GOALS & STRATEGIES
#1
Drive tourism and events to Saint Paul Market and promote Saint Paul to attract visitors, conventions, and events to the city.
Approved by board of directors on November 7, 2024
1. Target key markets for conventions and events Attract conventions and events to the Saint Paul RiverCentre by targeting high-potential markets and optimal times. 2. Attract diverse events Attract new types of events that align with Saint Paul’s venues and assets, including defining the necessary resources. 3. Promote local attractions and experiences and provide centralized visitor info Leverage content and social media to highlight restaurants, attractions, festivals, and neighborhoods to attract local and regional visitors and drive traffic to our website as a comprehensive resource for planning a visit. 4. Support event partners Serve as a resource to event producers and organizations bringing large-scale events to Saint Paul, for maximum impact, positive experience, and repeat bookings. Success Metrics: Events booked, Room Nights booked, Economic Impact reports, Hotel performance reports, Tax Revenue, Social Media metrics, Website traffic
#2
Connect the industry to deliver on our brand promise Engage businesses and organizations to collaborate on driving demand for the city through brand, marketing, promotions, and messages.
6
1. Establish an equitable partnership program Develop a tiered partnership program to engage businesses and organizations, helping them align with and promote the city’s brand promise. 2. Implement a centralized brand strategy Create and distribute a cohesive brand and messaging strategy for partners to amplify key messages and drive excitement and repeat visits. 3. Showcase diverse city offerings Use marketing assets to promote a wide range of people, places, and neighborhoods, highlighting the city's diverse attractions to target audiences. 4. Provide access to data and insights Offer partners access to data and business intelligence through the Tourism Economics Symphony platform to support strategic decisions. Success Metrics: Partner engagement, Breakdown of Partner business ownership (self-selected by the business), Partner satisfaction, Inventory of businesses/neighborhood inclusion, Partner event attendance, Creation of brand toolkit for partner use, Utilization of toolkit, Develop training for toolkit, Participation in training, Business referrals
VISIT SAINT PAUL STRATEGIC PLAN 2025–2027