Roseville Visitors Association

What Roseville Visitors Association does

Roseville Visitors Association is a private destination marketing organization (DMO) founded in 2000 that operates as the official visitors bureau for Roseville, Minnesota, a suburb located approximately 10 minutes north of both Minneapolis and Saint Paul. The organization promotes tourism to the Twin Cities metro area through its visitroseville.com website, printed visitor guides, email newsletters, and social media channels, and is accredited by Destinations International's Destination Marketing Accreditation Program (DMAP). Its core product is the website, which functions as a directory and content platform covering 12 partner hotels, restaurants across multiple cuisine categories, attractions, events, itineraries, and seasonal blog content; supplementary products include printed visitor guides, a deals/coupons platform, the Roseville in Bloom public art initiative (20 painted rose sculptures), and active social media profiles on Facebook, Twitter/X, and Instagram.

The underlying technology is a standard website-based destination marketing platform built on a content management system with directory management for local businesses and an email marketing platform for newsletters. There is no disclosed proprietary technology, no API or SDK, no mobile app, and no AI/ML capabilities referenced. The supporting product surface includes an Events Calendar, Dining Directory, Things to Do listings, Itineraries, and a Newsletter signup, all delivered through the website.

The business model is a hybrid membership-services and affiliate-referral model. The Association does not charge visitors for information; instead, revenue is generated through membership fees from local hotels, restaurants, and attractions that benefit from tourism promotion, supplemented by advertising and promotional placement on the website and in printed materials. Pricing is not publicly disclosed. The customer base comprises leisure tourists, families, meeting/event planners, and sports/entertainment visitors to the Twin Cities area, while the paying members are local businesses (12 hotel partners including Avid by IHG, DoubleTree by Hilton, Hampton Inn, Courtyard by Marriott, and others, plus Rosedale Center as a major shopping destination). Strategic partnerships with Explore Minnesota, the Roseville EDA, the Rice & Larpenteur Alliance, the Minnesota State Fairgrounds, and Destinations International anchor its distribution and credibility.

Name

Roseville Visitors Association

Legal name

Roseville Visitors Association

Website

https://visitroseville.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

Roseville Visitors Association is a private destination marketing organization (DMO) founded in 2000 that operates as the official visitors bureau for Roseville, Minnesota, promoting Twin Cities tourism through its visitroseville.com website, visitor guides, and partnerships with 12 local hotels, restaurants, attractions, and the Roseville EDA and Explore Minnesota.

Ownership category

akta.pro rank

Product category

Destination Marketing Services

NAICS

Convention and Visitors Bureaus (561591), Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

akta.pro secondary industry

Destination & Itinerary Management (DMC-Led Experiences, Excursions, VIP Access) (THAHANAE)

Keywords

• Destination marketing
• Visitor information
• Travel planning
• Tourism promotion
• Hotel directory

Headquarters

HQ city

Roseville

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Visitor Services & Information: Free visitor information services provided to tourists, including hotel bookings, event listings, dining guides, and attraction information. Revenue is not generated directly from visitors but through membership fees from local hotels, restaurants, and attractions who benefit from tourism promotion.
2. Advertising & Promotional Services: Local businesses including hotels, restaurants, and attractions can be featured on the website and in promotional materials. The organization facilitates promotional deals and coupons for member businesses.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Roseville Visitors Association is a destination marketing organization that promotes Roseville, Minnesota and the Twin Cities metro area as a tourism destination. It operates the visitroseville.com website providing visitor information including hotel listings for 12 Roseville hotels, an events calendar, dining directories, attractions guides, pre-planned itineraries, deals and coupons, and printed visitor guides. Services are provided free to consumers, with revenue derived from membership fees and promotional partnerships with local hotels, restaurants, and attractions.

Product overview

The Roseville Visitors Association operates the Visit Roseville website as a unified destination marketing platform that provides comprehensive visitor services including hotel listings, event calendars, dining directories, attractions, itinerary planning tools, and deals. The core product is the visitroseville.com website, supplemented by visitor guides, email newsletters, and the Roseville in Bloom public art program. The platform serves as the primary tourism resource for Roseville, MN, positioned between Minneapolis and Saint Paul in the Twin Cities area.

