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Report
Lack of winter impacts tourism in Minnesota
AccuWeather
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2/26/2024
Many of Minnesota's biggest winter attractions were affected by higher-than-normal temperatures.
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News
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00:00
Now the upper Midwest is experiencing one of the warmest winters on record.
00:05
But for many and for many, they may like that.
00:07
Yes, many businesses and communities that rely on tourism.
00:11
It has been a brutal winter economically.
00:14
Shani Qian is the director of the University of Minnesota Tourism Center
00:18
and is joining us this morning.
00:20
Ms Qian, thank you so much for being here.
00:22
We appreciate you waking up with us.
00:25
Thank you so much for having me here today.
00:27
Absolutely. Let's dig right in here,
00:29
because, you know, it really is on a lot of our minds with how warm it's been.
00:32
Can you tell us how the lack of snow and missed opportunities for,
00:36
let's say, like ice fishing, skiing, snowmobiling
00:39
and other outdoor activities is impacting the state?
00:42
Yes, that's a great question.
00:45
So far, we have not conducted a formal study.
00:48
However, we have heard stories from communities about, for example,
00:53
they are lodging properties having low occupancy rates,
00:56
small rental businesses, they are way short of revenue goals
01:00
and plummeted ice fishing activities on lakes.
01:03
If the studies that we have done with our colleagues in recent years
01:08
can lend any insight, we can have a general sense of the economic impact.
01:12
By and large, overnight visitors in Minnesota
01:15
spend between $140 and $150 per person per day.
01:20
And typically hotels, restaurants and bars, gas stations,
01:25
outfitters and rental businesses and attractions
01:28
generally benefit the most from visitors' direct spending.
01:32
And so fewer visitors do have a direct economic impact
01:37
on tourism businesses and communities that feature winter activities prominently.
01:42
You know, and I think you have to go back.
01:44
I'm not sure how long you've been at the University of Minnesota,
01:47
but in your experience, have you ever seen a winter like this one?
01:52
And are there any winter events or festivals that were canceled or scaled back?
01:57
Yes, so clearly I am a transplant, and in my 13 years living in Minnesota,
02:04
I have not seen a winter season like this one.
02:06
And the folks who have lived in Minnesota for way longer have also attested
02:11
that they have not seen a winter season like this one either.
02:15
And yes, there are a large number of canceled or scaled back winter events.
02:20
For example, the John Bear Gry's sled dog marathon,
02:24
the Minnesota Ice Festival, Maple Lake Ice Fishing Derby,
02:28
they were all canceled.
02:29
And these were just three out of a much longer list across the state.
02:33
And the U.S. Pond Hockey Championship, it did have its opening weekend.
02:39
However, above average temperatures led the organizers to cancel
02:43
the second weekend.
02:45
And the Art Shanty project on Lake Harriett in the Twin Cities area,
02:49
it was postponed for a week, and that was a lost week.
02:53
Oh, wow. I hate to hear all those events having to be canceled.
02:56
Now, look, in terms of helping out these businesses and communities,
03:00
what kind of help does everyone need, especially as temperatures
03:03
stay pretty warm?
03:04
And how is the University Tourism Center working with those businesses?
03:07
Yes, really important questions.
03:11
So great timing in the sense that we are attending
03:14
the state's annual tourism industry conference this afternoon and all day
03:18
tomorrow. So we definitely are going to have lots of conversations
03:22
with conference attendees who cover a broad range of the industry.
03:27
And so we can learn more about their needs and their ideas
03:30
about how they are going to adapt going forward and figure out
03:33
how the tourism center can help.
03:35
And we are also working with the Minnesota Climate Adaptation Partnership
03:40
to co-host a webinar on climate adaptation and outdoor recreation in mid-March.
03:45
So we'll have a moderated conversation with outdoor recreation leaders
03:49
across the region about how these businesses and events can plan for
03:53
and adapt to the changing climate.
03:55
But if you have one more minute, I can share more ideas.
03:59
But if my time is up, I appreciate having me here today.
04:04
I appreciate that so much.
04:06
Thank you for being so considerate of timing.
04:08
We do have about 45 seconds or so if you do have a quick idea or two.
04:11
Yes, of course.
04:13
I would say one possibility is a greater need for near real time
04:18
awareness campaigns.
04:20
And that means leveraging your marketing channels and networks
04:24
to increase awareness among past and potential customers
04:28
about current ice and snow conditions when they are great.
04:32
However, if ice or snow conditions
04:35
is lacking like this year, then it is all the more important
04:40
to share tourism and outdoor recreation opportunities
04:43
that do not rely on snow or ice.
04:46
Excellent information this morning.
04:49
Shinichi, and thank you so much for joining us.
04:51
Director of the University of Minnesota Tourism Center.
04:53
We really appreciate your insight and best of luck going forward.
04:56
Hopefully there are ways to turn everything around.
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