Jerry Thoreson Talks About the Mission of Destination Duluth

Sunset departure by @schmiescary

Duluth, located here at the Westernmost tip of Lake Superior, has always been a beautiful part of the world. It's easy to find the setting inspirational and soul-lifting, so much so that over the past 30 years the city and its region have become the #1 tourist destination in Minnesota.

Destination Duluth, however, has a different kind of mission. They not only encourage folks to visit, they're hope is to see them fall in love with the place and stay.

According to their website, "Destination Duluth is a collaborative online resource dedicated to educating and inspiring the public about the beauty of Duluth, Minnesota, thereby shaping the City's positive growth." To accomplish this goal they have become adept at using social media and digital technology to a most exceptional degree. Their Facebook and web stats are nothing short of astonishing.

For this reason I reached out to their social media wizard Jerry Thoreson to learn more and share it here.

Ed Newman: What was the original vision for Destination Duluth and who was behind that?

Jerry Thoreson, Destination Duluth

Jerry Thoreson: For decades, Duluth has suffered from three misconceptions about the Zenith City:
1. That Duluth is too cold for human habitation.
2. There are no good jobs.
3. That it is an unwelcoming community.

Destination Duluth was formed to reshape and change the dialogue about Duluth. In short, the organization set out to help re-brand Duluth and surrounding region. In doing so, the ultimate goal is to attract new/returning residents – to grow Duluth. Our hashtag says it all – #befromDuluth.

Destination Duluth was the brainchild of Branden Robinson, the Manager of South Pier Inn. He grew up in Duluth, went to Cornell University, where the seeds of an endeavor that would help re-brand Duluth were planted. In 2012 he registered destinationduluth.org and recruited Tom Livingston and Chris Swanson to assist in organizing Destination Duluth. In 2013, they recruited Jerry Thoreson to help launch their social media, which went live on May 23, 2013. The Facebook page had remarkable growth, reaching 50,000 followers in the first 500 days. In October 2019 they reached 150,000 Likes with an average reach of 120,000 and 8,000 clicks of engagement daily (2019).

EN: How has it shifted over time?

Photo credit: Matthias Martin

JT: At first we were very careful to differentiate ourselves from tourism with their “heads in beds” goal. Destination Duluth’s ultimate outcome is “heads in homes.” However, we realize that the first step in someone relocating to Duluth is visiting Duluth. So, we’ve embraced that reality and are actively seeking sponsors from the tourism/hospitality industry.

EN: You’ve been with Destination Duluth since 2013. What is your role with the project?

JT: My role started as the content manager for their social media platforms. In 2019, I was promoted to managing director.

EN: How did you end up as part of the team?

JT: It’s a long story, but in 2012 an acquaintance suggested I connect with Chris Swanson, a Two Harbors entrepreneur who founded PureDriven, a digital marketing company. In the fall of 2013 Chris became familiar with my work and sought to recruit me.

EN: What would you say have been your biggest achievements to date?

JT: According to a 2018 survey of 1,000 of our followers, over 50% stated they have visited Duluth as a result of content they’ve seen on social media. But even more impressive, 50 respondents stated they are either have moved, or are in the processes of moving “because of Destination Duluth’s influence.”

High Bridge at dawn. Photo © Kenny Palmer.  

EN: It’s apparent that Destination Duluth is a big cheerleader for our region. How did the Destination Duluth Facebook page obtain 5 million views in a single week recently?

JT: We reposted a video by duluthharborcam.com of a ship coming into port that went viral with over 4 million views and 38,000 clicks of engagement. The rest of the week we were over the 120,000/day average which resulted in 5 million views for the week and over 8 million for the month of January, 2019.

Cloud Reflections by @educk3 Used with permission.

EN: You stated that tourism is delivering 12 million in tax dollars to the city today. Do you have a source for that?

JT: This story from the Minneapolis Star: Duluth rakes in record $12.4M in tourism revenue 

EN: What are the biggest tourist activities when people come here?

JT: Canal Park, ship watching and the Aerial lift bridge are without a doubt the biggest draw for tourists. Glensheen has seen explosive growth over the last few years and Skyline Drive and Enger Tower are also high on the list. Up the shore top favorites would be Gooseberry Falls and Split Rock Lighthouse.

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For More Information visit: https://www.destinationduluth.org/
To follow on Twitter: #BefromDuluth

© ‎David Schauer‎. Used with permission.

A Visit with Visionary Entrepreneur David Grandmaison of the Duluth Experience

David Grandmaison was born and raised in Duluth. Like many here, he moved away for a number of years for college and career, then returned.

Most recently, he worked as a research biologist for the Arizona Game and Fish Department. After eight years in the desert he decided to return to the Northland. His folks are still here and he wanted to be closer to them. "Plus," he adds, "there's water here."

