2018 Roseville Visitors Association Annual Report

ROSEVILLE VISITORS ASSOCIATION ANNUAL REPORT 2018

VISION PERFECTLY POSITIONED FOR A GREAT EXPERIENCE MISSION CONTRIBUTE TO THE IDENTITY AND ECONOMIC VITALITY OF OUR COMMUNITY BY PROMOTING ROSEVILLE AS A DESTINATION

YEAR IN REVIEW

By Julie Wearn, President and CEO

Perfectly Positioned Roseville and the Roseville Visitors Association (RVA) will look back on 2018 as a year of triumph, tribulation and change in Roseville’s hospitality industry and personally at the RVA. We lost our colleague Carrie Ford in July 2018. Carrie was the first sales person hired by the newly established visitor’s association in 2000 and a posthumous recipient of the Roger Toussaint Award in February of 2019 in recognition of her significant contributions to Minnesota’s Tourism Industry.

We hired Elisabeth Ostrander the former Senior Marketing Vice President with Rosedale Center in early December 2018. Liz Ostrander previously sat on the board for 2 terms.

Our hotel community benefitted for a week and a few hotels for a month or more with NBC moving in to cover the big game and weeklong festivities leading up to it.

Final numbers on economic impact according to Rockport Analytics is $400 million – net. Visitors totaled 125,000 of which 58,800 were game day ticket holders, 30,310 nonticketed visitors, 26,310 non-local credentialed support staff, 6,150 team or NFL affiliation and 3,430 non-local media. Combine that with the influx of visitors in Saint Paul to view the 70-foot-tall Ecolab Ice Palace and the fact that 120 Arborvitae and Spruce trees were lit with over 200,000 lights for OVALumination. The Twin Cities capitalized on Super Bowl LII and dominated the national spotlight for days.

The tourism industry in Roseville continued to grow in 2018 with occupancy up 2.9% over 2017 while our average rate increased year over year by $3.57. Though we will admit that the occupancy and dramatic ADR increases year over year had a bit to do with hosting Super Bowl LII at U.S. Bank Stadium in Minneapolis on February 4, 2018.

Rosedale remodeled, new restaurants and shops opened adding more reasons for tourists to visit ‘Perfectly Positioned’ Roseville. Our team has pride and passion for our community and working together with our hospitality partners we look forward to continued tourism growth for many years to come.

STAFF Roseville Visitors Association Board of Directors

Roseville Visitors Association

Dan Roe Zach Crain Luci Botzek Kathy Johnson Bartley Blume Mindee Kastelic Gina Miller Patrick Trudgeon Ken Gay Sahil Taneja Chris Noonan

Julie Wearn President/CEO Shannon Thomasser Director of Sales Liz Ostrander Director of Marketing and Communications Melissa Meyer Marketing Manager

City of Roseville - Mayor Nilan Johnson Lewis MN Ski Areas Association Consultant Bent Brewstillery Consultant Roseville Marriott Hotels City of Roseville – City Manager Consultant Radisson Hotel Minneapolis St. Paul Minnesota State Fair

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STRATEGIC GOALS & KEY INITIATIVES 2018- 2020 1. INNOVATIVE MARKETING & SALES

INCREASE BRAND AWARENESS - Social media video content - Facebook, Instagram, Twitter - Travel Planners/ Tradeshows - Peer to Peer Trip Advisor Reviews - Bloggers - 2019 Visitor Survey

SALES STRATEGIES TO IMPROVE DOWN TIMES

CREATE UNIQUE EXPERIENCES IN ROSEVILLE

- Promote midweek $ - Repeat visitation - Grant program New businesses and new events - Create room night generating events

- Better packaging and promotion to target markets - Collaborate with hotels and attractions - Collaborate with Roseville Public Arts Commission for public art installations

LEVERAGE RELATIONSHIPS - Strategic Hospitality Partnerts - Travel and Meeting Planners - Restaurants - City - Colleges and Universities - City Government

2. ENHANCE VISITOR EXPERIENCE

ADVOCATE FOR COMMUNITY/ VISITOR ENHANCEMENTS - Improve network of signage with clear directions/ connections between lodging and amenities- parks, shopping restaurants - Work with the City to create Gateway Welcome to Roseville areas - Advocate for more entertainment/ community options - Ensure hotel compliance in security for guests and employees

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DEVELOP A NEW SIGNATURE EVENT

DEVELOP WORKFORCE STRATEGIC

- Work with RVA Internal Community Advocacy Group and local event rights holders - Focus on winter activity that helps in down times

- Engage with community leaders, Roseville School District- Career Pathways, Ramsey County Workforce, Grow Roseville, Chambers of Commerce - Focus on fact careers in hospitality go from entry level to C Suite - Increased Transportation options to hotels/ restaurants - Right Track

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STRATEGIC GOALS & KEY INITIATIVES 2018- 2020 3. STRENGTHEN COMMUNITY ENGAGEMENT

IMPROVED RELATIONSHIPS WITH HOSPITALITY SECTOR - Connecting hospitality community members - Hospitality Updates, “What’s the Buzz?”

