2023 Bloomington CVB Marketing Plan

LETTER FROM THE PRESIDENT

As we begin 2023, there is much to be excited about in Bloomington. We continue to see increased travel to our destination and remain focused on our efforts to inspire travelers to visit Bloomington. Although inflation and a potential recession have affected the American economy, we are cautiously optimistic that visitation to Bloomington will continue to rise and return to pre-pandemic levels.

Destination marketing continues to evolve, with new technologies and platforms emerging every day that bring many new opportunities for us to engage with our visitors. A major initiative planned for 2023 is a redesign of our current website, with much-needed updates to streamline engagement with users. A brand and logo refresh is also in the works, which we feel is timely in this competitive marketplace.

Our digital marketing continues to take center stage, and creative video content remains popular with consumers. Social media and influencer campaigns will also be an important tool for us to interact and connect with consumers while extending our brand.

A core pillar of our strategic plan is measuring the impact of the visitor economy through data insights to help us better understand consumers. Improving our understanding of visitor spend, actions, and demand remains important to optimize marketing strategies.

In the group meetings market, we continue to see positive signs of recovery, and we are ramping up our sales department to engage with these groups. Many changes have occurred within the group market within the last three years, and our focus will be to create new partnerships that target decision makers to bring meetings to Bloomington.

Amateur sports continues to be a great market for Bloomington hotels and will continue to be a key focus for us. We will also continue to support Minnesota Sports and Events as they bid for large city-wide sporting events for the Twin Cities and are excited about many new opportunities this year.

Lastly, we are hopeful that the United States will win the bid for the 2027 World Expo, which would be held in Bloomington. The decision will be made in June of 2023. Hosting such a major event would bring an influx of visitors to our destination and have a major impact on tourism in Bloomington for years to come.

As always, we are committed and proud to market the great city of Bloomington, our many hotels, and Mall of America to visitors around the world. We look forward to an excellent year ahead!

Bonnie L. Carlson, CDME President & CEO

STRATEGIC PLAN

PURPOSE STRATEGIC PLAN

Our Strategic Plan clearly defines our purpose, goal and strategy. The following pages provide details of our key initiatives.

PURPOSE

Inspire travelers to visit Bloomington, MN.

GOAL

Maximize economic impact to Bloomington by driving hotel stays.

STRATEGY

We put the traveler first by deeply understanding their motivations and showcasing the convenience and fun of a Bloomington visit.

PRIORITIES

Market The Destination Target Travel Decision Makers

Invest in Traveler Insights Champion Service Excellence Strengthen Our Organization

KEY INITIATIVES

Execute high-impact annual marketing plan

Invest in digital platforms & capabilities (e.g., marketing and website redesign)

Enhance MOA partnership opportunity

Grow first-party data strategy

Invest in partners’ platforms for group marketing & sales (all segments)

Secure more sports – youth, national & amateur events

Reengage international travelers Support World Expo 2027 initiative

Leverage data/analytics for deeper market understanding and data-driven decision-making

Assess business transient market segment for future growth opportunity

Relaunch Diamond Service Awards

Identify hospitality partnership & curriculum through key vocational programs

Focus on employee retention & hiring Serve as the voice of the industry in Bloomington

Build internal capacity for new development (e.g., water park, event center, hotels) Host industry relations and events

We believe there is no substitute for the human connection and in-person experiences that travel makes possible.

We exist to inspire travelers to visit Bloomington, MN.

DESTINATION HIGHLIGHTS

TOP FEEDER MARKETS*:

MARKET THE DESTINATION

OVERVIEW

As the official destination marketing organization for Bloomington, we utilize an assortment of marketing activations to ensure we are reaching and engaging consumers at every phase of trip planning to drive room nights to our hotels while keeping visitor spending strong. Utilizing digital marketing continues to be our preferred method of reaching our target audiences.

In 2023, one key priority will be to redesign the BloomingtonMN.org website to further increase functionality, optimize engagement, and provide highly engaging content and visuals to inspire travelers to choose Bloomington when visiting the MinneapolisSaint Paul metro area. In addition, a new and revitalized Bloomington Convention and Visitors Bureau brand and logo will be introduced across all channels and platforms, bringing to life our brand offerings while effectively engaging our audiences.

Our research shows that travel will remain a high priority in 2023; however, it will be important to keep a pulse on traveler sentiment, as rising costs and inflation may affect traveler budgets. Key messaging will focus on providing value, with more experiences and more fun. Travelers still enjoy the great outdoors, which is an opportunity for us to highlight activities in the area for nature enthusiasts.

As you review our 2023 marketing plan, you will see that our key marketing strategies will continue to follow our purpose statement: “Inspire travelers to visit Bloomington, Minnesota.”

