LETTER from the PRESIDENT
Joseph Schwartz 2015 Chamber President
PRESIDENT: Joe Schwartz Dunn Bros. Coffee 11 Water St. Excelsior, MN 55331 952.401.8004
PAST PRESIDENT: Bill Damberg, Owner Brightwater Clothing and Gear 256 Water Street Excelsior, MN 55331 952.474.0256
PRESIDENT-ELECT: Myra Wang Certified Massage Therapist 464 2nd Street, Suite 201 Excelsior, MN 55331 612.834.0701
BOARD of DIRECTORS TREASURER: Michael Sluis Wells Fargo Home Mortgage 5120 County Road 101 South Minnetonka, MN 55345 612.667.3743
SECRETARY: Myra Wang Certified Massage Therapist 464 2nd Street, Suite 201 Excelsior, MN 55331 612.834.0701
EXECUTIVE DIRECTOR: Laura Hotvet 37 Water Street Excelsior, MN 55331 952.474.6461
MEMBERSHIP DIRECTOR: Betty Sorensen 37 Water Street Excelsior, MN 55331 952.474.6461
Beth Maloney Maynard’s Restaurant 685 Excelsior Blvd. Excelsior, MN 55331 952.470.1800
Tom Lauer Que Sera/Lauer Enterprises, Inc. 244 Water Street Excelsior, MN 55331 952.924.6390
Bill Wolfson Coldwell Banker Burnet Commercial 201 Lake St Unit 100 Excelsior, MN 55331 952.473.3000
EXECUTIVE SUMMARY The past year has been nothing but spectacular! Our business community has experienced a level of growth unlike anything we’ve seen in the recent past. The Excelsior-Lake Minnetonka area continues to draw a large amount of visitors, and gain traction as a regional attraction. The amount of visitors from every corner of the globe is a healthy reflection of what our community has to offer, from a variety of attractions, to diverse shopping and dining, with a healthy and happy community to greet them. Our Chamber Membership is the strongest it’s ever been, with volunteer involvement the highest we’ve seen! It truly is a joy and a blessing to be working within such a vibrant and vital community.
Laura Hotvet Executive Director
2015 Art on the Lake Mother Nature cooperated and we had 2 solid days of beautiful weather by the lake. Approximately 145 artists participated in the 35th Annual Art on the Lake, a juried fine art show.
2015 4th of July The annual 4th of July celebration has been in place since 1888 and this year was no different. The day started out with the Firecracker race, a 1M, 5K and 10K with a record breaking number of runners. The day continued with the Water Street Kids’ Parade and popsicle social followed by live music, the National Anthem, performed by Kate Raddatz, and finally the only free fireworks show on Lake Minnetonka!
2015 Crazy Days The annual retail sales event was held in July, as always. Many local stores rolled out their specials and attracted shoppers looking for bargains!
2015 Girls Night Out The GNO committee celebrated their 10th Anniversary beginning with the annual Fash Splash fashion show in June, and wrapped up the season with a Arts and Music festival in August. Thursdays continue to be a busy night in the downtown shopping and dining district.
2015 Apple Day Apple Day is a beloved celebration that celebrated its 80th year! The annual celebration kicked off with the Park Nicollet Apple of the Lake 5K and 1M, and over 400 runners participating. Vendors, food stands, live music performances and an apple pie baking and eating contest benefitting the ICA foodshelf, ending with a good old- fashioned street dance. Many people said it was the best Apple Day ever!
Chamber Welcome Center continues to be the hub of activity in our Chamber area. The Chamber staff, Board of Directors, and Welcome center volunteers enjoy being here for the business community and visitors who come to town. The South Lake Community is one that is thriving with growth and prosperity, and with careful planning and collaboration with other entities, we will continue to monitor progress and watch our area be “THE place to be”!
2014 Holiday Season During the Thanksgiving holiday weekend, the old wreaths were pulled out of storage, spiffed up and hung around the downtown business area to greet visitors. Shoppers were invited to experience our local and independent business community and enjoy the bustling holiday season. The traditional tree lighting was a great way to kick off the holidays and we were serenaded by the Music Association of Minnetonka.
