In 2023, Visit Great Falls hired Young Strategies and Rudloff Solutions to help create a Visit Great Falls Strategic Plan and an overall community Tourism Master Plan. Using considerable community input through stakeholder interviews and workshops, the plans were completed in early 2024.  Since then, Visit Great Falls has made significant progress implementing both plans. 

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For the Visit Great Falls Strategic Plan, the organization has made several structural and programmatic changes to improve its competitive position: 1) Changed its membership model to a partnership model that has increased partner buy-in and sponsorship revenues, 2) Revised its board structure to increase industry representation and diversification, 3)  Hired a Community Engagement/Event Planner position, and 5) Created a widely-distributed Visit Great Falls Annual Report.

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Great Falls has also seen progress on its community Tourism Master Plan. 1) The Great Falls economic development agencies have implemented new partnership efforts, including monthly breakfasts and a recent regional tour to learn from the efforts of similar cities. 2) The Great Falls economic development agency has added tourism as a target industry for its development efforts. 3) To increase recreational use of the river, the City is successfully renting kayaks through a self-serve kiosk. 4) The City has also hired an architectural firm to examine and recommend improvements to its aging Convention Center/Theater. 5) The Great Falls electric utility is working with Visit Great Falls and other partners to enhance the visitor experience along the river and its dams.