HomeMy WebLinkAbout07-28-2020 CGCVB Meeting
Cottage Grove Convention and Visitors
Bureau Meeting
AGENDA
July 28, 2020, 7:30 A.M.
VIRTUAL MEETING
(https://cottagegrovemn.zoom.us/j/97035603755)
1.Call to Order
2.Roll Call
3.Approval of Minutes
3.1 Meeting Minutes CGCVB 2020-06-23
4.Business Items
4.1 SWOT Analysis Discussion
4.2 Market Segments Discussion
4.3 Branding Presentation – That’s My Idea Marketing!
5.Other Business
5.1 CGCVB Comments
5.2 Response to Previous CGCVBComments
a.Miles of Trails in the City of Cottage Grove
6.Adjournment
The next Cottage Grove Convention and Visitors Bureau Meeting will be held on Tuesday, August 25 at 7:30 AM
COTTAGE GROVE
C ONVENTION AND V ISITORS B UREAU
MINUTES
June 23, 2020
A meeting of the Cottage Grove Convention and Visitors Bureau was virtually held via Zoom at
https://cottagegrovemn.zoom.us/j/97476699454 on the 23rd day of June at 7:30 a.m.
CALL TO ORDER
The meeting was called to order at 7:30 a.m. by Chairman Steve Dennis
ROLL CALL
Members Present: Steve Dennis, Chair
Laurie Levine, Director
Justin Olsen, Vice Chair
Anthony Untiedt, Director (Treasurer)
Matt Wolf, Director (Secretary)
Members Absent: Renee Bade, Director
Jason Fleig, Director
Staff Present: Christine Costello, Economic Development Director
Scott Seroka, Communications Manager
Molly Pietruszewski, Recreation Services Manager
Jordan Hirman, Recreation Facilities Manager
Chris Hetland, Management Assistant
Others Present:
APPROVAL OF MINUTES
3.1 Approval of Meeting Minutes CGCVB 2020-05-26
Approval of the May 26, 2020 Cottage Grove Convention and Visitors Bureau Meeting Minutes.
A motion was made by Vice Chair Olsen to accept the May 26, 2020 Cottage Grove
Convention and Visitors Bureau Meeting Minutes. The motion was seconded by Director
Levine. The motion passed 4-to-0.
Director Untiedt joined the meeting.
BUSINESS ITEMS
4.1 Mission Statement, Strategic Objectives, and Goals
Director Wolf presented on the Mission Statement, Strategic Objectives, and Goals in the
Cottage Grove Convention and Visitors Bureau Marketing Plan.
Vice Chair Olsen asked how the strategic objectives listed in the marketing plan were created
and how they differ from the mission statement. Director Wolf stated that the Mission Statement
City of Cottage Grove Convention and Visitors Bureau
June 23, 2020
Page 2 of 3
is a one sentence marketing of the organization, while the strategic objectives are meant to
further break down the mission statement into what the organization is working to accomplish.
Director Olsen stated that the Mission Statement does call out sporting events whereas the
Strategic Objectives does not. Director Olsen requested that sporting events be added to the
strategic objectives.
Director Untiedt stated it was interested in seeing the SWOT analysis for the organization and
asked when it would be ready for presentation. Director Wolf stated the SWOT analysis would
be prepared and presented at the next Convention and Visitors Bureau meeting.
Chairman Dennis stated that he agreed with Vice Chair Olsen about the recreation or sporting
events being added to the strategic objectives specifically as it relates to River Oaks. Chairman
Dennis also asked that the communities parks and trail systems be incorporated into the
strategic objectives. Director Wolf stated that he would incorporate the requested changes into
the Marketing Plan.
4.2 2020 Final Budget & 2021 Draft Budget Discussion
Director Wolf presented the final budget for 2020 and the preliminary proposed budget for 2021.
prior to COVID-19. Director Wolf stated that average occupancy rate for the southeast metro was
62% with Cottage Grove having a range of 55%-65% depending on time of year.
