Strategic Goal #1: Deepen resident and visitor engagement

Building stronger ties with residents is essential for continued collaboration around the Outer Banks vision. Through town halls and surveys, residents consistently said they want more substantial interaction with the Visitors Bureau and with this Long-Range Tourism Management Plan. That outreach needs to be open to every resident, including underserved communities. Expanding engagement to visitors is also highly important, especially as a way to reset expectations for how visitors should act while in the Outer Banks. Even people whose work depends on visitor activity and visitor spending emphasized the need to draw visitors who respect and value what the Outer Banks already is, rather than those who want to reshape it into something else. Programs that inform visitors and appeal to people who want to contribute to the community will matter.

LRTMP

1a. Keep connecting visitors with area nonprofits so their work is supported and amplified

• OBVB responsibility: Lead
• Other organizations: Local non-profit organizations
• Timeline: Immediate (2023 and Ongoing)
• Success metrics: Count of nonprofit partners; completion of an annual update meeting with every partner to review goals and upcoming initiatives.
• Considerations: During the annual meetings, identify partnerships and advice-sharing opportunities that benefit both sides. Be intentional about working with nonprofits whose missions overlap with this plan.
• Desired result: Strengthen diversity, equity and inclusion.

Progress updates

• September 2024 – The Outer Banks Visitors Bureau and Outer Banks Community Foundation will present the 2nd Annual NPO Knowledge Series Workshop at College of the Albemarle's Dare Campus in Manteo. Deborah Breen of Sound Choice Consulting will share guidance on how non-profit professionals, board members and fundraisers can strengthen fundraising programs for success.
• April 2024 – The Outer Banks Visitors Bureau and Outer Banks Community Foundation held the 2nd Annual Outer Banks Non-Profit Mission Mixer at the Outer Banks Brewing Station, creating a networking opportunity for local NPO professionals, board members and fundraisers. Mark Ballog, owner of Lucky 12 Tavern in Nags Head, spoke about recent work with non-profits and the 12 Bars of Christmas holiday bar tour activation, which contributed to more than $28,000 raised for local organizations.
• March 2024 – The Outer Banks Visitors Bureau convened the OBX Community Services Collaborative quarterly meeting, bringing together leaders from local non-profit organizations, and continues to participate in these meetings on a regular basis.
• November 2023 – The Outer Banks Visitors Bureau hosted its 9th Annual OBX Tourism Summit with the theme Tourism for Good. NPOs were given the opportunity to guide lunch table discussions, and a post-event social at Swells’a Brewing extended the conversation around NPO collaborations and future opportunities.
• October 2023 – The Outer Banks Visitors Bureau began sending monthly Non-Profit/Community eNewsletter updates.
• September 2023 – The Outer Banks Visitors Bureau and Outer Banks Community Foundation hosted the first NPO Knowledge Series Workshop. Jessica Barnes, Director at Outer Banks Forever, offered attendees a range of ideas for engaging new donors and nurturing existing relationships.
• April 2023 – The Outer Banks Visitors Bureau and Outer Banks Community Foundation held the first Outer Banks Non-Profit Mission Mixer at the Outer Banks Brewing Station, giving local NPO professionals a networking event. Non-profit professionals learned about the new NPO directory and Dare County Tourism Board grant opportunities.
• 2023 and Ongoing – The Outer Banks Visitors Bureau staff began using strategic messaging around inspirational, responsible and thoughtful visitation that better introduces visitors to local non-profit organizations and connects them with those groups. Channels included blog posts, social media campaigns and paid advertising efforts.
• 2023 – The Outer Banks Visitors Bureau, working with the Outer Banks Community Foundation, introduced a non-profit directory on OuterBanks.org. Beyond general profile details and direct links back to each organization’s website, local non-profits can also add a volunteer link so visitors can find more ways to get involved.

1b. Guide a resident engagement program that includes resident advisory panels

• OBVB responsibility: Lead
• Timeline: Immediate (2023 and Ongoing)
• Success metrics: Resident Satisfaction surveys showing higher scores; self-evaluation completed by advisory panel memberships.
• Considerations: Ask each board member and/or committee member to suggest several people from their community who could serve.
• Desired result: Support effective two-way communication between residents and industry, creating positive outcomes for everyone. Help strengthen VFR and short-term rental markets to improve the visitor experience.

Progress updates

• February 2024 – At the first Dare County Tourism Board Special Committee meeting, resident engagement was reviewed. Discussion topics included how the Outer Banks community participated in creating the LRTMP, the effect of transparent two-way communication with residents, the need to communicate tourism’s value to residents, existing and upcoming resident communication tactics, a more robust LRTMP website presence, and possible community engagement approaches such as an Ambassador program.
• 2022 – During development of the Outer Banks Long-Range Tourism Management Plan (LRTMP), a resident sentiment survey was completed and submitted by 4,538 Dare County residents and non-resident property owners. Those results created a baseline for comparison with future sentiment surveys.

