In an unprecedented meeting, the LTVA Board of Directors and Marketing Advisory Committee, the Tahoe Douglas Visitors Authority Board of Directors and the South Tahoe Tourism Improvement District Board of Directors were invited to participate in a strategic planning session that would reset goals for the organization through 2015. In addition to these bodies, we also had attendance from the South Tahoe Alliance of Resorts, the South Tahoe Lodging Association, DuncanChannon Advertising Agency, Noble Studios and Weidinger Public Relations. Other guests included Directors from the TahoeChamber and from Douglas County Commissioners. The reason that this meeting was so significant is that it represented all of the entities that fund the LTVA as well as agencies that support LTVA efforts.
The primary purpose of the 5-hour session was to review the LTVA’s work plan from 2008 to the present as it related to the Strategic Plan adopted three years ago and to gain consensus as to the LTVA’s priorities and focus going forward for the next three years. For some of the participants, the review was an opportunity to understand better how the organization functions, what the primary goals have been and how we continue to support the community destination marketing efforts through 2015. For some, it was the first opportunity to discuss face-to-face how funds that their respective constituencies contribute to LTVA should be directed through 2015.
For brevity’s sake, the following were agreed to be our priorities for the next few years:
- Advertising (primarily online/interactive)
- Special Events
- Public Relations (with a healthy dose of Social Media)
- Sales and Visitors Centers
Subcommittees will be formed from the above-mentioned groups and will work with staff to establish policies, processes and action plans. Recommendations from these committees will return to the funding organizations for review and adoption, with the LTVA Board of Directors being the final stop in the approval process.
Carol Chaplin, Executive Director
Lake Tahoe Visitors Authority