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Situation, continued <br />SWOT <br />The strategic plan committee helped analyze Ellensburg's strengths, weaknesses, opportunities and threats during <br />a planning retreat. <br />STRENGTHS (+) <br />r Relaxing and welcoming "vibe"r No over-tourism; not crowdedr Events and festivalsr Rodeo-western heritager Historic downtownr Authenticexperiences, operator-ownedr Central Washington University eventsI Outdoor recreationr Affordable and often unique venues for small-to- <br />mediu m size meetings/conferencesr Significant ballfield resources for sports <br />tournamentsr New boutique hotel <br />WEAKNESSES (-) <br />' Lack of a convention center <br />' No dedicated staff for recruiting and acting as a <br />liaison for group activities (business or sports)r Limited in-town child-oriented activities. Small downtown shopping districtr lnconsistent collaboration between the town and <br />universityr lnsufficient wayfinding signs for visitorsr Undefined or transitioning brand <br />oPPoRTUNITIES (+) <br />r Central, accessible locationr Excellent weather, four seasons. Beautiful natural environment*rivers, valley, <br />nearby mountainsr Central Washington University and its students, <br />family and alumnir Western Washington population growthr Puget Sound area affluence <br />THREATS (-) <br />Heavy traffic on Snoqualmie Pass <br />Students commute home often <br />Ca r-dependent destination <br />Other weekend get-away destinations have <br />stronger "brands" <br />Changing demographics <br />Changing attitudes toward rodeo <br />Snow on the pass during winter season <br />t <br />City of Ellensburg <br />Five-Year Tcrurism Strate gic Plan2019 1B