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5 year strategic plan objectives 2007 2011

5 year Strategic Plan objectives2007 -2011

FALL 2010

Louisville Convention & Visitors Bureau


5 year strategic plan objectives 2007 2011

The Louisville Convention & Visitors Bureau 5 year Strategic Plan was developed in 2007. The objectives of the Strategic Plan have specific tactics associated with them. Plus the objectives are an integral part of the Bureau’s Annual Marketing Plan.

The CVB Commissioners and Senior Management team continually update this plan to reflect the evolution of the Bureau’s growth.

FALL 2010

Louisville Convention & Visitors Bureau


5 year strategic plan objectives 2007 2011

Objective #1: Increase brand awareness of Louisville as a destination which results in visitation from individual travelers.

LCVB Strategic Plan

FALL 2010


Conduct a product review and identify matching market segments

Objective #1: Increase brand awareness of Louisville as a destination which results in visitation from individual travelers.

Conduct a product review and identify matching market segments

1.1

Owner: Convention Development

Start/Completion dates: 7/07 – ongoing

Resources: Staff

Status Update:

  • See Addendums (all updated annually)

    • #1 Market Segmentation

    • #2 Competitive & Comparable Destinations

    • #3 The 200 Largest Trade Shows of 2009 – available upon request


5 year strategic plan objectives 2007 2011

Addendum #1, Section 1.1


5 year strategic plan objectives 2007 2011

Addendum #2, Section 1.1


Continue to expand build database of visitors and potential visitors

Objective #1: Increase brand awareness of Louisville as a destination which results in visitation from individual travelers.

Continue to expand/build database of visitors and potential visitors

1.2

Owner: Marketing Communications/ Tourism Development

Start/Completion dates: 7/07 – ongoing

Resources: Staff/ $120,000

Status Update:

  • Internet campaign

  • Attend select consumer shows annually

  • 2009 - 72,000 names in the database

  • 2010 – 96,400 names in database

  • 2011 Goal - 100,000 names in database

  • 2009 Leisure Bus Blitz to 9 cities

  • 2010 Leisure Bus Blitz to 9 cities both Spring & Fall

  • Bourbon Country Tent at HullabaLOU

  • Social Media Networks

  • See Addendum #4


5 year strategic plan objectives 2007 2011

Addendum #4, Section 1.2

Social Media

Opt-in Email Database:

Leisure - 95,696

Bourbon - 17,217

Twitter Followers:

GoToLouisville - 6,110

JustAddBourbon - 11,370

Facebook Fans:

Louisville - 1,838

JustAddBourbon - 6,496


Initiate a bi annual integrated marketing plan targeting identified segments

Objective #1: Increase brand awareness of Louisville as a destination which results in visitation from individual travelers.

1.3

Initiate a (bi) annual integrated marketing plan targeting identified segments

Owner: All departments led by theMarketing Communications team

Start/Completion dates: Launched- Annual coordination begins with Marketing Advisory Council meetings in late Fall, followed by Staff development of segments in winter, compiling of data in Spring and annual fiscal launch date by July 1st.

Resources: $12.4M for fiscal year 2010-2011

Status Update:

  • Plan presented to the Commission for approval by June of each year

  • See Addendum #5


5 year strategic plan objectives 2007 2011

Addendum #5, Section 1.3


Generate co op marketing partners attractions restaurants accommodations matching funds etc

Objective #1: Increase brand awareness of Louisville as a destination which results in visitation from individual travelers.

Generate co-op marketing partners (attractions, restaurants, accommodations, matching funds etc.)

1.4

Owner: All departments

Status Update:

  • We are in our fiscal year and we are on plan to date with our co-op marketing partners

  • Co-op for Trade Shows

  • See Addendum #6 and #7


5 year strategic plan objectives 2007 2011

Addendum 6, Section 1.4

Current Corporate Partners:

Bartha Audio Visual, Bearno's by the Bridge, Edinburgh Premium Outlets, Enterprise Rent-A-Car,

Freeman, Louisville Science Center, Masterson's Catering, Norton Healthcare, red7e, Inc.,

Republic Bank & Trust Company, UPS

Total # of Companies involved in the program: 11

Total # of dollars collected in 2010: $9,179


5 year strategic plan objectives 2007 2011

Addendum #7, Section 1.4


Participation in destination brand development to be consistent with the tourism segments

Objective #1: Increase brand awareness of Louisville as a destination which results in visitation from individual travelers.

