Billings City Council Updates Vision Statement, Drops ‘Magic City’

Billings City Council replaced its long-standing vision statement, removing “Magic City,” “diverse,” and “welcoming.”

During a City Council meeting on Tuesday, May 31, 2026, the Billings City Council voted to change the city’s vision statement from “The Magic City: A diverse, welcoming community where people prosper and business succeeds” to “Leading the Big Sky, Boldly inspiring opportunities for our community.” This shift reflects internal deliberations on how the city defines its identity and aspirations.

The nickname “Magic City” has been linked to Billings since its founding in the 1880s and remains a fixture in local business branding. Council members Amy Aguirre, Scott Aspenlieder, and Mike Boyett, along with Brandon Berger of Big Sky Economic Development, participated in the discussion. Aguirre supported the change as more inclusive, while Aspenlieder downplayed its public impact. Berger noted that vision statements should be reviewed regularly to align with organizational and economic developments. The debate followed a day-long council work session and generated numerous public emails, though no further action plans were disclosed.

While Billings represents 35 percent of Montana’s budget, the implications of this vision statement change may not extend far beyond city governance. Nonetheless, such symbolic shifts could influence regional business narratives. In Montana’s context, where community identity often ties closely to geography and heritage, this adjustment might prompt other municipalities to reconsider how they balance historical branding with evolving economic goals and political expediency.

Billings drops ‘Magic City,’ ‘diverse,’ and ‘welcoming’ in new vision statement
By Grace Stewart, Q2 News (KTVQ)