2018
Annual Report MISSION: Visit Mankato will lead the development of the visitor economy in Greater Mankato.
VISION: Greater Mankato will be an exceptional destination for conventions, tournaments and tourism.
Budget Breakdown
Revenue: Lodging Tax of Total $1,000,000
Administrative, 7% Leisure, 29% Conventions, 22%
$700,000
$400,000
$100,000 2015
2016
Total
Sports Commission, 42%
Traveler Stays by Season
2017
2018
Lodging Tax
Mankato Average Hotel Occupancy Rate Rate Mankato Average Hotel Occupancy 100%
Fall 27%
Winter 27%
(Sept-Nov)
(Dec-March)
90% 80% 70% 60%
57.3%
55.1%
57.1%
57.9%
2015
2016
2017
2018
50% 40% 30% 20%
Spring 17% (April-May)
Summer 29%
10% 0%
(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
Hotel Room demand up 10%
Mankato Average Daily Rate $140 $120 $100
$84.04
$91.83
$95.27
$93.87
2016
2017
2018
$80 $60 $40
15
Hotels
1,153 Rooms
269
City Center rooms
$20 $0 2015
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.
TAX REVENUE
Minnesota
Blue Earth Cty
SALES
JOBS
gross leisure & hospitality sales
state & local tax revenue from tourism
leisure & hospitality employment
$213.7M
$13.7M
4,391
up 4% over 2015
up 2% over 2015
$42M
$996M
18 percent generated of all sales tax reveue
gross sales per day
up 2% over 2015
270K+
11 percent of total private sector
$15.3B $10.2B
‘05
$11.9B
‘11
‘17
sales at leisure and hospitality businesses grew 50 percent from 2005 to 2017 *Note: data for leisure and hospitality sector, 2017
Leisure 98,761
114
Local and state news articles/interviews featuring Visit Mankato and its events like the Mankato Marathon
E-newsletter subscribers (up 8%)
6,640
3,293
1,576l
Total inquiries from all sources including website sessions, email, phone (down 11%)
635 new Facebook fans (up 10%, engagement rate 5.49%)
51 new Twitter followers (up 5%, engagement down 2%)
3,432
133 new Instagram followers (up 26%)
*Note: data reflects 2018 year-to-date data over 2017 year-to-date data
visitmankato.com web traffic increased due to the winter campaign over previous years’ performance Travel Writers 18 travel writers hosted; 8 through independent expierences an 10 through our instameet event.
169,963
9,289
social media impresssions *estimated
7.240
social media engagement
Facebook post clicks
Gather in the GreenSeam
G
The increase in participants derived from the introduction of the Taste and Tour of Old Town allowing businesses the opportuity to be involved in various ways throughout the day. Advertising efforts included social media, national digital ads via web and Facebook, email newsletters, news articles on local television, radio and newspaper outlet as well as other organic mediums. Although total impressions are down from 4.1 milllion impressions in 2017, we were able to capture a larger demographic audience because 3.8 million of those impressions were from one content activation piece from one company.
1,906,227
HER AT
IN TH
E
total impressions with the Gather in the GreenSeam campaign
6,214
website pageviews
30
businesses and organizations participated and/or advertised for their events during Gather in the GreenSeam
More Mankato
Visit Mankato collaborated with Greater Mankato Growth to launch virtual tours website, moremankato.com, was launched in November 2017 with a robust marketing plan supporting it to attract, recruit and retain prospective employees, tourists and residents. from outside Greater Mankato viewed moremankato.com 2+ or more times and spent more than 10 minutes on the website
Conventions 51
76
Leads sent
22
Bids sent
(up 38 %)
39
Booked events
(down 10%)
Conventions assisted
(down 73%)
$2.26M
Economic impact
(up 86%)
*Note: data reflects 2018 year-to-date data over 2017
(up 10%)
*Note: data reflects conventions in 2018
people attended our two largest conferences to date: Transportation Aliance & Towards Zero Deaths
Mankato also served as the host city for our respective colleagues from accross the state of Minnesota for the Explore Minnesota Tourism Conference.
Sports Commission 153
Leads sent/assists (up 143%)
50
34
Bids sent
Booked events
(up 56 %)
(up 21%)
*Note: data reflects 2018 year-to-date data over 2017
72
Events assisted (down 11%)
$17.2M
Economic impact (up 38%)
*Note: data reflects events in 2018
Purchased full ownership rights to the Mankato Marathon.
3,500 Participants
Hosted the 2018 MN Senior Games
mankato M I N N E S O TA
particpants competed in sporting events
$1.5M
Economic impact
Hosted the MS Bike Ride Across MN
21
participants