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Meetings Tourism: Goals, Strategy, Objectives <br />Goals <br />Ellensburg will seek to: <br />l-) lncrease Ellensburg's reputation as a centrally-located, affordable and fun place for meetings. <br />2) Grow the number of small- and moderate-sized (2O0-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 local 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 essential for 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 will be deployed to support <br />the outreach effort, including a significant enhancement of the website and adding listings to online venue <br />search ioois. An e-newsietter wiil be used to share more information anci buiiri conneciions with these <br />prospects. <br />Measurable Objectives <br />The following rneasurable objectives should be reviewed and revised yearly to adjust for market conditions, <br />funding, staffing and other variables. <br />2020 Planning year. Measure success by 1) funding staff 2) creating advisory group and 3) determining <br />booking goals and a lead sharing and follow up approach. <br />2021 <br />2022 <br />2023 <br />2024 <br />Add <br />eontent/ <br />establish <br />page <br />visitor <br />baseline <br />t0% <br />increase <br />over 2020 <br />t0% <br />increase <br />over 2021 <br />15o/o <br />increase <br />over 2022 <br />I Create contact list of <br />250 prospects <br />Meet with 10-12 new <br />leads a quarter <br />Grow contact list by <br />100 prospects <br />Meet with 10-12 new <br />leads a quarter <br />Grow contact list by <br />100 prospects <br />Meet with L0-12 new <br />leads a quarter <br />Grow contact list by <br />100 prospects <br />Meet with 10-12 new <br />leads a quarter <br />Grow number <br />of proposals <br />submitted by <br />5% <br />Grow number <br />of proposals <br />by5% <br />r Establish <br />baselinc of # <br />of proposals <br />r Determine <br />2021 goal <br />Establish <br />baseline of <br />non-local <br />meetings <br />Determine <br />2021 goal <br />Grow bookings <br />by5% <br />Grow bookings <br />by 5% <br />Grow bookings <br />by Io% <br />None <br />Establish <br />baseline <br />Grow <br />clicks by <br />to% <br />Grow <br />clicks by <br />t5% <br />I <br />I <br />Grow number <br />of proposals <br />by tO% <br />City of Ellensbr"rrg <br />Five-Year Tourism Strategic Plail <br />2019 48