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