We are optimistic and encouraged by opportunities for our industry and destination in 2023 and are excited to welcome visitors from near and far to Bloomington!

KEY STRATEGIES

• Refresh Bloomington CVB brand and logo with new, fresh creative

• Redesign website and update the platform to enhance mobile and desktop functionality, visitor engagement, and creative design

• Utilize our data, insights, and analytics to provide industry insights for our partners that also guide actionable marketing data-driven decisions

• Continue our Mall of America partnership and initiatives, which include domestic and international group and trade activities; digital and social promotions; in-mall activations; destination review FAMs for planners and influencers; co-production of the Bloomington/ Mall of America Visitor Guide; print, digital, trade and leisure advertising; and seasonal promotions

• Support and market to diverse groups, including Black, Latinx, LGBTQ+, and special needs communities

• Maximize technology platforms to optimize engagement, conversion, traveler insights, and visits

• Build traveler engagement by creating inspiring messaging for our seasonal leisure campaigns

• Create ongoing promotions that inspire travelers to visit Bloomington

• Establish content creator social strategy to enhance marketing reach and increase visual assets that meet the audience in an authentic way

• Build upon our robust video and photo asset library

• Use eCRM insights to better target subscribers through relevant content, segmented lists, and automated re-engagement campaigns

• Implement robust lead system to help group sales identify highly engaged meeting planners, prospect, and measure engagement

• Relaunch The Big Ticket, our three-day attraction pass, to drive incremental visits and attraction attendance while providing visitors added value during their stay in our destination

• Increase partners in our Bloomington Play, Stay and Save savings pass, a complimentary mobile-friendly savings pass that offers special discounts, creates visibility, and drives additional revenue for Bloomington businesses

TARGET TRAVEL DECISION MAKERS

OVERVIEW

The Bloomington CVB sales department’s mission is to inspire planners to bring their meetings and events to our destination and then connect those planners with our hotels for bookings. The 2023 outlook for Bloomington meetings, sports, and group sales is expected to be stronger than in 2022. It will be a year of expanding our sales team personnel and digital marketing initiatives to cover overall market segments. As planners continue to utilize technology for research and bookings, the Bloomington CVB will pursue new technological solutions to market our destination and maintain our strong presence on Cvent and other digital platforms.

We will continue to invest in partners’ platforms for group marketing and sales in all segments; secure more youth, national, and amateur sporting events; and re-engage international travelers. Bloomington will be hosting two major high profile meeting conventions this year, the Society of Government Meeting Professionals (SGMP) National Education Conference (NEC) and Connect Meetings Marketplace. Both will create many opportunities to showcase our destination to top planners in the country. Many of our marketing and sales strategies can be found below, including several bold strategies to build confidence in the marketplace, create visibility, and encourage leads.

Shifting of planner demographics means a shift to digital platforms

KEY STRATEGIES GROUP

• Focus on new medium to large groups that fit Bloomington hotels

• Increase engagement and distribution of our group enewsletter

• Host individual trade publications editors to promote new products and earned media on the destination

• Continue to build on our relationship with thirdparty planners by enhancing our partnerships with ConferenceDirect, HelmsBriscoe, Maritz Global Events, and CWT Meetings and Events

• Expand awareness of Bloomington as a group travel destination for meetings and events at select industry trade shows

• Develop a series of familiarization trips with planners to showcase Bloomington hotels and hospitality

• Increase social media activity to drive value proposition of Bloomington as a place to hold your meeting

• Continue to partner with Explore Minnesota, Meet Minneapolis, and Visit Saint Paul on select trade shows

• Identify associations and groups that support diversity, equity, and inclusion outreach to build business within all group market segments

SPORTS MARKET

Sports Events and Tourism Association’s 2022 State of the Industry report estimated a robust $39.7 billion in direct spending on sports-related travel, equating to nearly $92 billion in economic impact that generated 635,000 total jobs and just shy of $13 billion in total tax revenue. These numbers are an indication that the sports market has significantly rebounded from the pandemic. The sports market has always been resilient in Bloomington, with a focus on traditional stick-and-ball sports as well as massive growth in the esports space.

