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Ellensburg's goal is to support a healthy economy through increased tourism. The cily will grow tourism by refiningand enhancing itsleisure tourism nrarketingand by reaching new audiences through sports and nreetings tourisrn. Ellensburg Tourism Plan Executive Summary Over the next five years, Ellensburg will: 1. Develop a stronger branding position that is true to the community's nature and attractive to visitors. Produce new advertising and marketing creative that supports this position. 2. Establish baselines and specific goals to measure its tourism effort. Expand reporting to include economic impact indicators and regular visitor surveys, as well as current analytics. 3. Grow the tourism program to include sports and meetings as well as leisure tourism. Engage in significant outreach to gain sports and meeting bookings. Set and track goals, 4. lmprove its online presence through a new website, Work to increase positive mentions on third- party online travel sites. 5. Create a robust social media program that reaches new audiences through travel influencer blogs, posts and social media takeovers. Make Ellensburg more socially "shareable," 6. lrnprove the experience at chamber and downtown visitor information centers, including a digital information board downtown. Deploy a mobile visitor center at freeway interchanges and off-site locatio,ns. 7. Focus advertising efforts on audience profiles and markets most likely to produce results- western Washington adults seeking reasonably-priced escapes. Test new digital advertising opportunities including those targeting sports and meeting event planners. 8. Support the tourism effort with funding that permits staffing sports and meetings tourism outreach and that allows marketing budget growth in keeping with Lodging and Sales Tax revenue growth. 9. Partner with other organizations to promote significant tourism opportunities. City of Ellensburg Five-Year Tourism Strategic Plaa 4 Research shows / Ellensburg is conflicted about its image as a rodeo town, college town or events town. Visitors aren't sure what to think. / The greatest number of visitors surveyed were 45 years old and older and come frorn King Qounty. They're "comfortable," but not wealthy. r' Most visitors surveyed come for events. They like the downtown and local beer, wine and sp'irits. lf under 45, they rank outdoor recreation as a strong attraction. They're likely to return 1-2 times a year. Opportunity knocks / Ellensburg offers a crowd-free, small-town escape close to a large urban area, / lts central, affordable location makes it attractive for meetings and events. r' lts historic downtown offers authentic, unique experiences. / lt has u nderutilized, quality sports facilities. / lts natural environrnent provides rich assets for leisure and sports tourism. 2019