Agenda - Council - 12/13/2011 - Laserfiche WebLink

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MARKETING FRAMEWORK PLAN How has the Minnesota MRT Developed? Because the MRT is substantially an on -road bicycle route on existing infrastructure, MnDOT led the effort. MnDOT partnered with various federal, state, and regional agencies, as well as non-profit groups and river and bicycle enthusiasts to establish a conceptual MRT route in 2003. Local, county, and state road and trail authorities provided input. MnDOT, with its partners, developed an initial conceptual route. Minnesota's initial MRT route and marketing efforts are chronicled in a report titled "The Mississippi River Trail in Minnesota: A Masterpiece in the Making - Draft Feasibility Report"(2004). MINNESOTA'S MRT TODAY 1 In 2010, MnDOT's Bicycle and Pedestrian Section secured funding to broadly introduce the MRT to the various local, county, and state road and trail authorities and other interested stakeholders. MnDOT facilitated a series of two meetings in each of the six MRT destination areas. The focus of the community engagement activities was to revisit the conceptual MRT route and expand collaborative partnerships to implement, market, and maintain the MRT route. The funding also allowed for MnDOT to prepare a signage plan for MRT's Trunk Highway segments (approximately 25% of the route), develop a detailed mapbook, and prepare this marketing toolbox. In 2011, MnDOT's Bicycle and Pedestrian Section will continue to work with the MRT road and trail authorities and stakeholders, building on the 2010 work accomplished by MnDOT and MRT stakeholders. Ongoing work includes developing bikeway guidelines, interim alignments within the Mississippi National River and Recreation Area (MNRRA) corridor and elsewhere, updating MRT maps, implementing marketing outreach and multijurisdictional MRT administration, and developing a full route signage plan set. 1996 MRT established in southern states 1999 MN introduced to MRT at Millard Fillmore Mississippi River Conference 2000 Mn/DOT and MN DNR allocate staff and resources to designate the trail in Minnesota President Clinton designates MRT as one of 16 National Millennium Trails 2001 MN State Bicycle Advisory Committee champions MRT providing substantial assistance in route analysis Reviewed possible MRT routes by car 2002 - 2003 SUMMARY VISION SETTING MARKETING 1PRODUC'11 AUDIENCE 2004 2005 2006 Full route ground truthing analysis bicycle rides occurred over 19 days MnDOT prepares draft feasibility report MnDOT Bicycle Model Plan introduces State Scenic Byway Program featuring MRT National Park Service Alternative Transportation Project Partner Grant to help sign project 2009 MNRRA/Metro area partially signed 2010 MnDOT met with local units of government and partners to revise trail routes and signage plans, and inform marketing toolbox Conducted eight route evaluation rides 2011 • MnDOT continues to build • collaborative partnerships and establish MRT • governance • Confirms MRT Routing • Establishes minimum • • design guidelines • Launches collaborative • marketing effort 2012 : Completes signage plan • Installs signs + Ribbon cutting rides STRATEGY PARTNERS SUPPORT Launched MN MRT website and online route map Minnesota Mississippi River Trail Bikeway Page 4-4