Director Levine inquired what was the total miles of bike paths that we have in Cottage Grove.
Director Wolf stated he did not have that information in front of him but would get the answer for
Director Levine.
Director Untiedt inquired about the 3% sales tax that was added to lodging facilities as a result of
establishing the Convention and Visitors Bureau and asked what were surrounding facilities
setting their rates. Director Wolf stated that all the surrounding communities in the area and the
communities that established lodging tax are all set at 3%. Director Wolf stated there are a few
communities such as Bloomington that have gotten special legislation to expand that tax.
Chairman Dennis asked if the City of Cottage Grove did a survey of surrounding communities and
where Cottage Grove compared. Director Wolf stated that yes, a survey was taken of surrounding
communities and that Cottage Grove had the same 3% rate as Stillwater, Hastings, Woodbury,
Inver Grove Heights, and St. Paul.
A motion was made by Vice Chair Olsen to approve the final draft of the Cottage Grove
Convention and Visitors Bureau for 2020. The motion was seconded by Director Levine.
The motion passed 5-to-0.
PUBLIC HEARINGS
5.1 None
OTHER BUSINESS
6.1 CGCVB Calendar
Currently no events are scheduled due to the on-going COVID-19 pandemic.
City of Cottage Grove Convention and Visitors Bureau
June 23, 2020
Page 3 of 3
6.2 CGCVB Comments
None
6.3 Response to Previous EDA Comments
None
AJOURN
Vice Chair Olsen made a motion to adjourn. Motion was seconded by Director Untiedt. The
meeting adjourned at 8:08 a.m. (5-to-0 vote)
Respectfully Submitted,
Matt Wolf
Secretary Cottage Grove Convention and Visitors Bureau
TO: Board of Directors, Cottage Grove Convention and Visitors Bureau
FROM: Matt Wolf, Economic Development Coordinator
DATE: July 23, 2020
RE: SWOT Analysis Discussion
Background
As part of the development of the CGCVB, a draft marketing plan was developed. The CGCVB
Board of Directors began review of the marketing plan at their June Board meeting and will
continue review of the drafting the marketing plan. The section of the plan to be reviewed by the
Board of Directors will be the SWOT analysis which begins on page 5 of the draft marketing
plan, which is attached as part of the meeting packet.
Discussion
A SWOT analysis is a strategic planning technique used to help an organization identify the
strengths, weaknesses, opportunities and threats related to its competition or project planning.
The purpose of the SWOT analysis within the marketing plan is meant help with decision-
making processes for defining strategic marketing segments, initiatives and other goals.
Strengths:
Location along Highway 61
More land adjacent to the Mississippi River than any other city in Minnesota
Regional Parks - Cottage Grove Ravine Regional Park, St. Croix Bluffs Regional Park
and Lake Elmo Park Reserve
17 miles from St. Paul
25 minutes from Mall of America
Historical Wedding and Event Venues
Proximity to Afton Alps Ski Hill & Afton State Park
Proximity to Treasure Island Casino
Large well-maintained athletic complexes capable of housing tournaments & events
Proximity to MSP International Airport
Weaknesses:
Lack of a main street or downtown compared to surrounding communities
Only 1 major hotel and 1 budget hotel
Spread out shopping areas
Few restaurants
No mass transits
Lack of access to Mississippi River
Low daytime population
Board of Directors, Cottage Grove Convention and Visitors Bureau
July 23, 2020
Page 2 of 2
Opportunities:
Historical venues for events by private businesses, clubs or organizations
Historical venues for destination weddings and events
Grey Cloud Island & Grey Cloud Dunes SNA Site
Sporting events
Cottage Grove Ravine Regional Park, St. Croix Bluffs Regional Park, and Lake Elmo
Reserve Park
Opportunities to involve the community and build cohesiveness
North Star Snowmobile Trail Starting Point
Users and Campers from Afton Ski Hill and Afton State Park
Threats:
Lack of downtown district or main street
Lack of restaurants
Lack of diverse shopping
Lack of hotel rooms
Lack of attractions for long or short term stay vacations
Decrease in volunteers to host large athletic events
Attachments:
SWOT Analysis - Marketing Plan Draft
Target Markets
Cottage Grove has a unique position of being located on the Mississippi River, just north of the
confluence with the St. Croix River. Cottage Grove is also located near the Minnesota Great River Road
Tour, which puts the community in a great position to capture many tourists and motorcycle enthusiasts
who take this scenic drive which runs from Canada to the Gulf, with Cottage Grove located directly off
Highway 61; the community should consider capturing its ability to provide an alternative route of the
Great River Road.
