MINNESOTA

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MINNESOTA

• TOURISM
• AWARENESS
• THE CEREAL BOX

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The Path To The Cereal Box

• THE MINNESOTA OFFICE OF
• TOURISM
• - Dept of Trade Economic
• Development
• - Dept of Employment
• Economic Development

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EXPLORE MINNESOTA TOURISM

• Separate Entity
• Director Appointed by Governor
• Explore Minnesota Tourism Council
• 28 folks appt. by Governor

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Funding

• PROPOSED TWO BILLS
• 1. Public/Private Match
• 2. Tax Credit
• Including Provision Requiring
• Minnesota Dept of Revenue
• to Report Quarterly to EMT

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COMBINED INTO ONE BILL

• -Public/Private Match
• -Reporting by Dept of Revenue
• PASSED HOUSE
• PASSED CONFERENCE COMMITTEE
• PASSED SENATE
• SIGNED BY THE GOVERNOR

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• AWARENESS
• BUILDING
• RELATIONSHIPS

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NEXT LEVEL

• Create Something
• Tangible
• Eye Catching
• Filled With Tourism Information
• Fun
• So Whats More Fun Than Babe?

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WHATS NEXT?

• Meet The Candidates
• All 201 Legislative Seats Up For
• Re-election in 2006
• Meet The Press
• Get Stories Published
• Lobby at the Legislature

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GOALS

• Increased Funding For Tourism
• Increased Tourism
• Increased Tax Revenue
• Help Pay For All Those Great
• Programs We Love in Minnesota

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It Is All About Them/Me

• The Cereal Box
• - Gets Me Interested
• - Gives Me a Reason To Listen
• - Tells Me Why This Is Important
• To My Constituents/Readers

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Gives Me Information

• With Which I Can Impress Others
• Presents It All In a Fun Way
• And Thats What Tourism
• Is All About!

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THANKS

• To All The Folks Who Have Put In So Much
• Time Effort on Behalf of Minnesota
• Tourism and This Awareness Program

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The Cast of Characters

• - Explore Minnesota Tourism Council
• - Tom Whelan of NeimerFeiger Marketing
• - Explore Minnesota Tourism
• - John Edman, Director
• - Colleen Tollefson, Industry Relations
  
• Charlie Howe, Colle McVoye Advertising
• Morrissey Hospitality

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Cast of Characters cont

• Representative Rob Gunther
• Representative Dean Simpson
• Senator Carrie Rudd
• Minnesota Hotel Association
• Minnesota Innkeepers Association
• Minnesota Resort Association
• Minnesota Restaurant Association
• Congress of Minnesota Resorts
• Governor Tim Pawlenty

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TOURISM A KEY PART OF OUR ECONOMY

• Tourism diversifies the Minnesota economy and
  expands economic activity.
• Minnesota tourism generates over 25 million in
  gross receipts/sales per day.
• Tourism is comparable to agriculture in its
  contributions to the gross state product.

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RETURN ON TOURISM INVESTMENT

• Tourism marketing provides a measurable return on
  investment.
• Every 1 invested in state tourism marketing
  returns an estimated
• 4.60 in new state and local taxes
• 20.40 in wages
• 53.00 in gross sales

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Leisure Hospitality Jobs

• The leisure and hospitality industry employs over
  230,000 Minnesotans and is a key provider of
  tourism services.
• Source U.S. Dept. of Labor, data based on NAICS
  codes.

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Leisure Hospitality Jobs

• Projected to add more than 46,000 jobs between
  2002 and 2012, a growth rate of 19.
• Comparable to the job growth projected for the
  construction and information industries.
• Exceeds the projections for manufacturing,
  financial activities, trade, transportations and
  utilities.
• Tourism jobs are in a range of businesses, from
  small, family-operated resorts to major
  corporations.
• Positions range from entry level to executive.

