2010-2011 WACVB STRATEGIC PLANNING

*Facilitated by Jeff Sanders, OMNNI & Associates utilizing graphic facilitation in September 2009.  A graphic summarizing the strategic planning session is available with this report.

GOALS AND ISSUES IDENTIFIED BY MEMBERS

 Funding for state, CVBs
 Destination development
 Conflicts between local and tourists
 Changing CVBs
 Relevance and visibility – providing tools for members
 Political strength and advocacy
 Dept. of Tourism
 Continuing education
 Member involvement
 Continuing networking opportunities
 Creating partnerships
 Meeting frequency and location
 Continuing education
 Legislative/political advocacy
 Education young people on careers in tourism
 Leadership
 Group marketing
 Social media
 Economic development – take leadership?
 Creative advertising
 Wisconsin brand
 Cost of dues
 Reallocation of resources
 Online information sharing
 Tourism as economic development
 Visitor centers closing
 Adaptability
 Value proposition
 What’s coming
 Transportation systems
 Fresh water
 Timeshares/travel planning/travel model
 4-day work week
 Health care/card check issues
 Governor change
 Pooling purchasing resources
 Forced collaboration, regional DMOs
 Revise JEM Grants
 State $$ for research
 Case studies lunchtime topics
 Sometimes too modest about our accomplishments as an organization and individual CVBs

IDENTIFIED TOP GOALS AND ISSUES

 Relevance and visibility
 Department of tourism
 Continuing education
 Funding
 Social media
 Visitor centers closing

2010-2011 TARGETS

1. Relevance, visibility and advocacy.
2. State Tourism Funding
3. Working with the Department of Tourism
4. Visitors centers/welcome centers

CHAMPIONS OF THE TARGETS

1. PR and Government Affairs Team
2. State Tourism Funding – Government Affairs
3. Dept. of Tourism team
4. Visitor Center/Welcome Center taskforce
5. Education Team

STRATEGIES AND THEIR CHAMPIONS

1.  PR and Government Affairs Team
 Strategic alliances/cause marketing – i.e. education, special Olympics
 Increased media exposure for WACVB
 Partner with/assistance to TFW
 WACVB Day at the Capitol

2. Government Affairs Team
 Committing funding/budget toward Reinvest in WI
 Grassroots
 Strengthen use of buddy list
 Have lobbyist help with Reinvest in WI

3. Department of Tourism Team
 Submit Sports and M&C plan to Dept of Tourism
 Educate department about sports marketing
 Educate members about when to communicate with the Department
 Increased communication with Department – JEM grant, coop ad programs, travelwisconsin.com input, have brainstorming sessions on each w/WACVB members and/or staff
 Invite WDT tourism development specialists to our meetings when in their territories
 Develop strategy to improve relationship with WDT development specialists

4. Education Team
 Case studies (during lunch discussion)
 WACVB-hosted webinars
 Improve Linked-in management
 Social media education
 identify expert speakers
 tools to share knowledge between staff
 Budget/plan fourth education forum

5. Visitor Center/Welcome Center taskforce
 WACVB input on Welcome Center grants

Other Strategies

 New Member checklist, including mentor identification– membership team
 Pool Resources among members - ?
 Red flag case study documentation – all
 Consider teleconferencing option for those 4 hours away - exec team
 Review meeting schedule to ensure more geographic mix during the year.

2010-2011 SHORT-TERM TARGETS
*Make significant progress or achieve in 6 months

1. Bigger and better Day at the Capitol
2. Reinvest in WI and grassroots mobilization
3. Develop and Submit Sports and M&C plan to WDT
4. Plan to Fill the State Welcome Center void
5. Develop sub-groups and chairs
6. budget for four education forums and identify expert speakers

2010-2011 WACVB TEAMS
Sports Team
M&C Team
WDT Team
Membership Team
Education team
PR Team
Government Affairs team
Visitor Center/Welcome Center taskforce

NEXT STEPS

 Distribute summary
 Team recruitment
 November meeting finalize teams and begin action plans
 Budget approval at January meeting
 Executive team will approve team structure, strategies prioritization and 2010 meeting schedule