Outreach, public affairs and web
The Division of Parks and Trails is engaged in critical work to connect people to the outdoors. As part of the work in this project area, the new touch-screen kiosk project will increase awareness about outdoor recreation opportunities at Minnesota state parks and trails among underrepresented groups by creating and installing accessible, touch-screen kiosks with information in multiple languages, in high-traffic, family-oriented locations. Connection plans deliver Minnesota State Parks and Trails' messages to new audiences. The Division of Parks and Trails establishes partnerships to maximize resources in building participation in outdoor recreation. The kids' interactive website creates interactive, age-appropriate content for children 5-11 years old, motivating children to get outdoors. The virtual tours project provides web visitors with an immersive experience, allowing them to view and hear park, trail, and water trail scenes from 360 degrees or video snippets...the next best thing to actually being there.
The Division of Parks and Trails is working to increase awareness about outdoor recreation opportunities among groups currently underrepresented at state parks and trails (families with young children, people with disabilities, people whose primary language is not English). Instead of waiting for them to come to us for information (by visiting, calling or going to our website), we are going to them by placing eye-catching kiosks in high-traffic locations that they frequent. By enhancing our children's programming on the website, we are encouraging youth to develop a lifelong interest in and stewardship for state parks and state trails. (It's hard to say no to a child who asks to go to a park or to go camping.) People who are new to state parks or state trails often have a difficult time selecting which to visit and may not be aware of the features that make each park unique. Online virtual tours of each location act as trip planning visual aids, helping people select which park or trail they want to visit and establishing what to expect once they arrive.
$28,572,000 the first year and $25,524,000 the second year are for state parks, recreation areas, and trails to:
(1) connect people to the outdoors;
(2) acquire land and create opportunities;
(3) maintain existing holdings; and
(4) improve cooperation by coordinating with partners to implement the 25-year long-range parks and trails legacy plan.
$21712000 the first year and $22149000 the second year are for state parks recreation areas and trails to:
(1) connect people to the outdoors;
(2) acquire land and create opportunities;
(3) maintain existing holdings; and
(4) improve cooperation by coordinating with partners to implement the 25-year long-range parks and trails legacy plan
Outreach program to maximize media relations, marketing and promotion, web and social media, and multicultural outreach to help visitors know what to expect; better set visitor expectations for different facilities and experiences.
• Signage specialist to develop a comprehensive, user-focused signage strategy and lead the implementation across the system.
• Organize digital assets, especially DEI photos, to ensure efficient use. Update legacy digital assets to ensure electronic accessibility for the public.
• Advance Customer Journey mapping and engagement with under-represented communities.
• Build key partnerships with urban and BIPOC audiences--introducing the statewide system to urbanites.
• Provide self-service interpretation at rustic, core and destination parks and trail units. Provide guest speakers at destination and select core parks.
• Wayfinding signage improvement to create a welcoming environment for ALL visitors.
• Promote experiences, programs and activities across diverse markets.
• Digital images of our system no longer reflect current conditions; panoramic, reservation system images, and virtual tours need refresh to stay relevant.
• Provide support for new partnership development program; statewide library program and enhanced volunteer program.
• Utilize non-peak times & locations to promote new programming for diverse audiences.
• Funding to cover about 50 class trips to parks for about 1,500 students who might not otherwise have the opportunity to visit state parks.
• Influencer pilot program to reach new audiences & share their PAT experiences with their own followers.
• Focus on BIPOC influencers to reach diverse communities. DEI Staff Training and Development. DEI District Partnerships to build relationships with organizations and community leaders to better reach our target markets.
$21712000 the first year and $22149000 the second year are for state parks recreation areas and trails to:
(1) connect people to the outdoors;
(2) acquire land and create opportunities;
(3) maintain existing holdings; and
(4) improve cooperation by coordinating with partners to implement the 25-year long-range parks and trails legacy plan
(a) $19819000 the first year and $20777000 the second year are for state parks recreation areas and trails to:
(1) connect people to the outdoors;
(2) acquire land and create opportunities;
(3) maintain existing holdings; and
(4) improve cooperation by coordinating with partners to implement the 25-year long-range parks and trails legacy plan
(a) $19819000 the first year and $20777000 the second year are for state parks recreation areas and trails to:
(1) connect people to the outdoors;
(2) acquire land and create opportunities;
(3) maintain existing holdings; and
(4) improve cooperation by coordinating with partners to implement the 25-year long-range parks and trails legacy plan
$16584000 the first year and $18891000 the second year are for state parks recreation areas and trails to:
(1) connect people to the outdoors;
(2) acquire land and create opportunities;
(3) maintain existing holdings; and
(4) improve cooperation by coordinating with partners to implement the 25-year long-range parks and trails legacy plan.
