What’s not clear is how this tribe will react when they discover the realities of the luminous western lifestyle The Reed is peddling: For example, the fact the ski season is truncated for lack of snow, or the fact the “premium powder “they flog is likely recycled dishwater. The fact that Montana’s wild rivers are drying up, and its fabled trout streams are running at 70 degrees. The fact Missoula air quality mostly hovers between “unhealthy” and “hazardous.” Or that the fire season now accounts for the better part of the summer. Will this sub-iconic Montana still be worth sticking around for? Will the iconic views The Reed “seized” be worth a cool million? And how “urban chic” can the Hip Strip remain, when the artisans, chefs and business people who made it can’t afford to live there?
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