1c. Lead investment in a voluntourism strategy

• OBVB responsibility: Lead
• Other organizations: Local non-profit organizations that already operate a volunteer program that could be adapted for visitors.
• Timeline: 2024 and Ongoing
• Success metrics: Number of organizations participating in the program; volunteer hours generated by hospitality workforce and/or visitors.
• Considerations: Evaluate software options for managing program volunteers.
• Desired result: Bring in conscientious visitors.

Progress updates

• May 2024 – On May 18, the Outer Banks Visitors Bureau partnered with Our State to host a voluntourism event at Elizabethan Gardens in celebration of the magazine’s newest special issue, North Carolina Outdoors! Attendees came from Fayetteville, Greensboro, Raleigh and other parts of the state, spending two hours caring for the grounds and working in the Greenhouse Nursery area.
• 2023 – With the launch of a non-profit directory on OuterBanks.org, volunteer opportunities are now featured on NPO profiles and event listings on OuterBanks.org. The goal is to connect visitors, full-time residents and part-time residents with the organizations that help make the Outer Banks such a special place to live, work and visit.
• 2023 and Ongoing – Outer Banks Visitors Bureau staff began proactive voluntourism messaging, using blogs, social media and paid advertising.

1d. Bring together a Special Committee/Task Force to help the Visitors Bureau continue implementing this plan

• OBVB responsibility: Lead
• Other organizations: A diverse group touching many sectors and interests, similar to the LRTMP Task Force.
• Timeline: Immediate (2023 and Ongoing)
• Success metrics: Annual report card documenting success and progress; completion of a triennial review and plan update as conditions change.
• Considerations: If the board chooses to make this a separate taskforce, ensure the taskforce meets with the board at least once a year for feedback and direction so the two efforts do not become disconnected.
• Desired result: Community-led support across a broad base for the long-term success of the plan.

Progress updates

• Ongoing – The Dare County Tourism Board Special Committee for the Long-Range Tourism Management Plan (LRTMP) continues meeting regularly to carry out the plan, with recaps available for each meeting.
• February 2024 – The Dare County Tourism Board Special Committee held its first LRTMP meeting on February 7 at the Outer Banks Visitors Bureau administrative offices in Manteo.
• October 2023 – Establishing a Dare County Tourism Board Special Committee became a priority after the Outer Banks Long-Range Tourism Management Plan (LRTMP) was published in May 2023 and a Community Engagement Manager was hired in August 2023. Every Task Force Member who helped create the plan was invited to join the new Special Committee, and 15 of the 19 original members agreed. In October 2023, residents and non-resident property owners were invited to apply for the remaining Committee seats, and over 100 applications were received within 72 hours.
• At its November meeting, the Dare County Tourism Board reviewed appointment recommendations for the Outer Banks LRTMP Special Committee/Task Force and unanimously approved the selection of 22 community members to the group. The committee includes local leaders, professionals from a range of industries and interests, and concerned residents. Its purpose is to assess the strategic goals in the LRTMP, recommend actions to the Dare County Tourism Board, and continue implementing approved recommendations.

1e. Hire a Community Engagement Manager to drive implementation of this plan

• OBVB responsibility: Lead
• Timeline: Immediate (2023 and Ongoing)
• Success metrics: Time required to hire; development of stretch-but-achievable goals; effectiveness of the new hire in reaching those goals.
• Considerations: This key role should be filled sooner rather than later.
• Desired result: Improve plan execution so the community is aware of the work and able to participate.

Progress updates

• August 2023 – Jeff Schwartzenberg was hired as Community Engagement Manager. Schwartzenberg is responsible for helping turn the Long-Range Tourism Management Plan (LRTMP) strategies into action within the Outer Banks community, while also acting as a liaison between the Outer Banks Visitors Bureau and community stakeholders such as municipalities, residents, property owners, businesses and non-profit organizations, among others.

1f. Create a visitor pledge that communicates core values for responsible visitor behavior

• OBVB responsibility: Lead
• Other organizations: Industry partners
• Timeline: 2024 and Ongoing
• Success metrics: Number of people engaging with the materials and messages; documentation of visitor behavior status through a benchmark survey, potentially through a sustainability committee, with goals to increase compliance with the pledge in future years.
• Considerations: A marketing and communications plan will be required.
• Desired result: Establish expectations for visitors and locals about what makes this place special and how each individual’s behavior and mindset can have an impact.

Progress updates

• April 2024 – At the April 10 Dare County Tourism Board Special Committee meeting, the group reviewed the latest draft of the destination pledge and agreed to advance the Outer Banks Promise for presentation to the Dare County Tourism Board at its April 18 meeting. At that meeting, the Dare County Tourism Board unanimously approved the draft of the Outer Banks Promise. A marketing and communications plan for the Outer Banks Promise is under review, with an initial rollout planned for later this spring.
• February 2024 – At the first Dare County Tourism Board Special Committee meeting, the group examined why destinations have created tourism pledges in recent years, looked at other tourism pledges from around the world, and reviewed an early draft of an Outer Banks Promise. Using input from the committee and Outer Banks Visitors Bureau staff, a revised Promise draft is being developed to share before the March 2024 LRTMP meeting.