AGENDA REPORT City Council All Day Work Session - 31 Jan 2020

TITLE Vision for City Tourism

BACKGROUND Council Member Workman requested this item to be added to the All Day Work Session to discuss Council's goals on tourism. Burnsville currently using lodging tax to help fund the Burnsville Convention & Visitors Bureau (Experience Burnsville) efforts on tourism.

Staff has attached the agreement with the CVB, their Marketing Plan, and Strategic Plan.

ATTACHMENTS CVB Agreement CVB 2019 Marketing Plan - Updates CVB 2018-2020 Experience Burnsville Strategic Plan

A(;‘REE_\4EN'l

THIS AGl{1*Lli\/llv‘,N'l' (“Agreement”) is made and entered into this 8'“(lay 01'October, 2013‘,by and between the (‘,l'l'Y OF BURN/SVll.I ,li. a Minnesota municipal corporation, 100 Civic Center l’arl

REC1'l’AI.S

W] Il:Rl£AS. the hospitality industry fomis a major component of the City"s business and tax base; and

WHEREAS, it hcalthy and vital hospitality industry is important to the overall well~being ofthe City and its residents and businesses; and

W1 [HR AS‘,the City deems it in the public interest to support the hospitality industry by promoting the (Aty as a major conference, meeting, tourist and Visitors destination; and

WHEREAS, the Bureau is organized for the pu1poseol'perl‘orming such promotion; and

W1IICRIJZAS,the City has imposed by ordinance a local lodging tux ot‘3% ofgress receipts to fund a tourism and conference bureau; unrl

WHEREAS, the Bureau has the staff, facilities and experience to carry out these objectives;

NOW, 'l‘l'iERE17OR1~,,BASEI) ON THE F'0l{h(l()lN(.i, Tl-iE1’AR'l‘l1*§S A(,iRllll AS l“01,1,0WS:

l. TERM OF A(iRlIl€MI’,NT; TERM1\lA'l'l()t\I.

1.1 The initial term of this Agreement shall commence with the date it has been mutually approved and executed by both the Bureau Board and City (louneil and shall end on December 31, 2008. This Agreement shall be automatically renewed thereafter on an annual basis for the calendar year unless either party elects to terminate the Agreement subject to the provisions of Section 1.2. Either party may seek to amend this Agreement by providing the other party notice of the requested amendmcnt(s) at least ‘)0 days prior to the end of the current term. If notice of requested an1endmcnt(s) is given in a timely manner.then both parties must act upon the requested umendmcnt(s) before the end ofthc current term. .\lotwitl1standing the automatic renewal provisions of this Section 1.1, the parties shall review this Agreement annually beginning in 2008.1

I This agreement amends andrepluces the original agreement dated June 18, 2007.

89477 1.2 The parties can terminate this Agreement only as follows:

(a) lfthe local lodging tax is eliminated, then the City shall tenninate this Agreement immediately by delivering written notice ol‘termination to the Bureau; or

(b) By either party. wit_h or Without cause. upon ‘)0 day s written notice of election to terminate; or

c hither JdTt\‘. may . choose not to renew this Ais‘YOCUICUIin accordance with the Following procedure:

i. The non—renevyingparty shall proride the other party written notice ofeleetion to terminate at least 90 days prior to the end olithe eurrent term. Termination shall be effective at the end of the current term.

1.3 All funds allocated to the Bureau and remaining in accounts for the purpose of funding Bureau operations shall be remitted to the City promptly upon termination of this Agreement, less such amounts as are neee' ry to eover obligations and expenses incurred by the Bureau prior to receiving notice of termination to carry out obligations of this Agreement in accordance with the budget approved by the City.

S(I(')l’E OF Slil{VlC

2.] The Bureau's broad goal is to provide promotional serriees designed to attract ViSil.l)TS who might not otherwise come to this community by promoting Burnsville as a friendly and hospitable eornntunity with an abundance of shopping, dining and other desirable amenities.

2.2 The Bureau will proxide sales and marketing services in accordance with this Agreement necessary to attain the maximum bene?t for BumsVille’s businesses and the maximum usage olithe ('ity‘s hospitality industries.

2.3 The aetiyities performed by the Bureau shall include but shall not be limited to the Following:

(a) Perform and provide services neee‘ y to promote Bumsville as a visitor destination and a site Foreonlerenees, trade shows and other events:

(b) Produce and distribute promotional visitor information;

(C) Provide meeting planning assistance to organizations and businesses; (d) Prepare and present presentations tu groups to attract visitors to Burnsvillc;

(C) Showcase Burnsville at travel trade shows;

(1) Conduct an active marketing campaign based on a detailed niarketing plan;

(g) Represent Burnsville’s interest in travel related organizations;

(h) Plan and conduct informational programs that attract visitors to Burnsville;

(i) Support the enhancement ofeoinrnunity amenities that directly impact tourism.

