Marketing campaign earns MVTA top honor
Oct 10, 2024 4:17 pm
Award recognizes efforts for Renaissance Festival promotion
Minnesota Valley Transit Authority (MVTA) recently received a national award for efforts promoting public transit ridership to the Minnesota Renaissance Festival.
MVTA representatives received the award Oct. 1 at the American Public Transportation Association TRANSform Conference in Anaheim, Calif.
MVTA was honored for efforts to reduce traffic congestion associated with the Renaissance Festival by promoting public transit options to the event in Shakopee. The festival is the third largest of its kind in the country with more than 30,000 attendees and has historically caused severe traffic congestion for both residents and festival-goers alike.
“Our goal was to create a campaign that would both appeal to riders and demonstrate to county officials that MVTA would be an excellent choice for addressing traffic and parking concerns,” said MVTA Marketing Specialist KaSondra Weiderich. “To achieve this, we developed a comprehensive campaign strategy highlighting the ease and convenience of taking public transit.”
MVTA recognized Scott County’s transportation concerns and tailored a service plan accordingly. Social media posts, targeting festival attendees, focused on the fun and engaging aspects of public transportation. MVTA also partnered with the Renaissance Festival to promote the service and offer incentives to riders.
As a result, Renaissance Festival ridership in 2023 increased 218 percent compared to the previous year, which helped ease traffic congestion and provide a smoother transportation experience.
“It’s gratifying to have been able to work closely with local officials and a premiere entertainment venue to promote successful public transportation that benefits all involved,” said MVTA Chief Executive Officer Luther Wynder.
In 2024, MVTA transported a record 49,699 Renaissance Festival riders.MVTA served the festival for all seven weekends from Eagle Creek Park & Ride in Shakopee. After Labor Day, additional Shakopee service was available from Southbridge Crossings Park & Ride and Burnsville Transit Station.
“Your bold and visionary campaigns don’t just move people — they spark connections, create lasting impact, and shape the future of our communities,” said APTA President and CEO Paul P. Skoutelas. “Public transportation is more than a means of getting from A to B — it’s a catalyst for transforming lives and strengthening the fabric of society. Hats off to those who understand that every ride is a chance to drive our communities toward a more prosperous, connected future.”
In total, there were 374 submissions in three different categories for the APTA awards, all judged by hundreds of top transportation industry experts in two different rounds of competition.
MVTA is the public transit provider for seven cities in Dakota County and Scott County. For more information about MVTA, go online to mvta.com or contact MVTA Customer Service at 952-882-7500.
