Scope: Task 1. Peer comparison of destination marketing efforts in other comparable metropolitan regions and counties across the country
1a. Analysis of comparable communities Identify comparable peer counties and regions and innovative strategies that are being used in destination marketing efforts. Comparatively assess strengths and weaknesses of other regions’ visitor economies, marketing efforts, models of interagency collaboration, and other relevant factors. Gather and develop case studies that may inform new strategies and partnerships across the county.
Deliverable: Memo
1b. Stakeholder interviews Interview leaders from other regions to obtain in-depth knowledge of how destination marketing efforts are coordinated in their area, who is involved, and what the impacts have been. Synthesize insights from interviews and case studies from comparable communities in a format that can be used for Hennepin County’s future reference.
Deliverable: Summary report of interview findings
1c. Comparative analysis Compare strategies, outcomes, and findings from other markets (Task 1a) with the strategies and outcomes of destination marketing in the MSP region. Identify key differences as well as what sets MSP apart from other markets from a tourism perspective.
Deliverable: Summary report of Task 1, including presentation format to engage stakeholders and gather stakeholder feedback.
Task 2. Identify gaps in destination marketing in the MSP region
2a. Identify gaps and opportunities to amplify regional destination marketing efforts Identify strengths and gaps/opportunities in destination marketing of the MSP region outside Minnesota. Develop scenarios that could increase economic impacts of tourism and visitor spending in Hennepin County and identify the potential impacts on equity and historically disadvantaged communities.
Deliverable: Summary report detailing key gaps and opportunities
2b. Explore and weigh potential opportunities Develop a rubric for assessing potential roles or activities that Hennepin County and/or partner agencies could consider in the destination marketing space. Working with HED staff, consider economic impacts, equity, cost-benefits, and alignment with strengths and priorities of Hennepin County as an agency.
Deliverable: Final report with rubric of options, and potential activities to fill gaps, and proposed next steps for implementation, provided in longer-form narrative report with data, tables, maps, etc, as appropriate, and an executive summary-level PowerPoint presentation.
Due Date: Thursday, April 10th, 2025 at 4:00 pm
Contact: Maria M. Conley Email: maria.conley@hennepin.us and: Frances Huntley Email: frances.huntley@hennepin.us
