HomeMy WebLinkAbout3D. Economic Development� Cottage � Grove
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Meeting Date 7/27/2022
Department Administration
Agenda Category Agenda Item
City Council Action Request
3D
Title Economic Development
Staff
Recommendation
Budget Implication
Attachments
Based on Discussion
Economic Development Authority Comparison Report
Convention and Visitors Bureau Comparison Report
Convention and Visitors Bureau Annual Report
7/22/2022 11:55:26 AM Page 1 of 3
Budget Comparison Report
Cottage Grove Group Summary
Objec…
2020
Total Activity
2021
Total Activity
2022
YTD Activity
Through Jul
2022
2022
2023
2023
Parent Budget
Comparison 1
Budget
Comparison 1
to Parent Budget %
2024
2024 FALL 2022
Comparison 2
Budget
Comparison 2
to Comparison 1
Budget
%
Increase /
(Decrease)
Increase /
(Decrease)
Revenue
Category: 3010 - PROPERTY TAXES
3011 - CURRENT PROP TAX 0.00%0.00%125,000.00125,000.00 0.00 125,000.00 0.0064,976.80124,709.54124,826.04
3012 - DEL PROP TAXES 0.00%0.00%0.000.00 0.00 0.00 0.00391.66219.77479.26
Total Category: 3010 - PROPERTY TAXES:125,000.0065,368.46 125,000.00 0.00 0.00%125,000.00 0.00 0.00%124,929.31125,305.30
Category: 3809 - INVESTMENT INTEREST
3809 - INTERFUND INTRST 0.00%0.00%0.000.00 0.00 0.00 0.00214.06599.57805.16
3810 - INVEST INTEREST 0.00%0.00%0.000.00 0.00 0.00 0.000.00-2,471.038,448.22
Total Category: 3809 - INVESTMENT INTEREST:0.00214.06 0.00 0.00 0.00%0.00 0.00 0.00%-1,871.469,253.38
Category: 3812 - MISCELLANEOUS
3812 - DONATE & CONTRI 0.00%0.00%0.000.00 0.00 0.00 0.000.000.000.00
3816 - REFUND & REIMBRS 0.00%0.00%0.000.00 0.00 0.00 0.004,000.000.000.00
3829 - MISC - OTHER 0.00%0.00%0.000.00 0.00 0.00 0.000.000.000.00
Total Category: 3812 - MISCELLANEOUS:0.004,000.00 0.00 0.00 0.00%0.00 0.00 0.00%0.000.00
Category: 3999 - TRANSFERS IN
3899 - TRANSFER IN 0.00%0.00%100,000.00100,000.00 0.00 100,000.00 0.0058,333.3575,000.0075,000.00
Total Category: 3999 - TRANSFERS IN:100,000.0058,333.35 100,000.00 0.00 0.00%100,000.00 0.00 0.00%75,000.0075,000.00
Total Revenue:225,000.00127,915.87 225,000.00 0.00 0.00%225,000.00 0.00 0.00%198,057.85209,558.68
Expense
Category: 4100 - PERSONAL SERVICES
4100 - SALARY-FULL TIME 17.04%4.51%157,425.00134,510.00 22,915.00 164,525.00 7,100.0060,174.44134,566.81163,099.35
4141 - PERA 16.70%4.88%11,775.0010,090.00 1,685.00 12,350.00 575.004,513.089,999.4212,592.32
4142 - FICA 16.62%4.79%12,000.0010,290.00 1,710.00 12,575.00 575.004,261.489,643.5211,907.37
4144 - HEALTH INSURANCE 106.37%10.34%16,200.007,850.00 8,350.00 17,875.00 1,675.004,579.1912,075.0025,599.96
4148 - WORKERS COMP 4.84%0.00%1,300.001,240.00 60.00 1,300.00 0.00723.31990.00990.00
Total Category: 4100 - PERSONAL SERVICES:198,700.0074,251.50 163,980.00 34,720.00 21.17%208,625.00 9,925.00 4.99%167,274.75214,189.00
Category: 4200 - COMMODITIES
4200 - OFFICE SUPPLIES 2.44%4.76%210.00205.00 5.00 220.00 10.000.00331.4827.50
4210 - OP SUPPLY-OTHER 2.96%3.06%2,780.002,700.00 80.00 2,865.00 85.00507.171,327.87225.00
Total Category: 4200 - COMMODITIES:2,990.00507.17 2,905.00 85.00 2.93%3,085.00 95.00 3.18%1,659.35252.50
EDA Fund without CVB
Budget Comparison Report
7/22/2022 11:55:26 AM Page 2 of 3
Objec…
2020
Total Activity
2021
Total Activity
2022
YTD Activity
Through Jul
2022
2022
2023
2023
Parent Budget
Comparison 1
Budget
Comparison 1
to Parent Budget %
2024
2024 FALL 2022
Comparison 2
Budget
Comparison 2
to Comparison 1
Budget
%
Increase /
(Decrease)