2.4 Additionally, notice oli turnover of the Executive Director or Board Members will be provided to the City Council in a timely fashion through the City Cle1‘l("s Ollice.

OR(iA.\IlXATlONAL GOALS, .\/JARKETTNG l’l,Al\' AND BUDGET.

3.1 Prior to November 15 ol‘each year, the Bureau shall submit its annual organizational goals, marketing plan and operating budget to the City Council for its review and approval. The budget shall detail how all funds will be spent and provide comparative data from the prior two annual budgets. 0rgani7.ational goals and marketing plans must be speci?c and measurable.

3.2 in performing the obligations under this Agreement, employees of the Bureau or any other persons while engaged in the perfonnance of any service required by the Bureau under this Agreement shall act as an independent entity and not as an agent, representative or employee ol‘the City. No employee ofthe Bureau shall he eligible for any bene?ts.rights or privileges accorded to City employees.

The Bureau shall provide such other intbnnation and reports as requested by the City Council. The (IVB will ensure Board of Director approved minutes and linal agendas ol'Board meetings are forwarded to the (lity Council through the City (1lerk’s Ollice.

C0l,l,ECTION ANl) [)lS'l'RIl3UTlON Ol~ 'l'I [ll LODGING TAX.

4.1 The City shall bear sole responsibility for collection ofthc lodging tax in accordance with applicable sections of the City Code. 4.2 The City shall distribute to the Bureau the statutorily required percentage of the lodging tax receipts. Such distribution shall be accomplished on a timely basis. ordinarily monthly, alter actual receipt oti payments.

1 ISCAL.

In order to pay for its monetary obligations and expenses reasonably incurred in carrying out its obligations under this /\_areement. the Bureau relies upon timely receipt otithe statutorily required percentage of the City’s lodging tax receipts. Although the lodging tax prm ides the majority of CVB funding. nothing in this agreement should be construed to limit CVB fund raising or acquisition of grants. In order to expedite this process, the Bureau shall ensure the following:

5.1 The Bureau shall maintain its ac 'ounting records in accordance with generally accepted accounting princip . . practices and procedures. Invoices, contracts, vouchers and other documentation evidencing the nature and propriety ofthe charges and costs paid shall support all expenditures.

5.2 The Bureau shall maintain all tinaneial records including supporting documentationfor a period not less than sex en years.

5.3 l he Bureau shall, at any time during normal business hours and as often as the City Manager or his or her delegate may deem ncee ‘V, make its records with

' respect to all things 0 V _ and shall permit the repr .entatiVes to examine or audit its records, or make excerpts or transcripts from such records.

‘ 5.4 'l he Bureau shall provide to the (lit Chief liinaneial Oli?ccr a copy ofthe Bureau's monthly ?nancial statement.

5.5 No later than 180 day s after the Iiscal y end, the Bureau shall submit to the (‘/ity an audited linancial report ofthc Bureau for the liseal yearjust ended, prepared by an independent certi?ed public accountant.

.6 The Bureau shall obtain ?delity bonds in the amount eI\$ ().(}00.00 covering ollicers and employees of the Bureau who handle or disperse monies or sign or countersign checks of the Bureau.

6. CITY RI-Ll’RESl‘l’\I'l/\'I'l0l\ ON BOARD

6.1 The City Council will appoint two Voting members to the (‘/VB Board. One appointee will be a council member and one will be a staff person.

6.2 City appointees will serve at the pleasure elithc (lity Council and are not subject to term limits that may be adopted by the (,‘,VB.

in "31:EVer9.IErJ)ftA57r.3H.3n-r0+1A«/2E-Cazm.» 7. HOLD HARMLESS AND INDEMNII-’l(1A'l'I()N; INSLJRANCE.

7.1 Any and all employees of the Bureau, or other persons, while engaged in the peitorrnancc of any service shall not be considered employees ofthe (Iity and any and all claims that may or might arise under the Workers" Compensation Act of the State ol'Minnesota on behalf of said employees or other persons while so engaged, and any and all claims made by a third party as a consequence of any act or omission on the part otthe Bureau, its agents, or employees, or other persons while so engaged in any ofthe services provided to be rendered he|'cin, shall in no way he the obligation or responsibility ofthe City. In connection therewith, the Bureau hereby agrees to indemnify, save and hold harmless, and delend the City and any of its agents and employees thereof from any and all claims, demands, actions, or eauses ofaetion, of whatsoever nature or character arising out of or by reason ofthe execution ofthe performance oi‘the services provided for herein.

