Minnesota DMOs During COVID-19 Results of July 15-20, 2020 Survey

Overview

• Explore Minnesota surveyed Minnesota destination marketing organizations (i.e., DMOs) between July 15 and July 20, 2020.

• In total, 120 DMOs across the state were invited to take the survey.

• To avoid duplication of responses affecting the data, one person per DMO - typically the executive director, president or CEO - was asked to respond on behalf of their organization.

• Three invitations to participate were mailed with a total of 53 responses received; an overall 44% response rate.

Q1. What is your assessment of the level of your community's sales activity for each of the following since Memorial Day, compared with the same period last year?

0%

10%

20%

30%

40%

50%

60%

70%

No sales Down 50%-99% Down 26%-50%

Down 1%-25% Same as last year Higher than last year

Don't know / Not applicable

• Campgrounds and resorts have fared the best so far this summer. However, almost half of respondents did not have resorts in their community, or did not know about resort sales activity.

• Meetings & conventions and leisure group travel have seen the biggest sales decline since Memorial Day.

Sales by SegmentSince Memorial Day

Q1. What is your assessment of the level of your community's sales activity for each of the following since Memorial Day, compared with the same period last year?

No Sales

Down 51%-99%

Down 26%-50%

Down 1%-25%

Same as last year

Higher than last year

Don't know / Not applicable Total

Hotels/motels 0.00% 43.40% 26.42% 16.98% 7.55% 1.89% 3.77% 53

Resorts 4.08% 8.16% 12.24% 8.16% 10.20% 8.16% 48.98% 49

Campgrounds 0.00% 6.00% 16.00% 16.00% 16.00% 24.00% 22.00% 50

Attractions 7.84% 43.14% 25.49% 11.76% 3.92% 1.96% 5.88% 51

Restaurants & bars 0.00% 40.38% 34.62% 17.31% 3.85% 0.00% 3.85% 52

Retail 0.00% 28.85% 42.31% 19.23% 0.00% 1.92% 7.69% 52

Business travel 1.92% 65.38% 9.62% 5.77% 1.92% 0.00% 15.38% 52

Leisure travel 0.00% 36.54% 34.62% 9.62% 1.92% 11.54% 5.77% 52

Leisure group travel 26.92% 48.08% 5.77% 3.85% 1.92% 0.00% 13.46% 52

Meetings & conventions 30.77% 57.69% 3.85% 0.00% 0.00% 0.00% 7.69% 52

Q2. What do you expect will be the level of your community's sales activity for each of the following for the remainder of the summer season, compared with the same period last year?

0%

10%

20%

30%

40%

50%

60%

70%

No sales Down 50%-99% Down 26%-50%

Down 1%-25% Same as last year Higher than last year

Don't know / Not applicable

Sales by Segment, Remainder of Summer

• Similar to the first half of summer, expectations for the remainder of summer are that campgrounds and resorts will fare better than other industry segments. Again, almost half of respondents did not have resorts in their community, or did not know about resort sales activity.

• Meetings & conventions and leisure group travel are expected to continue with the biggest sales declines.

• Comparing responses for sales activity for the first half of summer with expectations for the second half shows that improvement is expected for each segment, even if by a small increment.

Q2. What do you expect will be the level of your community's sales activity for each of the following for the remainder of the summer season, compared with the same period last year?

