Missoula partnership aims to bring more fans to local shops

Missoula, Mont. — The University of Montana athletic department and Destination Missoula partnered to bring more visitors to the city and help local businesses.

The effort centered on fans who travel to Missoula for games and spend money across the community. University officials and business owners said that could make a noticeable difference for the local economy.

UM Athletic Director Kent Haslam said more than half of football season ticket holders traveled nearly three hours or more to get to Missoula. He explained that people drove in from around the region and across the state, making in-person attendance important for the program.

"We know that more than half of our football season ticket holders travel nearly three hours to get here or more. And so we're at drive people from all over this region and from all over the state. And so certainly staying competitive so that the people have the reason to want to come here and watch the game in person instead of just staying home and watching on TV," said Kent Haslam.

For local stores, the spending choices visitors make can shape business traffic during game weekends. That was part of the concern shared by one Missoula shop manager.

"It always depends on what people have for their budgets. So they're spending more money on gas and things like that. They're not as likely to come into our shops and spend money here," said Kristal Senne of Importance Store Management.

The partnership was expected to create new opportunities for the athletic program and for businesses in Missoula as both sides worked to draw more fans and visitors to the Garden City.