Increase /
(Decrease)
Category: 4300 - CONTRACTUAL SERVICES
4300 - PROF SERVICES 2.99%3.00%50,000.0048,550.00 1,450.00 51,500.00 1,500.004,518.5912,276.2633,043.91
4301 - ENGINEERING SVS 3.02%2.98%9,550.009,270.00 280.00 9,835.00 285.0015,246.5060,132.00124,813.51
4302 - LEGAL SERVICE 3.39%2.59%5,800.005,610.00 190.00 5,950.00 150.0012,400.395,475.1311,294.81
4305 - FEES FOR SERVICE 3.00%3.00%103,000.00100,000.00 3,000.00 106,090.00 3,090.006,260.73135,595.0016,475.00
4310 - COMMUNICATION 2.27%3.89%900.00880.00 20.00 935.00 35.00495.00540.00850.00
4321 - DATA PROCESSING 173.64%5.98%30,100.0011,000.00 19,100.00 31,900.00 1,800.006,416.6910,929.967,440.00
4340 - PRINTING 0.00%0.00%0.000.00 0.00 0.00 0.000.00107.000.00
4341 - ADVER/PUBLISH 2.94%3.05%5,250.005,100.00 150.00 5,410.00 160.007,164.051,346.542,544.82
4350 - INSURANCE CHARGE 2.88%2.80%1,070.001,040.00 30.00 1,100.00 30.00606.69999.96999.96
4401 - DUES & SUBS 3.02%3.01%11,445.0011,110.00 335.00 11,790.00 345.004,761.006,736.435,691.90
4403 - TRAVEL/TRAIN/CON 3.00%3.00%47,330.0045,950.00 1,380.00 48,750.00 1,420.004,199.40376.414,340.27
4407 - PROPERTY TAXES 2.94%3.07%9,450.009,180.00 270.00 9,740.00 290.007,865.946,417.177,580.39
4434 - SPECIAL EVENTS 3.02%2.98%63,050.0061,200.00 1,850.00 64,930.00 1,880.0023,967.8925,375.0622,693.34
Total Category: 4300 - CONTRACTUAL SERVICES:336,945.0093,902.87 308,890.00 28,055.00 9.08%347,930.00 10,985.00 3.26%266,306.92237,767.91
Category: 4730 - MISCELLANEOUS
4732 - LOSS-FIXED ASSET 0.00%0.00%0.000.00 0.00 0.00 0.000.00182,418.170.00
Total Category: 4730 - MISCELLANEOUS:0.000.00 0.00 0.00 0.00%0.00 0.00 0.00%182,418.170.00
Total Expense:538,635.00168,661.54 475,775.00 62,860.00 13.21%559,640.00 21,005.00 3.90%617,659.19452,209.41
Report Total:25.07%6.70%-313,635.00-40,745.67 -250,775.00 -62,860.00 -334,640.00 -21,005.00-419,601.34-242,650.73
Budget Comparison Report
7/22/2022 11:55:26 AM Page 3 of 3
Fund Summary
Fund
2020
Total Activity
2021
Total Activity
2022
YTD Activity
Through Jul
2022
2022
2023
2023
Parent Budget
Comparison 1
Budget
Comparison 1
to Parent Budget %
2024
2024 FALL 2022
Comparison 2
Budget
Comparison 2
to Comparison 1
Budget %
Increase /
(Decrease)
Increase /
(Decrease)
285 - ECONOMIC DEVELOPMENT AUTHORITY -313,635.00-40,745.67 -250,775.00 -62,860.00 25.07%-334,640.00 -21,005.00 6.70%-419,601.34-242,650.73
Report Total:25.07%6.70%-313,635.00-40,745.67 -250,775.00 -62,860.00 -334,640.00 -21,005.00-419,601.34-242,650.73
TO: Honorable Mayor and City Council
FROM: Jennifer Levitt, City Administrator
DATE: July 27, 2022
RE: Economic Development Levy
Staff has reviewed the steps, process and values related to an EDA levy. We wanted to
ensure we understood the process and options, if Council wanted to increase the levy
for operations (staffing) and potentially off-set the loan to River Oaks for the golf course
improvements.
We also know the LSP dollars have diminished from approximately $350K to $150K and
will likely stay at the $150K level for the foreseeable future. Therefore, we want to make
sure we have sufficient funding to support future economic development projects and
provide the Council with options.
Our research found that:
• No other city in Washington County levies for an EDA levy.
• Woodbury does a HRA Levy at $250,000.
• South Saint Paul at $340,084 (they are at the maximum amount based on their
taxable market value)
• Burnsville at $297,500.
• West St. Paul does an EDA and HRA levy.
