EMT Express - May 21, 2008

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EMT Express

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

April Inquiries

Total Phone Calls 2,729
Counselor Assisted 1,234
Voicemail 1,357
Automated System 138
Mail and electronic 39,594
Website brochure requests 3,778
TIC Visitorship 185,346

Despite Economy, Outlook for Summer Tourism Is Positive
Minnesota tourism businesses are optimistic that they have what budget-stressed consumers are looking for this summer: an easy, close-to-home getaway where they can relax and take a break from everyday worries.

Among the lodging and camping businesses across the state polled recently by Explore Minnesota Tourism, almost half anticipate an increase in occupancy and revenue this year, and most of the others expect business to be the same as last summer. But since many people are waiting longer to make trip reservations, some businesses are concerned that they may see fewer guests this summer.

Seven in ten polled businesses expect that high gas prices will either have no effect on their business, or will actually benefit their business, with more travelers taking trips closer to home. A fifth of respondents reported fewer out-of-state customers during the past year.

Although the overall number of summer travelers in Minnesota is expected to be about the same as last year, there are some changes in travel patterns. In general, people are taking more day trips, planning trips closer to home, staying fewer nights, and spending less at restaurants, attractions and gift shops during their trips. On the other hand, attractions like museums, zoos and amusement parks may get a boost from families choosing day trips and at-home vacations instead of a traditional trip away from home.

Some campgrounds are hearing from RV owners that gas prices are keeping them from traveling far from home; six of ten surveyed campgrounds are seeing fewer out-of-state but more Minnesota customers. Resorts and hotels geared toward high-income customers are especially optimistic, since these consumers are less impacted by rising gas and food costs. Bed-and-Breakfasts also have a positive outlook, as more people treat themselves to special weekend getaways as alternatives to long vacations. More resorts now offer shorter stays than the traditional week’s vacation, in response to consumer demand.

For a summer preview for different areas of the state visit press.exploreminnesota.com

Note: This summer outlook is based on an informal survey of 44 lodging and camping businesses across the state conducted the second and third weeks of May 2008 by Explore Minnesota Tourism.

New Minnesota Tourism Region Added Starting in 2009
After a full year of consumer research and industry input, Minnesota will be adding a new tourism region - Central Minnesota and re-affirming geographic names for each of Minnesota’s soon to be five tourism regions. We will narrow our sub-region designations from 28 to 19. The five regions will be: Northwest Minnesota, Northeast Minnesota, Central Minnesota, Southern Minnesota and Minneapolis-Saint Paul area.

The purpose of this reshaping of regions is to better aid consumers in finding areas of the state in which they are interested in traveling. This effort will help us to determine how to market regions in a way that makes sense to consumers; coordinate regional marketing efforts with the marketing from Explore Minnesota Tourism, and provide consistency across all materials produced (electronic, print, etc.).

This change will be manifested in new pages on our Web site, which will feature regional mapping; reorganization of many of our publications, which are broken down by region; and changes to our marketing materials that reflect the state’s regions.

Background on this change
In the late 1960’s, six tourism regions were initiated by the Governor and Tourism Office. Modifications have been made to sustain their viability over time, resulting in the existing four tourism regions.

Forty years later, in 2007, members of the Explore Minnesota Tourism Council asked Explore Minnesota Tourism to review how we market regional areas. A research project was developed with the goal of presenting "regions" with a user friendly consumer focus. The research provided guidelines to be considered as regional positioning was evaluated.

We assessed the regions based on changes in consumer wants, needs and travel patterns, as well as current and future marketing formats, including print, electronic and other developing technology. The study concluded: having regions is better than not having regions; Minnesota’s current regional boundaries do not adequately portray the diversity of Minnesota’s travel product; four regions is too few and 30 sub-regions is too many; when gathering travel information, regions play a different role for familiar versus unfamiliar visitors.

As a next step, two representatives from each of the state’s four regions participated on a task force with representatives of Explore Minnesota Tourism to review regional designations and to determine tourism marketing areas that best meet needs of today’s consumers. Three task force meetings, two meetings with each association and two quad-regional meetings were held to gather input into this process.

In addition, meetings were held with individual counties that were located in areas that could fit consumer expectations in more than one region. Task force recommendations were reviewed with regional associations and industry. Final recommendations were reviewed by the Explore Minnesota Tourism Council.

For a listing of all regions and names or to view a map of the regional boundaries, please see the attached.

Region Name Proposals - Final Draft
Tourism Areas Map

Solicitation for Sales Vendor for Minnesota Travel Guide and Web Site
Explore Minnesota Tourism is seeking a commission-based sales representative to sell advertising in our Minnesota Travel Guide publication and on our Web site at ExploreMinnesota.com. This sales representative’s mission will be to find new advertisers and new audiences for Explore Minnesota Tourism’s print and online products. The vendor would work with existing Explore Minnesota Tourism staff currently managing sales on the Web site. The deadline for submissions is Friday, June 6, 2008.