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2003 Leisure Hospitality Employment
0 to 300
301 to 1,000
1,001 to 3,000
3,001 to 70,000
Jobs by County
Source Minnesota Dept. of Employment and
Economic Development Leisure and hospitality
businesses include lodging, amusement and
recreation, and eating and drinking
establishments, based on NAIC codes.
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Cook County Gross Sales and Sales Taxes

• Leisure and Hospitality Gross Sales 43.9
  million, including
• Lodging 25.3 million
• Food Service 8.1 million
• Arts, Entertainment and Recreation 10.5 million
• Leisure and Hospitality State Sales Taxes
• Leisure and Hospitality state sales taxes for
  Cook County are 2.7 million of the 5.4 million
  county total
• This is 49.5 of total state sales taxes in Cook
  County
• This is the highest percentage for any Minnesota
  county
• Source Minnesota Department of Revenue 2004

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Cook County Employment

• Leisure and Hospitality Industry
• 993 employees (54 of the 1,830 private sector
  jobs in Cook County)
• Over 14.9 million in wages
• Source Bureau of Labor Statistics, Minnesota
  Department of Employment and Economic
  Development, 2004

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Strong Regional Impact

• Leisure and Hospitality
• 33 of Cook County private sector wages
• 4 for the state as a whole
• Source Bureau of Labor Statistics, Minnesota
  Department of Employment and Economic
  Development, 2004

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TRAVELERS IN MINNESOTA

• The number of travelers in Minnesota is almost
  five times the total population of the state.
• U.S. leisure travelers 23.8 million
• U.S. business travelers 3.9 million
• International travelers 0.7 million
• Total 28.6 million
• Person-trips to and through Minnesota, 2003(One
  person on one trip includes overnighttrips and
  day trips over 50 miles)

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Travelers and Destinations

• The Twin Cities area is the top destination in
  Minnesota.
• Resident travelers
• 50 of U.S. leisure (non-business) travelers in
  Minnesota are residents of the state.
• Out-of-state visitors
• 11.1 million visitors to Minnesota travel from
  other states, including 78 of business travelers
  in Minnesota. Out-of-state visitors outspend
  resident travelers in Minnesota.
• Top home states of non-resident travelers (in
  order) Wisconsin, Iowa, North Dakota, South
  Dakota, Illinois, Missouri, Michigan, Texas,
  Nebraska and California.

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Tourism Impact on Communities
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Tourism A Year-Round Business
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54
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• Just over half of Minnesota travel takes place in
  spring and summer almost half of travel in
  Minnesota occurs in fall and winter.

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Travel Activities
Scenic Touring - 46 Visit Family Friends -
38 Shopping - 32 Fishing - 32 Visit
State/National Parks - 25 Camping - 22 Attend
Fairs/Festivals - 20 City Sightseeing -
19 Visit Historic Sites - 15 Casino Gambling -
14 Hiking - 14 Museum/Concerts/Theater - 13
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Changing Travel Trends

• Travel is closer to home
• Day trips (more than 50 miles one-way) in
  Minnesota were up 7 in 2003. They now account
  for over one-fourth of all travel in the state.
• Trips are shorter in length
• Most trips continue to be only a few days long (a
  median of 3 days).
• Cost-conscious spending
• Travelers are very cost- and value-conscious and
  are looking for good deals.
• More last-minute planning
• Lodging businesses continue to report that
  customers are making reservations much closer to
  the time of travel, or arrive without
  reservations.

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Explore Minnesota Tourism

• Created As A New Public Private Partnership in
  July 2004
• Explore Minnesota Tourism Council Appointed by
  the Governor
• Council Recommended New Public Private
  Partnership Enhancement Funding
• Governors Budget Includes 16.2 Million for the
  Next Biennium
• New Dollars In the Marketplace

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Tourism Works For Minnesota

• Tourism An Increasingly Vital Part of Our
  Economy
• Tourism Contributes Billions in Sales Local Tax
  Receipts to Minnesota
• Tourism Employs Thousands of Minnesotans All
  Across The State
• Tourism Impacts Communities Large Small
• Through partnerships and collaboration Tourism
  Works For All of Us

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Tourism Works for Cook County

• Leisure and Hospitality Industry
• 54 of the private sector jobs in Cook County
• Gross Sales - 43.9 million
• Sales Tax
• Leisure and Hospitality provides 49.5 of total
  state sales taxes in Cook County, the highest
  percentage for any Minnesota county
• Source Bureau of Labor Statistics, Minnesota
  Department of Revenue 2004

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THANKS FOR COMING

• www.bluefinbay.com
• 1-800- BLUEFIN
• www.mntourism.org
• www.exploreminnesota.com