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Positioning Ellensbu rg to Visitors <br />The research showed Ellensburg is perceived as a relaxing, friendly ruraltown. Visitors agreed with the <br />"western heritage" description and also used the word "country" frequently when describing the town. <br />Ellensburg will always be well-grounded in these roots, but community leaders shared their visions for <br />an evolving community with a growing university influence and strong offering in the arts, craft <br />beverages, outdoor opportunities, festivals and events. The "My Ellensburg" theme has allowed tourism <br />marketing to be something for everyone. lt's time to distinguish Ellensburg from other destinations by <br />adopting a theme that: <br />U Honors the roots and values of the community without a traditional country theme <br />2l Resonates with visitors. lt olfers what they want ond whot they believe Ellensburg can <br />provide. <br />3) Differentiates Ellensburg from other visitor destinations <br />What does Ellensburg have that visitors crave? <br />Perceived values, rather than specific offerings, offer a more consistent view of community personality <br />lndependent <br />Authentic <br />Open-hearted <br />FunJoving <br />Slower-paced <br />Strong <br />0utdoor-loving <br />Free to relax and be yourself <br />Uniquely local experiences to discover <br />Friendly people, social opportunities <br />There's always something to do <br />No crowds, no lines, no pressure <br />Be part of something vibrant, meaningful, <br />memorable <br />Enjoy natural beauty and open spaces <br />City of Ellensburg <br />Five-Year Tourism Strategic Plan <br />Ellensburg Perceived Values Visitor Desires <br />20L9 77