Currently, Cottage Grove has no set target for marketing which allows for the CGCVB the opportunity to
explore various market segments to capture tourism and they would include:
Markets
Outdoor Adventurists & Family Fun
Sporting Events
Local Events & Festivals
Corporate Travel
Weddings Destinations
SWOT Analysis
The following is a strengths, weaknesses, opportunities and threats (SWOT) analysis that can be
used to define marketing initiatives.
Strengths:
Location along Highway 61
More land adjacent to the Mississippi River than any other city in Minnesota
Local State - Cottage Grove Ravine Regional Park, St. Croix Bluffs Regional Park and Lake Elmo
Park Reserve
17 miles from St. Paul
25 minutes from Mall of America
Historical Wedding and Event Venues
Proximity to Afton Alps Ski Hill & Afton State Park
Proximity to Treasure Island Casino
Large well-maintained athletic complexes capable of housing tournaments & events
Proximity to MSP International Airport
Weaknesses:
Lack of a mainstreet or downtown compared to surrounding communities
Only 1 major hotel and 1 budget hotel
Spread out shopping areas
Few restaurants
No mass transits
5
Lack of access to Mississippi River
Low daytime population
Opportunities:
Historical venues for events by private businesses, clubs or organizations
Historical venues for destination weddings and social events
Grey Cloud Island & Grey Cloud Dunes SNA Site
Sporting events
Cottage Grove Ravine Regional Park
North Star Snowmobile Trail Starting Point
Users and campers from Afton Ski Hill and Afton State Park
Threats:
downtown district or mainstreet
restaurants
diverse shopping
hotel rooms
attractions for long or short term stay vacations
Decrease in volunteers to host large athletic events
Based on the SWOT the following marketing initiatives and segmented marketing opportunities was
developed.
2020 Marketing Initiatives
The marketing initiatives are designed to attract the most possible visitors to Cottage Grove top
tourism entities. Although the initiatives are designed to attract specific markets at specific times
throughout the year, the initiatives can be incorporated throughout the entire year.
Goals:
Cottage Grove Area through marketing and promotion of the
community.
strategies designed to feature and enhance tourism opportunities for Cottage Grove
Businesses.
ts of the CGCVB in association with individual
businesses, regional tourism and state tourism initiatives.
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TO: Board of Directors, Cottage Grove Convention and Visitors Bureau
FROM: Matt Wolf, Economic Development Coordinator
DATE: July 23, 2020
RE: Marketing Segments Discussion
Background
As part of the development of the CGCVB, a draft marketing plan was developed. The CGCVB
Board of Directors began review of the marketing plan at their June Board meeting and will
continue review of the draft marketing plan. The section of the plan to be reviewed by the Board
of Directors will be the marketing segment opportunities, which begins on page 7 of the draft
marketing plan, which is attached as part of the meeting packet.
Discussion
The marketing segments that were developed as part of the marketing plan were created and are
designed to attract the most visitors to Cottage Grove. The marketing segments listed below also
include the potential opportunities or assets that exist in each segment.
Activities & Adventures
River Oaks Golf Course & Event Center, Cottage Grove Ravine Regional Park, Oakwood
Park Disc Golf, Highlands Splash Pad, Mississippi River Paddle Share, Woodridge Park
Inclusive Playground, and the Grey Cloud Dunes Scientific and Natural Area (SNA).