• Text

• Text

• Text

No Sales

Down 51%-99%

Down 26%-50%

Down 1%-25%

Same as last year

Higher than last year

Don't know / Not applicable Total

Hotels/motels 0.00% 26.42% 30.19% 32.08% 7.55% 0.00% 3.77% 53

Resorts 4.00% 2.00% 6.00% 22.00% 10.00% 8.00% 48.00% 50

Campgrounds 0.00% 3.92% 13.73% 23.53% 15.69% 23.53% 19.61% 51

Attractions 1.92% 36.54% 28.85% 19.23% 3.85% 3.85% 5.77% 52

Restaurants & bars 0.00% 23.08% 50.00% 21.15% 1.92% 0.00% 3.85% 52

Retail 1.96% 13.73% 52.94% 23.53% 1.96% 0.00% 5.88% 51

Business travel 5.77% 57.69% 11.54% 9.62% 1.92% 0.00% 13.46% 52

Leisure travel 1.96% 27.45% 37.25% 17.65% 0.00% 11.76% 3.92% 51

Leisure group travel 23.08% 51.92% 7.69% 3.85% 1.92% 0.00% 11.54% 52

Meetings & conventions 26.92% 55.77% 5.77% 0.00% 0.00% 0.00% 11.54% 52

Q3. For this question, please consider spring and summer events that were scheduled to be held in your community this year, and that were intended to attract visitors from outside your area. What portion of those events that were scheduled to be held in your community have been cancelled or postponed?

1.89%7.55%

88.68%

1.89%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Responses

No scheduled events were cancelled or postponed Fewer than 10%

10%-25% 26%-50%

51%-75% 76%-100%

N/A - We had no events scheduled

Event cancellations and postponements

• Nine out of ten respondents (89%) experienced cancellations or postponements for at least 75% of their community’s 2020 spring and summer events.

Title• Text

• Txt

• Text No scheduled events were cancelled or postponed

Fewer than 10% 10%-25% 26%-

50% 51%-75% 76%-100%N/A - We had no events scheduled

Total

No Label 0.00% 1.89% 0.00% 0.00% 7.55% 88.68% 1.89% 53

Q3. For this question, please consider spring and summer events that were scheduled to be held in your community this year, and that were intended to attract visitors from outside your area. What portion of those events that were scheduled to be held in your community have been cancelled or postponed?

Q4. Pre-COVID, approximately what portion of your community's annual travel activity was driven by events?

1.92%

11.54%

59.62%

26.92%

0%

10%

20%

30%

40%

50%

60%

70%

Responses

Less than 10% 10%-25% 26%-50% More than 50%

Importance of Events to Communities

• More than eight out of ten respondents (86%) attribute at least a quarter of their community’s annual travel activity to events.

• Included in that group is 29% of respondents who attribute more than half of their community’s annual travel activity to events.

Title• Text

• Txt

• Text

Less than 10% 10%-25% 26%-50% More than 50% Total Weighted

Average

No Label 1.92% 11.54% 59.62% 26.92% 52 3.12

Q4. Pre-COVID, approximately what portion of your community's annual travel activity was driven by events?

Q5. How would you rate your community’s sentiments for welcoming tourists to your destination at this time, among …?

4.35%2.17%

41.30%

8.70%

32.61%

19.57%

13.04%

28.26%

8.70%

41.30%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Local residents Local businesses

1 Overall very negative 2 3 4 5 6 Overall very positive

Community Sentiments: Tourists

• Respondents perceive local businesses to have more positive sentiments for welcoming tourists, compared with sentiments of local residents.

Title• Text

• Txt

• Text

1 Overall very

negative2 3 4 5

6 Overall very

positiveTotal Weighted

Average

Local residents 0.00% 4.35% 41.30% 32.61% 13.04% 8.70% 46 3.8

Local businesses 0.00% 2.17% 8.70% 19.57% 28.26% 41.30% 46 4.98

Q5. How would you rate your community’s sentiments for welcoming tourists to your destination at this time, among …?

Q6. How would you rate your community’s sentiments about safety measures to avoid the spread of COVID-19, like wearing masks and maintaining social distance?

1.92%

11.54%

34.62%36.54%

11.54%

3.85%

0%

5%

10%

15%

20%

25%

30%

35%

40%

responses

1 Overall very negative 2 3 4 5 6 Overall very positive

Community Sentiments: Safety Guidance

• Respondents rated their communities’ sentiments about safety measures as lukewarm, with more than 70% of respondents providing slightly negative or slightly positive ratings.

Title• Text

• Txt

• Text

1 Overall very

negative2 3 4 5

6 Overall very

positiveTotal Weighted

Average

No label 1.92% 11.54% 34.62% 36.54% 11.54% 3.85% 52 3.56

Q6. How would you rate your community’s sentiments about safety measures to avoid the spread of COVID-19, like wearing masks and maintaining social distance?

Q7. Since the onset of COVID-19, how has your DMO’s budget been impacted for each of the following?

