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FOR <br />Goals <br />1. Complete research for benchmarking and organize data <br />2. Develop promotional activities in three major areas: image, awareness, and <br />lead generation activities <br />3. Develop a plan and organizational structure for a fully functional Tourism <br />Development Authority <br />4. Recommend and seek approval for a permanent funding stream for <br />promotional activities <br />5. Increase the number of weekend overnight visitors to Lee County <br />6. Increase the number of paid events at the Dennis A. Wicker Civic Center <br />and other local venues <br />Tactics <br />1. Develop a centralized web portal for visitors and new residents, including <br />downloadable brochures and maps <br />2. Inventory tourism and visitor related assets of our community <br />3. Determine target markets <br />4. Evaluate assets and markets for opportunities <br />5. Develop a concierge service for visitors and event organizers <br />6. Develop a plan of action for permanent funding <br />7. Create and market standard event packages based on group size, <br />8. Develop a mini -grant process for festivals and events <br />9. Strengthen and centralize administration of a community calendar <br />10. Enhance local listings on major state and national websites <br />Sample Metrics <br />Measurements will be designed to determine if the efforts of this organization are <br />successful. Metrics would be agreed upon in advance by all stakeholders. <br />Examples are: <br />• event attendance per marketing dollar <br />• weekend hotel occupancy <br />• retail sales growth <br />• social media connections <br />• ad value equivalency <br />• requests for visitor packages <br />• point -of -sale information capture <br />• web site traffic, search engine returns <br />