I. Workforce Productivity & Effectiveness
The JIA will be positioned to attract, develop and retain an empowered, dedicated and well-equipped workforce of appropriate size, thus enhancing productivity and operational effectiveness and resulting in exemplary customer service, increases in the number and enthusiasm level of “Island Ambassadors”, and wise investment in JIA’s greatest asset--our people.

II. Conservation & Preservation of Natural Resources
The Island’s natural resources are sustained and enhanced through development and implementation of conservation management plans (forest, beach, wetlands, wildlife, public access) that achieve stewardship mission and capitalize the marketing position of Jekyll Island.

III. Conservation & Preservation of Cultural Resources
The Island’s cultural resources are maintained, preserved and enhanced as functioning, living landmarks, and used as educational tools that appropriately reflect their unique past, the significance of Jekyll Island in Georgia/US history, achieve our stewardship mission, and capitalize the marketing position of Jekyll Island.

IV. Revenue Enhancement
Responsible, creative, and aggressive plans are developed, evaluated and when appropriate, implemented to enhance the ability of JIA to produce new or revitalized revenue streams.

V. Lease Management
Partnerships are developed between JIA and Island lessees to enhance existing and or develop new lodging, dining, and retail opportunities that exceed guest expectations. Together we will strive to keep ordinances updated, accurate and enforced and lease terms uniformly applied.

VI. Marketing
The Island’s unique cultural, historical and environmental attributes and the Island’s recreational amenities are highlighted through marketing strategies that have elevated the public image to one of national prominence, expanded the Island’s customer base, increased year-round visitation, and enhanced levels of guest expenditure.

VII. Foundation Support
The Jekyll Foundation is a fully functioning partner, providing levels of support that augment and expand planning, conservation, education and preservation initiatives, thereby allowing JIA resources to be more fully devoted to operational issues, as well as enriching the guest and staff experience.

VIII. Technology Infrastructure & Use
A technology plan is designed to provide the workplace an integrated data management system, and a communications and operations support network that will advance JIA’s ability to increase efficiency, expand markets, and improve stewardship.

IX. Customer Service
The JIA will develop a culture of excelling at all aspects of customer service, becoming a model for state government and providing leadership to all island businesses to deliver to our guests the highest service standard in the nation.