2015 Luck o’ the Lake The 3rd Annual St. Paddy’s day race brought in over 1800 runners to the streets of downtown Excelsior on a beautiful spring day. The weather allowed people to celebrate and wander our area all afternoon.
2015 Excelsior-Lake Minnetonka Person of the Year The annual celebration of Chamber members was held at Pique Travel in April, and the gathering of the Chamber Community was bigger than ever. Mark Grap, our local hero from Wells Fargo, was given the 2015 Person of the Year award.
It takes a village... The South Lake Minnetonka area, downtown Excelsior in particular, has reached a level of vibrancy not seen in many years, if ever. While it’s hard to compare the current level of activity and excitement to the heyday of the prior century, it’s certainly true that the restaurant and shopping scene has drawn patrons to town in numbers not seen in this generation.
It is not a stretch to say that Excelsior has morphed from a “village on the lake” to a regional destination, and we believe that the community has been able to achieve this, not in spite of its historic aspects, but because of them. We live in a time when relatively few communities have a true downtown with any character or remaining historic edifice, and when there is a fortunate movement to embrace “local”, re-purposing and adaptation of space, and to re-embrace our roots in so many ways. Excelsior is a place where this can happen.
But it doesn’t mean it will happen without effort. The “brand” has to be built, partially because a growing percentage of our area residents are not native to the area, and partly because there are plenty of other cities and areas competing for shopping, entertainment and home-building dollars. People sometimes ask why our Chamber has been so highly focused on events. The reason is that we believe it’s proven to be an effective way to build the brand. When people come to town and have a great experience, they want to come back again and again, to eat, to shop, and possibly to even live here.
Given that the mission of this Chamber of Commerce aims to create a prosperous business climate and positive environment in the community, I’m especially pleased to see the current buzz. Indeed, however, it has taken a village to make this happen; the Chamber members and board, the multiple volunteers, event sponsors and the government and services of the City of Excelsior as well as that of other Cities of the South Lake Minnetonka area have cooperated admirably. On behalf of the Chamber, I offer my very sincere thanks to all who have helped and who continue to roll up their sleeves together year after year.
Angie Bean Bean’s Greenwood Marina 21945 Minnetonka Blvd. Excelsior, MN 55331 952.474.7942
Aaron Thompson Excelsior Real Estate 386 Oak Street Excelsior, MN 55331 952.486.7146
Gary Ezell Joey Nova’s 5655 Manitou Rd. Excelsior, MN 55331 952.405.2700
Nate Stangler Arbor Haus, LLC. 540 Lake Street; #2 Excelsior, MN 55331 952.917.9130
The 2014-2015 year for the Chamber can be described as a
year of strong growth in our two revenue sources – membership
and events. Thanks to the tireless effort of our staff, interns,
volunteers and overall strong commitment from the community,
the Chamber experienced healthy positive momentum. This
momentum paves the way for future success and growth for
years to come.
Chamber revenue comes from two sources — events and membership. As alluded to earlier, both sources have seen very healthy growth. Our Membership Director, Betty Sorenson, has led the charge and propelled membership dues income over 20% year-over-year to date. Our Executive Director, Laura Hotvet, interns, and countless volunteers have worked very hard to increase event participation thereby revenue to over 17% year-over-year to date. Gross profit on events is up over 30% year-over-year.
The Chamber used to be exposed to weather risk in regards to event participation and revenue. However, the Chamber has moved to a strong pre-registration revenue philos- ophy, which has eliminated some of that risk experienced in prior years.
Overview
The day-to-day accounting is managed by Cali Olson of Padgett Business Services, and is reviewed by the Treasurer
and full board on a monthly basis. The Chamber is current with all required filings and obligations. The continued
financial success of the chamber still greatly depends on active community and local municipal support along with
our tireless volunteers without which we could not succeed as well as we do.
Respectfully submitted, Michael Sluis, Treasurer
TREASURER’S REPORT
Cash Position
Revenue Expenses are comprised of two sources – event expenses and overall operating expenses of the Chamber. Expenses were up about 5% compared to last year, but this is mainly attributed to the strong growth of the events we had. The increased event participation naturally caused an increased expense. This category may experience further fluctuation as the Chamber’s marketing committee contemplates hoiday marketing efforts along with other year round marketing ideas.