Based on our estimated taxable market value of $5,306,706,800, our maximum amount
would be $962,000 for a levy. NOTE: We cannot exceed .01815% of the estimated
market value based on State Statute. We have confirmed with Washington County on
the levy calculation and interpretation of State Statute.
The Finance Director has run an analysis to show the impact on residences and
business should the levy be increased to $350K. On the residential side, the average
homeowner would see an increase of $18 annually.
For businesses there would be an average increase of $172 annually. However, even
with an increase in the levy, most businesses will see their taxes lowered in 2023 over
2022, because there was no change in their valuations from 2022. In doing the
comparison on the commercial side, the $172 average is higher in comparison to what
most businesses will pay which is approximately $35 annually when the larger business,
with a higher-than-average value, is not included in the calculations.
Should the Council choose to increase the levy to $350K or some lesser amount, the
following steps would need to take place to do so.
Steps to adopt an EDA levy provided by the City Attorney:
1. EDA requests the City to impose an EDA levy in an amount not to exceed
0.01813% of estimated market value.
2. City Council passes a resolution stating the proposed amount of the levy.
3. City publishes the resolution together with a notice of public hearing for 2
successive weeks for a hearing which must be held between 2-4 weeks after the
first publication.
4. City Council adopts a resolution authorizing the levy.
5. That resolution must be published and is not effective for 30 days.
6. The levy would be included in the City of Cottage Grove line item on the property
taxes.
In either case, the EDA Trust Fund would need to provide the subsidy to the EDA Fund
to support operations.
Recommendation
Provide feedback on the possibility of increasing the economic development levy from the
current level of $125K per year to a proposed level of $350K or decreasing expenditures
from the fund.
2023 EDA Levy 2023 Proposed EDA Levy
Revenue $125,000.00 $350,000.00
Transfer In $100,000.00 $100,000.00
Total Revenue $225,000.00 $450,000.00
Expenses
Personnel $198,700.00 $198,700.00
Commodities $2,990.00 $2,990.00
Contractual Services $336,945.00 $336,945.00
Total $538,635.00 $538,635.00
Deficit ($313,635.00)($88,635.00)
EDA Trust Balance $3,631,747.00
7/22/2022 11:56:11 AM Page 1 of 3
Budget Comparison Report
Cottage Grove Group Summary
Objec…
2020
Total Activity
2021
Total Activity
2022
YTD Activity
Through Jul
2022
2022
2023
2023
Parent Budget
Comparison 1
Budget
Comparison 1
to Parent Budget %
2024
2024 FALL 2022
Comparison 2
Budget
Comparison 2
to Comparison 1
Budget
%
Increase /
(Decrease)
Increase /
(Decrease)
Revenue
Category: 3310 - INTERGOVERNMENTAL
3310 - FEDERAL GRANTS 0.00%-22.74%76,200.000.00 76,200.00 58,871.00 -17,329.0068,590.0032,690.000.00
3324 - STATE GRANTS -100.00%0.00%0.0066,175.00 -66,175.00 0.00 0.000.002,250.000.00
3349 - COUNTY AID 0.00%0.00%0.000.00 0.00 0.00 0.000.000.0014,978.00
Total Category: 3310 - INTERGOVERNMENTAL:76,200.0068,590.00 66,175.00 10,025.00 15.15%58,871.00 -17,329.00 -22.74%34,940.0014,978.00
Category: 3400 - CHARGES FOR SERVICES
3574 - ADVERTISING SALES 0.00%0.00%6,290.000.00 6,290.00 6,290.00 0.006,290.000.000.00
Total Category: 3400 - CHARGES FOR SERVICES:6,290.006,290.00 0.00 6,290.00 0.00%6,290.00 0.00 0.00%0.000.00
Category: 3812 - MISCELLANEOUS
3816 - REFUND & REIMBRS 0.00%0.00%0.000.00 0.00 0.00 0.0058.000.000.00
3840 - LODGING TAX 0.00%0.00%66,350.0066,350.00 0.00 66,350.00 0.0022,977.2457,987.1229,757.94
Total Category: 3812 - MISCELLANEOUS:66,350.0023,035.24 66,350.00 0.00 0.00%66,350.00 0.00 0.00%57,987.1229,757.94
Total Revenue:148,840.0097,915.24 132,525.00 16,315.00 12.31%131,511.00 -17,329.00 -11.64%92,927.1244,735.94
