Destination 2028 Tactical Implementation for 2024–2025

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 2024-2025. These highlights are divided into the eight priorities reflected in the DSP report. Implementation progress during 2023-2024 is also summarized in the Destination 2028 subsection of visitRaleigh.com.
 

Meetings and Conventions Priority

• GRCVB will continue collaborating with the City of Raleigh on final design and build timelines, client focus group feedback, enhanced space optimization and strategic account prioritization targets for the Raleigh Convention Center (RCC) expansion. 
• With new downtown hotel inventory coming on board, GRCVB will work with the RCC to revise booking prioritization scenarios as outlined in the DSP.
• GRCVB will partner with Omni Hotels & Resorts as a new full-service hotel operator adjacent to the RCC. The Bureau and City of Raleigh will finalize an interlocal funding agreement with Omni and align on new booking policy, design and pre-opening sales and marketing alignment.
• GRCVB Marketing and Communications Department will continue to extend partner engagement around destination assets/CVB resources available to the remaining meeting districts in rotation, while Sales/Services Departments also continue to reaffirm their support for all meeting districts countywide through such programs as partner (new hire) visits and See For Yourself Tours.
   

Sports Priority

• GRCVB will continue to support the Town of Cary on planning, design and build timelines for The Center. GRSA will continue to function as a collaborative partner with the Town, giving input on marketing strategy, account targets and sales outreach at the appropriate time.
• GRSA and Marketing and Communications teams will add a countywide sports facility pipeline page on raleighsports.org that will track all major sports venue projects for Wake County.
• GRCVB will partner with and support Centennial Authority, Gale Force Holdings and North Carolina State University (NCSU) on final design and build timelines for PNC Arena expansion. Will initiate additional strategic collaboration with Gale Force Holdings and NCSU on future commercial development of arena and stadium site to position as a key attractor for event visitation targeting pro and amateur sports, entertainment, retail and restaurants.
• GRCVB will continue to serve in an advisory role to the State of North Carolina for the administration of the N.C. Major Events, Games and Attractions Fund; the N.C. Youth Sports Grant Fund; and the N.C. Esports Production Grant Fund.
   

Events Priority

• GRCVB will continue to work with attraction and facility partners in data visitation measurement via annual partner report cards that focus on direct economic impact. 
• GRCVB will explore collaborating with Wake County and City of Raleigh on an Events Strategy Summit. This gathering would facilitate future alignment on objectives, measurement, logistics, branding and equity for both visitation generating and residential events. 
• GRCVB will serve in a strategic partner role with PineCone on the shift from IBMA Bluegrass Live! to Raleigh Wide Open Festival in 2025.
   

Key Attractors Priority

• GRCVB will partner with the North Carolina Museum of History and the North Carolina Museum of Art on their future expansion and enhancement plans. 
• GRCVB will continue aligning with Dorothea Dix Park leadership on the construction of Phase 2 of the Dix Master Plan and continue to provide both marketing of existing assets and measurement resources to City of Raleigh Parks, Recreation and Cultural Resources,
• Through the use of technology platform providers Bandwango and Wander, GRCVB will promote a series of countywide trails and include information on ways to connect to museums, craft breweries, restaurants, murals, downtown pedways and more from the trails.
   

Individual Leisure Priority

• GRCVB and contracted ally People-First Tourism (P1t) Inc. will continue to scale up the already successful program of prescheduled experiences and custom/group bookables, adding to the inventory of experiences and generating customer demand to match, including by further leveraging other Bureau departments. Pursue a more long-term and measurable impact on Wake County’s overnight visitation draw as well as expand efforts in three additional municipalities.
• Marketing and Communications will reengage area towns as well as area hospitality partners/entrepreneurs with new activations aligned to destination brand strategy. 
   

Destination Development Priority

• GRCVB will explore the opportunity to convey a countywide Hotel Development Summit II with hotel developers, major industry cluster representatives and municipal leaders for strategic objectives and future development opportunities.
• GRCVB Administration will continue to engage town managers to understand key parcels through town master plans that may have tourism use. Focused areas include Meadowbrook Park in Garner, Trustwell Development in Holly Springs and Blue Ridge Corridor in Raleigh.
   

Regional Demand Drivers Priority

• GRCVB will partner with RDU Airport Authority on strategic discussions related to infrastructure build-out as outlined in the 2040 Vision Plan.
• GRCVB will continue strategic engagement with area academic leaders via the Cooperating Raleigh Colleges organization.
   

Quality of Place Priority

• GRCVB will look to utilize the Wander platform for activation of countywide greenways with arts, culture and area amenities. We will include strategic discussions with the Wake County Arts and Cultural Plan Task Force.
• GRCVB Administration will continue to take leadership roles with the Regional Transportation Alliance related to supporting tourism opportunities within Bus Rapid Transit and overall ground transportation planning within Wake County.