Missoula is a commercial and cultural hub serving a Western Montana trade area of over 300,000 people. Reserve Street/ US Highway 93 connects to I- 90 with traffic volume on North Reserve Street around 30,000 vehicles per day (2006).
Missoula is the heart of education, medicine, retail and the arts for Western Montana. Year-round recreation, fine dining, shopping, cultural activities, nightlife, business, and sporting events attract thousands of people every year.
Missoula is home to the University of Montana that has an enrollment of 13,000 students. Many national tourist attractions are located within a few hours drive from Missoula, including Glacier National Park, Yellowstone National Park and Flathead Lake.