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Sports Tou rism: Goa ls, 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 />7) Grow the number of events booked at other Ellensburg facilities/locations that can <br />accourrnr:date sporting everrts, frcrnr long-distance rurls to equestriarr 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 sports 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 tourism 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 />@ <br />2020 <br />2021 <br />2022 <br />2023 <br />2024 <br />Add sports <br />content to <br />website and <br />establish a <br />baseline of visitors <br />10% increase in <br />page users over <br />2020 <br />L0% increase over <br />2021 <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 quarter <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 visitors. <br />Determine 2020 goal. <br />Grow bookings by <br />to% <br />Grow days in use <br />Grow bookings by <br />ta% <br />Grow days in use <br />Grow bookings by <br />t0% <br />Grow days in use <br />Grow bookings by <br />10% (if still <br />capacity) <br />Grow days in use <br />Measure <br />Analytics/ <br />establish <br />baseline <br />Grow clicks by <br />ro% <br />Grow clicks by <br />to% <br />Grow clicks by <br />r0% <br />Grow clicks by <br />to% <br />I <br />I <br />I <br />City cf Ellensburg <br />Five-Year T{lurism Strategic plan <br />Google Search <br />20'r9 40