Incentive travel can be both group travel and individual travel. How does Montana fit into this market niche? I feel corporations are looking for something different from the traditional venues such as cruises, Hawaii, and the Caribbean. This goes along with the trend of programs being less structured, a more relaxed "put on your jeans and boots" environment. Thanks in part to movies like A River Runs Through It and The Horse Whisperer, which not only shows the beauty here, but leaves a lasting feeling about Montana. Let's face it, a lot of people would love to feel like Robert Redford (pretty much the ultimate cowboy) and Kristen Scott Thomas, coming west and finding peace and love!