Marketing agency for St. Louis Park, Golden Valley rebrands | kare11.com

Oct 18, 2024

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The marketing and tourism organization formerly known as Discover St. Louis Park has rebranded this fall with a bold, new name:

"Westopolis."

The organization, which launched in 2011 and grew to also incorporate Golden Valley in 2017, began using the "Westopolis" name this month. According to Westopolis President and CEO Becky Bakken, the name is designed to highlight the vibrancy and urban character of St. Louis Park and Golden Valley, which both border Minneapolis and have a combined population of nearly 75,000.

"A lot is behind the name," Bakken said. "Westopolis just kept speaking to us. In this process, we really leaned into the fact that we are the closest neighbor to downtown Minneapolis. To be honest, we are closer to downtown than parts of Minneapolis are. And it really felt like our primary differentiator."

Bakken said the change to "Westopolis" is also meant to help the organization communicate better with event planners and out-of-town vendors, who sometimes confuse "St. Louis Park" with St. Louis, MO. Between St. Louis Park and Golden Valley, the cities boast nine hotels with nearly 1,500 combined rooms, and the tourism organization now known as Westopolis plays a key role in drawing visitors and filling those rooms.

"When people are looking for a place to go, that aren't from this area, they know the big city. They know Minneapolis. We wanted to make sure they knew how close we were to that, and once they're here they discover all the other things," Bakken said. "The name is unique, it's different. It's not on a map, we understand that. We think the name is edgy, and when we're working with planners, they're gonna lean in and say, 'tell me more about this place.'"

This week, Westopolis is enjoying a nice boost from the Twin Cities Film Fest, a staple of St. Louis Park that draws talent and crew members to the city's West End from across the country. It's the kind of annual event that Westopolis would love to see more of in the coming years.

"The West End was sort of the rationale for why Discover St. Louis Park -- and now Westopolis -- exists. It's this great area that is a real driver for visitors," Bakken said. "But both communities have their thing. Golden Valley has a big chunk of Theodore Wirth that we love to claim, and Brookview that has a lot of outdoor activities, so we really like to lean into this urban oasis."

To unveil the new brand, Westopolis rolled out a website and held a launch party this fall.

"Change is change, and that's always interesting," Bakken said, "but mostly people are really excited about the new name and we're ready to market the new name."