In the Summer of 2017, The City of Oregon City’s Economic Development Department partnered with Coraggio Group, a Portland-based strategy and change management consulting firm to develop a strategic plan for Oregon City tourism and begin laying the foundation for more structures and a mission-driven tourism industry. The process began with an immersion session that grounded Coraggio in the past, present and future of the Oregon City tourism industry and an in-depth stakeholder engagement process designed to solicit input from the broader Oregon City travel and tourism industry regarding opportunities and challenges facing the local tourism industry. This information was then summarized, themed and used to inform our strategic planning team and provide guidance in the development of this Plan.

With good guidance in hand, we assembled a strategic planning committee that included local stakeholders from a variety of organisations including lodging, events, attractions, local businesses and City leadership. As a group, this planning committee was responsible for attending and participating in strategic planning meetings designed to develop all the key elements of a strategic plan. They included:

Vision - What is the ideal future state we are trying to create?

Mission - What is our purpose? What are we here to make happen?

**Values - **What are the fundamental beliefs that shape how we work together and serve our mission?

**Brand Intention - **What do we want to be known for? What is the enduring perception or emotion that describes the total experience of our organisation?

**Position - **What unique & sustainable value do we deliver, where do we deliver, and for whom?

**Strategic Imperatives - **What must be accomplished over the planning

horizon?

**Objectives - **How will we measure success?

**Initiatives - **What collective actions do we need to take, that are transformative in nature?

Engagement Process and Demographics

An in-depth Stakeholder Engagement process was conducted starting in July 2017 to gather insights and input from a broad range of Oregon City tourism stakeholders. The engagement process included an external stakeholder survey and an in-person visioning session with key Oregon City stakeholders. Our process, and plan, were guided by the input from:

• 130 External Stakeholder Survey Respondents
• 26 Visioning Session Participants

1. Strategic Planning Process Overview
2. Engagement Process & Demographic
3. Key Insights
4. Strategic Anchors
5. Imperatives
6. Oregon City Tourism Operation Plan
7. Using This Plan as a Management Tool
8. Branding and Marketing
9. Brand Brief
10. Target demographics
11. Oregon City Tourism Assets
12. Initial Efforts to Reach Our Target Demographic