Ecotourism Proposal for Beaufort

Ecotourism in Beaufort County, NC Kourtney A. Bradshaw James Carras Will Hodgkins Shannon Smith Department of Public Policy The University of North Carolina at Chapel Hill

In partnership with the Center for NC Strategic Economic Growth, Frank Hawkins Kenan Institute of Private Enterprise

A Partner for Innovative Entrepreneurship Table of Contents

Introduction 1 Purpose of the proposal and the main problems addressed by the proposal Asset Mapping 5 Ecotourism assets found in Beaufort County,

NC and the surrounding regions Best Practices 11 Examples of best practices from around the Southeast Recommendations 34 Lessons the county can learn from comparable areas and implementation guidelines Appendices 50 More in-depth discussion of asset mapping, best practices and recommendations offered for the county Introduction

Purpose Beaufort County Manager Randell Woodruff and Economic Development Director Bob Heuts have asked Cross Sectional Collaborative (CSC) to assist Beaufort County and its community partners in developing regional river-based ecotourism centered on the rich, yet underutilized, ecological resources of the Tar and Pamlico Rivers, as well as their waterfronts, swamps and adjoining forests.

Problem Statement Beaufort County has the greatest area of waterfront of any county in the state of North Carolina. However, the county is challenged with a Tier I poverty designation, 9.1% rate of unemployment, and 20% of the population lives below the poverty line. Beaufort County, which features abundant, yet underutilized, natural resources has an important stake in developing a county-wide strategy for promoting ecotourism to boost its economy. Beaufort County can also produce strong results by combining their efforts with local communities and local organizations to create regional river-based ecotourism attractions along the Tar and Pamlico Rivers. Stakeholders in Beaufort County and the surrounding areas have begun consideration of development plans for ecotourism. However, a comprehensive vision to pursue river- based ecotourism in Beaufort County has yet to be established.

1 Introduction

Ecotourism Ecotourism is a unique and multifaceted form of travel. Ecotourism is the responsible use of controlled natural areas in order to conserve the environment and improve economic and social welfare. Further, ecotourism encapsulates travel to a natural location, or one that has experienced little to no alteration at the hands of humans. The main benefits of ecotourism include:

• Minimizing damage to the environment through protective measures to ensure natural landscapes will be preserved to share with future generations

• Promoting environmental awareness among tourists and local citizens

• Raising support for conservation efforts to maintain a near pristine natural area

• Raising support for local economy through the creation of jobs and industries

2 Introduction

Goals and Objectives The goal of our study is to identify unrecognized opportunities for ecotourism development which exist along the Tar and Pamlico Rivers in Beaufort County and nearby areas such as Pitt County. As part of a broader ecotourism strategy for Beaufort County, we will develop a strategy to utilize identified best practices from comparable communities who have successfully conserved natural habitats and created sustainable tourism. In order to achieve this goal the following objectives have been identified:

• Develop an asset map of existing river access points and ecotourism assets which can be utilized as part of a broader ecotourism strategy;

• Identify ecotourism development opportunities which will enable local leaders and stakeholders in Beaufort County to best utilize existing assets;

• Research ecotourism best practices in similar communities with elements which can be introduced into Beaufort County to enhance existing ecotourism initiatives;

• Propose marketing strategies to increase online presence and promote the name and assets of Beaufort County;

• Identify existing policies that may either promote or hinder ecotourism efforts, and provide policy recommendations for advancing river-based ecotourism.

3 Economic Impact

In 2012, Beaufort County produced 71.08 million dollars in tourism expenditures. Of these expenditures, 8.8 million were dedicated to payroll for tourism related industries and 7.59 million was generated from state and local tax revenues. The state and tax revenues yielded a tax savings of 158.45 tax dollars saved per resident.

The county is ranked 47th of 100 NC counties in travel impact. Beaufort County is ranked above Hyde, Pamlico, Bertie,Tyrrell and Martin counties.

The graphic below shows tourism revenues have been continuing to grow in Beaufort County. The hope is that ecotourism can be a large contributing factor to the total tourism revenues in Beaufort in the coming years.

4 Ecotourism Assets

Ecotourism assets can be broken into five dominant themes: natural settings, conservation, culture, benefits to local communities, and education. It is important to center ecotourism destinations around a featured natural environment that is as close to its natural state as possible. Sustainably preserving the natural state of an environment from an environmental, economic and cultural standpoint should be the goal of ecotourism planning. It is also important to offer the prospect of learning, whether it be from the natural state of the area or from a museum.

Ecotourism destinations might expect to attract two general categories of tourists: hard and soft or active and passive. “Hard” ecotourists, or the most active, have a strong environmental commitment and seek destinations that are undisturbed and relatively isolated (not touristy) and who embrace hardship (no comfortable amenities), risk, physical challenges and personal experience. Many of them may nonetheless use the economic services of outfitters and other rentals, guide services, and some meals. “Soft” ecotourists share an environmental commitment, but prefer to engage in ecotourism activities as part of a larger leisure trip. For example, sailing or paddling for the day followed by dinner at a local restaurant and an overnight stay at a hotel or bed and breakfast and a trip to the museum the next day. From an economic development perspective, the greatest direct added value is likely to result from attracting more ecotourists who will stay overnight in Beaufort County lodgings and participate in more than a single day-trip activity or venue in the county.

For more information on ecotourism assets and the mapping process, please see Appendix A.

5 Asset Mapping

The following four pages contain maps depicting ecotourism assets in Beaufort County. These assets were gathered using printed maps and resources provided by leaders in Beaufort County during individual meetings. Data was also gathered from online resources, including but not limited to, google maps, GIS maps and data sets provided by the GIS library at the University of North Carolina at Chapel Hill, the Beaufort County website, and the Little Washington website.

An overview map of the entire county, including shared assets with Pitt County, Hyde County, and Pamlico County was created using the above described data. The following maps were cut from that overview map to more clearly depict specific assets located within each municipality.

The depicted assets are only as accurate as the available data used. Layers within the overview map include Beaufort County paddle trails, emergency services, hunting preserves, wetlands, restaurants, and lodgings. A data set is also publicly available to add bridges for additional potential access points. Paddle trails were hand drawn using ArcGIS software. Specific maps used are referenced in the reference section of this booklet.

Electronic versions of maps and data sets will be saved on a thumb drive and presented to Bob Heuts with this report for future use and distribution.

6 This map includes Pitt and Beaufort County assets, extending from Washington and Chocowinity municipalities in Beaufort County to Greenville in Pitt County. The two most promenent paddle trails on this map are shared by both Pitt and Beaufort Counties. Fire hydrants depict fire stations, which would provide first responder emergency care to tourists. As examples, Site #20 is the Cypress Hideaway tent camping platform for paddlers, and Site #129 is the Chocowinity Tar Heel Theater; Site #127 is the Inner Banks Artisans Center.

