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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 />. Relaxing and welcoming "vibe": No over-tourism; not crowdedr Events and festivalsI Rodeo-western heritager Historic downtownI Authenticexperiences, operator-owned1 Central Washington University eventsr 0utdoor recreation: Affordable and often unique venues for small-to- <br />mediurn size meetings/conferences: Significant ballfield resources for sports <br />tournaments: New boutique hotel <br />wEAKNESSES (-) <br />r Lack of a convention center. 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 />university. lnsufficient wayfinding signs for visitors. Undefined or transitioning brand <br />INTERNAL FACTORS <br />EXTERNAT FACTORS <br />oPPORTUNtTTES (+) <br />r Central, accessible locationr Excellent weather, four seasonst Beautiful natural environment-rivers, valley, <br />nearby mountainsr Central Washington University and its students, <br />family and alumnir Western Washington population growthr Puget 5ound area affluence <br />THREATS (-) <br />r Heavy traffic on Snoqualmie Passt Students commute home oftenr Car-dependentdestinationr Other weekend get-away destinations have <br />stronger "bfands"r ChanBingdemographicsr Changing attitudes toward rodeor Snow on the pass during winter season <br />City of Ellensburg <br />Five-Year Tourism Strategic Plan <br />2019 18