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HomeMy WebLinkAbout03 17 2014 EDA Report 7B Attach1Southwest Entertainment Corridor Overview February 28, 2014 Goal Bring together key entertainment businesses in the southwest metro area to create a unified voice and identity to drive visitors to and create economic opportunity for the area. Vision Establish a brand for the southwest metro area entertainment corridor, anchored by entertainment powerhouses Mystic Lake Casino Hotel, Canterbury Park, Valleyfair, and the Renaissance Festival. Opportunity The southwest metro area has arguably the highest concentration of entertainment destinations in the state. Each entity is well-known individually, but a greater opportunity exists to market the area collectively. When an area is defined for its unique, collective assets, many supporting businesses and local region. Comparable examples include the North Shore, Brainerd Lakes Area, Uptown, and the Wisconsin Dells. Partners Mystic Lake Casino Hotel, Canterbury Park, Valleyfair, and the Renaissance Festival will be the initial primary partners. Additional nearby entertainment destinations could be added at a later date. It will also be critical to engage Prior Lake and Shakopee elected officials and staff in developing the brand to ensure that the brand fits their communities. Their direction and approval will be critical not only in the launch phase but also in continued joint marketing efforts. Tactics Phase 1 (March-May 2014) Brand development : We would develop a name and visual identity for the entertainment corridor to help market the area. Key messages : We would draft key messages that would build a narrative about the area as one of the premier entertainment destinations in the state. We would point to economic statistics, popular entertainment opportunities, and other messages that help differentiate the corridor from other entertainment destinations. Earned media : To create excitement leading up to the launch, we would pitch a story to local media about the creation of the corridor. Before we pitch the story, we should have the launch date finalized. Southwest Entertainment Corridor Page 2 2014 planning : We would develop a plan for marketing efforts during the summer of 2014. We realize that marketing budgets have already been determined, so there will likely not be opportunities to launch major marketing efforts this year. However, there marketing efforts or to donate a small percentage of each par This would help increase awareness of the corridor during the busy summer season. Regular strategy meetings : It is critical that we meet on a regular perhaps biweekly basis to ensure that our efforts continue to stay on track for a launch in late May. Launch-Summer 2014 Website information about the corridor. This microsite would serve as a placeholder for a more robust website in the future. In addition, the partners could provide information about the corridor on their websites with a link to the microsite. Media relations launch : When all participants deem appropriate, we would announce the corridor and joint marketing efforts to the media across the state. We would Shakopee and Prior Lake elected officials. Joint marketing efforts : We would help implement any joint marketing efforts, such as advertising, that are determined during the pre-launch 2014 planning process. Regular strategy meetings : We would continue to have regular strategy meetings and/or conference calls to share information and set strategy for joint marketing efforts. Phase 2 (Fall 2014-Summer 2015) Joint marketing efforts : Prior to developing budgets and marketing schedules for the 2015 season, we recommend facilitating conversations about joint marketing efforts for the corridor. Website : We would create a more robust website as a go-to source for information about events and major amenities in the corridor. Social media : We would create Facebook and Twitter accounts for the corridor to share information and interact with potential visitors, media outlets, and other key audiences. Media relations : We would develop a media relations plan to determine the best ways to generate regular media attention for the corridor. Strategy meetings : We would continue to have regular strategy meetings and/or conference calls to share information and set strategy for joint marketing efforts. Southwest Entertainment Corridor Page 3 Timeline It would be ideal to launch the brand before Memorial Day weekend, the unofficial start of the summer season. However, establishing a quality brand and consensus among the partners is more important than meeting this deadline, so we could delay the launch if necessary. Assuming a launch the week of May 19, we would follow the timeline outlined below. March Week of March 10: Strategy session with partners and Prior Lake and Shakopee representatives to brainstorm the corridor name and gather information for key messages (strategy sessions would continue on a biweekly basis) Write key messages Finalize branding April Finalize key messages Pitch local newspapers Begin creating website Biweekly strategy sessions May Finalize website Media activities around launch Biweekly strategy sessions Budget We believe that moving this forward quickly and successfully will require consultants who have relations firm, Goff Public, to help brand and launch the corridor. To complete phase 1 and launch activities, we estimate a budget of $60,000, which would (Phase 2 activities are not included in this budget.) Next steps Partners agreed in the February 18 meeting to consider their budgets and available resources to determine a reasonable level of commitment toward the expense. To remain on schedule for a launch before Memorial Day weekend, funding commitments from partners is needed by March 10.