How Detroit Lakes earned the score
Population 9,869 (US Census 2020)
Situation Detroit Lakes needed to boost tourism and its local economy.
Action Introduced Thomas Dambo’s troll sculptures to attract tourists.
Result From June to November 2024 the installations generated an estimated $5.99 million in visitor spending, supporting local businesses and creating jobs.
Detroit Lakes, Minnesota, has recently welcomed an enchanting addition to its array of attractions, Thomas Dambo’s whimsical trolls. These towering wooden sculptures, crafted from reclaimed materials, have quickly become a significant draw for tourists. Hundreds of visitors flock to see these trolls each day during the summer. We assume each tourist spends about $60. This influx of visitors is expected to have a substantial economic impact on the community.
The Magic of Thomas Dambo’s Trolls
Thomas Dambo is an internationally renowned artist known for his large-scale troll sculptures made from recycled wood and other materials. His work is celebrated for its whimsical charm and environmental message, encouraging recycling and sustainability. The trolls in Detroit Lakes are no exception, captivating both locals and tourists with their unique design and storytelling.
Economic Impact: A Closer Look
Updated: December 3, 2024
Since the installation of Thomas Dambo’s trolls in Detroit Lakes, Minnesota, the area has experienced a significant boost in tourism and local economic activity. Recent data collected from Google Business Profiles (GBP) provides detailed insights into visitor engagement and spending patterns from June to November 2024. To turn direction requests into visitors, we use our survey work at Big Ole in Alexandria, where 9.3% of visitors requested directions through Google Business Profile. That works out to about 10.8 visitors for each direction request.
Visitor Engagement and Economic Impact:
| Month | GBP Direction Requests | Estimated Visitors | Estimated Visitor Spend |
|---|---|---|---|
| June | 1,300 | 14,040 | $842,400 |
| July | 1,817 | 19,624 | $1,177,440 |
| August | 2,551 | 27,551 | $1,653,060 |
| September | 1,924 | 20,779 | $1,246,740 |
| October | 1,309 | 14,137 | $848,220 |
| November | 338 | 3,650 | $219,000 |
| Total | 99,781 | $5,986,860 |
Key Insights:
- Visitor Estimation: The number of visitors was estimated by multiplying GBP direction requests by a factor of 10.8, from the 9.3% share explained above.
- Average Spending: We assume each visitor spends an average of $60 on food, souvenirs, and other local amenities. This is our assumption, not a measured figure.
- Total Economic Contribution: Over the six-month period, visitors contributed approximately $5.99 million to the local economy.
Monthly Trends:
- Peak Season: July and August saw the highest visitor numbers, correlating with the summer vacation period. By our estimate, that is about 630 visitors a day in July and 890 a day in August.
- Off-Peak Season: Visitor numbers declined from September through November, aligning with the onset of cooler weather and the school year. By our estimate, daily visitors fell from about 690 in September to 460 in October and 120 in November.
Community Impact:
The influx of tourists has provided substantial support to local businesses, including restaurants, shops, and hotels. This surge in economic activity has led to job creation and enhanced economic stability within the community. Additionally, the presence of the trolls has fostered community pride and engagement, with residents participating in maintenance and offering information to visitors.
Conclusion:
The installation of Thomas Dambo’s trolls has had a profound positive impact on Detroit Lakes, significantly boosting tourism and the local economy. The detailed data from GBP direction requests and visitor spending underscores the value of such creative initiatives in fostering economic and community development.
Detroit Lakes is one of our 12 placemaking examples. Other towns that built a reason to visit are on file here, and the Only Here books tell those stories town by town.
Note: The above estimates are based on available data and certain assumptions. Actual figures may vary.
Our June 2024 Forecast, Now Superseded
Visitor Numbers and Spending
- Daily Visitors: Hundreds of tourists visit the trolls each day during the summer.
- Average Spending: Each tourist spends approximately $60, including on food, souvenirs, and other local amenities.
Calculating the Economic Impact
Assuming a conservative estimate of 200 tourists per day:
- Daily Revenue: 200 tourists x $60 = $12,000
- Summer Season (90 days): $12,000/day x 90 days = $1,080,000
Expanding this to an annual figure, considering lower off-season visitation rates:
- Off-Season Daily Visitors: Estimated at 50 tourists per day
- Off-Season Daily Revenue: 50 tourists x $60 = $3,000
- Off-Season Period (275 days): $3,000/day x 275 days = $825,000
Total Annual Revenue
Combining the summer season and off-season revenues:
- Total Annual Revenue: $1,080,000 (summer) + $825,000 (off-season) = $1,905,000
Analyzing the Economic Impact
The introduction of Thomas Dambo’s trolls to Detroit Lakes is projected to generate nearly $2 million annually for the local economy. This revenue supports local businesses, including restaurants, shops, and hotels, leading to job creation and increased economic stability. The trolls also enhance the town’s cultural landscape, making Detroit Lakes a more attractive destination for tourists and potentially increasing property values.
