Present: Maureen Bausch, Rob Buntz, Dutch Cragun, Randy Gutzmann, Nancy Hanson, Wally Heise, Sandy Lexvold, Julie Lunning, Tom Masloski, Kevin Matzek (representing Hospitality Minnesota), Greg Ortale, Shawn Radford, Senator Carrie Ruud, Ingrid Schneider, Hank Todd, Tom Whelan, John Valliere

Staff: John Edman, Peggy Lindquist, Michele Peters, Colleen Tollefson, Char Vaughan

Guests: Clarity Coverdale Fury team: Jac Coverdale, Biz Polloway, Rob Rankin, Steve Wendling; Doug Killian

Welcome and Introductions: Chair John Edman thanked the members for attending the Council meeting. Members were asked to say what their most favorite Minnesota list would be titled (i.e. restaurants, weekend getaways, geocashing, creating family memories).

A special welcome to Tom Masloski who was appointed to the Council on September 11. Mr Masloski is from Underwood. He owns and operates Weslake Resort and is also an active member of the Congress of Minnesota Resorts. He replaces Dawn Sullivan.

Patricia Beckel is also a newly-appointed Council member. However, she was not available for this meeting. Ms. Beckel is from Baudette and is a member of the Lake of the Woods County Board of Commissioners. Ms. Beckel replaces Joanne Fay.

Shawn Mason from International Falls has submitted her resignation to the Council due to time and travel constraints. Shawn continues to be active in tourism-related issues.

The following members terms expire in January 2007: Maureen Bausch, Blaine Breault, Bonnie Carlson, Dutch Cragun, Randy Gutzmann, Wally Heise, Deb Lloyd, Lisa Paxton, Ingrid Schneider, Hank Todd and Tom Whelan. Members will remain on the Council until they resign or a successor is appointed. If members are interested in remaining on the Council, they should send a letter to John Hultquist in the Governor’s Office.

Ad Agency Presentation/Marketing Update: Clarity Coverdale Fury (CCF) presented information on their new advertising approach for Minnesota tourism. They heard from EMT that travelers want help getting beyond the obvious and that many travelers are making last minute decisions. CCF looked for ways to inspire and inform the traveler. They hope to accomplish this by providing the consumer with “insider information” and creating several “Best of . . .” lists.

CCF is working with EMT to create “My Favorite Minnesota” on the exploreminnesota.com website. Consumers would have an opportunity to submit their entries for the web. The site will be a controlled sight. It will be clean, interesting and easy to navigate. It will provide a forum for interaction, provide inspiration and practical information. The consumer will want to return to the site more frequently.

The ten suggestions that CCF is recommending for the future of the website are:

1. Make it more inspiring
2. Make it more intuitive
3. More visual/cycle larger, better photos
4. Less copy heavy (rollover icons)
5. More interactive/videos/360 degree views
6. Video tour of Minnesota by region
7. “Home page” for each activity should inspire
8. Be specific
9. Add personality/old photos/illustration
10. Downloadable pdf’s

Currently, EMT is working to redesign the website and will make sure that all regions are included. CCF is collecting “assets” for the website and commercials. The goal is to have everything in place in January for a soft launch. The hard launch is scheduled to occur in March.

Comments from the Council:

• Like the approach. Concerned about how many consumers have broadband vs. dial up? CCF responded that 81% of adults have access to the web, of those 81%, 70% have access to high speed. The site would be similar to CNN where video can be uploaded but do not have to be used.
• Important to have call center’s phone number on the first page for consumers who want to call and talk to a person.
• How will the success of this campaign be measured? It will be measured from traffic, click throughs, leads generated. A web analysis will be done from time-to-time to adjust programming to where consumers want to go.
• Would like to see some diversity in the types of consumers portrayed.
• Concern if someone writes a negative comment (such as what is seen on tripadvisor.com). CCF/EMT will work to keep the comments positive.
• EMT needs to be proactive with properties who want to take advantage of this new site. EMT is working on a new ad rate program. CCF is working on the key word search so that EMT comes up naturally when doing an internet search.
• Looking to the future, would it be possible to send a text message to the consumer informing them that they are now driving by one of the “favorites” on the list. May want to look to cell phone company to sponsor/partner.
• With all of the great information that will be on the site, need to make sure we are doing everything possible to drive the consumer to this site.
• This is definitely the right direction!

In order to ensure that all properties who wish to be listed can participate, EMT may offer free links for everyone in the industry. This would be one way to make sure we provide consumers with complete information. The Council agrees that this should be pursued.

