Strategic Vitality LLC - the City of San Luis Obispo

Strategic Plan Development for San Luis Obispo TBID 2013B3.4-6TBID Strategic Plan Development Tourism MethodologyThe strategic plan development that Strategic Vitality LLC would propose for the San LuisObispo Tourism Business Improvement District (TBID) would be comprised of five elements,each employed freely throughout the development process described after this section, withcross-cutting looks through all five of these lenses:Traditional Strategic Planning ElementsWhile commonly used in a typical strategic planning process, elements such asSWOTs*, PESTs (or PESTLE)**, Key Drivers, Critical Issues, Environmental or SituationAssessment, and others, are all valuable tools in analyzing the past, present and futureof the industry, area or business using a strategic planning process. SVLLC will makeuse of these tools in the “iterative” manner described above.City Tourism ConstituenciesThe Lodging Industry is comprised of a variety of types of properties and owners –properties small, medium and large; corporately or privately owned; destinationproperties versus simple accommodations, etc. All are TBID constituents, so part of themethodology is to ensure broad-based input opportunities for these stakeholders notjust at start-up, but throughout the process.Destination InterestsAttractions, activities, points of interest are all potential strategicresources for the TBID to consider in developing its strategicplan. Understanding the “what and where” of visits is a keyelement in understanding opportunity.The “WHO”The “who” aspect of visits is critical in targeting marketing dollars. The various visitorgroups (group or tour traveler, roadtrip enthusiasts, food/wine aficionados, 20-somethings, sophisticated seniors,adventurists, affinity groups, Cal Poly parentsand others) are all opportunity markets for thesavvy tourism marketers.Potential Tourism Collaboration PartnersUnderstanding the “what’s in it for us” perspective of potential tourism promotionpartners is critical in leveraging funding and building return visitorship. What angles arepotential partners using and can TBID take another, to avoid duplication and build thenumber of visits or extend stays?*SWOTSs: Strengths, Weaknesses, Opportunities, Threats**PESTs: Political, Economic, Social, Technological (add Legislative and Environmental for PESTLEStrategic Vitality LLC 6