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HomeMy WebLinkAbout2014-03-04_WORK SESSIONTues Tues Mon Tues Tues Tues Tues Jues ues Tues Tues Tues Tues Mon AGENDA WORK SESSION CITY OF EDINA, MINNESOTA COMMUNITY ROOM TUESDAY, MARCH 49 2014 5:30 P.M. CALL TO ORDER II. ROLL CALL Ill. NINE MILE REGIONAL TRAIL UPDATE IV. DESTINATION MARKETING ORGANIZATION V. ADJOURNMENT The City of Edina wants all residents to be comfortable being part of the public process. If you need assistance in the way of hearing amplification, an interpreter, large -print documents or something else, please call 952- 927 -8861 72 hours in advance of the meeting. SCHEDULE OF UPCOMING MEETINGS /DATES /EVENTS Mar 4 Work Session —Three Rivers Park District Nine Mile Creek 5:30 P.M. COMMUNITY ROOM Regional Trail Update /Destination Marketing Organization Mar 4 Regular Meeting 7:00 P.M. COUNCIL CHAMBERS Mar 17 Board and Commissions Annual Dinner Meeting 5:00 P.M. HUGHES PAVILION CENTENNAL LAKES Mar 18 Work Session — Bike Edina Task Force /Joint Meeting With ETC 5:00 P.M. COMMUNITY ROOM Pentagon Park Term Sheet Mar 18 Regular Meeting 7:00 P.M. COUNCIL CHAMBERS Apr 1 Work Session- Arden Park Watershed District Partnership 5:30 P.M. COMMUNITY ROOM Utilities Review 7:00 P.M. COUNCIL CHAMBERS Apr 1 Apr 22 Regular Meeting Business Meeting/Joint Meeting With Arts & Culture Comm. 5:30 P.M. COMMUNITY ROOM Apr 22 Regular Meeting 7:00 P.M. COUNCIL CHAMBERS May 6 Work Session — 501h & France Special Assessment Policy 5:30 P.M. COMMUNITY ROOM May 6 Regular Meeting 7:00 P.M. COUNCIL CHAMBERS May 20 Work Session —Joint Session With HRRC 5:30 P.M. COMMUNITY ROOM May 20 Regular Meeting 7:00 P.M. COUNCIL CHAMBERS May 26 MEMORIAL DAY HOLIDAY OBSERVED — City Hall Closed �,J ThreeRivers PARK DISTRICT Jason McGrew -King MEDIA AND INTERGOVERNMENTAL RELATIONS SUPERVISOR Administrative Center 3000 Xenium Lane North Plymouth, MN 55441 -1299 T 763.559.6779 F 763.694.0145 jmcgrew - king @threeriversparkdistricLOrg the mission of the Park District is to promote environmental stewardship through recreation and education in a natural resources -based park system. www.ThreeRiversParks.org Presentation Outline: • Where we've been... - Recap of route assessment process and approved route • Where we are now... - Summary of preliminary engineering - Description of public participation process • Where we are going... - Anticipated design and construction timeline • Questions 1 Nine Mile Creek RT:`' -:,M Critical link in the Regional'�Trail Network Links, Edina to:: • Minnesota .River Bluffs RT, • Lake.Minnetonka RT - 1 • Cedar Lake RT j •. North Cedar Lake RT •, Intercity RT_. - a MN River Valley State Trail • SW LRT a M OA • MSP Edina, HS HOmn _ Three Rivers Park Dlstrlat I Regional Tra11. System. Nine Mile Creek Regional Trail . 15 -mile shared use path from Hopkins to Bloomington r ✓ � L ar'y..cr l �} iNn oo '�1� �T 4 Mook ns Segment' ✓ .. t B I r i Minnetonka Semit �! Ir 5 7 - -j {" try`�,,� y E� 411n Q �1 �`^.7 k�V, 3 v7 11) f r -. v!. �. •I EOInaAWes[�Seg min - ' - 1 Ediria'East Segment - [ RichfelC Segment mlri Bloog[om r Segments - l - -- - Initial Route Identification J • Extensive Public Engagement Process: (2008 - 2010) • Focused on choosing between road - adjacent and park land segments. • Five open houses • Community Assessment Team • Joint Three Rivers Board /City Council Workshop • Environmental Assessment Worksheet: (2008 - 2010) • Voluntary EAW conducted By Three Rivers • Negative declaration of the Need for an Environmental Impact Statement (EIS). • Route Approval by City of Edina • Edina Park Board Review & Recommendation - Oct 2010 • City Council Review & Approval of Route Dec 2010 3 a City Council Approval: Restrictions & Conditions 1. Keep the trail.on•the south side of Walnut Ridge Park. 2. That Three Rivers.Park District makes all reasonable efforts in the engineering /design phase to minimize boardwalk noise and height. 3. That Three Rivers Park District offers to provide homeowners with principle residences adjacent to the proposed regional trail edge the.option to have buffers where reasonable and at Three River's expense. Buffer options are fencing or vegetative screening (trees, shrubs). id y.Y k bN +1 rV ,s ; j Sr d I s _, ,v.4 T�F i 1ilo Maa`°4b 1:!. ..... q • Nine`Mile Creek Regional Trail I Edina East ThreeRivers 0 0.125. 025 0.5Miles NORTH PARR DISTRICT City Council Approval: Restrictions & Conditions 1. Keep the trail.on•the south side of Walnut Ridge Park. 2. That Three Rivers.Park District makes all reasonable efforts in the engineering /design phase to minimize boardwalk noise and height. 3. That Three Rivers Park District offers to provide homeowners with principle residences adjacent to the proposed regional trail edge the.option to have buffers where reasonable and at Three River's expense. Buffer options are fencing or vegetative screening (trees, shrubs). id City Council Approval: Conditions 4. That Three Rivers Park District take reasonable steps to minimize the amount of boardwalks in the complex balancing act that also attempts to minimize the impact on the environment (wetlands, water quality, and vegetation). 5. Place a time limit deadline on the easements offered to Three Rivers Park District to complete the project within a reasonable time frame. A reasonable time limit should be negotiated with Three Rivers Park District and that language should be included in the final agreement. 