Colleen Tollefson Explore Minnesota Tourism Minnesota Festival

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Colleen TollefsonExplore Minnesota
TourismMinnesota Festival EventsOctpber 22,
2009
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Agenda

• Tourism Trends
• How We Market
• Web Overview
• New Markets
• Legislative Overview
• Region Update

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Tourism is huge

• 11 Billion Industry
• 247,000 Jobs
• 1 Billion in State and Local Taxes
• Impacts Every Corner

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Revenue and Growth

• Tourism is Key to Recovery
• Leisure and Hospitality 15 of all sales tax
• 10.7 of Total Private Sector Employment
• Leisure Travel is Huge
• Meeting Convention Travelers
• 20 Room Nights Meeting Business

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Where Do They Spend It?

• Shopping - 25
• Recreation - 25
• Food - 24
• Lodging - 14
• Transportation -12

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When Do They Spend It?

• Fall - 25
• Winter - 24
• Spring - 14
• Summer - 37

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Summer 09 Tourism Review

• Vacations to Fit Economic Times
• Plenty of Travelers
• Way They Traveled Different
• Affordable Getaways
• Closer To Home
• Last Minute Bargain Hunters

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Industry Reaction

• Businesses and attractions Impacted
• Some struggled - some benefited
• Fishing, camping, festivals, parks draw
• Traditional resorts OK
• Larger conference resorts impacted
• Hotel occupancy and revenue down

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Health of Businesses

• Survey of 300 lodging properties
• Over 52 stable or positive
• Another 14 financial health growing
• Around one third struggling
• Largest areas in meetings and conventions

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• Economy places stress on sector
• Lodging measures declined
• Need to cooperate and promote
• Meetings good for state - good for you
• Initial activities web site and PR

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Sports Marketing
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Fall Marketing Plan

• Leads
• Web traffic
• Social
• Newsletter subscriptions
• Partnership
• Engagement

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CooperativeMarketing
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Web site Development

• Facelift in August
• More vivid photography
• Improved searching
• Simpler navigation
• Improved mapping
• Database re-engineering

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Upcoming Legislative Session

• Non budget year
• Declining revenues
• Tax considerations
• Vacation home statutes
• Labor day school
• Season of politics

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Regional Marketing Associations

• Now have five regions
• Proposed changes In statutes
• EMT supports regional initiatives
• Separate and state cooperation vital
• Supporting grants and revenue

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New Normal

• Economic changes will not fade
• Impacting organizations and marketing
• Messages need to change
• Budgets and strategies must adjust
• People will continue to travel
• Minnesota tourism will remain strong

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Minnesota is Great!Thank You