Organization

Strengths: Leadership and staff Engaged and active board Board structure Data driven Industry leader Creative thinkers Teamwork Transparent

Weaknesses:

Lack of diversity Financial resources Limited staff and workspace No 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 Employee burnout

Objectives:

Grow awareness and positive perceptions about the business of tourism. Increase hospitality and service standards. Encourage collaboration and communication among tourism venues partners. Visit and meet safely messaging for hospitality partners. Improve engagement and reporting to City Council. Promote musicians and Abilene Centerstage.

Strategies:

Implement a strategic Abilene ambassador/influencer program. Provide orientation and training to board members. Quarterly meetings with tourism partners to better collaborate with events and activities. Create a more diverse board of directors. Increase board member advocacy with elected officials. Consistent communication with stakeholders about Abilene’s tour- ism products and events. Share good news stories about the ACVB across all channels. Establish evaluation system for board members and staff. Revise all internal policies and procedures.