Cities across the globe are often known for having renaissance periods, when tourism flourishes and visitors come in droves. During such times, cities shine their brightest, filled with fresh new properties and destinations aplenty.
The Twin Cities region is experiencing its own reawakening at the moment, and the stats don’t lie—Minneapolis-based TV station KARE 11 reported in April that cell phone location data shows the post-pandemic rebound of Minneapolis was the best in North America. In fact, visits grew by 45% between March 2023 and March 2024.
So, why the sudden revitalization in the cities of Minneapolis and St. Paul? Well, part of it can be attributed to the “Taylor Swift effect” (the pop star played her sold-out Eras Tour shows in June of last year in the Twin Cities, a time when visitation spiked), but other impacts include an increase in hotel room supply and ease created by new transportation options.
“To put it simply, the desire to meet face-to-face is as high as it has ever been, and we’re certainly seeing that in Minneapolis,” says Melvin Tennant, president and CEO of Meet Minneapolis. He adds that the Minneapolis Convention Center welcomed 713,000 attendees through its doors last year, an increase of more than 48% compared to 2022.
“With that increase comes a need for hotel rooms,” he explains. “In 2023, demand for hotel rooms in Minneapolis increased more than 15% year over year, while hotel occupancy improved more than 9% despite a nearly 6% increase in room supply. Those increases were driven by leisure tourism, conventions, and events throughout the city.”
“This is exciting growth over the past two years, when attendance was down,” says Kalsey Beach, president of Do Good Events in St. Louis Park.
St. Paul is also seeing new properties added to its events-hosting roster. As Jaimee Lucke Hendrikson, president and CEO of Visit Saint Paul, says, “Many of the new hotels and event spaces have been in the works for quite a while, and it’s exciting to see them opening.”
Tennant says that more than 8,000 hotel rooms in downtown Minneapolis are within walking distance of the convention center. He adds, “A large number of those nearby rooms also are connected by our extensive skyway system, providing visitors a convenient indoor option to travel throughout downtown. The system has expanded to the point where, today, you can walk continuously from the Minneapolis Convention Center to the Mississippi riverfront without stepping foot outside.” Some of these hotels within strides of the convention center include Hilton Minneapolis, which is the state’s largest hotel; Hyatt Regency Minneapolis; and Millennium Minneapolis.
In addition, the Minneapolis Convention Center itself is about to see some major positive changes through 2026. The remodeling will focus on renovating all meeting rooms as well as updating lighting in other areas of the convention center. Last year, the center generated $18.5 million in revenue, an increase of more than 14% compared to 2022.
When it comes to getting around the cities, transportation is becoming easier and more expansive, something that is a big draw for event planners. The Metro Green Line expansion from Target Field Station to SouthWest Station Eden Prairie is a prime example.
“Any avenue that results in increased accessibility to downtown Minneapolis will be a net positive for meetings and events in our city,” Tennant says. “The Metro Green Line Extension will primarily serve individuals coming downtown for events like public shows at the Minneapolis Convention Center, sporting events, and music and theater performances.” Although the project has faced several delays, it is currently expected to begin passenger service in 2027. In addition, Metro Transit light-rail trains link Bloomington’s Mall of America, Minneapolis-St. Paul International Airport, downtown Minneapolis, downtown St. Paul, the University Avenue Corridor, and the University of Minnesota Twin Cities campus, making it easy and convenient for attendees to get around the Twin Cities region.
Then there’s Metro Transit’s free bus service on Nicollet Mall and rides that are just 50 cents in the Downtown Zone. “Cars aren’t allowed on Nicollet in downtown Minneapolis [only buses and bikes], so it’s the most pedestrian-friendly street in the central business district,” Tennant says. “But attendees can get across downtown quickly by hopping on a bus marked ‘Free Ride’ seven days a week. Free Ride buses give visitors an easy way to get from the convention center, through downtown, to Washington Avenue, just a couple blocks from the Mississippi riverfront.”
As Beach says, “The Twin Cities is so accessible and easy to travel in, with great options in the urban cores and opportunities to experience an off-the-grid feeling within close proximity of the airport.”
Fresh Properties
Within the past couple years, to facilitate the boom the Twin Cities region is experiencing, many new hotel properties have sprung up to accommodate. Case in point? Four Seasons Hotel Minneapolis, located near Target Field and within six minutes driving distance of the Minneapolis Convention Center. Completed in 2022, the hotel offers 20,000 square feet of indoor event space, all conveniently located on the second floor of the hotel. It includes a grand ballroom that can cater up to 700 guests theater-style, a junior ballroom that accommodates 300, and four breakout spaces. Another draw is its outdoor Riva Plaza event space with views of the Mississippi River, encompassing 4,119 square feet.
Noelia Roblero, director of events at the Four Seasons Hotel Minneapolis, says, “Although our venue sets a new standard for luxury and excellence in events in the Twin Cities, our focus extends significantly beyond this. We strive to establish a new benchmark for hosting elevated events in a welcoming, creative, and approachable atmosphere where the event and the meeting planning experience surpass the expectation.”
Then there’s Bloomington’s Hyatt House Mall of America/MSP Airport, situated within eyeshot of the largest mall in the U.S. The hotel opened in July last year and has a 1,000-square-foot Gathering Room, along with two outdoor spaces overlooking the neighboring Minnesota Valley National Wildlife Refuge. Additionally, there’s the outdoor patio found right outside the bar.
“We are conveniently located in the heart of Bloomington but tucked away so it does not feel like you are in the city,” says Sokhom Sok, regional director of sales. “People should plan events at our space because we offer a small, simple place for off-site meetings.” Plus, you can’t beat those planned shopping excursions to break up the meeting schedule.
Michaella Holden, chief experience officer of Lucent Blue Events + Design in Minneapolis, notes, “The Twin Cities offers so much when it comes to venues and event vendors. The whole event industry is really strong in the area, so you can always find what you’re looking for, even if it’s a bit outside of the box.”
Hotel Indigo Minneapolis Downtown, An IHG Hotel, which opened its doors in December 2022, also merits consideration. For events, it offers two restaurants, the Star Bar and Star Bistro, with a semiprivate lounge and a private dining room, respectively. It’s located near the Gateway District and is just four minutes from the Minneapolis Convention Center. Greg Bashaw, director of sales and marketing, says Hotel Indigo was renovated and redesigned to pay homage to the original North Star Inn, which was built in 1962—and there is much more than that. “The entire Northstar Center complex is undergoing a major renovation that will redefine our neighborhood in the central business district of downtown Minneapolis,” he says. “The complete renovation and rebranding of our hotel was the first phase of this renovation. Soon to come will be a new, state-of-the-art event center called Northstar 8 Minneapolis, which is accepting bookings for Oct. 1, 2024, and beyond.” The Northstar 8 venue will feature over 46,000 square feet of event space.
Hotel Indigo and Northstar 8 are connected on the first, seventh, and eighth floors, “making for easy access and a seamless hotel accommodations and meetings and events experience,” Bashaw says.
Other area hotels that have opened recently include the Cambria Hotel Minneapolis Downtown, Courtyard St. Paul Downtown, and Element Minneapolis Downtown.
Many planners are excited for some recent renovations of top-notch spaces in the Twin Cities along with new spots to hold events, such as the Hollywood Theater, The 1893 at the Historic Grain Belt, and The Fillmore, all of which feel on-trend, current, and have ambience to spare.
Throughout the Twin Cities region, it is evident the area is following an upward trajectory for meetings and events. The future of the Twin Cities as a host is bright, indeed.
