HomeMy WebLinkAbout03 28 2016 RiverSouth PresentationCity of Prior Lake
March 28, 2016
Circa: 1995
What is RiverSouth?
What is RiverSouth?
Destination Marketing
Partnership
•Mystic Lake Casino
•Canterbury Park
•Valleyfair
•Renaissance Festival
•City of Prior Lake
•City of Shakopee
•Shakopee
Mdewakanton Sioux
Community
The brand is a way to describe the geographic region in Scott
County that includes some of the biggest and best
entertainment attractions in Minnesota.
What is RiverSouth?
Combined these attractions entertain more than
10 million visitors annually.
What is RiverSouth?
Origins of RiverSouth
Born out of collaboration with:
Origins of RiverSouth
Spurred by the success of the 2012 joint
marketing agreement between the
SMSC and Canterbury Park
Proximity of venues has facilitated
collaboration on various initiatives
Four organizations share goals of
wanting the region to thrive and attract
visitors and quality employees
RiverSouth is a natural outgrowth of
these collaborations
RiverSouth Brand Pillars
Engages multiple generations
Fun, active attractions
Conveniently located in the
southwest Twin Cities
Best-in-class entertainment
RiverSouth Objectives
•Build greater awareness that results
in business growth for the region’s
strong entertainment/fun industry.
•Attract visitors, employees, residents,
and entertainment focused economic
development to the area.
•Encourage longer visits to multiple
destinations in the region.
Targeted
Advertising
Dynamic Website
riversouthmn.com
Target Audiences
Primary Audience
•Regional traveler
Secondary Audience
•Metro residents
2016 Strategic Priorities
Overarching Goal:
On-going Brand Awareness
2016 Strategic Priorities
•Expand website capabilities to allow for packaging/
bundling booking options for guests
•Multi-channel advertising campaign in new regional
target markets in greater Minnesota and neighboring
states
•Extend RiverSouth regional reach through
collaborative marketing efforts with tourism partners
2016 Strategic Priorities
•Develop a Community Relations campaign that
maintains a local presence and builds brand
ambassadors
•Increase public relations efforts
•Be opportunistic
2016
Opportunity:
Ryder Cup at
Hazeltine
National
Golf Club
Great Golf
Experiences
in RiverSouth
2016 Opportunity:
Ryder Cup at Hazeltine National Golf Club
Official Park and Ride lot for Ryder Cup
Collaboration
April 2, 2016
Canterbury Park Expo Center
Collaboration
Mystic Lake and Renaissance
Shuttle partnership
Business Partner for Entertainment and Tourism
Management Program, Fall 2016
Collaboration
Collaboration
Collaboration
September 2016 –August 2018
History of Fun in Scott County
Tourism Impact
Travel & Tourism in Minnesota generates
Sales:
•$13.6 billion in annual gross sales
•More than $37 million a day
Jobs:
•254,000 full and part-time jobs
•11% of total private sector employment
•Almost $4.5 billion in wages
Revenue:
•$840 million state sales tax
•17% of state sales tax revenue
Tourism Impact
Travel & Tourism impact in Scott County
Sales:
•$354,000,000 in gross sales
Jobs:
•6,000 in private sector employment
Revenue:
•$19.8 million state sales tax
Published information by Explore Minnesota Tourism and provided by
Minnesota Department of Revenue and DEED (2014).
Leisure and hospitality industry consists of
accommodations, food services & drinking places and arts,
entertainment and recreation.
RiverSouth Longevity
•Renaissance Festival celebrated its 45th year in 2015
•Valleyfair will celebrate its 40th Anniversary in 2016
•Mystic Lake Casino opened in 1992 and major expansion plans are
under way
•Canterbury Park, under current ownership, re-opened in 1995 and last
year opened a new Expo Center
Thank you!
Bill Von Bank
bill@riversouthmn.com