R2023-148 and Eexecuted SS Grant Contracts (2)

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Research and Discovery: Executive lnterviews Executive lnterviews Stakeholclers from the city, business, the chamber, the university, downtown association and local arts, events and historical organizations in Ellensburg were intervieweel for input into this plan. lnterview candidates were identified by the strategic plan committee. JayRay reached out to more than 20 candidates and conducted l-6 interviews, Questions focused on these key areas: goals, positloning, audiences, resources and success factors. Lea rnings Goals Ellensburg seeks to grnw torrrism intn arr increasingly important economic driver, while not sacrificing the relaxed, small-town atmosphere that makes it so attractive to residents and visitors aiike. Rather than be a "tourist town" like Leavenworth, poulsbo or other destinations, it seeks to offer an authentic small-town experience enlivened by the preience of a vibrant university culture and punctuated by regular festivals and events that earn it a reputation for "always having something going on." ln adelitional to leisure tourism, Ellensburg,s location, affordability and facilities make it a good fit for small+o-medium sized group activities from conferences to youth anel adult sports tournaments. Positioning (how visitors think of Ellensburg, distinct from other weekend getaways) Ellensburg ls still very much what it has becn*a relaxing, friendly small ranching and college town. lt's on its way to becoming msre artsy {music, gallerier, craft beer/cuisine}, but ii hffsn,t fully leaned into any one sf the arts. lt a[so has tremendous recreational opporturrities and natural beauty, not only for the avid outeloorsman, but for the Sunday nature walker, the once-a-year kayaker and the recreational cyclist. tt's a town that likes variety, with some everrt or f*stival happening most weekends. lt's centrally located and affordable. The rodeo is still its most well-known event. lf Ellensburg were to more clearly distinguish itself from its destination competition, the most common positions mentioned by stakeholders were: r "There's always something happening" events townr "Western heritage" townt "A place to escape" town r "Meet in the middle" town City ot illerrsburg Fi\ie-Year Touiisor Straiegic Fian quoTss or NoTE "Unlike Leavenworth or Wi nt hro p, th e a ctivities change sathere's a rcsson to cofie back. We always have same lun activity gaing on.' lou can't have testivals all the time, but you can have a festive atmosphere all the time, Ellensburg should have more street vendors and the city needs to hetp make thnt happen." "lhe rodeo ls still very important, but the western theme lor Ellensburg is woning, Our cglture has changed; we sre more and more influenced hy the college ond by the "wgt" side," "l'd llke to see us play up clty dwellers who lind the country tife oppealing." the Western 72019