7 This map includes Beaufort County assets in Central Beaufort and Bath and Aurora municipalities. Note several additional paddle trails with access points, as well as Goose Creek State Park (#56) which includes both a public park area and a larger surrounding state-registered Natural Heritage Area. Another notable asset is Camp Boddie (#54), a summer camp operated by the Boy Scouts of America. Camp Boddie has several campsites, a dining facility as well as docks that can be used for paddling and sailing.

8 This map includes shared assets in Beaufort and Hyde Counties extending from Belhaven and Pantego municipalities into Hyde County. Note that Belhaven has the major boating and sailing ecotourism asset of the Intracoastal Waterway, and also provides access to another significant water trail for boating and paddling up what is labeled a second Pamlico River toward major managed wildlife areas in neighboring Hyde County. Belhaven also has a marina, a museum, and several excellent destination seafood restaurants.

9 This map depicts assets in Beaufort, Hyde and Pamlico Counties. It also shows major managed wildlife areas as ecotourism assets for hunting and wildlife observation.

10 Best Practices

In order to answer the original questions of whether ecotourism is feasible in the region and whether the initiative will yield economic benefits, we selected six case studies of successful ecotourism to isolate a few best practices. We used a set of criteria to determine what worked in each case, what didn't work and what Beaufort County can learn from each area, as well as comprehensive recommendations leadership can utilize to further ecotourism efforts. The criteria are as follows:

•Organizational Structure- How do the area tourism, environmental, governmental and business leaders divide responsibility for the community?

•Economic Sustainability- How does the area ensure their projects continue for years to come by providing jobs and industry to their community?

•Funding- How are the ecotourism projects financially supported?

•Community Outreach- What is the connection the ecotourism projects have to their communities?

•Policy Innovations- What unique and relevant lessons can Beaufort County learn from each best practice area?

For more information on Best Practices, please see Appendix B.

(Below) Photograph of the mobile in the Estuarium

11 Areas Selected for Best Practice Analysis

Land Trust for the Mississippi Coastal Plain page 14

Suwannee River Wilderness Trail page 18

Louisiana Tourism Coastal Coalition page 21

Roanoke River Partners page 24

National Committee for the New River page 27

Southeast Tennessee Tourism Association page 31

(Above) Boats in a Washington, NC Marina

12 Locations of Best Practices Sites

13 Land Trust for the Mississippi Coastal Plain

History The Land Trust for the Mississippi Coastal Plain (LTMCP) was founded in 2000 as a non-profit organization charged with managing and maintaining acquired lands along the coast of Mississippi for the purpose of conservation. The LTMCP is an accredited land trust, meaning the properties obtained through the organization have undergone extensive external review and are designated as permanent conservation sites. The LTMCP specifically targets environmental or culturally significant lands in the six counties in the Coastal Plain of Mississippi.

14 Land Trust for the Mississippi Coastal Plain

Ecotourism Aside from their efforts to monitor and conserve the lands entrusted to them, the LTMCP also encourages public recreation and enjoyment of their properties. This approach has led to the development of several walking and paddle trails meant to show off the natural beauty and wildlife present in the Mississippi Coastal Plain. The LTMCP also provides trail maps, teacher resources and links to other regional conservation efforts on their website as a way to teach others about the cultural and environmental significance of these lands and encourage further conservation.

15 Land Trust for the Mississippi Coastal Plain

Pictured above is a map of the Old Fort Bayou Blueway, a project developed by the LTMCP in conjunction with the municipality of Ocean Springs, Mississippi. Leaders from the LTMCP and Ocean Springs relied heavily on public input to devise plans to develop the Old Fort Bayou. The paddletrail was designed to promote access to an underutilized asset as well as connect existing parks and businesses. This strategy aimes to increase the economic sustainability of the bayou and support existing local businesses.

16 Land Trust for the Mississippi Coastal Plain

Lessons for Beaufort County There are several aspects of LTMCP’s organizational and marketing tactics that could be successfully implemented in Beaufort County to their significant benefit. To start, the LTMCP does an excellent job of educating the public and stimulating interest in the region’s natural resources and conservation efforts. The LTMCP uses education as a means to drive enthusiasm for their efforts as well as cater their projects specifically to the needs of the community. By simply educating residents about the benefits of conservation and environmentally friendly activities, Beaufort County could build local support for an ecotourism industry and foster a sense of pride in the county’s natural beauty. Another beneficial aspect of the LTMCP’s success is the support they provide to local organizations pursuing ecotourism or conservation projects along the Mississippi Coast. The LTMCP primarily provides assistance in the form of organizational advice and potential sources of funding, such as grants or professional guidance from more knowledgeable organizations. In Beaufort County, organizations such as the Pamlico Tar River Federation may be able to expand their role to include supportive services like those of the LTMCP. Educating citizens and providing supportive resources to community organizations would likely accelerate the growth of ecotourism across Beaufort County.

For more information on LTMCP please refer to Appendix B

17 Suwannee River Wilderness Trail

History The Suwannee River Wilderness Trail was founded more than 20 years ago as a unique natural resource and an opportunity to provide green options for economic development initiatives in this largely undeveloped region of Florida. The project’s goal is to bring economic benefits to the communities lining the river by promoting recreational access to public lands, increasing sustainable economic opportunities and better coordinating land management initiatives between state and local projects. The project has been built and supported by partnerships between local and state agencies, including the Florida Department of Environmental Protection, the Florida Park Service, the Suwannee River Management District, and Florida’s tourism development agency.

18 Suwannee River Wilderness Trail

Ecotourism The river currently boasts several regional hubs that provide lodging options and support day use activities, as well as seven riverside campsites that will encourage multi-day river hiking, biking and paddling outings. Leaders of the trail initiative are currently exploring opportunities to advance private entrepreneurial participation along the river in an attempt to improve supportive infrastructure for nature-based tourism to the region. Local leaders are in touch with local tourism commissions and chambers of commerce to help promote private amenities such as guide services, outfitters, and dining options that would support the growing ecotourism industry.

19 Suwannee River Wilderness Trail

Lessons for Beaufort County There are a number of things that Beaufort County can adapt and learn the Suwannee River Trail. First, Beaufort County could form a county-wide tourism commission or advisory board. Communities along the Suwannee River rely heavily on their respective tourism commissions to represent the interests of both public and private stakeholders in the Suwannee River Valley. Tourism commissions and advisory boards give the public a point of contact for tourism related matters and may be able to bring together the various tourism ventures and supportive services in Beaufort County. Next, Beaufort County might benefit from adopting small business development programs similar to those along the Suwannee River. For instance, the Columbus County (Florida) Chamber of Commerce connects small business owners with complementary businesses in order to better tailor their services to the public’s needs. These businesses also work together to promote each other’s products and services, as well as educate their employees on active marketing techniques. Similar efforts in Beaufort County could result in a stronger economic environment and increased community support for tourism ventures.