The operating expenses remained inline with the last year. The operating expenses consist of payroll, rent, utilities, professional fees, et al. There were no substantial changes in these categories.
Future increases will be felt in years to come with regard to first-responder expenses. In prior years, the cost of police and fire pro- tection was either donated or borne by the communities involved or there was a small cost from some departments. The Chamber has been informed that the full cost of first-responder protection will be borne by the Chamber for future events like the 4th of July and the Chamber’s race series. This will increase expenses in this category.
Expenses Aside from the cash position discussed above, note the following:
• Other Current Assets – as we do not use accrual accounting, there are no accounts receivable.
• Fixed Assets – $4,600 book value for furniture and equipment. This increased from prior years due to technology upgrades to the Welcome Center.
• Accounts Payable – Payroll and credit card balances accumulate in between times it’s paid. As of the end of September, the balance is $6,429 and all reporting paid as agreed.
• Capital Contribution Fund – This was eliminated as part of the dues for 2014- 2015 and we stopped recognizing this fund in our balance sheet. The balance from the prior years was used for the technology and furniture upgrades. The Chamber has moved to maintain more of an operating reserve methodolgy rather an individual account.
• Total Liabilities and Equity – As of the end of September, the Chamber has $81,817.70 and it balances with Total Assets.
Balance Sheet
Summary & General
monitoring of the budget. Our improved financial position will
allow us to plan for unforeseen expenses, low event turnout, and
capital improvements. This helps our goal of maintaining a healthy
operating reserve.
Before going into specifics of our cash position, the current
balance in our accounts as of 10/14/15 is $73,562.00. This is
significantly larger than last year’s position of $28,000.00 at this
time. The large difference can be accredited to increased revenue
of our events, our new chamber membership dues collection
The Excelsior-Lake Minnetonka Chamber maintains its mission statement: “We continue to actively support and promote a healthy and dynamic business environment in Excelsior and surrounding area consistent with the unique historic character of Excelsior.”
MEMBERSHIP 2015 was a great year for membership. The Excelsior-Lake Minnetonka Chamber continues to grow at an outstanding pace. We continue our message to join this vibrant and dynamic chamber and businesses are listening! We have grown not only our new membership but have retained renewal membership at a record pace. Most folks you talk to remark on how much energy is around the South Lake area and we can’t wait to see what the future brings!
The chamber rolled out this group in 2014 and 2015 was a
year of establishing structure and goals for the future. The
ambassadors are active in welcoming new businesses to town
through ribbon cutting ceremonies, making on-site visits to
existing members and connecting with areas of potential
new members. In 2015, we created a membership tool kit
and a welcome packet that help new members get active and
involved. We have monthly meetings to discuss future efforts
and schedule site visits and other duties associated with
members. The ambassador’s goals for 2016 are:
1. To reach out to new members early on and encourage involvement in volunteering for events, chamber committees, and other efforts of our Chamber.
2. We would like to conduct a survey of existing membership as to what current events/programs are well received, what could be modified, and what may be eliminated. We would also like input of new events/programs could be created.
3. Facilitate the production of an Ambassador Club video to be featured on website demonstrating our outreach efforts.
This committee focuses on the downtown area of Excelsior
and meets the first Tuesday of every month. Its purpose is to
discuss issues pertaining directly to the downtown area and
includes City of Excelsior updates, work on events such as Crazy
Days and Girl’s Night Out, and business announcements. We
occasionally feature guests that directly address current events
facing retailers and service providers in the downtown area. The
goals for 2016 include creating a more formalized marketing
plan and structure to be a more effective group.
Ambassador Club
Annual Membership 2012-2015
Held on the 3rd Thursday of each month, this is a pleasant
way to get away from the office, meet other business owners,
promote your products & services and make connections. The
Chamber sends e-mail reminders of the date, time and special
guest speakers. We invite members and guests to make a
brief pitch to the whole group. Our meetings alternate between
breakfast and lunches so that more members can attend.