Participation in destination brand development to be consistent with the tourism segments

1.5

Owner: President, Vice President of Marketing Communications

Start/Completion dates: 7/07 - ongoing

Resources: Staff time and $250,000/year for 3 yrs

Status Update:

  • Possibility City Campaign has been fully integrated into the LCVB materials

  • Bourbon Country and Urban Bourbon Trail gain momentum

  • City of Louisville has asked the LCVB to pick up its funding piece, $50,000

  • 2009/2010 Budget may impact $250,000 per year contribution by the LCVB

  • 3 year funding commitment has been fulfilled (6-30-09)

  • Extended

  • Addendums #8-13


5 year strategic plan objectives 2007 2011

Addendum #8, Section 1.5


5 year strategic plan objectives 2007 2011

Addendum #9, Section 1.5


5 year strategic plan objectives 2007 2011

Addendum #10, Section 1.5


5 year strategic plan objectives 2007 2011

Addendum #11, Section 1.5


Adapt brand to all cvb creative communication vehicles

Objective #1: Increase brand awareness of Louisville as a destination which results in visitation from individual travelers.

1.6

Adapt brand to all CVB creative communication vehicles

Owner: All departments

Start/Completion dates: 1/08 - ongoing

Resources: 07/08, 08/09 Marketing Budget

Status Update:

  • Possibility City Campaign fully integrated

  • Integrated into all Bureau collateral, and radio spots

  • Merchandise

  • Campaign reflected in Bureau trade show booths

  • Integrated into electronic marketing including websites, airport Welcome Wall, Visitor Information screens and e-mail campaigns


Create and implement an annual integrated broad based brand awareness strategy

Objective #1: Increase brand awareness of Louisville as a destination which results in visitation from individual travelers.

Create and implement an annual integrated broad based brand awareness strategy

1.7

Owner: Marketing Communications to lead all depts.

Start/Completion dates: 7/09 – annual

Resources: Annual Fiscal Marketing Budget

Status Update:

  • Year 4 of the Possibility City campaign underway by the Branding Project Team

  • Theme of “It’s Possible Here” is infused across marketing segments including convention & leisure tourism development


Secure support of the brand standards by tourism industry constituents

Objective #1: Increase brand awareness of Louisville as a destination which results in visitation from individual travelers.

1.8

Secure support of the brand standards by tourism industry constituents

Owner: Brand Advisory Committee

Start/Completion dates: 10/08 (ongoing)

Resources: Annual Branding Budget

Status Update:

  • Branding Project Team and the CVB marketing team meet with various constituent groups to educate them on the best usage and implementation of the branding initiative

  • Addendum #12

  • Bourbon Country brand statements manual is being produced for all tourism agencies to reference in marketing bourbon related tourism to the State.


5 year strategic plan objectives 2007 2011

Addendum #12, Section 1.8

Louisville Branding Project Team

Eileen Pickett - GLI

Mackenzie Hindman - GLI

Carmen Hickerson - GLI

DeVone Holt - GLI

Phil Miller - Mayor's Office

Gathan Borden - LCVB

Mark Perry - LCVB

Stacey Yates - LCVB

Lisa Haller - The Galt House

Dan Barbercheck - red7E

Pip Pullen - red7E

Brett Jeffries - red7E

Dan Hartlage - Guthrie Mayes

Robin Miller - AdFed

Matt Schulte - Horizon Research

Carl Brazely - Mo' Better Marketing

Ceci Conway - Marketing Consultant


Objective 2 generate visitation from groups to louisville

Objective #2: Generate visitation from groups to Louisville .

LCVB Strategic Plan

FALL 2010


Build and maintain a database of the ideal groups relative to size calendar rate and amenities

Objective #2: Generate visitation from groups to Louisville

Build and maintain a database of the ideal groups relative to size, calendar, rate and amenities

2.1

Owner: Executive VP/ Convention Development/ Tourism

Start/Completion dates: 7/07 - ongoing

Resources: Staff

Status Update:

  • D3000 (Bureau CRM software)

  • Tradeshow Week Top 200

  • “Key Account” development

  • Information refreshed daily

  • Database being built for all trade shows hosted and attended

  • Developed target list for KICC, KEC and YUM! Arena business


5 year strategic plan objectives 2007 2011

Objective #2: Generate visitation from groups to Louisville

Expand service and attendance building for “annual shows” and now all shows through 2010 in response to the economy.