His father was himself a very successful local entrepreneur, so it is not surprising to see David in a similar role. His title is "Experience Designer."

EN: What is The Duluth Experience and how was it conceived?

David Grandmaison: Our mission at The Duluth Experience is pretty simple, "We Connect People To Duluth." It's about crafting activities that facilitate deeper travel experiences that poke at the essence of what Duluth represents -- namely, adventure, storytelling, and a "can-do" entrepreneurial community. Back in 2012, when our idea for The Duluth Experience was being discussed, there wasn't anyone in the tourism space making these types of connections. Breweries were popping up, Duluth was being recognized as a national outdoor recreation destination, and excitement was building for what I saw (being a Duluth native) as a rebrand for the city.

So we started working on a business plan and pulled the pieces together for an experiential tourism-focused brand that incorporated craft beer brewery tours, kayak and bicycle adventures, and stories from Duluth's rich history... basically the activities and stories that we thought would make the most meaningful connections for our guests. We had no idea that it would work so well.

Here's a link to our "Who We Are" page for more info: https://www.theduluthexperience.com/who-we-are/

EN: How many different channels or opportunities do you manage? What criteria do you use for deciding what you will add next?

DG: Our overall activity calendar varies seasonally. Plus, the tours & activities sector of the travel industry is dynamic -- in the sense of crafting new experiences and continually evolving. I think that's part of the draw to this work for me. The creativity and experimentation is challenging and fun. Our greatest challenge has been finding ways to engage our guests during the "off-season." Necessity being the "mother of invention", we've developed a bunch of great fall, winter, and spring offerings.

Our Curling & Brews Experience has been a game changer for our Brewery Tour Program. Similarly, we just launched a Backstage Experience with the Duluth Superior Symphony Orchestra -- something we've been developing with the DSSO for years and are finally ready to implement. At our last count, we have about 28 different options throughout the year. Some of those options are workshops. We hold one wilderness medicine workshop and two photography workshops each year. We're developing a couple of new tours for this summer, too.

There are a few simple criteria for developing new ideas. First and foremost, it has to tie into our mission. Then we ask ourselves a few questions. Do we think it will be engaging and fun? Does it make sense financially? We have a formal process for new program development that has worked for us. Some ideas make the cut. Some don't.

We have a running list of nearly 100 ideas that have been developed or recommended to us over the years. Every couple of months we take a look at that list to see if anything jumps out at us. This year it's our Backstage Experience with the DSSO, a ghost tour that will replace our Dark History Bus Tour, and a tour that focuses on Bob Dylan's connection to Duluth.

EN: How do you promote The Duluth Experience?

DG: Many ways. Most importantly, we deliver on our promise to our guests. That leads to the most important means of promotion -- word of mouth recommendations.

We are also committed to doing our part in the community. This highlights our brand values -- passion, thirst, and service. As an example, we started our Collaboration Brew Program in 2019 as a way to help raise money for local non-profits. The idea is pretty simple. We leverage our relationships with our brew and cider partners to develop and craft a beer (or cider) and then take the proceeds of its sale and give them to an organization making a difference in our community. In 2019 we raised nearly $5,000 for two local non-profits: The Northland Paddlers Alliance and LifeHouse. This year we'll release a cider that will benefit the Minnesota Prison Doula Project and a beer that will raise funds for The Hartley Nature Center.

We basically stick to our mission and engage with the community. That has served us well so far.

EN: What do your typical “customers” look like?

DG: Our guests are folks who are looking for more personalized experiences than Duluth's typical attractions can offer. Our service is about building a relationship built on trust and friendship - two things that our guest greatly value. Many - but not all - of our guests are folks who have been to Duluth in the past. Some of them come to Duluth each year or multiple times each year and we see many repeat customers as a result.

Approximately 70% of our guests are travelers from outside of Duluth. The remaining 30% are Duluthians looking for fun activities and things to do -- for date nights, for family outings, for visiting friends. It's been amazing to see the local support and it's something we've worked hard to earn.

EN: Why is Duluth such a great city to experience?

DG: Duluth has a ton to offer. Great city culture, a rich history, and a story that combines determination, tragedy, failure, darkness, and triumph. The adventures in, and around, Duluth are nearly endless -- from fishing to mountain biking to hiking... Duluth is the gateway to the Northwoods. When you tie in the growing food and beverage scene and the stories of the entrepreneurs crafting Duluth's new identity, you've got a winning combination that defines our world-class destination.

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Related Links
The Duluth Experience
Destination Duluth
Visit Duluth


All photos on this page courtesy John Heino Photography with the exception of the Bob Dylan Way sign.

