Detroit Lakes Council approves $6,500 liquor-fund license to use Time magazine mark after listing

The Detroit Lakes City Council approved using up to $6,500 from the municipal liquor fund to buy licensing rights from Time magazine to support a promotion tied to Time’s inclusion of Detroit Lakes and the Thomas Dambo troll exhibition on its 2025 'World's Greatest Places' list.

Amy Stearns told the council the city and related partners were invited to use Time’s branding assets (including the magazine's red square) and discussed options such as billboard campaigns and pop-up banners. The liquor and gambling committee recommended city funding for the licensing fee so the opportunity could be secured quickly; council members discussed broader advertising partnerships with the Chamber of Commerce and the lodging tax to cover billboard placement costs.

Council member Ron urged outreach to the chamber and lodging-tax stakeholders so local businesses could share advertising costs rather than relying on the liquor store alone. City staff clarified the $6,500 appropriation is to pay Time’s licensing fee only; the actual cost of billboard production and placement would be covered separately, potentially by the liquor store, the chamber, lodging-tax funds, or private advertisers.

On a motion from the liquor and gambling committee, and after discussion about timing and partnering, the council approved the appropriation by voice vote.

What’s next: staff and committee members will pursue the licensing process, coordinate with tourism and chamber partners for a broader promotion plan, and present follow-up proposals for billboard placement or other marketing expenses.