6. That the final design shall minimize property impacts and be subject to Council approval. 7. That a reasonable sound wall be constructed for Segment 19 that was satisfactory to the City. Since 2010 • Obtained approval from Edina School Board to locate the trail on their property. • Obtained Metropolitan Council approval of the official Master Plan for the trail. • Secured $6 million in Federal grants for East Segment construction in 2015/16, along with MN State Legacy Grants to help pay for the project. • Currently seeking additional Federal funds for construction of West Segment. 5 Preliminary Engineering • Technical evaluation and refinement of the preferred route • External agency coordination and permitting • Public participation • Easement acquisition process • 60% plans and engineer's estimate of probable cost External agency coordination and permitting • TRPD and SEH have already begun coordination: - Nine Mile Creek Watershed District - City of Edina - MnDOT - Edina School District - Board of Water and Soil Resources - US Army Corps of Engineers - Minnesota DNR 9 Preliminary Engineering: Public Participation • The trail will be located to maximize distance from adjacent residences and to minimize the length and height of boardwalks within the confines of engineering and regulatory constraints. • Public participation will focus on what the City Council directed: "to provide homeowners with principle residences adjacent to the proposed regional trail edge the option to have buffers where reasonable and at Three River's expense. Buffer options are fencing or vegetative screening (trees, shrubs). Preliminary Engineering: Public Participation Screening: • Logical trail segments identified based on natural groupings of adjacent residents. • One or two meetings with the adjacent neighbors for each trail segment to identify preferred screening options. • Three Rivers will provide a choice of three types of fence (Privacy, split rail & chain link) or vegetative screening (typically conifers). • Selected screening will be installed on adjacent resident's property and will become the responsibility of the property owner once installed. • Consistency among neighbors on selected screening preferred but not required. 7 Communication During Design • TRPD website: ninemilecreektrail.org • Post all engineering documents as they are produced • FAQ page based on questions received as this stage moves forward. • Contact information • Upcoming public meetings • Invitation to receive email alerts of when the site is updated • Monthly updates to City Council via City Manager's Friday Report • Direct communication with adjacent neighbors as part of the screening discussions. • Scheduled Edina Park Board, Transportation Commission /City Council meetings (see timeline) Communication During Construction Similar to Design phase, with the following additions: • Website will post construction schedule and updates to that schedule. • Website will include information on what to expect during construction. • Direct mailings (postcards) to adjacent neighbors prior to active construction in a specific area. • Consistent and dependable on -site presence by Three Rivers and consultants. Timeline: 2014 Design Schedule • Engineering evaluation: Now - April • Screening meetings: Now - May • Update to Edina Park Board/Tspt Committee: April • Identification of final trail alignment: June • Joint Park Board/Tspt Com. review of design /alignment: 6/19/14 • City Council review /approval of final trail design /alignment: 7/01/14 • Preliminary engineering complete: Sept • Construction Documents: Dec • Regional Trail Agreement with the City Fall • Out to bid: ]an 2015 r7 Primary Contact For complex projects, Three Rivers has a point person for all questions and comments. Please direct all inquiries and comments to: Jason McGrew -King 763 - 559 -6779 J McGrew - King @threeriversparkdistrict.org 10 EXPLORE EDINA Destination Marketing r, 7*4 Organization EDINA CHAMBER OF COMMERCE EXPLORE EDINA Destination Marketing Organization %.a r Z.% / ILI EDINA 44 CHAMBER OF COMMERCE Introduction Mission Why DMO Who Benefits Target Audiences Funding Distribution of Funds Return on Investment Board Structure DMO vs. Chamber EDINA CHAMBER OF COMMERCE 3/2/2014 1 Mission To establish Explore Edina Convention and Visitors Bureau, as the official destination marketing organization of Edina. Explore Edina will accelerate sustainable economic growth and development by increasing visitor and convention business and positive awareness for the entire community. EDINA CHAMHFR OF C'OMMERC'E: Why Destination Marketing? Where in the world is Edina? EDINA CIUMHER OF COMMERCE 3/2/2014 PEI Area Communities with Active Marketing Activities "M - EDINA CIUM HER OF COMMERCE Why Destination Marketing? Where in the world is Edina? Inquiries to the Chamber of Commerce EDINA CRAM HER OF COMMERCE 3/2/2014 C Why Destination Marketing? Where in the world is Edina? Inquiries to the Chamber of Commerce Lack of coordinated resources EDINA C[L4MHFR OF COMMERCE Why Destination Marketing? Where in the world is Edina? Inquiries to the Chamber of Commerce Lack of coordinated resources Economic conditions Y■ EDINA DUMBER OF COMMEWE 3/2/2014 4 Who Benefits in Edina Our community Hotels Restaurants Retailers Medical related businesses City EDINA CHAMBER OF COMMERCE Target Audiences Minnesota (including strategic