Anthony Edwards’ postgame invitation to Charles Barkley became a viral tourism hook after the Minnesota Timberwolves’ May 19, 2024, Game 7 win over Denver. Explore Minnesota quickly amplified the line, and a fan-comedian said he redirected a matching web address to the state tourism site. The attention produced a reported short-term jump in website traffic—not evidence, by itself, of lasting tourism growth. Saint Paul’s summer campaign, meanwhile, had already been planned.
What did Anthony Edwards say to Charles Barkley?
After Minnesota beat Denver in Game 7 on May 19, 2024, advancing to the Western Conference Finals, NBA analyst Charles Barkley told Edwards he had not been to Minnesota in “probably 20 years.” Edwards replied, “Bring ya ass!” FOX 9 reported the exchange two days later, as the phrase was spreading online. Meet Minneapolis later described the three words as a viral sensation during the Timberwolves’ playoff run.
The appeal was the line’s blunt, playful invitation: a nationally televised basketball exchange suddenly sounded like a pitch to visit Minnesota. FOX 9’s May 21 report covered the exchange and the state tourism response; Meet Minneapolis’ year-end review recalled its popularity.
How did Minnesota tourism organizations respond?
Explore Minnesota’s rapid response
Explore Minnesota, the state tourism agency, used the viral moment in its promotion. FOX 9 also reported that Jon Savitt, a comedian and Timberwolves fan, said he had bought bringyaass.com and redirected it to Explore Minnesota’s tourism website. That report documents the redirect in May 2024; it does not establish whether the address still redirects today.
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FOX 9 attributed the traffic figures to Chris Morgan, Explore Minnesota’s communications and media relations manager. The figures describe a brief burst of online activity, not a measured increase in trips:
| Reported measure | What FOX 9 reported in May 2024 | What it does—and does not—show |
|---|---|---|
| Users from Sunday to Monday | About 106,000, compared with a typical 45,000; reported as an increase of about 135.5%. | A short-term increase in users on the agency’s website; not evidence of bookings, visits, or sustained growth. |
| Monday visits | About 81,000, described as 211% above Sunday. | A one-day traffic comparison; it does not establish how many visitors traveled to Minnesota. |
These are contemporaneous figures reported by FOX 9 and attributed to Morgan, not current analytics. Website attention can be a useful sign that a message has spread, but the report does not connect the traffic to later travel or revenue.
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Saint Paul’s campaign was already in motion
The viral exchange did not originate every Twin Cities tourism campaign. In its official May 2024 announcement, Visit Saint Paul said its summer campaign had already been crafted. It described the Edwards-Barkley moment as generating “much spontaneous enthusiasm around Twin Cities tourism”—a boost in attention alongside a separately planned campaign, rather than the campaign’s starting point.
| Effort | Timing and scope | What the available figures establish |
|---|---|---|
| Explore Minnesota’s use of the viral phrase | A rapid state-level response to the May 2024 playoff moment. | FOX 9 reported a short-lived web traffic surge attributed to an agency representative; no lasting visitation impact is established. |
| Visit Saint Paul’s summer campaign | Already crafted by the time of the May 2024 announcement; a Saint Paul destination campaign. | The announcement reported projections from group bookings made in 2023: more than 180,000 attendees, 56,000 hotel room nights, and an estimated economic impact exceeding $41 million. These were pre-remark group-sales projections, not outcomes of the viral moment. |
Visit Saint Paul’s account also makes clear why annual and event figures should not be treated as a scorecard for the slogan. Meet Minneapolis reported more than 2 million hotel rooms sold in Minneapolis during 2024, the most since 2019, but did not attribute that citywide annual total to Edwards’ remark. It also reported 59,590 rooms sold during March 3–9, 2024—the most ever in a week at that time—and discussed multiple demand and event drivers. That week preceded the May exchange. Neither figure measures the viral response’s effect.
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See the organizations’ own accounts: Visit Saint Paul’s May 2024 announcement and Meet Minneapolis’ 2024 tourism highlights.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Did the phrase become an official slogan, and is merchandise available?
FOX 9 reported that merchandise related to the phrase existed, but did not identify a specific item, authorized seller, or current listing. The May 2024 coverage likewise does not verify whether Explore Minnesota still uses the phrase or whether bringyaass.com continues to redirect. The reporting supports calling it a viral invitation that the agency amplified—not asserting that it remains an official slogan or that authorized merchandise is currently for sale.
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