Discover St. Louis Park also plans to market Golden Valley
Discover St. Louis Park is preparing to help visitors explore the destinations of Golden Valley.
A master marketing agreement St. Louis Park approved in August will formally direct the city’s convention and visitors bureau to also market neighboring Golden Valley.
In return for the assistance, Golden Valley has agreed to implement a lodging tax as part of the one-year agreement. St. Louis Park already collects a 3 percent lodging tax at five hotels to fund the convention and visitors bureau. The agreement calls on Golden Valley to adopt its own lodging tax within six months.
Rick Birno, Golden Valley’s parks and recreation director, said his city would conduct a public hearing on a 3 percent lodging tax Sept. 6, after this edition went to press. The tax would apply to Golden Valley’s two hotels, a Holiday Inn Express and the newly remodeled and expanded Ramada Minneapolis Golden Valley hotel, which previously operated as a Super 8.
Discover St. Louis Park’s lodging tax base is already expanding with the addition of an AC Hotel by Marriott near The Shops at West End and a Courtyard by Marriott near the existing Minneapolis Marriott West Hotel. However, the organization no longer collects a lodging tax from the Valu Stay Inn, which is slated for development.
The Golden Valley lodging tax would provide about 21 percent of Discover St. Louis Park’s overall budget, said Becky Bakken, Discover St. Louis Park president and CEO.
The St. Louis Park City Council discussed Golden Valley’s interest in forming a relationship with Discover St. Louis Park in January, according to a St. Louis Park city staff report.
St. Louis Park council members expressed concern that Discover St. Louis Park could lose its identity through such a relationship, but, in the end, expressed cautious interest and decided to move forward with exploring a partnership.
The Golden Valley City Council agreed to the partnership in early 2016, Birno said. Since then, staff with the two cities and the Discover St. Louis Park board have sought to ensure the leaders of all three entities were comfortable with the terms of the marketing agreement.
Golden Valley officials have sought for an avenue to celebrate and market the city and its community assets, Birno said. Given Golden Valley’s relatively small size, they saw an opportunity to build on the assets available in St. Louis Park, Birno said.
“As opposed to trying to reinvent the wheel and trying to create our own marketing entity, we thought combining resources with the city of St. Louis Park was the way to go,” Birno said. “We’re thrilled they’re willing to take us on as a partner and can’t wait to see what will happen in the future with Discover St. Louis Park marketing both entities.”
Golden Valley staff members and elected officials believe Discover St. Louis Park has done a wonderful job marketing the restaurants, parks and recreational amenities in St. Louis Park, Birno said.
“We believe they can do just as good a job for us, which will really enhance our opportunities to bring visitors to Golden Valley,” Birno said.
Discover St. Louis Park will retain its name.
Of conversations with St. Louis Park council members on the name, Bakken said, “There’s a lot of pride in what’s been accomplished with Discover St. Louis Park, so I think that was a real concern that we maintain our identity.”
In Golden Valley, Birno said, “Our mayor and city council were very comfortable with that on the understanding we only have two hotels providing a lodging tax and we’re a much smaller entity.”
With a nod to Discover St. Louis Park’s slogan, Birno noted that Golden Valley is “comfortably close” to St. Louis Park.
“It just made sense that we would be worked into their publications and marketing opportunities as opposed to creating our own,” he said.
Discover St. Louis Park will market Golden Valley’s hotels as well as amenities like the Metropolitan Ballroom and Clubroom, Brookview Golf Course and a new Brookview Community Center set to open next year, according to Bakken. Golden Valley’s athletic fields will allow Discover St. Louis Park to market more space for youth sports, she added. Birno also noted that Golden Valley is home to a large section of Theodore Wirth Park, which is also in Minneapolis and is home to The Loppet Foundation.
“Although it’s a small town, we have a lot of impact, so we’re excited about this,” Birno said.
Golden Valley is scheduled to finalize the lodging tax Tuesday, Sept. 20, Bakken said. Collection of the tax would begin in January. Golden Valley would keep 5 percent of the tax for administrative services and other costs and the remaining 95 percent would go to Discover St. Louis Park.