Expense
Category: 4100 - PERSONAL SERVICES
4100 - SALARY-FULL TIME -12.81%4.56%59,175.0067,870.00 -8,695.00 61,875.00 2,700.0027,377.400.000.00
4141 - PERA -13.06%5.08%4,425.005,090.00 -665.00 4,650.00 225.002,053.240.000.00
4142 - FICA -13.29%5.00%4,500.005,190.00 -690.00 4,725.00 225.002,019.650.000.00
4144 - HEALTH INSURANCE 3.18%10.19%8,100.007,850.00 250.00 8,925.00 825.004,579.190.000.00
Total Category: 4100 - PERSONAL SERVICES:76,200.0036,029.48 86,000.00 -9,800.00 -11.40%80,175.00 3,975.00 5.22%0.000.00
Category: 4200 - COMMODITIES
4200 - OFFICE SUPPLIES 2.44%3.57%420.00410.00 10.00 435.00 15.00167.3888.000.00
4210 - OP SUPPLY-OTHER 0.00%10.00%500.000.00 500.00 550.00 50.003,065.820.000.00
Total Category: 4200 - COMMODITIES:920.003,233.20 410.00 510.00 124.39%985.00 65.00 7.07%88.000.00
Category: 4300 - CONTRACTUAL SERVICES
4300 - PROF SERVICES -26.71%2.34%20,520.0028,000.00 -7,480.00 21,000.00 480.00378.7430,155.576,361.50
4302 - LEGAL SERVICE 0.00%0.00%0.000.00 0.00 0.00 0.000.00698.80605.50
4305 - FEES FOR SERVICE -42.72%-63.68%4,130.007,210.00 -3,080.00 1,500.00 -2,630.00451.749,220.909,819.99
4311 - POSTAGE 3.26%2.74%475.00460.00 15.00 488.00 13.00125.400.000.00
4340 - PRINTING 2,582.93%3.00%11,000.00410.00 10,590.00 11,330.00 330.0010,551.00186.000.00
CVB Budget without EDA
Budget Comparison Report
7/22/2022 11:56:11 AM Page 2 of 3
Objec…
2020
Total Activity
2021
Total Activity
2022
YTD Activity
Through Jul
2022
2022
2023
2023
Parent Budget
Comparison 1
Budget
Comparison 1
to Parent Budget %
2024
2024 FALL 2022
Comparison 2
Budget
Comparison 2
to Comparison 1
Budget
%
Increase /
(Decrease)
Increase /
(Decrease)
4341 - ADVER/PUBLISH 3.01%2.99%29,050.0028,200.00 850.00 29,920.00 870.0011,226.268,840.952,000.00
4401 - DUES & SUBS -16.67%0.00%325.00390.00 -65.00 325.00 0.00325.00325.000.00
4403 - TRAVEL/TRAIN/CON 300.00%0.00%1,500.00375.00 1,125.00 1,500.00 0.0039.14188.200.00
4434 - SPECIAL EVENTS 0.00%0.00%3,000.000.00 3,000.00 3,000.00 0.0012,701.760.000.00
Total Category: 4300 - CONTRACTUAL SERVICES:70,000.0035,799.04 65,045.00 4,955.00 7.62%69,063.00 -937.00 -1.34%49,615.4218,786.99
Total Expense:147,120.0075,061.72 151,455.00 -4,335.00 -2.86%150,223.00 3,103.00 2.11%49,703.4218,786.99
Report Total:-109.09%-1,187.91%1,720.0022,853.52 -18,930.00 20,650.00 -18,712.00 -20,432.0043,223.7025,948.95
Budget Comparison Report
7/22/2022 11:56:11 AM Page 3 of 3
Fund Summary
Fund
2020
Total Activity
2021
Total Activity
2022
YTD Activity
Through Jul
2022
2022
2023
2023
Parent Budget
Comparison 1
Budget
Comparison 1
to Parent Budget %
2024
2024 FALL 2022
Comparison 2
Budget
Comparison 2
to Comparison 1
Budget %
Increase /
(Decrease)
Increase /
(Decrease)
285 - ECONOMIC DEVELOPMENT AUTHORITY 1,720.0022,853.52 -18,930.00 20,650.00 -109.09%-18,712.00 -20,432.00 -1,187.91%43,223.7025,948.95
Report Total:-109.09%-1,187.91%1,720.0022,853.52 -18,930.00 20,650.00 -18,712.00 -20,432.0043,223.7025,948.95
Cottage Grove
Convention &
Visitors Bureau
2021
Annual Report
Board of Directors
convention & visitors bureau
Overview
The Convention and Visitors Bureau (CVB) markets and promotes Cottage Grove as a year-round
visitor destination, working in partnership with industries, corporate partners, state partners, city
departments and regional destination marketing organizations. The CVB serves as the primary
marketing organization responsible for the development and implementation of promotional
programs to ensure positive economic impact in Cottage Grove through steady growth of the travel
industry.
Mission
The CVB’s mission is to promote Cottage Grove as a premier destination for leisure travelers,
weddings, and outdoor enthusiasts, a recognized and successful host city for meetings and
conventions, and a prominent and respected venue for sporting events.
