--- ## author: Beck, Megan date: D:20260428114647-05'00' --- ## Economic Development Commission Agenda April 28, 2026 | 7:30 AM ## Ash Conference Room Questions regarding this meeting will be taken between the hours of 8:00 a.m. and 4:30 p.m. via planning@woodburymn.gov or by calling 651-714-3 533 and leaving a voicemail message. ## P lease note that the times listed below are estimates and are subject to change. The City of Woodbury is subject to Title II of the Americans with Disabilities Act, which prohibits discrimination on the basis of disability by public entities. The City is committed to full implementation of the Act to our services, programs and activities. Information regarding the provisions of the Americans with Disabilities Act is available from the City Administrator’s office at 651- 714-3523. Auxiliary aids for disabled persons are available upon request at least 72 hours in advance of an event. Please call the ADA Coordinator at 651-714-3523 (TDD 651-714-3568) to make arrangements. 1.7:30 AM- Call to order 2.7:32 AM- Roll call and introductions 3.7:33 AM- Approval of meeting minutes – February 24, 2026 EDC Meeting ## 4.7:35 AM- Ice Breaker ## 5.7:40 AM- EDC Memorandum Changes 6.7:50 ## AM- Destination: Woodbury Update ## 7.8:20 AM- Economic Development Indicator Dashboard ## 8.8:35 AM- Mayor’s Business Outreach Update 9.8: 55 AM- Development update 10. 9:00 AM- Adjourn ## Attachments: 1.EDC Memo 26-04 2.February 24, 2026 EDC Meeting Minutes ## 3.Economic Development Indicator Dashboard ## Economic Development Commission Memorandum 26-04 To: EDC Members From: Jamie Fritts, Housing and Economic Development Manager Date: April 24, 2026 ## Re: April 2 8, 2026 EDC Meeting The Economic Development Commission (EDC) is scheduled to hold a meeting on April 28, 2026, at 7:30 a.m. in the Ash North and South Conference Room at City Hall, 8301 Valley Creek Road. 1. Call to order 2. Roll call and introductions 3. Approval of February 24, 2026 EDC meeting minutes ## 4. Ice Breaker “If you could open a business tomorrow in Woodbury what would it be?” ## 5. EDC Memorandum Changes You will notice some modifications to the meeting format to make discussion items more engaging, with the goal of maximizing participation and generating more robust recommendations and actionable feedback. These changes will also provide more clarity as to the objective of the EDC discussion (information purposes or policy direction, etc.). Staff recently attended training regarding meeting facilitation and these change are a result of that training. Changes include: • Stating the level of participation requested from commissioners for each agenda item (inform, consult, involve, collaborate, and empower). • Defining a clear objective for each discussion item to ensure conversations conclude with the intended outcomes outlined in the memorandum. • Incorporating activities to increase engagement for discussion items that require higher levels of participation and influence on decision-making. Staff will discuss these changes in more detail at the April EDC meeting. ## 6. Destination: Woodbury Update ## Review Quarterly Dashboard Metrics – (Inform) April 5 marked the one-year anniversary of Destination: Woodbury. Year one focused on building a strong foundation, including launching the website and supporting marketing tools. At the EDC meeting, staff will review the first-quarter dashboard and DMO key performance indicators. ## EDC Memo 26-04 ## April 28, 2026 EDC Meeting Page 2 Key highlights from the dashboard include: • A 12-month hotel occupancy average of 70 percent—a significant milestone not reached since before the pandemic. • A five-second increase in website engagement in the first quarter compared to 2025 totals, with the highest engagement on the dining page (59 seconds). Note: the website launched in April 2025 meaning there aren’t year-over-year comparisons available. • Total visitor spending rose eight percent in the first quarter, with the largest increases in accommodations (nine percent) and dining (eight percent). • Markets showing the most growth in the first quarter include the Dallas–Fort Worth, Milwaukee and Washington, DC-Maryland region. As a reminder, this is the first full year of DMO operations, with formal performance measurement tracking beginning in 2027. Objective: Discuss dashboard metrics to identify key trends, strengths, and gaps, and answer questions commissioners may have regarding the data. ## Recent Projects Completed – (Inform) Staff implemented Wi-Fi sponsorships at Central Park and M Health Fairview Sports Center. When users log onto the public Wi-Fi at either facility, a splash page appears featuring the DMO logo, followed by a forced redirect to a landing page on the DMO website. While