0%

10%

20%

30%

40%

50%

60%

Budget eliminated Decreased 50%-99% Decreased 26%-50%

Decreased 1%-25% No change (i.e., as planned) Increased

Don't know / Not applicable

Title• Text

• Text

• Text

COVID-19 impacts on DMO budgets

• Event management budgets have seen the greatest negative impacts during the pandemic, among the listed budget items.

• 17% of DMOs reporting increased social media budgets.

• No other budget item experienced increases for as many DMOs.

• Other budget items that were reported less significant impacts include organization staffing, public relations and partnerships/memberships.

Title• Text

• Text

• Text

Budget eliminated

Decreased 50%-99%

Decreased 26%-50%

Decreased 1%-25%

No change (i.e., as planned)

Increased Don't know / Not applicable Total

Organizational operations 3.85% 21.15% 40.38% 19.23% 7.69% 1.92% 5.77% 52

Organizational staffing 5.77% 11.54% 21.15% 23.08% 32.69% 0.00% 5.77% 52

Visitor centers/Visitor services

5.77% 15.38% 32.69% 15.38% 9.62% 0.00% 21.15% 52

Marketing & promotion 5.88% 33.33% 39.22% 7.84% 5.88% 3.92% 3.92% 51

Sales efforts 11.54% 23.08% 28.85% 13.46% 7.69% 1.92% 13.46% 52

Public relations 5.77% 11.54% 26.92% 21.15% 13.46% 11.54% 9.62% 52

Social media 3.85% 19.23% 19.23% 17.31% 19.23% 17.31% 3.85% 52

Event management 17.65% 47.06% 17.65% 1.96% 0.00% 0.00% 15.69% 51

Partnerships/membership 5.77% 15.38% 13.46% 26.92% 13.46% 1.92% 23.08% 52

Special projects (please explain in "comments")

7.89% 13.16% 7.89% 5.26% 2.63% 7.89% 55.26% 38

Q7. Since the onset of COVID-19, how has your DMO’s budget been impacted for each of the following?

Q8. How does the staffing level of your DMO this week compare with your staffing level for the same week a year ago for?

4.26% 4.17%6.38%

14.58%

23.40%

16.67%

21.28%

29.17%

44.68%

27.08%

8.33%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Number of working employees Total hours worked by all employees

No employees currently working Down 51%-99% Down 26%-50%

Down 1%-25% Same as last year Higher than last year

Title• Text

• Text

• Text

Staffing: Employees and total hours worked

• 45% report currently having the same number of working employees as they had a year ago.

• More than half or respondents have fewer employees -including one third (34%) with an employee decrease of at least 26%.

• The total number of hours worked by all employees is more evenly distributed across categories, and includes 8% of respondents reporting a higher number of hours worked this year.

Title• Text

• Txt

• Text

No employees currently working

Down 51%-99%

Down 26%-50%

Down 1%-25%

Same as last year

Higher than last year Total

Number of working employees

4.26% 6.38% 23.40% 21.28% 44.68% 0.00% 47

Total hours worked by all employees

4.17% 14.58% 16.67% 29.17% 27.08% 8.33% 48

Q8. How does the staffing level of your DMO this week compare with your staffing level for the same week a year ago for?

Q9. Please rank the priority of the following segments in your destination marketing recovery efforts, with 1 being the highest and 6 being the lowest.

0%

10%

20%

30%

40%

50%

60%

Festivals & events Attractions &entertainment

Leisure group -weddings,

reunions, grouptour

Sports/sportingevents

Meetings &conventions

Canadian

1 (highest priority) 2 3 4 5 6 (lowest priority) Weighted Average

Title• Text

• Text

• Text

Destination marketing recovery priorities

• Festivals & events and attractions & entertainment received the highest average priority ranking.

• Canadian marketing received the lowest average priority ranking.

• Meetings & conventions also received a relatively low overall priority ranking.

