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Eagan CVB pitches modest budget increase as visitor data show sizable regional draw
Summary
Eagan Convention & Visitors Bureau proposed a 3.7% budget increase for 2025 and highlighted visitor metrics — including an estimated $5.6 million economic impact from Vikings training camp and more than 40,000 attendees in 2023 — to justify increased marketing and a new data partnership.
The Eagan Convention & Visitors Bureau (CVB) presented a proposed 3.7% increase to its 2025 budget and outlined promotional priorities tied to visitor-growth opportunities.
Martin Corey and marketing director Shana Kianon told the council the CVB will invest more than half a million dollars in promotional activity in 2025 and has contracted new tools, including a PlacerAI partnership and a refreshed website, to better target out-of-market visitors. Kianon cited university research and PlacerAI data indicating Vikings training camp generated about $5.6 million in economic activity and that the 2023 training-camp attendance exceeded 40,000 people.
CVB presenters also noted broader tourism metrics drawn from PlacerAI: Eagan has recorded roughly 506,300 overnight trips and year-over-year leisure spending growth of about 7.4% (estimated $187.9 million). Presenters said targeted marketing—especially for events at Viking Lakes and an ice maze that could draw substantial regional attendance—could further increase hotel stays and restaurant spending.
Councilmembers raised questions about the data’s interpretations (for example, how overnight-trip counts are calculated) and suggested additional market targets, including Canadian markets beyond Winnipeg. The CVB said some statistics count each overnight as a separate trip and that the new tools will allow more granular targeting.
The council was told the CVB budget item will likely appear on a Dec. 3 consent agenda for formal approval.
