Veneto Collaboratory was engaged to innovate the region’s tourism landscape and attraction offerings with Twin Cities travel partners by engineering new point-of-sale experiences. This would provide Twin Cities travel partners with new revenue streams to attract visitors – and enable Meet Minneapolis and The Mall of America to drive visitation and create economic development with new offerings.

Veneto Collaboratory partnered with a diverse group of attractions and travel organizations to design, craft, script and stage new visitor experiences. The new experiences reframe the region as an Experiential tourism destination.

The first phase resulted in 19 new, engaging and immersive experiences for visitors in Minneapolis and at The Mall of America. The experiences generated a new destination story which drove visitation in multiple markets.