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Research and Discovery: Executive lnterviews Executive lnterviews Stakeholders from the city, business, the chamber, the university, downtown association and local arts, events and historical organizations in Ellensburg were interviewed for input into this plan. lnterview candidates were identified by the strategic plan committee. JayRay reached out to more than 20 candidates and conducted 16 interviews. Questions focused on these key areas; goals, positioning, audiences, resources and success factors. Learnings Goals Ellensburg seeks to grow tourism into an increasingly important economic driver, while not sacrificing the relaxed, small-town atmosphere that makes it so attractive to residents and visitors alike. Ratherthan be a "tourist town" like Leavenworth, Poulsbo or other destinations, it seeks to offer an authentic small-town experience enlivened by the presence of a vibrant university culture and punctuated by regularfestivals and events that earn it a reputation for "always having something going on." ln additionalto leisure tourism, Ellensburg's location, affordability and facilities make it a good fit for small-to-medium sized group activities from conferences to youth and adult sports tournaments. Positioning (how visitors think of Ellensburg, distinct from other weekend getaways) Ellensburg is stillvery muclr what it has been-a relaxing, friendly small ranching and college town. lt's on its way to becoming more artsy (music, galleries, craft beer/cuisine), but it hasn't fully leaned into any one of the arts. lt also has tremendous recreational opportunities and natural beauty, not only for the avid outdoorsman, but for the Sunday nature walker, the once-a-year kayaker and the recreational cyclist. lt's a town that likes variety, with some event or festival happening most weekends. lt's centrally located and affordable. The rodeo is still its most well-known event. lf Ellensburg were to more clearly distinguish itself from its destlnation competition, the most common positions mentioned by stakeholders were: r "There's always something happening" events townr "Western heritage" town. "A place to escape" town r "Meet in the middle" town City of Ellensburg Five-YeaI Tourism Strategic Plan quoTEs oF NoTE "Unlike Ledvenworth or Winthrop, the activities change so there's a teasan to come back. We always have some fun activity going on," "You cqn't have lestivals all the time, but you can have u festive qtmosphere all the time, Ellensburg shauld hdve more street vendors and the city needs to help make that happen," "The rodeo is still very impottdnt, but the western theme for Ellensburg is wonlng, Our culture hos changed; we ore more and more influenced by the college and by the "wet" side," "l'd like to see us play up the Western way ol life. I see us appealing to the city dwellers who Jind the country lile appealing." 7z0r9