EMT Express - July 2, 2008

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EMT Express

Welcome to EMT Express, providing bi-weekly news and tips for the people who market Minnesota tourism.

Explore Minnesota Tourism Launches Multi-Media Campaign to Encourage Minnesotans to Explore Their Own Backyard - and Invites our Neighbors to Peek Over the Fence
This summer, Explore Minnesota Tourism is using new radio ads and a revamped Web site with reminders about the great things to see and do right here in Minnesota to encourage travelers to look for opportunities closer to home. Minnesota is well positioned to be the destination of choice for close-to-home getaways since most of its visitors are from nearby states, and Minnesotans themselves are the state’s top tourists.

"Minnesotans and visitors from our neighboring states and provinces are still in search of some vacation time this summer," said John Edman, director, Explore Minnesota Tourism. "However, many will take fewer trips, stay fewer days, travel closer to home and take more day trips. Exploring Minnesota now makes even more sense."

This summer campaign includes a press release; radio ads, which will be heard in Minnesota, Sioux Falls, La Crosse and Winnipeg; a reinvigorated My Favorite Minnesota™ campaign; e-mails; sponsorship messages and more.

Explore Minnesota Tourism re-launched "My Favorite Minnesota" campaign online at exploreminnesota.com in an easier-to-use format. Now, travelers can search the lists of favorites posted by real users for specific topics of interest, such as camping, biking, golfing, resorts, museums and more.

Featuring photos and video of vacation ideas from Minnesotans, My Favorite Minnesota offers travelers a starting point for planning their summer vacations. From pie shops to scenic drives, people who have traveled Minnesota offer their advice on where to go and what to do.

Through My Favorite Minnesota, those who travel the state are also encouraged to share their tips and ideas for a great vacation with others. Whether you discover trip ideas that are "sure to be cheap or free," or your "Favorite Ways to Travel the World without leaving St. Paul," you can share these ideas with others - and share your trip photos with friends and relatives. See exploreminnesota.com for more great lists.

Minnesota Participates in Congressional Travel and Tourism Caucus Economic Roundtable
Explore Minnesota Tourism Director John Edman, along with a select group of 14 other tourism public and private tourism industry executives participated in the first annual Congressional Travel and Tourism Caucus Economic Roundtable. Minnesota was only one of three other state tourism agencies represented, along with a handful of private sector tourism businesses from Marriott to Orbitz that had the honor to meet in this closed door meeting with House Congressional Leadership and key Administrative officials regarding nation wide issues of concern to travel and tourism in America.

Among the participants in the Roundtable were Michael Chertoff, Secretary of Homeland Security, Carlos Gutierrez, Secretary of Commerce, Congressman Steny Hoyer, Majority Leader of the House, Congressman Roy Blunt, House Republican Whip, Congressman James Oberstar, Transportation and Infrastructure Chair, Congressman John Mica Transportation and Infrastructure Ranking Member, Congressman Jim McCrery, Ways and Means Ranking Member, and Congressman John Boehner, House Republican Leader. The meeting was called by Travel and Tourism Caucus Co Chairs Congressman Sam Farr, and Congressman John Porter.

Topics discussed included trends in overseas travel, expanding the visa waiver program, air and land border crossing issues, the Western Hemisphere Travel Initiative(WHTI), the need for H2B visas, airline mergers and travel concerns, the new transportation authorization bill, and prospects for passage of the Travel Promotion Act. This meeting was a tremendous opportunity for the state of Minnesota to be at the table with a very small group of administration, Congressional, and private sector leaders to address travel’s significance to the U.S. economy. Minnesota concerns regarding border crossings, WHTI, Visa processing, Travel Promotion, and transportation were addressed.


EMT Director John Edman discusses U.S. Canada border crossing issues with U.S. Homeland Security Chertoff

Are You Making All You Could of Your Listing on exploreminnesota.com?
Consumers are posting their travel favorites, including local restaurants, bike trails and off-the-beaten-path attractions. Many of these entities do not currently have listings in our database so when travelers are looking for more information, they may be looking to you. (For example, a restaurant in your town or at your facility may be listed. See this list of examples http://exploreminnesota.com/myfavoriteminnesota/list.aspx?list=29585).

