Case Study: Visit Duluth Strategic Plan


Challenge: Visit Duluth, a destination marketing organization in Duluth, Minnesota, sought a short-term strategic plan after a significant organizational restructuring and the impacts of the Covid-19 pandemic. The group faced a tight timeline as it sought stabilization under new leadership and a reorientation in its role. 

Role: Northspan facilitated a two-year strategic plan with the organization’s staff and executive committee. The planning process included a survey of community partners and gave participants space to recognize challenges the organization had faced while charting an optimistic course for the future. The new plan featured three strategic directions to guide Visit Duluth’s work: 

  1. Strengthening Strategic Partnerships to Achieve Full Scope
  2. Developing Staff Capacity That Supports New Direction
  3. Creating Clear, Measurable System for Accountability

Results: Visit Duluth implemented the plan and nimbly adjusted course to meet its new scope work. Northspan facilitated a 2023 follow-up session as the organization continued to evolve. 

Contact: Daniele Villa, President of Sales and Operations,