Bakken noted that Golden Valley officials approached Discover St. Louis Park with the suggestion of forming a partnership.
“They were seeing the excitement and enthusiasm and things going on in St. Louis Park and were looking for a way to partner in a way that would take advantage of those same services that we provide,” Bakken said. “Everything about our marketing and branding will stay the same.”
When Discover St. Louis Park began in 2011, some people in the city wondered whether it would succeed, according to St. Louis Park Councilmember Anne Mavity.
“We thought sleepy little St. Louis Park – can we really have a visitors’ bureau? And it has been such a smashing success,” Mavity said. “I can understand why folks want to be a part of this success.”
Last June, hotels in the city had their best month since the organization began, St. Louis Park City Manager Tom Harmening said during an Aug. 15 St. Louis Park City Council meeting.
“That says a lot,” Harmening said.
Discover St. Louis Park has been so successful that the city’s hotels sometimes reach their capacities, St. Louis Park Mayor Jake Spano said.
As a result, Discover St. Louis Park has sent some business to neighboring cities already, but the agreement will codify the relationship with Golden Valley, Spano said.
The agreement allows Golden Valley to appoint a non-voting representative to the Discover St. Louis Park board.
The convention and visitors bureau’s St. Louis Park branding has been a component of its success, Mavity said.
“If we can sort of help each other out in the communities, we can have a more expansive portfolio and book their rooms as well and keep their economy vital as well,” Mavity said. “That’s great, but I do want to say one of the keys to success has been this tight community identity.”
The one-year length of the agreement will provide “an easy out for both parties” if desired, Bakken said.
“It will absolutely be an ongoing conversation with for sure the city of St. Louis Park and also the city of Golden Valley where the successes and hiccups will be shared, and on a yearly basis cities will have an opportunity to evaluate,” Bakken said.
Spano said, “I think this is a winning solution for both of us.”
Similarly, Bakken said, “This just really feels right. It makes sense.”
Birno said, “We are very appreciative of the Discover St. Louis Park team and board supporting this as well as the city of St. Louis Park.”
Contact Seth Rowe at seth.rowe@ecm-inc.com
Reported by: MNsun.com
A master marketing agreement St. Louis Park approved in August will formally direct the city’s convention and visitors bureau to also market neighboring Golden Valley.
In return for the assistance, Golden Valley has agreed to implement a lodging tax as part of the one-year agreement. St. Louis Park already collects a 3 percent lodging tax at five hotels to fund the convention and visitors bureau. The agreement calls on Golden Valley to adopt its own lodging tax within six months.
Rick Birno, Golden Valley’s parks and recreation director, said his city would conduct a public hearing on a 3 percent lodging tax Sept. 6, after this edition went to press. The tax would apply to Golden Valley’s two hotels, a Holiday Inn Express and the newly remodeled and expanded Ramada Minneapolis Golden Valley hotel, which previously operated as a Super 8.
Discover St. Louis Park’s lodging tax base is already expanding with the addition of an AC Hotel by Marriott near The Shops at West End and a Courtyard by Marriott near the existing Minneapolis Marriott West Hotel. However, the organization no longer collects a lodging tax from the Valu Stay Inn, which is slated for development.
The Golden Valley lodging tax would provide about 21 percent of Discover St. Louis Park’s overall budget, said Becky Bakken, Discover St. Louis Park president and CEO.
The St. Louis Park City Council discussed Golden Valley’s interest in forming a relationship with Discover St. Louis Park in January, according to a St. Louis Park city staff report.
St. Louis Park council members expressed concern that Discover St. Louis Park could lose its identity through such a relationship, but, in the end, expressed cautious interest and decided to move forward with exploring a partnership.
The Golden Valley City Council agreed to the partnership in early 2016, Birno said. Since then, staff with the two cities and the Discover St. Louis Park board have sought to ensure the leaders of all three entities were comfortable with the terms of the marketing agreement.
Golden Valley officials have sought for an avenue to celebrate and market the city and its community assets, Birno said. Given Golden Valley’s relatively small size, they saw an opportunity to build on the assets available in St. Louis Park, Birno said.