For more information on the Suwannee River Wilderness Trail, please refer to Appendix B

20 Below: Map of the LTCC coverage area

Louisiana Tourism Coastal Coalition

History The Louisiana Tourism Coastal Coalition (LTCC) is a non-profit, regional marketing organization that represents the interests of ten parishes along the Louisiana Coast. The LTCC advocates for the development of coastal communities and protection of fragile wetlands, as well as promotes natural, cultural and outdoor recreational experiences along the Louisiana Coast. Through the coalition’s website, visitors can access information about regional attractions like fishing, camping, paddling and wildlife just to name a few.

21 Louisiana Tourism Coastal Coalition

Ecotourism The coalition has partnered with a New Orleans based group called Travel1Green which advocates for sustainable tourism across coastal Louisiana. Travel1Green is affiliated with several ecotourism initiatives, most notably Sustainable Travel International, and endorses projects that adhere to widely accepted standards of ecotourism. Travel1Green has even developed a comprehensive guide to ecotourism along the coast of Louisiana, complete with trail maps, GPS coordinates of popular attractions and contact information for community specific amenities. Both Travel1Green and the LTCC coordinate with regional academic resources in order to obtain funding for ecotourism projects and better advance sustainable development across the region. The Louisiana State University AgCenter and the Center for Cultural and Ecotourism at the University of Louisiana Lafayette are two excellent resources these organizations have utilized for information on sustainable tourism practices and potential financing options.

22 Louisiana Tourism Coastal Coalition

Lessons for Beaufort County

The Louisiana Tourism Coastal Coalition offers a lot in terms of marketing strategies and organizational structure that could be useful to Beaufort County. Very much like the Suwannee River case study, the LTCC utilizes an advisory board and tourism commissions for input and feedback on tourism plans. The LTCC’s advisory board consists of at least one member from each parish and could be replicated in Beaufort County, potentially by assembling a board with representatives from each municipality or district. Visit Louisiana Coast also creates an all inclusive visitor’s guide that is distributed through local tourism commissions and their website. Assuming there will be a county or regional group to organize and promote such a document, Beaufort County and their neighbors could combine their tourism assets into one pamphlet and market the region collectively. Potential branding opportunities could be made through organizations like the Mid East Commission or as a wider initiative like the “Inner Banks” or IBX concept. These approaches to tourism management and marketing could go a long way to branding Beaufort County as a sustainable and attractive tourism destination.

For more information on LTCC please refer to Appendix B

23 Roanoke River Partners

(Above) Map of paddle trail along Roanoke River

History RRP was established in 1996 by a collection of concerned business leaders and government leaders in Halifax, Bertie and Martin counties. The area along the Roanoke River was experiencing a devastating economic downturn with high job loss. Thus RRP was created to confront the job loss and economic distress in the area.

24 Roanoke River Partners

(Above) Logo for Roanoke River Partners

Ecotourism The leaders of RRP realized that the Roanoke River was a great economic resource. However, they were unsure of how they should market it to promote its use for ecotourism. They searched the country for replicable models. They discovered the "chickee model" found in Southern Florida. Chickees are raised platforms paddlers can row up to, anchor their boat and camp for the night. The leaders of RRP modified the chickee model for the Roanoke River and created raised platforms along the river. These platforms have been highly successful and attract over 1200 visitors annually.

25 Roanoke River Partners

(Above) Image of RRP camping platform

Lessons for Beaufort County

However popular the Roanoke River has been, leadership in RRP has noticed that businesses along the river have not been sustainable. Businesses like paddling tours and outfitters who rent canoes and kayaks come quickly, but leave just as quickly. This lack of sustainability could be a result of the seasonal nature of employing high school and college students during the summers but having few employees during school months or a lack of entrepreneur training. Beaufort County can learn from the roadblocks RRP faced by promoting small businesses through grants, training and guidance for entrepreneurs.

For more information on RRP please refer to Appendix B

26 National Committee for the New River

(Above) Logo for National Committee for the New River

History The National Committee for the New River was founded in 1974 to block the construction of two dams that would have altered the economic, agricultural and ecological structure of the New River. While the NCNR is primarily an environmental advocacy group, the leadership of the organization is deeply tied to the surrounding community’s growth. Therefore, NCNR has a strong commitment to supporting the development of ecotourism efforts in the area it serves.

27 National Committee for the New River

(Above) Logos for High Country Host and Ashe County Government

Ashe County

NCNR plays a supportive role in the economic development of the counties it serves, like Ashe County, NC. River-based tourism now provides a major source of revenue for this western NC county. It is estimated that river-based tourism produces the second largest stream of revenue for Ashe County, second only to agriculture. With the latest economic downturn, Ashe County lost many manufacturing jobs. However, individuals who had lost their jobs were able to find new ones when the new industry, tourism along the river. Ashe County is able to support many of its tourism initiatives through a tourism commission which is part of their chamber of commerce.

28 National Committee for the New River

(Above) Photo along the bank of the New River

Ashe County, contd. Because tourism is such an important economic driver for Ashe County, the county tourism has coordinated with other counties in the area to form the High Country Host. This organization provides marketing circulars to the region’s hotels, maintains a thorough website with events and local attractions, and shares tourism funds for marketing purposes through occupancy taxes and collective grants.

29 National Committee For the New River

(Above) Photo of the New River in fall

Lessons for Beaufort County

The biggest lesson Beaufort County can take from the National Committee for the New River and Ashe County, North Carolina is the relationship the two entities share. NCNR holds seats on the Tourism Commission for Ashe County. As a member of the tourism commission, NCNR ensures that any tourism policies or recommendations are in the best interest of the the ecology and structure of the New River. If Beaufort County is serious about expanding its tourism efforts, it is essential for the county to partner with environmental non-profits, like The Pamlico Tar River Foundation. Organization like PTRF will help guide Beaufort County's tourism decisions to ensure the river will be protected for future use.

For more information on NCNR and Ashe County please refer to Appendix B

30 Southeast Tennessee Tourism Association

(Above) Logo for Southeast Tennessee Tourism Association

History

The Southeast Tennessee Tourism Association is a collection of 10 counties in southeast Tennessee. It is a comprehensive multi-county marketing strategy with a comprehensive website and mobile application. The website gives prospective tourists a taste of what southeast Tennessee has to offer: history, cultural activities, shopping, hiking, camping, biking and water sports. The mobile application allows more tech-savvy individuals to download an application with self-guided tours and maps of tourist attractions.

31 Southeast Tennessee Tourism Association (Above) Map of Southeast Tennessee Tourism Association members

Ecotourism

The Hiwassee River is a strong tourist attraction for Southeast Tennessee. Visitors can kayak, canoe or white water raft in some areas of the river. The Hiwassee River is treasured for its recreational, social, economic, cultural and environmental assets. Recently the Hiwassee River was in the process of pursuing certification as a National Blueway. However, due to recent changes in the Department of the Interior, the program is no longer accepting new applications. Another alternative to the National Blueway designation is the National Water Trail.

