South Bend/Mishawaka Convention & Visitors Bureau (IN)

2012-2019 Destination/CVB Strategic
Success Case Study

Plan Approach

  • First three-year strategic plan prepared in 2012 with four successive updates to 2018
  • Over the years, planning process included staff working sessions, online stakeholder
    surveys and personal visitor industry/community leader interviews
  • Typically three on-site visits to Chamber-affiliated CVB office

Plan Successful Outcomes

  1. Strategic plan marketing, development and advocacy quantifiable goals attained
  2. Setup of a tourism capital development fund
  3. A needed indoor sports complex feasibility and funding model pursued

Additional Advisory Work

  • Multiyear destination research program with key visitor survey analyses
  • Destination brand research and strategy formulation
  • Four community tourism action plans undertaken

Lessons Learned

  • Documentation of a one-page strategic plan schematic for easy use with a supportive
    rationale report
  • Measurement of the strategic plan determined


Rob DeCleene, CDME
Executive Director