Use the extranet.exploreminnesota.com to update your listing with information about amenities listed in our My Favorite Minnesota section, and then let us know you’ve done that so we can be sure we are directing travelers to the most beneficial source of additional information.

July 11, 2008 is the Early Bird Deadline for 2009 Explore Minnesota Tourism Travel Guide
Make sure that your destination is part of the 2009 Minnesota Travel Guide by purchasing a display ad that will be put in the hands of 325,000 qualified recipients. Early Bird purchasers can save up to 5% on ad costs if signed contracts and payment are mailed by July 11, 2008.

The guide is the response piece for the Explore Minnesota advertising campaign, is ordered from the Explore Minnesota Web site by thousands of travelers and is distributed at all Minnesota/Affiliate Travel Information Centers, at Sport and Travel Shows, the Mall of America and the Minneapolis-St. Paul International Airport.

Your ad in the Travel Guide:

  • Makes you part of the only Explore Minnesota Tourism statewide guide for travel in Minnesota.
  • Reaches a highly qualified, targeted audience of travelers interested in Minnesota.
  • In a recent survey, Explore Minnesota Tourism found that the same percentage of travelers use printed state travel brochures as use state web sites. Bottom line: it’s still important to reach consumers through print advertising.
  • Puts your community or business information in the hands of consumers as they plan their trips.
  • Places you in a travel guide highly rated by consumers.
  • Is a very cost effective way to reach more than 300,000 consumers and drive them to your business, your community and your Web site.
  • Compliments your presence on www.exploreminnesota.com.

For a pdf of the contract go to: Travel Guide Ad Brochure

Early Bird Discount Deadline is July 11, 2008
Final Ad Sales Deadline is August 15, 2008

For more information, contact:
For Northeast and Twin Cities Metro regions, Tim Campbell at tim.campbell@state.mn.us or 888-876-6784
For NorthCentral/West and Southern regions, David Bergman at david.bergman@state.mn.us or 888-563-7777

Explore Minnesota Tourism Seeks to Maximize Emerging Technologies in Marketing Minnesota as a Tourism Destination
In an effort to grow its online presence, Explore Minnesota Tourism formed a new relationship with Morsekode, a Minneapolis-based brand communications group specializing in interactive marketing.

Locally-grown Morsekode will provide interactive marketing services with a focus on driving traffic to the Explore Minnesota Web site, and ultimately encouraging travel from residents and non-residents alike. Morsekode was chosen from six competing agencies.

The contract runs through June 1, 2009, and will include strategic planning and counsel as well as the development and implementation of interactive marketing tactics. (See press release at Explore Minnesota Tourism Taps Morsekode For Interactive Marketing)

Explore Minnesota Tourism Announces First Round of Summer of Fun Giveaway Winners.
See Apple Valley Resident Wins Atv From Explore Minnesota Tourism’s Summer Of Fun Promotion for details.

2009 Grant Guidelines Available
Guidelines for 2009 Organizational Partnership Grants are now available. The primary objective of partnership funding is to assist communities in attracting travelers to Minnesota. Grant requests will be accepted for projects occurring January 1 - December 31, 2009. Guidelines are posted on the industry website at:
http://industry.exploreminnesota.com/grants/partnership-grants/

For the second year, a grant program to encourage innovation and creativity in partnership projects is also offered. To be eligible for the Innovative Grant Program, projects must meet criteria established for innovation and creativity. Applications will be evaluated by a team of marketing professionals and final scores will determine whether the grant request is funded. New this year is the ability to receive additional points for projects that are environmentally friendly. The Innovative Grant Program has a minimum funding request of $10,000 and a maximum of $30,000. A pre-application must be completed and returned to your Regional Representative by Tuesday, September 9, 2008, who will then provide feedback before the final application is due Wednesday, October 1, 2008. More information on criteria, guidelines and all necessary forms are posted at: http://industry.exploreminnesota.com/grants/innovative-marketing-grant-program/

In addition to the partnership grants, a Scenic Byway grant program is also available to scenic byway organizations in Minnesota. Applications must be postmarked by Wednesday, October 1, 2008, with a maximum request of $2,500. The link to guidelines for this program is: http://industry.exploreminnesota.com/grants/scenic-byways-grants/

