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Experience Rochester reports higher bookings, launches 'This is Rochester' campaign and previews Bob Dylan concert
Summary
Experience Rochester and Mayo Civic Center reported bookings and hotel‑room nights above budget, outlined a tourism master‑planning process and previewed a multichannel summer campaign 'This is Rochester'; the Civic Center also announced Bob Dylan on March 24.
Experience Rochester presented its 2025 year‑end review and the proposed 2026 operating plan to the council Dec. 8. Board chair Jacob Malitz, treasurer Bill Richter and president Joe Ward highlighted consolidated food‑and‑beverage operations, improved customer satisfaction, stronger future bookings (117% of budget) and hotel room nights above budget.
Marketing highlights: The organization previewed a multichannel leisure campaign called "This is Rochester," aimed at Twin Cities and nearby markets to drive day‑trip and weekend visitation; staff said digital and on‑site placements produced measurable year‑over‑year web traffic increases in target markets. The organization also noted work toward a tourism master plan with University of Minnesota Extension and plans to return results in mid‑2026.
Fiscal summary: Experience Rochester reported stronger operational results and a projected $1.52M year‑end reserve for 2025 under current projections, with a proposed balanced 2026 budget and the organization preparing to contribute an allocated percentage of gross to the City per contract triggers once reserves are met. Council voted unanimously to receive the filing and accept the 2026 budget.
Arts highlight: Staff announced a Bob Dylan concert at the Mayo Civic Center on March 24, 2026.
Quote: "We're right in the mix with those [peer destinations]," Joe Ward said, noting visitor economy momentum and local partnerships.
What to watch: Implementation of the tourism master plan, performance against 2026 KPIs and the impact of major concerts on hotel occupancy and downtown activity.
