In 2019, Creative EDC and strategic partner Applied Marketing completed a Target Industry Validation and Action Plan to enhance the City of Williamsburg’s value proposition. Williamsburg’s economy is centered around tourism, primarily Colonial Williamsburg, and the College of William & Mary. The target sectors of tourism and hospitality, professional and technical services, and business support services relate directly to those sectors. We also identified health services as a target. For each sector, we developed a value proposition with supporting data. The action plan includes strengthening target sectors, aligning talent development strategies, creating product, marketing, and supporting small business and entrepreneurs. In 2021, we updated the action plan based on changes in target sectors resulting from the pandemic.