While the phrase "learning center" doesn't appear anywhere in the literature, the two-year effort to develop a brand for Helena will take another step forward late this summer, with a two-month schedule of more than 60 course offerings officials hope will draw more visitors to the Queen City.

The nonprofit Helena Institute has compiled a roster of more than 30 instructors, offering two- to five-day classes in everything from fly fishing to table-making, quilting to training for triathlons.

The courses kick off the last day of July and run through September.

"We wanted to promote people coming here at a time we already see a lot of travelers in Montana (if not necessarily in Helena)," said Jena Sabatini, owner of the Hampton Inn and head of marketing for the institute.

Some classes are weekends and some during the week -- organizers let the instructors choose times that worked for them.

Sandy Shull, owner of Birds & Beasleys and an institute board member, said drumming up people to teach courses has often been as easy as pointing out to various craftspeople that it's something they could do.

"Sometimes it's talking to people who have the talent and getting them to think outside the box. Maybe they've never considered teaching before," she said. "The key thing to note is that everyone gets it and is playing well. It's a good mesh and there don't appear to be any politics involved."

Furniture maker Al Swanson, another board member, is offering a pair of table-making classes, one on an August weekend and one in September.

"I've been (offering classes) for several years on my own and thought it was the perfect fit with what the institute has to offer," he said. "The ancillary benefit to the community is huge, especially when we draw people from other states and regions who have not visited before."

Last year a Washington state consultant recommended Helena brand itself "The Learning Center of the West," attempting to grow visitation here by focusing marketing efforts on things people can come here and learn.

While the "brand" itself isn't carried over to this fall's two months of classes, the concept is essentially the same: use adult learning oppoirtunities to draw additional visitors here at times when there are hotel rooms available. Board members say the theme "Learn to Live!" will show up on many of the institute's materials.

"That ("learning center") was a brand concept, and that's all that was intended to be used for," said institute chairman Marshall Mayer. "But the result of all that good effort by the community over the past two years is this program and what it will evolve into as economic development."

Officials hope this year's two-month trial run can be expanded in the future, either into spring or fall programs or to longer series of offerings throughout the year. If every spot in every class is filled, the institute will teach around 1,100 people in its initial effort.

The institute will shortly advertise for a "concierge," who will help market the classes and also work with people who sign up on lining up accommodations, meals and anything else they might need while in town.

In the future, the Helena Institute will be funded largely by the tourism business improvement district recently approved by the Helena City Commission. But the first chunk of that self-imposed hospitality tax money won't be distributed until after the November property taxes are collected, so the first round of marketing is being funded by the Convention and Visitors Bureau.

The official lineup of course offerings isn't finalized yet, and people won't be able to register until the Web site www.helenainstitute.com is up and running, likely in early June.

For now, people interested in learning more about the Helena Institute -- or who may be interested in signing up to teach a course during this initial season -- can send an e-mail to helenainstitute@gmail.com; join the "Helena Institute" group on Facebook to receive updates; or sign up for updates at the CVB Web site, www.gohelena.com.

John Harrington: 447-4080 or john.harrington@helenair.com.