partnerships) Mankato Rochester Duluth Other state DMOs Wisconsin c Illinois & Iowa Winnipeg, Canada DINA CHAMBER OF COMMERCE 3/2/2014 5 Visitor Profile Metro Tourism Association 2012 Top 10 States Percentage Core Based Statically Percentage Area Minnesota 29 MSP 7.7 Wisconsin 11.6 Chicago, IL 4.4 Iowa 7.2 Duluth, MN 3.5 Illinois 5.7 Fargo, NO 2.9 California 4.8 Rochester, MN 2.1 North Dakota 4.4 Los Angeles 2.0 South Dakota 3.4 Milwaukee, WI 2.0 Michigan 2.6 Mankato 1.9 Colorado 2.3 Washington, DC 1.9 Ohio 2.2 Des Moines, IA 1.9 Funding 3% lodging tax ■ It ■ g EDINA CHAMBER OF COMMERCE EDINA CHAMBER OF COMMERCE 3/2/2014 u Distribution of Funds Direct marketing and related activities Staffing Operations EDINA CHAMBER OF COMMERCE Staffing 2014 -2015 2016 One FTE dedicated to Add one FTE with the compiling data base assumption Edina has information and added an additional establishing website and hotel to the community other marketing materials Edina Chamber president Edina Chamber accounting team time EDINA CHAMBER OF COMMERCE 3/2/2014 7 Activities 2014 Data gathering: Edina businesses to benefit from DMO, community partners, marketing plan, etc Logo creation Develop & create website Create & distribute marketing materials 2015 Continue established activities Add sales component H EDINA CHAMBER OF COMMERCE Return on Investment St. Louis Park 12% increase in occupancy after the first year 10% increase in event activity EDINA CHAMBER OF COMMERCE 3/2/2014 U Measurements New and returning visitors to the Explore Edina.org website Number of phone calls to Explore Edina Requests for information Requests from partner organizations: Galleria, Fairview, hotels Number of large group contacts and bookings EDINA CHAMBER OF COMMERCE Board Structure Explore Edina Board of Directors separate from Edina Chamber of Commerce Board of Directors Chamber City Hotels Retail Restaurants Community EDINA CHAMBER OF COMMERCE 3/2/2014 9 The Differences Chamber • Education Advocacy • Economic development • Individual business growth 3/2/2014 10 Explore Edina 1 • Visitors -- •Marketing Edina -Meetings & Conventions i� EDINA CRAMRER OF COMMERCE 3/2/2014 10 Why Edina? r. E_ I BLAINE LINO LAKES J� BROOKLYN MAPLE PARK — �rouuos $ "GAEV�Lw E GROVE © t FRIDLEY � W � NEW � t r� © BfltGNTON © , BROOKLYN SeOAEVIEW CENTER A m 1 7 r I HOPKINS l _ EUINA _ 1f u. Ri 77 t7 am KAN LAIR / WEST 7 SAINT PAUL SA 55 SOUTH y MENOOTA !MT NEWPORT t Ike COTTAGE GROVE HUGO L�n000 EDINA CHAMBER OF COMMERCE EXPLORE EDINA Destination Marketing Organization Business Plan Draft March 4, 2014 EDE"iA CHAMBER OF COMMERCE EXPLORE EDINA About the Edina Destination Marketing Organization (EXPLORE EDINA) MISSION To establish Explore Edina Convention and Visitors Bureau, as the official destination marketing organization of Edina. Explore Edina will accelerate sustainable economic growth and development by increasing visitor and convention business and positive awareness for the entire community. INTERNATIONALLY ACCREDITED DESTINATION MARKETING ORGANIZATION (DMO) The DMO will be accredited by the Destination Marketing Accreditation Program (DMAP) of the Destination Marketing Association International, 2025 M St., N.W., Ste. 500, Washington, D.C., 20036, U.S.A., Ph. 202.296.7888. ORGANIZATION VISION To be the prime visitor advocate and regional leader of destination marketing and product development for Edina. EXPLORE EDINA PHILOSOPHY AND CUSTOMER COMMITMENT We perform effectively by adhering to values and guiding principles, and delivering on customer promises. • Customer - centric • Entrepreneurial • Collaborative • Innovative • Ethical PARTNER PROMISE We pledge, as an accountable and supportive partner, to offering enhanced exposure to visitor market opportunities and to appropriate community leadership through increased promotion of destination experiences and extended professional advocacy commitment. 2 BOARD OF DIRECTORS • Edina Chamber of Commerce (2) • City of Edina (2) • Hotels (1) • Retail (1) • Restaurant (1) • At -large community (1) ADVISORY BOARD AND COMMITTEES • Hotels • Retail • Medical Committee • Community Events: arts, sports • Marketing Organization Goals • Maintain excellent customer service programming in all aspects of Explore Edina. Work with visitor - sector businesses, organizations and employees in the city and the area's municipalities and throughout the county to monitor, maintain and enhance the service experience at all visitor touch points. • Implement strong sales and marketing programs to remain as a top meetings and sports destination for state, regional and national programs. • Ensure that Explore Edina remains as the official voice for tourism in the City of Edina and that we continue to work with economic development partners to be involved in decisions that impact the visitor and tourism infrastructure. • Work with and assist the City of Edina with any hotel development. • Increase dialogue with surrounding counties, cities and towns in order to ensure that the Explore Edina continues to have knowledge of activity occurring that will have an impact on tourism. • Continue to form or otherwise engage local advisory committees, forums or task forces related to our destination I.D.s, to help us raise awareness of and foster exploration of these destination brand attributes, to build synergy with partners within each and to grow visitor attendance /experience of each. • Continue to work with elected officials and other parties to ensure that inter -local expenditures are made on programs that will deliver the best ROI, and identify areas of opportunity that should be considered for future investment. • Ensure that Explore Edina remains on the cutting edge with social media platforms to engage new and existing customers of the destination. 