Tourism and Minnesota s Economy

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7 billion in wages $878 million in state sales tax 17% of state sales tax revenues Note: Data for leisure & hospitality sector, 2014 International Travel to Minnesota Minnesota s appeal as a travel

2 Tourism and Minnesota s Economy Economic Impact: Sales and Jobs Travel/tourism in Minnesota generates: SALES JOBS REVENUE $13.6 billion in gross sales More than $37 million a day 254,400 full- and part-time jobs 11% of total private sector employment $4.7 billion in wages $878 million in state sales tax 17% of state sales tax revenues Note: Data for leisure & hospitality sector, 2014 International Travel to Minnesota Minnesota s appeal as a travel destination extends across the globe, including: 633,000 Canadian travelers on overnight trips 258,000 additional international travelers from other countries Note: Canadian estimate is for 2014; Estimate for other countries is annual average Leisure & hospitality jobs by county, 2014 Up to ,000 1,001-3,000 3,001-80,000 Growth in the tourism industry Sales at leisure and hospitality businesses grew 37% from 2004 to 2014, including 5% annual growth for $10.0 $11.0 $13.6 Leisure & Hospitality Gross Sales (in billions) Impacts of state tourism advertising 3.2 million Minnesota trips $337.4 million traveler spending $31.2 million direct state and local taxes 2.6 million additional intended trips in next 12 months $75 to $1 traveler spending return on ad investment $7 to $1 state and local tax return on ad investment Note: Impacts of Explore Minnesota s spring/summer 2015 advertising Minnesota ranking among states The economic impact of travel & tourism in Minnesota ranks significantly higher compared to other states in: Traveler Spending Travel-Generated Employment Travel-Generated Payroll Travel-Generated Tax Receipts 24% Winter (Dec-Mar) 25% Fall (Sept-Nov) 22 nd 18 th 15 th 10 th Traveler expenditures by season 37% Summer (Jun-Aug) 14% Spring (Apr-May) Travel & tourism creates jobs and generates sales in every county of Minnesota. Tourism jobs represent all levels of employment, from important entry- level service jobs to high-paying executive positions. Traveler spending indirectly supports jobs in many other industries, as well, from financial services to printing. Change in room revenue Source: STR, Inc % After a decline in room revenue in 2009 due to the recession, Minnesota lodging properties have seen annual increases in room revenue. Traveler spending by sector Spending during Minnesota s 69 million annual person-trips (including overnight and day trips) is distributed throughout the economy: Food 23.5% Recreation 16% Lodging 21% Transportation 16.5% Retail 17% Second Homes 6% 7.7% 8.8% 3.7% 7.8% 7.8% 6.3% Find more information at: industry.exploreminnesota.com Sources: Minnesota 2015 Tourism Advertising Evaluation, Longwoods International; The Economic Impact of 2013 Travel in Minnesota, Tourism Economics; The Economic Impact of Expenditures by Travelers on Minnesota, June 2007-May 2008, Davidson-Peterson Associates; Minnesota Department of Revenue, 2014; Minnesota Department of Employment and Economic Development, 2014; Bureau of Labor Statistics; U.S. Travel Association; U.S. Department of Commerce, National Travel and Tourism Office, ; Statistics Canada, 2014.