2.2

Owner: President, Executive Vice President, Vice President of Bureau Services

Start/Completion dates: 7/07 ongoing

Resources: $50-75K

Status Update:

  • Ongoing meetings and annual shows

  • Action plan/timelines are updated annually as needed

  • See Addendum #13


5 year strategic plan objectives 2007 2011

Addendum #13, Section 2.2

  • Section 2.2: Expand service and attendance building for "annual shows".

  • 2010 Strategy Update: Ongoing meetings with annual shows to update Action Plan/Timeline based on specific attendance building and service needs. The following special services were created for certain shows and are now offered to all annual shows based on their specific needs.

  • Marketing/Attendance Building Services

    • Telemarketing via LCVB Call Center

    • Data Mining Via LCVB Call Center or On-Site Client Offices/Facility (Local Only)

    • Customizable E-Mail Campaign

    • Customizable Promotional Video

  • Spectator Promotions/Publicity Services

    • Event Promotions

      • Featured promo on homepage of LCVB website

      • Weekly Bureau Brief

      • Leisure Newsletter

      • Visitors Guide

      • Facebook

      • Twitter

      • Louisville Visitors Center: Video Wall; Information Monitor; Easel Sign; Coupon/Brochure Distribution

    • Cross Promotions

      • Preferred Partner Program (Attractions; Restaurants; Local Businesses such as Papa John’s; etc.)

      • LCVB Regional Promotions (Bus Blitz; Other Related Events; etc.)

  • Attendee Services

    • VIB (Very Important Badge) Program

    • Red Carpet Greeters


Identify specific needs of each convention and address needs accordingly

Objective #2: Generate visitation from groups to Louisville

2.3

Identify specific needs of each convention and address needs accordingly

Owner: President, Executive Vice President, Vice President of Convention Sales, and Vice President of Finance & Administration

Start/Completion dates: 7/07 - ongoing

Resources: 08/09 Budget Year $685,300

09/10 Budget year $655,800

10/11 Budget year $813,725

Status Update:

  • 36 conventions are receiving some form of subsidy in FY 10/11. The subsidy for each group is kept confidential.

  • LCVB maintains a future funding spreadsheet which helps to indentify future convention needs

    • Line itemed in annual budget

    • Finance Committee reviews annually

    • Staff reviews monthly


5 year strategic plan objectives 2007 2011

Objective #2: Generate visitation from groups to Louisville

Develop & maintain an account to be used exclusively for pursuit of groups with a 501C3 status (Utilize the Foundation as a conduit)

2.4

Owner: President/ Chair

Start/Completion dates: TERMINATE

Resources: Under evaluation

Status Update:

  • It was determined that it did not provide any tangible benefits to move LCVB dollars to a 501 C3 at this time. Sponsorship dollars will be budgeted annually and paid directly to the receiving organization.


Create and implement an annual sales plan focused on target groups in database

Objective #2: Generate visitation from groups to Louisville

Create and implement an annual sales plan focused on target groups in database

2.5

Owner: Executive Vice President/Vice President of Convention Development/Vice President of Tourism

Start/Completion dates: 7/07 - ongoing

Resources: Staff

Status Update:

  • Convention & Tourism sales plans are in place and updated quarterly


5 year strategic plan objectives 2007 2011

Objective #2: Generate visitation from groups to Louisville

Implement an incentive system for sales staff to address current cap. Including varying levels to target business in seasons, etc.