3 Partner with other economic development organizations in the Twin Cities to develop a platform to ensure that we have one consistent message and brand reflecting the essence of Edina and to build collaboration in our public relations efforts. Enhance our connector program to elevate the understanding of the importance of conventions to the area and generate support from local stakeholders to increase the number of conventions to Edina when possible. Marketing Goals The Marketing Department is responsible for overall brand research, stewardship and strategy as well as marketing within the sports, convention and tourism (including group tour) verticals. The primary goal of the department is to create accurate and compelling online and traditional advertising, promotions and partner programs, increasing overall visitation and hotel and restaurant revenues. MARKETING OBJECTIVES - Continue to grow Edina's destination brand equity and rearticulate the Bureau's brand strategy for future years. - Increase hotel occupancy and revenue through compelling domestic marketing programs— advertising, online, packaging, and promotions— targeted primarily at leisure visitors. - Establish Edina as the convention option when applicable, through compelling advertising, collateral and online marketing communications. - Encourage visitors to do and spend more by creating accurate, compelling promotional guides showcasing all Edina has to offer and distribute them in all visitor welcome points, on mobile platforms and in areas with high visitor traffic. - Increase visitor attendance at events, performances and venues, attract more day - trippers and convert day- trippers to overnight visitors, when possible, through hotel packaging, online messaging and sales incentives. - Increase website traffic levels (unique visitors, visitor sessions) via search engine optimization, search engine marketing and other tactics. - Expand Explore Edina's advertising impact or reach by offering compelling, well- thought- out co -op opportunities to local partners for buy -in. 4 • Continue to grow visitation (especially overnight visitation) in the tourism vertical by participating in and promoting Edina on targeted sales missions and at leisure- oriented trade shows. • Establish www.exploreedina.com as the single, official source for the area's tourism, restaurant, hotel, attraction and event, meeting, sports, travel media and partner information MARKETING STRATEGIES, MARKETING RESEARCH Update visitor volume estimates and visitor profile data through calendar year 2013 -14 with research from D.K. Shifflet & Associates, the U.S. Travel Association and Minnesota Department of Tourism. • Develop new measurement tools to gauge the effectiveness of Explore Edina electronic publications, marketing programs and bureau websites. Implement new and better performance measures that bring the Marketing Department more in line with reporting best practices from the Destination Marketing Association International's performance reporting handbook. Standard DMO Performance Reporting: A Handbook for DMOs. The Handbook provides DMOs with a systematic, business - minded approach to internal performance assessments, necessary to guide the decision - making process for resource management, sales and marketing campaign development, as well as staff training and development. - See more at: http://www.destinationmarketing.org/performance- reporting- handbook #sthash.fGWjlouI.dpuf • Disseminate research on the overall annual economic impacts (direct, indirect and induced) of visitors to City of Edina, as a bureau performance indicator and as a communications tool for government relations and public relations (Tourism Economics). • Explore joining with local partners to obtain actionable marketing data on past visitors to Edina and cooperatively targeting customers with the highest potential for repeat visits (Ruf Strategic Solutions). OUTCOMES MEASUREMENTS • Destination Marketing Association International's performance reporting handbook • New and returning visitors to our website • Number of phone calls to Explore Edina • Requests for information • Requests from partner organizations: Galleria, Fairview, hotels, other businesses • Number of large group contacts and bookings 5 Staffing 2014 • One FTE equivalent dedicated to compiling data base information and establishing website and other marketing materials. • Edina Chamber president (shared time) • Edina Chamber accounting team time (shared time) 2015 2016 Move more toward a sales approach and creating relationships to bring larger groups to Edina. In the event Edina has another hotel we would add another FTE's with a specific sales focus. (Over $500,000 in revenue is the break point for additional staffing.) ATTACHMENT A Visitor Profile for Twin Cities Nearly 9 out of 10 respondents to the Twin Cities Metropolitan Area were from the Americas (95.6 %) and the United States specifically (88.6 %). The majority of Domestic visitors were from the upper Midwest. Among international travelers, Respondents