The information on this page was taken from an article by Brian Shovers, "From Treasure State to Big Sky: Montana's Naturally Inviting and EZ 2 LUV State Nicknames and Mottos," in the spring 2003 (Vol. 53, No. 1) issue of Montana The Magazine of Western History, pages 58-61.  Additional information is available in the Research Center vertical file, "Montana Mottos."

Treasure State

In 1895 "Treasure State" became the first nickname to gain wide appeal.  It appeared on the cover of a promotional booklet published by the Montana Breau of Agriculture, Labor, and Industry.  "Treasure State" was chosen because of Montana's status as the country's foremost producer of metallic treasures - gold, silver, and copper.

Land of Shining Mountains

"Land of Shining Mountains" also appeared in 1895 in the same promotional booklet published by the Montana Breau of Agriculture, Labor, and Industry that introduced "Treasure State."  This motto had its origins with brothers Pierre and Chevalier Verendrye, French Canadian fur traders and explorers, who gazed upon the northern Rockies and upped them the "Shining Mountains."  According to Joaquin Miller's 1894 history Montana, Native tribes also referred to the Rockies as "the Shining" because of their snow caps.

Stubbed-Toe State

First seen in the 1922 edition of the World Almanac, the only explanation for Montana as the "Stubbed-Toe State" comes from the Dictionary of Americanisms, which asserts that the nickname refers to the mountainous region of western Montana where the multitude of rocks might pose a hazard to the novice hiker.

Montana: High, Wide and Handsome

Montana: High, Wide and Handsome first appeared in the 1940 on the cover of a Montana Highway Department publicity brochure.  This phrase was also the title of Joseph Kinsey Howard's acclaimed book.  Although the original source of the phrase is unknown, evidence points to C. B. Glasscock, who stated in War of the Copper Kings publishedin 1935 that "Life in Butte was high, wide, and occassionally handsome."

Big Sky Country

Big Sky Country was adopted as a Montana nickname in 1961 and is based on the book by A. B. "Bud" Guthrie.  In the summer of 1961 Jack Hallowell hosted writer John Weaver of Holiday magazine, who asked to meet Guthrie.  During their meeting Hallowell casually asked if Guthrie would object to the state advertising departing using "Big Sky" to promote tourism.  Guthrie granted his permission on the spot.  Ironically, the title of the classic novel of the American fur trade originated with Guthrie's editor, Bill Sloane, because Guthrie submitted his manuscript without a title.  Guthrie had sent biographical notes, including the exclamation--"standing under the big sky I feel free"--that his father made during his first day in Montana."

Montana - Naturally Inviting

In 1985 state promoters developed "Montana - Naturally Inviting" as a replacement to "Big Sky County," as they feared that state advertising using that slogan would be confused with advertising for Chet Huntle's Big Sky Resort south of Bozeman.

Montana - Unspoiled, Unforgettable

"Montana - Unspoiled, Unforgettable," was adopted by the State Tourism Advisory Council in 1988.

EZ 2 LUV

"EZ 2 LUV," which was based upon a Motnana State University student's license place, was adopted by the state toursim office in 1995.