2.6

Owner: President/Executive VP/ VP of Finance & Admin

Start/Completion dates: Implemented in FY 07/08

Resources: $200K/yr – varies annually

Status Update:

  • Update annually as part of the overall CVB budget

  • See Addendum #14


5 year strategic plan objectives 2007 2011

Addendum #14, Section 2.6


Objective 3 secure resources to achieve the mission and objectives

Objective #3: Secure Resources to achieve the mission and objectives

LCVB Strategic Plan

FALL 2010


Expand the foundation as a viable resource

Objective #3: Secure resources to achieve the mission and objectives

3.1

Expand the Foundation as a viable resource

Owner: President/ Chair/ Commission

Start/Completion dates: ongoing

Resources: TBD

Status Update:


Explore 2 night fee earmarked for convention incentive fund

Objective #3: Secure resources to achieve the mission and objectives

Explore $2/night fee earmarked for convention incentive fund

3.2

Owner: Chair & Commission

Start/Completion dates: 7/09- TBD

Resources: TBD

Status Update:

  • This objective is currently on hold


Adopt and implement total roi formula in credible terms market research

Objective #3: Secure resources to achieve the mission and objectives

Adopt and implement total ROI formula in credible terms (market research)

3.3

Owner: President

Start/Completion dates: 1/08 – 1/09

Resources: Staff time

Status Update:

  • DMAI – ROI formula released 2008

  • ROI

    • 2008 $1.00= $23.86

    • 2009 $1.00 = $26.12

    • 2010$1.00 = $27.18


Conduct a visitor profile and economic impact analysis and track outcomes of the leisure segment

Objective #3: Secure resources to achieve the mission and objectives

3.4

Conduct a visitor profile and economic impact analysis and track outcomes of the leisure segment

Owner: President

Start/Completion dates: Ongoing/ Annually

Resources: $40-50K annually

Status Update:

  • 2007/2009 Longwoods International Annual Visitor Report is used to track leisure customer profiles

  • 2007 – Purdue Leisure Study completed

  • 2007 Paul Coomes Economic Impact Study completed

  • 2009- Destination Analysts, Inc. completed web site conversion study, the total economic impact /ROI of the Website is $26.36 million

  • Takin’ it to the Streets Bus Tour impact analysis, Spring & Fall 2009

  • Conducting a niche leisure marketing study on the Urban Bourbon Trail participants and non-participants from Bourbon Tourism database. Results due October 25, 2010

  • See Addendum #15-18


5 year strategic plan objectives 2007 2011

Addendum #15, Section 3.4


5 year strategic plan objectives 2007 2011

Addendum #16, Section 3.4


5 year strategic plan objectives 2007 2011

Addendum #17, Section 3.4


5 year strategic plan objectives 2007 2011

Addendum #18, Section 3.4


5 year strategic plan objectives 2007 2011

Objective #3: Secure resources to achieve the mission and objectives

3.5

Create and develop a comprehensive Community Relations Plan including the pursuit and creation of an annual legislative agenda

Owner: Commission, President

Start/Completion dates: 10/08 - ongoing

Resources: TBD

Status Update:

  • The LCVB has developed a communications strategy (Addendum #19) to reach out to the general public

  • The LCVB has formed a Government Relations Committee

  • The LCVB has hired Peritus Communications in 2009 to assist with community relations and legislative strategies. Peritus has been retained for a second year.

  • The LCVB hired Government Strategies to assist the LCVB during the 2009 Legislative Session.

  • LCVB President has met many key Legislators and continues to develop relationships especially as we head towards the general election


5 year strategic plan objectives 2007 2011

3.5

Addendum #19, Section 3.5


Reformat budget segments to reflect actual breakouts of marketing resources

Objective #3: Secure resources to achieve the mission and objectives

3.6

Reformat budget segments to reflect actual breakouts of marketing resources

Owner: Vice President of Finance and Administration

Start/Completion dates: 8/08

Resources: none

Status Update

  • The reformatted budget as directed by the Commission has been completed.


Calculate cvb contributions in tangible terms and package

Objective #3: Secure resources to achieve the mission and objectives

Calculate CVB contributions in tangible $ terms and package

3.7

Owner: President/Executive Vice President/ Vice President of Finance and Administration

Start/Completion dates: 11/08 - ongoing

Resources: Destination Marketing Association International (DMAI)

Status Update

  • We have completed a web site conversion study demonstrating the LCVB’s financial contributions

  • The LCVB releases annually the ROI on the bed tax

  • The LCVB utilizes research where appropriate to assist with communication the LCVB’s contributions

