• by Harvey Chipkin , Columnist, March 19, 2024

It may not be the best-known visitor destination in the country, but Bloomington, Minnesota finds itself in an enviable position in the travel landscape.  It is part of a dense metropolitan hub along with the Twin Cities of Minneapolis and Saint Paul; it is home to the Mall of America, a mega- tourism  draw;  it has the largest concentration of hotels in the state; and it offers very fast and easy connections to a major international airport.

With all that, Bloomington’s visitors authority felt the city could stand out more distinctively from its better known neighbors and attract travelers more effectively. Consequently, a significant rebranding was recently unveiled, including a new name for the official visitor agency: Bloomington, Minnesota, Travel & Tourism  -- replacing the more traditional Bloomington Minnesota Convention and Visitors Bureau.

Aside from stressing the Minnesota location, said Bonnie Carlson, CEO, the name “bureau” implied government, while fact the agency is independent of the government, although it is partially funded by a lodging tax. On top of that, there are roughly 25 Bloomington’s around the U.S,. and  “Minnesota” was not consistently  used in the previous branding.

The city also has a new visual identity designed to show that it is “bursting with energy while remaining grounded in its signature approach to customer service.” At the icon’s core is a star shape, a direct reference to the shining star attraction -- the  Mall of America -- while the surrounding jewel shape represents the depth and variety of experiences available. Finally, the outer diamond shape is a nod to Bloomington’s Diamond Service Awards -- a local tradition of hospitality excellence  

“We wanted something to differentiate us, have us stand out and align with the things we celebrate,” said Carlson.  “We aren’t just the mall, but we did want to celebrate it. And we wanted to drive home the customer-centric idea with the Bloomington Diamond Service awards which honors frontline personnel. Finally, we wanted bold colors that really represent us as fun, exciting and the bold north. “

Bloomington never thought of itself  as small. “We have a global advertising agency (MMGY Global)  and we are not just a suburb of Minneapolis and St. Paul;  we are a huge economic contributor to the state and the metropolitan area,” said Carlson.

While the main regional convention center is in downtown Minneapolis, Bloomington takes the attendee overflow and is often preferred by that contingent because it’s at the doorstep to the airport. All of the city’s hotels offer free shuttle service to the airport.  And all have free parking, said Carlson, “so business travelers love to stay with us.”

The city enjoys a sizeable international market because the mall is globally known. And there is great air service to Minneapolis from many international airlines, with Asian travelers returning. Remember, said Carlson, before Delta Air Lines took over, the dominant regional carrier was Northwest Orient, so the city has always had that Pacific connection.

Not every place can boast all that Bloomington has to offer,  but it’s always worth maximizing what a destination does have. And rebranding -- done right -- can be a step toward that goal.