Marketing & Renting Event Spaces

Creating Events and Marketing Rental Spaces Post-Pandemic

It’s safe to say that COVID-19 has shifted the way we do things. In order to keep operations proceeding as normal, parks and recreation agencies nationwide had to pivot to become more creative, inclusive, and innovative in their programming and promoting. In Minnesota, many agencies have done just that.

Expanding the Reach

While balancing budget cuts, capacity limits, and event restrictions, one thing has remained true to the marketing efforts of Minnesota Recreation and Park Association (MRPA) agencies: creativity. Most agencies are utilizing free promotional outlets, such as websites, social media, e-newsletters, and word of mouth, but some are going above and beyond to creatively reach all audiences in their communities. “Whenever possible, we look to trade goods and services for marketing services,” stated Steven Anderson, recreation program supervisor for the City of Roseville. Maximizing your partnerships with community organizations or tapping into your sponsors’ audiences allows for your reach to be expanded. Based on rentable event spaces, MRPA agencies can also take advantage of other local marketing outlets. By joining neighborhood groups, mom groups, or event-related pages on social media, agencies can promote facilities for a variety of parties, weddings, cultural events, and meetings. Creating free accounts on Yelp or Yellow Pages allows the overall reach to expand and gives MRPA agencies a unique platform to promote athletic and event spaces for hosting tournaments, concerts, and more.

Building a Sense of Community

Building relationships and a sense of community will always be a pillar to parks and recreation missions. For MRPA agencies, inclusivity is prioritized when renting and promoting event spaces to citizens. In Brooklyn Park, a Community Events Task Force, made up of community members and organizations, was initiated to gather input and feedback on their Celebrate Brooklyn Park Event series. “[Our] staff has also spent time learning about events in the cultural communities in Brooklyn Park so they are better prepared to work with customers to plan culturally relevant events that meet their individual needs,” said Jen Gillard, recreation services manager with Brooklyn Park. “In Brooklyn Park, 25-percent of residents speak a language other than English at home, so staff [members] are in the process

In Brooklyn Park, 25-percent of residents speak a language other than English at home, so staff [members] are in the process of developing methods for marketing programs, facilities, and services that are accessible, inclusive, and culturally relevant.

Photo: City of Roseville

of developing methods for marketing programs, facilities, and services that are accessible, inclusive, and culturally relevant.” In the City of Rogers, the newly unveiled Rogers Event Center was developed in a centralized location by local organizations on a task force. Their goal was to create a space focused on community-based rental options and gathering space.

Innovation as the New Normal

From the renovated Richter Woods barn in Le Sueur County to Rochester’s Pipsqueaks Indoor Play Zone, from Duluth’s outdoor turf Wade Stadium to River Springs Water Park in Owatonna, creating innovative and unique rental spaces allows for citizens to meet the needs and wants of their event. MRPA agencies can leverage the relationships in their local communities as well as statewide will allow for athletic rental spaces to be seen as tourism locations, thus boosting the local economy and putting the agency on the map. A technological trend is sweeping through parks and recreation in virtual programming, online contactless registration, social media campaigns, and more. Through this innovative movement, MRPA agencies can strive to stay relevant and convenient for their communities. Another trend is developing more outdoor rentable spaces and events. Agencies can meet people where they are in their neighborhoods, parks, and personal comfort levels. Refl ecting on the pause COVID-19 created, and continue to build relationships within the community, will allow MRPA agencies to capitalize on the diversity of their rental spaces and the creativity of their marketing efforts.