Washtenaw County
Convention & Visitors Bureau (MI)

2013-2016 Destination/CVB Strategic and Development Planning Success Case Study

Plan Approach

  • Advisor in facilitating and preparing the Ypsilanti Area Strategic Destination Plan and accompanying Washtenaw County community tourism action plans (CTAPs) for the City of Ypsilanti, Ypsilanti and Superior Townships, Chelsea, Manchester, Milan, Saline and Dexter
  • Approach included initial and follow-up planning workshops with each community on challenges, destination SWOT analysis, vision and brand promise formulations and project/program initiatives over a three-year period
  • Development and setup of matching funding formula, application criteria and Washtenaw County CVB funding committee review process

Plan Successful Outcomes

  1. Eight community tourism action plans with annual updates and follow-up sessions focusing on destination product development projects and brand marketing programs
  2. Strategic destination plan with product development component updated annually by consultant in conjunction with the Washtenaw County CVB management team

Additional Advisory Work

  • Annual destination marketing and sales plan development assistance
  • Destination marketing accreditation program standards understanding and application support


Lessons Learned

  • Need for tourism development planning at the community/district level
  • Allocation of CVB funds to support effort and increase engagement/rapport with local officials



Mary Zucchero, CDME
Executive Director
Livingston County CVB 
(formerly Director of Business Engagement, Washtenaw County CVB