32 Southeast Tennessee Tourism Association

(Above) Photo of Hiwassee River Bradley Co., Tennessee

Lessons for Beaufort County

Beaufort County can learn from the Southeast Tennessee Tourism Association's organizational structure. As a collection of 10 counties, SETTA pools their resources to provide tourists with vast options for exploring the area. The first lesson is that SETTA's member counties work together to promote shared assets. Beaufort County can use a similar structure to promote their shared river assets with Pitt County or their shared sound assets with Hyde and Pamlico Counties.

For more information on SETTA please refer to Appendix B

33 Policy Recommendations

From the six areas we studied, we found that each had unique strategies to market, finance and practice ecotourism. We formulated six recommendations well-suited to best promote ecotourism for economic development in Beaufort County, North Carolina.

• County-wide Tourism Commission (page 37) • Develop Marketing Strategies (page 39) • Create Small-Business Development Plan (page 46) • Educate Public (page 48) • Connect to Regional Tourism Groups (page 49) • Certification as National Water Trail (page 51)

(Below) Cross-Sectional Collaborative Team Meeting with Heather Deck of Pamlico Tar River Foundation

34 County-Wide Tourism Commission

A county-wide tourism commission ties many of the lessons Beaufort County can learn from the similar areas we studied from around the country. A tourism commission will serve as an important hub for all future tourism initiatives. While considering a tourism commission it will be important for Beaufort County to consider the membership of the commission, the responsibilities of the commission and finally the models the commission leadership will use in order to move forward with promoting tourism as a means of economic development in the county. Membership of the commission should include representation from all municipalities, as well as representation from local business leaders and leadership from local non-profits. The tourism commission should focus on creating a statement of purpose, creating marketing strategies and promoting small business growth in tourism related industries.

35 County-Wide Tourism Commission

This chart gives a brief breakdown of the partners, responsibilities, resources and models Beaufort County should consider when formulating a regional tourism commission.

36 Marketing Strategies for Beaufort County Tourism

What are the means of marketing to attract tourists?

1. Developing a Beaufort County ecotourism-based website

2. Promoting “packaged” tourism attractions

3. Rebranding the region through a multicounty organization

37 Beaufort County Ecotourism Website

By establishing an online presence, Beaufort County can market the county through the lens of the Pamlico River, thus giving each municipality the potential benefits of ecotourism development. Pages such as History, Places, Ecotourism, 50 Things to Do, Dining, Accommodations, Regional Partners and more place in a central, accessible location everything that a strong location-based tourism site should have. A website affords the most cost-effective and widest reaching marketing strategy.

38 Beaufort County Ecotourism Website

The middle tier of the website's homepage, featuring interactive and informational content, will engage online visitors. The left shows a photo gallery- Beaufort County's natural attractions, Southern town lifestyle and quality dining provide great visual value. This prompts the opportunity to share the county's attractions in a monthly newsletter, shown above as a calendar. Actively updating these resources will spur further interest in visiting the county.

39 Beaufort County Ecotourism Website

The footer of the homepage shows pertinent information for the county's website. On the far left, Washington's Facebook profile appears, providing a link to their page. Developing a social media strategy includes Beaufort County Facebook, Twitter and YouTube pages. A "Contact Us" legend will give a central location to Beaufort County Administrative Offices, the Tourism Commission or a Welcome Center. Finally, a link to subscribe to the events newsletter will retain visitors' interest.

40 Beaufort County Ecotourism Website

One resource to add to the header of the website would be a list of "50 Things to Do in Beaufort County." The page highlights the diverse attractions of the county.

A complete list is located in Appendix C.

41 Packaging Beaufort County's Assets

Beaufort County is most poised to promote river-based ecotourism. However, Cross Sectional Collaborative has also cited multiple agrotourism and cultural tourism attractions that accommodate both hard and soft tourists, those who enjoy recreation and leisure, respectively. Just as much, the county must distinguish each type of asset package. Every marketing campaign has a target audience, and while the county and region can be marketed as a whole, each recreational activity entails a specific target audience.

Dining

Living

Shopping

Leisure

42 Rebranding Beaufort County

Beaufort County can benefit from a partnership with a regional ecotourism group in creating a marketing initiative and website. As previously mentioned, Ashe County succesfully collaborated with the National Committee for the New River to create the initiative, High County of North Carolina.

By marketing a shared common asset in ecotourism at the county and regional levels, Beaufort County can draw business to each municipality. A current initiative to partner with is NC Land over Water (NC LOW). There is also opportunity to rebrand Beaufort County as "the heart of the Inner Banks", or as "IBX".

43 Small Business Development Plan

Another potential responsibility for the Beaufort County Tourism Commission is the small business development plan. The Beaufort County Tourism Commission can partner with Beaufort County Community College, The Mideast Commission, the Committee of 100 and other valuable business partners to help recruit and train potential entrepreneurs. Further, well-established business leaders in the community can serve as mentors to aspiring entrepreneurs. A small business development plan ensures Beaufort County river-based entrepreneurs do not face a similar fate to the entrepreneurs along the Roanoke River, who were unable to sustain business along the river (for more information please see page 26). Sustainable tourism industry along the Pamlico and Tar Rivers ensures a thriving tourism-based economic for Beaufort County.

44 45 Education: Primary and Professional

In order to ensure the success of all future tourism endeavors, The Beaufort County Tourism Commission should place an emphasis on education: both in area schools and as a professional development endeavor. First, Beaufort County Tourism Commission should partner with local educational institutes, like the Estuarium and the Pamlico Tar River Foundation to educate area students about the importance of the river. Educating students will encourage them to stay in the area and excite them to pursue fields related to tourism and ecological development along the rivers. Second, the tourism commission can partner with local colleges to provide professional education. The professional education will not only help potential entrepreneurs with essential skills to run businesses, but also train area individuals about the importance of the area ecology as an economic resource. Empowering area residents with information regarding the river and its economic potential will excite residents to want to share their valuable resources with tourists.

46 Connecting to Regional Groups

(Above) Logo for Pitt County, a potential partner with Beaufort County

(Above) Logo for Pamlico Tar River Foundation

Beaufort County can benefit from connecting to regional tourism groups similar to the way SETTA and the LTCC were able to join area counties to promote regional assets. Connecting to regional groups will allow Beaufort County to form relationships with surrounding counties to promote shared resources. Beaufort County already has strong ties to Pitt County because the two counties share the Pamlico and Tar Rivers. However, Beaufort County shares water and land resources with Hyde County and Pamlico County as well. Further, Beaufort County would benefit from sharing strategies with its surrounding areas to collectively attract a larger number of tourists.

47 Potential Regional Partners

Above is a chart identifying several organizations Beaufort County can consider partnering with in order to maximize tourism in the area. While many of these partners hold existing ties to Beaufort County it should be an important goal of the county to maintain and foster strong relationships with the mentioned groups. It is also important to note that this list is not exhaustive. There may be other organizations not listed which we have not discovered that warrant similar attention from Beaufort County.

