Whitehall Explores Tourism Potential

Report Number: Research Report 70
Authors: Thale Dillon
Month Published: January 2000

Executive Summary

This report presents information about tourism for Jefferson County and Whitehall, Montana, including present levels and characteristics of travel, residents' opinions and attitudes about tourism in Montana and in their county, along with characteristics for a statewide sample. A mail-back questionnaire was administered to a randomly selected sample of 500 residents of the Whitehall area and to a statewide sample of 1000 Montana residents during October and November of 1999. The initial mailing was followed up with a reminder postcard one week later. Two weeks after that, those residents who had not yet responded were sent a replacement questionnaire.

Nonresident Visitors:

• In 1998, over 3.8 million travel groups visited Montana. Of those, approximately 1,450,000 (38%) traveled through Jefferson County.
• Over $1.5 billion was spent statewide in 1998 by nonresident travelers. This figure amounts to about $1,740 for every resident in Montana.
• In Jefferson County, nonresident visitors spent about $4,220,000 during 1998, or about $418 per Jefferson County resident.
• Travelers to Jefferson County tended to stay in Montana longer than statewide visitors.
• While in Montana, visitors to Jefferson County reported that the best source of travel information was from persons in motels, restaurants, gas stations, etc.
• Thirty-one percent of visitors to Jefferson County were in Montana to visit family/friends.
• Primary Montana attractions for travelers to Jefferson County were the mountains, Yellowstone National Park, Glacier National Park, uncrowded areas, and friendly people.
• Primary recreation activities of visitors to Jefferson County included visiting family/friends, visiting historic/interpretive sites, watching wildlife, camping, and nature photography.
• Visitors to Jefferson County spent most of their money on gas & oil, lodging, retail purchases and other services.
• Nonresident travel groups who traveled through Jefferson County and spent at least one night there, spent an average of $80 per day while in Montana and stayed an average of 7.0 nights in the state.

Resident Characterisics and Attitudes about Tourism:

• Respondents from the Whitehall area have resided in their community and in Montana for a shorter time than the statewide sample.
• Over half of Whitehall respondents were native Montanans.
• Whitehall respondents believe that agriculture/agribusiness, followed by retail & wholesale trade and mining offer the best opportunities for economic development in the area.
• The majority of Whitehall area residents do not feel that they are economically dependent on tourism.
• Statewide residents have a stronger attachment to their community than do Whitehall area respondents. Both are concerned about the future of their community.
• Sixty-three percent of Whitehall area residents feel that the population of their community is increasing.
• Whitehall area residents feel that the quality of life in their community can be improved by improving job opportunities, the condition of roads & highways, and the educational system.
• Whitehall area residents feel that increased tourism will have a negative impact on traffic congestion, the condition of roads & highways, safety from crime, cost of living, and the local infrastructure.
• Whitehall area residents are somewhat positive about tourism development. Although few feel that they will benefit personally from increased tourism, they agree that it will improve the quality of life for people in Montana.
• Sixty-seven percent of Whitehall area residents would support land use regulations to control the type of future development in their community.
• Whitehall area residents think there is adequate undeveloped open space in their community, but are concerned about its potential disappearance.
• Whitehall area residents feel strongly that any decisions about tourism development should involve the local residents and not be left entirely to the private sector.
• Improved economy is the primary advantage of increased tourism in the Whitehall area, while crowding/congestion, an increase in illegal activities, and increased cost of living are seen as leading disadvantages.

Concerns of Whitehall Area Residents:

• Residents seem to agree that a scenic railroad, restaurants and Lewis & Clark events should be targeted for intensive tourism development/promotion.
• Greatest strengths of Whitehall as a tourist destination include:

1. Crossroads for tourist traffic
2. Lewis & Clark Caverns
3. Fishing opportunities
4. Scenery

• Greatest weaknesses of Whitehall as a tourist destination include:

1. Lack of tourist activities
2. Unappealing appearance of downtown
3. Lack of stores
4. Lack of restaurants

Thirty-four percent show no support for expanded ATV recreation opportunities in the Whitehall area, while 10 percent show strong support for the issue. The remaining 66 percent are evenly distributed along the support spectrum.