$16584000 the first year and $18891000 the second year are for state parks recreation areas and trails to:
(1) connect people to the outdoors;
(2) acquire land and create opportunities;
(3) maintain existing holdings; and
(4) improve cooperation by coordinating with partners to implement the 25-year long-range parks and trails legacy plan.
In FY 2018 four touch-screen kiosks provide multi-lingual information about Minnesota state parks state trails and water recreation opportunities. Two kiosks are permanently installed at the Minnesota Zoo and Midtown Global Market. The other two rotate to high-traffic areas frequented by families. Currently they are located at the Rondo Community Center and at the Duluth Library. New monitors were installed and all of the content was updated in 2017. Based on historical use patterns we expect at least 16 000 unique visits at the four kiosk locations in FY18. Two of the original six touch-screen kiosks purchased in 2010 have been retired/recycled due to their age and the cost to update/maintain them.
Pending program information.
$17237000 the first year and $18067000 the second year are for state parks recreation areas and trails to:
(1) connect people to the outdoors;
(2) acquire land and create opportunities;
(3) maintain existing holdings; and
(4) improve cooperation by coordinating with partners to implement the 25-year long-range parks and trails legacy plan.
New in FY 2017 a kiosk has been set up at Highland Park Community Center and kiosks are expected to be set up soon at the Edgewater Hotel and Waterpark in Duluth as well as at a hospital in the Twin Cities area.
Based on historical use patterns we expect at least 24 000 unique visits at these six locations in FY17.
DNR kiosks recorded a total of 24 704 unique visits in FY 2017 exceeding the goal of 24 000. There have been more than 210 500 unique visits to the kiosks since 2010 with total pages views totaling more than 2.6 million.
Kiosk locations in FY 2017 included
•Highland Park Community Center
•Edgewater Hotel (Duluth)
•Fort Snelling State Park
•Maplewood Community Center
•Battle Creek Community Center
•the Duluth Zoo
•the Minnesota History Center
•REI store (Roseville)
•Midtown Global Market
•and the Minnesota Zoo.
Languages offered besides English included Hmong Russian Somali Spanish and Vietnamese with Spanish being the most requested.
$17237000 the first year and $18067000 the second year are for state parks recreation areas and trails to:
(1) connect people to the outdoors;
(2) acquire land and create opportunities;
(3) maintain existing holdings; and
(4) improve cooperation by coordinating with partners to implement the 25-year long-range parks and trails legacy plan.
New in FY 2016 a kiosk has been set up at Arlington Hills Community Center (in St. Paul) Battle Creek Community Center the Minnesota History Center the Duluth Zoo and the Rochester Children’s Museum. Kiosks remain at Midtown Global Market (Minneapolis) and the Minnesota Zoo. Based on historical use patterns we expect at least 24 000 unique visits at these six location in FY16.
DNR kiosks recorded a total of 29 685 unique visits in FY 2016 up from 28 162 in FY2015 and in excess of the 24 000 goal. Total visits to the kiosks since the first one was installed now top 190 000 with total pages views totaling nearly 2.5 million.
Kiosk locations in FY 2016 included Arlington Hills Community Center (in St. Paul) Battle Creek Community Center Cabela’s (Woodbury) the Rochester Children’s Museum the Duluth Zoo Midtown Global Market the Minnesota History Center the New Brighton Community Center Oxford Community Center (in St. Paul) REI store (Roseville) and the Minnesota Zoo.
Languages offered besides English included Hmong Russian Somali Spanish and Vietnamese with Spanish being the most requested.
$16821000 the first year and $16953000 the second year are for state parks recreation areas and trails to:
(1) connect people to the outdoors;
(2) acquire land and create opportunities;
(3) maintain existing holdings; and
(4) improve cooperation by coordinating with partners to implement the 25-year long-range parks and trails legacy plan.