7.2 The Bureau shall carry insurance to cover its employees and agents while performing services pursuant to this Agreement. Such insurance shall provide comprehensive general liability and property damage to the Bureau and its employees and agents in such amounts as will be equal to the applicable limits of liability to which the City maybe held pursuant to state law as the same may be amended from time to time. The City shall be named as an additional insured on the policy. Before commencing to provide services hereunder, the Bureau shall purchase Workers" Compensation insurance covering Bureau employees, pursuant to Minnesota Statutes Section 176.181, Subdivision 2, as the same may be amended from time to time.

EQUAL EMF] ,()YMl‘N'l' ()Pl’()R'l'UNI'l‘Y.

8.1 The Bureau shall comply with the provisions of Minnesota Statutes Section 1815‘) as the same may be amended from time to time. 'l he Bureau shall not discriminate against any person or lirm in any activi cs pursuant to Minnesota Statutes Section l X] .59 which is incorporated into this Agreement as though set forth in its entirety.

8.2 The Bureau will. in all solicitations or advertisements for employees, state that all quali?ed applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, or disability.

8.3 The Bureau shall cause the loregoing provisions to be inserted in all subcontracts for any Bureau work Covered by this Agreement so that such provisions will be binding upon each subcontractor, provided that the foregoing provisions shall not apply to contracts or subcontracts for standard commercial supplies or raw materials. 9. N01 [CF All notices, requests, demands und other communications hereunder shall be in writing and shall he deentecl gi\en ilipersonally delive d or mailed, certi?ed mail, return receipt requested‘ to the other party, or to any SLICCCSSUFS or assigns el' the Cit) or the Bureau. at the addrcs idcntilied abuve. or any future address of the City or the Bureau. ilithe City or the Bureau gives the other party notice of said change nf address as provided pursuant to the provision for notice herein.

10. RIECITALS. The recitals set forth above and the terms and definitions therein are hercb) matte 21pan hereof as though they were set forth in the body herenf. ll . NO ORAL ,\4()DIl7lCATl0N. This Agreement cannot be changed orally. l2. (i()V|il{l\ [l\(i I,»-\\\'. The substantite l’

[N Wl'l'\l l-ZSSW1Il1R(')l4, the parties hereto have executed this Agreement the day and )eur first above written.

(SltA[ ,) BURNSVILLE CONVHN'l'I()\=' A\ID VISITORS |§UR]*',AU

AND ’ Amie Burrillgyl-lxccutivcI ircctor Exhibit A City Collection Procedures for Lodging Tax

The City will collect the operator lodging tax reports as prescribed in litle 3 Chapter 22 of the llurnsvillc City Code.

Operatois thatdo not submit a monthly report by the monthly deadline are sent it reminder e-mail within two business days requesting immediate payment. If no payment is reeeit ed the City will continue to make lollov» up contact Vl? e—mailor phone calls to the operator. Ilian operator continues to be delinquent. the City ntay proceed with delinquency collection procedures as delined in the ('i ("ode to the extent that collection costs do not exceed a reasolrable estimate ofthe amount due. Ihe collection costs will be paid from lodging tax collections lselbre distribution to (ZVI-3.

re» lcvxs collections tron) indi\'iduz1| operators for clerical accuracy and y ‘ompared to historical trends and comparisons with similar operators \\ithin the City. The City may request copies oflvlinne uta State sales tax return forms from operators to rexiew consistency with lodging tux reports ifthc City deems it appropriate. St2tt1'ti111efor this review Willbe charged at cost aml paid lrorrtlodging tax collections before distribution to ('/VB. 11'the lodging tau reports are not eonsistent xxith Milmesotzxsales tax reports, then the City may engage an independentauditor to perforn1 21review 0l'the opcratofs sales records. Costs will be paid from lodging tax collections before distribution to (TVB.

2019 MARKETING PLAN – YEAR IN REVIEW

Prepared by: Amie Burrill, Executive Director Experience Burnsville 12600 Nicollet Avenue, Suite 100 Burnsville, MN 55337

January 7, 2020 Marketing Plan Confidential TABLE OF CONTENTS

1. Business Summary o Company Name o Staff o Board of Directors o Mission Statement o Vision Statement o Value Proposition o Positioning Statements o Our Services

2. Target Market o Geographic o Niche Markets o Visitors Personas

3. Marketing Channels o Website o Content for Website (blogs) o Content and Email o Social Media and Digital o Coupon Book o Photography o Videography o Partnerships and Tourism Organizations

January 7, 2020 Marketing Plan Confidential

BUSINESS SUMMARY

Experience Burnsville (Burnsville Convention & Visitors Bureau) is a not-for-profit corporation located in Burnsville, Minnesota. We office at the Ames Center (12600 Nicollet Avenue, Suite 100, Burnsville, MN 55337).

Our Staff Amie Burrill, Executive Director Ms. Burrill has been the Executive Director with our organization for over 13 years and leads and executes the organization’s Mission and Vision as well as the Strategic and Marketing Plans.