• Maintain partnership and bidding with Minnesota Sports and Events (upcoming opportunities include NCAA, NFL, NHL, NBA, and USOC events)

• Continue to work with and grow market share with AAU for future event opportunities in our strong vertical markets of hockey, volleyball, and basketball

• Continue to support new events with the Bloomington Sports Grant Program and evaluate measurements for results of Bloomington-hosted events

• Develop and execute a tactical strategy with NorthStar Media for existing industry conferences, new trade show opportunities, and sales activations

• Continue to grow and expand online housing opportunities in the sports market

INTERNATIONAL MARKET

The international market is predicting a slight increase in travelers for Bloomington in 2023 with the return of additional international flights at MSP Airport. Direct airlift to MSP includes Amsterdam, London, Hamburg, Mexico City, Paris, Reykjavik, Seoul, Haneda, Japan, and other destinations throughout the Americas. According to the latest forecast from the United States Travel Association (USTA) and Tourism Economics, international travel will remain resilient, despite high inflation and an overall decline in consumer sentiment.

• Support and enhance our partnership with Brand USA in our key markets in the U.K., Europe, and Asia, including Japan and South Korea

• Research U.K. and European tour operators, OTA, and airline marketing opportunities to promote foreign individual travel (FIT) for individuals and families

• Continue to partner with international airlines and Visit USA committees to host international FAMs with Mall of America and showcase our destination

• Re-engage with Great American West/Rocky Mountain International and Great Lakes USA to promote Bloomington and Mall of America as a gateway destination and stopover for international travelers

CORPORATE MARKET

The corporate market continues to be very strong for Bloomington hotels. However, the segment is not without its challenges, including a shift to smaller to mid-size meetings and booking windows as small as six months. Bloomington is a strong market for corporate meetings due to the size and variety of hotels, proximity to Minneapolis-St. Paul International Airport (MSP), Mall of America, and safety.

• Continue to target key corporate third-party planner companies, such as HelmsBriscoe, Maritz Global Travel, ConferenceDirect, and CWT Meetings and Events, to shift market share to Bloomington

• Expand coverage on Cvent platform through partnership activation

• Successfully host Connect Meetings Marketplace and engage clients via pre/post-FAM activation

• Partner with EMT, Meet Minneapolis, and Visit Saint Paul for a large-scale activation at IMEX America

• Identify corporate meetings requiring between 200-700 peak room nights nationally and in-state

GOVERNMENT MARKET

The number of in-person government meetings and events are increasing, although many are still being held virtually or in a hybrid format. Most government sourcing agents are still working remotely and need the flexibility for hybrid meeting options. Bloomington will host the Society of Government Meeting Professionals (SGMP) National Education Conference (NEC) in 2023, which will be an opportunity to showcase how our destination can successfully accommodate government groups.

• Expand overall presence and participation with SGMP leading up to hosting SGMP NEC in Bloomington

• Host a planner familiarization trip prior to the SGMP NEC conference to showcase our destination

• Implement digital marketing opportunities with SGMP national and local chapters

• Develop connections with government planners to increase leads for hotel partners

ASSOCIATION MARKET

The national association market is in recovery from the pandemic, as it was one of the hardest hit markets. Due to the size of many annual conferences and the restrictions put in place, many cancellations happened through early 2022. There are positive signs as we move in to 2023, as annual conferences and events are rebooking and the market segment is up 36%.

• Increase leads with MCI Association Management, which represents 130 international associations

• Target groups under 1,200 in Chicago and Washington, D.C. through trade show activation and sales missions

• Expand coverage on Cvent platform through partnership activation

• Partner with Explore Minnesota Tourism (EMT) and other Minnesota destinations in an activation at the American Society of Association Executives (ASAE) Annual Meeting and Exposition for maximum exposure for our region

FAITH MARKET

The religious market continues to grow on a local, regional, and national level. Many of the events that have been cancelled or postponed due to the pandemic are now re-booked for future years. Bloomington hotels work well for small to mid-size meetings; however, we also play a key role in supporting larger city-wide events with a focus on the youth market. Some trends seen in this market include optimizing event education sessions, integrating wellness into events, and community engagement.

MILITARY REUNION MARKET

Military reunions have been slow to recover due to pandemic concerns; however, we are starting to see interest increasing and the potential for longer stays. There is also increased awareness around mental health and the importance for veterans and their families to stay connected. Military reunions are a great piece of business that are typically more flexible with their dates and can be great to fill hotel need dates. Work with Mall of America to update Beyond the Yellow Ribbon landing page with unique offers

• Review current database for Minnesota religious planners to help solicit larger regional and national small to mid-sized events

• Create a series of webinars for the faith market to educate planners about our destination and services

• Continue to sponsor and activate at Religious Conference Management Association (RCMA) Emerge

• Enroll in the Certified Faith-Based Meeting Professional (CFMP) continuing education program

• Connect with Bloomington hotels to audit military reunion amenities

• Create new military itinerary and promote at Military Reunion Network (MRN) Educational Summit

• Participate in military reunion webinars and activate digital opportunities

• Update military reunion page on website with military reunion information and include images from volunteering activities

DOMESTIC TOUR MARKET

Bloomington is well positioned in the domestic tour market because of our central location; tours to Canada, Duluth, North and South Dakota and Chicago frequently use the Twin Cities as a stopover destination. With the addition of the new luxury Viking Cruises departing and stopping in Saint Paul and Duluth, arriving travelers have the option of overnighting in Bloomington and enjoying Mall of America and the Twin Cities area.

