Outreach, public affairs and web

Project Details by Fiscal Year
2019 Fiscal Year Funding Amount
$746,301
2018 Fiscal Year Funding Amount
$646,133
2017 Fiscal Year Funding Amount
$1,023,887
2016 Fiscal Year Funding Amount
$625,101
2015 Fiscal Year Funding Amount
$742,255
2014 Fiscal Year Funding Amount
$760,000
2013 Fiscal Year Funding Amount
$545,000
2012 Fiscal Year Funding Amount
$545,000
2011 Fiscal Year Funding Amount
$775,000
2010 Fiscal Year Funding Amount
$600,000
Fund Source
Parks & Trails Fund
Status
In Progress
Start Date
July 2009
Activity Type
Education/Outreach/Engagement
Education/Outreach/Engagement
Counties Affected
Statewide
Legal Citation / Subdivision
M.L. 2017 Regular Session Ch. 91 Art. 3 Sec. 3(a)(1)
Appropriation Language

$16584000 the first year and $18891000 the second year are for state parks recreation areas and trails to:

(1) connect people to the outdoors;
(2) acquire land and create opportunities;
(3) maintain existing holdings; and
(4) improve cooperation by coordinating with partners to implement the 25-year long-range parks and trails legacy plan.

2019 Fiscal Year Funding Amount
$746,301
Proposed Measurable Outcome(s)

Pending program information

Measurable Outcome(s)

Pending program information

Legal Citation / Subdivision
M.L. 2017 Regular Session Ch. 91 Art. 3 Sec. 3(a)(1)
Appropriation Language

$16584000 the first year and $18891000 the second year are for state parks recreation areas and trails to:

(1) connect people to the outdoors;
(2) acquire land and create opportunities;
(3) maintain existing holdings; and
(4) improve cooperation by coordinating with partners to implement the 25-year long-range parks and trails legacy plan.

2018 Fiscal Year Funding Amount
$646,133
Proposed Measurable Outcome(s)

In FY 2018 four touch-screen kiosks provide multi-lingual information about Minnesota state parks state trails and water recreation opportunities. Two kiosks are permanently installed at the Minnesota Zoo and Midtown Global Market. The other two rotate to high-traffic areas frequented by families. Currently they are located at the Rondo Community Center and at the Duluth Library. New monitors were installed and all of the content was updated in 2017. Based on historical use patterns we expect at least 16 000 unique visits at the four kiosk locations in FY18. Two of the original six touch-screen kiosks purchased in 2010 have been retired/recycled due to their age and the cost to update/maintain them.

Measurable Outcome(s)

Pending program information.

Legal Citation / Subdivision
M.L. 2015 First Special Session Ch. 2 Art. 3 Sec. 3(a)(1)
Appropriation Language

$17237000 the first year and $18067000 the second year are for state parks recreation areas and trails to:
(1) connect people to the outdoors;
(2) acquire land and create opportunities;
(3) maintain existing holdings; and
(4) improve cooperation by coordinating with partners to implement the 25-year long-range parks and trails legacy plan.

2017 Fiscal Year Funding Amount
$1,023,887
Proposed Measurable Outcome(s)

New in FY 2017 a kiosk has been set up at Highland Park Community Center and kiosks are expected to be set up soon at the Edgewater Hotel and Waterpark in Duluth as well as at a hospital in the Twin Cities area.
Based on historical use patterns we expect at least 24 000 unique visits at these six locations in FY17.

Measurable Outcome(s)

DNR kiosks recorded a total of 24 704 unique visits in FY 2017 exceeding the goal of 24 000. There have been more than 210 500 unique visits to the kiosks since 2010 with total pages views totaling more than 2.6 million.

Kiosk locations in FY 2017 included
•Highland Park Community Center
•Edgewater Hotel (Duluth)
•Fort Snelling State Park
•Maplewood Community Center
•Battle Creek Community Center
•the Duluth Zoo
•the Minnesota History Center
•REI store (Roseville)
•Midtown Global Market
•and the Minnesota Zoo.
Languages offered besides English included Hmong Russian Somali Spanish and Vietnamese with Spanish being the most requested.

Legal Citation / Subdivision
M.L. 2015 First Special Session Ch. 2 Art. 3 Sec. 3(a)(1)
Appropriation Language

$17237000 the first year and $18067000 the second year are for state parks recreation areas and trails to:
(1) connect people to the outdoors;
(2) acquire land and create opportunities;
(3) maintain existing holdings; and
(4) improve cooperation by coordinating with partners to implement the 25-year long-range parks and trails legacy plan.