Staff
Steve Dennis,
Chair
Justin Olsen,
Vice Chair
Laurie Levine,
Director
Roshan Patel,
Director
Christine Costello,
Director
Taylor Bengtson,
Administration
Specialist
May-Dec. 2021
Jaime Mann,
Assistant to the
City Administrator
Aug. -Dec., 2021
Julie Prior-Miller,
Marketing and
Communications
Specialist
July-Dec., 2021
Matt Wolf,
Assistant to the
City Administrator
Jan.-July, 2021
Jennifer Levitt,
City Administrator
Message from the Convention and Visitors Bureau Chair
I am excited to share that the CVB had a successful year promoting Cottage Grove as a year-round
visitor destination.
We w orked with industries, corporate partners, state partners, city departments and regional
destination marketing organizations to showcase the city and ensure positive economic impact in
Cottage Grove through the steady growth of tourism.
COVID-19 still played a significant role in our world last year. We knew travel and hotel stays would
continue to be down worldwide so the CVB laser-focused on bringing people to Cottage Grove for
one-day outdoor events and activities. We launched successful ad campaigns for the bike park and
our Halloween events, both of which brought in visitors from around the area who visited our retail
establishments and restaurants.
We continued promoting City events, activities, restaurants and retail opportunities using a multi-
faceted approach that included social media advertising, website content, blog posts, videos,
photos and creative partnerships.
A major focal point of our efforts in 2021 was the 2022 Cottage Grove Visitors Guide. I’m especially
proud of this first-ever creation, a 36-page guide that showcases the opportunities for visitors and
travelers to discover our unique city. Even if you have lived here your entire life, I am willing to bet
you’d find a hidden gem in the Visitors Guide that you never knew existed.
We will continue forming relationships with businesses in town. A successful partnership and two-way
dialogue are critical to our mission, which is:
• Promoting Cottage Grove as a premier destination for leisure travelers, weddings and outdoor
enthusiasts.
• Ensuring Cottage Grove is a recognized and successful host city for meetings and
conventions.
• Establishing the city as a prominent and respected venue for sporting events.
To gether, we weathered innumerable challenges, many of which are highlighted in this report and
appear alongside the creative solutions and strategies implemented to continue growing tourism.
I look forward to 2022 as we continue to discover Cottage Grove.
Steve Dennis,
Chair of the Cottage Grove CVB
4 | Cottage Grove Convention and Visitors Bureau
Accomplishments
Visitors Guide Ads
Quantitative
• 11 total ads in guide
• $6,035 in revenue
Qualitative
• Obtained pricing for ads by comparing with
others locally.
• Created an ad spec sheet laying out
information for potential advertisers.
• Connected with local businesses and began to
form relationships of trust and mutual benefit.
Developing the “first” of anything is a massive
undertaking, but the creation of the first Cottage
Grove Visitors Guide is exactly what the CVB
board intended to do when it first set out.
The 36-page guide represents the opportunities
for visitors and travelers alike to discover our
unique city.
From lodging facilities, outdoor parks and
recreation, events, meeting venues and more,
there’s something inside for everyone.
Flipping through the pages is truly a reminder of
what people who live here already know: The
City is a special place to live, work and play.
Quantitative
• First publication of its kind for Cottage Grove.
• 36 pages full of amenities, activities and
information about Cottage Grove.
• The online/digital guide is an elevated version
of the printed piece, including five videos and
63 links driving traffic to local businesses and
the Discover Cottage Grove website.
Qualitative
• In-house production providing creative
direction, control, cost savings and proofing.
• Connected with local businesses to form and
expand partnerships.
2022 Visitors Guide
2021 Annual Report | 5
Accomplishments Accomplishments
The CVB worked with South Washington County Telecommunications Commission (SWCTC) to produce
three promotional videos to highlight the City’s unique amenities and offerings. In addition, a “Discover
Cottage Grove” playlist is now on the City’s YouTube channel.
Videos
Discover Cottage Grove Website
• Launched Dec. 18, 2020.
• Began updating events page with current and
upcoming events in the summer of 2021.
• Pages added:
• A blog page that highlights and markets
the unique and diverse offerings in Cottage
Grove.
• A maps page that includes links to view our
bike trails, parks and paths and snowmobiling
trails.
• A landing page with an embedded online
version of the Visitors Guide with a form for
potential visitors to fill out to receive a hard-
copy edition.
• Addition of businesses and other various items/
edits.
• Boondocks Vintage Boutique
• Cottage Grove Ice Arena
• Cottage Grove Ravine Regional Park
• Dodge Nature Center
• HERO Center
• Strawberry Festival
• VFW
Quantitative
Total website visits: 16,300
Cottage Grove Bike Park River Oaks’ annual Santa
Breakfast
Cottage Grove’s all-inclusive
Woodridge Park
Website
6 | Cottage Grove Convention and Visitors Bureau
Photos
Working with professional photographers
and businesses not only allows us to form
relationships within our community and business
sector, it allows us to extend our reach with
the best talent available highlighting Cottage
Grove’s beautiful and unique amenities at little
to no cost to us.
