Destination Master Plan 

Catch Des Moines has engaged global professional services firm Jones Lang LaSalle (JLL) in the creation of a Destination Master Plan that will help guide tourism growth in the Greater Des Moines region.

The eight-month project will help identify areas that—with proper leverage and investment—would “move the needle” and encourage more over-night visitors to the region. The goal of the process is to drive stakeholder and community collaboration to craft a singular vision and a roadmap to increase both leisure and group travel as well as enhancing the visitor experience.


One of the goals of the Destination Master Plan is to strengthen both the perception and infrastructure of the area to encourage more visitors to discover the unique experiences that Greater Des Moines has to offer. Throughout the process, JLL is working to create a plan that has been developed by and in conjunction with all of the partners and communities that Catch Des Moines serves. Involved parties include everyone from developers, community leaders and corporate executives to those involved in the hospitality industry, arts and culture and thought leaders throughout the area.

The process to build the Destination Master Plan is based on four key platforms:

  1. Driving stakeholder consensus to craft and agree upon long-term destination goals for Greater Des Moines;
  2. Understanding where Greater Des Moines currently stands as a destination and its future potential;
  3. Assessing the region’s tourism infrastructure and destination development potential; and
  4. Engaging partners to establish key metrics to aid in the plan’s implementation.


The resulting plan will include short-term executables and a long-term roadmap that will set priorities for resource allocation and identify areas around which all of Catch Des Moines’ destination partners should be aligned.


JLL Process


An important element of the planning process is engaging the community and our destination stakeholders. Upon completion, the Destination Master Plan will reflect the collective goals and vision for the region. This will only be possible if Catch Des Moines and JLL engage with our stakeholders—to understand the perceptions of Greater Des Moines as a destination, to hear how you would like the region to evolve and to validate themes and make sure the recommendations are realistic and would be rooted in community support.

These updates are a way for us to keep you posted on the project’s progress and to solicit your thoughts and input.

Provide Feedback

JLL’s approach to Destination Master Plan development is based on the principle that strong stakeholder and partner engagement is critical to building tourism capacity. We appreciate and value the perspectives and experiences of the various partners and stakeholders in the region who contribute to the tourism industry and residents who have help build and support the area’s strong quality of place.

We want to hear from you!


Daniel Fenton, Project Executive

Phone: (831) 298-7215          Email: