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2019-Annual-Report.Pdf 2019 Annual Report MISSION: Visit Mankato will lead the VISION: Greater Mankato will be an development of the visitor economy in Greater exceptional destination for conventions, Mankato. tournaments and tourism. Traveler Stays by Season Visit Mankato Revenue: Lodging Tax of Total Fall 26% Winter 29% (Sept-Nov) (Dec-March) Spring 16% Summer 29% (April-May) (June-August) Our seasons closely follow the state of Minnesota’s. Above is a breakdown of traveler stays by season. *Note: data from STR report Mankato Average Hotel Occupancy Rate Mankato finished 2019 with 6% higher Revenue Per Available Room than in 2018, which was the STRONGEST GROWTH IN ANY MARKET IN THE STATE *Based on STR report provided by MN Lodging Association Source: MN Lodging Association January Newsletter Mankato Average Daily Rate Hotel Room demand up % over 2018 4 15 1,153 269 Hotels Rooms City Center rooms Conventions 25 22 $2.5M Booked events Conventions assisted Economic impact (up 16% over 2018) (down 46%) (up 10.6%) *Note: data reflects conventions in 2019 Launched AdvenTour campaign inviting convention planners to submit an RFP to receive a free experience in Mankato focused on arts & culture, entertainment, adventure and wineries & breweries. Leisure 101,468 3,984 220 Total inquiries from all sources E-newsletter subscribers Local and state news articles, including website sessions, email, (up 16%) interviews, events picked up by phone (up 2.7%) the media (up 92%) up7,322 10% in likes 1,963 682 new likes (growth rate up 7.4%) up 25% in followers 387 new followers (growth rate up 17%) *Note: data reflects 2019 year-to-date data over 2018 year-to-date data Intent to travel increased 4 % based on inquiries and non-mankato web visits. Travel Writers: Wander the Map Earlier this summer, Visit Mankato brought in outdoor and adventure travelers, Jenna and Micah from “Wander the Map,” who explore destinations all over the globe and share their story throughout social media while capturing quality footage of their authentic experience. They posted a variety of content on their social media channels including Facebook, Twitter and Instagram. 13,400 1,740 284 estimated Facebook reach Facebook post clicks social media shares from their blog post Gather in the GreenSeam ER TH A VIsit Mankato promoted 25 different events during the campaign using a variety of different G marketing mediums including print, social media, web, digital display and target eblasts. E Campaign efforts garnored an estimated 2.06 M impressions and 2,881 web page visits. IN TH Sports Commission 45 54 $17.4M Booked events Events assisted Economic impact (up 32% over 2018) (down 33%) (up 1%) *Note: data reflects events in 2019 Helped to attract the Aussie Peppers, Olympic contenders, to play their season in our community. Promoted the home games including an invite to writers for the Star Tribune and ESPN resulting state and national print and digital publications. Visit Mankato took on full ownership of the Mankato Marathon in 2019. In addition, there were a lot of changes for the 10th anniversary of the event including new Local and state news articles, courses, changed back to a Friday-Saturday event, enhanced the post party, formed interviews, events picked up by the media (up 92%) partnerships for Saturday night activities, added the Bold Challenges for a combo of Friday 5K and any Saturday race, and engaged with local businesses to offer weekend runner specials. Charity Program Participants Economic Impact Donations 2019 4,114 $2.8M $24.7K up 20% over 2018 10 YEAR TOTAL 39,818 $19M $171,138 Run4PRs names the Half Marathon in Top Race recommendations in October. Visit Mankato hosted a digital marketing social media shares from their blog post workshop for 50 people to help them learn how to better market their business and collaborate with our organization to drive more traffic to the community. Impact of Tourism Strategic goals to grow the tourism economy through 2020. Increasing Economic Impact: Increase economic impact from events and tourism from $15M to $25M. Destination Development: Provide leadership with other partners to develop at least 3 new products that significantly enhance our destination for visitors & residents. Visitor Experience/Front Line Staff Training: Ensure systemic brand adoption & training of front-line staff to ensure great customer service and experiences. Increase Revenue: Increase Visit Mankato’s revenue from $863,000 to $1.5M. LEISURE AND HOSPITALITY SALES TAX REVENUE JOBS $216.5M $14M 4,433 County up 1% over 2017 up 2% over 2017 Blue Earth up 1% over 2017 $44M $1.04B 273K+ gross sales per day 18% generated of all 11% of total private sector sales tax reveue Minnesota $16B $12.5B Sales at leisure $10.5B & hospitality businesses grew 52% from President, Anna Thill testified at3 2006 to 2018 legislative hearings and met with several state legislators including Governor Walz to promote the ‘06 ‘12 ‘18 support of Explore Minnesota *Note: data for leisure and hospitality sector, 2018 Tourism and tourism in general. Industry Expertise Anna Thill presented at the MN Association of CVB’s Annual Conference on partnerships in tourism in addition to help to develope and contribute content for the University of Minnesota Extension’s new webinar course, Growing Tourism Leadership. Industry Leadership Anna Thill serves on the Explore MN Tourism Council, Southern MN Tourism Board, MN Association of CVB’s Board, and MN Tourism Growth Coalition. Sports Commisson Director, Joy Leafblad serves as a member of Sports Minnesota..
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