Goals of Photos
• High-quality, clear images
• Displaying authenticity
• Highlighting diversity
• Race
• Gender
• Age
• Ability
• Active shots
• Visually engaging
• Showcasing Cottage Grove in a positive light
Contract Work With Photographers
• Nathan Klok
• Four photos for use in guide and for
promotional materials.
• Sievers Creative
• All-day photo shoot around Cottage
Grove with models to add to our photo
library.
• Tessa Soukup Photography
• Winter wedding photos at River Oaks to
use for promotional materials.
Nathan Klok (four photos)
Sievers Creative (small sampling)
Tessa Soukup Photography (small sampling)
Accomplishments
2021 Annual Report | 7
Photos Photos
In-House Photos
•Afton Apple Orchard
• Basketball court
• Bike Park
• City Hall Tree Lighting
• Cottage Grove Farmer’s Market
• Hale to the Bird 5K
• LaMar Park
• Monster Bash Parade
• Oakwood Park
• Pumpkin Chuck
• River Oaks Golf Course and Event Center
• Santa Breakfast at River Oaks
• Whistling Well Farm
• Woodridge Park
Professional Photographer Photos and Photos
From Businesses
• Canadian Pacific Railway
• C&C Photography
• Eric Vest Photography
• Highway 61 Haunting Experience
• Jeannine Marie
• Tessa June Photography
• Beyond the Pines Photography
• Whitney Abrahamson
• Shane Long Photography
Discover Cottage Grove’s Photos (small sampling)
Photographers and businesses (sampling)
Accomplishments
8 | Cottage Grove Convention and Visitors Bureau
Social Media
Twitter Stats
July 27-Dec. 31, 2021
Quantitative
• 41 tweets
• 16 followers
Accomplishments
Instagram Stats
July 27-Dec. 31, 2021
Quantitative
• 4 reels
• 2 videos
• 5 tags
• 68 posts
• 5 highlights
• 184 followers
Qualitative
• Promoted businesses
within Cottage Grove by
re-posting social media
stories.
• Connected with social
media influencers.
• Influencers, individuals
and businesses share our
information and helped
broaden our reach.
• Sought out and
connected to
photographers for
inclusion in the Visitors
Guide.
Facebook Stats
Jan. 28-Dec. 31, 2021
Quantitative
• 416,614 people reached
• 43,018 engagements
• 17,413 link clicks
• 480 comments
• 422 shares
• 682 followers
Qualitative
• Sought out and
connected to
photographers for
inclusion in the Visitors
Guide.
• Connected to local
businesses and marketing
teams to establish
professional relationships
(Zywiec’s, Furber Farm,
Dodge Nature Center).
Effective social media plays a
key role in building our brand
and bringing people to Cottage
Grove. The interactive and visual
nature of Facebook, Twitter and
Instagram all provide powerful
opportunities for people to
engage and experience Cottage
Grove through video and
photos. Giving potential visitors
a first-hand look at the City’s
restaurants, parks, recreational
opportunities, wedding venues
and other offerings has been
incredibly effective. We’ve
reached thousands of people
and shown them all the City has
to offer. We’ve helped promote
businesses through newly created
partnerships. The best part? We
have had fun doing it — and
our followers have also been
enjoying the ride. #winning
2021 Annual Report | 9
Accomplishments
Quantitative
• Ad impressions for 2021: 1,404,806
• Ad engagements: 42,819
• Website traffic directly as a result of
the social media ad campaigns:
12,702 visits out of 16,300 total visits.
Top Performing Social Ad Campaign
Cottage Grove Bike Park
• Impressions: 760,249
• Clicks: 20,160 (2.65%)
• “Good” industry average: 1%
Social Media Ad Campaigns
Top Performing Video
Cottage Grove Bike Park
• Minutes viewed: 981
• 3-second video views: 1,804
• Engagement: 154
• Shares: 18
• Reactions: 125
• Comments: 12
The top performer of all social campaigns
this year; The “Discover Our Bike Park”
video, created by SWCTC, ran for just
under one month from Sept. 29-Oct. 23.
Not only does effective social media play a key
role in building our brand, but effective social
media ad campaigns reach new users, target
specific audiences, increases brand visibility and
— at a relatively low-cost helps to increase sign
ups and lead generation. Some advantages of
marketing through social media ads as opposed
to “traditional” ads include the fact that social
ads allow more actions than conventional online
advertising. Not only can people click where
to go, they can also “like” and “share” without
costing the advertiser anything extra. This also
plays into another benefit social ads provide —
when users see their contacts have interacted
with a post, click rates increase and readers
consider the ad to be less intrusive.
10 | Cottage Grove Convention and Visitors Bureau
Accomplishments
Effectively marketing the City and showcasing it
as a recreation, retail and meeting destination
requires a multi-faceted approach. Social media,
the Visitors Guide and the website are important
pieces of the puzzle that are supplemented by
other initiatives such as the Discover Cottage
Grove blog, a monthly e-newsletter, advertising
and other promotional pieces.