If you are a Minnesota non-profit tourism organization and are interested in submitting a grant request or want further information about guidelines contact your Regional Manager:

Central - Carol Altepeter 888/629-6466 or David Bergman 888/563-7777
Metro - Gayle Junnila 800/657-3637
Northwest - Carol Altepeter 888/629-6466 or David Bergman 888/563-7777
Northeast - Tim Campbell 888/876-6784
Southern - Dave Vogel 888/975-6766
OR call Explore Minnesota Tourism at 800-657-3637; 651-297-2333

Electronic Marketing Tip
Did you know that you can update your listing any time you need to make a change? Listings can be entered or updated directly by tourism businesses and organizations online at: www.extranet.exploreminnesota.com. The Explore Minnesota database is the information source for the Journey travel planning service and for exploreminnesota.com. For more information, contact Kim Fitzgerald at kim.fitzgerald@state.mn.us

Minnesota in the News

  • The Mayor of the Lake Erie town of Port Clinton, Ohio launched a volley across the proverbial bow when in mid-May he proclaimed Port Clinton the Walleye Capital of the World. Associated Press writer Kristina Smith Horn covered the story, revealing that six other towns make the same claim, including Baudette’s for Lake of the Woods. The saga has been picked up (so far) in the Sandusky Sunday Register, the Willoughby OH News-Herald, the Defiance OH Crescent-News, and the New Philadelphia OH Times-Reporter.
  • An attractive four color spread in the June issue of Lakeland Boating was entitled, "Minnesotan Majesty. In the Land of 10,000 lakes, Minnetonka stands out as a boater’s haven."
  • The May 11 Moline, IL Dispatch ran a story, "What to do in Duluth," that was originally penned by Linda Zavoral in the San Jose Mercury News.
  • Gary A. Warner’s bylined feature, "Small In A Big Way," was originally carried in The Orange County Register, featuring a dozen American towns "well worth visiting." Included in the list was Wabasha, Minnesota and the story was distributed by the McClatchy/Tribune Syndicate and to date was picked up by the Houston Chronicle, Atlanta Journal Constitution, San Luis Obispo Tribune, San Ramon Valley Times, Pleasanton CA Sunday Times, West Contra Costa Sunday Times, and the Georgia Times-Union. The feature includes a photo of the Anderson House.
  • National Geographic Traveler precursed the forthcoming conventions of the two major political parties, with feature material on Denver and Minneapolis/St. Paul.A sidebar, "Design Mecca on the Prairie," tells of "Eight essential experiences in cosmopolitan, convention-ready Minneapolis."
  • The June 13 New York Times ran "Mud and Muck In Everglades of the North," a story about Stephen Regenold’s visit to and flight over The Big Bog in northwestern Minnesota, and tours provided by Jerry Stensing’s Big Bog Eco Tours.
  • Travel & Leisure’s July edition includes a short item about ‘paddling’ in the Boundary Waters, mentioning the area’s "top tour operator," Wilderness Outfitters.
  • An eight-page color feature in the upscale "North Shore" magazine in Chicago ran in its June issue "Best of the Midwest: Into the Heartland," is a wonderful roundup described as: "From Civil War landmarks to waterparks and wine trails, we chart a course through America’s great middle west, uncovering secret treasures and exclusive destinations that are all within a day’s drive."
  • Arthur Frommer’s May 25 ‘Budget Travel’ column, headlined "Enjoy 10 cheap summer vacations," places at number three the Boundary Waters Canoe Area of northern Minnesota. To date the column has run in the Corpus Christie Caller Times, San Luis Obispo Tribune, Lakeland FL Ledger, Witchita Sunday Eagle and the Milwaukee Journal Sentinel.

Recycling Food Waste Workshop
Food makes up a significant portion of the waste stream for many businesses. Recycling food waste saves money on solid waste disposal fees, enhances a company’s image, and is beneficial to the environment. Learn about food waste recycling in Minnesota and hear success stories from businesses that have implemented food waste recycling programs.

