MINNEAPOLIS TOURISM MASTER PLAN STEERING COMMITTEE MEETING AUGUST 24, 2016
TODAY S AGENDA Welcome & Introductions: Bill Background & Today s Objectives: Bill Co-Chairs Comments Mayor Hodges David Berg Bob Lux Research Review: Kevin Workshop: Knowledge-Sharing and Opportunities for Alignment: Kjersti Sub-Committees: Bill Next Steps: Bill 2
WELCOME & INTRODUCTIONS 3
BACKGROUND & TODAY S OBJECTIVES 4
TOURISM MASTER GROUNDING January August PLAN TIMETABLE OUTREACH PLAN DEVELOPMENT February - August September - December IMPLEMENTATION 5
2015 METROPOLITAN AREA VISITORS Sources: D.K. Shifflet & Associates, Ltd. and Respective DMOs (Kansas City 2014) 6
TODAY S OBJECTIVES Review the learning gained through the grounding and outreach efforts. Share knowledge among committee members. Formalize the sub-committees. Other? 7
CO-CHAIRS COMMENTS Mayor Hodges David Berg Bob Lux 8
RESEARCH REVIEW 9
RESEARCH METHODOLOGY DMO Visitors Hospitality Industry Travel Writers TMP Task Force Key Stakeholders Residents Meeting Planners 10
RESEARCH METHODOLOGY Focus Groups One on One Interviews Open Streets MPLS Surveys Workshops 26 Unique Audiences 3,026 Interviews 5 Data Collection Methods One Compelling Story 11
RESEARCH REVIEW Residents Visitors Travel Writers Meeting Planners Hospitality Industry Key Stakeholders 12
RESIDENTS 13
RESIDENTS WHERE DO YOU TAKE VISITORS? Source: Open Streets MPLS Collected by Meet Minneapolis in June, July and August, 2016 14
RESIDENTS AFRICAN - HISPANIC - AND EAST AFRICAN - AMERICANS WHERE DO YOU TAKE VISITORS? Source: Focus Groups and Interviews Among the African, Hispanic and East African American Communities Conducted by Creative Catalysts on Behalf of Meet Minneapolis in July 2016 15
RESIDENTS AFRICAN HISPANIC - AND EAST AFRICAN - AMERICANS WHAT DOES THE CITY NEED FOR VISITORS? Source: Focus Groups and Interviews Among the African, Hispanic and East African American Communities Conducted by Creative Catalysts on Behalf of Meet Minneapolis in July 2016 16
DID Ambassadors make a difference. Visitors comment on them. They haven t seen them in other cities. Something else I would like to see more is like to upgrade Lake Street... more Mexican. You know? Safety on Hennepin and Nicollet. Develop Eat Street between Grant and Franklin. RESIDENTS AND BUSINESS OWNERS Sources: Ward 7, Loring Park/Eat Street Activity Center and Citizens for Loring Park Community Outreach Sessions Conducted by Meet Minneapolis on May 25, 2016, June 16, 2016 and July 25, 2016, Respectively. Focus Groups and Interviews Among the African, Hispanic and East African American Communities Conducted by Creative Catalysts on Behalf of Meet Minneapolis in July 2016 17
More eating places by the river... No soul food restaurant. Minneapolis, particularly Cedar Riverside is not safe for us.... Somalis live other states love to go to Somali malls when they come here. Cultural festivals in the summer are great ways to spend time with others. RESIDENTS AND BUSINESS OWNERS Sources: Ward 7, Loring Park/Eat Street Activity Center and Citizens for Loring Park Community Outreach Sessions Conducted by Meet Minneapolis on May 25, 2016, June 16, 2016 and July 25, 2016, Respectively. Focus Groups and Interviews Among the African, Hispanic and East African American Communities Conducted by Creative Catalysts on Behalf of Meet Minneapolis in July 2016 18
Arts / Culture Beer Business Vitality Cultural Diversity Festivals / Events Infrastructure Outdoors / Nature Safety RESIDENTS PREVAILING THEMES 19
VISITORS 20
NET PROMOTER SCORES 84 78 VISITORS 34 34 84 Net Promoter Score Highest Ever Seen by SIS Recent Ever Never -25-23 Visit Again Recommend Source: National Travelers Study Conducted by Strategic Insights & Solutions (SIS) on Behalf of Meet Minneapolis in June and July, 2016, n = 655 21
70% Recent Ever Never VISITORS 42% 32% 30% 16% 1% Live in 5 State Area Travel In & Out of US Sources: National Travelers Study Conducted by Strategic Insights & Solutions (SIS) on Behalf of Meet Minneapolis in June and July, 2016, n = 655 22
