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The Grand Rapids CVB contracted with OCG to provide consultation services in creating a strategic plan for the CVB.

The planning process consisted of a situational analysis and several strategy sessions. As part of the analysis, OCG conducted…

  • Interviews with key community leaders, board members and marketing partners,
  • Focus group discussions with the tourism industry and the general public,
  • An extensive tour of the destination to examine the product, and
  • An in-depth review of all existing documents: contracts, by-laws, budgets, marketing plans, policies and procedures, staffing ratios, booking policy and other documents.

OCG summarized the analysis findings in a report that became the foundation for the CVB's strategic plan.

OCG worked with the CVB Board, staff and key constituents through several sessions to create the plan. The plan answered all the strategic questions….What business is the CVB in? Why does it exist? What are the performance measures? What principles will guide the efforts of the CVB? What key functions must it perform and at what levels? What resources are needed to accomplish the goals? What strategies must be achieved for success?

Results of the planning process have included…
· A significant increase in resources

  • An expanded role for the CVB
  • Increased community support
  • Redeployment of resources and staff reorganization
  • A regional branding process
  • More sophisticated accountability mechanisms

Subsequent to this planning project, OCG has been engaged periodically by the CVB for plan updates and other consulting services.

Contact:
Steve Wilson, President
Grand Rapids/Kent County CVB
140 Monroe Center NW, Suite 300
Grand Rapids, MI 49503-2832
Phone: (616) 459-8287
steve@visitgrandrapids.org

 

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