Engaging community voices and industry expertise
After reviewing our current strategic and business plans, the MMGY NextFactor team set out to uncover community insights on the biggest opportunities and most critical issues facing Grand Rapids and Kent County, and how best to drive the visitor economy forward.
They began by conducting 1:1 interviews with 20 industry and community leaders. Next, they surveyed Grand Rapids and Kent County tourism partners, community and government leaders, and EXGR team members, board members and customers. Finally, they facilitated four focus group discussions engaging the EXGR staff, our leadership team, the Diversity Advisory Committee of our Board, and a community group comprised of leaders of major cultural organizations throughout Kent County.
In all, nearly 220 individuals provided input for this research.
MMGY NextFactor then compiled and distilled what they learned and facilitated August planning sessions, first at an EXGR Board retreat and then with our leadership team.
Combining extensive community insight with our partners’ and team’s industry expertise, we presented a strong plan for Board approval on September 17.
The plan sets a clear direction for our team by advancing goals in four key areas: Business Development, Destination Management, Organizational Sustainability and Destination Alignment.
Let’s break that down.
2025 – 2027 Goals
Business Development Goals: Expand and diversify the visitor economy through attracting conventions and leisure travelers.
Destination Management Goal: Identify and encourage destination assets that contribute to becoming a leading Midwest destination.
Destination Alignment Goal: Advocate and educate the community on the importance of the tourism economy and its impact on the community’s success.
Organizational Sustainability Goal: Ensure Experience Grand Rapids has resources, talent, and community support to expand the tourism economy within Kent County.
The plan also identifies performance targets to advance each goal and team-specific strategies to accomplish the targets. This ensures that everyone in the organization knows where we are headed and is empowered to contribute.