Reason For Visit VISITORS Visit Friends or Family 24% 28% Weekend Getaway 9% 25% Obligation Business Trip 7% 25% Not Kid Friendly Recent Ever Sources: National Travelers Study Conducted by Strategic Insights & Solutions (SIS) on Behalf of Meet Minneapolis in June and July, 2016, n = 450; Focus Groups Conducted by Meet Minneapolis in Fargo, Des Moines and Chicago on April 11, May 19 and June 27, 2016 Respectively 23
Impressions of Minneapolis Fun 74% 89% VISITORS Lots to Do 71% 88% Cultural Active Year-Round 66% 62% 82% 82% Young millennial liberal vibe Hip 41% 58% Recent Ever Sources: National Travelers Study Conducted by Strategic Insights & Solutions (SIS) on Behalf of Meet Minneapolis in June and July, 2016, n = 450; Focus Groups Conducted by Meet Minneapolis in Des Moines on May 19, 2016 24
58% Why Never Visited? NEVER VISITORS 13% Lack of Interesting Activity Weather Sources: National Travelers Study Conducted by Strategic Insights & Solutions (SIS) on Behalf of Meet Minneapolis in June and July, 2016, n = 205 25
When You Think of Minneapolis What Words Come to Mind? NEVER VISITORS Advertise - don t see or hear anything about Minneapolis. Sources: National Travelers Study Conducted by Strategic Insights & Solutions (SIS) on Behalf of Meet Minneapolis in June and July, 2016, n = 205; Focus Groups Conducted by Meet Minneapolis in Fargo, Des Moines and Chicago on April 11, May 19 and June 27, 2016 Respectively 26
Restaurants Shopping (Other than MOA) Leisurely Walks Sightseeing Parks Bars/Nightclubs Neighborhoods Mississippi River Professional Sports Events 70% 70% 65% 49% 48% 47% 41% 38% 97% RECENT VISITORS ACTIVITIES Source: National Travelers Study Conducted by Strategic Insights & Solutions (SIS) on Behalf of Meet Minneapolis in June and July, 2016, n = 250 27
Craft Beer Taprooms City Lakes Museums Festivals/Fairs Theaters Live Music in Clubs Stone Arch Bridge Farmers Markets Sculpture Garden Arena Concerts Biking Orchestras Comedy Clubs 4% 4% 29% 28% 27% 25% 22% 19% 18% 18% 16% 13% 10% RECENT VISITORS ACTIVITIES Disappointment 24% Traffic Source: National Travelers Study Conducted by Strategic Insights & Solutions (SIS) on Behalf of Meet Minneapolis in June and July, 2016, n = 250 28
Arts / Culture Awareness Nightlife Outdoors / Nature Restaurants Shopping Sports Transportation & Wayfinding Winter VISITORS PREVAILING THEMES 29
TRAVEL WRITERS 30
TRAVEL WRITERS STRENGTHS OF MINNEAPOLIS AS A DESTINATION? Source: National Travel Writers Survey Conducted by Meet Minneapolis April 2016, n = 188 31
TRAVEL WRITERS CHALLENGES FACING MINNEAPOLIS AS A DESTINATION? Source: National Travel Writers Survey Conducted by Meet Minneapolis April 2016, n = 188 32
Arts / Culture Awareness Culinary Outdoors / Nature Shopping Winter TRAVEL WRITERS PREVAILING THEMES 33
MEETING PLANNERS 34
CLIENT ADVOCATE SCORE MEAN = 27.6 Vancouver San Diego Toronto San Antonio Austin Seattle Montreal Boston Portland Louisville Nashville Cleveland Denver Minneapolis Pittsburgh Washington, D.C. Orlando Milwaukee San Francisco Anaheim Phoenix Indianapolis New Orleans Charlotte Miami Detroit Kansas City Chicago Salt Lake City Houston Columbus New York Philadelphia Baltimore -2-5-3-19 -13-12 2 4 7 14 1718 Dallas Las Vegas Cincinnati Atlanta Los Angeles St. Louis 28 2933 28 19 20 21 21 22 222428 46 464950 43 34 34 3537 68 75 65 51 55 5657 Source: Survey of Meeting Planners, Watkins Research Group, December 2015 - February 2016, n = 619 35
RANK AMONG 40 CITIES Clients All 29 th 22 nd 22 nd 23 rd 21 st 19 th MEETING PLANNERS MINNEAPOLIS AS A MEETING SITE 7 th 9 th 4 th 14 th 2 nd 4 th 4 th 10 th 1 st 19 th Our analysis indicates that Minneapolis is currently viewed as a niche destination. - Watkins Source: Survey of Meeting Planners, Watkins Research Group, December 2015 - February 2016, n = 619 36
Convention Hotel 9% Lower Prices 9% Advertise / Market 36% MEETING PLANNERS MINNEAPOLIS AS A MEETING SITE Better Airlift 10% Other 13% WHAT COULD MINNEAPOLIS DO TO MAKE IT MORE LIKELY FOR YOU TO RECOMMEND THEM TO A BUSINESS ASSOCIATE OR COLLEAGUE? Better Weather 23% Source: Survey of Meeting Planners, Watkins Research Group, December 2015 - February 2016, n = 137 37
Awareness Infrastructure Transportation Weather MEETING PLANNERS PREVAILING THEMES 38
HOSPITALITY INDUSTRY 39
HOSPITALITY INDUSTRY WHAT KIND OF CITY SHOULD WE BECOME? Source: Meet Minneapolis Annual Meeting Attendees Outreach Session Conducted by Meet Minneapolis on March 1, 2016 40
HOTEL GENERAL MANAGERS & DIRECTORS OF SALES WHAT IS MISSING IN ACCOMODATIONS? Source: Minneapolis Hotel General Managers and Directors of Sales Outreach Session Conducted by Meet Minneapolis on March 29, 2016 41
Arts / Culture Awareness Events Infrastructure Outdoors / Nature Safety Shopping Transportation & Wayfinding Winter HOSPITALITY INDUSTRY PREVAILING THEMES 42
KEY STAKEHOLDERS 43
MEET MINNEAPOLIS BOARD OF DIRECTORS MINNEAPOLIS TOURISM OPPORTUNITIES Source: Meet Minneapolis Board of Directors Outreach Session Conducted by Meet Minneapolis on February 17, 2016 44
CIVIC & BUSINESS LEADERS MINNEAPOLIS TOURISM OPPORTUNITIES Source: One-on-One Interviews Conducted by Conventions, Sports & Leisure on Behalf of Meet Minneapolis in May, June and July 2016 45
Awareness Events Infrastructure Outdoors / Nature Policy Safety Sports Transportation & Wayfinding Winter KEY STAKEHOLDERS THEMES 46
RESEARCH REVIEW The collected data provide a guide for the formation of the sub-committees. 47
RESEARCH REVIEW Regional Marketing Nightlife Transportation & Wayfinding Downtown Retail Craft Beer Outdoors / Nature Culinary Neighborhoods Activities Arts / Culture Awareness Sports Business Vitality Policy River Safety Cultural Diversity Festivals / Events Community Engagement Infrastructure Music Scene Winter Restaurants Task Force SIX PLATFORMS (Proposed) 48
SUB- COMMITTEES (PROPOSED) Minneapolis Awareness Tourism Diversity & Inclusion Tourism Infrastructure Tourism Policy Tourist Activities Visitor Transportation & Wayfinding 49
SUB- COMMITTEES (PROPOSED) Minneapolis Awareness Tourism Diversity & Inclusion Tourism Infrastructure Awareness of Minneapolis as a tourist destination is low. Visitors & planners say they don t know enough about the city. How do we increase awareness? We are a city rich in cultural diversity. Cultural communities add vibrancy to the social fabric. How do we develop these unique offerings for the benefit of the tourists & communities alike? Enhancements to the built-environment of neighborhoods may attract tourists. How might gateway signage, monuments, landscaping and other infrastructure strengthen these destinations? 50
SUB- COMMITTEES (PROPOSED) Tourism Policy Public policy can affect tourism through funding, safety and regional collaboration. How can we enhance tourism through smart public policy? Tourist Activities Visitor Transportation & Wayfinding Sports, shopping and nightlife draw many visitors, while museums, theaters and family attractions are underutilized. How do we curate a full portfolio of activities for our visitors? Visitors desire to explore the neighborhoods, lakes and cultural institutions, but it is not always obvious how to get around. How do we help visitors find their way and make the most of our transportation options? 51
WORKSHOP KNOWLEDGE- SHARING AND OPPORTUNITIES FOR ALIGNMENT 52
SUB - COMMITTEES 53
SUB- COMMITTEES (PROPOSED) Minneapolis Awareness Tourism Diversity & Inclusion Tourism Infrastructure Tourism Policy Tourist Activities Visitor Transportation & Wayfinding 54
NEXT STEPS 56
NEXT STEPS Issue summary of today s meeting and related documents. Staff will meet with sub-committee co-chairs. Bring sub-committees to full complement. Schedule meetings. Develop format of and tools for meetings. Conduct the meetings in October/November. Write the plan document. Review of plan document by all committees in Q1 2017. Develop implementation plan. Launch March 2017. 56