were most frequently from Europe (2.7 %). Most frequently, domestic visitors were from the states of Minnesota (29.4%), Wisconsin (11.6%), and Iowa (7.2 %) (Table 3). The Minneapolis -St. Paul Core Based Statistical Area (CBSA), which encompasses an 11- county area in Minnesota and Wisconsin, was home to 7.7% of domestic visitors. Other frequently reported areas include Chicago- Naperville - Joilet, IL ND Duluth, MN. Top 10 States Percentage Core Based Statistical Area Percentage Minnesota 29 MSP 7.7 Wisconsin 11.6 Chicago, IL 4.4 Iowa 7.2 Duluth, MN 3.5 Illinois 5.7 Fargo, ND 2.9 California 4.8 Rochester, MN 2.1 North Dakota 4.4 Los Angeles 2.0 South Dakota 3.4 Milwaukee, WI 2.0 Michigan 2.6 Mankato 1.9 Colorado 2.3 Washington, DC 1.9 Ohio 2.2 DesMoines, IA 1.9 Nearly two- thirds of respondents (63.1 %) had been to the Twin Cities Metropolitan Area at least once before. Among repeat visitors, about one -third respondents had been to the Twin Cities Metropolitan Area too many times to remember. Within the past 12 months, respondents had made two trips to the area on average (M = 2.35, Mdn = 1.00, SD = 3.91), including their current trip. The majority (65.2 %) of respondents, however, were making their first and only visit to the area in the past 12 months. 7 I AM& EDINA (171 AMBER OF I Edina Convention & Visitors Bureau Revenue & Expenses 3 Year Projected Budget Revenues 2014 2015 2016 3% Lodging Tax $ 190,500 $ 381,000 $ 500,000 Ad Sales 10,000 15,000 Interest Income 100 200 200 Total Revenues $ 190,600 $ 391,200 $ 515,200 Expenses Operations Office Rent $ 8,400 $ 31,032 $ 32,340 Telephone and equipment 1,440 2,820 3,920 Insurance 2,000 2,500 2,500 Computers 5,000 2,500 5,000 Software upgrades 1,000 1,000 1,000 Other 2,500 2,500 2,500 Total Operation Expenses $ 20,340 $ 42,352 $ 47,260 Sales & Marketing Salaries & Wages $ 26,000 $ 52,000 $ 115,166 website development 10,000 5,000 2,500 Advertising 75,000 75,000 logo development 10,000 - - Printing 10,000 10,000 10,000 Misc Marketing 10,000 110,000 130,000 Total Sales & Marketing Expenses $ 66,000 $ 252,000 $ 332,666 Administrative Salaries & Wages $ 30,000 $ 55,000 $ 80,700 Employee Benefits 1,656 9,312 15,312 Pension 582 3,060 5,010 Profession Fees 2,500 3,000 3,500 Misc Admin- finacials 6,000 7,000 7,000 Total Administrative Expenses $ 40,738 $ 77,372 $ 111,522 Profit (Loss) $ 63,522 $ 19,476 $ 23,752 Assumptions: 2014 Calculations based on 6 months. 20141 FTE @$52,000 annually plus 50% of Lori's salary and staff accounting assistance. 2015 staffing remains the same. 2016 assuming additional hotels would add one additional FTE. Rent assumptions: Current square footage 1430 with an additional 750. 2015 -16 $24.11 per sq. ft. 2016 - $24.63 per sq. ft. 'Regardless of budget size, CBV's spend roughly 40% of their budget on salaries. Twin Cities Metropolitan Area Summer Visitor Profile Final Report September 2012 Prepared for: Metro Tourism Association Prepared by: Andrew Oftedal, M.S. Ingrid Schneider, Ph.D. JK' Tourism Center A collaboration of the -- --- ------------ - - - -------------- - - ----------- --.. University of Minnesota Extension and UNIVERSITY OF (MINNESOTA College of Food, Agricultural & Natural Resource Sciences IuIY 60% Figure 2 Month respondents completed 2012 Metropolitan Visitor Survey (n=1,294) Sunday 23% Monday, 8% Weekday; eekday I 35% 21% Tuesday, 7% Thursday, 2% Wednesday, 4% 'Friday 21% V. Figure 3 Day of the week respondents completed 2012 Metropolitan Area Visitor Survey (n=1,294) Twin Cities Metropolitan Area Visitor Profile JK TOUrisni Center September 2012 E RESULTS Within this section, results include an overview of respondent demographics, trip characteristics, and information sources used for trip planning. Respondents Demographics More than half (58.4 %) of respondents were female and the average age was 45 years (M = 44.71, Mdn = 44, SD = 14.79; Figure 5; Figure 6). About one -third of the respondents were from the Baby Boomer generation and another third from Generation X (Figure 7). The most frequently reported annual pre -tax household income was between $50,000 and $99,999 (Figure 8). Prefer nest to answ 1% Female 58% Male 41% Figure 5 Gender of 2012 Metropolitan Area Visitor Survey respondents (n= 1,264) Twin Cities Metropolitan Area Visitor Profile 'K Tourism Center September 2012 1 , a 'In, ''M ,... 18 -30 31 -40 41 -50 51 -60 61 -70 71 or older ?0% 21% 23% 7 ■ Silent Generation (1924 -1945) ■ Baby Boomers (1946 -1964) ■ Generation X (1965 -1978) ■ Generation Y (1979 -1994) Figure 6 Age categories of 2012 Figure 7 Generational split of 2012 Metropolitan Area Metropolitan Area Visitor Visitor Survey respondents (n= 1,262) Survey respondents (n= 1,262) 40% >_ $50,000 $50;000 499,999 $100,000+ Figure 8 Pre -tax income groups of 2012 Metropolitan Area Visitor Survey respondents (n= 1,17.5) Primary residence Nearly 9 out of 10 respondents to the Twin Cities Metropolitan Area were from the Americas (95.6 %) and the United States specifically (88.6 %; Table 2). The majority of domestic visitors were from the upper Midwest (Figure 9). Among international travelers, respondents were most frequently from Europe (2.7 %). Twin Cities Metropolitan Area Visitor Profile JW S Tourism Center September 2012 Dj Figure 9 Trade area of 2012 Metropolitan Area Visitor Survey domestic respondents (n= 1,046) Table 3 Primary place of residence of 20.12 Metropolitan