Seeking Group Travel Partners: 
Say Howdy at ABA Marketplace 2012
Representatives from across Minnesota will once more jointly promote our state at the nation’s largest gathering of group tour operators, the American Bus Association Marketplace. We will again feed the masses and spread the word about our great destinations and attractions in the state at next year’s Marketplace, to be held in Grapevine, TX near DFW Airport, January 6-10, 2012.A kick-off meeting was held in late October. Consider being a part of Team Minnesota at the ABA 2012 Marketplace; the chance to join us remains. Participation requires membership in ABA and Marketplace registration of $1,295, plus travel and hotel expenses. Most meals are included. To participate in the Minnesota booth is an additional $600 fee. Contact Chris Van Meter to advise of your interest.

NOVEMBER UPDATE

We’re making headway on efforts for our Minnesota booth at American Bus Association’s 2012 Marketplace. Some players have changed, and we’re tweaking some of the booth activity and focus. Following is a brief update from our meeting and timeline for being ready for ABA in Grapevine.

THEME

Our booth will dovetail that of EMT’s 2012 Group and Packaged Travel Planner. This year’s theme will be shopping in Minnesota. Thus our “playbook” will this year become a “wish book” or catalog, playing up not only Mall of America’s 20th anniversary, but our advantage of tax-free shopping and unique products and retailers around the state as a basis for weaving together itineraries and attractions. Rather than our décor of years past, we plan to scale back and reflect specifically our booth sponsors and related shopping motif.

SPONSORSHIP LEVELS

Two sponsorship levels are again offered at the same price as previous years. Entities that attend ABA and wish to be part of the Minnesota booth pay $600. We also offer a secondary sponsor level to those who seek visibility but won’t be onsite, at a cost of $500. Representation for both realms includes:

• a two-page presence in our materials distribution

• sponsor mention on advance communication and emails to booth visitors.

• first crack at lead share from EMT, weeks before it is posted on our industry website.

OPERATOR GIVEAWAY

Each year we seek a themed giveaway for tour operators who stop by our booth. We are evaluating several unique reusable shopping bag options, one that is practical yet draws attention among the buyer delegates. A $2 unit cost is viable, with an anticipated order of 600 or more. Though we had discussed not doing an advance item for distribution in the operators’ registration bags, it is recognized that the opportunity is included in our $5,000 sponsorship fee, and we should take advantage of the chance to get the word out. The piece will again incorporate a response card element for prize drawings.

PRIZES

Daily prizes will be awarded to those buyers who fill in our response card. We expect to feature fewer items that reflect the products and destination offerings available here. Think of business relationships you have who may be interested in providing items with a wow factor.

WISH BOOK

We will again have two pages per sponsor, plus additional pages with state highlights, map and sample itinerary(ies). Rather than a recipe this year, the notion was presented to allow an area for each sponsor to highlight a “deal”, a special offer – we all know shoppers love bargains!

TIMELINE

Dec 1 – Sponsors’ content for Wish Book

Dec 12 – follow up meeting, final text review

Dec 13 – all appointment requests due

Dec 23 – all items for booth due at EMT

Dec 27 – assembly of operator registration card packets

Dec 29 – shipment of booth items

Jan 5 – setup of booth begins

Jan 6 – booth setup completion at noon

Jan 7-10 – booth operation each day

Jan 7 – Product Pavilion Day

Jan 8 – DMO appointments

Jan 9-10 – attractions/lodging/restaurant appointments

 

Save the date and plan in your budget for participation at the 2012 ABA Marketplace in Grapevine, TX (DFW metro): January 6-10, 2012 

The 2010 Marketplace was the fourth and strongest presence yet for Team Minnesota. And what a team presence, with 20 of us pulling together to represent the state’s great group tour experiences. Our booth boasted the look of the Wild, Timberwolves, Twins and Vikings, who found victory against the Cowboys during Product Pavilion Day on the Marketplace floor. We scrimmaged throughout the week offering lefse, wild rice soup and grilling up 120 cans of SPAM over four days. And not just regular SPAM; we changed the game frequently with bacon, cheddar, hot n’ spicy, turkey and other varieties available at the SPAM Museum, a popular group tour stop in Austin.

The strategy worked, providing  more interaction with tour operators to get more groups into the end zone known as M-I-N-N-E-S-O-T-A. We even handed over our “playbook” with our organizations’ highlights, contact info and game day recipes, and a sports towel to wave along the way. The visits exhausted our supplies (and our teammates) who came home with the feel of victory.

And as Vikings fans are again left to utter “maybe next year”, our team will gather again in late summer to prepare for the 2011 Marketplace in Philadelphia. If you want to join us, contact coach Mary Ann Steen at 651-757-1871.