Discover Cottage Grove Blog
• Created and added to website.
• 8 blog posts for 2021 from August-December.
• Highlights Cottage Grove amenities, businesses
and upcoming events.
Discover Cottage Grove Monthly Newsletter
• August – 32% open rate, 2% clicks
• September – 39% open rate, 6% clicks
• October – 38% open rate, 5% clicks
• November – 36% open rate, 5% clicks
• December – 39% open rate, 6% clicks
• Total subscribers: 570
• “Good” email open rate by industry standards
is: 15-20%
Miscellaneous
• Advertised with “Have Fun Biking”
• Created:
• Letterhead and envelopes
• Letter to advertisers
• Ad sales flyer
• Stencils for parks and trails
Explore Minnesota Account
• Updating events to a broader audience
• 3,917 total page views since 2/4/21
• 681 total referrals since 2/4/21
Communications/Marketing
2021 Annual Report | 11
Accomplishments
Explore Minnesota Recovery Grant
The FY2022 Recovery Grant Program is funded
by a one-time $750,000 appropriation from the
Minnesota Legislature and is administered by
Explore Minnesota for the purpose of aiding
immediate economic recovery of Minnesota’s
tourism industry.
In September, Marketing and Communications
Specialist Julie Prior-Miller submitted a request
for $10,000 for assistance through the Explore
Minnesota FY2022 Recovery Grant Program,
which was awarded.
Total reimbursement costs will be $10,000 if
all funds are used. This grant does not require
matching funds.
The grant revenue will be applied to the third
quarter of the Visitor’s Bureau 2022 budget and
the expenses will be applied in the first and
second quarters of 2022.
Affiliate Welcome Center Program
Many community welcome centers across the
state are designated as Explore Minnesota
Affiliates. Explore Minnesota allows these
centers to use the Explore Minnesota logo on
signs and state travel brochures to distribute
to visitors. Affiliate locations are included in
Explore Minnesota publications and online at
exploreminnesota.com.
The program provides standardized information
for “on-the-road” travelers and increases
the economic benefits to the state and its
communities. Benefits of the program to
participating communities include access to
state maps, use of the Explore Minnesota Tourism
logo in signing, and geographically incorporating
Explore Minnesota Affiliate Welcome Center
locations on Explore Minnesota Tourism
publications and websites to increase visitor
awareness.
In September, Administration Intern Taylor
Bengtson applied and was awarded an Explore
Minnesota Affiliate Welcome Center location; the
Cottage Grove Ice Arena.
Dee Schutte Memorial Scholarship Application
Marketing and Communications Specialist Julie
Prior-Miller received a scholarship award from the
Minnesota Association of Convention and Visitors
Bureaus to attend their fall annual conference.
2020-2021 Crisis Marketing Grants
Assistant to the City Administrator Matt Wolf,
submitted a request that was awarded for $1,250
through the Crisis Marketing Grant.
Dollars used were to complete a photography
session with Sievers Creative, including drone
photography and videography.
Grants
12 | Cottage Grove Convention and Visitors Bureau
Accomplishments
Budget Highlights
Revenue:
• Budgeted revenue = $44,232
• Total 2021 revenue = $59,987
Revenue Breakdown:
• State grant: $1,000 from Explore Minnesota
Tourism Crisis Marketing Grant
• Lodging Tax: $59,987
Q1
• Budgeted: $11,058
• Actual: $9,468
-14.4%
Q2
• Budgeted: $11,058
• Actual: $16,077
45.4%
Q3
• Budgeted: $11,058
• Actual: $19,680
78.0%
Q4
• Budgeted: $11,058
• Actual: $14,763
33.5%
Overall
• Budgeted: $44,232
• Actual: $59,987
35.6%
Expenses:
• Budgeted expenses = $44,582.60
• Total 2021 expenses = $49,703.42
Expense Breakdown:
• Marketing expenses
• Budgeted: $23,448
• Actual: $22,396.35
• Operations Expenses
• Budgeted: $2,105
• Actual: $1,711.07
• EDA Trust/Chamber Payback Expenses
• Budgeted: $6,408
• Actual: $6,408
• Administration fee (5% of lodging tax +
25% City contractual services)
• Budgeted: $12,711.60
• Actual: $19,188
2021 Annual Report | 13
Accomplishments
Visitors Guide // Visitors Guide Ads
• Engage with the community, businesses and
local partners to see if anything was missed or
excluded in the 2022 Visitors Guide they would
like to see moving forward.
• Review online performance metrics of 2022
guide and adjust/modify marketing techniques
as necessary for the distribution of the 2023
guide.
• Consider additional testimonial statements for
inclusion in the 2023 Visitors Guide.
