Romane says an undercurrent of all the work is a chance to change perceptions. “We have the opportunity to position Minneapolis as a year-round destination,” he says. “Regardless of when you come, there are going to be exciting things to do.”
Likewise, if your event is not big enough for the NFL stadium, Minneapolis has several other venues worth considering. TCF Bank Stadium on the University of Minnesota campus opened in 2009, followed a year later by Target Field (home of the Twins). Target Center is undergoing a $135 million renovation meant to make it competitive to host an NBA or WNBA All-Star Game. Minneapolis Convention Center is available for industry events like this year’s National Sports Forum, as well as indoor competitions like dancing and fencing.
The city missed out on a bid to host the 2020 College Football Playoff, admits Romane. But with the development spurred by U.S. Bank Stadium, don’t expect many future events to say no to Minneapolis after the Super Bowl.
“The media-exposure opportunities are incredible,” says Romane. “I think that’s what drives us to pursue these events. It allows us to tell our story.”