As the South Rim Fire continues to burn inside Black Canyon of the Gunnison National Park, local business leaders are pushing back on a growing misconception: that Montrose itself is closed, smoky, or unsafe.

It’s not.

“We’ve had sunny skies and clear air nearly every day this week,” said Anthony Russo, who does  business development with the City of Montrose. “Yes, the park is closed. But the city is open for business.

The fire, which started July 10 and has burned 4,220 acres within the national park, has forced the indefinite closure of one of Montrose’s key tourist attractions. But while the South Rim remains off-limits to visitors, downtown Montrose and surrounding areas remain largely unaffected.

Still, the economic consequences are already being felt.

Hotels have reported reservation cancellations. Restaurants that typically thrive on summer tourism are seeing lighter traffic. Some business owners worry that sensational or vague media coverage — especially on statewide and national networks — is painting an overly dramatic picture.

Russo believes that coverage is fueling the wrong impression.

“One of my aunts actually called me and said, ‘Are you guys still okay over there? I know those fires are still raging,’” Russo said. “And I had to tell her, no — they’re not. It’s beautiful here. The fire is still active in the park, yes, but that’s not our day-to-day.”

He emphasized that the region offers far more than just the national park.

“There’s so much to do around Montrose besides the park,” Russo said. “You’ve got river trips, golf, biking trails, the Farmers Market, music, museums, dining and breweries and all the public lands around that are still wide open.”

To help shift the narrative, DART and local partners are launching a new public messaging campaign aimed at reminding the public — including nearby communities and would-be tourists — that Montrose is still a great place to visit.

“Montrose is currently in a position where we’re open for business,” Russo said. “All businesses, hotels, and restaurants are open and ready to go.”

The city’s official messaging reinforces the same point.

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In a press release issued Tuesday, the City of Montrose acknowledged the park closure but emphasized the many activities still available in the area, from patio dining and concerts to hiking, fishing, and exploring nearby recreation areas.

“Our goal is to support both small businesses and tourism operators by reminding people of everything Montrose still has to offer,” said Michelle Wingfield, DART and Community Programs Coordinator. “We want to inspire staycations, regional tourism, and a renewed commitment to shopping local.”

According to a 2019 National Park Service report, Black Canyon of the Gunnison National Park welcomed 309,000 visitors in 2018. Those visitors spent an estimated $19.3 million in communities near the park, supporting 241 local jobs and generating a total economic impact of $23.7 million.

That same year, nearby Curecanti National Recreation Area brought in another 932,000 visitors who spent $41 million in the region, supporting over 500 jobs. Altogether, national park tourism in the area contributed nearly $70 million to the regional economy.

July is typically peak season for tourism, and the park’s closure comes as many small businesses rely on seasonal revenue to carry them through slower months. Without visitors, shops, outfitters, and lodgers are left hoping locals and regional travelers will help fill the gap.

City leaders are optimistic that with better messaging, they can mitigate the damage.

On Tuesday, DART convened local business owners and community partners to brainstorm ideas for economic support and media outreach. Among the strategies discussed: highlighting summer events, encouraging “backyard tourism,” and improving visibility on social media.

The coordinated campaign will feature a growing list of suggested activities, from the Montrose Farmers Market to national forest trails, the Montrose Botanic Gardens, and public art installations across downtown.

Officials are also asking residents to do their part — by shopping local, bringing out-of-town friends, or simply correcting misinformation when they see it.

“Every meal at a local restaurant, every purchase at a downtown shop, and every night spent here is a win for Montrose,” Wingfield said in the city’s press release.

As for the fire itself, containment is improving but work continues.

Some burned landscape at the South Rim of the Black Canyon of the Gunnison National Park last Friday. (Gunnison Clamp for the MBT)

As of Wednesday, the South Rim Fire is 32% contained with 4,220 acres burned. The fire was sparked by lightning and is being fought by 373 personnel, 14 engines, 7 hand crews, 10 pieces of heavy equipment, and 4 aircraft. Most of the fire remains within the national park boundary, and crews are focusing on mop-up and reinforcing firelines along the southern edge.

Fire behavior has been minimal in recent days, though heat remains in pockets under dense ground vegetation, especially on the southeast side. Officials are using unmanned aerial systems (UAS) to detect hidden hotspots, and repair work continues near contingency lines in the Bostwick Park area.

Smoke has been light in Montrose, though there’s potential for drifting smoke from fires in northern Arizona to settle into the Uncompahgre Valley temporarily.

Black Canyon of the Gunnison National Park remains closed to the public. Highway 347 is closed at the South Rim entrance, and several areas remain under pre-evacuation status. Updates can be found on the Montrose County Sheriff’s Office and InciWeb websites.

Support long-term recovery

To support recovery and restoration efforts at Black Canyon, a community fundraiser called Voices for the Black Canyon will take place Friday, July 25, from 3 to 9 p.m. at The Association in the Historic Potato Growers Building. The event will feature performances by local musicians including Coral Skye, Donny Morales, Tia Brown, Anthony Mainiero, Stephen Miller and others. There is no cover charge, but attendees are encouraged to donate to the Friends of the Black Canyon, the park’s official nonprofit partner.

Organizers say now is the time to start raising funds, even as the full extent of the damage from the South Rim Fire is still unfolding. Proceeds will help with long-term restoration projects such as trail repair, habitat protection, and educational programming. The Association will donate a portion of bar sales from the event and offer several silent auction items, with support from other vendors in the building. More information is available at theassociationmontrose.com/entertainment.