Monthly Member Meetings
Notes: FY 2013 included merger with the EDBG and hire of Membership Director; YTD 2014 and 2015 are through October 15.
Full Year Full Year YTD YTD 2012 2013 2014 2015
New Members --- --- 40 44
Renewal Members --- --- 140 148
Total Members --- --- 180 192
Year-Over-Year Dues Change --- $12,981 / 34% $7,150 / 14% $12,712 / 22%
Young Professionals The Excelsior-Lake Minnetonka Chamber’s Young
Professional Group started in October 2014. It was formed
to help emerging leaders grow professionally and personally
through networking, education, and community involvement
events. In the last year, the Young Professionals Group has
volunteered at many community events, including Art on
the Lake and Apple Day. They also organized and ran the
inaugural Excelsior Barrr Crawl, which sold nearly 400
tickets in its first year. Look for more new and exciting
events coming your way in 2016.
Our website offers everything you may need to know about the Excelsior-Lake Minnetonka area. From events like Girls Night Out and Lake Minnetonka 4th of July, to lists of the businesses in the area and things to do, we utilize our website for informing locals and visitors about this great area.
These stats represent 9/2/2014 – 9/1/2015:
Website www.excelsior-lakeminnetonkachamber.com
SESSIONS
112,648 66% increase from last year! DESKTOP 48% MOBILE 40% TABLET 12% A session is the period time a user is actively engaged with your website, app, etc. All usage data (Screen Views, Events, Ecommerce, etc.) is associated with a session.
PAGE VIEWS
392,581 81% increase from last year! Pageviews is the total number of pages viewed. Repeated views of a single page are counted.
USERS
80,051 69% increase from last year! NEW VISITORS 70% RETURNING VISITORS: 30% Users that have had at least one session within the selected date range. Includes both new and returning users.
PAGES PER SESSION
3.49 Pages/Session (Average Page Depth) is the average number of pages viewed during a session. Repeated views of a single page are counted.
POPULAR PAGES
Event pages, including Lake Minnetonka 4th of July, Art on the Lake, Apple Day, Luck O’ The Lake and Farmers’ Market continue to rank the highest in page views. Shopping, Girls Night Out, Community Calendar and Things to Do pages are also visited frequently.
COMMUNITY REACH
In addition to our local communities, we have high number of website visitors from the surrounding areas including Minneapolis, St. Paul, Eden Prairie, Plymouth, and lots of visitors from Chicago.
The Chamber subscribes to Constant Contact, an online communications and email-marketing platform. Constant Contact gives free subscriptions to Chambers. This year we updated the layout of our weekly newsletter to members and non-members to better present the upcoming events, member news, and updates from our members.
AVERAGE WEEKLY REACH
AVERAGE MONTHLY ENGAGED USERS
2,116 Engaged Users: The number of people who engaged with your Page. Engagement includes any click or story created (Unique Users). Total Reach: The number of people who have seen any content associated with your Page. (Unique Users)
This summer, we created an Instagram account to attract our younger audience and promote sharing of our events and the Excelsior-Lake Minnetonka area. We used hashtags like #LakeMtka4th and #ArtOnTheLake to stimulate community sharing.
These stats represent the main Excelsior-Lake Minnetonka Chamber Facebook page. Committee members and volunteers also manage separate Facebook pages for Girls Night Out, Farmers’ Market, Art on the Lake, 4th of July, Excelsior Apple Day, and the Lake Minnetonka Running Series events.
