Chisago Lakes AreaTourism Assessment Program

Case Study 2008-2011

Liz TemplinExtension Professor

University of Minnesota Extension

Lindstrom•Settled in 1853•Similar to Sweden•Population 4,442•Minneapolis: 35 mi

Vilmelm Moberg LindstromCollected storiesRequired reading for all children in Sweden

Lindstrom Tourism

•Swedish Tour Buses•Hazelden families

Welcome to your source forMinnesota tourism education and research!

University of Minnesota Extension• Founded as “Agricultural

Extension Service”• “Extend U research”• Community Economics:

– Retail Analysis and Development– Business Retention and

Expansion– Public Finance– E-Commerce– Tourism (tourism.umn.edu)

• Festival and Event Management• Customer Service• Tourism Assessment Program

Toolkit for communitiesAvailable on Amazon.com

Tourism Assessment ProgramBenefits

• Is tourism right for us? • What tourism trends are impacting us? • What are our tourism strengths and

weaknesses? • What are our tourism markets? • What are our tourism business opportunities?

Research Steps

1. Review existing data on the community

2. Community Visit– Community compiles list of

attractions– A tour of the city and area– Visits to sites and attractions– Casual conversations – A community forum: values,

strengths, weaknesses, opportunities and threats

3. Report with Recommendations

Lindstrom Findings• Strengths:– Water/lakes– Swedish heritage

• Weaknesses:– Lack of hospitality facilities (lodging)– Lack of community cohesiveness

• Opportunities – Being a Swedish tour destination – Day trips from Minneapolis – St Paul

• Threats– Lack of community cooperation– Traffic congestion

Tourism Reality• Reality: Lindstrom currently

hosts tourists– friends and family of residents– Swedish visitors wanting to

see Moberg sites – Hazelden– to people passing on their way

to other locations.

• Challenge: How to manage the visitor experience to the benefit of residents and business owners.

• Results!

Key Actions & Success Since 2008

1. Increased Community Cooperation2. Enhanced Marketing3. Expanded Attractions4. Preserving Lake Quality5. Expanding Lodging

1. Increased Community Cooperation

• Tourism committee:– Business leaders– City staff

• Chamber of Commerce:– Weekly email on upcoming group tours– Businesses obtained email addresses

City Efforts to Work with Businesses

•Weekly email updates •Business Breakfast •Market during road construction

2012 Road Construction:Saw financial impact of tourism!

New marketing realities

Many businesses believed a telephone was all they needed

Learning: If you’re not on the internet, customers can’t find you

Lindstrom On-Line Presence

No Website: 13%

WebsiteNo Website

Incorrect Google Places: 11%

Google Places Correct

Google Places In-correct

Missing Social Media

94% Not on Yelp (iPhone search) 96% not on Facebook

Yelp ClaimedYelp Not ClaimedYelp Not Listed

On FacebookNot on Facebook

Multi-Community Cooperation

2. Enhanced Marketing

3. Expand Attractions

4. Preserving the lake’s water quality

• Failing septic systems resulted in annexation to city

• Added rain garden

5. Expand Lodging Options

Challenges

• Funding for staff to do tourism marketing• Business use of the internet

Thank you

Liz Templintemplin@umn.edu