Organization

Strengths:

Leadership and staff Engaged and active board Data driven Industry leader Creative thinkers Teamwork Transparency

Weaknesses:

Financial resources Limited staff and workspace Succession plan Need to share successes

Opportunities:

Young professionals Board advocacy Contract with outside agencies Generate non-tax revenue income Communicate the tourism story Music industry

Threats:

Funding Competition from other cities Outside negativity diverts efforts

Organization

Objectives:

Grow awareness and positive perceptions about the business of tourism. Increase hospitality and service standards. Encourage collaboration and communication among tourism partners. Improve engagement and transparency to City Council. Increase non-tax revenue sources. Address a succession plan. Create a mentor program with Advisory Council.

Strategies:

Conduct regular team meetings to discuss current campaigns, upcoming events and creative content. Provide orientation and training to board members. Increase board member advocacy with elected officials. Consistent communication with stakeholders about

Abilene’s tourism products and events. Share good news stories about the ACVB across all channels. Establish evaluation system for board and staff. Cross-train ACVB staff. Advocate, support, and generate new business for the downtown convention hotel.