Spotlight On: Leslie Wright, President & CEO, Minneapolis Northwest
December 2024 — In an interview with Invest:, Minneapolis Northwest President and CEO Leslie Wright highlighted the area’s strengths in location and cultural diversity, focusing on community engagement to boost tourism’s economic impact. Wright’s priorities include education on tourism’s value and strategic partnerships with local businesses and nearby convention bureaus.
What are your initial impressions of Minneapolis Northwest, and what priorities have you set?
My first impressions have been incredibly positive. We have an opportunity to do impactful work right here, to get the community involved and to educate people on what we do and who we are. My role centers on creating an environment where residents and business owners understand the importance of tourism and feel confident in supporting it. The cities of Brooklyn Park and Brooklyn Center, along with local hotels and businesses, are invested in our work. We’re all working together to boost our marketing and attract more business.
My top priority is education — helping people understand what we do and aligning our marketing efforts accordingly. We’ll conduct listening sessions with residents, business leaders and city government to hear their expectations and confirm that our initiatives reflect community needs. It’s crucial that everyone recognizes Minneapolis Northwest as part of the broader Minneapolis area and understands our impact. Additionally, our area is ideal for corporate travelers and smaller business meetings, as well as regional associations. We’re a welcoming community with a place for everyone, and we’re working hard to make sure people feel that way when they choose Minneapolis Northwest. Another priority is strategic planning. Each year, we’ll set clear goals so we can assess new ideas as they arise, planning for the long term instead of getting sidetracked by immediate trends. I’m also focused on building key relationships in the community, which takes time. It’s been nearly three months, and I’m excited about our progress and the groundwork we’re laying for the future.
What are Minneapolis Northwest’s unique strengths within the region?
Our strengths are twofold. First, location. We’re at the center of everything, close to the airport, Minneapolis, St. Paul, and all the main Twin Cities attractions. People can stay here in Minneapolis Northwest and easily access shopping, dining, and business opportunities across the region. The second strength is our diversity. Brooklyn Park and Brooklyn Center are the two most diverse communities in Minnesota. We have a rich cultural landscape with a variety of foods, events and community spaces where everyone can feel included. Our community celebrates this diversity in a way few other places in the region can. We have an incredible story to tell, and our goal is to spread that message far and wide. We want people to know about our unique offerings and recognize our essential role in the Minneapolis-St. Paul economy.
What are the economic benefits that tourism brings to Northwest Minneapolis?
Speaking to the overall impact, Brooklyn Park is home to major corporations, like Target, which draws business travelers and supports local job creation. This presence promotes homeownership as people move here to work and attracts related businesses wanting proximity to these companies. New developments, like the biotech corridor, will generate similar benefits, creating demand for hotels, restaurants and leisure activities for visitors during their off-hours. The tourism industry contributes directly to our funding through hotel lodging taxes. The more visitors we have staying in local hotels, the more revenue we generate to market our destinations. So, both business and leisure travel are critical to our economic growth.
How are you promoting outdoor recreation, like parks, trails and family activities?
We’re committed to showcasing our outdoor offerings through our website, blog, social channels and newsletters. Many people aren’t aware of the variety of outdoor options here, including our proximity to the Mississippi River. We’re also exploring ways to enhance or expand events that feature our outdoor spaces, possibly creating new events that highlight the natural beauty of the area. For example, we’re looking at how to spotlight our golf courses, as we have one of the highest concentrations per capita in the country. Embracing residents is a big part of this effort — they’re here year-round and can support local attractions consistently. When they’re informed and engaged, they not only participate but also help attract new visitors by sharing what’s special about our area.
What partnerships or collaborations are in place to help extend Minneapolis Northwest’s reach?
We work closely with nearby convention and visitor bureaus, or destination marketing organizations (DMOs), which expanded significantly when the lodging tax was broadened a few years back. By partnering with other DMOs that serve similar markets, we can promote ourselves as part of a larger, connected destination. Youth and adult sports are big markets for us, so we work with other northern suburbs to highlight our combined offerings, including ample hotel accommodations, soccer fields, and hockey rinks, packaging these assets together for tournaments and events. We’re also partnering with local nonprofits and cultural organizations to welcome groups who want to see their cultures represented and respected. We are engaging local businesses and gathering ideas from residents on partnerships that will benefit the community. For example, connecting with popular local spots like restaurants and event centers has been a way to learn what’s needed and how we can promote each other effectively.
What unique challenges are Minneapolis Northwest and the tourism industry facing?
One of our biggest challenges is adapting to the post-COVID landscape and redefining a “new normal” for travel. Many projections we made in 2019 for occupancy and revenue growth over the next five years are still out of reach. With business returning, hotels are adjusting pricing to catch up, but they’re also reevaluating service offerings. During the pandemic, many amenities were scaled back, but with higher room rates now, guests expect a certain level of service. Ensuring we’re meeting these expectations while balancing costs is essential. It’s the same story for restaurants and other businesses, where rising costs challenge what people can afford. For our area, where accommodations and activities are typically more affordable than city options, we need to communicate our value effectively.
What are you most excited about for Minneapolis Northwest in the coming years?
I’m especially excited about infrastructure improvements that will enhance the visitor experience. Accessibility is key, from convenient transportation options to infrastructure that makes getting around easy. Promoting our location as a Delta hub and offering frequent, direct flights are also huge assets. Additionally, we’re looking at how to embrace the unique aspects of our Midwest location, even in winter. We’re highlighting seasonal attractions like skating, sledding, and snowboarding, and focusing on regional visitors who appreciate these experiences. Minneapolis Northwest is an affordable, accessible destination for people throughout the upper Midwest, and we’re excited to build on that.
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