More to Explore is the new media campaign of the state's tourism promotion.
The Explore Minnesota Tourism conference at Grand View Lodge in Nisswa last week provided a look at the marketing program and new website design aimed at being a hub of information for residents and tourists alike. The unveiled effort has been an 18-month project. The goal is a big one - inspiring travel.
Last year, in the tough market of 2010, people were urged to take a break. This year involves a new approach, with more efforts on the digital front and social media. Minnesota's being billed as a state with 10,000 things to do.
To help with that effort, expect to see a catchy commercial with homegrown Minnesotans - like the Twins' catcher Joe Mauer - singing about the state in a fast-moving blend of images. The ever-changing detail may well capture the attention for repeated viewings.
Adam Sacks, founder and managing director of Tourism Economics based in Philadelphia, told those gathered at the conference about opportunities in international markets, with growth in travel from India and China, as well as opportunities from South America. Sacks pointed to a rebound in travel from Japan, which remains the No. 1 Asian market, and even signs of optimism from Canada after a decline because of pent-up demand there.
Gains were seen in U.S. travel, up 2.8 percent for domestic travel in 2010 along with an increase in business travel at 4.2 percent and an 8 percent increase in international travel. Sacks said travel is expected to continue to increase in 2011 although by smaller percentages - 1.6 percent for domestic travel, 2.6 percent for business and 3.7 percent for international.
The state's tourism arm has an annual budget of $10 million and about 50 full-time staff members.
John Edman, recently reappointed as Explore Minnesota Tourism director, has been at the agency's head since 2000. With budget constraints, Edman said public and private partnerships - like one with Caribou Coffee - are a key element in promoting the state and helping attract revenue and fuel jobs.
"I really believe in the value of partnerships," Edman said, noting the More to Explore brand effort offers a way to connect with regional marketing efforts in the state where they can put their own spin on it while connecting with a broader media campaign for greater recognitionby consumers.
During a break at the tourism conference Tuesday, Edman said people are still looking for value and drive destinations offer people a way to escape without going as far. He said Brainerd attracts a lot of people from the metro area and should give people here optimism.
One of the repeated concerns from area resorters has come from lost bookings to host conferences and meetings. They point to resorts spurned as event organizers fear a public perception state workers are vacationing instead of working even if the setting means fewer taxpayer dollars are actually spent. Questioning the resort and conference centers as a meeting location choice has been an angle Twin Cities broadcast media has played up in the past.
Edman said that's an issue that's been discussed with Gov. Mark Dayton. The conference at Grand View Lodge was decided by competitive bid. Edman said use of the state bid process to find the best value, whether that's a resort setting or not, is being encouraged for other state agencies.
Beyond the More to Explore's effort to bring in travelers, the campaign is also about promoting an active lifestyle for residents with health benefits by reducing obesity.
Pleasureland Outlet will be opening soon off Highway 371 North.
DeRosier & Associates moved into the Northern Pacific Center's Clock Tower in Brainerd after reporting outgrowing its 21 Washington St. location in Brainerd it opened in May of 2003.
DeRosier & Associates reports it likes the history and feel of the space and Brian DeRosier's father worked for the railroad for 42 years and the intention is to showcase some of his father's pieces in the new offices.
Klein & Flemming Insurance services, also growing, is moving into the office space DeRosier & Associates is leaving.
Spirit Horse Center's third annual Winter Gala & Tack Swap this weekend features speaker Joyce Leake, a Colorado resident who is known for a gift of communicating with animals. The center reports about 95 percent of Leake's work is done long distance and over the phone, typically involving compatibility issues between pet and owner. Perhaps not surpisingly, a top question of pet owners is whether a pet loves them. Although there should be a number of non-verbal cues, it can be more a mystery with some species afterall horses can't purr the way a cat can indicate pure enjoyment.
Leake is in Brainerd to teach others how to communicate with their pets, at least the first two levels of her program, whether they have dogs, cats, or horses. The center reports she's been able to help owners find a lost pet and solve pet problems.
RENEE RICHARDSON, senior reporter, may be reached at renee.richardson@brainerddispatch.com or 855-5852.
