Case Study

Minneapolis is known for its beautiful parks. The Minneapolis Park & Recreation Board needed a beautiful website to match.



The Minneapolis Park and Recreation Board (MPRB) is an independent park district that owns, maintains, and programs activities in public parks in MinneapolisMinnesota. The Minneapolis park system has been called the best-designed, and best-maintained in America. Their mission is to permanently preserve, protect, maintain, improve, and enhance Minneapolis' natural resources, parkland, and recreational opportunities for current and future generations. 

Our Role

  • WordPress Website Redesign
  • Reporting & Analytics
  • Support & Hosting

The Challenge:

The Minneapolis Parks and Recreation Board was in a tough situation when they started their journey to a new website and they were searching for a realistic and effective solution.

The backbone of their website, the content management system (CMS), was getting sunsetted by their agency partner. This meant that it would no longer be usable for them, so they had a decision to make.

They needed to decide if they wanted to move onto a new CMS with their former agency partner or make the transition to a new partner. They ultimately went with the latter of the two options and partnered with ArcStone for a completely new website project. We recommended that the organization go with a WordPress site, an open-source approach.


Our Approach

Minneapolis Park & Recreation Board engaged with ArcStone to help design, develop, and host a WordPress site. They approached us with a tough issue and a tight deadline, but we worked together through the process to get them a great result that they would be happy with.

The ArcStone and MPRB teams collaborated closely to migrate hundreds of pages to the new website and meet their aggressive deadline.

Beyond migrating off the old CMS, their main goal for the design was to make it easy for their users to find information about activities, events, and important park news.

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Year Over Year Results

Following the launch of the new website, the site saw increased organic traffic by 21% by leveraging the SEO-friendly WordPress platform.

Additionally, user sessions increased by 14%, and the site’s e-commerce goals converted at 189% higher over the course of two years.

Minneapolis Parks and Recreation Board has continued to work with ArcStone to improve the website and provide in-depth reporting for their board.

MPRB EoY Reporting


17% Increase

Organic Traffic


189% Increase

Conversion Goals


14% Increase

User Sessions