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MARKETING FRAMEWORK PLAN <br />How has the Minnesota MRT Developed? <br />The MRT is one of 16 National <br />Millenium Trails. Millenium Trails <br />honor the past and imagine the <br />future by preserving and <br />commemorating major events in <br />our nation's history and reflect <br />defining aspects of America's <br />culture <br />The MRT is 817 miles in <br />Minnesota, connects 67 cities, 9 <br />state or national parks and 2 <br />state trails <br />SUMMARY VISION SETTING <br />NATIONAL BEGINNINGS <br />Established between 1996 and 2000, the Mississippi River Trail <br />Bikeway (MRT) began as a community and economic development <br />project for the lower Mississippi River delta region. Multiple century <br />floods had devastated the delta. In addition to recreational and <br />tourism benefits, a bicycle route along the river could help develop <br />a sustainable economy tolerant of occasional flooding. <br />The MRT was first signed and marketed south of Hannibal Missouri <br />to the Gulf of Mexico. The route was hoped to: <br />Improve public health <br />Create appropriate land use in areas prone to flooding <br />Protect area ecology <br />Create new business opportunities <br />In May 1999, MRT Inc., a non-profit group that develops and <br />markets the MRT route, invited Minnesota, Iowa, Wisconsin, Illinois <br />and northern Missouri to help extend the route north to the <br />headwaters in Itasca State Park in northern Minnesota. Indicating <br />its national importance, President Clinton designated the MRT in <br />2000 as one of only 16 National Millennium Trails. <br />Millennium Trails honor the past and imagine the future by <br />preserving and commemorating major events in our nation's history <br />and reflect defining aspects of America's culture. <br />HISTORY OF MINNESOTA'S MRT <br />Minnesota was introduced to the MRT when MRT, Inc. presented <br />the route established in the Delta states at the Millard Fillmore <br />Mississippi River Conference in May 1999. Following the meeting, <br />MnDOT and Minnesota Department of Natural Resources (DNR) <br />administrations approved staff and resources for initial route <br />development. <br />MARKETING IPRODUC]1 AUDIENCE STRATEGY PARTNERS SUPPORT <br />Minnesota Mississippi River Trail Bikeway Page 4-3 <br />