Community leaders discuss Bigfork marketing

The Bigfork Eagle and the Bigfork Promotion Group last week launched a community outreach program called “Which Way Bigfork.”

The roundtable discussions are an effort by the Bigfork Eagle to engage with the community and address issues within the community, from marketing to social issues. The first “Which Way Bigfork” roundtable discussion was at Flathead Lake Lodge last week. The discussion centered on how Bigfork can market itself among increasing tourism competition in the Flathead Valley.

Bigfork Promotion Group co-founder John Lang advocated forming a marketing campaign that is funded through a 1-percent gross revenue contribution from Bigfork business owners. The fund would help Bigfork develop a marketing budget and help the town compete against larger towns, such as Whitefish and Kalispell. Those towns’ marketing budgets are supplanted by resort taxes and bed-tax fees.

Walter Kuhn, owner of the Bigfork shopping center and Bridge Street Cottages, said, “We make a sizable contribution” to the fund. “It’s too bad more people aren’t doing that.”

Karin Henion, who works at Flathead Bank of Bigfork, said Bigfork was once the leader of Flathead Valley tourism and culture, with the first destination golf course, a vibrant summer theater, and fine dining.

“Everybody has picked up on that,” she said, and the Flathead Valley has become much more competitive for tourists.

Volunteerism drives much of what Bigfork does, whether it’s a July 4 parade or major tourism promotion. But that volunteerism is “wearing thin,” Henion said. “There are things that this community wants to do, but it’s always community members doing it,” she said.

Bridge Street Cottages charges a voluntary 1-percent “marketing fee” on its accommodations, Kuhn said, and most clients agree to it.

David Feffer started the Crown of the Continent Guitar Festival four years ago as a way to attract world-class guitarists and instructors to Bigfork.

“We are, and have been, the arts and culture beacon of the Flathead Valley, and we’ve not taken advantage of that,” Feffer said. “Why cede that to Whitefish or Kalispell?”

He said Bigfork needs a more cohesive marketing effort. Feffer said many individuals and groups are doing great things on their own, but Bigfork needs to pull together to make sure the town’s branding and marketing are cohesive.

Bob Hoene, co-founder of the Bigfork Promotion Group, said the organization has a budget of $18,000 to $25,000 for advertising, depending on annual contributions from businesses.

Doug Averill, owner of Flathead Lake Lodge, said he wants Bigfork to get to the next level of community development. Bigfork has ridden the wave of popularity for 20 years or so, but “we’ve lost our edge,” he said. “Bigfork has its own very unique image, and that’s the best thing we have going for us. How do we best maintain and enhance that?”

Averill recommended that Bigfork develop a cohesive marketing plan and fund it with a professional staff. Averill said infrastructure is a cornerstone of town development. Lake access and parking are two key issues that must be addressed, he said. He recommended purchasing the Darrow property that is the former Bigfork fire hall, and converting it to a three-story parking garage with access off of Grand Avenue.

Bigfork this May hosts the Spartan Race, an adventure obstacle race that last year attracted over 7,000 people. The Bigfork race has become the Spartan Race’s top race in the United States. The event is sponsored by the Kalispell Convention and Visitor Bureau. In September, Flathead Lake Lodge hosts the annual Dragon Boat races on Flathead Lake, which is also sponsored by the Kalispell CVB and last year saw over 11,000 participants and spectators.

Public access to Flathead Lake is a missing link in Bigfork’s development, Averill said. He advocates purchasing property on the north shore and developing a public access.

The owner of Bru-Mar Estates, Bruce Solberg, supported the 1-percent contribution to a Bigfork marketing fund. “If everybody stepped forward we could have a nice sizable kitty for marketing,” he said.

Whether it’s a parking garage or lake access, Averill said the town needs to take action. “We can’t just sit and watch these opportunities go by,” he said. “I’m just worried that if we let these things slip away, Bigfork will restrict itself to a small condominium community.”

Feffer, of the Crown of the Continent Guitar Foundation, said passion and enthusiasm will carry these ideas forward.  “Let’s take advantage of what we have here,” he said.