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Commissioners weigh joining Great Falls brand charter; staff to seek legal review
Summary
Great Falls tourism officials asked the City Commission to join a voluntary community brand charter to align messaging; local business groups support the move, while commissioners asked staff and the city attorney to review charter language and potential implications for government processes before any formal commitment.
Great Falls Montana Tourism Executive Director Rebecca Engum asked the City Commission on April 21 to make the city a founding partner in a voluntary Great Falls brand charter intended to align local messaging and bolster economic development.
The request, presented at a Great Falls City Commission work session, described the brand as a community identity framework adopted in January 2026 that the tourism office and early adopters — including the Great Falls Development Alliance, Downtown Great Falls and the Great Falls Area Chamber of Commerce — already use. Engum said the charter would provide guidance and resources to help the city and local organizations present consistent messaging without requiring a financial commitment from members.
Why it matters: commissioners said consistent messaging could aid tourism and business recruitment but flagged concerns about the boundaries between an advisory brand partnership and local government decision‑making. Commissioner Casey Schreiner said language in the charter appeared to imply external influence over government functions and recommended the city examine whether formal adoption is necessary to achieve the same alignment. Commissioner Shannon Wilson said she supported the concept but wanted additional information before agreeing to join.
Supporters at the session included Jolene Schalper of the Great Falls Development Alliance and representatives of other local business groups who said the charter would help maintain a coherent public image. Engum told commissioners the brand guide is posted at greatfallsmontanatourism.org and that the initiative is voluntary and nonexclusive.
Commissioners also probed practical implications. Commissioner Rick Tryon asked whether the charter would require external approval of city communications or job descriptions; Engum said participation is advisory and does not impose a formal approval process. City Manager Greg Doyon said staff would need to understand how charter elements could be incorporated into internal operations over time and recommended a staged review.
What’s next: commissioners asked staff to work with Great Falls Montana Tourism to review the charter’s language and scope and requested a legal review before any formal adoption. No vote or binding commitment occurred at the meeting.