Sporting Events
Youth Sports Association locally ran tournaments (i.e. Baseball, Basketball, Volleyball,
Hockey, etc.), Disc Golf Events, River Oaks Golf Course Tournaments
Local Events & Festivals
Strawberry Festival, Canadian Pacific Railway Holiday Train, Chamber Spring Showcase,
Corporate Travel
Business Conventions, Business Trainings, Short Term / Long Term Project Contracts
Wedding and Social Events
River Oaks Golf Course & Event Center, Cedarhurst Mansion, Historic John P. Furber
Farm, Hope Glen Farm and Country Inn & Suites
All bureaus or destination marketing organizations focus on strategies or plans that
build tourism through effective marketing of all potential tourism destinations/events within their
defined region. Each marketing segment has a defined goal, objectives to consider within that
goal, plans to carry out that marketing segment, and how each segment will be measured for
Board of Directors, Cottage Grove Convention and Visitors Bureau
July 23, 2020
Page 2 of 2
performance. The marketing segment will be presented in detail as laid out in the marketing
plan. Staff is asking the Board of Directors to give comments, changes or suggestions.
Attachments:
Segmented Marketing Opportunities Marketing Plan Draft
Segmented Marketing Opportunities (Plan 2020-2025)
Activities & Adventures
River Oaks Golf Course & Event Center, Cottage Grove Ravine Regional Park, Oakwood
Park Disc Golf, Highlands Splash Pad, Mississippi River Paddle Share, Woodridge Park
Inclusive Playground, and the Grey Cloud Dunes Scientific and Natural Area (SNA).
Youth Sports Association locally ran tournaments (i.e. Baseball, Basketball, Volleyball,
Hockey, etc.), disc golf events, River Oaks Golf Course Tournaments
Local Events & Festivals
Strawberry Festival, Canadian Pacific Railway Holiday Train, Chamber Spring Showcase,
, Monster Bash Parade, etc.
Business Conventions, Business Trainings, Short Term / Long Term Project Contracts
Wedding and Social Events
River Oaks Golf Course & Event Center, Cedarhurst Mansion, Historic John P. Furber
Farm, Hope Glen Farm and Country Inn & Suites
Destination marketing, promotion and visitor services focuses on the strategies, plans and performance
measures associated with building tourism demand through efficient and effective marketing led by the
CGCVB. Focus on the strategies, plans and performance measures associated with capacity, stakeholder
coordination and engagement needed to support environmentally and fiscally sustainable tourism
experiences. Each item presented includes:
Goals and opportunity
Objectives to consider
Plans to carry out the strategy
Performance measures and assessment to gauge the work
Activities & Adventures
Goal: Successfully position Cottage Grove as an adventure and family fun destination through cohesive
branding.
Objectives:
1. Increase annual hotel/motel night stays
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2. Increase daily engagement on social media platforms of the CGCVB.
Tactics:
1. Develop and promote all Cottage Grove family activities and adventure opportunities in key
target markets.
2. Identify seasonal activities and adventures in Cottage Grove
3. Increase awareness of natural resources and park spaces in Cottage Grove.
4. Produce and/or promote Cottage Grove branded information to be distributed at events
and activities
Media
Increase media awareness of Cottage Grove as a Recreation Destination
1. Provide high-quality information and services for media throughout the year
2. Utilize targeted media distribution services to expand reach of the CGCVB brand
3. Improve media solicitation and education to achieve maximum coverage
4. Explore and secure year around advertising/marketing opportunities that appeal to the
-veler that will increase overnight visitation (such as a billboard, etc.)
5. Develop an electronic publication/media guide that is rich with photos and pertinent
information about Cottage Grove tourism events and entities.
6. Incorporate education and training for local businesses seeking learn more about marketing
and branding to tourists visiting Cottage Grove
Partnerships
1. Research, review and identify marketing partnerships with Cottage Grove related
businesses.
2. Continue efforts to work with the State of Minnesota to be recognized as a viable and
integral part of Minnesota tourism.