“As opposed to trying to reinvent the wheel and trying to create our own marketing entity, we thought combining resources with the city of St. Louis Park was the way to go,” Birno said. “We’re thrilled they’re willing to take us on as a partner and can’t wait to see what will happen in the future with Discover St. Louis Park marketing both entities.”
Golden Valley staff members and elected officials believe Discover St. Louis Park has done a wonderful job marketing the restaurants, parks and recreational amenities in St. Louis Park, Birno said.
“We believe they can do just as good a job for us, which will really enhance our opportunities to bring visitors to Golden Valley,” Birno said.
Discover St. Louis Park will retain its name.
Of conversations with St. Louis Park council members on the name, Bakken said, “There’s a lot of pride in what’s been accomplished with Discover St. Louis Park, so I think that was a real concern that we maintain our identity.”
In Golden Valley, Birno said, “Our mayor and city council were very comfortable with that on the understanding we only have two hotels providing a lodging tax and we’re a much smaller entity.”
With a nod to Discover St. Louis Park’s slogan, Birno noted that Golden Valley is “comfortably close” to St. Louis Park.
“It just made sense that we would be worked into their publications and marketing opportunities as opposed to creating our own,” he said.
Discover St. Louis Park will market Golden Valley’s hotels as well as amenities like the Metropolitan Ballroom and Clubroom, Brookview Golf Course and a new Brookview Community Center set to open next year, according to Bakken. Golden Valley’s athletic fields will allow Discover St. Louis Park to market more space for youth sports, she added. Birno also noted that Golden Valley is home to a large section of Theodore Wirth Park, which is also in Minneapolis and is home to The Loppet Foundation.
“Although it’s a small town, we have a lot of impact, so we’re excited about this,” Birno said.
Golden Valley is scheduled to finalize the lodging tax Tuesday, Sept. 20, Bakken said. Collection of the tax would begin in January. Golden Valley would keep 5 percent of the tax for administrative services and other costs and the remaining 95 percent would go to Discover St. Louis Park.
Bakken noted that Golden Valley officials approached Discover St. Louis Park with the suggestion of forming a partnership.
“They were seeing the excitement and enthusiasm and things going on in St. Louis Park and were looking for a way to partner in a way that would take advantage of those same services that we provide,” Bakken said. “Everything about our marketing and branding will stay the same.”
When Discover St. Louis Park began in 2011, some people in the city wondered whether it would succeed, according to St. Louis Park Councilmember Anne Mavity.
“We thought sleepy little St. Louis Park – can we really have a visitors’ bureau? And it has been such a smashing success,” Mavity said. “I can understand why folks want to be a part of this success.”
Last June, hotels in the city had their best month since the organization began, St. Louis Park City Manager Tom Harmening said during an Aug. 15 St. Louis Park City Council meeting.
“That says a lot,” Harmening said.
Discover St. Louis Park has been so successful that the city’s hotels sometimes reach their capacities, St. Louis Park Mayor Jake Spano said.
As a result, Discover St. Louis Park has sent some business to neighboring cities already, but the agreement will codify the relationship with Golden Valley, Spano said.
The agreement allows Golden Valley to appoint a non-voting representative to the Discover St. Louis Park board.
The convention and visitors bureau’s St. Louis Park branding has been a component of its success, Mavity said.
“If we can sort of help each other out in the communities, we can have a more expansive portfolio and book their rooms as well and keep their economy vital as well,” Mavity said. “That’s great, but I do want to say one of the keys to success has been this tight community identity.”
The one-year length of the agreement will provide “an easy out for both parties” if desired, Bakken said.
“It will absolutely be an ongoing conversation with for sure the city of St. Louis Park and also the city of Golden Valley where the successes and hiccups will be shared, and on a yearly basis cities will have an opportunity to evaluate,” Bakken said.
Spano said, “I think this is a winning solution for both of us.”
Similarly, Bakken said, “This just really feels right. It makes sense.”
Birno said, “We are very appreciative of the Discover St. Louis Park team and board supporting this as well as the city of St. Louis Park.”
Contact Seth Rowe at seth.rowe@ecm-inc.com
Reported by: MNsun.com
