2024 Conference and Trade Show Recap


Thank you to those who sponsored, attended, and vended at MLHA’s 2024 Conference and Trade Show. Your support and presence were crucial to the success of our event. We had a remarkable slate of speakers, vendors, and break-out sessions, and we hope the conference was not just informative but also a source of pride for our industry. Thank you for being a part of our vibrant community. A special shout-out to Barb Rooney for all her hard work, and many thanks to the entire conference planning committee!


This year’s event was a success, with 110 attendees, 24 vendors, and 13 hospitality students and staff from MSU. Attendees gained valuable insights from a stellar lineup of speakers. Erica Kaehly’s session on “Remarkable Hospitality” left a lasting impression, as she shared books and bookmarks with everyone. Alani Bankhead’s talk on “Imposter Syndrome” was both empowering and relatable, while John Parker’s “A Winning Mindset” inspired many to tackle challenges with confidence.


This was also the first conference under our new board leadership: Whitney Bergmann, Erica Kimble, Shelli Mann, and Tim Giesler, as well as under MLHA’s new association management team, Benchmark Public Affairs. We’re excited to embark on this new chapter together and will use this period to assess our successes and identify room for improvement.


With progress in mind, we are embracing growth and change and are already working hard to envision next year’s conference, which will be held from October 21st through 23rd at the Hilton Garden Inn in Missoula.


Thank you again for being part of our vibrant and growing community!

Congratulations Award Winners!


Bryce Baker, Lodging Person of the Year


McKayla Murphy, Sales & Marketing Person of the Year


John Optiz, Hanson Chemical, Allied Business Person of the Year


Melissa Weddell, Tourism Friend of the Year


Krystal Truesdell, "Heart of Hospitality" Front Line Team Member of the Year (pictured left)

Montana Named Best State in Nation for Outdoor Recreation

Governor Greg Gianforte today announced Montana was ranked as the top state in the nation for outdoor enthusiasts.

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Legislature Releases Interactive Model for a Hypothetical Statewide Sales Tax

The Montana Legislature has a new, interactive model to forecast impacts of a hypothetical sales tax in the state.

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Sales & Marketing Council VP Applications Remain Open 


The MLHA Sales & Marketing Council is still accepting applications for the Vice President position! This role is an incredible opportunity for dedicated members passionate about contributing to the growth and success of our organization.


The position is a four-year commitment, with the first two years as Vice President and the following two as President. Applicants must have been active members of MLHA for at least one year to be eligible.


Stepping into leadership at MLHA is more than just a title – it’s about fostering relationships, leading initiatives, and impacting the community we all love so much. It’s a chance to grow professionally and personally alongside people who share your drive for success.

We’d love to receive your application if you feel called to serve and help shape MLHA’s future. Let’s continue to move forward together!


Please email Chantelle at chantelle@lamberthotels.com to express your interest.

September STR Now Available

We’re pleased to announce that our association has worked with STR to secure continued access to their valuable reports at a reduced cost.


This ensures our members can stay informed with essential insights into the hospitality industry without the financial burden.


Be sure to check out the September report, which provides key trends and performance metrics to help you make informed, data-driven decisions.


We’re committed to supporting our members and enhancing your access to critical industry information!

Key Trends


Notable occupancy rate increases occurred in Missoula (+2.6%) and Helena (+9.6%).


The Bozeman/Yellowstone area dropped slightly (-0.3%), and Kalispell/Whitefish/Columbia Falls declined (-2.4%).


Most areas saw an increase in ADR.


RevPAR showed strong growth across Montana, with Missoula (+5.5%) and Helena (+14.7%) leading the way.


The state continues to perform well in the hospitality sector, with many areas experiencing increased key metrics, signaling stronger revenue generation.


Despite small dips in occupancy in some regions, the overall performance remains positive in revenue-related metrics.

Click Here to Download the September Smith Travel Report

Updates from the Department of Commerce


The Montana Automation Loan Program accepts applications on a first-come, first-served basis until all funds have been obligated. Apply now.

 

The Tribal Tourism Small Business Grant application cycle opened on Oct 15, 2024.

 

The Agritourism Grant Program is accepting applications through Oct 24, 2024. The grant aims to support Montana’s rural and tribal agricultural businesses and communities by promoting diversification and providing resources to strengthen Montana’s agricultural sector.

 

Early-bird registration for the Montana Department of Commerce’s Governor’s Conference on Tourism will open on Nov 1. Exhibitor applications for the Governor’s Conference on Tourism are now open and accepted through Dec 15, 2024. Showcase your business and connect with key industry leaders and professionals. For questions, contact

mtgovcon@mt.gov.

