CHALLENGE

Big Sky, Montana, a longtime winter destination, faced declining visitor satisfaction and local tourism support following the 2020-21 pandemic. Increased seasonality and surging visitation led to congestion, workforce shortages and a lack of affordable housing. This tourism and outdoor recreation-based community had no unified strategy due to fragmented landownership across two counties, and Visit Big Sky recognized the need for a cohesive destination management plan. The goal: to guide tourism’s future with tangible, community-backed goals and a shared 15-year vision.

SOLUTION

Phase 1: Discovery (March – May 2023)

In this phase, we worked with Visit Big Sky to build a steering committee, get to know the destination through interviews and focus group discussions, and develop research scopes.

Phase 2: Build the Foundation (June – August 2023)

Crosscurrent Collective conducted two comprehensive surveys, a Stakeholder & Resident Sentiment Survey and a Visitor Opportunity Study, to provide a strong analysis of the destination. Additionally, Crosscurrent compiled a Destination Scan with key community information, including additional research data, available funding sources and highlights from the Sustainable Tourism Management Plan.

Phase 3: Community Engagement (Fall 2023 – Spring 2024)

Crosscurrent delivered a Future of Tourism Community Summit, a platform to develop a shared vision of success and identify impact areas for the destination strategy. Additionally, Crosscurrent organized and facilitated a series of strategy workshops around the following topics:

• Climate Action for the Tourism Industry
• Outdoor Recreation – Expanding Shoulder Season Experiences
• Supporting the Tourism Workforce
• Arts, Culture and Heritage – Developing A Sense of Place

Phase 4: Catalyzing Action (Summer – Fall 2024)

The Big Sky steering committee chose to formalize a diverse Destination Stewardship Collaborative composed  of public and private partners. Crosscurrent supported the formation of the collaborative and four action teams around the following priorities:

• Destination Marketing
• Arts, Culture and Heritage
• Sustainable Business Practices
• Active Visitor Transportation

To further inspire the work of the collaborative, Crosscurrent designed and facilitated a Study Tour of Jackson, Wyoming.

Phase 5: Plan Creation (Summer – Fall 2024)

To conclude the development process, Crosscurrent delivered a final destination strategy document that will inform the work of Visit Big Sky for years to come.

IMPACT

Crosscurrent Collective helped foster a deep understanding of the needs of the community and the local visitor economy among decision makers. We developed a vision for the future of tourism, with a set of values to maintain as the destination continues to develop, based on the input of a vast variety of stakeholders. A 15-year vision of success and a statement of intent provide Visit Big Sky and other actors in the tourism ecosystem with guidelines for future work. The stakeholders Crosscurrent engaged through several networking events created stronger relationships amongst themselves and learned new approaches for addressing ongoing tourism-related challenges in the region.

Please inquire about work samples at info@crosscurrentcollective.com

SERVICES PROVIDED:

1. Analyzed existing destination reports and contextual information to gain deeper insights into the destination’s opportunities and challenges
2. Conducted visitor and resident sentiment surveys and provided a summary report
3. Organized and facilitated a Future of Tourism Community Summit and four community strategy workshops
4. Developed a comprehensive destination strategy including a 15-year vision of success, shared community values and key impact areas
5. Supported the formation of a destination stewardship network with four action teams based on the priorities identified in the strategic plan

PROJECT PARTNERS:

• Future iQ
• Travel Foundation
• C2 Recreation Consulting
• Walden Mills
• Hale Creative Consulting