Bree Meier, Office Coordinator Ms. Meier joined our team March of 2018 as our part-time Office Coordinator. Ms. Meier assists the Executive Director with administration and coordination.

Sydney Tait, Marketing Coordinator Ms. Tait joined the Experience Burnsville team January 2019 as our full-time Marketing Coordinator. The primary responsibility of Ms. Tait’s position is to oversee our social media and marketing functions.

Our Board of Directors o Jeff LaFavre, IAG Commercial, Chairperson o Dan McElroy, Vice Chairperson o Jim Satterlund, AmericInn Hotel & Suites, Treasurer o Khalid Ansari, Mediterranean Cruise Café o Katie Barnitt, Aimbridge Hospitality o Marty Doll, City of Burnsville o Dan Gustafson, City of Burnsville o warren d. mosier, Cornerstone Copy Center o Peter Wright, Minnesota Zoo

Mission Statement Experience Burnsville enhances the community by increasing the volume and spending of visitors to Burnsville through promotion, marketing and advocating for destination development.

Vision Statement Burnsville will be a vibrant destination of choice featuring unique and quality experiences through a mix of attractions, culture, recreation, shopping and dining.

January 7, 2020 Marketing Plan Confidential

Value Proposition Burnsville, Minnesota offers visitors affordable and authentic dining options, exciting recreational activities, and diverse cultural experiences, while conveniently located nearby everything in the Twin Cities.

Our Services Provide brand awareness, marketing and promotional services designed to attract visitors who might not otherwise come to the community by promoting Burnsville as a friendly and hospitable community with an abundance of shopping, dining and other desirable amenities.

Positioning Statements Budget-Conscious Families For families visiting the Twin Cities Area, Burnsville offers visitors a laid-back destination infused with lower hotel rates, kid-friendly dining experiences, affordable and unique family recreational activities while being conveniently close to everything in the Twin Cities.

The Off-the-Beaten Path-Traveler For travelers who want an authentic Minnesota experience when visiting the Twin Cities, Burnsville offers the largest selection of affordable multi-ethnic restaurants and plenty of activities while being conveniently located near everything in the Twin Cities.

January 7, 2020 Marketing Plan Confidential TARGET MARKETS

Geographic In 2018 and continued throughout 2019, we’re targeting the following geographic areas based on visitor profile research (University of Minnesota Tourism Visitor Profile) and analytics (according to available social insights, Google Analytics and destination research).

Primary Markets o Minnesota (Mankato, Rochester, Duluth, Fergus Falls) o Wisconsin (Milwaukee, Green Bay/Appleton, Madison) o Iowa (Des Moines/Ames, Urbandale, Newton, Mason City, Waterloo, Dubuque, Davenport) o South Dakota (Sioux Falls) o North Dakota (Fargo/Valley City)

Secondary Markers o Minnesota (Burnsville) o Nebraska (Omaha) o Wisconsin (Hudson, La Crosse) o Illinois (Chicago)

Demographics Leverage audience data from Facebook and Google to customize target audiences for each promotional opportunity.

Base audience for Experience Burnsville is married women and families, 24-64 years of age with interests in food and dining, outdoor recreation, and shopping.

Niche Markets Leisure travelers with an emphasis on family fun and recreational experiences. Market segments will include lodging, dining out, shopping and recreational (area attractions and recreation, arts and culture, year-round activity at Buck Hill) experiences.

January 7, 2020 Marketing Plan Confidential MARKET CHANNELS

Branding and Messaging Local Flavor. Local Flair. #MyBurnsville

Goals: • Increase Twin Cities area visitors’ awareness of Burnsville by 20 percent • Differentiate Burnsville from surrounding communities and communicate its value proposition • Deliver a brand message that attracts the right type of visitor to stay and enjoy dining and recreational activities it has to offer

Website BurnsvilleMN.com

Purpose of channel: brand awareness and engagement

Activity: to rebuild our destination website to include activity and event-based promotion

2019 Results (Compared to 2018): • Users: 89,802 (65,148) – 38% Increase • New Users: 89,234 (65,671) – 36% Increase • Sessions: 103,143 (79,119) – 30% Increase • Pageviews: 193,296 (163,360) – 18% Increase • Mobile Users: 69% (58%) – 19% Increase

Content for Website (blog) Purpose of channel: storytelling and shared experiences

Activity: monthly blogs/articles

Content Generated Includes: • 5 Reasons Why You Should Visit the Burnsville, MN Area in 2019 (January) • Save Big on Your Next Burnsville, MN Getaway: 2019 Coupon Book (February) • Best Restaurants in Burnsville, MN According to TripAdvisor (March) • Complete Guide to Golfing in Burnsville, MN (April) • Outdoor Adventures in the Twin Cities Area (May) • Your Guide to 4th of July Weekend in Burnsville (June) • Instagram Hotspots in Burnsville (July) • Where to Experience Fall Color in Burnsville, MN (September)