OUTREACH
Girls Night Out 35% average open rate
Excelsior Farmers’ Market Newsletter 50% average open rate
Excelsior Business Meeting News 45% average open rate
Media Relations The local media, in a community like the Excelsior-Lake Minnetonka area is a critical partner. The Chamber has important relationships with the local media. Press releases are sent out on a regular basis. Media Channels are listed below, but are not limited to:
• St. Paul Pioneer Press • MPLS/St. Paul Magazine • Lakeshore Weekly • WCCO (4) • KMSP-TV (9) • Twin Cities Live • KSTP -TV (5) • KARE 11 -TV • KNOW-FM
• WCCO - AM • KTMY FM 107.1 • MinnPost • Freelance • Lavender Magazine • American Craft Council • Deephaven Life • Victoria Gazette • Family Times Magazine
Social Media
• MN Parent Magazine • Pioneer Television • FOX 9 - TV • Sun Sailor • Growler Magazine • StarTribune • Minnesota Distance
Runners Association
Email Marketing
170 Followers
The following is an example of regular communications and the average open rate:
Excelsior Apple Day and Park Nicollet Apple of the Lake 5K and 1 Mile – September 19 A lakeside festival celebrating community, featuring locally produced foods, art, antiques,
handicrafts, kids korner, and a good old-fashioned streetdance.
• 80 years in existence
• 34 volunteers
Person of the Year The Excelsior-Lake Minnetonka Chamber of Commerce recognizes that its members continue
to offer their time and effort, significant contributions and an overall level of support and
enthusiasm to the community. The officers and members of
the Chamber recognize the need to award those individuals
that work hard to add value to the place where we love to
live, work and play. The award will be made at The Person
of the Year Celebration, held annually in April.
• 2015 Person of the Year – Mark Grap
• 9 sponsors
• 25 volunteers
Lake Minnetonka 4th of July Celebration The Excelsior-Lake Minnetonka Chamber of Commerce proudly hosts and produces the only public fireworks display on Lake Minnetonka, at the Commons Park in downtown Excelsior.
• 136 years in existence
Race participation:
• 392 runners
• 12 sponsors
• 44 volunteers
Excelsior Art on the Lake – June 13 & 14 This creative art experience connects the artist’s personal story with a vibrant lake community. Nestled in the park along the shores of Lake Minnetonka visitors enjoy fine art, entertainment, locally produced food, beer and wine. • 60 volunteers • 13 sponsors • 150 artists • 14 food vendors • 35 years in existence
Girls Night Out – June - August Weekly events targeting the female demographic to local businesses, shops and dining establishments. • 7 major sponsors • 28 participating businesses • 10 years in existence
Excelsior Farmers’ Market – Tuesdays, May - Oct This market strives to be a local community destination where the consumer can engage with the locally grown healthy food movement. Our goal is to promote awareness and education surrounding the food products offered. • 22 years in existence • 64 vendors
Events bring visitors to the area and help keep it vibrant. Marketing and promotions
highlight the many wonderful things about the Excelsior-Lake Minnetonka area.
EVENT REPORT
Jake O’Connor’s Luck o’ the Lake 5K – March 14 This is one of three running events in the Lake Minnetonka Running Series, hosted by the Chamber. • 1,023 runners • 13 sponsors • 54 volunteers
Crazy Days – July 16, 17, 18 This summertime street festival has been a part of downtown Excelsior for over 15 years. Businesses on Water Street open their doors and welcome shopper with bargains for three days in July. Combined with food vendors and activities for kids, this event is a not to be missed event for hot deals and good fun! • 42 vendors • 6 food vendors • kids activities
Internships The Excelsior-Lake Minnetonka Chamber of Commerce offers students internship opportunities to gain invaluable experience in event and program planning and
working closely with business owners.
“My summer at the Chamber was an incredible experience. Unlike other internships, this position gave me real tasks and responsi-
bilities that were pertinent to the success of our events and Chamber. From renting golf carts to troubleshooting ATM failure, Laura
and Betty trusted us to learn and do on our own, while helping us whenever we needed it. There were days that us interns ran the
show! As a hometown girl from Excelsior, I loved becoming an “Excelsior Celebrity”. This position has made me love this communi-
ty even more than I did (which seemed impossible). I learned so much from this summer, and couldn’t imagine it being any better.”
-- Intern, Madison Dinndorf
Streetscape The Downtown Business District in Excelsior is considered to be the heart of our shopping district, and “everyone’s downtown”, regardless of where you live in the South Lake area. Therefore, the Chamber works hard year-round to create a warm and inviting ambiance for visitors, no matter the season!
