Northwest Montana’s growing entertainment economy

On any weekend in Northwest Montana, you do not have to go far to enjoy live music. Under the Big Sky Festival draws national attention, but our music scene reaches far beyond large festivals and major concert venues. 

The Flathead has built a strong network of places where people gather around music, food and community. The Wachholz College Center at Flathead Valley Community College, Scout and Gather Grounds, Depot Park, the Eagles, Sacred Waters Brewing, Happy’s Inn and other local venues help keep the region’s entertainment scene active year-round. These places matter. They give artists a stage, residents a reason to gather and visitors an excuse to stay longer. 

The music and entertainment industry also matters economically. A study funded by the Recording Industry Association of America found that the United States music industry contributed $212 billion to GDP and supported more than 2.5 million jobs in 2020. In Montana, a 2003 study found that artists, including performing and visual artists, writers, photographers and makers, generated more than $233 million in economic impact. The most recent data from 2019 showed that the impact had grown to $258 million, supported 2,783 jobs, and generated $10 million in state and local tax revenue. Given the growth we have seen since then, I believe today’s impact likely approaches $300 million. 

Some couples golf. My husband and I love going to music events together. As a music lover, I celebrate the growth of this industry. As dean of the University of Montana College of Business, I also see our responsibility to help sustain it by preparing the workforce it needs. 

For 25 years, the University of Montana has offered the Entertainment Management certificate program. The program brings together business, creativity and community through events. Last year, we built on that foundation and launched a full business major in Entertainment, Events and Sports Management. 

Students study talent management, event management, athletic administration, sales and development, and venue and facility management. As we enter the second year of the major, enrollment has doubled, with more still registering this summer. 

This work connects to Montana’s entertainment economy. Our students and alumni work behind the scenes at events across Montana and the West Coast. They support artists, manage logistics, help venues operate smoothly and create experiences that bring people together. The music events provide experiential, hands-on learning for our students, who help turn entertainment expertise into economic and cultural impact.  

Industry leaders and alumni keep the program practical and relevant. They teach courses, serve as guest speakers, mentor students and help us evaluate the curriculum. Their involvement helps students learn from people who understand the pace, pressure and opportunity of this industry.  

As entertainment grows as an economic force in Northwest Montana, the University of Montana College of Business stands ready to meet the sector’s changing needs. We will continue preparing educated, trained and workforce-ready graduates, and we are excited to partner with hospitality programs across the state.  

I will be in the crowd cheering them on. 

Suzanne Tilleman is the Sprunk and Burnham Endowed Dean at the College of Business at the University of Montana.