48 National Water Trails System

(Above) Logo for National Water Trails System

The National Water Trails System brings together new and existing water trails into a national network of bodies of water across the country. In order to apply for the National Water Trails System, the “management entity” of the body of water submits a formal application. A “management entity” can range from a non-profit to a governmental organization. Criteria for the National Water Trails system include openness for public use while ensuring the waterway stays well maintained and follows property and environmental law. Further criteria include the promotion of recreation, education, conservation, community involvement and creating extensive plans to maintain and promote the waterway. The main benefit of pursuing certification as a National Water Trails is that Beaufort County leadership and community partners can obtain guidance and further best practices from existing and well-established Water Trails Systems from around the United States, as well as gain marketing benefits.

49 Appendices

In the appendices you will Appendix A: Mapping and find supplemental Assets documents essential to Detailed listing of identified assets within the fully understanding the county comprehensive asset identification and policy Appendix B: Criteria for Best recommendations offered Practices and Summaries by Cross Collaborative Explanation of the criteria for best practices and Consulting, as part of a detailed summaries of identified areas UNC Senior Public Policy Capstone project. Appendix C: Policy Recommendations

Implementation guidelines for expanding

economic development through ecotourism in the

county

50 Appendix A: List of Assets

51 Appendix B: Examples for Beaufort County

Descriptions of six river-based ecotourism organizations in the southeast with similar assets and structures to Beaufort County.

• Page i Introduction and Criteria for Beaufort County Examples • Page ii Example 1: Suwannee River Wilderness Trail • Page v Example 2: Land Trust for the Mississippi Coastal Plain • Page viii Example 3: Louisiana Tourism Coastal Coalition • Page xi Example 4: Roanoke River Partners • Page xiv Example 5: National Committee for the New River and Ashe County • Page xvi Example 6: Southeast Tennessee Tourism Commission • Page xviii Resources Consulted

56 Appendix C: Recommendations for Beaufort County

Implementation guidelines for expanding economic development through ecotourism in Beaufort County:

• Page i Introduction to Policy Recommendations for Beaufort County • Page ii Recommendation 1: Create Countywide Tourism Commission • Page iv Recommendation 2: Develop Comprehensive Marketing Strategies • Page viii 50 Things to do in Beaufort County • Page x Recommendation 3: Create Small-Business Development Plan • Page xi Recommendation 4: Educate Public • Page xii Recommendation 5: Connect to Regional Tourism Groups • Page xiv Recommendation 6: Pursue Membership in National Water Trails System • Page xv Resources Consulted

75 Appendix A: List of Assets Name Category 1 Pitt County Airport Transportation 2 Gingerbread Bakery Food 3 Belhaven Water Street Bed and Breakfast Lodging 4 Bellport Inn Bed and Breakfast Lodging 5 Bizzie Lizzie's Bed and Breakfast Lodging 6 Thomasina's B&B Lodging 7 Pamlico House B&B Lodging 8 The Moss House B&B Lodging 9 Stewart Parkway Riverwalk and Boardwalk (NC Esturarium) Recreation 10 Pocosin Lake National Wildlife Refuge Recreation 11 Sailing Vessel, Jeanie B Recreation 12 Washington Waterfront Recreation 13 East Carolina Scout Reservation Recreation 14 Peach Tree Campground Recreation 15 Riverside Campgrounds Recreation 16 Pungo Campground Recreation 17 Tranter's Creek Resort and Campground Recreation 18 Bourne Tent Campsite (Dunbar Vicinity) Recreation 19 Panola Platform (Tarboro Vicinity) Recreation 20 Cypress Hideaway Platform (Washington Vicinity) Recreation 21 River Park North Recreation 24 Gas Transportation 25 Cypress Landing Golf Club Recreation 26 Bath Historic Site Recreation 27 Raised in a Barn Farm Recreation 28 Mattamuskeet National Wildlife Refuge Recreation 29 Alligator Lake Recreation 30 Swan Quarter Wildlife Refuge Recreation 31 The Inn on Bath Creek Lodging 32 Comfort Inn Lodging 33 Days Inn Lodging 34 Hampton Inn Lodging 35 Quality Inn Lodging 36 Sunset Inn of Washington Lodging 37 Pungo Lake Recreation 38 Creekside Lodging 39 Creekside Lodging and Rentals Lodging 40 Fountain Lodge Lodging 41 Econo Lodge North Lodging 42 River Forest Manor Marina Transportation Name Category 43 Bath Harbor Marina and Motel Recreation 44 Washington Motel Lodging 45 Pantego Academy Museum Recreation 46 Aurora Fossil Museum Recreation 47 North Carolina Estuarium Recreation 48 Belhaven Memorial Museum Recreation 49 Bailey Creek Option Other 50 Herring Run Road Access Recreation 51 Cotton Patch Landing Access Recreation 52 Mouth of the Creek Road Access Recreation 53 Core Point Access Road Recreation 54 Crystal Beach Access Recreation 55 Clarks Neck Road Access Recreation 56 Goose Creek State Park Recreation 57 Town Common (Greenville) Recreation 58 South Tar River Greenway Recreation 59 Farm Boys and Front Porch Food 60 Fish Hooks Cafe Food 61 Georgie's Sport and Oyster Bar Food 62 The Tavern at Jack's Neck Food 63 Spoon River Restaurant Food 64 Wayside Restaurant Food 65 Lyle and Shirley's Seafood Food 66 Blackbeard's Slices and Ices Food 67 Old Town Country Kitchen Food 68 Andy's Food 69 Hardee's Food 70 Panda Kitchen Food 71 Spoon River Artworks Market and Cafe Food 72 The Tavern at Jack's Neck Food 73 Vinny's Pizza and Subs Food 74 Andy's Food 75 Burger King Food 76 Cafe Duo Food 77 Fox's Pizza Den Food 78 Hardee's Food 79 Hardee's Food 80 Farmers Grill Food 81 Akai Japan Food 82 Arby's Food 83 Backwater Jack's Tiki Bar and Grill Food 84 Bill's Hot Dogs Food 85 Backbeard's Restaruant Food 86 Bojangles Food Name Category 87 Boss Hog's Backyard Food 88 Brownie Bakery Food 89 Burger King Food 90 Dairy Palace Food 91 Domino's Pizza Food 92 Down on Mainstreet Food 93 East Coast Wings and Grill Food 94 El Tapatio Food 95 Fiesta Grill Food 96 Frank's Pizza and Italian Restaurant Food 97 Golden Corral Food 98 Grub Brothers Eatery Food 99 Hardee's Food 100 Jersey Mike's Subs Food 101 KFC Food 102 King Chicken Drive-In Restaurant Food 103 La Bella Pizzeria Food 104 Main Street Scoops Food 105 Marabella Italian Restaurant Food 106 McDonald's Food 107 Mecca Grill Food 108 No.1 Chinese Restaurant Food 109 On the Waterfront Food 110 Pam's Diner Food 111 Papa John's Pizza Food 112 Pizza Hut Food 113 Pizza Inn Food 114 Plantation Cafe and Catering Food 115 Speedy Wok 2 Food 116 Taco Bell Food 117 The Bank Bistro and Bar Food 118 The Blue Door Cafe Food 119 The Meeting Place Cafe and Catering Food 120 Hog Heaven Food 121 Mazatlan Mexican Restaurant Food 122 Mayflower Seafood Food 123 Coffee Caboose Food 124 Kugler Field Food 125 Apolloâ€™s Steakhouse Food 126 Wendy's Food 127 Inner Banks Artisans Center Recreation 128 Pettigrew State Park Recreation 129 Chocowinity Tarheel Theater Recreation 130 Bayview Ferry to Aurora Transportation Name Category 131 Bayview Ferry Bath Transportation 132 Lee Creek Airport Transportation 133 Aurora River Front Recreation 134 Twin Lakes Camping Resort Recreation 135 Whichard's Beach Recreation 136 Washington Yacht & Country CLub Recreation 137 McCotter's Marina Recreation i

