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Sports Tourism: Goals, Strategy, Objectives <br />Goals <br />Ellensburg will seek to: <br />1) Grow the number of events booked at Rotary Park, with an emphasis on multi-day events <br />2t 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 spotls tourism program grows. <br />A number of marketing tools support sports outreach, including development of a sports section on the <br />tourism 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 yearly to adjust for market conditions, <br />funding, staffing and other variables. <br />2020 <br />2027 <br />2022 <br />7023 <br />2024 <br />Add sports <br />content to <br />website and <br />establish a <br />baseline of vlsitors <br />10% increase in <br />page users over <br />2020 <br />10% increase over <br />2A2L <br />5% increase over <br />2022 <br />5% increase over <br />2023 <br />Develop a contact list of <br />250 targeted planners, <br />coaches and officials. <br />Grow contact list by 100 <br />prospects. <br />Meet with 8 event <br />planners a quarter. <br />Grow contact list by 100 <br />prospects. <br />Meet with 12 event <br />planners a guarter <br />Grow contact list by 75 <br />prospects, <br />Meet with 8-12 event <br />planners a quarter. <br />Grow contact list by 50 <br />prospects, <br />Meet with 6-8 event <br />planners a quarter. <br />Establish baseline of <br />bookings & number of <br />days in use by visltors. <br />Oetermine 2020 gqal. <br />r Grow bookings by <br />to%r Grow days in use <br />r Grow booklngs by <br />10%t Grow days in use <br />Grow bookings by <br />L0% <br />Grow days in use <br />Grow bookings by <br />10/o (ifstill <br />capacity) <br />Grow days in use <br />Measure <br />Analytics/ <br />establlsh <br />baseline <br />Grow clicks by <br />LO% <br />Grow clicks by <br />70% <br />Grow clicks by <br />LO% <br />Grow clicks by <br />70% <br />I <br />a <br />tI <br />: <br />'l,i'l sf Illeilsburg <br />Fi.,ie-Year Tou ris;r Strategic Plan <br />Yeat Website Sales teads Eookings Google Search <br />20 i9 <br />I <br />,10