Joe Korkowski, Former Executive Director, Explore Alexandria Tourism
In an interview with Invest:, Joe Korkowski, former executive director of Explore Alexandria Tourism, discussed how the organization leverages personalized marketing to promote multigenerational family getaways. The community hosts year-round activities, capitalizing on Alexandria’s natural and cultural attractions, he added.
What have been the main highlights for Explore Alexandria over the last 12 months?
Over the past year, there have been several noteworthy highlights. A significant focus has been on collaborative efforts between the business community, the tourism industry, and even our school system. These efforts aim to educate young people on how they can pursue fulfilling careers locally without feeling the need to move out of state. High-end career opportunities are available right here in Alexandria, eliminating the need to relocate to places like California to start their professions.
Alexandria’s appeal is such that many individuals who move away for work often dream of returning upon retirement. The lifestyle here is unique as it offers a blend of relaxation and career opportunities. We have been actively connecting the education system with the business community while, as a tourism industry, striving to attract visitors. Whether it is for conventions or shorter stays, we aim to showcase what our community has to offer. These experiences often serve as an introduction, encouraging people to invest, buy homes, or spend more time here.
What are the main activities, events, and entertainment options for tourists in Alexandria?
Despite being a small town, Alexandria hosts a variety of community-centered activities. One standout event is the Vikingland Band Festival Parade, held every June. Thousands of spectators line the streets to watch talented high-school bands march down Broadway. Another significant event is the Trap Shooting Championships, which also takes place in June. This nine-day event brings over 8,000 high-school students to the area for a safe, accessible sport enjoyed by a wide range of participants.
In late July, the Art in the Park event attracts artisans to a beautiful lakeside setting near Lake Agnes and Lake Henry. This event benefits the local theater while celebrating Alexandria’s artistic side. September brings the Grape Stomp Festival at Carlos Creek Winery, drawing approximately 15,000 attendees who enjoy local wines and artisan crafts. As winter approaches, Alexandria transforms into a festive hub with events like Christmas in the Fort at the Runestone Museum, culminating in a lighted parade down Broadway, which takes place even in single-digit temperatures.
How does Alexandria maintain a steady stream of activities year-round, considering the seasonal nature of many outdoor attractions?
Our primary season is summer, with families taking advantage of cabin rentals and vacation homes to enjoy lakeside activities. However, connection is a constant theme throughout the year. In autumn, the focus shifts to leaf-peeping, as visitors admire the vibrant reds, golds, and yellows of the changing foliage in the parks. Winter, although cold, is embraced by Minnesotans. Ice fishing becomes a social event, complete with heated fish houses equipped with TVs for watching sports.
For those who prefer more action, the Andes Tower Hills ski area offers 15 downhill runs, a terrain park, and 14 miles of cross-country skiing. Winter also features indoor options, such as escape rooms, bowling alleys, and golf simulators. As spring approaches, anticipation builds for outdoor activities like golfing and fishing, bringing a renewed energy to the community.
Restaurants and locally sourced dining options provide year-round gathering spots. No matter the season, Alexandria offers something for everyone, whether it is outdoor adventures, cultural events, or simply connecting with family and friends.
How does Explore Alexandria cooperate with the local hospitality and lodging industry to attract and accommodate guests?
One of our primary tools is our website, which features a dedicated tab for lodging options under “Book Your Room” or “Book Your Stay.” We aim to showcase the variety of accommodations available in Alexandria, including hotels, resorts, bed and breakfasts, private vacation homes, and campgrounds. While accommodations are an essential part of the experience, we also understand that people primarily visit for the activities and experiences. However, having comfortable and convenient lodging options enhances their overall visit.
For groups planning conventions, retreats, or other events, we collaborate with local hotels and venues to meet their specific needs. For instance, if a group of 50 attendees or 20 executive-level participants requires a private, tailored experience, we assist in finding the right venue. We also provide welcoming materials, such as name badges, area guides, coupons for downtown shopping, and even transportation solutions. For example, we help facilitate transport between Arrowwood Resort, located a few miles from downtown, and local restaurants. Additionally, Alexandria is an attractive destination for outdoor and indoor weddings, thanks to its beautiful venues and picturesque surroundings.
Lastly, we see opportunities for new transportation businesses, such as electronic vehicle services, which could bridge the gap for visitors in a small town with limited Uber or rideshare availability. Overall, our goal is to make planning and participation in events, whether conventions or weddings, stress-free and centered on the clients’ needs and wants.
What marketing strategies are being implemented to attract visitors, not just locally but also from surrounding regions?
Alexandria’s strategic location along I-94, which connects the Twin Cities to Fargo-Moorhead, plays a significant role in our marketing efforts. It is an easily accessible destination, and perfect for gatherings. We focus heavily on promoting multigenerational getaways where entire families, from grandparents to grandchildren, can come together in vacation homes, cabins, or hotels. As families grow, their homes often become too small for reunions, so Alexandria provides a welcoming space for such gatherings.
Currently, we emphasize messaging that encourages relaxation and quality time with loved ones. Our marketing campaigns often highlight images of families baking cookies by the fireplace or sipping hot cocoa. The goal is to connect emotionally, inspiring people to envision meaningful experiences here.
For businesses, we promote the benefits of stepping away from the office environment for team-building retreats. By removing the daily stresses of work, businesses can foster collaboration and innovation in a more relaxed setting. Ultimately, we aim to provide a space where people can unwind, reconnect, and escape the demands of their everyday lives.
What challenges does Explore Alexandria face in promoting the area?
One of the biggest challenges is the unpredictability of the weather, especially as we heavily promote outdoor activities. For example, last winter was unusually mild, which impacted snowmobiling and ice fishing, which are two key winter attractions. When such activities are unavailable, we pivot to promoting indoor experiences, such as card games, coffee, and cozy family gatherings.
This weekend provides another example, with temperatures expected to drop into single digits. In past years, we enjoyed perfect winter weather with light snowfall and temperatures around 28 degrees, which created a picturesque Hallmark-movie-like atmosphere. However, extreme cold could discourage families from participating in outdoor events.
Weather is both a blessing and a challenge in Alexandria. We continuously adapt by creating alternative plans to ensure visitors still have memorable experiences, regardless of the conditions.
What are the main priorities and goals for Explore Alexandria over the next two to three years?
Our primary focus is improving communication with stakeholders, including lodging providers, restaurant owners, and attraction operators. By understanding their needs and gathering feedback from visitors, we can tailor our strategies more effectively.
We have also begun utilizing software to analyze data on past visitors, including their ZIP codes and preferences. This helps us identify the types of people drawn to Alexandria and craft more targeted marketing campaigns. For instance, our current campaigns focus on multigenerational families, using visuals and messaging that resonate with their interests and values.
The way we deliver messages has evolved significantly. While traditional television and radio advertising once dominated, we now leverage connected TV and over-the-top media platforms. These technologies allow us to send highly personalized messages, making it easier for potential visitors to see themselves enjoying Alexandria’s offerings.
In the next few years, we aim to enhance these personalized connections further and provide enriching experiences that leave a lasting impact on visitors.
