Laserfiche WebLink
Meetings Tourism : Goa ls, Strategy, Objectives <br />Goals <br />Ellensbu rg will seek to: <br />1) lncrease Ellensburg's reputation as a centrally-located, affordable and fun place for meetings. <br />2l Grow the number of small- and moderate-sized (200-person or less) professional, business and <br />group meetings and conferences held in Ellensburg. <br />Strategy <br />Ellensburg meetings tourism requires dedicated staff time and close collaboration with locaI meeting <br />venues. Because the work is similar, one person may be tasked with outreach for both meetings and sports <br />tourism depending on the booking goals set in each area. lt will be essentialfor an advisory committee of <br />local venues to develop the booking goals for the program and a universal approach for lead sharing and <br />follow up. <br />The meetings sales staff member will reach out to meeting planners, connect them to localfacilities and to <br />provide follow up to ensure a positive experience. A number of marketing tools \)vill be deployed to support <br />the outreach effort, including a significant enhancement of the website and adding listings to online venue <br />search tools. An e-newsletter will be used to share more information and build connections with these <br />prospects. <br />Measurable Objectives <br />The following measurable objectives should be reviewed and revised yearly to adjust for market conditions, <br />funding, staffing and other variables, <br />2020 Planning year, Measure succe$ by X) fundlng staff 2) creating advlsory group and 3l determhini <br />booking goals and a lead rharing and follow up approach. <br />2A2t Add <br />content/ <br />establish <br />page <br />visitor <br />baseline <br />za22 1095 <br />increase <br />over 2020 <br />2023 tA% <br />increase <br />over 2021 <br />2024 tSVc <br />increase <br />over 2022 <br />r Create contact list of <br />250 prospectsr Meet with 1&12 new <br />leads a guarter <br />r Establish <br />baseline of # <br />of proposals <br />r Determine <br />2O21, goal <br />I Establish <br />baseline of <br />nonjocal <br />meetlngsI Determine <br />2O21 goal <br />r Growbookings <br />bv5% <br />. Grow bookings <br />bv5% <br />r Grow contact llst by <br />100 prospectsI Meet with 10-12 new <br />leads a guarter <br />r Grow contact list by <br />100 prospects. Meet with 10-12 new <br />leads a quarter <br />r Grow contact llst by <br />100 prospectsr Meet wlth 10-12 new <br />leads a quarter <br />r Grow number <br />of proposals <br />byLAY" <br />. Grow numher <br />of proposals <br />submltted by <br />s% <br />r Grow number <br />of proposals <br />by5% <br />r 6rowbooklngs <br />by 10% <br />I None <br />r Establish <br />basellne <br />Grow <br />clicks by <br />LA% <br />Grow <br />cllck by <br />City of Fllensburg <br />Five-Year'fourism Strategic Plan <br />Year Website Sales leads Proposals Bookings Advertising <br />2019 <br />t <br />ts9,, <br />48