As tour operators navigate the “new normal” of travel with less bus drivers, fewer and more expensive flights, and COVID-19 issues, they are seeing smaller groups with an average of 30 people vs 50 people in years past. The new domestic leisure traveler is interested in luxury experiences such as private city tours, handson experiences, high-end sports and concerts, and specialty shopping.

• Create new luxury itineraries to include one-of-akind experiences only found in our destination

• Promote Bloomington as a great stopover destination for travelers on Viking Cruises

• Activate National Tourism Owners Network database to bring additional tour groups to our destination in 2023

HEALTHY PEOPLE, HEALTHY PLANET, HEALTH AND WELL-BEING FOR ALL

WORLD EXPO 2027

As we begin 2023, we are very excited to announce that the Bureau of International Expositions (BIE) has officially approved and advanced the United States and Minnesota’s bid to host a Specialized World Expo in 2027. This is the first time since 1980 that the BIE Executive Committee has deemed a bid viable on behalf of the United States and brings us one step closer to making this a reality in 2027.

With Bloomington as the preferred site for the Expo, it is a tremendous opportunity that we have never had before. Securing this Specialized Expo would be a destination game-changer and would drive substantial economic benefits and new development for the city of Bloomington. The decision by the BIE is expected in June 2023.

A key priority of ours in 2023 will be to remain engaged on all levels to support this initiative along with community and national leaders to bring this event to the United States and Bloomington in 2027.

INVEST IN TRAVELER INSIGHTS

OVERVIEW

The Bloomington Convention and Visitors Bureau relies on key data insights from a variety of industry partners to guide us in our marketing decisions, and to serve as a resource for our industry partners to help them in their marketing initiatives and budget planning. This became even more important as we navigated through the pandemic.

Over the last five years we have seen data and analytics become more sophisticated and complex. As new opportunities to collect more in-depth intelligence and data are available to us, we believe it is crucial that we are able to look deeper into the insights to better understand the implications they can provide for our marketing decisions. It is for these reasons that in 2023 we are committing resources to this area to assist us with insights analysis.

2023 INITIATIVES:

• Enlist data insights expertise for deeper market understanding and datadriven decision making

• Create dynamic platform for industry access

CHAMPION SERVICE EXCELLENCE

Be our guest!

OVERVIEW

In 2023, we will host the 25th annual Diamond Service Awards ceremony for the Bloomington hospitality industry. We believe our front-line service personnel are key ambassadors who help to keep customers returning for repeat visits.

This important awards ceremony recognizes hospitality professionals and their tremendous commitment to our industry. The gala in May 2023 will be a celebration for our employees, partners and business community, as we mark 25 years of great hospitality in Bloomington!

2023 INITIATIVE:

• Identify and support partnerships and industry programs that promote, support, and elevate the importance of careers in hospitality

STRENGTHEN OUR ORGANIZATION

OVERVIEW

As the industry continues to see recovery, strengthening our internal team will be a key priority for 2023, with a focus on our sales and marketing departments in addition to operations.

2023 INITIATIVES:

• Add additional staff in key areas of need that were identified in our recent analysis of current staffing

• Serve as a voice of the hospitality industry in Bloomington

• Continue to participate and support the City of Bloomington and key partners in new development (e.g., water park, multi-use event center, hotels)

• Host industry events with hotels and partners to keep the hospitality industry engaged

BOARD OF DIRECTORS

AT-LARGE

CHAIR: Mr. Dave Mona, Senior Consultant and Former Chairman, Weber Shandwick

VICE CHAIR: Ms. Fay Beauchine, President, Brojure

Dr. Joyce Ester, President, Normandale Community College

Mr. Dan Jasper, Vice President of Communications, Mall of America

Mr. Mitch Kilian, Vice President of Governmental Affairs, Metropolitan Airports Commission

Ms. Kathy Tunheim, Principal and CEO, Tunheim

CITY OF BLOOMINGTON

Mr. Tim Busse, Mayor, City of Bloomington

Mr. Shawn Nelson, Bloomington City Council

Mr. Jamie Verbrugge, City Manager, City of Bloomington

HOSPITALITY INDUSTRY

Mr. Shane Christenson, AC Hotel by Marriott Bloomington Mall of America

Mr. Jim Saccoman, Owner, Sly’s Kitchen