2018 Chattanooga Convention & Visitors Bureau (TN)
2018 Destination/CVB Strategic
Planning Success Case Study
Plan Approach
- First strategic plan prepared in 2018 to provide long-term focus and 3 year priority directions
- Planning process included BOD retreat meetings, DestinationNEXT survey coordination and analysis, extensive personal visitor industry/community leader interviews and several full CVB staff and management team input sessions
- Numerous on-site visits over a six-month period
- Destination planning training with CVB management team on use of plan and its interface with annual destination marketing effort
Plan Successful Outcomes
- Need for a research-based destination/CVB brand strategy with ensuing rebrand creative
- Increased attention to sports tourism and culture, heritage and arts (CHA) tourism growth opportunities
- Preparation and execution of a formalized CVB/tourism advocacy plan
- Serious consideration to a tourism product assessment and master plan
Additional Advisory Work
- Tourism assessment and strategy for culture, heritage and arts sector
- Strategy and plan development for sports tourism potential
- Destination/CVB brand research and strategy formulation advice
Lessons Learned
- Rolling year strategic plan tied to annual destination marketing and sales programming
- Use of a two-sided one-page strategic plan schematic by Board of Directors with regular meetings structured according to four long-term goal outcomes
Contact
Barry White, CDME
President & CEO
423-756-8687
barry@chattanoogacvb.com