Strategic Vitality LLC - the City of San Luis Obispo

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Strategic Plan Development for San Luis Obispo TBID 2013B3.4-2Proposal Cover Letter RequestedMay 2, 2013Ms. Molly CanoTourism ManagerCity of San Luis Obispo990 Palm AvenueSan Luis Obispo, CA 93401Dear Molly:Thank you for offering Strategic Vitality LLC the opportunity to submit a proposal for the City’s TourismBusiness Improvement District. The following is a description of my business:Strategic Vitality LLC (SVLLC) is a strategic planning, facilitation and project firm specializing incollaborative strategic planning and creative consensus-building. Experienced in broad-based industry,city-wide, county-wide, regional and statewide partnership building and collaboration, SVLLC fostersjoint visioning, goal-setting and planning among diverse sets of stakeholders, public and private. Astrategic planning and facilitation consultant practice, SVLLC’s principal is Victoria Conner, who engagesother consultants and contractors in collaborative teaming as needed for larger or specialized projects.For contact purposes, my mailing address is 519 Mayten Street, Santa Maria, California 93458. Officephone number is 805-346-1308, fax is 805-346-1307, cell is 805-345-0688. Email address is:v.conner@Stra tegicVitalityLLC.comWhile my strategic planning references are listed in the “Key Personnel” section of this proposal, I alsowanted to list a contact familiar with my past tourism promotion work:(Tourism/Personal) Joanne Currie, Principal, Splash Café805-544-7759 office, 805-441-5522 cell / joanne@splashcafe.comI am pleased to submit the following proposal for your consideration.Best regards,Victoria Conner, PrincipalStrategic Vitality LLCwww.StrategicVitalityLLC.comStrategic Vitality LLC 2
Strategic Plan Development for San Luis Obispo TBID 2013B3.4-3Executive SummaryStrategic Vitality LLC (SVLLC) is proposing to manage the San Luis Obispo Tourism BusinessImprovement District (TBID) with SVLLC principal Victoria Conner as project lead. Conner hasbeen leading strategic planning efforts for over 15 years, doing strategic planning retreats withthe Cal Poly Orfalea College Executive Partners, Allan Hancock College, the California SpaceAuthority and other nonprofits. Her tourism background includes vice president positions onboth the San Luis Obispo Visitors & Conference Bureau and Pismo Beach Convention & VisitorsBureau boards. A full Conner bio is presented at the end of the proposal, with names of thosepotentially also involved.SVLLC is proposing to develop the TBID Strategic Plan for a fee not to exceed $13,500. Thetimeline of the proposed project runs from June/early July (Situation Assessment), throughJuly (Retreat Planning), with the TBID Retreat in August, September for writing the Plan andOctober for presentation of the Plan to the TBID. Twelve hours of retreat time, with severaloptions of retreat session break-down, e.g. two 6-hour sessions or three 4-hour sessions isrecommended due to the request for five years of strategies in addition to typical strategicplan elements.The methodology proposed by SVLLC is characterized by the inclusion of five elements atvarious stages throughout the strategic plan development process: Traditional StrategicPlanning elements (SWOTs, Critical Issues, etc.); City Tourism Constituencies (small-largeproperties, destination properties, etc.); Destination Interests (attractions, activities); the“WHO” (types of visitors); and Potential Tourism Collaboration Partners (Chamber, VCB, etc.).The plan development process begins with a Situation Assessment comprised of research anddata analysis, constituent survey and interviews, a digital “conversation” with constituents andcomparative analysis of all research and inputs. A TBID Retreat follows the SituationAssessment, with agenda and exercises designed from knowledge garnered during theSituation Assessment. Plan is to be developed from the Retreat and other data and inputs.Strategic Vitality LLC’s specialization in broad-based, collaborative strategic planning and“creative consensus-building” is in perfect alignment with the San Luis Obispo TourismBusiness Improvement District’s need for a collaborative strategic planning process. SVLLC’syears of experience in managing strategic planning efforts engaging hundreds of people inplan development provides confidence that the TBID strategic planning effort will beproductive and successful.Strategic Vitality LLC 3
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Strategic Vitality LLC - the City of San Luis Obispo

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