Area Visitor Survey domestic respondents n =1,046 Top 10 states Top 10 Core Based Statistical Areas (CBSA) State Percent ( %) CBSA Percent ( %) Minnesota 29.4 Minneapolis -St. Paul, MN -WI 7.7 Wisconsin 11.6 e 4.4 Iowa 7.2 Duluth, MN -Wl 3.5 Illinois 5.7 Fargo, ND -MN 2.9 • � ` � .. • � i ,pis � `_ .. P �'t .: • ' 4.4 Los Angeles, CA • South Dakota 3.4 Milwaukee, WI 2.0 Michigan 2.6 Mankato, MN 1.9 Colorado 2.3 Washington, DC- VA -MD -WV 1.9 Ohio 2.2 Des Moines, IA 1.9 Figure 9 Trade area of 2012 Metropolitan Area Visitor Survey domestic respondents (n= 1,046) Table 3 Primary place of residence of 20.12 Metropolitan Area Visitor Survey domestic respondents n =1,046 Top 10 states Top 10 Core Based Statistical Areas (CBSA) State Percent ( %) CBSA Percent ( %) Minnesota 29.4 Minneapolis -St. Paul, MN -WI 7.7 Wisconsin 11.6 Chicago, IL -IN -WI 4.4 Iowa 7.2 Duluth, MN -Wl 3.5 Illinois 5.7 Fargo, ND -MN 2.9 California 4.8 Rochester, MN 2.1 North Dakota 4.4 Los Angeles, CA 2.0 South Dakota 3.4 Milwaukee, WI 2.0 Michigan 2.6 Mankato, MN 1.9 Colorado 2.3 Washington, DC- VA -MD -WV 1.9 Ohio 2.2 Des Moines, IA 1.9 Twin Cities Metropolitan Area Visitor Profile ja "I'Mirism Center September 2012 1 ,o' k,,..,, ', I11 2012 Trip information Duration More than 8 out of 10 respondents (85.8 %) to the 2012 Metropolitan Area Visitor Survey spent at least one night in the area. Among all overnight visitors, the average respondent spent 4 nights in the area (M = 3.88, Mdn = 3.00, SD = 3.98; Figure 12). However, among those staying 7 days or fewer, the average number of nights was 3 (M = 2.91, Mdn = 3.00, SD = 1.53) 30% 1 2 3 4 5 6 7 8 9 10 11 -14 15 -30 Figure 12 Number of nights stayed among overnight 2012 Metropolitan Area Visitor Survey respondents (n= 1,031) Lodging The majority of respondents stayed in paid accommodations, most frequently a hotel, motel or historic inn (62.2 %; Figure 13). However, about one third of respondents stayed at the home of a family or friend. Location was a primary driver for all lodging choices (Figure 14). Price was particularly important for staying with friends and family. Among hotel guests, price hotel amenities and packages were also identified as primary reasons for lodging selection Figure 15). Twin Cities Metropolitan Area Visitor Profile 1w September 2012 Tourism Center My vacation home /condo /cabin 0.3% ° Campground with no fee 0.4% Y � � U O E °c Other 0.8% 0 U U Home of a family or friend Vacation home /condo /cabin I rented 0.6% c 0 o Bed and breakfast 0.6% E -v a o E Campground with fee 3.9% U U cL Hotel /motel /historic inn 31.2% 112 62.2% Figure 13 Accommodation type among overnight 2012 Metropolitan Area Visitor Survey respondents (n= 1,089) Loyalty/ progi 5 °r 11 _ ,, 1 V- rl Suctainnhla /araan Figure 14 Primary reason for choosing lodging among overnight 2012 Metropolitan Area Visitor Survey respondents (n =956) Twin Cities Metropolitan Area Visitor Profile Tourism Center September 2012 Car, van, truc 73% AirnlanP RV /Camper, 2% Bus, 1% Bicycle, 1% Other, 1% 14 Figure 16 Primary mode of transportation among 2012 Metropolitan Area Visitor Survey respondents (n= 1,287) Group composition and size The average respondent was traveling'in a group of four people (M = 3.74, Mdn = 3.00, SD = 2.35). Just over half of respondents (52.5 %) were traveling with family (Figure 17) and just under half (48.6 %) were traveling with children under age 18. One third of travel groups had children under age 12, while nearly a fourth of groups had children aged 12 -17 Figure 18). About one - fifth of respondents were couples. Groups of friends, families or some combination thereof were in groups between four and six people Figure 19). Alone FriPn85; 6% Family & friends 10% Couple /Part 22% Family 53% Figure 17 Group type among 2012 Metropolitan Area Visitor Survey respondents (n= 1,281) Twin Cities Metropolitan Area Visitor Profile T,,",.._, r',,., . September 2012 46% A'2 0/ Children Children aged Adults aged Adults aged Adults aged Adults aged under 12 12 -17 18 -35 36 -50 51 -69 70+ Figure 18 Age groups included in 2012 Metropolitan Area Visitor Survey respondents travel party (n= 1,217) 5.9 Alone (n =147) Couple /Partner Family (n =669) Friends (n =113) Family & friends (n =286) (n =125) Figure 19 Average group size by group type among 2012 Metropolitan Area Visitor Survey respondents Twin Cities Metropolitan Area Visitor Profile September 2012 'I °urism Ccntcr 64% 77% 88% 117 Figure 20 Activities participated in among 2012 Metropolitan Area Visitor Survey respondents (n= 1,274) Note: "Zoo" added based upon large number of write -in responses Twin Cities Metropolitan Area Visitor Profile 1K September 2012 1 ", n, Ccnter i Outlet shopping 12% Arts, crafts, antiques 12% [ Gifts /souvenirs 14% CL General mall shopping 26% Mall of America 43% Any shopping 2% Classical music concert College tour 21% m Amateur /collegiate sports 3% c Youth sports 4% c tj Popular music concerts /shows 6% Fairs or festivals 7% Professional sports 9% Any event 27% 2% Spa Zoo* 4% Other 5% Wineries /breweries 6% ocn Water parks 14% .,7 Historic sites 20% > Art museums 21% Other museums 23% Amusement parks 23% Visiting friends /family 34% Any attraction 3% Canoeing /kayaking Fishing 3% Golfing 4% Boat cruise 4% Casino gaming 4% a Boating /sailing 7% Wildlife Viewing 9% a Biking 10% Hiking 12% Swimming /water sports 21% Any outdoor activity 43% 9% Guided tour ti Driving on designated byways 18% Nightlife /evening entertainment 21% U Sightseeing 45% Dining out 64% 77% 88% 117 Figure 20 Activities participated in among 2012 Metropolitan Area Visitor Survey respondents (n= 1,274) Note: "Zoo" added based upon large number of write -in responses Twin Cities Metropolitan Area Visitor Profile 1K September 2012 1 ", n, Ccnter i Arts, crafts, antiques ° 17% C1. 