3 Economic Impact by County Minnesota s Leisure and Hospitality Industry, 2014 Minneapolis - St. Paul Area Anoka $515,671,031 $34,771,223 12,164 Carver $167,402,057 $11,119,607 3,804 Chisago $60,511,475 $3,936,536 1,461 Dakota $817,349,108 $53,729,727 17,379 Hennepin $4,681,048,376 $307,267,775 79,869 Isanti $33,960,959 $2,378, Ramsey $1,878,232,243 $121,713,288 27,482 Scott $353,798,403 $19,830,978 5,896 Washington $477,244,735 $32,203,251 10,700 Wright $207,778,783 $12,010,512 4,472 Region Total $9,192,997,170 $598,961, ,178 Central Minnesota Aitkin $21,303,335 $1,429, Benton $54,806,319 $3,654,142 1,328 Crow Wing $219,764,993 $13,723,626 3,969 Douglas $108,111,248 $7,272,122 2,217 Grant $2,178,720 $129, Kandiyohi $88,229,427 $5,462,315 1,637 McLeod $42,143,380 $2,804,361 1,290 Meeker $18,578,868 $1,251, Mille Lacs $47,710,177 $2,605, Morrison $40,789,850 $2,820,276 1,045 Otter Tail $87,332,472 $5,839,655 2,055 Pope $14,920,237 $970, Sherburne $82,294,708 $5,245,656 2,163 Stearns $310,680,454 $20,514,081 7,449 Stevens $16,147,681 $930, Todd $19,966,823 $1,386, Wadena $15,559,350 $1,060, Region Total $1,190,518,042 $77,099,401 26,509 Northwest Minnesota Gross Sales Sales Tax Private Sector Employment Becker $79,053,922 $5,090,534 1,552 Beltrami $92,827,650 $6,031,109 2,192 Cass $104,579,509 $6,373,522 1,866 Clay $81,953,715 $5,310,616 1,945 Clearwater $5,707,849 $418, Hubbard $31,419,452 $2,128, Kittson $2,914,505 $201, Lake of the Woods $36,094,180 $2,010, Mahnomen $14,286,821 $974, Marshall $5,173,475 $399, Norman $2,897,790 $194, Pennington $25,212,483 $1,696, Polk $47,697,630 $2,932,443 1,114 Red Lake $2,320,566 $168, Roseau $21,034,459 $1,346, Wilkin $4,537,697 $321, Southern Minnesota Big Stone $4,521,180 $326, Blue Earth $178,359,038 $11,631,162 3,963 Brown $37,537,540 $2,515,410 1,136 Chippewa $15,833,603 $1,107, Cottonwood $10,118,032 $694, Dodge $11,546,686 $811, Faribault $11,065,714 $739, Fillmore $20,026,267 $1,411, Freeborn $44,426,704 $3,011,110 1,009 Goodhue $69,953,034 $4,750,068 1,803 Houston $9,921,296 $681, Jackson $10,478,233 $682, Lac Qui Parle $4,059,040 $277, Le Sueur $27,358,861 $1,726, Lincoln $4,078,741 $296, Lyon $70,864,422 $3,251,500 1,377 Martin $34,217,605 $2,185, Mower $50,175,741 $3,309,800 1,228 Murray $8,116,516 $565, Nicollet $35,372,248 $2,439, Nobles $27,632,132 $1,891, Olmsted $445,238,740 $29,345,590 8,316 Pipestone $11,098,269 $763, Redwood $25,863,966 $1,844, Renville $7,679,065 $540, Rice $155,337,179 $6,488,858 2,339 Rock $10,431,131 $727, Sibley $8,260,746 $593, Steele $69,652,276 $4,278,490 1,543 Swift $8,939,780 $641, Traverse $1,932,793 $135,744 0 Wabasha $27,002,096 $1,775, Waseca $14,339,431 $960, Watonwan $7,244,083 $488, Winona $98,293,435 $6,650,028 2,331 Yellow Medicine $13,077,134 $523, Region Total $1,590,052,757 $100,064,256 34,455 Northeast Minnesota Carlton $66,832,919 $3,968,889 1,084 Cook $59,004,973 $3,759, Itasca $72,699,353 $4,578,685 1,458 Kanabec $13,224,485 $869, Koochiching $29,761,365 $1,898, Lake $34,781,898 $2,289, Pine $66,451,094 $3,530, St Louis $508,749,581 $34,530,464 10,533 Region Total $851,505,668 $55,425,750 16,763 Region Total $557,711,703 $35,599,473 11,538 Minnesota Total $13,622,881,649 $877,706, ,380 Gross Sales Sales Tax Private Sector Employment Notes: State total does not equal the sum of counties or regions because some data is withheld to avoid disclosure of individual businesses; and some state level data is for businesses located outside of Minnesota. The Leisure and Hospitality industry consists of Accommodations; Food Services and Drinking Places; and Arts, Entertainment and Recreation. Sources: Minnesota Department of Revenue; Minnesota Department of Employment and Economic Development Produced by Explore Minnesota Tourism, an office of the State of Minnesota. 1/16