January 7, 2020 Marketing Plan Confidential • Your Guide to Year-Round Boarding in Burnsville, MN (September) • Neveplast: How to Hit the Slopes Without the Snow (October) • Guide to Shopping in the Minneapolis-St. Paul Area (October) • Festive Family Fun in the Twin Cities Area (November) • Black Friday Shopping in Burnsville, MN (November) • 5 Ways to Celebrate New Years Eve near the Twin Cities (December) • Brunch in Burnsville, MN (December)

Content and Email Purpose of program: deliver relative content to a defined target market

Newsletter: • 5 Reasons to Visit Burnsville in 2019! (February) o Sent: 7,486 o Opened: 918

• Good Eats & Great Savings in Burnsville! (April) o Sent: 7,420 o Opened: 868

• Plan Your Summer Adventure in Burnsville (June) o Sent: 7,377 o Opened: 891

• Capture Your Burnsville Getaway at These Instagram Hotspots (August) o Sent: 7,345 o Opened: 646

• Learn Where to See Fall Color in Burnsville this Season (October) o Sent: 7,308 o Opened: 688

• Festive Family Fun in the Burnsville Area (December) o Sent: 7,271 o Opened: 603

Advantage Email (Star Tribune) • Buck Concert Series o Timing: July 2, 2019 o Quantity: 50,000 emails o Opens: 8,770 o Open %: 17.54% o Clicks: 1,460

January 7, 2020 Marketing Plan Confidential • Art and All That Jazz Festival o Timing: August 8, 2019 o Quantity: 50,000 emails o Opens: 8,843 o Open %: 17.69% o Clicks: 1,473

Content Activation Strategy: to drive traffic to CVB website by creating and promoting a series of blogs on social media (Facebook Ads)

• 5 Reasons to Visit Burnsville in 2019 o Impressions: 158,895 o Reach: 114,976 o Link Clicks: 8,599

• 2019 Ticket to Experience Burnsville Coupon Book o Impressions: 65,055 o Reach: 48,771 o Link Clicks: 1,279

• Best Restaurants in Burnsville, MN According to TripAdvisor o Impressions: 46,068 o Reach: 33,362 o Link Clicks: 1,750

• Complete Guide to Golfing in Burnsville, MN o Impressions: 61,585 o Reach: 41,351 o Link Clicks: 1,666

• Outdoor Adventures in the Twin Cities Area o Impressions: 55,297 o Reach: 37,704 o Link Clicks: 2,573

• Your Guide to 4th of July Weekend in Burnsville o Impressions: 58,152 o Reach: 43,448 o Link Clicks: 882

January 7, 2020 Marketing Plan Confidential • Instagram Hotspots in Burnsville, MN o Impressions: 108,712 o Reach: 89,644 o Link Clicks: 2,574

• Where to Experience Fall Color o Impressions: 28,143 o Reach: 20,012 o Link Clicks: 394

• Your Guide to Year-Round Boarding in Burnsville, MN o Impressions: 48,058 o Reach: 38,632 o Link Clicks: 727

• Your Guide to Shopping in Minneapolis St. Paul Area o Impressions: 65,585 o Reach: 51,040 o Link Clicks: 1,048

• Festive Family Fun in the Twin Cities o Impressions: 63,751 o Reach: 50,687 o Link Clicks: 1,412

• 5 Ways to Celebrate New Years Eve near the Twin Cities o Impressions: 96,045 o Reach: 75,712 o Link Clicks: 2,833

Social Media and Digital Purpose of channels: brand awareness and engagement (and sharing) to influence visitation to Burnsville

Channels include Facebook, Instagram, hashtag campaigns, Pinterest, Twitter, YouTube, Flickr

Facebook – 2019 Results (Compared to 2018): • Likes: 4,208 (3,431) - 23% Increase

Instagram - 2019 Results (Compared to 2018): • Followers: 1,131 (718) - 58% Increase

January 7, 2020 Marketing Plan Confidential Facebook and Instagram Ads and Boosts: • Impressions: 195,729 • Post Engagement: 25,937 • Reach: 218,405

Facebook Sweepstakes: Spring Partners include Valleyfair, Hampton Inn Burnsville, JL Beers • 4,707 entries • 10,424 contest visits • 45% contest entry rate • 93 Facebook Likes • 670,883 Impressions

Fall/Winter Partners include Buck Hill and Hampton Inn Burnsville (October/November) • 3,336 Entries • 7,645 Contest visits • 47% Contest entry rate • 97 Facebook Shares • 477,572 Impressions

Social Media/Facebook Ad (Star Tribune) • Holiday Events and Shopping o Timing: November 15 - December 25 • New Years Eve Events o Timing: December 1 - January 1

