Visit Big Sky Expands Role to Destination Management with Resident-Focused Investments

BIG SKY — Visit Big Sky (VBS), known for promoting Big Sky as a world-class tourism destination, has recently completed a series of community-centered projects that reflect its evolving role as a Destination Marketing and Management Organization (DMMO). These initiatives mark a shift toward tourism management, investing in infrastructure and partnerships that benefit both visitors and residents alike.

“After the 2023 Resident Tourism Sentiment Survey, we made a conscious effort to ensure that our strategies reflect the values and needs of our local community,” said Brad Niva, Executive Director of Visit Big Sky. “This is smart marketing. It’s about creating a great experience for visitors and the people who call Big Sky home.”

Among the recent projects completed:

Len Hill Park Public Restrooms – New, modern restrooms were installed at Len Hill Park, a high-traffic area for both residents and tourists. The project was funded through a partnership between the Big Sky Resort Area District (BSRAD) and Lone Mountain Land Company, with project oversight by Visit Big Sky.

Big Sky Wayfinding Project – In response to local feedback and visitor confusion, Visit Big Sky utilized lodging tax dollars allocated by the State of Montana to design and install 20 new directional and informational signs throughout the community, improving navigation and enhancing the sense of place.

Community Calendar Launch – Visit Big Sky launched a new, user-friendly community calendar on www.visitbigsky.com, powered by AI that scans and aggregates events from dozens of local organizations. This tool helps both residents and visitors easily discover what’s happening in Big Sky at any given time.

Collaborative Support for Local Nonprofits – VBS partnered with Grow Wild and the Big Sky Community Food Bank to produce educational and outreach graphics. These materials help residents and visitors alike better understand local conservation efforts and community support programs.

These projects demonstrate Visit Big Sky’s strategic pivot to a DMMO, balancing tourism promotion with stewardship and sustainable development.

“As Big Sky continues to grow, we’re committed to thoughtful, inclusive investments that support the long-term health of our tourism economy and our community,” Niva added.

About Visit Big Sky
Visit Big Sky is the official destination marketing and management organization (DMO) for Big Sky, Montana. Dedicated to balancing tourism promotion with community stewardship, Visit Big Sky works to elevate the visitor experience while protecting the region’s natural beauty, supporting local businesses, and enhancing the quality of life for residents. Through strategic marketing, sustainable tourism initiatives, and collaborative partnerships, Visit Big Sky helps position the destination as a year-round hub for outdoor adventure, cultural discovery, and responsible travel. For more information about Visit Big Sky and its current initiatives, visit www.visitbigsky.com.