4 Southern Minnesota Tourism Association 2017 Marketing Program Media Description Distribution Flight Dates Deadlines SO MN Amount EMT Match Full Program Amount Leads Delivered Digital Imp/Opens Delivered Average CTR % Average Open Rate Clicks Approx. CPC MIDWEST LIVING MAGAZINE 444,900 April-August Submitted $3, $1, $5, May/June Travel 1/3 page ad + editorial 444,900 Late April Submitted - - $5, Two Issue (4 Month) Reader Service - April-August? SOUTH DAKOTA MAGAZINE 578,000 Feb-June Submitted $2, $1, $3, , $3.12 1/2 page ad in March/April Issue (Scenic Drive Photo) 176,000 Late Feb Submitted - - $ /2 page ad in May/June Issue: Water photo, summer activities (Wind Surfer photo) 176,000 Late April Submitted - - $ /2 page ad in July/August Issue: Fairs & Festivals (Music Fest Photo) 176,000 Late June Submitted - - $ Online run-of-site ad for 6 months approx $10-14 CPM 50,000 March-August Submitted - - $ , $3.12 PANDORA (50% Iowa, 50% MSP Metro, 21+) 1,250,051 Sept-Oct TBD $6, $3, $10, TBD - TBD TBD 30-second audio with companion banner: Target outdoors, travel, adventure, festivals 729,168 4 wks, Start Sept 15 TBD TBD - TBD TBD Engagement banner (no audio) 520,883 4 wks, Start Sept 15 TBD TBD - TBD TBD TAKE 5 MEDIA (40% Iowa, 40% MSP Metro, 20% SD) $20 CPM 765,000 Apr-Sept $6, $3, $10, , % 18.09% 4,698 $ : 7 Things to Do On a Trip to Southern Minnesota - 155,000 Late Apr Submitted - - $2, , % 18.09% 4,698 $ : Fairs & Festivals 155,000 2nd wk of July Two weeks prior - - $2, : Senior Travel - target to age ,000 2nd wk of Sept Two weeks prior - - $2, Display Retargeting off s at $6.50 CPM 300,000 1 wk after Two weeks prior - - $1, TOTALS (TENTATIVE) 3,037,951 $19, $9, $28, , % 18.09% 4,750 $1.84 Contacts Midwest Living Magazine Kim Sommerfeldt kim.sommerfeldt@meredith.com South Dakota Magazine Heidi Marsh heidi@southdakotamagazine.com Pandora Jared Hinkel jhinkel@pandora.com Take 5 Media, 2385 NW Executive Center Dr, Suite 290, Boca Raton, FL Brian Hannon bhannon@take5mg.com x153 Market Information (Not including Midwest Living Magazine) Minneapolis/St. Paul Des Moines / Northern Iowa Sioux Falls / SD Total Spend $9, $9, $5, $23, Percentage 39% 39% 22% 100% Tactical Information Print Digital Total Spend $8, $20, $28, Percentage 30% 70% 100%

5 Publication CPM 25,000 Guides Sioux Falls Argus Leader, Ryan Wanless Sunday - Send 25,000 on Sunday 4/16 $70.04 $1, Weekday - Send 25,000 on Wednesday, 4/26 $63.95 $1, Where to ship: 200 S. Minnesota Ave, Sioux Falls, SD Attn Ryan Wanless Total $3, Lead time: Should have them there by March 31 Des Moines Register Daily Newspaper $ $2, Sunday Newspaper $ $3, TMC (Non-subscribers, Tuesday only) $87.50 $2, South Dakota Magazine March/April issue polybag $ $22, Barcodes Plus Purchase List of 10,000 records $81.25 $2, stuff 1 piece, seal, direct impression and mail-.13 each $ $3, postage estimated-.58 each $ $14, Total $ $19, "x10.5" 2.2oz 38 pages