There are two specific plantings that occur each year: summer and winter. The summer planting includes colorful overflowing hanging baskets and containers lining Water Street filled with flowers. The winter planting includes garlands around light posts with pretty white lights, holiday banners, and street-lined containers filled with Christmas greens and dogwood. We also host the annual tree lighting of the giant evergreen by TCF Bank building, along with the trees at the Veteran Memorial by the post office. Last year, through the efforts of many, the historical wreaths were taken out of storage and refurbished with bows and hung all around the downtown and beyond. The Chamber appreciates and relies on donations for any amount to help cover the costs of the plantings, however, the largest cost is labor and maintenance.
Local independent businesses rely on an attractive shopping and dining experience throughout the year. Thank you for any contribution, it helps!
The Volunteer Group of 35 volunteers in their third season represent over 1,000 years of residency in the South Lake area. Staffing of the Welcome Center includes 2-5pm during the Farmer’s Market on Tuesdays, 3-6pm on Thursdays for Girl’s Night Out and 2 shifts on Saturdays and Sundays from 11am-2pm and 2pm-5pm, one person per shift. Special Event days include 2 people per shift. These events were Luck of the Lake, Art on the Lake, July 4th and Apple Day. There were also additional days when help was needed with bulk mailings. We plan to staff the Welcome Center during the Holidays following Chriskindlsmrkt on Saturdays and Sundays. We offer free gift wrapping for purchases from local Chamber businesses.
Our seasonal wrap up lunch is held in mid October to evaluate the season and estimate how we might improve the schedule and other aspects of the Welcome Center. The Excelsior City Council welcomes the input this group has about what we “hear on the street”. We will make a presentation to them as well as to the Chamber Board of Directors.
The Welcome Center has hosted visitors from 26 states and 57 cities: Texas, Utah, Wisconsin, California, Colorado, New York, Idaho, Ohio, Massachusetts, Indiana, Iowa, Arizona, Michigan, Nevada, Maryland, Tennessee, Washington, Arkansas, Virginia, Alabama, Oregon, Pennsylvania, Hawaii, Florida Missouri and Nebraska.
International visitors represented are from: Sweden, Japan, France, Mexico, Ukraine, Brazil, Denmark and Holland. Every once in a while exchange students will come in to select materials representative of the area to take home with them. Sometimes local students who are going away to school select maps and pictures to decorate their dorm rooms which remind them of home.
Of course one of the primary reasons the Welcome Center is open is to promote the Chamber member businesses. We get many questions about the area, and strive give answers.
PROGRAMS
Martie McGlasson Volunteer Coordinator
WELCOME CENTER The most often asked question is for public bathroom facilities. Here are some other general inquiries that have come our way: Where are public swimming pools? Where can we park a boat trailer? Disappointment in no air show this year. Diappointment in some stores not being open on Sunday. Where can we rent a wheelchair? Where is handicapped parking? A special needs group came to town to ride the trolley but it was not running as posted due to lack of volunteers. Bumper stickers from Excelsior? Requests for Calendar of Events as early as February – could they be printed earlier. Many people just stop to look at posters in the windows or to pick up local newspapers. Business membership inquiries frequently. Many times people just stop by to ask what there is to do in town. Requests for bicycle trail and park maps. Several requests to do band concerts – refer them to the City of Excelsior. There is a need expressed for sidewalks in the Mill St. neighborhood. Multiple requests for information regarding the Minnehaha and group charters. People come by to collect items for wedding gift bags for their guests.
We encourage visitors to comment about the area and how they remember it from years past. Here are a few of the descriptive words: Beautiful town, Very Nice, Terrific, Great mix of businesses, Still a lovely little city, Super helpful volunteers, Back for the 55th reunion from TX, We love it here! Thanks for all you do. Love the water (from Phoenix), Great memories, So glad we came! Nice people at the chamber. Fantastic steamboat, WOW Love it! Great place to walk, Super cute little place to visit! Outstanding city, Sweet friendly town, So glad you are preserving history, Awesome! Still love Excelsior, Peaceful and Beautiful, Lived in town from 1938-1964, Love it, grew up here!
Spring Park
Tonka Bay
Shorewood Excelsior
Contact: Dave Johnsen