Central Park Wi-Fi was implemented very recently, the Sports Center has been active since March and has generated more than 500 users for the website. Another recent project involved the Explore Minnesota grant. Under the grant guidelines, the DMO was required to spend $4,000 to receive $2,000 in reimbursement for specific tactics. Due to new website accessibility requirements, staff applied the grant toward a platform called AudioEye, which automates accessibility improvements, saving staff time while ensuring a more inclusive website experience. Objective: Update commissioners on recently completed tasks and projects and answer questions commissioners may have. 2026 Initiatives – (Consult) Staff have emphasized making the DMO marketing tools more actionable for visitors in year two. Several projects are underway to support this initiative. ## Quarterly E-Newsletter A key benefit of an e-newsletter is the ability to promote tourism to a targeted audience. Staff evaluated two vendors for the Know & Go e-newsletter logo and template design and selected Pernsteiner based on the strength of its proposal and its ability to expand the current brand in a modern, visually appealing way. Concept options will be presented at the EDC meeting. ## Content Creator Visits After evaluating two content creator platforms, staff selected Shrpa based in Rochester, MN. Shrpa connects destinations with content creators and local contributors to produce diverse, authentic visual content and itineraries across marketing channels. This approach supports efforts to inspire visitors to ## EDC Memo 26-04 ## April 28, 2026 EDC Meeting Page 3 Woodbury and increase engagement with the local amenities. These content creators are also mini- influencers who will promote the new content on their channels as well. ## Summer Marketing Campaign Marketing campaigns are a great way to expand reach and visibility in key visitor markets, especially during Minnesota’s busiest travel season. The summer marketing campaign will leverage our convenient location and growing number of tourism offerings, connecting visitors to local amenities and businesses, extending their stays and promoting Woodbury as a home base to the region. Staff will share a high-level media plan at the meeting. ## Sizzle Reel Video Production Destination marketing organizations often produce a primary tourism video to showcase their communities. While TrueLens Media has and will continue to support the creation of DMO videos highlighting local amenities and activities, they referenced other vendors to incorporate high-speed drone footage; therefore, staff is collaborating with a production company that specializes in high- speed drone videography. Staff are seeking input from commissioners on which community locations and events should be featured in DMO video content. Commissioners should be prepared to discuss Woodbury locations and amenities that best showcase the city, identify priority events and activities, and evaluate how selected content can effectively promote overnight stays at local hotels. Objective: Identify and prioritize a targeted set of locations, events, and content for DMO video production that enhances the destination brand, aligns with visitor goals, and is likely to drive measurable increases in visitor engagement with digital content. 2027 Budget Priorities – (Consult) Staff will present budget priorities to the EDC this month, building on prior discussions about budget categories. The focus will be on Advertising & Promotion, Technology Support & Services and Professional Services within the DMO budget. Discretionary items within the 2027 budget are meant to be somewhat flexible, as opportunities may arise within specific budget categories. All tactics are intended to align with the goals and objectives of the current strategic plan, while remaining nimble enough to respond to emerging opportunities that may inform the next strategic plan. Objective: Discuss discretionary budget categories and marketing tactics highlighted in 2027 budget priorities. ## Budgeted ## Amounts ## Main ## Categories ## Sub-categories Details ## $700,000 LODGING ## REVENUE In line with 2025 revenue actuals ($696,000) ## EXPENSES $152,100 Advertising & ## Promotion ## Digital Marketing and Sponsorship • 2027 marketing campaign • Event sponsorships ## EDC Memo 26-04 ## April 28, 2026 EDC Meeting Page 4 • Content creators/influencers • Social media advertising ## Print Marketing • New visitor guide production/printing • Print advertising • Parks and trails map updates ## Event Promotion • Tradeshow banners • Event signage • Tradeshow giveaways $75,600 Technology Support & ## Services ## Website Hosting ## • Content Management System ## • Customer Relationship Management • Support ## Web Accessibility • Compliance • Automated fixes ## Data Analytics ## Subscriptions • Visitation and spending • Hotel performance data ## Website Tools & ## Email ## Subscriptions • Website pop-up widget • Constant Contact software $40,000 Professional ## Services ## Strategic ## Planning • Strategic plan implementation ## Search Engine ## Optimization ## • Website SEO Analyst support • Ongoing site checks, technical fixes, AI readiness ## DMO Strategic Plan – (Inform) The current three-year plan—the first for the DMO—is in its final year and will need to be updated, as noted in the 2027 budget priorities. Staff will engage the EDC at a future meeting (in 2026) to begin developing the next strategic plan. ## 7. Economic Development Indicator Dashboard-(Inform) Attached to this EDC meeting packet is an updated draft of the Economic Development Dashboard prepared by LOCi Consulting. The dashboard compares Woodbury to similar metropolitan area cities to illustrate how the community performs relative to its peers across a range of economic and demographic indicators. Staff will lead a discussion to provide additional context and interpretation of the data presented. Objective: Evaluate and interpret dashboard metrics to identify key trends, strengths, and gaps relative to peer communities, and answer questions commissioners may have regarding the data. ## EDC Memo 26-04 ## April 28, 2026 EDC Meeting Page 5 ## 8. Mayor’s Business Outreach Update-(Consult) City staff facilitated the first quarterly business sector meeting with the Mayor in February and hosted the meeting at City Hall. The initial session focused on the city’s hotel sector and was attended by management representatives from five Woodbury hotels. Staff will provide a recap of the meeting and share key takeaways related to the venue, agenda structure, and discussion topics. The next planned sector meeting will focus on Woodbury’s retail sector. This meeting will be coordinated with Public Safety’s community relations team and will build upon their existing quarterly retail check-ins. Attendees typically include managers from major retailers such as Target and Walmart, as well as property owners and managers from large retail centers such as Tamarack and Woodbury Village and Woodbury Lakes. In preparation for this second meeting, staff are seeking input from commissioners on potential agenda topics and key discussion points. Commissioners should consider feedback from the first sector meeting, identify opportunities for improvement, and tailor suggestions to the anticipated retail audience. Objective: Refine the structure and content of future sector meetings by incorporating lessons learned from the initial session and securing targeted EDC input on agenda topics and discussion priorities that will deliver value to both the City and retail stakeholders at the upcoming outreach meeting. ## 9. Development Update Staff will provide a project update, if time allows. 10. Adjourn Respectfully submitted, ## Jamie Fritts ## Housing and Economic Development Manager cc: Mayor and Councilmembers ## Jeffrey Dahl, City Administrator ## Angela Gorall, Deputy City Administrator ## Janelle Schmitz, Community Development Director ## Eric Searles, Assistant Community Development Director/City Planner ## Eric Satre, Destination Marketing Manager ## CITY OF WOODBURY ## ECONOMIC DEVELOPMENT COMMISSION MINUTES February 24, 2026 Pursuant to due call and notice thereof, a meeting of the Economic Development Commission was held at Woodbury City Hall, 8301 Valley Creek Road, on the 2 4 th d ay of February 2026. ## ITEM 1. CALL TO ORDER Chair Emanuel Ekstrom called the meeting to order at 7:30 a.m. ## ITEM 2. ROLL CALL Upon roll call the following members of the EDC were present: Emanuel Ekstrom, Michael Zoladkiewicz, Philip Rush, Tim Horton, Amy Schmidt, Jory Deloach, Silwai Ing, Erik Simonson, and William Sevold. ## Absent: Erich Mische and Paul Leindecker Also present: Janelle Schmitz Community Development Director, Jamie Fritts, Housing and Economic Development Manager, Eric Satre, DMO Manager. ## ITEM 3. APPROVAL OF MINUTES MOTION: Emanuel Ekstrom moved to approve the minutes from the January 27, 2026 EDC meeting. ## SECOND: Amy Schmidt VOTE: All in favor: Emanuel Ekstrom, Michael Zoladkiewicz, Philip Rush, Tim Horton, Amy Schmidt, Jory Deloach, Silwai Ing, Erik Simonson, and Bill Sevold. ## AGAINST: None ## ABSENT: Erich Mische and Paul Leindecker ## ITEM 4: REVIEW OF DRAFT 2025 COMMUNITY DEVELOPMENT ANNUAL REPORT Mr. Fritts discussed the updated draft of the 2025 Community Development Annual Report with the commission. He stated the updated version includes edits and suggestions provided by the commission at the January EDC meeting. In addition, Mr. Fritts