Destination 2028 Tactical Implementation for 2023–2024

This overview below, with highlights from the recommendations of the Wake County Destination Strategic Plan (DSP), will give Raleigh area partners and stakeholders some of the tactical implementation planned for 2023-2024. These highlights are divided into the eight priorities reflected in the DSP report. Implementation progress during 2022-2023 is also summarized in the Destination 2028 subsection of

Meetings and Conventions Priority

  • The Bureau will continue aligning with the City of Raleigh on a future Raleigh Convention Center (RCC) expansion.
  • Under Project 2027, a minimum-500-room, full-service hotel adjacent to RCC expansion, via the Interlocal Fund, will require booking agreement finalization with the hotel operator, another RCC booking policy update, priority account realignment and updates to the Business Development Fund’s qualifiers.
  • GRCVB will continue to pursue shared software/joint read-only access to Customer Relationship Management (CRM) systems used by Bureau and RCC staff (Simpleview and Ungerboeck).
  • Marketing and Communications will continue rolling out a strategy for marketing Meeting Districts around the county via the destination assets/CVB resources available.

Sports Priority

  • GRCVB will continue aligning with Cary on construction needs for its indoor sports complex (The Center).
  • GRCVB/GRSA will propose a sports cluster model case study with the southwest Wake towns of Apex, Cary, Fuquay-Varina and Holly Springs.
  • The Bureau will develop a memorandum of understanding (MoU) for countywide parks department cooperation, field standards and aligned level of maintenance.
  • GRSA and Marketing will add a countywide sports facility pipeline page on (akin to major new visitor development tracking).
  • The Bureau will assist in the development and understandings of an operational plan for the North Carolina State University Esports Production and Performance Center, while also pursuing an extension of the N.C. Esports Production Grant authorized by the General Assembly.

Events Priority

  • GRCVB has expanded the Signature Event Fund for fiscal year 2024 and will review requirements/guidelines, considering if a portion of the fund may be devoted to smaller/regional, qualifying events.
  • Now with a destination data manager full-time role, GRCVB will develop partner MoUs and launch annual partner report cards for economic impact analysis powered via the Bureau’s CRM.

Key Attractors Priority

  • The Bureau will partner with the North Carolina Museum of Natural Sciences on the rollout of marketing and promotions surrounding its blockbuster exhibit SECU DinoLab as well as convene with other state museums regarding their enhancements/expansion.
  • GRCVB will continue to aligning with Dorothea Dix Park leadership on the continued construction of Phase 1 and provide ongoing measurement resources to City of Raleigh Parks, Recreation and Cultural Resources.

Individual Leisure Priority

  • GRCVB and contracted ally People-First Tourism (P1t) Inc. will continue to expand the P1t program countywide, organizing weekly events, recruiting new microentrepreneurs and applying new support systems to optimize experience supply and demand. Joint advertising and promotional efforts will increase sales.
  • Based on outcomes of the Bureau’s destination brand strategy assessment, Marketing and Communications will reengage area towns as well as area hospitality business partners/entrepreneurs with new activations planned around the evolution of “passionate minds.”
  • To better leverage Wake County’s unique culinary and retail options, GRCVB will continue to explore/refine visitor-targeted content and promotions of related experiences.

Destination Development Priority

  • GRCVB will participate further in the ongoing, countywide hotel dialogue with developers and major industry cluster leaders, e.g., leaders from the new biotech campuses in Holly Springs.
  • The Bureau will convene a local development roundtable on placemaking, visitation and quality of place, partnering with Wake County Economic Development and Carolinas Associated General Contractors.
  • GRCVB administration will reengage the town managers countywide to understand key parcels through town master plans that may have tourism uses.

Regional Demand Drivers Priority

  • GRCVB will continue area academic engagement through the Cooperating Raleigh Colleges organization.
  • The Bureau will partner on strategic discussion and analysis around aviation lift, interpretative language, currency exchange and other enhanced services for our hotel, facility and restaurant partners through an International Travelers Summit.
  • GRCVB will review transportation accessibility services with the Raleigh-Durham Airport Authority.

Quality of Place Priority

  • The Bureau will convene the first Quality of Place Summit in partnership with the City of Raleigh and Wake County.
  • GRCVB will monitor and promote the launch of AWAKE: Cultural Paths with the organizing consultant and countywide partners for the activation of greenways with arts and culture.
  • Marketing and Communications will synergize brand strategy with a collective of place-marketers representing all area towns during the destination brand strategy reassessment project underway this fiscal year.
  • GRCVB administration will work with County and other municipal leaders on ways that the tourism industry can assist in addressing homelessness concerns.