Welcome Mat is Out for Big Sky Visitors


Sometimes guests forget to pack their patience on vacation. Visit Big Sky wanted to gear up to remind people that kindness goes a long way…while remaining welcoming. Tourism is Big Sky’s #1 economic driver, so happy visitors, hosts and residents are all priorities.

Visit Big Sky recently launched its third version of a JayRay-developed kindness campaign. Floor mats, posters, coasters, stickers and more greet guests to Big Sky this winter with illustrated graphics and “we’re glad you’re here” messages.

The campaign first appeared in winter 2021 when people emerging from the pandemic chose to travel to smaller, rural destinations like Big Sky. The community of 3,000 full-time residents saw record crowds in summer 2020 and 2021, and sometimes sees up to 15,000 people during peak travel seasons. In addition to the crowds, post-pandemic staffing and supply issues overwhelmed Big Sky businesses. Attitudes were strained on both sides of the counter.

Big Sky leaders jumped in with the kindness campaign to help chill the tension. JayRay developed campaign messages that reminded guests to be patient and kind to others, and to respect the natural setting Big Sky is known for.

Businesses and residents applauded the campaign. Visit Big Sky continued the momentum and requested a campaign version for the summer tourism season. Fishing and hiking illustrations replaced skiing and snowboarding images. “Respect nature” and “Loving it like a local” highlighted the summer message themes.

The current winter campaign features six new snow day activities and messages reminding Big Sky visitors to respect the people, the land and the experience.