  • The LCVB uses the DMAI ROI model and has in place for its monthly reporting


Objective 4 build community support for tourism and the cvb

Objective #4:Build community support for tourism and the cvb

LCVB Strategic Plan

FALL 2010


Maintain the current data that documents contribution of cvb and industry

Objective #4: Build community support for tourism and the CVB

4.1

Maintain the current data that documents contribution of CVB and industry

Owner: President/Executive VP/VP of Finance & Administration

Start/Completion dates: 7/08 - ongoing

Resources:$25K

Status Update:

  • February 2009 – www.lcvb.info web site launched which houses all tangible research, data, trends, CEO blogs, etc. Site is heavily visited by reporters, journalists, businesses and government officials

  • Annual Report reflects LCVB contribution

  • President speaking to key constituent group regarding the LCVB’s contribution to Louisville

  • Key Press Releases issued on major events and bookings to gain greater visibility

  • See Objective 3.7


Identify key individuals elected community leaders meet individually with each to gain support

Objective #4: Build community support for tourism and the CVB

Identify key individuals (elected & community leaders) & meet individually with each to gain support

4.2

Owner: President/ Chair

Start/Completion dates: 7/07 - ongoing

Resources: Commission time

Status Update:

  • Meetings coordinated by Peritus with key media and political leaders

  • Louisville hosted the National Conference of State Legislators in July 2010 that allowed us to work closely with key government officials which helped to gain their support of the LCVB moving forward

  • LCVB Board Chair and LCVB President actively engaged in meeting many local leaders to gain support for tourism and the LCVB

  • Invited to marketing Plan rollout 2009 & 2010

  • Hospitality leaders invited annually to a group holiday luncheon

  • See Objective 3.7


Calculate contributions to art cultural community

Objective #4: Build community support for tourism and the CVB

4.3

Calculate contributions to art/cultural community

Owner: President

Start/Completion dates: TBD

Resources: $65,000 estimated

Status Update:

  • Program on hold for 1 year. Plans to revisit in 2010


Lcvb strategic plan

Objective #5: Lead the effort to encourage product development and infrastructure improvements that are consistent with the cvb’s mission and the destination brand.

LCVB Strategic Plan

FALL 2010


Maintain visitor related data individual group

Objective #5: Lead the effort to encourage product development and infrastructure improvements that are consistent with the CVB’s mission and destination brand

5.1

Maintain visitor related data (individual & group)

Owner: Executive VP/ VP of Bureau Services

Start/Completion dates: 7/07 – ongoing

Resources: $25K/yr

Status Update:

  • Targeted delegate surveys (annually)

  • All Meeting Planner Post Convention Evaluations

  • Lost Business Survey (IQS Research)

  • Feedback from visitor pages from the web site

  • Louisville Visitors Information Center surveys

  • All research can be accessed by the www.LCVB.INFO website


Communicate data summary message to appropriate individuals entities mayor

Objective #5: Lead the effort to encourage product development and infrastructure improvements that are consistent with the CVB’s mission and destination brand

Communicate data summary/message to appropriate individuals/entities (Mayor)

5.2

Owner: President

Start/Completion dates: 7/07 –as needed

Resources: Staff time

Status Update:

  • Communication ongoing

  • Met with Mayor Abramson on multiple occasions over the past 4 years to review surveys, discuss trends and economic impact studies

  • Political candidates and community leaders invited to annual luncheon each year

  • Meeting with all mayoral candidates to provide them with updates on the activities of the LCVB

  • Meeting with Council, House and Senate leadership to discuss upcoming economic development projects

  • Commission Chair to meet as needed with the Mayor


5 year strategic plan objectives 2007 2011

Objective #5: Lead the effort to encourage product development and infrastructure improvements that are consistent with the CVB’s mission and destination brand

5.3

Develop a master plan of prioritized tourism, related facilities, accommodations, retail, restaurants, attractions, transportation, and infrastructure

Owner: President/All dept heads/GLI/ Metro Louisville Government

Start/Completion dates: 7/1/09- 3/1/10

Resources: $120,000

Status Update:

  • Destination Development Plan completed

    • Next steps under discussion

  • Review and assign projects at our Commission Retreat on October 26, 2010

  • See Addendums #20-22


5 year strategic plan objectives 2007 2011

Addendum #20, Section 5.3

  • Destination Development Request for Proposal

  • The Louisville Convention & Visitors Bureau (LCVB) is looking to hire a research firm that can that can help facilitate in the development of a destination development strategic plan which will be used as a model to assist us in attracting and developing future tourism products for the city of Louisville, KY. The destination development strategic plan will be developed collaboratively to include key local business leaders, hospitality professionals and local and state political leaders. The destination development plan will serve as a roadmap which will identify needs the city has and allow us to encourage development of projects that will help attract additional visitation to Louisville and aid in the growth of hotel room night consumption.