Best Practices In order to inform the original question of whether ecotourism is feasible in the region and whether the initiative will yield economic benefits, we felt it necessary to research similar ventures from around the country to determine what worked, what didn’t work and what strategies could be easily implemented in Beaufort County. To do this, we researched several nationally acclaimed tourism agencies such as The International Ecotourism Society and The Nature Conservancy in an attempt to identify common characteristics of successful ecotourism practices. From this we selected five criteria that would allow us to evaluate each best practice case study and obtain information that would be the most constructive for Beaufort County. The criteria are as follows: •Organizational Structure- How do area tourism, environmental, governmental and business leaders divide responsibility for the community? •Economic Sustainability- How does the area ensure their projects continue for years to come by providing jobs and industry to their community? •Funding- How are the ecotourism projects financially supported? •Community Outreach- What is the connection the ecotourism projects have to their communities? •Policy Innovations- What unique and relevant lessons can Beaufort County learn from each best practice area? Identifying these criteria enabled us to then begin exploring similar initiatives from around the country. We relied heavily on organizations like American Trails and the National Park Service to locate potential areas for study, but also received recommendations through our interviews and discussions with local stakeholders. Acknowledging the value of a geographically similar yet diverse sample of case studies, we were able to locate six areas with a variety of ecotourism practices from around the southeastern United States. A summary and overview of each of the areas we selected are in the following pages.

Suwannee River Wilderness Trail – Lake City, FL The Suwannee River Wilderness Trail was founded more than 20 years ago as a unique natural resource and an opportunity to provide green options for economic development initiatives in this largely undeveloped region of Florida. The project’s goal is to bring economic benefits to the communities lining the river by promoting recreational access to public lands, increasing sustainable economic opportunities and better coordinating land management initiatives between state and local projects. The project has been built and supported by partnerships between local and state agencies, including the Florida Department of Environmental Protection, the Florida Park Service, the Suwannee River Management District, and Florida’s tourism development agency. The river currently boasts several regional hubs that provide lodging options and support day use activities, as well as seven riverside campsites that will encourage multi-day river hiking, biking and paddling outings. Leaders of the trail initiative are currently exploring opportunities to advance private entrepreneurial participation along the river in an attempt to improve supportive infrastructure for nature-based tourism to the region. Local leaders are in touch with local tourism commissions and chambers of commerce to help promote private amenities such as guide services, outfitters, and dining options that would support the growing ecotourism industry. I. Development and Funding

The Suwannee River Wilderness Trail was founded as a cooperative effort by the Florida Department of Environmental Protection (DEP), the Suwannee River Water Management District (SRWMD) and the counties, cities, businesses and citizens of the Suwannee River basin with the goal of providing eco-friendly alternatives to rising economic challenges in this rural area of North Florida. The realization of the region’s goals came about in 2001 when the Florida state government and its Department of Environmental Protection supported a proposal that would provide $5 million in funding over 5 years, making the construction of the trail possible. The trail now spans over 130 miles through eight counties along the Suwannee River, connecting recreation areas, museums, historical sites and other nature and heritage attractions in neighboring communities. The Suwannee River Valley Marketing Association has come about as the primary means for organizing and promoting the various interests throughout the Suwannee River Valley. II. Current Practices and Organizational Structure

The Suwannee River Valley relies on the strength of the partnerships between a number of stakeholder organizations in order to manage and market the attractions along the Suwannee River and the surrounding communities. County tourism commissions and advisory boards play an especially critical role in the development and marketing of the Suwannee River Valley. Columbus County, for instance, is one of the leading counties along the river in terms of tourism and has created a tourism development council in addition to their county tourism commission. The development council is made up of 9 members, of whom at least 2 must be county

iii commissioners, and serves to represent both public and private interest in the development of tourism along the Suwannee River. The council meets on a monthly basis to receive input on ongoing projects so they can better tailor these projects to meet the needs of the community. There is even a monthly newsletter published in local papers informing the public on any tourism developments. Most of these tourism commissions and advocacy boards act as branches of local governments and receive governmental funding as well as revenue from occupancy taxes. Each of the tourism advocacy organizations along the Suwannee River work closely together to coordinate the development and promotion of the Suwannee River Valley. III. Marketing

As previously mentioned, the Suwannee River Valley Marketing Group is the main proponent of tourism initiatives in the region. The group represents the marketing interests of Columbus County as well as two neighboring counties and works closely with each county’s tourism commission and advisory councils. The group’s main objective is to market existing tourism assets in the river valley and attract visitors from all over the United States. One key aspect of the group’s marketing success is the formation of a yearly visitor’s guide for the region. The guide highlights the area’s main attractions and amenities and is distributed nation-wide at a variety of trade shows, outdoor expos and industry meetings. The group also organizes workshops where employees of hotels and other tourism related businesses can come and learn more about the regional attractions in an effort to better educate visitors about things to see and do while visiting. The group receives financial and organizational support from the statewide tourism agency Visit Florida and is often a recipient of its grants. IV. Economic Impact and Sustainability

The economic environment of the Suwannee River Valley has been steadily improving over the past few years, largely in part to the growing tourism industry. Each county’s chamber of commerce and tourism commission has made it their goal to market themselves as an attractive destination for tourism related businesses. Recently created projects such as the Southside Sports Complex, a multi-field outdoor sports venue for soccer and baseball competitions, have added to the economic diversity of the region’s tourism industry. The growth of nature-based recreational activities along the Suwannee River Valley has also brought a number of new businesses and industries to the region. The success of the Suwannee River Wilderness Trail has especially influenced the decisions of guide services and outfitters to expand throughout the river valley. However, the key to the region’s recent success may lie in the mentality of the community and its leaders. The community’s openness to any and all types of attractions and to providing the necessary infrastructure to support it has led to the development of a variety of attractions in the area. The Southside Sports Complex and The Oaks Equestrian Center are two recent additions that draw significant numbers of visitors and compliment the natural focus of the Suwannee River Valley. This approach has even drawn increased corporate hotel and restaurant interest, further diversifying the region’s economy and helping drive sustainable tourism practices.

