Higgins Avenue Bridge
Missoula, Montana
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Challenge: Built in 1962, the Higgins Avenue Bridge had become a crucial yet aging connection across the Clark Fork River in downtown Missoula. It linked neighborhoods, local businesses, and key community events, but after decades of use, the bridge showed significant wear. The concrete deck and structural steel elements were deteriorating and in need of major repair.
The Montana Department of Transportation (MDT), working with Sletten Construction, launched a large-scale rehabilitation project to extend the bridge’s life and improve safety. The project included repairing and replacing steel components, reconstructing the bridge deck, expanding shared-use paths on both sides, and applying a new protective coating. Because the bridge serves as a central route for vehicles, cyclists, and pedestrians, as well as for events like the Missoula Marathon and the University of Montana Homecoming Parade, communication with the public had to be consistent, clear, and accessible.
Big Sky Public Relations (Big Sky PR) was brought on to lead this outreach. Their task was to provide timely, transparent updates, keep local businesses and residents informed, and maintain community trust through every stage of construction.
​Approach: Public outreach began in 2019 with promotion for a community open house, where residents could review plans, ask questions, and meet project staff. Big Sky PR coordinated advertising across print, radio, and digital channels and mailed invitations to nearby residents and businesses. A project website was also created to serve as a central hub for updates and contact information.
When construction began in October 2020, Big Sky PR launched a comprehensive outreach strategy that combined weekly email and text updates, radio ads, and frequent social media communication. The updates not only shared travel impacts and timelines—they also used humor, trivia, and lighthearted commentary to make the information more enjoyable to read. This friendly tone helped the community stay engaged and turned routine project updates into something residents looked forward to each week.
In addition to digital outreach, Big Sky PR staffed tables at community gatherings such as the Clark Fork Market, Out to Lunch, and Downtown Tonight events. These informal settings gave residents a chance to ask questions face-to-face, pick up materials, and learn about progress firsthand. A creative partnership with the Missoula Downtown Association also produced a series of colorful “Pardon Our Progress” signs that reminded everyone downtown businesses were open throughout construction.
When challenges arose, Big Sky PR responded quickly. Reports of hot surface temperatures on the new west-side shared-use path prompted the team to work closely with MDT on messaging that addressed the issue and explained how it would be fixed. A press release, social media updates, and safety signage ensured the public was informed and reassured. Later, when beam damage and material shortages caused construction delays, Big Sky PR continued providing steady communication, answering calls through the project hotline, and working directly with the media to ensure transparency and information accuracy.
In October 2022, the bridge was officially renamed Beartracks Bridge in honor of the Salish people who historically crossed the river at that location. Big Sky PR assisted with planning and communication for the naming ceremony, which featured a commemorative community walk across the newly completed bridge. The project reached final completion in June 2023.
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Results: The rehabilitation of the Higgins Avenue Bridge restored one of Missoula’s most recognizable structures and made it safer and more accessible for all users. The expanded shared-use paths now provide space for cyclists and pedestrians to travel comfortably, while the updated structure extends the bridge’s lifespan for years to come.
Big Sky PRs’ communication efforts had a major impact. Over the course of the project, they issued 11 press releases that led to more than 175 media stories, ran over 10,000 radio ads, reached nearly five million people through social media, and maintained direct weekly contact with hundreds of subscribers. By blending accurate information with a personal touch, the outreach helped reduce frustration, strengthened community relationships, and built public understanding for a complex, long-term project.
Despite construction challenges and delays, the Missoula community remained engaged and supportive. The steady flow of information and the approachable communication style proved essential to maintaining trust and enthusiasm through completion.
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