2016 Fiscal Year Funding Amount
$625,101
Direct expenses
$625,101
Proposed Measurable Outcome(s)

New in FY 2016 a kiosk has been set up at Arlington Hills Community Center (in St. Paul) Battle Creek Community Center the Minnesota History Center the Duluth Zoo and the Rochester Children’s Museum. Kiosks remain at Midtown Global Market (Minneapolis) and the Minnesota Zoo. Based on historical use patterns we expect at least 24 000 unique visits at these six location in FY16.

Measurable Outcome(s)

DNR kiosks recorded a total of 29 685 unique visits in FY 2016 up from 28 162 in FY2015 and in excess of the 24 000 goal. Total visits to the kiosks since the first one was installed now top 190 000 with total pages views totaling nearly 2.5 million.

Kiosk locations in FY 2016 included Arlington Hills Community Center (in St. Paul) Battle Creek Community Center Cabela’s (Woodbury) the Rochester Children’s Museum the Duluth Zoo Midtown Global Market the Minnesota History Center the New Brighton Community Center Oxford Community Center (in St. Paul) REI store (Roseville) and the Minnesota Zoo.
Languages offered besides English included Hmong Russian Somali Spanish and Vietnamese with Spanish being the most requested.

Legal Citation / Subdivision
M.L. 2013 Ch. 137 Art. 3 Sec. 3(a)(1)
Appropriation Language

$16821000 the first year and $16953000 the second year are for state parks recreation areas and trails to:

(1) connect people to the outdoors;

(2) acquire land and create opportunities;

(3) maintain existing holdings; and

(4) improve cooperation by coordinating with partners to implement the 25-year long-range parks and trails legacy plan.

2015 Fiscal Year Funding Amount
$742,255
Proposed Measurable Outcome(s)

New locations in FY 2015 have included Maplewood Community Center Oxford Community Center (in St. Paul) and Coffman Memorial Union at the University of Minnesota. We did not move the kiosks to any special event this year because the benefit did not seem to outweigh the moving cost (about $300 roundtrip)., The Minnesota State Parks Research Report 2012 shows that Minnesotans want and need vital information so they can better use and enjoy Minnesota state parks (and trails). Connection plans proactively reach people to provide this information. This is especially important in reaching people who are not yet familiar with Minnesota State Parks and Trails.

Measurable Outcome(s)

DNR kiosks recorded a total of 28 162 unique visits at six locations in excess of the 24 000 goal. Total visits to the kiosks since the first one was installed now top 150 000.

New kiosk locations in FY 2015 included Maplewood Community Center Oxford Community Center (in St. Paul) Coffman Memorial Union at the University of Minnesota and New Brighton Community Center.
Languages offered besides English included Hmong Russian Somali Spanish and Vietnamese with Spanish being the most requested.

, Two connection plans were executed during this time period resulting in Minnesota State Parks and Trails' messages being seen/heard 8 807 055 times (each representing a gross impression).
The 2014 Minnesota State Parks and Trails Feel the Wow of Fall campaign was highly successful resulting in an increase in visitors as measured by sales of the Minnesota State Parks one-day and year-round permits and occupancy rates during September/October (combined). The Minnesota State Parks Gift Card - Holidays Campaigns 2014 promoted outdoor recreation through increased sales of the Minnesota State Parks gift card for the holiday season.
The number of impressions does not include the Minnesota State Parks and Trails For Real Campaign 2015 (advertising interpretive/naturalist programs) as much of it occurred in Fiscal Year 2016.
Many impressions cannot be measured for example commercials that stream on radio stations’ websites or other websites. There aren’t reporting services that measure these.

Legal Citation / Subdivision
M.L. 2013 Ch. 137 Art. 3 Sec. 3(a)(1)
Appropriation Language

$16821000 the first year and $16953000 the second year are for state parks recreation areas and trails to:

(1) connect people to the outdoors;

(2) acquire land and create opportunities;

(3) maintain existing holdings; and

(4) improve cooperation by coordinating with partners to implement the 25-year long-range parks and trails legacy plan.

2014 Fiscal Year Funding Amount
$760,000
Proposed Measurable Outcome(s)

Two new kiosk locations were added in FY 2014: the new Cabela's store in Woodbury and the REI store in Bloomington. Kiosks were also located at Midtown Global Market Rosedale and the Minnesota Zoo. The kiosk also traveled to two special events: the Minnesota State Fair in August and to the Outdoor Adventure Expo at Midwest Mountaineering in November., Minnesota State Parks and Trails is currently in the early implementation stage for connections plans for 2014.

