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Research and Discovery: Executive lnterviews <br />Learnings <br />Audiences <br />Ellensburg appeals more to the older visitor. Empty nesters and retirees <br />were called out as frequently seen in the downtown museums, shops <br />and restaurants. At the same time there's a desire to appeal to "young <br />couples" who might come for the outdoor recreation and stay in town <br />for the beer and live music. This may not be as much age-based, as it is <br />lifestyle-based. There did not seem to be as strong ofan appealto <br />families who might find few activities for children once they have <br />explored all the outdoor recreation options (however, those outdoor <br />options maybe sufficient). There is a general sense that Ellensburg could <br />do more to attract parents of current CWU students and CWU alumni in <br />partnership with the university. <br />Resources <br />Ellensburg has a solid foundation of information for tourists-websites, <br />visitor centers and campaigns to increase awareness of the destination. <br />There is a general desire to take those resources to the next level. <br />The website offers a lot of information, but it could be easier to navigate <br />and provide more trip planning assistance. Consider adding more diverse <br />images on the website and marketing materials to appeal to a diverse <br />audience. Ultimately, a one-stop-shop website approach to area <br />activities and events should be considered, using compelling storytelling <br />rather than a directory-style site. <br />The consensus is that Ellensburg still needs visitor centers to cater to <br />older traveler. The centers need to be "dasily bumped into," either in <br />downtown or near the freeway; they need excellent signage and they <br />need to be open more (particularly during the weekend). While the <br />basics of location and hours are important, equally important is the <br />visitor experience created at the centers. <br />Success Factors <br />ln order to get cornmunity support for the investments needed to take <br />tourism marketing to the next level, leaders need to not only show <br />interim measures of success, such as digital analytics, but also <br />demonstrate a correlation of marketing efforts to business trends or <br />sales data. Successful marketing also will continually strive to better <br />reflect visitor motivations and target efforts to the most receptive <br />audiences. <br />For a complete review of the common themes, nuggets and learnings <br />from the stakehalder intewlews, please go to Appendix A, paga 52. <br />City of Ellensburg <br />Five-Year Tourism 5trategic Plan <br />8 <br />QUOTES OF NOTE <br />"As far os visitors, we <br />seem to see mostly <br />empty nesters . #L <br />o ttrocti o ns fo r o ut- of- <br />town guests are the <br />radeo and the university. <br />Adventure seekers go to <br />Roslyn." <br />"We cater to the older <br />crowd - empty nesters. <br />l'd like to grow the <br />younger couples. People <br />looking for good beer, <br />good food, outdoor <br />recrestion, Somewhere <br />to hike, listen to live <br />music, get o beer." <br />"l'd like to see us do <br />more with CWU alumni." <br />"ln general, Ellensburg is <br />welcoming to odult <br />alumni ond parents, <br />Sometintes there is <br />friction with students ond <br />businesses downtown. <br />But a student's bad <br />experience with a <br />downtown business will <br />impoct their interest in <br />being a future tourist <br />here." <br />2G19