The Sedalia Convention and Visitors Bureau is an organization that embodies the culture, prestige, natural beauty, recreational opportunities and rich history of the region. By serving visitors with passion and professionalism, we inspire them to return and to share their experiences with others. The Sedalia Convention & Visitors Bureau is an invaluable and irreplaceable organization for enhancing the economic viability of Pettis County by uniting the support of residents, marketing partners and community leaders.

Increase the number of visitors to the area, thus making a strong contribution to the economic and cultural environment.

Goal
I. Increase the number of leisure traveler visitors by 2% as demonstrated through conversion study results.
Establishing a clear image and ensuring the resources needed to promote that image effectively to appropriate markets is vital to the CVB marketing efforts. The CVB logo for Sedalia, which encompasses the major cultural tourism attractions of the community, has now been used for three years creating brand recognition for Sedalia. Continued advertising in travel media will further develop brand recognition for Sedalia. The trend in leisure travelers staying closer to home taking "getaway" type trips is expected to continue in 2005. Marketing will focus to induce an overnight visit rather than a "day-trip".

The CVB works with other regional promotional groups, local tourism partners, state-wide groups and the Missouri Division of Tourism in promoting travel and tourism to Sedalia.

II. Decrease fluctuations in visitor traffic through the development of promotion and special events that will encourage visitation during the shoulder season.

Goal
I. Maintain a consistent, high-quality, creative message, to project a first-class image of Sedalia as a destination.
The CVB Collateral/Fulfillment Plan has been designed to provide comprehensive information to the potential visitor about all Sedalia has to offer. Editorial content and detailed information on services and attractions creates resource tools (collateral) that promote Sedalia as a visitor destination. Fullfillment involves getting and processing visitor inquires, then tracking that information for statistical analysis. All fulfillment has been completed entirely in-house. Volunteers assemble the packets and affix the labels and staff members prepare the mailing according to United States Postal Service requirements for bulk mails.

Two factors are necessitating the out-sourcing of the mailing function. 1) Incredible growth in traffic at our office, which is a Visitor Center on the Katy Trail and a Railroad Heritage Museum, and 2) the large number of requests received annually from reader response and print advertising. Staff time will be better spent offering visitor services. Therefore, volunteers will continue to assemble the packets but a mailing service will imprint the mailing addresses and mail the visitor information packets. CVB staff will continue to receive the leads electronically and analyze the data for reporting purposes.

Goals
I. Generate positive publicity to shape Sedalia's image as a visitor destination by generating $2,000 in advertising equivalency for editorial placement.
Advertising dollars will be augmented through the successful execution of an assertive public relations program. An emphasis will be placed on regional newspapers and lifestyle publications demographically targeting upper income households.

II. Increase the awareness of Sedalia Area hospitality services and attractions among those individuals from Kansas City Metro area who are traveling to or through Sedalia Area for leisure activities.
Develop a program to increase awareness of attractions and special events, especially in the shoulder and off-season. Emphasis should be on the diversity of Sedalia's history, hospitality, affordability, outdoor activities, and shopping.

Goal
I. Enhance Sedalia's tourism product by identifying and implementing projects that will evolve the Sedalia brand to a casually sophisticated year-round destination resulting in increased or extended visits.

II. Develop the visitor industry as a viable economic contributor for the Sedalia area by developing and maintaining facilities, attractions and infrastructure that are consistent with the destination brand and that meet the needs of the visitor.

The Tourism Development Plan helps to define tangible product development to enhance the "Sedalia" experience, allowing Sedalia as a brand to evolve. The priorities identified by the Tourism Task Force in the Tourism Development Plan are reviewed annually by the CVB staff and are then translated into this annual plan.

Leisure Travel Goal
I. Provide high quality comprehensive visitor information services to those guests who are already in the Sedalia area to extend the average visitor length of stay and encourage repeat visitation.
It is very important to ensure visitor satisfaction through a coordinated effort to provide experiences and an environment that are consistent with expectations. The Convention & Visitors Bureau Visitor Centers provide valuable assistance to leisure travelers at our Katy Depot, Caboose and at the Amtrak station. Our location in the Katy Depot has resulted in a tremendous growth in leisure visitors utilizing our visitor information services resulting in our offering Saturday hours from March through December for greater access to our visitor services. Seasonal Sunday hours will be explored as growth warrants and funds allow. Because there has been a steady decline in visitors at our caboose visitor center, we plan to utilize our human resources at the Depot and provide material only at the caboose this summer, as we currently do at the Amtrak Station.

A. Survey area tourism industry regarding quality of visitor information guide and services provided by CVB in assisting them with visitor services.