Measurable Outcome(s)

Now that the novelty of the kiosks is wearing off and we are into our fourth year of seeking host locations we are not getting as much traffic at each kiosk as we did initially. We have been adding brochure racks to the kiosks as we move them around though so they have helped us get brochures into people's hands right at the kiosk rather than requiring them to request the publications via mail or email. Rosedale has been a particularly good location for distributing publications., 10.5 million total advertising impressions have been made in the first half of FY14

Legal Citation / Subdivision
M.L. 2011 First Special Session Ch. 6 Art. 3 Sec. 3(a)(1)
Appropriation Language

Sec. 3. Department of Natural Resources
(a)$14262000 the first year and $14603000 the second year are for state parks recreation areas and trails to:
(1)Connect people to the outdoors;
(2)Acquire land and create opportunities;
(3)Maintain existing holdings; and
(4)Improve cooperation by coordinating with partners to implement the 25-year long-range parks and trails legacy plan

2013 Fiscal Year Funding Amount
$545,000
Proposed Measurable Outcome(s)

New kiosk locations in FY 2013 included 3M and Hennepin County Service Center while kiosks remained in place at the Minnesota Zoo Midtown Global Market Brookdale Library and Rosedale. Based on traffic patterns the previous year we stuck with our goal of logging 3 000 unique visits per month or a total of 36 000 unique visits for the year.

Measurable Outcome(s)

Kiosk use at 3M and Hennepin County Service Center was less than anticipated (double digits rather than triple digits each month) and the kiosks logged 29 061 unique visits during the year short of the 36 000 goal. We will continue to move the kiosks around in an effort to reach new people in new locations.

Legal Citation / Subdivision
M.L. 2011 First Special Session Ch. 6 Art. 3 Sec. 3(a)(1)
Appropriation Language

Sec. 3. Department of Natural Resources
(a)$14262000 the first year and $14603000 the second year are for state parks recreation areas and trails to:
(1)Connect people to the outdoors;
(2)Acquire land and create opportunities;
(3)Maintain existing holdings; and
(4)Improve cooperation by coordinating with partners to implement the 25-year long-range parks and trails legacy plan

2012 Fiscal Year Funding Amount
$545,000
Proposed Measurable Outcome(s)

Based on the popularity of the kiosks the first year we set a goal of reaching 3 000 new people (or logging at least 3 000 “unique visits”) per month in year two. Locations for the kiosks between July 2011 and June 2012 included the Minnesota Zoo the Minneapolis-St. Paul International Airport (baggage claim area) the Mall of America (near the north entrance to the amusement park) Rosedale Center (food court area) Midtown Global Market—and new in FY 2012—Maple Grove Community Center Shoreview Community Center Brookdale Library and the Hartford. , The Minnesota State Parks Research Report 2007 shows that Minnesotans want and need vital information so they can better use and enjoy Minnesota state parks (and trails). Connection plans proactively reach people to provide this information. This is especially important in reaching people who are not yet familiar with Minnesota State Parks and Trails.

Measurable Outcome(s)

In FY 2012 alone there were 42 820 unique visits to the kiosks surpassing the goal by 12 820. From August 2010 through June 2012 the kiosks cumulatively logged 69 122 “unique visits” and more than a million page views., Six connection plans were executed during this time period producing 13 385 053 gross impressions (number of times the message was seen/heard).

Legal Citation / Subdivision
M.L. 2009 Ch. 172 Art. 3 Sec. 2 (1)
2011 Fiscal Year Funding Amount
$775,000
Proposed Measurable Outcome(s)

The first kiosk was installed in August 2010 at the IDS Crystal Court. Subsequently kiosks were also installed at the Minnesota Zoo the Minneapolis-St. Paul International Airport (baggage claim area) the Mall of America (near the north entrance to the amusement park) Rosedale Center (food court area) Midtown Global Market. A "traveling" kiosk made its debut at the 2010 Minnesota State Fair and then traveled to the Great Hall at the State Capitol. Our target the first year (FY 11) was to reach at least 10 000 new people that we were not currently reaching through existing communication channels.

Measurable Outcome(s)

Through June 15 2011 the kiosks logged 30 064 “unique visits” (our proxy for “new people”) including more than 10 000 views of the pages in other languages (Spanish Hmong Somali Vietnamese and Russian).

