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Situation, continued <br />SWOT <br />The strategic plan committee helped analyze Ellensburg's strengths, weaknesses, opportunities and threats during <br />a planning retreat. <br />STRENGTHS (+) <br />r Relaxing and welcoming "vibe"r No over-tourism; not crowdedr Events and festivalsI Rodeo-westernheritager Historic downtownI Authenticexperiences, operator-ownedI Central Washington University eventsI Outdoor recreation: Affordable and often unique venues for small-to- <br />mediurn size meetingslconferencesr Significant ballfield resources for sports <br />tournamentsr New boutique hotel <br />WEAKNESSES (-} <br />r Lack of a convention centerr No dedicated stafffor recruiting and acting as a <br />liaison for group activities (business or sports)r Limited in-town child-oriented activitiesr Small downtown shopping districtr lnconsistent collaboration between the town and <br />universityI lnsufficient wayfinding signs for visitorsr Undefined or transitioning brand <br />INTERNAL FACTORS <br />EXTERIVAt FAITORs <br />oPPoRTUNITIES (+) <br />I Central, accessible locationI Excellent weather, four seasonsI Beautiful natural environment-rivers, valley, <br />nearby mountainsr Central Washington University and its students, <br />family and alumnir Western Washington population growthr Puget Sound area affluence <br />THREATS {-) <br />r Heavv traffic on Snoqualmie Pass: Students commute home oftenr Car-dependent destinationr Other weekend get-away destinations have <br />stronger "brands"r Changingdemographicsr Changing attitudes toward rodeoI Snow on the pass during winter season <br />City of Ellensburg <br />Five-Year Tourism Straiegic Plan <br />?019 18