Differentiator

Problem solved

Functional benefit

Products and services

• Printed and Digital Visitor Guides Printed and digital visitor guides featuring Roseville hotels, events, attractions, dining, and travel tips, available by mail request or for digital viewing. Targeted at prospective visitors planning trips to Roseville and the Twin Cities area.
• Pre-Planned Trip Itineraries Curated pre-planned trip suggestions for romantic getaways, family adventures, and weekend visits to Roseville and the Twin Cities, designed to reduce visitor planning effort.
• Deals and Coupons Program Travel deals, hotel discounts, dining coupons, and attraction offers provided to visitors to maximize their Roseville and Twin Cities travel budget.
• Roseville in Bloom Public Art Program Public art initiative featuring 20 painted rose sculptures created by Minnesota artists, displayed throughout Roseville as a cultural attraction and visitor experience.
• Travel Information Email Newsletter Email newsletter delivering news, promotions, event updates, and travel inspiration for visitors planning trips to Roseville and the Twin Cities.

Quantifiable outcome

• 10 million annual visitors to Rosedale Center shopping mall
• +2 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Explore MinnesotacoreGTM or Marketing PartnerPartnership with the state of Minnesota's official tourism marketing organization. The organization is listed as a partner on the Explore Minnesota website, providing reciprocal promotion of Minnesota tourism destinations.
• Rice & Larpenteur AllianceminorStrategic or Co-development PartnerA local business alliance focused on the Rice and Larpenteur corridor area of Roseville, working collaboratively on economic development and tourism promotion initiatives.
• Roseville EDA (Economic Development Authority)coreStrategic or Co-development PartnerThe Roseville Visitors Association works closely with the Roseville EDA to promote tourism and economic development in the city, sharing resources and cross-promoting local businesses and attractions.
• Destinations InternationalminorGTM or Marketing PartnerThe organization holds accreditation from Destinations International's Destination Marketing Accreditation Program (DMAP), indicating adherence to industry standards and best practices in destination marketing.
• Minnesota State FairgroundscoreStrategic or Co-development PartnerClose partnership promoting accommodations near the Minnesota State Fairgrounds. Roseville hotels offer special deals during the State Fair and provide shuttle services to the fairgrounds. The fair is a major annual event driving significant tourism to the area.

Scale indicators5 records

Recent moves6 records

Expansion highlights3 records

Others

• AAA (American Automobile Association): Membership-based travel information and trip-planning organization publishing regional destination content and TripBooks. Comparable as an adjacent consumer travel information and trip-planning resource that overlaps with RVA's visitor guide function.
• Destinations International: Industry trade association that runs the DMAP accreditation program held by RVA. Comparable as the standards body and broader industry ecosystem for DMOs, including training, advocacy, and accreditation referenced in RVA's profile.
• Simpleview: Leading CRM, CMS, and digital marketing platform provider purpose-built for DMOs and visitors bureaus. Comparable as the enabling technology vendor category that powers the website and member directory infrastructure used by RVA and similar CVBs.

Direct peers

• Visit Minneapolis: Official DMO/visitors bureau for Minneapolis, MN. Directly comparable to Roseville Visitors Association as a Twin Cities metro destination marketing organization promoting hotels, dining, and attractions to visitors, though operating at a substantially larger city scale.
• Visit Saint Paul: Official DMO for Saint Paul, MN. Comparable Twin Cities destination marketing peer promoting visitor information, hotels, events, and attractions in the same metro market that RVA positions itself between.
• Bloomington Convention & Visitors Bureau (Visit Bloomington): DMO for Bloomington, MN (home of Mall of America). Closely comparable suburban DMO peer anchored by a major retail/attraction draw, competing with Roseville for Twin Cities leisure and group travel demand.

Regional players

• Visit Duluth: DMO for Duluth, MN. Comparable regional destination marketing organization in Minnesota operating visitor information sites, hotel directories, and event calendars focused on a specific geographic destination within the state.

Broad incumbents

• Explore Minnesota: State-level tourism marketing organization for Minnesota and an explicit RVA partner. Operates at a broader geographic scope but engages in the same DMO function (visitor information, destination promotion, partner directories) that RVA performs at the local level.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/VisitRoseville
• Facebookfacebook.com/VisitRoseville
• Instagraminstagram.com/visitrosevillemn
• LinkedInlinkedin.com/company/visit-roseville

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Roseville Visitors Association