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Sports Tourism: Goals, Strategy, Objectives <br />€oals <br />Ellensburg will seek to: <br />1) Grow the number of events booked at Rotary Park, with an emphasis on multi-day events <br />2l Grow the number of events booked at other Ellensburg facilities/locations that can <br />accommodate sporting events, from long-distance runs to equestrian events. <br />Strategy <br />The Ellensburg Sports Tourism effort requires more than advertising resources, lt requires a dedicated <br />staff member to do sports outreach and follow up. Larger sports markets (Yakima, TriCities) offer <br />additional planning services and this should be considered as Ellensburg's sports tourisrn program grows. <br />A number of marketing tools support sports outreach, including development of a sports section on the <br />tosrism website. Google Search ads and other promotions will attract leads for sports event bookings. We <br />recommend sports tourisnr staff first attend and then later exhibit at sports conventions like the Pacific <br />Northwest Youth Sports Expo, A sports tourism e-newsletter will provide information and build <br />connections with sports event planners. <br />Measurable Objectives <br />The following measurable objectives should be revised and revised yearlyto adjust for market conditions, <br />funding, staffing and other variables. <br />2420 <br />2427 <br />20?2 <br />zoz3 <br />2024 <br />Add sports <br />content to <br />website and <br />establish a <br />baseline of visitors <br />10% increase in <br />page users over <br />2A20 <br />10% increase over <br />z02L <br />57o increase over <br />2422 <br />5% increase over <br />2023 <br />Develop a contact list of <br />250 targeted planners, <br />coaches and officials. <br />r Grow contact list by 100 <br />prospects.r Meet with 8 event <br />planners a quarter. <br />: Grow contact list by 100 <br />prospects.r Meet with 12 event <br />planners a quarter <br />Grow contact list by 75 <br />prospects. <br />Meet with 8-12 event <br />planners a quarter. <br />r Grow contact list by 50 <br />prospects,I Meet with 6-8 event <br />planners a quarter. <br />Establish baseline of <br />bookings & number of <br />days in use by visltors. <br />Determlne 2020 goal. <br />r Grow bookings by <br />70% <br />r Grow days in use <br />. Grow booklngs by <br />7U/or Grow days in use <br />r Grow bookings by <br />L0%r Grow days in use <br />r Grow bookings by <br />10% (if still <br />capacity)I Grow days in use <br />Measure <br />Analytics/ <br />establlsh <br />baseline <br />Grow clicks by <br />L0% <br />Grow clicks by <br />t0% <br />Grow clicks by <br />10% <br />Grow clicks by <br />N% <br />t <br />t-r'iY cf i.lleitsbut'8 <br />F;ve-Yg:r Iourisin Straiegic Plan <br />'Y€at Website Google SearchSales leads Bookings <br />20 i9 .!0