6 S.M.T.A. Counties COUNTY APPOINTED CONTACT DELEGATES AT LARGE Big Stone County Mary Hillman - Chamber/Tourism chamber@bigstonelake.com Blue Earth County Josh Downey, Park Supervisor Blue Earth Co. Joshua.Downey@blueearthcountymn.gov Katie Adelman, Visit Manakto kadelman@visitmankatomn.com Brown County Sarah Warmka - New Ulm CVB sarah@newulm.com Audra Shaneman, New Ulm Chamber audra@newulm.com Chippewa County Jim Dahlvang Co. Comm. jimdahlvang@gmail.com Cottonwood County Alexandra Leland, Windom Chamber Dir. director@windomchamber.com Dodge County Jane Olive, Dodge County Commissioner ejaneolive@gmail.com Faribault County Cindy Lyon-Blue Earth Chamber chamber@bevcomm.net Fillmore County Cheryl Krage, Lanesboro Tourism tourism@lanesboro.com Freeborn Co. Susie Petersen-Albert Lea CVB susie@albertleatourism.org Kim Nelson, Dir. Freeborn Co. H.S. kcnelson812411@yahoo.com Goodhue County Arloa Bach-Red Wing VCB arloa@redwing.org Dan King, Zumbrota Cmty Devt. Dir. dking@ci.zumbrota.mn.us Houston Co. Jack Miller, Houston Co. Commissioner jack.miller@co.houston.mn.us Jackson Co. Sharon Henning - Jackson Chamber Dir. chamber@jacksonmn.com LacQuiParle County PJ Ellison - LacQuiParle EDA Dir. director@lqpeda.com LeSueur County Jeanne Zwart MFEA tjkmkmz@frontiernet.net Lincoln County Sirrina Martinez Lake Benton CVB SMTA Board of Directors chamber@lakebenton.us patriotrelations@gmail.com lbenton@itctel.com Lyon County Darin Rahm - Marshall CVB darinr@visitmarshallmn.com Martin County Stephanie Busiahn - Fairmont CVB director@fairmontcvb.com Mower County Nancy Schnable - Austin CVB director@austincvb.com Murray County Christy Riley - EDA criley@co.murray.mn.us Nicollet County Jessica Becker - Nicollet Co Historical Society director@nchsmn.org Ed Lee, St. Peter Chamber Dir. spchamberpres@hickorytech.net Nobles County Darlene Macklin-Worthington CVB dmackl@frontiernet.net Ashley Goettig, Worthington CVB agoettig@frontier.com Olmsted County Mary Gastner Rochester CVB mgastner@rochestercvb.org Pipestone County Mick Myers - County Appointed mklad@iw.net Erica Volkir, Pipestone Area Chamber & CVB director@pipestoneminnesota.com Redwood County Anne Johnson - Redwood Area Chamber & Tourism Dir. anne@redwoodfalls.org Renville County Bob Fox - Commissioner bob_f@co.renville.mn.us Susie Lang, Renville Co. EDA susiel@renvillecountymn.com Rice County Nort Johnson - Faribault Tourism nort@faribaultmn.org Lisa Peterson, Northfield CVB lisa@visitingnorthfield.com Rock County Jane Wildung Lanphere - Chamber luvernechamber@co.rock.mn.us Sibley County Pat Steckman - Sibley Co. Rep pdsteck@gmail.com Steele County Jim Abbe - Steele Co. Commissioner jim.abbe@co.steele.mn.us Katie Godfrey, Owatonna Tourism kgodfrey@owatonna.org Swift County Melissa Caruth - UMRVA Melissa.carruth@umvrdc.org Traverse County Wabasha County Christina Dawson, Wabasha Chamber Director director@wabashamn.org Kathy Jo Rodester, Lake City Tourism lakecitytourism@outlook.com Waseca County Carol Raimann - Waseca County EDA carolr@roundbank.com Watonwan Co. Angela Rathman, St. James CVB arathman@lasson.net Winona Co. Pat Mutter-Visit Winona CVB pmutter@visitwinona.com Yellow Medicine Co. Mary Gillespie, Granite Falls Chamber of Commerce gfchamber@mvtvwireless.com