A Cultural and Environmental Treasure
Promoting Sustainability
Thomas Dambo’s trolls are not just an attraction but also a statement on sustainability. Made from recycled materials, these sculptures emphasize the importance of recycling and reusing. This message resonates with many visitors, fostering a greater appreciation for environmental conservation.
Enhancing Cultural Appeal
The trolls add a unique cultural element to Detroit Lakes. Each sculpture tells a story, blending folklore with environmental themes. This artistic and cultural addition enriches the town’s identity, making it a more compelling destination for art enthusiasts and families alike.
Community Benefits
Supporting Local Businesses
The influx of tourists has a direct positive impact on local businesses. Restaurants, cafes, and shops see increased patronage, especially during peak tourist season. This boost in business activity helps sustain existing businesses and encourages new ventures.
Job Creation
With the increase in visitors, there is a higher demand for services, leading to job creation in the hospitality and retail sectors. This job growth contributes to the overall economic health of Detroit Lakes, providing more employment opportunities for residents.
Community Engagement
The presence of the trolls has also fostered a sense of community pride. Local residents take pride in these unique installations and often volunteer to help maintain the sites and provide information to visitors. This community involvement strengthens social bonds and promotes a welcoming atmosphere for tourists.
Why Other Towns Should Follow Detroit Lakes’ Lead
Leveraging Unique Attractions
Detroit Lakes has demonstrated the power of unique attractions in driving tourism and economic growth. By leveraging Thomas Dambo’s trolls, the town has created a distinctive identity that draws visitors from near and far. Other towns can replicate this success by identifying and promoting their unique assets.
Emphasizing Sustainability
The emphasis on sustainability in Dambo’s work adds an additional layer of appeal. Towns that prioritize environmentally friendly attractions not only draw eco-conscious tourists but also contribute to global conservation efforts. This approach can enhance a town’s reputation and attract a more diverse visitor base.
Fostering Community Involvement
Community involvement has been key to Detroit Lakes’ success. Engaging residents in tourism initiatives creates a sense of ownership and pride, which in turn enhances the visitor experience. Other towns can benefit from fostering community engagement and support for their tourism efforts.
Conclusion: A Model for Success
Detroit Lakes’ experience with Thomas Dambo’s trolls provides valuable lessons in tourism development and economic growth. By focusing on unique attractions, sustainability, and community involvement, towns can create compelling destinations that attract visitors and boost local economies. The nearly $2 million a year we forecast in June 2024 is a testament to the potential impact of well-executed tourism strategies. Our December 2024 estimate above replaces that forecast: about $5.99 million in visitor spending from June to November 2024 alone.
Update, July 2026: the troll’s own numbers
We manage the Google Business Profile for Alexa, the flagship Detroit Lakes troll, so we can report what the listing itself recorded from February through early July 2026: 21,028 profile views, 11,592 interactions, 6,437 direction requests, and 5,154 clicks through to this report. Monthly interactions climbed from 667 in February to 4,541 in June, a 6.8x rise into the summer season.
Detroit Lakes is also no longer an outlier. Our July 2026 sweep counts 40 Thomas Dambo locations across North America, and every venue that publishes numbers shows the same step change: Bernheim Forest in Kentucky reported a 200 percent attendance jump after its 2019 giants, Coastal Maine Botanical Gardens set an all time record of 336,400 visitors in the trolls’ 2021 debut year, and Charlestown, Rhode Island drew 67,000 visitors in the first ten weeks after its 2024 unveiling. The troll effect is repeatable, and Detroit Lakes remains one of its best documented cases.
- People are searching for the trolls by name. Attraction-specific queries (troll, trolls, dambo trolls, detroit lakes trolls and variants) accounted for roughly 4,300 of the 8,977 searches that surfaced the listing. The trolls are not riding generic traffic; they created their own demand.
- Direction requests are the visitation signal. A direction request is someone in a car asking Google how to get there. June 2024 logged 1,300 of them; June 2026 roughly doubled that. Applying the direction-to-visitor model we calibrated for this site (10.8 visitors per request, 60 dollars average local spend), the February to July 2026 period implies an estimated 69,500 troll visitors and roughly 4.2 million dollars in local visitor spending. Those are estimates from our model, not turnstile counts, and we publish them as such.
- Reviews show network behavior. Recent five-star reviews describe day trips from Minneapolis, families hunting all the trolls across the area, and visitors planning trips to Dambo installations in other states. One sculpture became an itinerary.
Data source: the attraction’s Google Business Profile performance dashboard, February 1 to July 8, 2026, and Creative City Developments’ visitor estimation model.