New locations in FY 2015 have included Maplewood Community Center Oxford Community Center (in St. Paul) and Coffman Memorial Union at the University of Minnesota. We did not move the kiosks to any special event this year because the benefit did not seem to outweigh the moving cost (about $300 roundtrip)., The Minnesota State Parks Research Report 2012 shows that Minnesotans want and need vital information so they can better use and enjoy Minnesota state parks (and trails). Connection plans proactively reach people to provide this information. This is especially important in reaching people who are not yet familiar with Minnesota State Parks and Trails.
DNR kiosks recorded a total of 28 162 unique visits at six locations in excess of the 24 000 goal. Total visits to the kiosks since the first one was installed now top 150 000.
New kiosk locations in FY 2015 included Maplewood Community Center Oxford Community Center (in St. Paul) Coffman Memorial Union at the University of Minnesota and New Brighton Community Center.
Languages offered besides English included Hmong Russian Somali Spanish and Vietnamese with Spanish being the most requested.
, Two connection plans were executed during this time period resulting in Minnesota State Parks and Trails' messages being seen/heard 8 807 055 times (each representing a gross impression).
The 2014 Minnesota State Parks and Trails Feel the Wow of Fall campaign was highly successful resulting in an increase in visitors as measured by sales of the Minnesota State Parks one-day and year-round permits and occupancy rates during September/October (combined). The Minnesota State Parks Gift Card - Holidays Campaigns 2014 promoted outdoor recreation through increased sales of the Minnesota State Parks gift card for the holiday season.
The number of impressions does not include the Minnesota State Parks and Trails For Real Campaign 2015 (advertising interpretive/naturalist programs) as much of it occurred in Fiscal Year 2016.
Many impressions cannot be measured for example commercials that stream on radio stations’ websites or other websites. There aren’t reporting services that measure these.
$16821000 the first year and $16953000 the second year are for state parks recreation areas and trails to:
(1) connect people to the outdoors;
(2) acquire land and create opportunities;
(3) maintain existing holdings; and
(4) improve cooperation by coordinating with partners to implement the 25-year long-range parks and trails legacy plan.
Two new kiosk locations were added in FY 2014: the new Cabela's store in Woodbury and the REI store in Bloomington. Kiosks were also located at Midtown Global Market Rosedale and the Minnesota Zoo. The kiosk also traveled to two special events: the Minnesota State Fair in August and to the Outdoor Adventure Expo at Midwest Mountaineering in November., Minnesota State Parks and Trails is currently in the early implementation stage for connections plans for 2014.
Now that the novelty of the kiosks is wearing off and we are into our fourth year of seeking host locations we are not getting as much traffic at each kiosk as we did initially. We have been adding brochure racks to the kiosks as we move them around though so they have helped us get brochures into people's hands right at the kiosk rather than requiring them to request the publications via mail or email. Rosedale has been a particularly good location for distributing publications., 10.5 million total advertising impressions have been made in the first half of FY14
Sec. 3. Department of Natural Resources
(a)$14262000 the first year and $14603000 the second year are for state parks recreation areas and trails to:
(1)Connect people to the outdoors;
(2)Acquire land and create opportunities;
(3)Maintain existing holdings; and
(4)Improve cooperation by coordinating with partners to implement the 25-year long-range parks and trails legacy plan
New kiosk locations in FY 2013 included 3M and Hennepin County Service Center while kiosks remained in place at the Minnesota Zoo Midtown Global Market Brookdale Library and Rosedale. Based on traffic patterns the previous year we stuck with our goal of logging 3 000 unique visits per month or a total of 36 000 unique visits for the year.
Kiosk use at 3M and Hennepin County Service Center was less than anticipated (double digits rather than triple digits each month) and the kiosks logged 29 061 unique visits during the year short of the 36 000 goal. We will continue to move the kiosks around in an effort to reach new people in new locations.
