Deephaven • Excelsior • Greenwood • Shorewood • Tonka Bay

OCTOBER SEPTEMBER

2017 -2018ANNUALREPORT

LETTERfrom thePRESIDENT

Angie Bean2018 Chamber President

Dear Members and Friends,

Holy Cow! How did a year already go by? It was such an honor to be your 2018

Excelsior-Lake Minnetonka Chamber President. To say this year was fun would

be an understatement! I would like to thank everyone who set the bar so high

before me and who showed me how to lead this incredible organization. I would

also like to take this opportunity to thank our amazing Board of Directors, our

marketing director, Jocelyn Youngstedt and of course our fearless leader, Laura

Hotvet! I could not have done this without each and every one of you. You have

all made my job so fun.

Looking back, this past year was one for the record books. The event season

started off with a bang. We had beautiful weather for Bridgewater Bank Luck

O’ the Lake. The event was a huge success and brought people out before we

had to hole back up for our spring snow storm. The Lake Minnetonka-Excelsior

Morning Rotary Club hit it out of the park once again with the 6th annual

Bingo and Burgers by the Bay event, donating an incredible $20,000 to our

Lake Minnetonka 4th of July fireworks fund. Art on the Lake may have started

off stormy but we finished with record attendance. July 4th, much like Art on

the Lake, started soggy but ended with the best fireworks display the Lake

Minnetonka Community has seen in a long time. We were able to close the

season with a record breaking Excelsior Apple Day. Having moved it back a week

the weather was incredible along with all the vendors and entertainment. Our

volunteers for all these events really stepped up this year. It goes to show what

an amazing community we live in and how much people want to get involved to

make where we call home a better place.

We continue to work closely and share our space with the legendary Steamboat

Minnehaha. We are fortunate they call Excelsior and its port home. Our Welcome

Center volunteers have been nothing short of amazing. We continue to work

alongside the local municipalities to better serve our businesses, residents

and visitors. They are a key part to our success as a chamber. We have been

busy making some changes to our by laws which will be voted on at our annual

meeting in November.

All in all it was a successful year for the chamber. One that everyone should be

very proud to have been a part of. Thank you all for making my year truly great!

Your 2018 Excelsior-Lake Minnetonka Chamber President,

Angie Bean

EXECUTIVE SUMMARYIt is hard to believe that yet another year has flown by! Each year I am honored to be in the position as your Executive Director of the Excelsior-Lake Minnetonka Chamber of Commerce. This organization continues to evolve and grow with the generous support of our communities, sponsors, members and volunteers. There is an energy behind the Chamber and it never ceases to surprise me! Without this positive creative and strategic thinking, our organization wouldn’t be where we are today.

Your Chamber of Commerce is a community connector. Our job is to make positive connections that will benefit our members and the community at large. This year is no different. We have opened up strategic dialogue on the subjects of workforce issues, transportation, housing and development — the Board of Directors always puts our members first in these discussions. We recognize the need to work with our neighboring Chamber communities, to understand the challenges facing our region, and to look into the future as a collective set of voices. For me, this has been an exercise filled with hope and enthusiasm for the future of our area.

Overall, the community of the Excelsior-Lake Minnetonka area continues to thrive. This is due to a vibrant downtown business district, new local businesses, active residents, engaged entities, an award winning public school district, and much, much more.

Laura HotvetExecutive Director

2018 Art on the Lake The 38th annual Art on the Lake was filled with talented artists from all over, great music, food and fun for 2 days! We were thrilled to partner with the nonprofit Arts group, AVIVO Artworks. ArtWorks is part of Avivo’s Community Support Program in Minneapolis and supports artists living with mental illness as they create art, build community, and fight stigma around mental illness. 2018 4th of July The annual 4th of July celebration has been in place since 1888 and this year was no different. The day started out with the Firecracker race, a 1 mile, 5K and 10K with a record breaking number of runners. The day continued with the Water Street Kids’ Parade and popsicle social followed by live music provided by two of the 34th Infantry Red Bulls Bands — both the Concert Band entertained us with a patriotic serenade and the Rock Band entertaining us with music we all know, and finally the only free fireworks show on Lake Minnetonka!

