Visit Duluth’s Contract Not Renewed
OUT WITH THE OLD: Visit Duluth was the organization of record for tourism marketing since 1935.
IN WITH THE NEW: The mayor has bypassed the city’s own visitors bureau and is in final contract negotiations to hire a regional marketing company instead, Belmont and their partner Lawrence & Shiller for the $1.8 million contract.
DOWN BUT NOT OUT: Visit Duluth was given a bone during the process, the mayor asked the organization to provide convention and event promotion in a contract worth $400,000.
About a month ago the city of Duluth has issued an RFQ (Request for Qualifications) for destination marketing services. Twenty-eight marketing businesses applied to be considered for the one-year contract.
Digging a little deeper, the RFQ comes after the mayor asked the Visit Duluth and Duluth Entertainment Convention Center to discuss the pros and cons of a merger, as the two faced serious financial problems during the pandemic. The two boards decided it was not the right time to consider a merger.
The mayor did not like this decision, and then suggested a different direction for Visit Duluth, with a mission to “elevate the brand of Duluth.” However, a look at the Visit Duluth 2021 Marketing Plan would shows the first objective is to ‘cultivate brand awareness’. This is a strange development, considering elected officials often approve Destination Organization budgets and marketing plans before they can be implemented. The mayor has seemingly approved the plan while also seeking a new agency to carry out different priorities.
OPPOSING VIEW: A more mature approach would have seen the mayor ask the organization for a fresh marketing plan considering the new priorities, but the situation now seems to be more about ego and power than contract deliverables.
No need to wait for elected officials in your destination to pull the fire alarm. Take some time to be sure your activities are aligned with the goals and priorities of those who determine your future funding.