Web/Social Media
1. Create appealing and informative information on the CGCVB website
2. Provide searching capabilities for interests
3. Optimize unique visits through link partnerships
4. Create and execute a social media marketing plan that highlights Cottage Grove
tourism entities through pictures and video
5. Encourage the use of a slogan in all social media campaigns
6. Devote one section of the tourism website to Activities and Adventure
Measurability:
1. Number of visitors to Cottage Grove lodging facilities
2. Increase in lodging tax revenue
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3. Number of media placements and coverage
4. Number of visitors to the CGCVB website
5. Number of likes and followers on social media pages (i.e. Facebook, Twitter, Instagram)
Sporting Events
Goal: Continue to establish and develop Cottage Grove as a premier destination for amateur sports
events and tournaments by providing targeted sales efforts, quality servicing to event organizers and
their events, and delivery of high-quality travel and tourism products and services.
Objectives:
1. Research and development of at least one more major sporting event to take place in the
area during 2021.
2. Advocate for the addition of sports venues to accommodate amateur athletics, as well as
market, promote and actively work with sports venues and local event organizers to
increase sportWashington County.
3. Enhance the sports facility guide, related materials and online presence to promote the
organized sports market in the area.
Tactics:
1. Build relationships with sports tournament organizers and the athletic association to gather
and disseminate information.
2. Establish an early-bird incentive for booking hotels and registering prior to a set date of
event.
3. Design and distribute collateral announcing event to target markets and linking businesses
to those events, connecting participants with local businesses.
Media
1. Target key writers and publications that focus on sport tournaments.
2. Develop a press kit and distribute to key media contacts.
3. Assist partners and sponsors with media relations.
4. Conduct targeted PR efforts focused on sport/tournament event writers & publications.
5. Review and place advertising where most target market will be reached and greatest return
on investment will be achieved.
Website/Social Media
1. Update and maintain website and relevant pages with pertinent and timely information.
2. Create a local app for participants and spectators to use while visiting the area.
Partnerships
1. Pursue partnership opportunities with program & event organizers.
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2. The CGCVB will advocate for the sports venues to accommodate amateur athletics, as well
as market, promote and actively work with sports venues and local event organizers to
.
3. The CGCVB will enhance the sports facility guide, related materials and online presence to
promote the organized sports market in the area.
4. Provide advertising collateral to regional related sport associations.
5. Provide advertising collateral to school teams.
Measurability:
1. Number of tournament participants
2. Number of early-bird incentive participants
3. Total amount of sponsorship dollars obtained
4. The number of sports events scheduled in each sport annually.
Local Events & Festivals
Goal: Increase the number of out of town visitors and residents attending major events such as
Strawberry Fest, Canadian Pacific Holiday Train, and Spring Showcase.
Objectives:
1. Increase visitation to the City of Cottage Grove Strawberry Fest.
2. Increase visitation to the Holiday Train.
3. Increase visitation to Chamber Spring Showcase.
Tactics:
1. Support the creation of database to capture visitor information.
2. E-blast campaign announcing and informing the visitors and potential visitors of special event
promotions and packages.
3. Generate media before the event and produce video elements promoting the events.
Media
1. Develop a list of media kit requirements.
2. Meet with selected media contacts to identify type and format of media materials required.
3. Develop an events media kit and distribute to all media contacts.
4. Develop events media section on the website.
5. Provide event photography from past events media use.
6. Distribute press and media releases regarding the events campaign.
Partnerships
1. Utilize local partnerships to create a sense of community and goodwill and to assist local
organization with fundraising efforts when applicable.
10
2. Develop key partnerships with local businesses to further expand the message of local events.
Web/Social Media
1. Maintain a strong online presence for all events.
2. Continue to build a photography and graphic library that can be used to develop an appealing
website presence.
3. Create and implement a social media marketing schedule to run on a year around basis
promoting all events.
Measurability:
1. Increase in occupancy percentage during events.
2. Increase in likes/followers on social media pages.
3. Number of media placements regarding (pre & post) each event.
4. Number of opens/click throughs from E-blast campaign.
Corporate Travel
Goal: Increase out of town corporate employee travel for attending business conferences, training and
projects in the area.