 

The Pilot Community Tourism Grant Program Round 2 application cycle opens on Nov 1 and will close on Dec 31, 2024. For more information, contact tourismgrants@mt.gov. Join Commerce staff for a webinar on Oct 29 at noon. Click here to register.

 

The Tribal Business Development Grant is open for applications through Dec 20, 2024.

 

Join Commerce’s Export Team in the Montana Pavilion at IWA Outdoor from Feb 27 to Mar 2, 2025, in Nuremberg, Germany. Through the Small Business Administration’s STEP grant, Commerce pays for all booth expenses, including booth space, and reimburses up to $2,000 for participants’ travel costs. Commerce also coordinates all show preparations. Contact the Export team for more information.

Commerce Awards Grant Funding to Implement Resiliency Plans for Montana Tourism Regions

The Montana Department of Commerce announced today that $1.5 million of grant funding will be distributed to six regional nonprofit tourism corporations or "regions."

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Commerce Awards $1.5 Million in Grant Funding to 10 Montana Main Street Communities

HELENA, Mont. - The Montana Department of Commerce announced today that ten Montana communities will share $1.5 million in grant funding to regenerate Main Street businesses and downtown locations.

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The October 9, 2024, Tourism Advisory Council (TAC) meeting included a welcome to new members and updates on vacant council positions, with the need to fill roles for Missouri River Country and Tribal Government. Legislative updates will be shared after the Governor's budget is released in November. Public comments highlighted that Great Falls Montana Tourism will now lead both Great Falls and Central Montana Tourism efforts. The council approved several Destination Marketing Organization (DMO) audits and budget adjustments for regions like Yellowstone Country, Billings, and Columbia Falls. A discussion arose about whether using the same consultant for multiple rural projects should trigger the RFP process, with the consensus being that it should not due to separate contracts and limited consultant options. Leadership changes were addressed, with Sabre Moore and Joan Kronebusch elected as chair and vice chair, with further appointments to be revisited in February.

Click Here for Notes

The October 16, 2024, Pulse of Tourism meeting covered various updates and initiatives. Highlights included Rebecca Engum assuming leadership at Visit Great Falls and ongoing issues with maps at rest stops, which MDT maintains. Glacier National Park reported a strong visitor season, with an update on their reservation system expected in mid-November. Jamey Peterson from the Department of Commerce discussed the second round of pilot programs opening in November and ongoing grant programs. The Winter 2024-2025 marketing plan focuses on key target audiences, such as adventurous young travelers, retired sightseers, and families. The campaign "Montana is for Winter People" aims to promote in-state travel while attracting out-of-state visitors through targeted media and weather-triggered advertising. The Department of Commerce is also developing an 18-month marketing plan to be released in November.

Click Here for Notes
Click Here for Marketing Plan Presentation

General Election Preview – Legislature

 

House Races to Watch


HD 3: Debo Powers (D) v. Cathy Mitchell (R) - Flathead

This brand-new Flathead seat has a partisan lean of 53%, favoring Democrats, and incorporates the communities of Olney, Ford, West Glacier, Essex, and Polebridge. Whitefish and Columbia Falls are split between this district and HD 4, with HD 3 containing northwest Whitefish and northern Columbia Falls. Powers, a retired teacher, was appointed to a more Columbia Falls-based district after Rep. Zac Perry (D) resigned when he moved in 2019, but she lost her re-election bid to Rep. Braxton Mitchell (R) in 2020. Cathy Mitchell is a nurse practitioner, and this is her first run for public office. Read more about the race here:


HD 4: Lindsey Jordan (D) v. Lyn Bennet (R) - Flathead

Another new seat in the Flathead, HD 4, is a 50-50 district with the bulk of Columbia Falls and the southeast section of Whitefish, including downtown. Jordan is a social worker, and Bennet is a former nurse and president of the Glacier Country Pachyderm Club. She ran and lost to Rep. Dave Fern (D-Whitefish) in 2022. Read more about the race here:


HD 19: Jane Webber (D) v. Hannah Trebas (R) – Great Falls

This new district in downtown Great Falls is the friendliest to Democrats of all the districts in Cascade County but is still only a 50-50 district. Webber is a former forester and Cascade County Commissioner, and Trebas is a home educator and is married to Sen. Jeremy Trebas (R). More about the race here:


HD 20: Rina Moore (D) v. Melissa Nikolakakos (R) – Great Falls

HD 20 contains the west downtown portion of downtown Great Falls and is another 50-50 swing district. Moore is a realtor and the former Cascade County Clerk and Recorder, who lost her re-election bid in 2022 by 38 votes. Nikolakakos is a teacher and the wife of Rep. George Nikolokakos (R). More about the race here:


HD 27: Rep. Paul Tuss (D) v. former Rep. Ed Hill (R) – Havre

This will be a redo of the 2022 race that saw Tuss winning by about 300 votes, but redistricting made this seat a tad more Republican, and it now has a partisan lean slightly favoring the GOP. Tuss is the ideal Democratic candidate with strong ties in the community, serving as the head of the local economic development agency for nearly thirty years. Hill is retired from BNSF and served one term in the House before being defeated in 2022. He is the chair of the Hill County Republican Central Committee. This seat would be ripe for a GOP pick-up in a Presidential election year where the GOP nominee is expected to win big, but Tuss’s strong local ties might be too much to overcome. Read more about the race here:


HD 47: James Reavis (D) v. Stephanie Moncada (R) – Billings

This district focused on downtown Billings presents Democrats with a pick-up opportunity since the partisan lean favors Democrats at 55%. Reavis is an attorney, and Moncada is a retired law enforcement officer. Reavis previously ran for the legislature in 2022 against Mallerie Stromswold (R) but lost by 103 votes. Moncada defeated her primary election opponent with 52% of the vote. 


HD 48: Anne Ross (D) v. Curtis Schomer (R) – Billings

This open seat previously held by Rep. Mike Yakawich is a 50-50 swing district. Ross is an artist and entrepreneur, and Schomer is a hard rock miner and union member.


HD 56: Jamie Isaly (D) v. Jason Gunderson (R) – Livingston

This open seat previously held by Rep. Laurie Bishop (D) has a 53% partisan lean favoring Democrats. Isaly is a retired teacher, and Gunderson is a law enforcement officer and is the son of former Rep. Steve Gunderson (R-Libby). Read more about the race here:

 

HD 57: Rep. Marty Malone (R) v. Scott Rosenzweig (D) – rural Livingston Park County

Rep. Marty Malone’s district was changed significantly and now is a 50-50 swing district that still includes the rural areas outside of Livingston in Paradise Valley, including Pray and Gardiner, but it now also includes Cooke City, Clyde Park, and even the hospital area of Bozeman. Malone is running for his 3rd term and is a former Park County Commissioner. Rosenzweig is an entrepreneur in satellite communications. Read more about the race here:


HD 60: Alannah Griffith (D) v. Jerry Johnson (R) - Bozeman

The Bozeman area saw major changes during redistricting, with the delegation increasing by two legislative seats to 8 total seats. Democrats can run the table in Bozeman if they win HD 60; all other districts have a partisan lean favoring Democrats of at least 55%. The sole swing district is HD 60, a 50-50 seat incorporating Gallatin Gateway, West Yellowstone, and Big Sky. Griffith is an attorney, and Johnson is a property manager who served 24 years in West Yellowstone as the Mayor and city councilor. Read more about the race here:


HD 89: Rep. Mark Thane (D) v. Lyn Hellegaard (R) - Missoula

Redistricting created a situation where two incumbents were put in the same district. If Thane prevails, Democrats will likely control every district in the City of Missoula. Thane is a retired teacher running for his 3rd term in the House. Hellegaard is a banker, small business owner, and former Missoula City Councilwoman running for her 2nd term in the House.


Senate Races to Watch


SD 2: Rep. Dave Fern (D) v. Doug Adams (R) – Whitefish and Columbia Falls

This new Senate seat presents an opportunity for Democrats to pick up a lone Senate seat in the Flathead as it has a 53% partisan lean favoring Democrats. Fern is a small business owner running for the seat after being termed out in the House. Adams is a landscaper who has served the City of Whitefish as deputy mayor and city councilor and currently serves on the Flathead County Libraries board of trustees. Read more about the race here:


SD 21: Rep. Sharon Stewart Peregoy (D) v. Rep. Gayle Lammers (R)

With Sen. Jason Small (R) being term-limited, Democrats have a chance to win back this seat, encompassing the Crow and Northern Cheyenne reservations and having a 55% partisan lean favoring Democrats. Peregoy has served for the last 16 years in the legislature. This would be her 2nd stint in the Senate after being termed out of her House seat. Lammers, recently appointed to the House to replace now-Department of Commerce Director Paul Green, owns and operates a 5th generation family business, the Lammers Trading Post in Hardin. While the partisan lean favors Democrats, this seat was previously held by a Republican, and the state GOP is bullish on Lammers.


SD 24: Rep. Mike Yakawich (R) v. Mark Nicholson (D)

This open seat previously held by term-limited Sen. Jen Gross (D) presents a rare pick-up for the GOP after redistricting. SD 24, which encompasses downtown and southcentral Billings, is a 50-50 swing district. Yakawich is a former small business owner and Billings City Council member appointed in 2022 to succeed Frank Fleming in the House. Nicholson is a retired physician.