Federal Issues – Rob Buntz and Colleen Tollefson: A delegation from Minnesota traveled to Washington DC on September 12 and 13 to participate in the Travel Leadership Summit. The delegation included:

• Rob & Jan Buntz, Bluefin Bay on Lake Superior
• Bonnie Carlson, Bloomington Convention and Visitors Bureau
• John Edman, Explore Minnesota Tourism
• Deb Lloyd, MLT Vacations
• Dave Siegel, Minnesota Restaurant, Lodging, Resort and Campground Associations
• Colleen Tollefson, Explore Minnesota Tourism

While in Washington DC, the delegation met with Minnesota’s congressional delegation and Minnesota’s two U.S. Senators to address the following issues:

• Western Hemisphere Travel Initiative (WHTI)
• U.S. Visa Policy
• Temporary Worker Visa Processing/Guest Worker Program
• Comprehensive Immigration Reform
• International Destination Marketing

Minnesota’s congressional delegation is on board with tourism issues. The feeling is that the immigration bill will not be voted on. Also, security issues need to be addressed before immigration issues. Many of the congresspeople already had the cereal boxes on display in their office.

Tourism Awareness Update/Issues for 2007 Legislative Session – John Edman and Rob Buntz: The Task Force continues to meet to discuss and prepare for the next session. A letter to candidates has been drafted and is expected to go out in mid to late September. A brochure has been completed. A separate phone line will be established. Hospitality Minnesota will be the Fiscal Agent. Ginger Sisco has been brought on board to be the PR consultant. The website is up and running – the address is www.mntourism.org. If you have suggestions for this site, please forward to Colleen Tollefson. Lisa Paxton and Rob Buntz will do phone calling for fund raising.

John met with Ward Einess (DEED’s acting Commissioner). Dave Siegel, Deb Lloyd, Colleen Tollefson, Rob Buntz and John Edman met with several key staff from the Governor’s Office. The Governor likes the public/private partnership that Tourism continues to pursue.

The budget request for new initiatives will be sent to the Governor on October 16. EMT’s request will be included. The resort sales tax exemption will also be put forward.

Leisure and Hospitality Revenue Department Data – Revenue Commissioner Dan Salomone and Assistant Commissioner Jack Mansun: Through an interagency agreement between Revenue and Explore Minnesota Tourism, EMT receives sales tax information from Revenue. This information is extremely valuable when telling the tourism story. It is broken down by county level. It is actual tax collection information. Tourism is a significant industry to Minnesota’s economy. There is approximately one year between when the information is collected and before it is released. The most current information available at this time is the 2004 Annual Minnesota Sales Tax Statistics for the Leisure and Hospitality Industry (copies provided). The information is available online at www.taxes.state.mn.us.

Council members reiterated that this information is extremely helpful when telling the tourism story. They asked to have definitions added to categories.

Industry Communications – Michele Peters: Currently, EMT produces a bimonthly publication entitled “Travel Partners.” This publication is mailed to approximately 3,000 people. The purpose of this publication is to provide updates on the tourism industry. Some of the information is after-the-fact, updating the industry on what has happened. EMT also produces the Tourism FastFacts. This communication provides timely information to the industry. After a brief discussion, the Council agrees that EMT should discontinue Travel Partners and focus solely on the Tourism FastFacts. Council recommends that an announcement be put in Travel Partners and FastFacts announcing this change. A motion to approve was brought forward by Rob Buntz and seconded by Hank Todd. With all members in favor, motion passed.

Other:

Greg Ortale reports that Minnesota is bidding for the 2008 Democratic or the Republican National Political Convention. Support from the entire state is needed in order to make this happen.

Minnesota will celebrate its Sesquicentennial in 2008. Currently, funding is appropriated to the Minnesota Historical Society in the amount of $100,000. Meet Minneapolis is the fiscal agent for non-state funds. The plan is to use this money for grants to communities. Next session, the Sesquicentennial Commission will request $1.5 million. EMT has offered to assist with public relations, communications and website/calendar information. The Council needs to decide at what level EMT should be involved. Comments from Council include:

• Council needs to see a plan before considering any type of financial commitment.
• This type of event has an internal focus. Will not generate dollars from outside the state.
• Celebration has more of a community flavor.
• Could be an opportunity to invite former Minnesotans to return home.
• Is Sesquicentennial’s plan tourism-bound?

Background information on the Avian Flu and how it could affect the tourism industry is available on the official U.S. government web site www.pandemicflu.gov.

The next Council meeting is scheduled for December 12.