stated there are several new pages regarding historical reinvestment permit trends and city efforts to assist local public schools and charter schools with large remodel and expansion projects. Mr. Fritts stated the new pages will be considered deep dives and related to the report’s theme of Comprehensive Plan Guiding Principles. Mr. Fritts asked the commission if there were any items that stood out as needing to be addressed instead of reviewing the document page by page. Several commissioners brought grammatical, spelling, and formatting suggestions to the attention of staff. Staff documented the suggested edits and stated the report will be updated accordingly. Other items discussed were citations for data sets within the report, alternatives for displaying data to enhance messaging, and suggestions for images that could be used instead of what is currently in the draft report. ## Economic Development Commission Meeting Minutes February 24, 2026 Page 2 Mr. Fritts thanked the commission for their feedback and stated suggestions and edits will be incorporated into the final plan which will then be distributed to City Council in March. ## ITEM 5: DESTINATION: WOODBURY UPDATE Mr. Satre provided DMO updates which included the Explore Minnesota Conference, Slick City grand opening, and interviews with Twin Cities Business Journal and Woodbury News Net. He stated the Destination: Woodbury website was awarded best destination website in the state at the conference. He thanked the commission for its work on the website and developing a high quality product that received recognition at the state level. He also provided an update on key takeaways from the conference which included utilizing social media and influencers to highlight local businesses. Mr. Satre then discussed the 2027 budget process and the budget items to be included. He explained the sources of revenue currently available to the DMO, namely the lodging tax, and how it is collected and projected each year. He stated tax collection in 2025 appears to be much higher than anticipated, however a significant portion of the revenue was from uncollected tax from previous years. Mr. Satre said he does not anticipate the amount of back tax to be as high in 2026 or 2027 and 2025 was a correction year after the implementation year of the tax. He then described the different budget items the lodging tax is used to pay for. Mr. Satre stated some budget items, particularly in advertising and promotion, are discretionary and will be discussed at the April EDC meeting. Mr. Satre then discussed the Destination: Woodbury Event Rebate Program. This program would provide a rebate or sponsorship to event organizers hosting events in Woodbury that meet a minimum number of hotel nights actualized. Sponsorship amounts would be based on the number of hotel nights attendees of an event generated. Organizers would complete an application for funding and require the organizer to describe their event and provide verification of the number of attendees and hotel rooms and nights. Mr. Satre said a final policy would define what events are eligible and maximum sponsorship amounts. Mr. Satre asked commissioners for their thoughts on the program and things to consider for the final policy. Commissioners provided feedback that included the following: • Have we discussed what amount of funding is meaningful for events to apply for this program with interested parties? • Will the city work with hotels to share leads on large events and ensure hotel nights are actualized? • The DMO should not be risk adverse and leave out good event ideas while deciding which events qualify for funding. • Will staff report back to the EDC on applications and approvals? • Should a but-for-test be applied while determining eligibility? • Clean up the language of the draft policy to make more concise and clearer. • Staff should consider protections to prevent fraud or reduce fraud concerns, include checks and balances. ## Economic Development Commission Meeting Minutes February 24, 2026 Page 3 • Should the policy only serve new events or any qualifying event? • Does attendee mean event “participants,” “spectators,” or both? • What if the event consists of all in state attendees that need hotel space? ## ITEM 6: DEVELOPMENT UPDATE Janelle Schmitz gave a development update advising the commission about future and existing projects in the City. She also reminded the commission that the Mayor’s State of the City address is coming up and encouraged commissioners to attend. ## ITEM 7. ADJOURN The meeting of the EDC adjourned at 9:00 a.m. Respectfully submitted, __________________________________________ ## Janelle Schmitz, Community Development Director ## Approved by the Woodbury Economic Development Commission