The Stratford Tourism Alliance will:
- Encourage individuals, businesses, local, provincial, national and industry associations or groups to work collectively and invest in and develop, market and manage tourism.
- Finance and supervise the work of the organization through the solicitation and collection of monies from:
- Member dues
- Stratford Tourism Supplement (STS)
- Co-operative marketing investments
- Government marketing partnerships
- Commercial activities
- Act as an effective voice to all levels of government and the public, increasing awareness of the contributions of the tourism sector to the community and to create understanding of the industry's needs.
- Maintain high standards of product, service and training.
- Report regularly and openly to members, contributors and the public stakeholders about the intentions, goals and results of the activities undertaken by the Alliance.
- Establish systems and procedures for the efficient and effective operation of the Corporation.
- Maintain offices and facilities required for the purposes of the Organization.
The Stratford Tourism Alliance's primary marketing efforts are to:
- Promote and capitalize on the Stratford brand. The Stratford brand is made up of all of the experiences and products that characterize the destination: the parks system; the heritage architecture; fine dining; unique events; cultural activities; sports activities; distinctive shopping and rural ambiance.
- Ensure Stratford's image is one of high quality. All public communication - ads, brochures, Web site - must be of the highest quality and reflect a consistent style and look. Operators in the industry are encouraged to support the quality Stratford brand.
- Encourage members to subscribe to the highest standards of product and service and celebrate those individuals and businesses that demonstrate innovation and leadership in service and training excellence.
- Build partnerships within the region, the province, the country and in the international marketplace.
- Facilitate new product development and support programmes that create new demand.
- Measure and track marketing initiatives. Marketing planning should be based on reliable and accurate data and all programs should be evaluated according to previously established goals. The industry should be encouraged to develop research data and share information.
- Inform the community on the value of the tourism economy and issues that affect tourism.
“Stratford itself is the type of walkable wholesome town Rodgers and Hammerstein might write a musical about.”
- Amy Alipio, Associate Editor, National Geographic Traveler