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Pla n Fra mework <br />Goal <br />To support a healthy 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 travelers {sports/meetings) a convenient, unique location for events. ln Ellensburg visitors <br />experience a welcoming small town where there's always 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 tourlsm by refining and enhancing its leisure <br />tourism marketing and reaching new audiences through sports and <br />mcctings tourlsm progroms, <br />1. Leisure Tourism. 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 />indicators <br />e) Collaborate more closely with Central Washington <br />University and other community partners on targeted <br />audiences or significant celebrations <br />2. Sports Tourism. 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 />will further enhance leisure tourism as people discover <br />Ellensburg. <br />3. Meetings Tourism. Ellensburg will promote its location, <br />meeting and the town's tourist appealto meeting planners in a <br />)yrr,ciltdLtL dilu ilred5uldute wdy. tvtegllngs IouflSm wlll <br />enhance leisure tourism. <br />Sports and meetings tourism efforts are dependent on additional <br />staffing. While tactics are outlined for both strategies in each year <br />of the five-year workplan, it may be beneficialto stagger the start <br />of sports and meetings work by one year. <br />Ciiy of Fliensburg <br />Five-Year Taurisrn Strategic plan <br />DEFINITIONS <br />Forthe purposes ofthis <br />plan, we will use the <br />following definitions: <br />I A,goal is a broad <br />primary outcome. <br />I A strategy is the <br />approach you take to <br />achieve a goal. <br />r An obieftive is a <br />rneasurable step you <br />take to achieve a <br />strategy. <br />r A tactic is a tool you <br />use in pursuing an <br />objective associated <br />with a strategy. <br />2019 l9