Cassi Weiss, Director, Visit Marshall
Invest: met with Cassi Weiss, director of Visit Marshall, to explore the town’s key developments, unique attractions, and strategies for promoting tourism, sports, and business opportunities. “Whether it’s organizing events, hosting sports tournaments, or bringing in new businesses, we rally as a team to make things happen,” she said.
Over the last year, what have been some of the key highlights and milestones for Visit Marshall?
Over the past year, we’ve experienced significant growth in sports tourism, particularly in hosting additional tournaments brought in by various groups. This has had a great economic impact on the community. Additionally, we’ve seen growth in new businesses, which positively affects tourism and our local economy overall.
Can you share some of the key things to do or industries that contribute to the community’s appeal?
Sports tourism is definitely our biggest draw. We’re fortunate to have amazing facilities and local groups that excel at hosting tournaments. Beyond that, we’re home to Camden State Park, one of Minnesota’s hidden gems. It’s absolutely beautiful. We also have more than 25 locally owned restaurants, offering unique dining experiences you can’t find anywhere else, along with over 25 locally owned boutiques, many of which create and sell their own products. These make for a one-of-a-kind shopping experience.
What makes Marshall an ideal place to live, work, and do business?
Our strong community collaboration stands out. Our city, county, Convention and Visitors bureau, chamber of commerce, local organizations, and businesses work together seamlessly. Whether it’s organizing events, hosting sports tournaments, or bringing in new businesses, we rally as a team to make things happen.
What types of businesses are you looking to attract, and what kinds of sports competitions are you focusing on?
For sports, we’re focusing on hockey and baseball. Our hockey arena, built in 2016, is one of the best in the state, and we also have excellent baseball facilities. Additionally, we’re exploring niche sports like gymnastics and other activities that can utilize the Expo floor at our hockey arena during the offseason. On the business side, we’re working to expand into the meetings and conferences market. We’ve made some progress in 2024 and plan to ramp up in 2025 using both the Red Baron Arena and Expo, as well as other local meeting spaces.
How do you ensure a consistent flow of activity year-round, including during the off-season for sports and tourism?
We focus on filling gaps with local events. For instance, December is typically slower, but we host a popular holiday event featuring Christmas lights, The Nutcracker dance performance, and even an NAHL hockey game. We also collaborate with local groups to host events that keep the calendar active throughout the year.
Have there been any changes in how you promote Marshall or strategies to attract more visitors, businesses, or activities?
When I started, we had just rebranded as a city, and Visit Marshall followed that branding. Over the last three to four years, we’ve kept the brand fresh by introducing new elements each year to maintain its appeal while staying recognizable.
What makes Marshall stand out from other towns or counties in the region?
Marshall is a regional hub. We offer the small-town charm of locally owned boutiques and restaurants alongside big-box stores like Walmart and Hobby Lobby. This combination of amenities is unique. Additionally, our community collaboration ensures that events and initiatives are successful, creating a welcoming and vibrant environment.
It’s a safe, easy-to-navigate community. Everything is close — getting to work takes only five minutes, yet you still have access to big stores and unique local spots.
How does Visit Marshall collaborate with the local hospitality industry to accommodate visitors, such as sports teams or business travelers?
We maintain strong relationships with the hospitality industry through an industry-specific website that includes a calendar of events and marketing opportunities. We also use a dedicated Facebook group for quick communication, like sharing food specials or event updates. This has been highly effective.
What are some off-the-beaten-path attractions or activities in Marshall, particularly for nature or outdoor enthusiasts?
Camden State Park is a hidden gem with stunning scenery. The Camden Regional Bike Trail, a 13-mile path, is perfect for biking, as it connects the town to the park. Our Lyon County Museum has been updated to offer interactive, children-friendly exhibits, making it a great indoor option during the winter. Additionally, we have 20 local parks with inclusive equipment, outdoor skating rinks in winter, and basketball courts in summer.
How does Visit Marshall work with county or state officials to promote the town and region?
We primarily collaborate with city officials for funding and are involved in regional groups like Explore SW Minnesota (covering nine counties) and Explore Southern Minnesota (covering 36 counties). These partnerships allow us to participate in larger marketing initiatives, benefiting both Marshall and the broader region.
Are there plans to expand into new areas of tourism or attract different types of events?
We’re developing the Marshall Sports Commission to bring in more tournaments during off-peak times. The goal is to fill hotels and showcase our facilities year-round. Additionally, we’re working on growing our presence in the meetings and conferences space.
What are some challenges in attracting and retaining visitors and activity in Marshall?
One of the biggest challenges is our location — it’s not the first place people think of. However, we are marketing our hidden gems, like Camden State Park and local biking trails, to raise awareness and draw visitors.
Beyond the website, what other marketing strategies are you using to reach potential visitors?
We use social media platforms like TikTok, Instagram, and Facebook, mainly through organic posts and some paid ads for local events. We also send out seasonal newsletters and bi-monthly event updates, which have been popular.
What are Visit Marshall’s top priorities for the next two to three years?
Our main priorities are launching the Marshall Sports Commission to boost tournament hosting and expanding into the meetings and events space. These efforts will solidify Marshall as a year-round destination.