8 /o a. Mall of America 35 51% Sightseeing 51% 38% ■ Without Children (n =650) ■ With Children (n =614) Figure 21 Significant differences (p:5 .05) in activity participation among visitors traveling with and without children among 2012 Metropolitan Area Visitor Survey respondents (n= 1,264) Note: "Zoo" added based upon large number of write -in responses Twin Cities Metropolitan Area Visitor Profile September 2012 Tourism Center Classical music concerts % 24 /2 Amatuer /collegiate sport events L2% % 14% 7 % c Youth Sporting events 8% Art museums 13% Q Popular music concerts /shows o 7% 4 /o 9% Professional sporting events 7 /o o 11% Friends /family Zoo* 200 6% Fishing _ Wineries / breweries 9% 2% 51% Sightseeing 51% 38% ■ Without Children (n =650) ■ With Children (n =614) Figure 21 Significant differences (p:5 .05) in activity participation among visitors traveling with and without children among 2012 Metropolitan Area Visitor Survey respondents (n= 1,264) Note: "Zoo" added based upon large number of write -in responses Twin Cities Metropolitan Area Visitor Profile September 2012 Tourism Center Water parks % 24 /2 _m N c Historic sites 14% 7 % Art museums 13% 28% Amusement parks /carnivals 9% o 3 8 /o Friends /family 2% 5 o /o 39% 29% Fishing _ Boat cruise 2 %5% a. y Biking o 11% 8 /o a Swimming /water sports 13% 7% 11% 0 29 /o Guided tour Driving on designated byways 16% 21% Nightlife /evening entertainment 0 11 /o 30% 51% Sightseeing 51% 38% ■ Without Children (n =650) ■ With Children (n =614) Figure 21 Significant differences (p:5 .05) in activity participation among visitors traveling with and without children among 2012 Metropolitan Area Visitor Survey respondents (n= 1,264) Note: "Zoo" added based upon large number of write -in responses Twin Cities Metropolitan Area Visitor Profile September 2012 Tourism Center 29% 22% 23% 23% Driving on designated byways 4% 20% 0 Nightlife /evening entertainment ;;:,;7% 24/0 Sightseeing Dining out in 37% 48% 49% ■ Overnight visitor (n= 1,022) ■ Day visitor (n =162) 74% 119 91% Figure 22 Significant differences (p:5 .05) in activity participation among overnight and day visitors among 2012 Metropolitan Area Visitor Survey respondents (n= 1,084) Twin Cities Metropolitan Area Visitor Profile 'K Tourism Center September 2012 t "a <, ,, 5—i Outlet shopping 4% 13% °c° .Q Arts, crafts, antiques 7% 13% a N General mall shopping 14% Mall of America 12% Popular music concerts 6% 2% no c Fairs or festivals 2% 8% Professional sports 1% 11% Water parks 9% 1s% °C G Historic sites 7% .y > Art museums 6% Visiting friends /family 1s% Canoeing /kayaking 3% 0% Golfing 4% 2% °0 Y Boating /sailing 0 /0 3% Biking 11% 4% Hiking 2% 13 Swimming /water sports 10% Guided tour 10% 1% 29% 22% 23% 23% Driving on designated byways 4% 20% 0 Nightlife /evening entertainment ;;:,;7% 24/0 Sightseeing Dining out in 37% 48% 49% ■ Overnight visitor (n= 1,022) ■ Day visitor (n =162) 74% 119 91% Figure 22 Significant differences (p:5 .05) in activity participation among overnight and day visitors among 2012 Metropolitan Area Visitor Survey respondents (n= 1,084) Twin Cities Metropolitan Area Visitor Profile 'K Tourism Center September 2012 t "a <, ,, 5—i 20 Table 4 Differences in activity participation among generational groups in 2012 Metropolitan Area Visitor Survev respondents Twin Cities Metropolitan Area Visitor Profile September 2012 Tourism Center Percentage (%) ofgeneration visiting attraction Statistics Silent Baby Generation Generation Generation Boomers X Y (1924 -45) (1946 -64) (1965 -78) (1979 -94) (n =101) (n =429) (n =395) (n =326) Xz Sig. General Dining out 87.1 88.6 88.9 88.0 0.29 .961 Sightseeing 42.6 42.7 40.8 52.1 10.69 .013 Nightlife 13.9 19.3 13.2 35.0 56.72 .000 * ** Designated Byways 16.8 21.0 16.7 17.2 3.14 .369 Guided tour 14.9 11.2 5.8 8.3 11.76 .008 ** Participating in Water sports 7.9 15.4 26.8 24.8 29.71 .000 * ** Hiking 5.9 12.6 11.9 12.0 3.61 .306 Biking 5.0 10.3 8.6 12.0 5.16 .160 Wildlife viewing 3.0 7.7 10.9 10.4 7.88 .049 Boating /sailing 5.0 5.6 7.3 8.3 2.84 .416 Casino gaming 6.9 3.3 2.8 6.4 8.76 .033 Golfing 1.0 5.4 3.0 3.4 5.88 .117 Boat cruise 3.0 4.7 2.8 3.7 2.20 .531 Fishing 2.0 1.6 5.8 3.1 12.01 .007 ** Canoeing /kayaking 1.0 1.6 3.5 4.0 5.86 .118 Visiting Friends /family 42.6 33.1 27.8 41.1 17.33 .001 * ** Amusement parks 7.9 17.7 33.7 23.0 44.58 .000 * ** Other museums 26.7 24.5 22.8 20.9 2.14 .544 Art museums 28.7 20.5 14.9 24.8 15.43 .001 * ** Historic sites 26.7 25.2 14.7 18.7 17.09 .001 * ** Water parks 5.0 11.0 22.5 10.4 37.52 .000 * ** Wineries /breweries 3.0 5.4 5.1 7.7 4.15 .245 Other 8.9 5.4 3.5 2.8 8.60 .035 Zoo' 2.0 3.0 5.6 4.3 4.62 .201 Spa 1.0 1.9 2.0 3.1 2.13 .544 Attending Professional sports 5.9 7.9 11.9 9.5 5.39 .145 Fairs or festivals 5.0 5.1 6.6 11.0 11.06 .011 Popular music show 7.9 6.3 4.6 5.5 2.19 .533 Youth Sports 1.0 4.4 6.6 1.5 14.32 .002 ** Amateur /collegiate sports 3.0 3.5 3.5 1.8 2.23 .524 College tour/ visit 4.0 2.3 1.8 2.8 1.90 .592 Classical music concerts 3.0 1.9 1.0 