Legal Citation / Subdivision
M.L. 2009 Ch. 172 Art. 3 Sec. 2 (1)
2010 Fiscal Year Funding Amount
$600,000
Proposed Measurable Outcome(s)

Our goal is to create six accessible multi-lingual touch-screen kiosks that can reach visitors with information about Minnesota state parks and trails., Historically the Division of Parks and Trails had not been able to allocate resources to advertising. The Minnesota State Parks Research Report 2007 shows that Minnesotans want and need vital information so they can better use and enjoy Minnesota state parks (and trails). The goal of the connection plan was to deliver nineteen million impressions; in other words the message would be seen/heard nineteen million times. This goal of nineteen million impressions is a start toward proactively providing this information to motivate the target audience to participate in outdoor recreation. , Another initiative was to establish a new connection point with young children and their parents using a method of receiving information that was highly relevant to them: the Internet. The current DNR website has very little engaging age-appropriate content for young children and the new Minnesota State Parks and Trails kids’ website will break new ground for the agency., One hundred fourteen panoramic virtual tours. Each year an RFP will go to vendors to shoot and package a virtual tour for a specific state park state water trail or state trail. Because a virtual tour may convey multiple seasons and must include peak summer scenes each virtual tour contract typically spans two fiscal years with the contract finalized in one and the final product submitted in the next.

Measurable Outcome(s)

We contracted with a Minnesota company to design and build the six touch-screen kiosks according to our specifications. None were installed yet by June 30 2010 (thus the quantity of 0 people reached)., Three campaigns were executed in Fiscal year 2010 producing 11 765 784 gross impressions. Results are being seen as witnessed by increased revenue Minnesota State Parks vehicle permit sales and program attendance. It's important to continue building upon this foundation to accomplish the goal of increasing participation in outdoor recreation.

Eight campaigns executed in fiscal year 2011 produced 13 422 917 gross impressions. Results are being seen as witnessed by increased revenue Minnesota State Parks vehicle permit sales and program attendance. It's important to continue building upon this foundation to accomplish the goal of increasing participation in outdoor recreation. , A vendor was selected after an RFP process in FY10 and initial development and programming of the standalone Flash-based kids’ site has concluded. The site was in beta testing during the period of 01/01/11-06/30/11 and is expected to launch on the public DNR website during winter 2011. After the new site has been publicly announced we will begin measuring page views and other metrics to track its ongoing success., Twenty seven state parks have standardized virtual tours either posted or ready to post to the division’s website.
Eight state parks have virtual tours currently under contract.

Project Overview

The Division of Parks and Trails is engaged in critical work to connect people to the outdoors. As part of the work in this project area, the new touch-screen kiosk project will increase awareness about outdoor recreation opportunities at Minnesota state parks and trails among underrepresented groups by creating and installing accessible, touch-screen kiosks with information in multiple languages, in high-traffic, family-oriented locations.
Connection plans deliver Minnesota State Parks and Trails' messages to new audiences. The Division of Parks and Trails establishes partnerships to maximize resources in building participation in outdoor recreation.

The kids' interactive website creates interactive, age-appropriate content for children 5-11 years old, motivating children to get outdoors.

The virtual tours project provides web visitors with an immersive experience, allowing them to view and hear park, trail, and water trail scenes from 360 degrees or video snippets...the next best thing to actually being there.

About the Issue

The Division of Parks and Trails is working to increase awareness about outdoor recreation opportunities among groups currently underrepresented at state parks and trails (families with young children, people with disabilities, people whose primary language is not English). Instead of waiting for them to come to us for information (by visiting, calling or going to our website), we are going to them by placing eye-catching kiosks in high-traffic locations that they frequent.

By enhancing our children's programming on the website, we are encouraging youth to develop a lifelong interest in and stewardship for state parks and state trails. (It's hard to say no to a child who asks to go to a park or to go camping.)

People who are new to state parks or state trails often have a difficult time selecting which to visit and may not be aware of the features that make each park unique. Online virtual tours of each location act as trip planning visual aids, helping people select which park or trail they want to visit and establishing what to expect once they arrive.

Project Manager
First Name
Rachel
Last Name
Hopper
Organization Name
Minnesota Department of Natural Resources
Street Address
500 Lafayette Road
City
Saint Paul
State
MN
Zip Code
55155
Phone
(651) 259-5578
Email
rachel.hopper@state.mn.us