TORRINGTON – The Goshen County Tourism Promotion Joint Powers Board, locally known as the Goshen County Lodging Tax Board, reviewed its strategic plan during the Aug. 15 meeting. The plan was developed during a meeting on April 27, as part of its new direction.
The session studied the strengths, weaknesses, opportunities and threats to the committee’s success.
Among its strengths was the community support evidenced by its continued support of the lodging tax. Also listed was the good cross section represented by the board members that include appointments from incorporated towns in the county – LaGrange, Lingle, Fort Laramie, Yoder and Torrington, as well as the county.
Among the weaknesses was the lack of understanding regarding scope and abilities of the board, as well as poor understanding by the public of the board’s purpose.
Opportunities listed included more marketing and the availability of numerous community promotion methods.
Listed among the threats to the success of the board were the greater tourism pull by surrounding areas, budget limitations, and difficulty in unifying countywide tourism efforts.
More information on these topics are available at GoGoshen.com on the Goshen County Economic Development Corporation website.
During the work session, the board also established strategic priorities and actions.
Under Organization, were fostering community support through expanded communication efforts, creating continuity in board succession, and expanding visitor center services through all Goshen County communities, and expanding visitor center services during peak visitor season.
Grant availability needs more promotion, by educating the public, and tracking applications and awards granted. During fiscal year 2016-2017, $11,300 was awarded for five activities. These were the LaGrange Mini Fair, $2,500; Goshen County Show & Shine, $800 (car show); Thunder in the Valley (mud bog), $5,000; Yee Haw Days (downtown Torrington event), $1,500; and District #2 Little League Tournament, $1,500.
Marketing opportunities were also addressed during the review. It was determined to focus on three to four marketing strategies for maximum exposure and cost effectiveness. These include the branded way-finding program, integrating social media strategies, updating marketing materials, and a review of alternative marketing and advertising opportunities, such as sticker campaigns, the visitor center, Go Goshen, and promoting the ribbon cutting at dedication of the Hell Gap National Historic Landmark. It also proposed fostering partnerships with key stakeholders locally, statewide and regionally.
Concluding the review session, the board decided to establish subcommittees to help carry out the strategic plan. GCEDC will assist in coordinating the Marketing and Grant committees.
The Lodging Tax Board had a total income of $183,908.48 in Fiscal Year 2016-2017, with a net income of $59,759.74.
Board members are Chairman Johanna Abernathy (Lingle), Vice Chair Marisa Johnson (LaGrange), Secretary Mark Munoz, Treasurer Lynn Schukei, Tom Baker (Fort Laramie National Historic Site), Jennifer Lanier (Fort Laramie), and Eric Fogle (Yoder).
The Aug. 15 meeting included a discussion with Christine Hill, a member of the Wyoming Tourism Board – District 2, based in Casper, who reviewed Wyoming’s tourism efforts in addition to discussing local possibilities.
As part of the discussion on the Aug. 21 solar eclipse, Hill said, “We’ve never had a Super Bowl in Wyoming. This is our Super Bowl.”
Following the meeting, Chairman Abernathy said she is pleased with the direction the board is taking.
“The board is taking a new direction under the leadership of Goshen County Economic Development,” she explained. “We changing things and moving in the right direction.”