Digital Billboard • Ames Center

Tweet Chats with Explore Minnesota Tourism (#OnlyinMN) • Seasonal chats

Ticket to Experience Burnsville Coupon Book Purpose: engage Burnsville and area hospitality businesses to provide visitors with discounted offers

Distribution • 10,000 printed copies

January 7, 2020 Marketing Plan Confidential Photography Purpose of program: highlight Burnsville’s hospitality businesses and visitor assets/attractions Completed Professional Photo Shoots Include: • Buck Hill and Black Diamond (January) • Northern Lights Tubing Event at Buck Hill (February) • Winter Fat Bike (March) • Strider Cup Event at Buck Hill (March) • Spring Fling Event at Buck Hill (March) • Farm Babies at Minnesota Zoo (April) • Mountain Bike, Neveplast Ski & Board at Buck Hill (June) • Jack-O-Lanterns at Minnesota Zoo (October) • Fall in Burnsville, MN (October) • Minnesota Zoo, Best Western Premier Nicollet Inn, El Camino Taco Deli, Grand Slam, Ames Center (November)

Videography Purpose of channel: storytelling, stakeholder engagement, and delivery of content to a defined target market

Activity: Bi-monthly stakeholder videos highlighting #MyBurnsville

Completed Videos Include (Experience Burnsville staff produced): • The Buzz • Grand Slam • Buck Hill Bike Races • Llama Trek at the Minnesota Zoo • ProKART Indoor Racing • Jensen’s Café • Burnsville Center Shopping • A Night at Cheers Pablo • Ficus & Fig • Northern Lights Tubing at Buck Hill • Experience Fall in #MyBurnsville • Buck Hill Skiing • Roasted Pear Woodfire Pizza – How It’s Made • Original Pancake House • Neveplast: Year-Round Fun (interview with Dave Solner) • Skateville • Holly House Boutique

January 7, 2020 Marketing Plan Confidential Completed Professional Videos Include (produced by vendor): • Experience Burnsville Restaurants with a Local • Experience Burnsville Buck Hill Highlights • Experience Zombie Boardshop

Partnerships and Tourism Organizations Purpose of marketing partnerships and tourism organizations: to further our brand awareness with cooperative marketing initiatives and programs to influence visitation to Burnsville, MN

Activity: Metro Tourism, Minneapolis South, Burnsville Leaders, Burnsville Messaging group (CVB, Chamber, City, School District), Destinations International, Tour Minnesota Association, Minnesota Association of Convention & Visitors Bureaus, Associations North, Minnesota Tourism Connection (Amie is a member of the Board of Directors)

Metro Tourism Committee MSPVacations.com

Spring/Summer Campaigns and Content • Get Hands-On with These Unexpected Art Classes • 8 Family-Friendly Ways to Celebrate Spring • The Hottest New Restaurants in Minneapolis-St. Paul Area

Casual Astronaut • Display and Video o Impressions: 2,399,059 o Total Clicks: 24,432 o Video Impressions: 186,362 o Total Video Views: 42,511 • MSPVacations.com Subscriber Email o Sent Emails: 9,058 o Open Rate: 2.8%

Fall/Winter Campaigns and Content • Budget-Friendly Ideas for a Romantic Getaway in Minneapolis-St. Paul • Our Favorite Winter Adventures for Families • Gather Your Girlfriends for a Weekend Getaway

Casual Astronaut (Fall) • Google Display o Impressions: 1,987,184 o Total Clicks: 14,145 • YouTube Video Pre-Roll o Impressions: 171,780

January 7, 2020 Marketing Plan Confidential o Clicks: 2,248 o Views: 37,158 • MSPVacations.com Subscriber Email o Opens: 524 o Clicks: 61 MediaOne • Display and Native Retargeting (Fall) o Impressions: 1.6 million o Clicks: 6,000 • Display and Native Retargeting (Winter) o Impressions: 2.4 million o Clicks: 9,000 • Foot Traffic Tracking o Tracked Impressions: 4,000,000 o Impressions: 613,000

Star Tribune Advantage Email and Display • Plan the Perfect Fall Getaway o Quantity: 362,500 o Opens: 57,819 • We’ve Got Your Perfect Snow Day Plan Right Here o Quantity: 362,500 o Opens: 61,825

Casual Astronaut • Display (Winter) o Impressions: 3,196,565 o Total Clicks: 45,822

• Retargeting (Winter) o Ad Impressions: 3,252,745 o Ad Clicks/Emails: 53,148 o Total Sessions: 53,795

• MSPVacations.com Subscriber Email (Winter) o Sent Emails: 9,167 o Open Rate: 4.8%

Minneapolis South (Burnsville, Eagan, Lakeville CVBs) MinneapolisSouth.com Instagram: @minneapolissouth