Wednesday, July 30, 2008
8:45 A.M. - 12:00 P.M.
Minnesota Waste Wise
400 North Robert Street, Suite 1500, St. Paul

Cost:
Members $45
Non-members $65

To register, contact Kate Worley at 651/292-4662 or email kworley@mnchamber.com

New Winter Research Reports Available
Two new reports provide profiles of Minnesota’s winter travelers and preliminary estimates of the state’s winter lodging revenues. The traveler profile report includes traveler interview responses from this past winter, along with responses from interviews conducted during the 2005-06 winter season. The lodging revenue report covers just the 2007-08 winter season. Both reports consider winter to be December through March.

Minnesota’s winter adult travelers tended to be in their early 40s and had household incomes in the low $70,000s. Nearly half (48%) were Minnesota residents. Beyond Minnesota, the leading states of residence for Minnesota’s winter travelers were North Dakota (8%), Wisconsin (6%), Iowa (2%), Illinois (2%) and South Dakota (2%). There was substantial regional variation in the incidence of Minnesota resident travelers, from a high of 75% for the Northeast region to lows of 33% for both the Southern and Metro regions.

Half of Minnesota’s winter travelers were on a vacation or short pleasure trip (51%), and 27% were traveling for personal reasons including weddings funerals and medical reasons. Average party size and nights stayed were both just under three (2.7 people and 2.9 nights, respectively). Over one quarter of travelers had children younger than 18 in their travel party (28%), and 86% had taken at least one pleasure trip in Minnesota during the previous five years. Just under three quarters of Minnesota’s winter travelers stayed in paid accommodations (74%), and 14% were on a day trip of 50 miles or more away from home. Travelers’ most frequently cited activities during their Minnesota trips included dining out (76%), shopping in at least one of five categories (49%), participating in one or more of 13 listed outdoor activities (39%) attending at least one of seven categories of events (35%), visiting friends or relatives (22%), and sightseeing or driving for pleasure (14%). Details for individual activity categories are provided statewide and by region.

The preliminary estimate of Minnesota’s total lodging revenue for winter 2007-08 was $446 million. This total included $480 million at hotels/motels/B&Bs, $38.5 million at resorts, and $67 thousand at private campgrounds. Public campgrounds were not included in the seasonal estimates, but will be included in the final economic impact report. Preliminary figures for occupancy and average lodging rates were 56% and $98 for hotels/motels/B&Bs; 38% and $137 for resorts; and 3% and $11 for campgrounds.

These seasonal reports are part of a 12-month traveler profile and economic impact study, and are available for viewing or downloading from the research page of Explore Minnesota Tourism’s industry website: industry.exploreminnesota.com/research. The University of Minnesota Tourism Center, the Minnesota Arrowhead Association, the Minnesota Heartland Tourism Association, the Southern Minnesota Tourism Association and the Metro Tourism Committee partnered with Explore Minnesota Tourism to make this research possible. Davidson Peterson Associates conducted the research, including in-person interviews with 480 winter 2007-08 travelers and phone interviews with more than 500 lodging property managers throughout the state. Final reports for the study will be available in the fall, providing annual and seasonal results for Minnesota and the four tourism regions.

Application Information for CURA Community-Based Research Programs
The Center for Urban and Regional Affairs (CURA) Community-Based Research Programs is considering applications for applied research assistance. Proposals are due by October 30 (for Spring Semester assistance - mid-January through May).

Programs provide graduate or undergraduate student assistance for applied research projects, program planning and development, program evaluation,* and other short-term projects. Student assistantships are generally 10-20 hours per week for three to four months.

For an online application form, go to: http://www.cura.umn.edu/Programs/curaappform.html

You are strongly encouraged to contact the appropriate program director to discuss potential projects prior to submitting your application:

CAP - Will Craig, 612-625-3321, capcura@umn.edu
Communiversity - Tom Scott, 612-625-7340, scott001@umn.edu
NPCR - Kris Nelson, 612-625-1020, nelso193@umn.edu
Unsure? - Jeff Corn, 612-625-0744, curacbr@tc.umn.edu

If you’ve received this newsletter from a friend and wish to subscribe yourself please subscribe at EMT Express Subscriptions.

If you have an article you wish to submit for consideration, please contact: Colleen Tollefson, 651/297-2635, 800/657-3637.

Posted: July 2nd, 2008

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