The full Solicitation for Sales Vendor can be found by following this link:
http://industry.exploreminnesota.com/solicitation-for-sales-vendor/

If interested in receiving more information, contact:
Tim Campbell
Explore Minnesota Tourism
320 W. 2nd St., Suite 707
Duluth, MN 55802
Tim.campbell@state.mn.us
218/723-4692

Travel Packages: Free Exposure Opportunity
Busy consumers look for convenience and value when planning their vacations. Explore Minnesota Tourism’s Web site features ongoing travel packages that combine lodging and recreation for one price on a variety of experiences: Nature & Adventure, Shopping & Entertainment, and Stay & Play. And we now offer an extra section to focus on Golf packages. It’s an ideal way for resorts to highlight on-property offerings, or accommodations to promote nearby courses.

Check out some of the current qualifying travel packages on www.exploreminnesota.com/lodging/deals/index.aspx. We have lots of new offerings for the current May 1 - October 31, 2008 season, but would like to add more. And just a reminder that your packages can now offer up a one-night stay, as well as two or more nights. To see what constitutes a travel package on our site and complete a submission form, go to: industry.exploreminnesota.com/trade-marketing/tt-advertising.

KARE11.com Cooperative Advertising
August through November 2008, KARE11.com is offering a special rate for on-line advertising linked to the Explore Minnesota Tourism page–3 months for $1,100 net. Tourism industry advertisers can also be the exclusive sponsor of the Explore Minnesota Tourism weekly contest August 17th - September 13th. Contact Brad Fisher, KARE 11 at 763/797-7286 or bfischer@kare11.com for details.

St. Paul Pioneer Press Cooperative Advertising
Share the cost of the e-newsletter "Travel Deals" to over 15,000 opt-in subscribers with five other advertisers. Includes photo, text block and link to your website under an Explore Minnesota Tourism banner. Contact: Valerie Jones at 651/228 5327 or vjones@pioneerpress.com

Deadline for Affiliate Travel Information Center Program Applications Nears
Explore Minnesota Tourism is expanding the Affiliate Travel Information Center Program through an application process to local travel information centers. The program provides standardized information for "on the road" travelers and increases the economic benefits to the state and its communities.

Benefits of the program include access to state maps, use of the Explore Minnesota Tourism logo in signing and geographically incorporating Explore Minnesota Affiliate Travel Information Center locations on Explore Minnesota Tourism publications and Web site to increase visitor awareness. Agreements will be based on services, with no financial payments taking place.

The application deadline is June 9, 2008, with the program scheduled to begin January 1, 2009. The new sites will be added to the existing thirty-eight.

Non-profit tourism promotion organizations interested in participation should contact David Bergman, or your Regional Manager for additional information.

David Bergman 888/563-7777
Carol Altepeter -Brainerd Regional Office 888/629-6466
Tim Campbell - Duluth Regional Office 888/876-6784
Dave Vogel - Mankato Regional Office 888/975-6766
Gayle Junnila - St. Paul Regional Office 800/657-3637

DNR to hold Open House Meetings Statewide on the Shoreland Rules Update Project
Open house meetings are scheduled around the state to share information about the shoreland rules update project and shoreland management in general. These meetings are intended to provide information about the rule revision process, how to get involved, what the existing rules cover, and what are the potential areas that could be included in the rule revision. Although these open houses will provide information about the shoreland rules update project, they will also provide information from other entities that have a role in shoreland management or relate to it.

All open houses will take place in the evening from 6:30 p.m. to 9:00 p.m. The locations and dates of the open houses are as follows:

June
3 Metro-Minnetonka
4 Faribault
5 Winona
9 Windom
10 Willmar area
11 Detroit Lakes
12 Alexandria
16 Duluth
17 Brainerd
23 Hibbing
24 Bemidji
25 International Falls

The format of these meetings allows individual conversations on diverse shoreland topics. The statewide shoreland rules are a part of a broader shoreland management effort. These meetings should encourage a more robust discussion on shoreland management as a whole. The meetings include a series of tables or information stations on educational materials, projects, and upcoming events related to shoreland management. Potential topics include water quality, shoreland stewardship, vegetation management, conservation, and fish and wildlife habitat.

For more information visit www.dnr.state.mn.us/waters.

Chinese Group Leisure Travel to the United States to Begin in June
The China National Tourism Administration (CNTA) and the U.S. Department of Commerce announced that starting on June 17, 2008, Chinese leisure travelers may travel to the United States in group tours under a memorandum of understanding signed by both countries. CNTA Chairman Shao Qiwei will lead the inaugural Chinese tour group on June 17, 2008, to Washington, D.C.

For more information on the memorandum of understanding, please visit the following link to The Office of Travel and Tourism Industries Website: http://tinet.ita.doc.gov/pdf/MOU.pdf.

For data on the Chinese inbound market, please visit: http://tinet.ita.doc.gov/view/m-2007-I-001/table5.html.

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: May 21st, 2008

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