• Consider the impact of additional advertisers
in the 2023 Visitors Guide and conduct a cost-
benefit analysis based on revenue from ads,
cost of additional pages, and if we are able to
fill additional pages with content.
Website
• Lower website bounce rate.
• Add more photos of people.
• Keep the business directory up to date.
Photos and Videos
• Increase photo and video library of local
events, businesses, restaurants, people in the
community, parks, food and more.
• Obtain photos of the 2022 Strawberry Fest.
• Partner with SWCTC for video footage of
outdoor winter activities such as snowshoeing,
cross country skiing, ice fishing and
snowmobiling.
• Partner with SWCTC to obtain video footage
of Hale to the Bird 5K, disc golf, the splash
pad, skate park and bike park footage aimed
toward adults.
• Partner with SWCTC to create a 30-60 second
Discover Cottage Grove promo video.
Social Media // Social Media Ad Campaigns
• Grow followers on each social platform
by staying regularly active. This will include
frequent posting, creating stories or reels,
sharing information, tagging, partnering with
influencers and more.
• Work with Sievers Creative to distribute two
different social media ad campaigns per
month or on an as-needed basis depending on
performance metrics.
• Review/analyze data and metrics at various
points in the year to re-adjust marketing tactics
as needed.
• Partner with social media influencers/micro-
influencers to gain additional audience reach
through testimony.
Looking Ahead
With an updated website, a Visitors Guide for
distribution, healthy activity and followers on
social media, and consistent marketing and
promotion, the CVB has laid a solid foundation to
launch from. As we move forward into the next
year, it is important to ensure that base holds
steady and we continue to strive for new and
creative ways to promote the City of Cottage
Grove, its lodging facilities, meeting venues and
considerable amenities, including the CVB.
Goals
14 | Cottage Grove Convention and Visitors Bureau
Goals
Communications/Marketing
• Grow subscriber list of monthly emails.
• Continue blog post production to increase
traffic to the website, audience reach and
business promotion.
• Continue creative and impactful marketing for
Cottage Grove and the CVB.
• Build out the CVB page for the Cottage Grove
Explore Minnesota account. Include photos,
bio, social accounts, etc.
Be a Service to Local Businesses
• Launch a monthly email to business subscribers
to inform them of upcoming large-scale events
and activities.
• Reach out to businesses with letters, in-person
visits and phone calls to offer event and activity
marketing and advertising.
• Create a small business map for the City of
Cottage Grove and marketing campaign
centered around shopping local and Small
Business Saturday.
• Continue to look for creative and impactful
ways to help area businesses.
CVB Board
• Fill empty board positions so the CVB can
operate at full capacity and full leadership.
Partnerships
• Partner with the Cottage Grove Athletic
Association to utilize facilities for events and
activities.
• Partner with the Strawberry Fest to showcase
Discover Cottage Grove.
• Create and strengthen partnerships within the
community, with local businesses and with
other organizations, to help uplift and support
the mission of the CVB.
Grants
• Continue to apply for grants through Explore
Minnesota where eligible.
Budget
• Continue to monitor and adjust budget as
needed.
• Continue to make thoughtful and impactful
budgetary decisions based on data, the CVB’s
mission and vision and any unique opportunities
that are presented.
Looking Ahead
2021 Annual Report | 15
Goals
2021: A Year of Growth
Summary
The Cottage Grove CVB had an overall
successful year despite COVID-19
pandemic still wreaking havoc on the
travel and tourism industry.
2021 Achievement Highlights
• Exceeded 2021 budget estimations.
• Hired a new marketing and
communications specialist.
• Received several grants, including
$10,000 to help produce and promote
the first-ever Cottage Grove Visitors
Guide.
• Launched an arsenal of
communications methods and
channels, including the Discover Cottage Grove website, Discover Cottage Grove Twitter and
Instagram accounts, and a blog promoting area recreation, amenities and businesses.
• Began distributing a monthly newsletter to subscribers to keep them informed of upcoming events.
• Bolstered Discover Cottage Grove and Explore Minnesota activity calendars.
• Partnered with the South Washington County Telecommunications Commission (SWCTC) to create
videos showcasing unique aspects of Cottage Grove.
• Created exciting and fun reels and stories on social media.
• Sold over $6,000 in additional revuene due to advertising sales in 2021, which will be reflected in
the 2022 budget.
In addition to these accomplishments, the CVB is proud to have started establishing long-term
relationships with its local lodging facilities, area businesses, community members and more. The
CVB values these partnerships and remains steadfast in its commitment to effectively promote
Cottage Grove as a premier tourist destination.
DISCOVER
COTTAGE GROVE
COTTAGE GROVE CONVENTION
& VISITORS BUREAU
12800 Ravine Parkway S.,
Cottage Grove MN, 55016
Discover our website
discovercottagegrove.com
Discover us on social
@discovercottagegrove
#discovercottagegrove