Explore Edina reports lodging-tax revenue and grant activity; council requests more line-item financial detail

Shelley Loberg, president of the Edina Chamber of Commerce and manager of Explore Edina (the city’s visitor bureau and lodging-tax marketing partner), presented the organization’s annual report at the Oct. 22 meeting.

Loberg reviewed the bureau’s mission to attract regional, national and international visitors and increase local retail and lodging revenues. She summarized marketing programs — including a destination guide, social media campaigns (a reported 20% increase in Instagram engagement), targeted digital campaigns, and a revival of printed destination guides in limited quantities — and said Explore Edina uses a combination of paid and organic content, social partnerships, event sponsorships and grants to promote local events (for example, the Edina Art Fair, 4th of July programming, car shows and style-themed activations).

Lodging-tax-funded programming includes annual sponsorships (budgeted at about $50,000 for 2025–26), and a grants program that accepts requests from $5,000 to $25,000 for events or marketing that drive visitation. Loberg listed recent grant recipients and said the board of directors reviews grant applications monthly.

Councilmember Risser asked for more detailed financial line items and noted the packet did not include the materials in advance; Loberg said financials were reconciled (separate bank accounts for the Chamber and the visitor bureau) and offered to meet individually with council members to walk through the budget. Councilmember Jackson asked about Explore Edina’s social channels and outreach to younger audiences; Loberg said the organization maintains a YouTube channel and is exploring podcast development in line with lodging-tax objectives.

Members of the council requested that Loberg provide the annual report materials in the council packet and to follow up with individual members on the Explore Edina budget and website content.