STRATEGIC PLAN

Visit Anaheim approached us to conduct a DestinationNEXT Assessment of Anaheim and facilitate the creation of a new 3-year strategic plan for the organization.

Background

In 2015, the Anaheim/Orange County Visitor & Convention Bureau was transformed into Visit Anaheim. The new name was a result of a strategic rebranding initiative designed to more closely mirror the growth and transformation of our organization, community, and industry. Our challenge was to create a new 3-year strategic plan that encompassed that transformation and a new vision for the organization.

Approach

Our approach began with a detailed review of the DestinationNEXT assessment to understand the key issues and opportunities facing the destination. We then facilitated a workshop with the organization’s board of directors to identify and prioritize the ideal future for Anaheim during the next three years, as well as what goals and initiatives will be needed to achieve that ideal future.

Results

The Strategic Plan set forth a clear vision for the organization and prioritized the strategies that would lead to an ideal future scenario for the destination. Those ideal scenarios included playing a proactive role in getting a tourism friendly council, promoting the benefits of tourism to the goals of government leaders, protecting existing traditional funding sources and promoting the benefits of tourism to the general public. 

The plan was unanimously approved and included a new Visit Anaheim Cares campaign and other initiatives to improve community support.