7 CHAMBERS & CVBs CONTACT ALTERNATE Albert Lea CVB Susie Petersen Appleton Area Chamber Shala Korstjen Austin CVB Nancy Schnable Benson Chamber Teri Staton Big Stone Lake Chamber Katie Adelman Blooming Prairie Becky Noble Blue Earth Chamber Cindy Lyon Caledonia Area CVB Karen Hagerott Cannon Falls Chamber Patricia Anderson Elysian Jeannie Zwart Fairmont CVB Stephanie Busiahn Farimont CVB Faribault Chamber-CVB Nort Johnson Granite Falls Area Chamber Mary Gillespie Harmony Visitor/Tourism Ctr. Becky Hoff Historic Bluff Country Barb Bisson Jackson Chamber/Lodging Assn Sharon Henning Jackson Chamber/Lodging Assn Doug Johnson LaQuiParle Co. EDA Pam Ellison LaCrescent Chamber Eileen Krenz Lake Benton CVB Sirrena Martinez Lake City Chamber Lake City Tourism Ben Threinen Lake City Tourism Kathy Jo Rodester Lanesboro Area Tourism Cheryl Krage Lanesboro Area Chamber Shirley Mulder LeSueur Area Chamber Julie Boyland Luverne Area Chamber Jane Wildung Lanphere Madelia Area Chamber Karla Grev Madison Area Chamber Maynard Meyer Visit Mankato CVB AnnaThill Visit Mankato CVB Katie Adelman Mantorville Tourism Jane Olive Marshall Chamber Cassie Marshall CVB Darin Rahm Marshall CVB Audra Ross Mississippi Valley Partners MN River Valley Scenic Byway Kristi Fernholz Page 2

8 CHAMBERS & CVBs CONTACT ALTERNATE Mobilize Montgomery Montevideo Area CVB Emily Sumner Morton Area Chamber & Tourism Bureau Mountain Lake Area Chamber Marva Ott or Rob Anderson New Prague Chamber Debbie Kalousek New Ulm Chamber/CVB Audra Shaneman New Ulm Chamber/CVB Sarah Warmka Northfield CVB Lisa Peterson Northfield Chamber Todd Bornhauser Olivia Chamber of Commerce/City of Olivia Samantha Zeitz Owatonna Chamber Katie Godfrey Pipestone Chamber Erica Volkir Pipestone Chamber Tom Preston Area Tourism Sarah Wangen Red Wing VCB Arloa Bach Redwood Area Chamber & Tourism Anne Johnson Rochester CVB Mary Gastner Rushford-Peterson Valley Chamber Jennifer Hengel Root River Trail Towns/Peterson Toursim Gail Barnard Boyum Sleepy Eye Area Chamber Julie Schmitt St. James Chamber Jennie Firchau St. James CVB Angela Rathman St. Peter Chamber Ed Lee Springfield Chamber Marlys Vanderwerf Tracy Area Chamber Val Lubben Travel SW Minnesota Dave Smith Western MN Prairie Waters Dawn Hegland Western MN Prairie Waters Western MN Prairie Waters Melissa Streich Wabasha-Kellogg Chamber Pat Hund Walnut Grove EDA Waseca Area Chamber Kim Foels Waterville Chamber Kate Wilson Windom Area Chamber of Commerce Kelsey Carlson Visit Winona CVB Pat Mutter or Mary Farrell Worthington Area CVB Darlene Macklin Zumbrota Community Dev. Dan King Zumbro Falls Page 3