  • In 1997 the Louisville Convention & Visitors Bureau hired the research firm of Hunt & Hunt to develop a strategic vision for the city of Louisville. The name of that project was called Tourism 21. There were seven goals with corresponding strategies that were developed as a result of the Tourism 21 strategic plan. A PDF of the final report can be obtained from the LCVB’s business web site at www.LCVB.info

  • Now more than ever we face global and economic uncertainties as it pertains to the vibrancy of tourism. We need to reassess how Louisville should position itself in order to remain competitive in the future for leisure and convention business. An understanding of the following conditions will serve as the foundation for developing new strategies and actions that will assure tourism best serves the needs of Greater Louisville, its citizens and its visitors in the years to come.

  • Scope of the project to include the following:

  • What is the current status of tourism in Louisville?

  • What will it look like in the future?

  • What are the strengths, weaknesses, opportunities and challenges within which tourism operates today and into the future?

  • What social, political and environmental conditions and trends will affect how people travel and how communities and businesses respond to their needs?

  • What types of infrastructure do we need in order to remain competitive five and ten years from 2009?

  • What resources will we need in order to remain competitive?

  • What will be the nature of our competition including:

    • Competing Cities

    • Technology

    • Third Party Providers

    • Industry Trends to be on the watch for


5 year strategic plan objectives 2007 2011

Destination Development Request for Proposal page2

Louisville Branding Initiative

The LCVB is a partner with Greater Louisville Inc. and the Mayor's Office in the Greater Louisville Community Branding Project. Currently in its third year of execution, this comprehensive project developed a new brand strategy and marketing plan for Greater Louisville - to raise Louisville's profile nationally as a destination for visitors, talent, and business. The successful bidder will have access to all primary and secondary research that was collected as part of the branding effort, including insights on Louisville's perception to local, regional and national audiences. More information about the project can be found at www.brandgreaterlouisville.com.

Additional Research

The LCVB has on its business web site www.LCVB.info significant research that will aid the successful research firm in helping to formulate agendas, shape opinions and use as measurable resources during the research portion of this project.

Schedule

Upon being selected, the successful research firm will begin working collaboratively with the senior management of the Louisville Convention & Visitors Bureau, its governing body of nine Commissioners along with key stakeholders, both business, and political no later than September 1, 2009 with the scope of the project to be completed no later than March 31, 2010.

Please send your proposal including your fees, team members who will be assigned to this project along with their bios, your timeline and recommendations from past clients who have contracted with you on a project similar in scope to this one. Proposals must be received by August 1, 2009. Please send your proposal to:

James T. Wood, FCDME

President & CEO

Louisville Convention & Visitors Bureau

401 W. Main St.

Suite 2300

Louisville, KY 40202

Office 502-560-1463

Cell 502-472-6001


5 year strategic plan objectives 2007 2011

Addendum #21, Section 5.3


5 year strategic plan objectives 2007 2011

Addendum #22, Section 5.3


Lead the effort to achieve a signage and way finding system to meet the needs of the visitors

Objective #5: Lead the effort to encourage product development and infrastructure improvements that are consistent with the CVB’s mission and destination brand

5.4

Lead the effort to achieve a signage and way-finding system to meet the needs of the visitors

Owner: VP Bureau Services, EVP

Start/Completion dates: 2007- 10/2010

Resources: TBD

Status Update:

  • It took a better part of three years but the Wayfindings Study and implementation of new signage is now complete. We have developed new signage on the Interstate and on street levels downtown.

  • Addendums #23 & 24 are informational as objective has been successfully completed


5 year strategic plan objectives 2007 2011

Addendum #23, Section 5.4


5 year strategic plan objectives 2007 2011

Addendum #24, Section 5.4


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