V. Recommendations

There are a number of things that Beaufort County can adapt and learn the Suwannee River Trail. First, Beaufort County could form a county-wide tourism commission or advisory board. Communities along the Suwannee River rely heavily on their respective tourism commissions to represent the interests of both public and private stakeholders in the Suwannee River Valley. Tourism commissions and advisory boards give the public a point of contact for tourism related matters and may be able to bring together the various tourism ventures and supportive services in Beaufort County. Next, Beaufort County might benefit from adopting small business development programs similar to those along the Suwannee River. For instance, the Columbus County (Florida) Chamber of Commerce connects small business owners with complementary businesses in order to better tailor their services to the public’s needs. These businesses also work together to promote each other’s products and services, as well as educate their employees on active marketing techniques. Similar efforts in Beaufort County could result in a stronger economic environment and increased community support for tourism ventures. For further information: http://www.americantrails.org/resources/greenways/suwanneewild.html http://www.floridastateparks.org/wilderness/default.cfm http://suwanneerivervalley.webs.com/

Land Trust for the Mississippi Coastal Plain – Biloxi, MS The Land Trust for the Mississippi Coastal Plain (LTMCP) was founded in 2000 as a non-profit organization charged with managing and maintaining acquired lands along the coast of Mississippi for the purpose of conservation. The LTMCP is an accredited land trust, meaning the properties obtained through the organization have undergone extensive external review and are designated as permanent conservation sites. The LTMCP specifically targets environmental or culturally significant lands in the six counties in the Coastal Plain of Mississippi. Aside from their efforts to monitor and conserve the lands entrusted to them, the LTMCP also encourages public recreation and enjoyment of their properties. This approach has led to the development of several walking and paddle trails meant to show off the natural beauty and wildlife present in the Mississippi Coastal Plain. The LTMCP also provides trail maps, teacher resources and links to other regional conservation efforts on their website as a way to teach others about the cultural and environmental significance of these lands and encourage further conservation. I. Development and Funding

The Land Trust for the Mississippi Coastal Plain came about in 2000 primarily in response to concerns over the sustainability of coastal Mississippi’s natural resources and the management of regional watersheds. Early in the planning process, local leaders called on the community for help in creating a vision for the future of coastal Mississippi’s waters. Citizens responded by advocating not only for the protection and conservation of these assets but also voiced a desire to increase public access. Residents had long been aware of the vast natural assets in the region but saw few opportunities to get out and enjoy these resources. As a result, residents teamed up with local business leaders, chambers of commerce, and the state’s Department of Marine Resources as well as several other Mississippi state agencies to explore their options. Out of these discussions came the inspiration for the LTMCP, a nonprofit organization aimed at conserving and protecting ecologically significant lands while endorsing recreational access. Soon after its establishment the LTMCP was awarded a grant from the U.S. Environmental Protection Agency (EPA), enabling the organization to begin watershed implementation projects needed to restore and sustain the unique ecology of the surrounding wetlands. Up to this day, the LTMCP still relies heavily on community input and contributions in order to manage their properties in the most beneficial way possible. Community participation has been a strong component in the development of eco-friendly activities along these waterways. II. Current Practices and Organizational Structure

As a nonprofit organization with no consistent form of financial assistance, the LTMCP relies heavily on donations, volunteerism and a variety of grants and governmental assistance. Consequently, one of the most critical aspects to the LTMCP’s success may be their reliance on community partnerships to build the vision for the future of acquired lands. One of the main functions of the LTMCP is to provide technical assistance to partnership organizations in the form of organizing community input meetings, posing recommendations and seeking sources of funding to name a few. Partnership opportunities are selected based on their ecological and

vi cultural significance along with a demonstrated need for protection and conservation. After identifying potential sites and ensuring the public’s commitment to protecting these lands, the LTMCP assists community stakeholders in the planning and implementation of the public’s ideas. The LTMCP’s primary way of acquiring land within these partnerships is through donations in the form of tax deductible conservation easements. These easements allow private landowners to entrust the LTMCP with the right to manage and maintain some or all of their property for the purpose of conservation and environmental sustainability. Conservation easements are extremely flexible and the extent to which the managing organization controls the land is often defined in the easement. Many of the lands entrusted to the LTMCP also allow for public access, giving members of the community the opportunity to enjoy the natural beauty of the coastal plains. The LTMCP’s Old Fort Bayou Blueway is one example of the LTMCP’s partnership with public and private community stakeholders as well as municipal governments. As a result of the public’s growing interest in enhancing public access to natural areas, the city of Ocean Springs, MS partnered with the LTMCP, the Ocean Springs Chamber of Commerce and other interest groups to construct a blueway along a 13 mile stretch of the Old Fort Bayou. The blueway was designed to connect several culturally and ecologically significant lands along the water as well as generate traffic to a number of existing businesses. The groups hired the firm Christian Preus Landscape Architecture to assist in the mapping and rendering of the blueway in order to highlight points of interest along the trail, mile markers and access points for paddlers. The LTMCP and the city of Ocean Springs now have a marketable model for ecotourism that promotes quality of life amenities and encourages outdoor recreation. III. Marketing

The main focus of the LTMCP is land restoration and conservation. As a result, they have no specific marketing initiatives within their organization and much of the exposure their projects receive comes from the efforts of county tourism commissions and the LTMCP website. The LTMCP’s website is quite inclusive, however, and provides visitors with information on local trails and other recreational areas, educational resources, maps of land restoration projects and their partnerships. The website also outlines the progress of ongoing projects and ways the public can get involved. County tourism commissions are responsible for marketing all of the relevant attractions within each county, including recreational opportunities made possible by the LTMCP. This model drives enough interest in outdoor recreation to make LTMCP properties a family-friendly alternative to casinos and other adult-oriented activities that draw many of the visitors to the region.

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IV. Economic Impact and Sustainability

The environmental focus of the LTMCP may limit the economic impact of their projects but could also help sustain these resources for years to come. The LTMCP recognizes its economic limitations and often formulates its proposals with the intent of aiding the economies of the local community. The Old Fort Bayou Blueway, for instance, links several restaurants, boat ramps and historical sites along the waterway and has since increased revenue for these private ventures. The Blueway also features a hotel with water access at one endpoint of the trail, further promoting the bayou as a multi-day destination. With the help of the state of Mississippi, the LTMCP hopes to connect additional Blueways to existing ones and promote them as a regional attraction complete with paddling competitions or even a festival. The LTMCP’s awareness of the need for economically sustainable development should continue to draw additional business opportunities to the region.

