In addition to the commerce role of supporting local business, we also function as a destination marketing organization (DMO). As a destination marketing organization, we have three strategic goals: Attract visitors by communicating an image consistent with our long-term vision as a vacation destination and one that places high value on existing assets, amenities, and natural resources of the region. Continue to expand our marketing effectiveness by joining our efforts with those of marketing partners. Incorporate the Montana brand pillars and initiatives whenever possible. Continue to target our market as accurately as possible to assure funding is used to reach an audience that asks for information, travels to West Yellowstone, and spends significant dollars.