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Leisu re Tourism : Aud ience <br />Primary Audiences <br />1) Slow Down and Savor <br />r 45-64 yrs. <br />r $1oo,ooo+ HH income <br />r King, Pierce, Snohomish Counties <br />Today's typical travelers to Ellensburg are in their mid-40s to mid-60s and come from King <br />County. They like the small-town vibe-friendly, clean and fun. They appreciate freedom from <br />traffic, freedom to walk in clean parks, freedom to leave responsibilities behind for a few days. <br />With household incomes between $100,000 and S150,000, they're comfortable but carefulwith <br />money. They seek out Ellensburg events and the downtown for fun and relaxation. Natural <br />beauty and outdoor recreation are a bonus, but not the top draw. They appreciate good food, <br />music and art, but aren't snobs about it. <br />2) Leave the Crowds Behind <br />r 25-44 yrs. <br />r $i5,000+ HH income <br />. King, Pierce, Snohomish Counties <br />It's not about nostalgia as much as new experiences for travelers in their late-20s to early-40s. <br />They want a crafted experience (and crafted beverages) away from crowded get-aways like <br />Leavenworth and Port Townsend. The outdoors are more important to this group but they too <br />like the festivals and they like to travelwith friends, History can attract this group, but they want <br />experiences, rather than lectures. Above ail, make it shareable on social. This is a diverse and <br />global group. (ln King County 28.7 percent of the population are people of color and 23.6 <br />percent are foreign born. Source: King County website) <br />Secondary Audiences <br />3, Blend Business with leisure {Bleisure} <br />r 25-54yrs. <br />r $100,000 HH income <br />r King, Pierce, Snohomish Counties <br />Business trips blending with leisure are a fast-growing trend, as is the ability to work remotely <br />ln the Puget Sound area, it is increasingly common for employees to be able to work remotely <br />one or more days a week. The morning commute could take them to Ellensburg for a day of <br />remote work and then an extended weekend of play. <br />Ciiy of !llensburg <br />Fiu€-Ye.rr Toilrism 5trategic Plan <br />hl,ffi$ <br />J019 27