Creating Events and Marketing Rental Spaces Post-Pandemic It’s safe to say that COVID-19 has shifted the way we do things. In order to keep operations proceeding as normal, parks and recreation agencies nationwide had to pivot to become more creative, inclusive, and innovative in their programming and promoting. In Minnesota, many agencies have done just that.
Expanding the Reach While balancing budget cuts, capacity limits, and event restrictions, one thing has remained true to the marketing efforts of Minnesota Recreation and Park Association (MRPA) agencies: creativity. Most agencies are utilizing free promotional outlets, such as websites, social media, e-newsletters, and word of mouth, but some are going above and beyond to creatively reach all audiences in their communities.
“Whenever possible, we look to trade goods and services for marketing services,” stated Steven Anderson, recreation program supervisor for the City of Roseville. Maximizing your partnerships with community organizations or tapping into your sponsors’ audiences allows for your reach to be expanded. Based on rentable event spaces, MRPA agencies can also take advantage of other local marketing outlets. By joining neighborhood groups, mom groups, or event-related pages on social media, agencies can promote facilities for a variety of parties, weddings, cultural events, and meetings. Creating free accounts on Yelp or Yellow Pages allows the overall reach to expand and gives MRPA agencies a unique platform to promote athletic and event spaces for hosting tournaments, concerts, and more.
Building a Sense of Community Building relationships and a sense of community will always be a pillar to parks and recreation missions. For MRPA agencies, inclusivity is prioritized when renting and promoting event spaces to citizens. In Brooklyn Park, a Community Events Task Force, made up of community members and organizations, was initiated to gather input and feedback on their Celebrate Brooklyn Park Event series. “[Our] staff has also spent time learning about events in the cultural communities in Brooklyn Park so they are better prepared to work with customers to plan culturally relevant events that meet their individual needs,” said Jen Gillard, recreation services manager with Brooklyn Park. “In Brooklyn Park, 25-percent of residents speak a language other than English at home, so staff [members] are in the process
Photos this page: City of Brooklyn Park
In Brooklyn Park, 25-percent of residents speak a language other than English at home, so staff [members] are in the process of developing methods for marketing programs, facilities, and services that are accessible, inclusive, and culturally relevant. 34 MINNESOTA Recreation and Parks • www.mnrpa.org