Title• Text

• Text

• Text

1 (highest priority) 2 3 4 5 6 (lowest

priority) Total Weighted Average

Meetings & conventions 6.67% 11.11% 17.78% 15.56% 31.11% 17.78% 45 4.07

Sports/sporting events 13.64% 25.00% 13.64% 29.55% 13.64% 4.55% 44 3.18

Leisure group -weddings, reunions, group tour

10.87% 19.57% 36.96% 21.74% 6.52% 4.35% 46 3.07

Festivals & events 31.11% 26.67% 13.33% 8.89% 20.00% 0.00% 45 2.6

Canadian 10.64% 4.26% 8.51% 8.51% 12.77% 55.32% 47 4.74

Attractions & entertainment 34.15% 24.39% 12.20% 14.63% 4.88% 9.76% 41 2.61

Q9. Please rank the priority of the following segments in your destination marketing recovery efforts, with 1 being the highest and 6 being the lowest.

Q10. Has your destination developed a specific campaign around traveler safety and local operational protocols addressing COVID-19 concerns?

50.00% 50.00%

0%

10%

20%

30%

40%

50%

60%

Yes No

Yes No

Title• Text

• Text

• Text

Traveler safety campaigns

• Half of respondents report having a specific campaign addressing traveler safety and local COVID-19 operational protocols.

Title• Text

• Txt

• TextResponses Total

Yes 50.00% 26

No 50.00% 26

Q10. Has your destination developed a specific campaign around traveler safety and local operational protocols addressing COVID-19 concerns?

Q11. Explore Minnesota has been asked to prepare our legislative budget request for the 2022-2023 biennium. To help guide our effort, please rate the importance of each of the following programs for increased Explore Minnesota investment:

0%

10%

20%

30%

40%

50%

60%

70%

1 Not at all important 2 3 4 5 6 Extremely important Weighted Average

Title• Text

• Text

• Text

EMT programs:Priorities for legislative budget request

• Respondents considered marketing grant program to have the highest average importance rating.

• Co-op marketing had the second highest average rating.

• These programs were followed by brand marketing and partnership marketing, which received similar average ratings.

• International marketing received the lowest average importance ratings, though there was a considerable difference between overseas (with the lowest average rating by a sizable margin) and Canadian marketing.

Title• Text

• Text

• Text

1 Not at all important 2 3 4 5 6 Extremely

important Total Weighted Average

Brand marketing (overall visibility) 0.00% 4.08% 12.24% 22.45% 26.53% 34.69% 49 4.76

Co-op marketing 2.00% 4.00% 4.00% 18.00% 30.00% 42.00% 50 4.96

New events grant program 8.00% 14.00% 22.00% 22.00% 12.00% 22.00% 50 3.82

Marketing grant program 4.00% 0.00% 8.00% 6.00% 20.00% 62.00% 50 5.24

Canadian marketing 26.00% 14.00% 26.00% 20.00% 10.00% 4.00% 50 2.86

Overseas international marketing

46.00% 22.00% 18.00% 10.00% 2.00% 2.00% 50 2.06

Partnership marketing 6.00% 2.00% 10.00% 14.00% 30.00% 38.00% 50 4.74

Public relations/PR 2.00% 10.00% 10.00% 20.00% 38.00% 20.00% 50 4.42

Research 6.00% 26.00% 24.00% 26.00% 12.00% 6.00% 50 3.3

Technology 6.12% 14.29% 30.61% 22.45% 22.45% 4.08% 49 3.53Welcome centers/Visitor services

4.00% 6.00% 12.00% 30.00% 28.00% 20.00% 50 4.32

Q11. Explore Minnesota has been asked to prepare our legislative budget request for the 2022-2023 biennium. To help guide our effort, please rate the importance of each of the following programs for increased Explore Minnesota investment:

Q12. In what Tourism Region are you located?

20.00%

26.00%

16.00%

28.00%

10.00%

0%

5%

10%

15%

20%

25%

30%

Northeast Central Northwest Southern Metro

Title• Text

• Text

• Text

Geographic distribution of survey respondents

• Three regions were represented by at least 20% of survey respondents

• The metro region was represented by only 10% of respondents, or 5 of the 50 who replied to this question.

Title• Text

• Txt

• TextResponses Total

Northeast 20.00% 10

Central 26.00% 13

Northwest 16.00% 8

Southern 28.00% 14

Metro 10.00% 5

Q12. In what Tourism Region are you located?

THANK YOU