Objectives:
1. Increase occupancy in local hotels and venues.
2. Increase bookings in local venues.
Tactics:
1. Partner with area businesses on their needs for night stays and venue bookings.
2. Educate area businesses of local attractions such as River Oaks, John P. Furber Farm, Hope Glen
Farm, and Cedarhurst.
Partnerships
1. Obtain marketing opportunities with key partners affiliated with our venues.
2. Develop key partnerships with local businesses to further expand their knowledge of available
lodging facilities and venues to hold events.
4. Develop key partnerships (i.e. Renewal, 3M, and others) with corporate travel personnel.
Web/Social Media
1. Maintain a strong online presence for all facilities that promotes venues and could be used for
corporate travel or trainings.
11
2. Continue to build a photography and graphic library that can be used to develop an appealing
website presence in business sectors.
Measurability:
1. Increase in occupancy in lodging facilities for business clients.
2. Number of bookings in venues for corporate events.
Weddings and Social Events
Goal: Increase the number of out of town visitors and residents booking their personal events at local
venues.
Objectives:
1. Increase bookings at Cedarhurst, Country Inn & Suites, Hope Glen Farm, John P. Furber Farm,
and River Oaks Golf Course,
2. Increase use of local vendors, such as restaurant catering services, for event needs.
Tactics:
1. Maintain website for pertinent information on area venues including adding public events to the
calendar.
2. E-blast campaign announcing and informing the visitors and potential visitors of special event
promotions and packages.
Media
1. Develop venue section on the website.
2. Provide events photography and editorial for media use.
3. Distribute press and media releases regarding the local venues.
Partnerships
1. Obtain marketing opportunities with key partners affiliated with our venues.
2. Utilize local partnerships to assist local help with bookings and vendor needs.
3. Develop key partnerships with local businesses to further expand the message venues.
4. Partner with wedding coordinators, caterers, etc. for referrals and needs of visitor requests.
Web/Social Media
1. Maintain a strong online presence for all venues.
2. Continue to build a photography and graphic library that can be used to develop an appealing
website presence.
3. Create and implement a social media marketing schedule to run on a year around basis
promoting all venues.
12
Measurability:
1. Increase in occupancy percentage during use of venues.
2. Number of visits to venue specific pages on website.
3. Number of opens/click throughs from E-blast campaign.
Strategic Partnerships
Package Travel
The package travel market consists of professional tour operators, group leaders, and travel agents.
Because of the superior location of Cottage Grove along Highway 61, the package travel market has a
potential of producing some tourism revenues. This market is an important contributor to the overall
growth of tourism in Cottage Grove, bringing in a wide array groups to experience all Cottage Grove
Area offers.
Package Tours
Goal: Increase awareness of what Cottage Grove area has to offer in our target markets.
Objectives:
1. Position Cottage Grove as a top destination in Minnesota.
2. Cottage Grove tourism products.
Tactics:
1. Develop a partner program to enable effective trade distribution of Cottage Grove tourism
products and suppliers.
2. Attend Tourism Association Conferences and programs to maintain relationships with tour
operators and establish new opportunities.
3. Establish a database of domestic tour operators, qualified suppliers, and key contacts.
4. Finalize cooperative marketing agreements subsequent to trade show and event
attendance.
Media
1. Specifically seek out and support media relations catering to the package tour market.
2. Participate in media and/or public relations events in conjunction with trade show
attendance.
3. Effectively utilize press releases and e-blasts to proper media contacts to garner more
editorial coverage in desired publications.
Website
Ensure that the Cottage Grove Area Convention and Visitor Bureau website is up to date and
interactive with all partnerships.
Measurability:
1. Sales of Cottage Grove area products through domestic tour operators.
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Home to the most shoreline of the Mississippi River in MinnesotaMost parks have prairie grasses and dunesSame colors
Keep logo based on the physical features of Cottage Grove What is the most unique thing about Cottage Grove?Match the Chamber Logo
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