Gymnastics Trials Accelerated “Comeback Era” for Minneapolis | TCB

Simone Biles performed her floor routine at the U.S. Olympic Gymnastics Trials to Taylor Swift, and in the process, she helped Minneapolis come close to matching a hotel record set one year ago, when Swift’s Eras tour came to town.

Minneapolis hotels recorded more than $11.6 million in total guest room revenue last week, June 23-29, according to Meet Minneapolis Convention & Visitors Association. That’s the highest weekly revenue mark of 2024, and the highest since Swifty mania descended on Minneapolis in June 2023, also coinciding with the Twin Cities Pride Festival and resulting in $12 million in hotel revenue.

The figure released Wednesday doesn’t include Sunday, June 30, the final night of the gymnastics competition. But with one day left to tally for June, Minneapolis hotels recorded more than $40.9 million in guest revenue—a monthly figure not hit since October 2018, when the total was $41.5 million, Meet Minneapolis reported.

Hotel occupancy in Minneapolis totaled 87.5% on June 29—the 11th highest of the year. And for the week of June 23-29, hotel occupancy was the third highest since 2020, according to the convention and visitors association. Higher hotel demand weeks included March 3-9, 2024 when the Big Ten Women’s Basketball Tournament was in town at the same time as the American Physical Society March Meeting, and August 27-Sept. 2, 2023 for the Gay Softball World Series and Minnesota State Fair.

Of course, Biles and local hotels weren’t last weekend’s only winners. Tom’s Watch Bar, just a block from Target Center, saw crowds nearly quadruple its average weekend—best since the Timberwolves were in the playoffs, operating partner Amanda Neitzke said. “Overall, I think Minneapolis is on it’s way back,” she said. “We still have a ways to go, but we’re definitely in our comeback era.” So far this year, sales at Tom’s are outpacing 2023, Neitzke said.

During the gymnastics trials, more than 60 local businesses participated in Promenade Du Nord, a Nicollet Mall activation produced by the Minnesota Sports and Events commission, in partnership with market curator Mich Berthiaume. “The energy and buzz downtown was incredible,” said Berthiaume, who teamed up with Minnesota Sports and Events on markets for the 2018 Super Bowl and, earlier this year, for the Big Ten basketball tournaments.

“Minnesota Sports and Events always focuses on our local community,” Berthiaume said. “You might not have had tickets to the gymnastics trials, but you could go downtown and have a complete experience.”

Rebecca Sansone, who owns St. Paul vintage shop The Mustache Cat, jumped at the opportunity to showcase her goods at Promenade Du Nord. “It felt like a win/win from a branding perspective. Building community is important to us and this felt aligned with what the event was doing for Minneapolis.” Sansone said the shoppers she spoke to during the four-day market were a mix of tourists and locals. “We had folks coming down to Nicollet Mall during their lunch break, gymnastics fans in their USA gear, and folks joining us before, during, and after Pride.” Focusing her event merchandise on smaller items that would be easy to pack or carry—coasters, bottle stoppers, magnets—drove a high volume of sales, she said.

Staffing a booth at a market is never easy for a small business, but fashion designer Danielle Everine said it was well worth the effort—for her brand, and for the city. “I met gymnasts, coaches, and fans from all over the world,” Everine said. “When I travel, I always seek out local markets. Promenade Du Nord gave downtown Minneapolis a little je ne sais quoi. I’d love to see a permanent artisan market in Minneapolis.”