January 7, 2020 Marketing Plan Confidential Star Tribune Advantage Email and Display Valleyfair and Burnsville Hotel Contest • Startribune.com (June 19 – July 19) o Impressions: 58,315 • Email Campaign (June 24) o Impressions: 50,000 o Opens: 8,312 o Open-Rate: 16.62%

• Startribune.com Added Value (July 8 – July 30)) o Impressions: 58,335

Minnesota Vikings Training Camp and Eagan Hotel Contest • Email Campaign (July 15) o Impressions: 50,000 o Opens: 8,679 o Open-Rate: 17.36%

Minnesota Gopher vs. Nebraska Cornhusker and Burnsville Hotel Contest • Startribune.com (August 12 – August 31) o Impressions: 58,472 • Display Ad (October 30 – November 13) o Impressions: 58,472

Minnesota Renaissance Festival and Lakeville Hotel Contest • Startribune.com (July 29 – August 11) o Impressions: 58,334 • Email Campaign (August 15) o Impressions: 50,000 o Opens: 8.379 o Open-Rate: 16.76%

Minnesota Gopher vs. Wisconsin Badger Football Game and Eagan Hotel • Email Campaign (October 30 – November 13) o Impressions: 19,508

Holiday Shopping Getaway • Startribune.com (October 14 – October 28) o Impressions: 58,344

Social Campaigns (Facebook) Minnesota Gopher vs. Wisconsin Badger Football Game and Eagan Hotel Contest (November 4 – November 13)

January 7, 2020 Marketing Plan Confidential • Impressions: 241,051 • Clicks: 6,519 • Click Thru Rate (CTR): 2.70%

Ficus & Fig/Shopping and Contest (October 14 – October 28) • Impressions: 218, 109 • Clicks: 2,756 • CTR: 1.26%

Minnesota Gopher vs. Nebraska Football Game (September 5 – September 23) • Impressions: 106,435 • Clicks: 5,274 • Click Thru Rate (CTR): 4.96%

Digital Campaigns Welcome Screen on Startribune.com (October 28) • Impressions: 493,038 • Clicks: 925 • CTR: .19% • View Thru Conversions (VTC): 20

January 7, 2020 Marketing Plan Confidential

2018-2020 BOARD OF DIRECTORS STRATEGIC PLAN 2019 Outcomes

Prepared by: Amie Burrill, Executive Director Experience Burnsville 12600 Nicollet Avenue, Suite 100 Burnsville, MN 55337

November 15, 2018 2018-2020 Strategic Plan Revised January 10, 2020 EXECUTIVE SUMMARY

GOAL 1 Advocate for Destination Enhancing Development

Objective A Encourage the Redevelopment of the Burnsville Center and other retail hubs and serve as the “voice of the visitor”

Objective B Promote and Market Burnsville’s Destination Driving Festivals and Events

GOAL 2 Enhance the Awareness, Appreciation and Support for Experience Burnsville and the Visitor Economy

Objective A Develop a Local Outreach Strategy to Communicate the Value of the Visitor Economy

GOAL 3 Increase Experience Burnsville’s Capacity to Enhance the Impact of the Visitor Economy

Objective A Analyze opportunities to enhance Board Governance of Experience Burnsville

November 15, 2018 2018-2020 Strategic Plan Revised January 10, 2020 Board of Directors Strategic Plan

GOAL 1 Advocate for Destination Enhancing Development

• Engage outside agency to assist in development of destination brand messaging and vision for destination development and enhancements o Outcome: Engaged W.A. Fisher to assist with brand messaging and vision for destination; “Local Flavor. Local Flair.” o Outcome: Continued work with Terra Sura Photography, StoryTeller Media (video) and internal video creation o Outcome: Continued work to promote our hashtag #MyBurnsville through various social media channels and community engagement activities • Support development of wayfinding signage to highlight Burnsville’s destination assets o Outcome: Item for future discussion

Objective A Encourage the Redevelopment of the Burnsville Center and other retail hubs and serve as the “voice of the visitor”

Suggested Tactics:

• Keep lines of communication with Burnsville Center management open o Outcome: Continuous meetings with Burnsville Center at the Mayor CEO Forums and Burnsville Leaders Group (in addition, Melissa Meyer from the Burnsville Center was a member of our Board of Directors) and various communication • Support the transition of Burnsville Center to destination driving mixed use development o Outcome: Invited City of Burnsville to present “Center Village” vision to Board during our retreat in June 2019 and am engaged with City Economic Development Coordinator • Become a partner to the Burnsville Center study and City’s County Road 42 planning process o Outcome: Executive Director and Board of Directors invited to participate, as well shared information with our stakeholders and community friends • Continue to amplify the good news emanating from the Burnsville Center o Outcome: Continued messaging to promote the Center via our website, social, digital initiatives • Explore ways to increase destination driving user generated content (UGC) and reshare when appropriate o Outcome: Staff searches social media channels for UGC to reshare (continuous outreach) • Advocate for new lodging developments in Burnsville

November 15, 2018 2018-2020 Strategic Plan Revised January 10, 2020 o Outcome: At this time, the City is not in receipt of new lodging developments, nor has the organization been asked for support/advocating o Outcome: Staff has been in contact with the ownership group of the newly renovated/opened Motel 6 (former Norwood Inn & Suites) o Outcome: Hampton Inn and Suites is newly renovated

Objective B Promote and Market Burnsville’s Destination Driving Festivals and Events

Suggested Tactics:

• Support the City of Burnsville and advocate for the City to develop funding for a position or a program to coordinate and support festivals and events that both enhance the Quality of Life and attract visitors to Burnsville o Outcome: City of Burnsville has allocated staff and funds to create a new festival, Party on the Plaza and has reimagined existing events o Outcome: Experience Burnsville markets and promotes City and community events including but not limited to Party on the Plaza, Rockin’ Lunch Hour, Halloween Fest, International Festival, Art & All That Jazz, Burnsville Fire Muster • Advocate for winter events to attract visitors during hotels’ slow weekends o Outcome: Provide marketing support for Polar Fest • Connect Burnsville corporate leaders with Burnsville attractions and events to investigate whether they have an interest in sponsoring development and/or events that could enhance their ability to attract a quality workforce to Burnsville o Outcome: Staff continues to listen and seek opportunities to connect the hospitality community with one another

November 15, 2018 2018-2020 Strategic Plan Revised January 10, 2020 GOAL 2 Enhance the Awareness, Appreciation and Support for Experience Burnsville and the Visitor Economy

Objective A Develop a Local Outreach Strategy to Communicate the Value of the Visitor Economy

Suggested Tactics:

• Continued marketing and promotional efforts (website, social media, content activation, etc.) o Outcome: currently working on our new website, as well as integrating our new messaging into our marketing and promotional initiatives, which include but not limited to social strategies, native ads, display ads, email campaigns, retargeting, content marketing, influencers/bloggers, distribution of our Coupon Book, Facebook sweepstakes, Tweet Chats • Continue to attend meetings and partner with Burnsville Leaders group o Outcome: Executive Director participates in Burnsville Leaders, messaging group meetings, and Partners meetings (City, CVB, School District, Chamber), as well as the Mayor’s CEO Forum (quarterly meetings) • Attend industry shows, expos, conferences to promote and market the Destination o Outcome: Staff has participated and/or attended the following events to promote and highlight Burnsville: Explore Minnesota Tourism Conference, Minnesota Association of CVBs Educational Conference, Minneapolis South Partnership, Metro Tourism Committee, Tour Minnesota Association membership meetings, U.S. Travel Association Educational Seminar for Tourism Organizations (ESTO), Destinations International CEO Forum, Minnesota Association of CVBs Annual Conference and Meeting, Community Coffee, Destinations International Advocacy Summit

November 15, 2018 2018-2020 Strategic Plan Revised January 10, 2020 GOAL 3 Increase Experience Burnsville’s Capacity to Enhance the Impact of the Visitor Economy

Objective A Analyze opportunities to enhance Board Governance of Experience Burnsville

Suggested Tactics:

• Review the strengths and weaknesses of the present Board structure o Outcome: Discussed during our annual planning retreat and consensus agree that our current board structure is sufficient • Identify industries that are not currently represented o Outdoor Recreation ▪ Outcome: The Nominating Committee nominated Dave Solner with Buck Hill join our Board of Directors effective January 1, 2020 and the Board of Directors accepted the nomination o Others, as identified ▪ Outcome: Jeff LaFavre and Amie Burrill had a brief conversation with Joel Cairy to possibly join the board in 2020, should a position become available. Joel has in the past and recently expressed interest • Consider whether the Board’s present size limits the Organization’s outreach and influence o Outcome: Discussed during our annual planning retreat and consensus agree that our current board structure is enough and will revisit in the future, if needed • Review the Organization’s Bylaws to ascertain whether updates are needed as our governance model changes o Outcome: To date, amendments to our Bylaws include; board meeting frequency, disbursement of funds by Executive Director has increased. In addition, the board is considering amending Section VIII, Executive Committee o Outcome: Adopted amendment include prohibiting City appointees to serve as Officers of the Executive Committee (adopted December 19, 2019) • Develop policies that create a path forward on encouraging diversity o Outcome: Board of Directors has not discussed at this time • Develop a succession plan o Outcome: Board of Directors and staff continue to analyze opportunities for Board recruitment and engagement • Consider whether developing Advisory Committees would enable the Organization to engage other members in the community, including young professionals o Outcome: During the June 2019 planning retreat the Board of Directors unanimously agreed to not create advisory committees and removed from Strategic Plan

November 15, 2018 2018-2020 Strategic Plan Revised January 10, 2020