2018 Crazy Days The popular annual retail sales event was held in July, as always. Many local stores rolled out their specials and the street was filled with tents and lots of shoppers!

2018 Excelsior Apple Day Apple Day is a beloved celebration that continues to be an important annual tradition in the fall! The annual celebration kicked off with the Park Nicollet Apple of the Lake 5K and 1 Mi, with over 250 runners participating. Vendors, food stands, live music performances and an apple pie baking and eating contest, and ending with a good old-fashioned street dance with residents and visitors dancing under the stars!

Chamber Welcome Center 37 Water Street continues to be the hub of activity in our Chamber area. The Chamber staff, Board of Directors, and Welcome center volunteers enjoy being here for the business community and visitors who come to town.

The entire South Lake area is one that continues to trend positive, winning awards as best places to live, grow up, work, and retire! From new residential developments and remodels, commercial buildings, construction in every corner, and new businesses filling commercial districts. We are so blessed to be a part of a community that celebrated the history, story, lake culture that defines and supports us. Working with our sponsors, members, retail partners and community organization — the richness of our community continues to be enhanced, and for that we are very thankful. As promoters and head cheerleaders to all that happens here, we continue to be honored to live, work and play in such a special place!

2017 Holiday Season The Holidays in downtown Excelsior continue to be important traditions for many people. Special events during the busy holiday season brings the shoppers and keep them happy! Thanks to the Excelsior Downtown Retail Committee’s Holiday team — they work hard to draw visitors and create holiday memories that included a Chili dinner at the Masonic Lodge, the annual tree lighting ceremony, free wagon rides, carolers and even Santa Claus was seen mingling with visitors!

2018 Bridgewater Bank Luck o’ the Lake The 6th Annual St. Paddy’s day race brought in over 1300 runners to the streets of downtown Excelsior. As the event was held on St. Paddy’s Day — we partnered with Jake O’Connor’s Public House and hosted a tent party that brought many people to the streets to celebrate.

2018 Excelsior-Lake Minnetonka Person of the Year The annual celebration of Chamber members was held at Pique Travel in April. This year, we honored Connie Fredericks as our 2018 Person of the Year. Connie has supported our business community for many years and has worn a variety of hats! From Girls Night Out to the Holiday efforts, Connie is always the first to raise her hand and help.

The Excelsior-Lake Minnetonka Chamber of Commerce had another

successful year in 2017, thanks in large part to revenue produced in

2016. As a board, we were good stewards of money we generated, while

allocating toward growth for the years to come.

Overview

TREASURER’S REPORT

Chris TietzTreasurer

We have instituted a fiscally

conservative strategy both in 2017

and again in 2018, both in how we

approached the budget and spending.

That was a goal of mine coming into

the role as treasurer and one I believe

will be carried on. Each event and

activity has been evaluated both in

how we can potentially grow or in

the case of the BBQ fest exiting the

event all together. What you will find

in the revenue/expense graph is that

we achieved those goals and had

weather that cooperated.

Revenue & ExpensesI’m once again encouraged at the

state of our balance sheet, despite

added cost to chamber operations,

a new mobile initiative (chamber

van), our rent increasing, and

holiday events. The balance sheet

is the real snapshot of health in

any organization and ours has only

improved in 2017 and 2018.

Balance Sheet

Section 501(c)(6) of the Internal Revenue Code provides for the exemption of business leagues, chambers of commerce, real estate boards, boards of trade and professional football leagues, which are not organized for profit and no part of the net earnings of which inures to the benefit of any private shareholder or individual.

A business league is an association of persons having some common business interest, the purpose of which is to promote such common interest and not to engage in a regular business of a kind ordinarily carried on for profit. Trade associations and professional associations are business leagues. To be exempt, a business league’s activities must be devoted to improving business conditions of one or more lines of business as distinguished from performing particular services for individual persons. No part of a business league’s net earnings may inure to the benefit of any private shareholder or individual and it may not be organized for profit to engage in an activity ordinarily carried on for profit (even if the business is operated on a cooperative basis or produces only enough income to be self-sustaining). The term line of business generally refers either to an entire industry or to all components of an industry within a geographic area. It does not include a group composed of businesses that market a particular brand within an industry.

