Tapping into geotourism: Crown of the Continent Discovery Center opening in West Glacier

When Aubrie and Eric Lorona open the Crown of the Continent Discovery Center in West Glacier on June 21, their focus will be on encompassing all aspects of geotourism.

Geotourism is tourism that sustains or enhances the geographical character of a place — its environment, culture, aesthetics, heritage and the well-being of its residents, according to National Geographic.

“[Geotourism] is about more than just a transactional experience,” Aubrie Lorona said. “It’s about how to make a lasting connection, how to involve the youth, how to give back, and how to protect and preserve the area that we’re in versus just coming here, leaving, and never thinking about it again.”

National Geographic prints a Crown of the Continent Geotourism map guide and Aubrie has asked to get their Discovery Center on the map.

“We want to form a relationship where we can be a brick-and-mortar presence for them,” she said. “There’s precedent for it in Yellowstone and in the Grand Canyon, where they’re really materially involved. There’s nothing official yet, but that’s what we’re trying to lay the groundwork for.”

The building at 12000 U.S. 2 E. is a sprawling, lodge-type facility with horse corrals located in its backyard. It used to serve as a trading post, but under the Loronas’ supervision, it will be a hub for the entrance to Glacier National Park.

Glacier Coffee House recently opened in one end in a space that formerly was a bar. The opposite end of the building is home to Bubba Luke’s Ice Cream Shop, named for the Loronas’ 2-year-old son.

The eateries are at opposite ends of the Discovery Center. The core of the building will feature geotourism information and two iPad kiosks where the 13 principles of geotourism will be on display. Those principles include integrity of place, tourist satisfaction, community involvement, community benefit, conservation of resources and protection and enhancement of destination appeal.

The Loronas sought out National Geographic because they see a lot of potential in a possible partnership.

“We wanted to be on the map because we have this beautiful building right outside the entrance to Glacier National Park, right in the gateway area,” Aubrie said. “There’s some really good opportunities for future growth as well as ways to educate the public and touch people.

“We have to meet the standards that [National Geographic] has. It’s not just about, ‘Hey, put me on the map.’ It’s about telling the bigger, broader story. There’s a lot of elements of culture and heritage and it’s more than just a horseback ride. It’s about the people that have been here forever and how we’re supporting the local economy.”

The center also will serve as a hub for other local businesses to advertise their activities for tourists, as well as feature vendors from the area, including a Made in Montana booth that houses locally made products.

“We’re trying to tie it all together,” she said. “We’re going to have tons of information here and we’re encouraging all businesses to bring their literature. We want to make it a place where people can find out about all of the stuff there is to do in the area and all of the ways people are involved.

“I think we’re really lucky in that we’ve got a tremendous amount of community involvement and pride of ownership and just a lot of passion for the area from all of the different businesses, residents and organizations. I think that’s a neat thing to showcase.”

The Loronas are entering their eighth season of operating the Glacier Division of Swan Mountain Outfitters. But the family has been in the businesses since 2004 when Lorona’s father, Pat Tabor, purchased Swan Mountain Outfitters. Growing up, she said, the family spent a lot of time in the outdoors, hiking, backpacking or horseback riding.

While the Loronas handle the Glacier Division, Aubrie’s brother, Patrick Tabor Jr., is the general manager of the Swan Valley Division.

“What started out as this supposedly retirement-hobby lifestyle for my dad became this little family empire,” she said. “So now this is our newest venture. This building used to be used in a very different way under a very different style of management, so we want to get the word out that there’s something new here. We want people to come check it out and see because it’s a total departure from what was here before.”

Find Swan Mountain Outfitters at www.swanmountainoutiffters.com/glacier. For more information on the Crown of the Continent Discovery Center, visit crowndiscoverycenter.com.

Reporter Brittany Brevik can be reached by email at bbrevik@dailyinterlake.com or by calling (406) 758-4459.