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