Chambers of commerce and boards of trade are organizations of the same general type as business leagues. They direct their efforts at promoting the common economic interests of all commercial enterprises in a trade or community, however.

What does it mean to be a 501(c)(6) Non-Profit?

SummaryThis has been one of the more rewarding positions I have held to date. The opportunity to oversee the finances of our members and businesses, witnessing the growth of Apple Day and Luck ‘O the Lake, and driving people into our community to shop, eat and have fun has been a privilege. As we move forward, the evolution of our chamber will be fun to watch with the five communities benefiting in more ways than ever before. Thank you for allowing me to be your treasurer and I look forward to sharing my voice wherever needed.

Please contact me with ideas or comments, christietz@gmail.com.

MEMBERSHIPMembership Driven, Community Grown2017–2018 was another solid year for membership! The Excelsior-Lake Minnetonka Chamber increased our renewal dues by 5.2%, and acquired the same amount of new membership as last year. A healthy report as our membership retention and interest remains strong! Our members support the efforts of the Chamber with annual dues.

This past year included presentations at monthly meetings by our members. This allows us to learn from each other, as well as how we can work together as a more fluid and connected community. We heard about small business insurance, workplace stress relief through meditation, local restaurateurs and how they got to where they are today, Mayors, Administrators, the Excelsior Fire District, and the South Lake Minnetonka Police Department shared updates at the Annual State of the Cities, not to mention the favorite Annual Boat Cruise in September. We are so blessed with a rich business community that we can learn from! We offered a free monthly marketing workshop that was very well received.

Our Board of Directors continues monthly meetings to make sure we are making the best decisions on behalf of our members, and we look forward to continue that!

What are a few things the Chamber strives to do?

Total Membership October 2017 to September 2018

NewMembership15.7%

RenewingMembership84.3%

Advocate • Welcome Center• Information clearing house• Resource sharing• Local prosperity• Community well-being• Local decision-making• Keep dollars in local econ-

omy• Presence in the community• Marketing assistance• Consolidated vision• Voting rights

Engage• Monthly Meetings• Events• Community connection• Retail Committee• Collaborative opportunities• Website, Social Media,

Weekly communications• Shared Knowledge• Elevate your profile• Booster Club• Ambassador Club• Business education• FUN group

Promote• Magnifies visibility• Inform• Weekly news• Social media• Mobile-friendly website• Destination design• Attract customers• Send a positive message• Generate and turnover

revenue• Special events• Chamber event involvement

Introducing our new Mobile Welcome Center! Meet the Chamber’s new mobile unit. We are so excited to officially launch this program in Spring 2019.

The Chamber is always striving to expand our outreach, we are doing this by mobilizing our Chamber Welcome Center. The van will represent the organization and act as a tool for our Members and Municipalities around the Lake Minnetonka area. As a community building organization, we want to continue to bridge relationships between our members, municipalities and communities.

Look for the van to roll through your community in 2019! We will have pop-ups around the Lake Minnetonka area quite often. We are working on offering fun merchandise, information from the Chamber and on our events and more! We are elated to work with ExploreMN to grow this project!

Follow along on social media at: #ChamberChevy Instagram: @LakeMtkaChevy

The friendly and dedicated Welcome Center volunteers have been staffing the Chamber Welcome Center for the past five seasons. They readily share their wealth of knowledge and information about local happenings, events, and businesses. Handing out schedules and tickets to local events as well as restaurant suggestions and menus, the volunteers offer directions to area hot spots and offer sales of a curated selection of Chamber event merchandise.

The Chamber Welcome Center is staffed most Tuesdays, Thursdays, Saturdays and Sundays during the warm weather season. It’s also open during the winter holiday season on Saturdays between Thanksgiving and Christmas, with volunteers offering free gift wrapping for shoppers of local area businesses. Be sure to stop by after visiting our collection of special boutiques and shops in the Excelsior-Lake Minnetonka area!

Thank you to all those who volunteer at the Welcome Center — you are incredible ambassadors and we appreciate your ongoing service!

