Destination Development and
Institutionalization Strategies
In the OIC Member Countries
124
Figure 42: Go Great Lakes Bay’s Organizational Structure
Source: Go Great Lakes Bay
Go Great Lakes Bay is governed by a Boardof Directors that are selected fromthe local hospitality community.
Each county selects three communitymembers to serve on the Board, with at least three people on the Board
representing the accommodation sector. Three departments report directly to the CEO. The sales department
consists of three staff members, with one staff member in charge of meetings, another responsible for sports,
and the third responsible for group tours. Themarketing department is composed of a Creative Director, and
a MarketingManager. The OperationsManager oversees two departments: the Travel Tip Desks and the Lead
Travel Tech departments. The Travel Tip Desks department employs three staff members, each responsible
for providing travel information to visitors focusing on one of the three counties. The administrative staff
consists of an Operations Manager and a Technology Manager.374 375
3. The Role of DMOs
Go Great Lakes Bay’s mission is to increase overnight lodging stays contributing to economic growth within
the region. Whereas it’s vision is to position and brand the region as a destination of choice for overnight
visitors. The vision andmissionwere developed as part of DestinationNEXT’s Strategic Roadmap for Go Great
Lakes Bay.376
Travel Oregon’s vision is: “A better life for Oregonians through strong, sustainable local economies.” It’s
mission statement is “We inspire travel that drives economic development. Through innovation and
partnerships, we share the stories of Oregon’s people and places, ensuring the preservation of Oregon’s way
of life and natural places.
374 Go Great Lakes Bay (2017). Destination NEXT Strategic Roadmap 2016-2017.
375 Go Great Lakes Bay - Meet Our Team. (2018). Retrieved from
376 Go Great Lakes Bay (2017). Destination NEXT Strategic Roadmap 2016-2017.
Go Great Lakes Bay Organizational Structure
Board of
Directors
CEO
Sales Marketing
Operations
Manager
Travel Tip
Desks
Lead Travel
Tech