- Host quarterly meetings and test out open house in Fall 2019

IMPROVE PUBLIC UNDERSTANDING - Refine one sheet economic highlights of hospitality in Roseville

CONTINUED INVOLVEMENT IN COMMUNITY BOARDS AND ORGANIZATIONS - St. Paul Area Chamber of Commerce - Roseville Business Council - Twin Cities North Chamber of Commerce - Midway Chamber of Commerce - FOR Parks - Friends of the Oval Foundation - GAVEL - St. Paul Festival and Heritage Foundation - MN Association of Convention and Visitors Bureau - Destination International - American Bus Association - Associations North - Meeting Planners International - Society of Government Meeting Planners

4. STRATEGIC TARGETS 2018-2020 - 8% yearly increase in all social media platforms and brand awareness

- Create More Coop Partnerships by 2019

- Two New BOD members February 2018- (obtained 3)

- Enhance community partnerships and engagement in RVA events

- Name Change & Trademark 2019

- Increase STR Occupancy and ADR by 2% - Gateway Welcome Signup up by 2020

- Improved collaborations with hospitality entities

- Signature Event winter 2020

- Better understanding of RVA role in community

- DMAP renewal 2019

- Hotel Staffing stabilized 2020

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WHAT’S NEW AND INNOVATIVE! 2018 SUPER BOWL INCLUSION OVALumination & NBC Sports taping of USA Women’s Bandy.

ROVIVAL Inaugural event held in conjunction with Rosedale Center.

Featured live entertainment, food and fun in a parklike atmosphere in the Rosedale parking lot.

RECEIVED NEW EVENT EMT GRANT $34,373 - for RoViVal

ROSEDALE CENTER renovated and added new retailers including Von Maur, Revolution Hall & Rose and Loon: - VON MAUR is a department store unlike any other. Their dedication to their customers, well-known interest free charge card, complimentary gift wrap, excellent customer services and wonderful store ambiance (including live pianist) sets them apart from the rest - REVOLUTION HALL, a multifaceted culinary marketplace showcasing a variety of concepts under one roof. Ranging from fine-casual restaurants to artisanal products to communal dining spaces, Revolution Hall offers an array of premier and dynamic food and beverage options with a sophisticated and familyfriendly approach - ROSE & LOON believes the maker movement is here to stay.

It features handmade products such as jewelry, clothing, and home décor made by Midwest artisans that are bound to stand out from the rest. Rose & Loon combines a flea-market shopping experience in a small boutique.

2018 ANNUAL REPORT

SOCIAL MEDIA STATS

January 1, 2018- December 31, 2018 15,019 followers to 16,288 followers (increase of 1,269)

January 1, 2018- December 31, 2018 1,780 followers to 1,940 followers (increase of 160)

January 1, 2018- December 31, 2018 837 followers to 1,278 followers (increase of 441)

COMMUNITY RELATIONS AND ADVOCACY

DESTINATION FUNDING & LEADERSHIP

Sex Trafficking collaboration with Roseville Police Department, Roseville Police Foundation, Roseville Rotary, Grace Church and The Source.

1. The RVA team continues to lead in community outreach and serve on local boards and committees: JULIE WEARN - 2017/18 Roseville Rotary President - Executive Board Secretary for St. Paul Festival and Heritage Foundation - Explore MN Tourism Metro Marketing Committee - VP Roseville Police Foundation Board SHANNON THOMASSER - Foundation Board Chair of SPACC 2018 - FOR Parks Board - Friends of the OVAL Foundation - St. Paul Area Chamber of Commerce Board of Director 2. Winner 2018 Best CVB MN Meetings & Events 3. Presidential Citation Award from Rotary 2018 4. Finalist for Best MN Town

2019 YEAR AHEAD 1. Hygge Promotion, March 2, 2019 2. New Visitor Guide format – think like a local/insider info 3. New marketing initiatives and social media content calendars 4. Collaborate on public art installations and 2020 Plan PAGE 5 - 2018 ANNUAL REPORT

SOCIAL MEDIA POSTS

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ECONOMIC IMPACT

12,002 BOOKED IN 2018

ECONOMIC IMPACT OF GUESTROOMS* + DAILY VISITOR SPENDING

= $6,744,646.00 REVENUE UP

3.2% over 2017 *Estimated Economic Impact Formula for Definite Room Rates X # of Room Nights = Total Hotel Revenue Number of ppl X $150 = Daily Visitor Spending Total Revenue + Daily Visitor Spending + Estimated Economic Impact

2018 ANNUAL REPORT

TRADESHOWS

25 APPOINTMENTS 200 FLIERS ABOUT ROSEVILLE DISTRIBUTED TO ATTENDEES

619 ADDRESSES COLLECTED 392 EMAILS COLLECTED 900 VISITOR GUIDES HANDED OUT

30 PRIVATE APPOINTMENTS AND ONE ON ONE APPROXIMATELY 2,000 ATTENDEES, ALL RECEIVING

200 ATTENDEES,

119 EMAILS COLLECTED 500 VISITOR GUIDES HANDED OUT

ALL RECEIVED INFORMATION ON RVA

INFORMATION ON RVA THROUGH EXPLORE MINNESOTA SPORTS

LOCAL DISTRIBUTION OF VISITORS GUIDE 1. Field Trip Library – Minnesota History Center – 500 Visitor Guides 2. Minnesota’s Sportsmen’s Boat, Camping & Vacation Show – RiverCentre – 200 Visitor Guides 3. RV, Vacation & Camping Show – Minneapolis CC – 200 Visitor Guides 4. Northwest Sportshow at Minneapolis CC – 200 Visitor Guides 5. All hotels supplied with Visitor Guide 6. Mall of America Visitor Display Center 7. Visitor Guides at all State of MN Highway Rest Areas

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