Explore Minnesota Tourism 2013 Listening Sessions

Explore Minnesota Tourism 2013 Listening Sessions

2013 Listening Session Locations October 7 - Eagan October 8 - New Ulm October 10 - Duluth October 15 - Park Rapids

Purpose: Solicit Industry Input on 2014/15 Strategic Plan

What We Will Discuss Tourism Overview Goals and Strategies New Funding Opportunities Council Recommendations Input From You

Economic Impact of Tourism $11.9 Billion in Annual Leisure and Hospitality Sales $769 Million in State and Local Sales Taxes (17% of All State Tax Revenue) 240,000 Leisure & Hospitality Jobs

Decade of Declines Budget Dropped $10 Million to $8.3 Million Rank Fell to 30 th US Competition Other States Political Support, But Stretch and Maintain

Making the Case Detailed Marketing Plan Marketing not Administration Domestic and International Return on Investment Study Governor s Budget Key Industry Engagement

New Minnesota Miracle 67% Increase in Budget $5.5 Million New Per Year $8.3 Million to $13.9 Million Increased Marketing New Partnerships and Co-ops Success: Thanks to You!

Mission To promote and facilitate travel to and within the state of Minnesota

Goals Grow gross receipts/sales of tourism in Minnesota Generate increased state and local sales tax revenue from tourism Increase leisure and hospitality employment in Minnesota

Strategies Develop results-driven advertising Implement an integrated media and public relations program Develop community, regional and statewide public/private partnerships Provide quality travel information and services that meet consumers needs and interests Promote Minnesota as a destination to travel trade markets Provide timely tourism research on economic impact, travel trends and marketing effectiveness Provide strategic leadership for tourism initiatives and related policy development

EMT Direction Increase advertising reach and penetration New creative campaign New strategies and tactics Increase partnerships and coops Increase grant dollars available to communities Increase international reach Expand niche market activities Focus on research tied to goals

Allocation of FY14 Budget - Increase Only $5,500,000 meetings research sports mktg international website/ IT advertising 3,325,000 grants mktg patrtnerships 850,000 grants 500,000 international 400,000 mktg patrtnerships advertising website/it 350,000 meetings 25,000 research 25,000 sports mktg 25,000

FY 2014 TOTAL Budget Allocations (in percentages of $13,888,000) 0.5 0.5 1.0 0.5 Adver0sing 44.0 5.0 4.0 3.0 2.0 Salaries & Benefits 21.0 Mktg Partnerships 7.0 Grants 6.0 6.0 6.0 7.0 44.0 Infrastructure, rent, IT, admin 6.0 TICs 5.0 Interna0onal/Group 4.0 Distribu0on 3.0 Web redesign 2.0 Research 1.0 21.0 Communica0ons/PR 0.5 Sports Marke0ng 0.5 Mee0ngs & Conv 0.5

Return on Investment Each $1 in state advertising led to $84 in traveler spending 8 to 1 ROI in state and local taxes ($14.6 million) Generated $154 million additional spending 1,850 Jobs

Time for Your Input

Advertising What domestic markets are currently important to you? In the future, what markets have good potential for Minnesota? What time of year do you most need statewide advertising to promote? What tactics are most effective in bring travelers to you?

Partnerships What new statewide partnerships would you like developed? How should we measure the success of partnerships?

Cooperative Advertising What do you see as the value of statewide cooperative advertising programs? What new statewide cooperative advertising programs would you like developed?

Travel Trade What international markets are important to Minnesota? What role does group travel play in your success? What is the value of meetings and sports to you?

Research What statewide research programs are of most value to you? What research efforts are most critical to your success? What new statewide research programs would you like developed?

Grants How important is the statewide grant program to your community? What are the things you like or do not like about the program? What things would you like to see changed in the grant program?

Public Policy What public policy issues would you like the Council to consider? What advocacy or education efforts are most important to you? What policy efforts are most important to continue growth in tourism in Minnesota?

Other

Next Steps Compilation of Results Solicit Input from State Present to Council Final 2014/2015 Strategic Plan

Thank You!