Sec. 3. Department of Natural Resources
(a)$14262000 the first year and $14603000 the second year are for state parks recreation areas and trails to:
(1)Connect people to the outdoors;
(2)Acquire land and create opportunities;
(3)Maintain existing holdings; and
(4)Improve cooperation by coordinating with partners to implement the 25-year long-range parks and trails legacy plan
Based on the popularity of the kiosks the first year we set a goal of reaching 3 000 new people (or logging at least 3 000 “unique visits”) per month in year two. Locations for the kiosks between July 2011 and June 2012 included the Minnesota Zoo the Minneapolis-St. Paul International Airport (baggage claim area) the Mall of America (near the north entrance to the amusement park) Rosedale Center (food court area) Midtown Global Market—and new in FY 2012—Maple Grove Community Center Shoreview Community Center Brookdale Library and the Hartford. , The Minnesota State Parks Research Report 2007 shows that Minnesotans want and need vital information so they can better use and enjoy Minnesota state parks (and trails). Connection plans proactively reach people to provide this information. This is especially important in reaching people who are not yet familiar with Minnesota State Parks and Trails.
In FY 2012 alone there were 42 820 unique visits to the kiosks surpassing the goal by 12 820. From August 2010 through June 2012 the kiosks cumulatively logged 69 122 “unique visits” and more than a million page views., Six connection plans were executed during this time period producing 13 385 053 gross impressions (number of times the message was seen/heard).
The first kiosk was installed in August 2010 at the IDS Crystal Court. Subsequently kiosks were also installed at the Minnesota Zoo the Minneapolis-St. Paul International Airport (baggage claim area) the Mall of America (near the north entrance to the amusement park) Rosedale Center (food court area) Midtown Global Market. A "traveling" kiosk made its debut at the 2010 Minnesota State Fair and then traveled to the Great Hall at the State Capitol. Our target the first year (FY 11) was to reach at least 10 000 new people that we were not currently reaching through existing communication channels.
Through June 15 2011 the kiosks logged 30 064 “unique visits” (our proxy for “new people”) including more than 10 000 views of the pages in other languages (Spanish Hmong Somali Vietnamese and Russian).
Our goal is to create six accessible multi-lingual touch-screen kiosks that can reach visitors with information about Minnesota state parks and trails., Historically the Division of Parks and Trails had not been able to allocate resources to advertising. The Minnesota State Parks Research Report 2007 shows that Minnesotans want and need vital information so they can better use and enjoy Minnesota state parks (and trails). The goal of the connection plan was to deliver nineteen million impressions; in other words the message would be seen/heard nineteen million times. This goal of nineteen million impressions is a start toward proactively providing this information to motivate the target audience to participate in outdoor recreation. , Another initiative was to establish a new connection point with young children and their parents using a method of receiving information that was highly relevant to them: the Internet. The current DNR website has very little engaging age-appropriate content for young children and the new Minnesota State Parks and Trails kids’ website will break new ground for the agency., One hundred fourteen panoramic virtual tours. Each year an RFP will go to vendors to shoot and package a virtual tour for a specific state park state water trail or state trail. Because a virtual tour may convey multiple seasons and must include peak summer scenes each virtual tour contract typically spans two fiscal years with the contract finalized in one and the final product submitted in the next.
We contracted with a Minnesota company to design and build the six touch-screen kiosks according to our specifications. None were installed yet by June 30 2010 (thus the quantity of 0 people reached)., Three campaigns were executed in Fiscal year 2010 producing 11 765 784 gross impressions. Results are being seen as witnessed by increased revenue Minnesota State Parks vehicle permit sales and program attendance. It's important to continue building upon this foundation to accomplish the goal of increasing participation in outdoor recreation.
Eight campaigns executed in fiscal year 2011 produced 13 422 917 gross impressions. Results are being seen as witnessed by increased revenue Minnesota State Parks vehicle permit sales and program attendance. It's important to continue building upon this foundation to accomplish the goal of increasing participation in outdoor recreation. , A vendor was selected after an RFP process in FY10 and initial development and programming of the standalone Flash-based kids’ site has concluded. The site was in beta testing during the period of 01/01/11-06/30/11 and is expected to launch on the public DNR website during winter 2011. After the new site has been publicly announced we will begin measuring page views and other metrics to track its ongoing success., Twenty seven state parks have standardized virtual tours either posted or ready to post to the division’s website.
Eight state parks have virtual tours currently under contract.