chisago lakes area: tourism assessment program case study 2008-2011
DESCRIPTION
The tourism industry in Chisago County’s city of Lindstrom was assessed using the University of Minnesota Tourism Center’s Tourism Assessment Program. Strengths, weaknesses, opportunities, and threats to the city’s tourism were identified and used to inform actions to strengthen the industry in Lindstrom.TRANSCRIPT
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Chisago Lakes AreaTourism Assessment Program
Case Study 2008-2011
Liz TemplinExtension Professor
University of Minnesota Extension
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Lindstrom•Settled in 1853•Similar to Sweden•Population 4,442•Minneapolis: 35 mi
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Vilmelm Moberg LindstromCollected storiesRequired reading for all children in Sweden
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Lindstrom Tourism
•Swedish Tour Buses•Hazelden families
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Welcome to your source forMinnesota tourism education and research!
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University of Minnesota Extension• Founded as “Agricultural
Extension Service”• “Extend U research”• Community Economics:
– Retail Analysis and Development– Business Retention and
Expansion– Public Finance– E-Commerce– Tourism (tourism.umn.edu)
• Festival and Event Management• Customer Service• Tourism Assessment Program
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Toolkit for communitiesAvailable on Amazon.com
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Tourism Assessment ProgramBenefits
• Is tourism right for us? • What tourism trends are impacting us? • What are our tourism strengths and
weaknesses? • What are our tourism markets? • What are our tourism business opportunities?
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Research Steps
1. Review existing data on the community
2. Community Visit– Community compiles list of
attractions– A tour of the city and area– Visits to sites and attractions– Casual conversations – A community forum: values,
strengths, weaknesses, opportunities and threats
3. Report with Recommendations
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Lindstrom Findings• Strengths:– Water/lakes– Swedish heritage
• Weaknesses:– Lack of hospitality facilities (lodging)– Lack of community cohesiveness
• Opportunities – Being a Swedish tour destination – Day trips from Minneapolis – St Paul
• Threats– Lack of community cooperation– Traffic congestion
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Tourism Reality• Reality: Lindstrom currently
hosts tourists– friends and family of residents– Swedish visitors wanting to
see Moberg sites – Hazelden– to people passing on their way
to other locations.
• Challenge: How to manage the visitor experience to the benefit of residents and business owners.
• Results!
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Key Actions & Success Since 2008
1. Increased Community Cooperation2. Enhanced Marketing3. Expanded Attractions4. Preserving Lake Quality5. Expanding Lodging
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1. Increased Community Cooperation
• Tourism committee:– Business leaders– City staff
• Chamber of Commerce:– Weekly email on upcoming group tours– Businesses obtained email addresses
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City Efforts to Work with Businesses
•Weekly email updates •Business Breakfast •Market during road construction
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2012 Road Construction:Saw financial impact of tourism!
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New marketing realities
Many businesses believed a telephone was all they needed
Learning: If you’re not on the internet, customers can’t find you
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Lindstrom On-Line Presence
No Website: 13%
WebsiteNo Website
Incorrect Google Places: 11%
Google Places Correct
Google Places In-correct
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Missing Social Media
94% Not on Yelp (iPhone search) 96% not on Facebook
Yelp ClaimedYelp Not ClaimedYelp Not Listed
On FacebookNot on Facebook
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Multi-Community Cooperation
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2. Enhanced Marketing
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3. Expand Attractions
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4. Preserving the lake’s water quality
• Failing septic systems resulted in annexation to city
• Added rain garden
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5. Expand Lodging Options
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Challenges
• Funding for staff to do tourism marketing• Business use of the internet