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Plan Framework <br />Goal <br />To support a healthv Ellensburg economy through increased tourism <br />Vision <br />Centrally located, but off the beaten path, Ellensburg offers leisure travelers a relaxing escape while <br />providing group traveiers (sports/meetings) a convenieni, unique iocation for events. ln Ellensburg visitsrs <br />experience a welcoming small totvn where there's alutays something going on. lts historic downtown <br />provides a year-round attraction and its scenic surroundings provide opportunities for all forms of outdoor <br />recreation. <br />Strategy <br />Ellensburg will grow tourism by refining and enhancing its leisure <br />tourisrn i^aai'keting and reaching new audiences through spoi"ts and <br />meetings tourism programs, <br />t. Leisure Tourisrn. Ellensburg will seek to: <br />a) Better distinguish itself from competing destinations <br />b) Reach a more targeted audience <br />c) lmprove visitor experiences <br />d) Measure success through economic, as well as analytic <br />ind icators <br />e) Coliaborate more closely with Central Washington <br />University and other community partners on targeted <br />audiences or significant celebrations <br />2" Sports Tosrism. Ellensburg will promote its location, the <br />facilities at Rotary Park, other park/public facilities and free- <br />time activities to amateur youth and adult sports event <br />planners in a systematic and measurable way. Sports tourism <br />r"ri!l further enhance leisiii"e toui'ism as people discover <br />Ellensburg. <br />3. Meetings Tourisrn. Ellensburg will promote its location, <br />meeting and the town's tourist appealto meetins nlanners in a <br />5y5re.fidUL dfiu rneasuraote way. tvleeltngs touri5m wtli <br />enhance leisure tourism. <br />Sports and meetings tourism efforts are dependent on additional <br />sta'ffing. While tactics are autlineclfor both strategies in each year <br />of the five-year workptan. it rnay be beneficialto stagger the start <br />af sports and meetings work by one year. <br />Ciiy of Eliensburg <br />Frve-Y-"a r Tou risrn Strate g!r Plan <br />DEFINITIONS <br />Forthe purposes o{ this <br />plan, we will use the <br />following definitions: <br />r A goal is a broad <br />primary outcome <br />. A strat€gy is the <br />appr0ach you take to <br />achieve a goal. <br />. An abjsctive is *r <br />rneasurable step you <br />tal€ to achieve a <br />strategy. <br />r A tactic is a toolyou <br />use in pursuing an <br />objectiue associaterl <br />with a strategy. <br />l920 19