Duluth Named One of the Top 10 Best Foodie Cities by Livability.com

This may surprise more than a few locals, but it doesn't surprise me that Duluth has been crowned one of the best "Foodie Cities" in America by Livability.com. For those of us who have experienced the transformation, it's a delicious endorsement and we appreciate the recognition.

Susie and I moved here in 1986 and, to be honest, there just weren't that many places that inspired us as places to go out to eat. We'd lived in the Twin Cities for several years and enjoyed a variety of places that were special to us. Duluth felt constraining when we took up our residence here.

But over time I've observed an ongoing transformation. Maybe it's like watching your own children grow, you just don't notice that much until someone says, "Well my, how your kids have grown!" Evidently others noticed this Duluth transformation as well. In fact, it's been downright impressive. Increasing numbers of establishments, chefs and cooks have demonstrated a commitment to higher standards that include support for local farmers, regional cuisine, appropriate portions and (naturally) delicious food.

Anyone half paying attention has noticed the multiplicity of food shows on television and in Hollywood (eg. Chef and Julie & Julia). How we eat is not only becoming a modern artform but a philosophical approach to life. And I like it.

Here's the press announcement that floated out to the media yestoday:

Duluth Named One of Livability.com’s Top 10 Best Foodie Cities, 2015
Annual list identifies and ranks America’s foodie cities

Foodie culture continues to marinate in U.S. cities, along with its various cousins the farm-to-table and craft-beer movements. Many cities are encouraging restaurant districts and boutique eating, and reaping the benefits. With this in mind, Livability.com has named Duluth a Top 10 Best Foodie City, 2015. Duluth strongly supports local farmers, showcases regional cuisine, and provides residents with an innovative and eclectic mix of restaurants and delicious food to eat.

When choosing the best foodie cities, our editors first analyzed Census data to find cities with high concentrations of restaurants and bars. Using data from Esri and other sources, they looked for cities whose residents choose to eat at independent restaurants rather than chains or fast-food establishments. Our editors also looked at access to healthy food and farmers markets, which provide at-home cooks with fresh ingredients. Finally, just because these cities have great food doesn't mean they should be eating it to excess, so we also factored in the adult obesity rate.

Of course, palates are a subjective thing, so our editors also layered in some other factors like James Beard Award winners, Michelin stars and even Yelp reviews. Finally, we used our experience and judgement to narrow the list into the final Top 10. “You can go on and on about how a strong foodie culture benefits a city economically and leads to more vibrant downtowns,” says Livability editor Matt Carmichael. “But let’s be realistic. It’s really all about having a variety of great food to eat. Who doesn’t want that in their town?”

Duluth restaurants pack pleasant surprises, from small brewpubs churning out full-bodied beers to greasy spoons with vegetarian and even vegan options. Spots such as Duluth Grill, The Portland Malt Shoppe and The Pickwick make up a sophisticated and diverse culinary scene in this lakeside city. In Duluth, show up as you are to most dining halls, and the waiters, cooks and owners treat you as one of the family.

Top 10 Best Foodie Cities, 2015
1. Coral Gables, FL
2. Omaha, NE
3. Pittsburgh, PA
4. Duluth, MN
5. Rockville, MD
6. Bellevue, WA
7. Stamford, CT
8. Tempe, AZ
9. Burlington, VT
10. Walnut Creek, CA

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About Livability.com:
Livability.com explores what makes small to mid-sized cities great places to live, work and visit. We examine issues related to livability such as walkability, cultural amenities, transportation, urban planning, and sustainability through exclusive research and discussions on our blog. We celebrate the accomplishments of these cities through our monthly top 10 lists, our annual ranking of livable cities, our rich photography and conversations with readers in social media. Livability.com is a division of Journal Communications, Inc.

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Fabulous meal featured a tender, delicious bison heart.

A few of our favorite places to visit and re-visit over the years have included Duluth Grill, At Sarah's Table (a.k.a. Chester Park Cafe) and The New Scenic Cafe. But the list is long as regards what Duluth has to offer.

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Naturally food isn't the only reason to make Duluth a destination. This past year Outside Magazine named Duluth the "Best Town Ever." The air is clean, the water fresh and expansive, and the opportunities for hiking, boating, fishing, trail riding and camping are near endless. The view is fabulous for the entirety of its length as it hugs the largest freshwater lake in the world.

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And if you follow this blog you already know we have a thriving arts community. To see more of what Duluth is about, check out Destination Duluth.

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End Notes: The photos here are of dishes prepared by son Micah who has worked in the culinary trade for more than a dozen years, currently a cook at Duluth Grill and At Sarah's Table. The bison heart, lower right, was exquisite, though not yet on any local menus that I am aware of.