By Kelly Torkelson

It’s more important than ever for cities to share their stories in a clear and engaging way, and to meet residents where they are, through social media and other digital tools. In Mendota Heights, we recently saw an opportunity to reach a wider audience through video, and the results were extremely positive.

Why we publish an annual report

In the past, the Parks and Recreation Annual Report was presented to the City Council as a slideshow summarizing the previous year’s data. The numbers and stories showed how we expanded services, increased revenue, and offered valuable programs to the community.

While cities are not required by law to publish annual reports, we do so each year as part of our commitment to transparency and community engagement. The report highlights how our programs, facilities, and staff enhance residents’ quality of life and provide a strong return on investment for taxpayers.

“The annual report helps residents see where their dollars go,” said Parks and Recreation Director Meredith Lawrence. “It’s about celebrating community achievements and demonstrating accountability.”

The new format

In 2023, we wanted to share those highlights with more residents, so we turned to video. The result was our award-winning, video-based Parks and Recreation Annual Report. We shared it at a City Council meeting and across our digital channels.

We partnered with the Northern Dakota County Cable Communications Commission (NDC4) to produce the video, which featured drone footage, narration, graphics, and photos showcasing our programs, events, and projects. Moving from a slideshow to video helped us tell our story in a more engaging, visual way and opened the door for more video use in future communications.

By sharing the report online and through social media, we reached a much larger audience. The video was featured at a City Council meeting; promoted on Facebook, Instagram, and LinkedIn; and sent to thousands of email subscribers. So far, it has been viewed more than 1,100 times — far beyond the reach of a typical Council presentation.

What we showcased

The video highlighted a year of major achievements, including park improvements, community events, recreation programs, and environmental initiatives. We also previewed upcoming projects and celebrated the role our department plays in keeping Mendota Heights vibrant and beautiful.

How we created it

Producing the video took collaboration across multiple departments. The communications team worked closely with parks and recreation staff to draft the script, spending about 20 hours writing and editing.

NDC4 handled filming and editing through its cable franchise fee agreement, providing professional services at no additional cost to the city. The estimated production value of their work was about $5,000, while our internal staff time equated to roughly $2,500 in labor.

“Working with NDC4 allowed us to create a professional-quality video that would have cost much more if we’d outsourced it,” Lawrence said.

How residents responded

Community feedback was overwhelmingly positive. Residents enjoyed the video, and many who watched it later registered for programs. As a result, we saw a 45% increase in program registrations and a 65% increase in event attendance in 2024. We believe the annual report video played a role in that growth.

City Council members were also impressed. They later approved a new full-time parks and recreation position for 2025, citing the department’s clear impact and continued success.

Our advice for other cities

We encourage other cities to explore creative ways to present their annual reports.

“Think about how your audience consumes information,” said Communications Coordinator Katie Bengtson. “Video allows you to connect emotionally and visually, it can be far more impactful than text and graphics alone.”

We also recommend using partnerships and existing resources to manage costs. Our collaboration with NDC4 proved to be an effective and affordable model for producing professional-quality content.

Looking ahead

The success of our 2023 Parks and Recreation Annual Report video has inspired new communication efforts across the city. The mayor now delivers her annual State of the City address using the same engaging video format.

As we prepare our next annual report, we remain focused on sustainability, creativity, and transparency in how we share information with residents.

“The annual report is more than a summary of our work,” Lawrence said. “It’s a story about community pride, stewardship, and the collective effort to make Mendota Heights a great place to live, work, and play.”

To watch the video, visit MendotaHeightsMN.gov/ParksAnnualReport.

Kelly Torkelson is the assistant city administrator with the City of Mendota Heights.