1.8 2.22 .527 Shopping Mall of America 23.8 38.0 48.6 47.5 27.45 .000 * ** General mall 293 25.9 24.8 27.9 1.52 .676 Gifts /souvenirs 8.9 13.8 14.4 14.4 2.27 .51.8 Arts, crafts, antiques 8.9 16.1 10.1 12.3 8.18 .042 Outlet Shopping 4.0 9.8 13.2 14.4 10.59 .01.4 1 "Zoo" added based upon large number of write -in responses * p s.05. ** p s.01. * ** p <.001 Twin Cities Metropolitan Area Visitor Profile September 2012 Tourism Center W Table 5 Primary reason for making leisure trip to Twin Cities Metropolitan Area among 2012 Metropolitan Area Visitor Survev LyrouD tvDes Shopping 1.3 Percentage (%) of group type 2.3 Museums /historic sites Alone Couple /Partner Family Friends Family & friends Festival /event (n =77) (n =285) (n =671) (n =116) (n =129) Visit family /friends 54.5 35.4 32.0 51.7 22.5 Attractions 9.1 15.4 40.8 14.7 30.2 Sporting event 3.9 6.7 5.5 7.8 13.2 Shopping 1.3 7.4 5.8 1.7 2.3 Museums /historic sites 11.7 6.0 4.2 2.6 4.7 Festival /event 7.8 5.6 3.3 2.6 4.7 Other 6.5 4.2 2.1 11.2 7.0 Wedding* 2.6 4.2 2.5 3.4 8.5 Outdoor recreation 1.3 3.9 2.1 3.4 5.4 Romantic getaway 1.3 10.2 0.6 0.0 0.0 Theaters /performing arts 0.0 1.1 0.6 0.9 0.0 Online deal 0.0 0.0 0.4 0.0 1.6 Note: "Wedding" added based upon large number of write -in responses Trip planning timeframe and information sources Slightly over half of all respondents (51.4 %) planned their trip a month or more in advance (Figure 24). Nearly a third of respondents (30.2 %), however, planned their trip within two weeks of its occurrence. In terms of most frequently used and most important, a similar pattern emerged for the top three information sources. Family and friends, area /destination website and online reviews were the most frequently used information sources and also identified as the most important information sources for respondents to the Twin Cities Metropolitan Area (Figure 25). 13+ weeks 16°'- 9 to 13 weeks 16% 5 to 8 weeks 19% ►,ess than 2 weeks 30% 4 weeks 19% Figure 24 Trip planning time frame among 2012 Metropolitan Area Visitor Survey respondents (n= 1,287) Twin Cities Metropolitan Area Visitor Profile jK Tourism Cmer September 2012 Use of social media during trip Respondents used a variety of mobile and electronic media to share and get information during their trip (Figure 27). Nearly half of respondents (45.9 %) reported using the internet and /or websites to get or share information. Facebook was the most frequently used social media site (34.7 %), while other social media sites such as Instagram (3.6 %) and Twitter (2.8 %) were less frequently used. Respondents reported using a large variety of mobile media, including smartphones (31.3 %), text messaging (21.8 %), mobile apps (12.9%), and iPads and tablets (11.9 %). The majority of respondents (78.3 %) did not change their original travel plans based upon information found on social media (Figure 28). A fifth of respondents reported making minor changes to their original travel plans based on social media, while just over one percent reported making significant changes. The lack of change to original travel plans did not significantly differ by generational group (Figure 29). 1 nternet /websites Facebook Smartphone Text message Mobile apps iPad /tablet In- person` Other Instagram Yelp Twitter Foursquare Pinterest QR Codes 46% Figure 27 Information sharing and acquisition sources among 2012 Metropolitan Area Visitor Survey respondents during their trip (n= 1,294) Note: "In person' added based upon large number of write -in responses Twin Cities Metropolitan Area Visitor Profile September 2012 tourism (;into 29 A comparison of media sources used to share and get information across generations revealed notable differences (Table 8). While no differences in internet use in general existed among users, Generation X and Generation Y were both more likely to use Facebook, smartphones, and mobile applications to share and get information during their trip. Generally, there was an inverse relationship between media usage and age. Table 8 Comparison of social media sources and mobile devices used to share and get information across generations among 2012 Metropolitan Area Visitor Survey respondents (n= 12621 1 "In person" added based upon large number of write -in responses 2 Responses too low for statistical comparisons *p_<.05. * *ps.01. * * *p_ <.001 Twin Cities Metropolitan Area Visitor Profile JK September 2012 Tbudsm CCI7rCr Percentage (%) ofgeneration using media Silent Baby Generation Generation Statistics Generation Boomers X Y (1924 -45) (1946 -64) (1965 -78) (1979 -94) Media (n =103) (n =431) (n =400) (n =328) X2 Sig, Internet /websites 41.7 46.2 50.0 43.6 4.02 .259 Facebook 10.7 22.0 40.5 52.1 106.51 .000 * ** Smartphone 14.6 22.3 35.5 43.6 56.02 .000 * ** Text message 6.8 19.5 21.3 31.4 32.37 .000 * ** Mobile apps 7.8 10.2 12.8 18.9 15.51 .001 * ** iPad /tablet 3.9 11.8 14.0 12.2 7.98 .046 In- person' 103 6.0 2.3 2.7 19.01 .000 * ** Instagram 1.0 1.6 2.8 8.5 29.72 .000 * ** Other 9.7 6.5 2.0 1.8 23.21 .000 * ** Yelp 0.0 2.1 4.8 4.0 8.71 .033 Twitter 1.0 1.6 3.0 5.2 9.83 .020 Foursquare 1.0 0.5 3.8 3.0 12.22 .007 ** Pinterest 0.0 1.2 1.5 2.4 - -- - -- QR Codes 0.0 0.0 0.5 1.5 - -- - -- 1 "In person" added based upon large number of write -in responses 2 Responses too low for statistical comparisons *p_<.05. * *ps.01. * * *p_ <.001 Twin Cities Metropolitan Area Visitor Profile JK September 2012 Tbudsm CCI7rCr