WELCOME CENTER

Year in ReviewAfter an inaugural year for the Marketing Director role being filled, we have accomplished a year of steady growth on our existing platforms and outreach, as well as trying new efforts. The strategies we currently implement are: social media, press releases, weekly e-newsletters, advertisements, print media and our website. As an added marketing value for our Chamber members, we partnered with Lori Henning to introduce the Marketing Workshops in 2018; this will develop more in 2019. We continue to build our brand and structure for the Chamber and our members by emphasizing the value of our members, community and supporters.

Goals for 2019In 2019 I will work closely with members to ensure that they are taking full advantage of the marketing resources available to them through the Chamber; Maintain and build on custom marketing campaigns for our events and gain new outreach to drive traffic into our communities. We strive to connect with our members and local businesses and collaborate with our marketing efforts. We are so excited to announce that the organization will be receiving our first ever grant from the ExploreMN Tourism Marketing office. Keep an eye out for the Chamber Chevy!

Websitewww.excelsior-lakeminnetonkachamber.com We are thrilled with our new website, launched in January of 2018. It is now more mobile friendly, easy to navigate and has more visual elements! The website offers everything you need to know about the organization and the Excelsior-Lake Minnetonka area; events like Art on the Lake, 4th of July, member directory and surrounding municipalities. We built our website to inform first time Chamber inquiries, visitors and the local community.

These stats represent 9/1/2017 – 10/1/2018:

SESSIONS

82,482ACTIVEUSERS

USERS

59,255

POPULARPAGES

The Lake Minnetonka 4th of July page had 64,680 page views! Our event pages continue to attract the majority of website traffic including in popular order: Art on the Lake, Apple Day, Bridgewater Bank Luck O’ The Lake, Farmers’ Market, Firecracker Run and Crazy Days.

COMMUNITYREACH

In addition to our local communities, we had website visitors from all over the world including Canada, India, Russia, United Kingdom, South Korea, Brazil, Phillipines and Germany!

OUTREACH

Jocelyn Youngstedt Marketing Director

MOBILE 54.42% DESKTOP 38.24% TABLET 7.34%Apple iPhones and iPads make up approx. 73.5% of mobile traffic.

AVERAGE DAILY ACTIVE USERS 78 HIGHLIGHTS: Luck o’ the Lake 968 / 4th of July 8,097 / Apple Day 2,762

NEW VISITORS 82% RETURNING VISITORS 18%AGE RANGE: 25-34 26% / 35-44 24% / 45-54 19% / 55-64 15% / 18-24 8% / 65+ 8%GENDER: FEMALE 63% / MALE 37%

The Chamber currently utilizes Constant Contact for our email marketing. Over the past year we have sent over 150 emails; e-newsletters, gift guides, toolkits etc...to communicate with Members, volunteers, sponsors and community members. Subscribe to receive our emails!

Likes 3,302 (Up over 20% from last year)

Facebook has changed their reporting data ranges so these numbers are from the last 180 days:

Average Weekly Total Reach 10,012 (up over 30% from last year!)The number of unique users who had any content from your Page or about your Page enter their screen. This includes posts, check-ins, ads, social information from people who interact with your Page and more.

Average Weekly Page Engaged Users 723 The number of unique users who engaged with your Page. Engagement includes any click or story created.

Additional Facebook pages managed by the marketing director:Excelsior Farmers’ Market – 2,763 likes Lake Minnetonka 4th of July – 1,609 likesExcelsior Art on the Lake – 1,976 likes Excelsior Apple Day – 1,164 likesBridgewater Bank Luck O’ The Lake 5K – 984 likes Shop Excelsior – 1,893 likes

These stats represent the main Excelsior-Lake Minnetonka Chamber Facebook page.