9 Tourism Contacts Other/Southern CONTACT ALTERNATE MN DNR Jenifer Wical Farmamerica Waseca Roger Steinkamp Great River Shakespeare Festival Lee Gundersheimer City of Houston Christina Peterson Houston Co. EDA Sam Whitehead Hospitality MN Dan McElroy Greenspring Media Jamie Flaws Itineraries, Inc. Heather Lahren MN Historical Society - Forestville forestville@mnhs.org MN River Valley Scenic Byway Kristi Fernholz info@mnrivervalley.com U of MN Extension Bruce Schwartau bwschwar@umn.edu U of MN Extension Erin Meier tegtm003@umn.edu Intl Owl Center Karla Bloem karla@internationalowlcenter.org CIS - Sand Hospitality Paul Landry PRLandry@SandCompanies.com Southern Minn Scene Rich Larson rlarson@southernminnscene.com Nicollet Co Historical Society Alyssa Auten Alyssa@nchsmn.org MN Trails Jan Lasar jan@mntrails.com MN Film Board Troy Parkinson Troy Parkinson <troy@mnfilmtv.org> Renville County Hist. Society & Museum Nicole Elzenga director@renvillecountyhistory.com Historic Hutchinson House - Faribault Tami Schluter info@historichutchhouse.com Tyler Regional Economic Development (TRED) Board Gary Manson logcabin11@frontiernet.net LaQuinta Inn & Suites - Rochester Andy Thilges lq6610gm@laquinta.com Goodhue Co. Historical Societ Dustin Steckman director@goodhistory.org Northfield Historical Society Hayes Scriven scriven@northfieldhistory.org Sod House on the Prairie/Virginia McCone/Sanborn Virginia McCone vmccone@rrcnet.org Cannon Falls Canoe & Bike Joe or Bill Joe@CANNONFALLSCANOEANDBIKE.com Lake City Tourism - The Frog & Bear B&B Betty Bluem thefronandbearbb@embarqmail.com SJV Creative Designs Kellogg, MN info@svjcreativedesigns.com Laura Ingalls Wilder Museum lauramuseum@walnutgrove.org Lee Gundersheimer Shakespeare Festival - Winona leeg@grsf.org Pat Beyers Pipestone pbeyers@iw.net Trudi Remund Waseca Co. Historical Soc. tremund@mchsi.com Vicki K. Redwood Co. vicki_k@co.redwood.mn.us Page 4

10 Explore Minnesota Tourism Contacts CONTACT Southern Regional Manager Lisa Havelka Explore Minnesota Assistant Dir. Colleen Tollefson Page 5

11 Tourism Contacts Other/Southern Minnesota AAA Tourbooks Carol Johnson Shannon McKeeth MN Monthly Heidi Hannack Itineraries Midwest Kelly Klima LeSueur Historical Society Jean Haas, Laura Ingalls Wilder Museum /Amy Minnesota Cyclist Mike Fredericks Bluff Valley Laura Waters campbvc@aol.com LuAnn Buechler buechler@charter.net Pat Beyers pbeyers@iw.net SE MN Travel Host Janis Chamoun janis@travelhost-seminesota.com Sod House on the Prairie/Virginia McCone/Sanborn Virginia McCone vmccone@rrcnet.org Mighty Dog Media Casey Romano casey@mightydogmedia.com Star Tribune Miriam Lemke mlemke@startribune.com Upper MS River Nat l Wildlife & Fish Refuge Cindy samples@fws.gov MN Trails Annette annette@mntrails.com Rickert Media Jenny Kolander jenny.kollander@rickertmedia.com Rochester Lodging Assn. Ian Freeburg gm@springhillsuites.com Minnesota Trails Chris Fagans chris@mntrails.com Extended Stay America Shane Jeno sjeno@extendedstay.com Redwood County Coordinator Vicki Knobloch vicki_k@co.redwood.mn.us MN DNR Joel Groebner joel.groebner@dnr.state.mn.us Mall of America Melanie Lee melaniel@scretail.net Country Inn & Suites/Mankato Nancy Hiniker nlhiniker@sandcompanies.com SVJ Creative Designs info@svjcreativedesigns.com Schumachers Hotel & Grill 212 Joney Coldagelli info@schumacherhotelandgrill212.com Guardian Inn Le Center Philip Conzano guardianinn@frontiernet.net Northfield / Vintage Band Festival / St. Olaf College Paul Niemisto niemisto@stoaf.edu

GROWTH IN THE TOURISM INDUSTRY

GROWTH IN THE TOURISM INDUSTRY TOURISM & THE MINNESOTA ECONOMY ANNUAL ECONOMIC IMPACT Travel/tourism in Minnesota generates: $10.5 billion in gross sales $650 million in state sales tax CONTRIBUTING TO THE ECONOMY Travelers in Minnesota