Meeting Service Goal
I. Provide high quality comprehensive services to those guests planning or attending a livestock show, recreational vehicle gathering, conference, meeting or reunion in Sedalia in order to enhance their Sedalia experience and maintain their business.
Due to our limited meeting space outside of the Missouri State Fairgrounds, the Convention & Visitors Bureau currently does not aggressively market Sedalia as a meeting destination, but supports the efforts of the Missouri State Fairgrounds staff. Therefore, the meeting market for Sedalia is not the typical meeting and conference market serviced by CVB's from other areas, but primarily livestock shows and recreational vehicle gatherings held at the Missouri State Fairgrounds.

The Convention & Visitors Bureau provides valuable assistance to the Missouri State Fairgrounds that adds to the success of their efforts to both attract and retain livestock shows and recreational vehicle gatherings to the community. Competition for these meetings has grown in the last decade and planners are looking for added value to the booking, such as the services offered by the CVB. With these bookings being made closer in, the CVB has less lead-time and must be prepared to provide quality services with quicker turn around. High planner satisfaction is an important factor in repeat business and the CVB must maintain the highest quality of personal service for success.

CVB staff acts as a liaison in assisting the planner with a single source for identifying resources for any local goods and services they may need. Pre-Arrival services include sending brochures and other promotional material to the group to help maximize the number of attendees at the meeting. On-Site services include staffing information and registration tables, serving food at hospitality receptions and providing visitor information bags. Our Red Carpet Club volunteers assist the CVB with many of these services.

Group Tour Service Goal
I. Provide high quality comprehensive services to those guests planning a group tour to Sedalia.
This is a new market for the CVB as until the opening of the Daum Museum and the Railroad Heritage Exhibits, Sedalia had limited appeal to group travel trade. The group travel marketing plan outlines many of the services provided to group tour operators used as sales tool in attracting motorcoaches, bank clubs, tour businesses and group leaders.

The Convention and Visitors Bureau will provide customized flexible services for personalized assistance to group organizers. To assure a high level of service to each and every motorcoach, the CVB will provide volunteer training sessions.

External/Community Relations Goal

I. Build community involvement and support of tourism industry by increasing the public's awareness of tourism industry and the CVB services and projects through communications and education.
Pettis County media consider the efforts of the Convention & Visitors Bureau as news and look to staff to provide information on not only CVB efforts and successes, but on the tourism industry as a whole. The CVB will continue to maintain open and cooperative relationships with local media to encourage coverage of issues and events important to the industry and general community.

The Convention & Visitors Bureau has developed an excellent volunteer base over the past decade and this volunteer force is absolutely essential for the successful implementation of many CVB programs. Monthly notes and tokens of appreciation are given to thank our volunteers and an annual volunteer reception is held to recognize their many contributions.

Internal/Business Relations Goals

I. Build productive relationships throughout the industry that recognize the interdependence of all entities and that support their mutual objectives.

II. Keep visitor industry businesses and organizations informed of the opportunities and efforts made by the CVB as the official countywide destination marketing organization to accomplish marketing goals.

III. Encourage tour package development and cross-marketing opportunities through industry networking events/opportunities.

IV. Participate in legislative initiatives of importance to the growth of the tourism industry through participation in the Missouri Travel Council and the Missouri Association of Convention and Visitor Bureaus.

The CVB strives to provide leadership that unites the hospitality industry and the community. It is critical to sustain a high degree of communication between all parties with a vested interest in Sedalia's tourism in order to meet the goals of the program. These audiences include:

Goal
I. Maintain an efficient work environment to represent Sedalia with the highest professional and industry standards and maximize financial resources.
The Sedalia Convention & Visitors Bureau accepts a leadership role in pursuit of its mission and adheres to the highest quality standard in all actions. The CVB strives to present relevant and challenging educational opportunities for staff in both professional and personal development.

The ability to work efficiently, retrieve and prepare information accurately and communicate with our customers and industry partners is dependent upon adequate and well-maintained technology, including computers, voice mail, mail and postage processing and other support systems.

Goals
I. Coordinate compilation of visitor statistics and economic impact data for distribution to industry members, the community and the media.

II. Conduct research to determine marketing strategies, track performance measures and drive marketing decisions.
Research is conducted to gain more insight of the potential visitor's awareness of Sedalia as a destination, to examine visitor characteristics, to measure marketing program effectiveness and to track economic impact of travel and tourism in Sedalia. This research plan will build upon knowledge gained from previous programs and guide the efforts and decisions of the CVB. Data, such as visitor feedback, market research, and cost benefit analysis guide our efforts to utilize our resources to capitalize on current efforts and identify new opportunities as they develop.

The CVB tracks and communicates the results of its efforts on the basis of the following:

Efforts this year will include a more formal means of gathering information from visitors at attractions. This will help aid in developing a more accurate visitor profile in order to make more informed marketing and advertising decisions. The CVB will also expand the use of the web site for consumer research by including a visitor survey on-line.