Media RelationsThe local media, in a community like the Excelsior-Lake Minnetonka area is a critical partner. The Chamber has im-portant relationships with the local media and they do a wonderful job of connecting and informing the Chamber to our community. Press releases are sent regularly, interviews are conducted and photos are disseminated. Media channels are listed below, but are not limited to:

• Print: Lakeshore Weekly News, Sun Sailor, Star Tribune, City Pages, Lake Minnetonka Magazine, American Craft Council, Mpls St. Paul Magazine

• TV/Video: WCCO (4), Twin Cities Live, KARE11, Lake Minnetonka Communications Commission, FreeForm, KSTP

Social Media

Email Marketing

@exclakemtka – 1,098 followers (up almost 40% from last year) - 1,435 posts@excelsiorfarmersmarket – 1,215 followers (up 50% from last year) - 451 posts@excelsiorartonthelake – 448 followers - 579 posts

@exclakemtka– 1,452 followers - 6,089 tweets

Lake Minnetonka 4th of July CelebrationThe Excelsior-Lake Minnetonka Chamber of Commerce proudly hosts and produces the only public fireworks display on Lake Minnetonka, at the Commons Park in downtown Excelsior.

• 140 years in existence• 21 sponsors• 14 food vendors• 35 volunteers

EVENT REPORTEvents bring visitors to the area and help keep it vibrant. Marketing and promotions highlight the

many wonderful things about the Excelsior-Lake Minnetonka area.

Bridgewater Bank Luck o’ the Lake 5k – March 17This is the first of three running events in the Lake Minnetonka Running Series, hosted by the Chamber. The 6th annual St. Paddy’s Day run was held on a beautiful early spring day in conjunction with a tent party welcoming guests to downtown Excelsior!

• 1306 runners• 18 sponsors• 17 volunteers

Excelsior Art on the Lake – June 9 and 10This creative art experience connects the artist’s personal story with a vibrant lake community. Nestled in the park along the shores of Lake Minnetonka visitors enjoy fine art, entertainment, locally produced food, beer and wine.

• 81 volunteers• 13 sponsors

Excelsior Farmers’ Market – Tuesdays, May-SeptemberThis market strives to be a local community destination where the consumer can engage with the locally grown healthy food movement. Our goal is to promote awareness and education surrounding the food products offered. New in 2018 — partnered with ICA Foodshelf to bring SNAP and EBT programs to customers.• 25 years in existence• 59 vendors

Firecracker Race registered runners: • 1-mile - 369• 5K - 1,392• 10K - 575

• 155 artists• 14 food vendors• 38 years in existence

Excelsior Apple Day and Park Nicollet Apple of the Lake 5K and 1 mile – September 22 A lakeside festival celebrating community, featuring locally produced foods, art, antiques, handicrafts, kids korner, Pie baking contest and pie eating contest, food, drinks and a good old-fashioned streetdance.

• 82 years in existence• 9 sponsors• 14 food vendors• 75 exhibitors• 69 volunteers

Firecracker Race registered runners: • 1-mile - 369• 5K - 1,392• 10K - 575

Race• 289 runners registered• 12 sponsors• 35 volunteers

Chamber Programs are defined as a regular part of our budget on an annual basis.

PROGRAMS

Person of the YearRecognizing our annual Person of the Year is an important program for our members to celebrate those who go the extra mile! The recipient of the 2018 Person of the Year was awarded to Connie Fredericks, owner of Ooh La La, a local business that has been located in Excelsior for many years. Connie has been an important part of the many retail events throughout the years. The annual award artwork is lovingly created by local artist, Al Tollefson. The celebration was well attended by members and guests of our Chamber Community — another beautiful event hosted by our gracious members at Pique Travel.

Excelsior Farmers’ Market The beloved Excelsior Farmers’ Market continues to draw a crowd every week to Water Street. The mission of the market is to nourish and educate. The Excelsior Farmers’ Market strives to be a local destination where the community can engage with the locally grown healthy food movement. Our goal is to promote awareness and education surrounding the food products we offer. Every week features something new and exciting! We connect our community with local growers and makers, and drive traffic to our local businesses every Tuesday afternoon May - September.

Membership Meetings Our monthly membership gatherings are held on the third Thursday of every month. We feature member businesses, organizations and give updates on current happenings in our Chamber area. The goal is to keep members engaged and informed while offering opportunities connecting with each other! Quarterly member breakfasts are offered with the rest of the meetings held over lunch. Meetings are held at different member locations - so our members get a chance to experience the many culinary options in our area. Some of our notable meetings this past year were: State of the Cities held every October - representatives from our 5 cities share current happenings in their cities, the annual Boat Cruise held in September - a great way to connect with peers while cruising the lake, and our Holiday Soiree, held in December at Pique Travel.

Excelsior Downtown Retail Committee The downtown retail community gathers at the Chamber on the first Tuesday of every month. This allows for information sharing on retail events, City of Excelsior updates, and any other subjects of interest. It is a great platform for connection among our retailers. The EDRC covers the planning process of popular retail events such as Holidays, Crazy Days, Trick or Treating, as well as holiday and summer Streetscape and beautification planning.

Internships and Connection with our Schools An important program the Chamber continues every year is to work with students - by offering a valuable real world learning experience to young people infuses our businesses with young energy, and offers a chance to work closely with business owners, organizations, events, city governments and engaged residents. This year we welcomed Moriah Gerber, a Senior from University of Kansas. She was an invaluable member of Team Chamber!

We have a strong partnership with the Minnetonka Public Schools DECA and Vantage Programs. These are ways to engage high school students with our local businesses. It gives students the chance to work with real life business owners, give presentations to groups, work on projects with local entities, publish work, and reach out to the businesses in a positive way. The recent projects they have completed have supported the Chamber and its members!

The F.U.N. Group The F.U.N.Group is comprised of individuals who volunteer to promote and drive the younger demographic into the Lake Minnetonka communities. We do this by networking through social gatherings and community involvement.

In our inaugural year of 2018 we were able to accomplish group volunteering and managing of the Youngstedts Beer & Wine Garden for Excelsior Apple Day and planned and executed the free Trick-Or-Treating events in the downtown business area for Excelsior. With the leadership and volunteer efforts, we have created a strong base for the group and are excited to keep growing! If you would like to come to one meeting or attend regularly and be a leader in helping us with events, all are welcome!

In 2019 our goals are to coordinate group outings, volunteer for community events, plan small events in the area to generate traffic into our community, build awareness for the group and grow! We hope you can be a part of it.

BOARD of DIRECTORSSECRETARY:Miki HuntingtonCommunity MemberExcelsior, MN 55331952.715.2063

EXECUTIVE DIRECTOR: Laura Hotvet37 Water StreetExcelsior, MN 55331952.474.6461

MARKETING DIRECTOR:Jocelyn Youngstedt37 Water StreetExcelsior, MN 55331952.474.6461

Stephanie DelgadoVice PresidentBankVista1420 White Oak Dr.Chaska, MN 55318952.905.2085

Gary EzellJoey Nova’s 5655 Manitou Rd.Excelsior, MN 55331952.405.2700

Jennifer MorrisEdina Realty952.937.8600

Morgan Dawley, PEPrincipal, WSB & Associates, Inc.701 Xenia Ave. SouthSte. 300Minneapolis, MN 55416763.287.7173

Bill Damberg Brightwater Clothing & Gear256 Water St.Excelsior, MN 55331 952.474.0256

Nicole Lovald Spirit of the Lake Yoga & Wellness Center 244 Water St.Excelsior, MN 55331952.474.7707 Greg AamodtBacardi USA952.484.8860

Kirby Graff Sanford, Pierson, Thone & Strean, PLC1905 Wayzata Blvd EWayzata, MN 55391952.404.2100

Andrew BiscayBiscay & Associates Inc American Family Insurance Agency24000 MN-7 #226Excelsior, MN 55331952.856.5500

Contact: Dave Johnsen

A N N U A L R E P O R T P R I N T I N G D O N A T E D B Y :

PRESIDENT:Angie BeanBean’s Greenwood Marina21945 Minnetonka Blvd.Excelsior, MN 55331952.474.7942

2017 PAST PRESIDENT: Bill WolfsonBill Wolfson Commercial Real EstateColdwell Banker Burnet 201 East Lake StreetWayzata, MN 55391952.334.4554

TREASURER:Chris Tietz3543 Garfield AveMinneapolis, MN 55408612.210.2229

952.474.6461 | 37 Water Street, Excelsior, MN 55331 | www.excelsior-lakeminnetonkachamber.com