V. Recommendations

There are several aspects of LTMCP’s organizational and marketing tactics that could be successfully implemented in Beaufort County to their significant benefit. To start, the LTMCP does an excellent job of educating the public and stimulating interest in the region’s natural resources and conservation efforts. The LTMCP uses education as a means to drive enthusiasm for their efforts as well as cater their projects specifically to the needs of the community. By simply educating residents about the benefits of conservation and environmentally friendly activities, Beaufort County could build local support for an ecotourism industry and foster a sense of pride in the county’s natural beauty. Another beneficial aspect of the LTMCP’s success is the support they provide to local organizations pursuing ecotourism or conservation projects along the Mississippi Coast. The LTMCP primarily provides assistance in the form of organizational advice and potential sources of funding, such as grants or professional guidance from more knowledgeable organizations. In Beaufort County, organizations like the Pamlico Tar River Federation or a more regional initiative like the Mid East Commission may be able to expand their role to include supportive services like those of the LTMCP. Educating citizens and providing supportive resources to community organizations would likely accelerate the growth of ecotourism across Beaufort County. For further information: http://www.ltmcp.org/

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Louisiana Tourism Coastal Coalition/Visit Louisiana Coast - Metairie, LA The Louisiana Tourism Coastal Coalition (LTCC) is a non-profit, regional marketing organization that represents the interests of ten parishes along the Louisiana Coast. The LTCC advocates for the development of coastal communities and protection of fragile wetlands, as well as promotes natural, cultural and outdoor recreational experiences along the Louisiana Coast. Through the coalition’s website, visitors can access information about regional attractions like fishing, camping, paddling and wildlife just to name a few. The coalition has also partnered with a New Orleans based group called Travel1Green which advocates for sustainable tourism across coastal Louisiana. Travel1Green is affiliated with several ecotourism initiatives, most notably Sustainable Travel International, and endorses projects that adhere to widely accepted standards of ecotourism. Travel1Green has even developed a comprehensive guide to ecotourism along the coast of Louisiana, complete with trail maps, GPS coordinates of popular attractions and contact information for community specific amenities. Both Travel1Green and the LTCC coordinate with regional academic resources in order to obtain funding for ecotourism projects and better advance sustainable development across the region. The Louisiana State University AgCenter and the Center for Cultural and Ecotourism at the University of Louisiana Lafayette are two excellent resources these organizations have utilized for information on sustainable tourism practices and potential financing options. I. Development and Funding

The LTCC was established in 2010 in response to increased environmental concerns after the BP Oil spill as well as a desire to mitigate the economic impact this disaster imposed on Louisiana’s tourism industry. The LTCC was created as a regional marketing organization to represent the interests of ten communities along the Louisiana Coast and advocates on behalf of these communities to develop a cohesive strategy for hurricane recovery. The LTCC got their initial funding through a BP Mitigation Grant in the form of $5 million and has since received an additional $5 million in funding through the Louisiana Office of Tourism. Although these grants are rather large, much of the money was quickly spent on TV and radio advertising intended to help revitalize the tourism industry in the months after the BP oil spill. Aside from these initial grants, the LTCC has no source of additional funding and relies on resources such as the LSU AgCenter and the UL-Lafayette Center for Cultural and Eco-Tourism for administrative support and guidance. II. Current Practices and Organizational Structure

Although the LTCC is a fledgling nonprofit organization in only its third year of operation, the current goals and structure of the organization are well defined. The LTCC maintains a 10 person advisory board composed of tourism and economic development professionals from each parish. This board meets regularly to present their community’s perspective on tourism ventures and advises the LTCC on what actions to take. The LTCC also employs an executive director in charge of managing day to day operations and carrying out these recommendations. The cooperation between parishes and the unification of their goals has served as a successful foundation for marketing Coastal Louisiana tourism ventures. Having

ix representation from every parish ensures that everyone’s voice is heard and fosters a mutually beneficial environment for the growth of coastal tourism in Louisiana. III. Marketing

The LTCC is first and foremost a destination marketing organization for the Louisiana Coast. The LTCC’s initial marketing efforts spanned a wide range of media outlets, spending roughly $3.5 million on print and internet advertising alone. However, after the initial advertising surge in the months after the oil spill, the LTCC has since focused on marketing the Louisiana coast through their website and brochures. The LTCC’s website brings together all aspects of tourism; restaurants, lodging, and destinations are all included as well as a specific page dedicated to ecotourism. One of the LTCC’s main interests is promoting sustainable development along the coast in conjunction with their efforts to protect fragile wetlands and still give visitors access to unique outdoor recreational experiences. Both the LTCC’s website and their visitor’s guides encourage environmentally friendly activities such as fishing, paddling, hiking and bird watching to name a few. Each of these resources connects visitors with information about local activities and accommodations that help drive the economic recovery along the Gulf Coast. IV. Economic Impact and Sustainability

The economic impacts of the LTCC’s efforts are difficult to gauge due to the circumstances surrounding the formation of the organization. The 2010 BP oil spill nearly crippled the economies of communities along the Gulf Coast and have forced local leaders into a mode of recovery ever since. However with a rich cultural heritage and an abundance of water, the LTCC promotes a number of sustainable activities that will preserve the environment and stimulate the economy for years to come. For example, hunting and fishing are two of the biggest industries in Louisiana and draw an estimated $1.5 billion in state revenue every year. Additional opportunities to take advantage of outdoor recreation, such as paddling and bird watching, are popping up along the coast as well as their supportive businesses such as outfitters and guide services. Cultural opportunities have also remained popular, particularly in the form of restaurants and eateries offering low country cuisine. These restaurants rely heavily on the commercial fishing industry off Louisiana’s coast and maintain a mutually beneficial relationship that is critical to the revitalization of Louisiana’s coast. These industries, as well as the supportive infrastructure that come with it, will help tourism blossom in these coastal counties for years to come. V. Recommendations

x into one pamphlet and market the region collectively. Potential branding opportunities could be made through organizations like the Mid East Commission or as a wider initiative like the “Inner Banks” or IBX concept. These approaches to tourism management and marketing could go a long way to branding Beaufort County as a sustainable and attractive tourism destination. For more information: http://www.visitlouisianacoast.com/ http://www.visitlouisianacoast.com/sites/default/files/LTCC_Media_KitDo wnload.pdf

Roanoke River Partners- 11 NC Communities along Roanoke River The Roanoke River covers 11 communities in eastern North Carolina: Bear Grass, Halifax, Hamilton, Jamesville, Oak City, Plymouth, Roberson, Scotland Neck, Weldon, Williamston and Windsor. The Roanoke River Partners was established in 1996 as a group of concerned business leaders, community leaders and elected officials in the communities where the Roanoke River runs. These individuals realized their communities, which had been greatly affected by an economic downturn, needed a creative and empowering way to bring jobs back to the area. These leaders realized that the Roanoke River was an important and valuable economic resource, so they decided to form a partnership of business leaders, government leaders and community leaders to promote economic development to uplift the people of the area. I. Development and Funding

The Roanoke River Partners came about as a response to an economic downturn in 1996 which left many people in the 11 member communities without jobs. The leadership in the area- business leaders, government leaders and other community leaders- joined together to combat the problem of a depressed local economy. They chose to create a paddle trail along the Roanoke River because historically the Roanoke River had provided the people of the area with recreational, travel and industrial resources. The leadership of RRP decided to bank on the rich historical, cultural and recreational value of the Roanoke River by creating unique paddle trails and camping platforms, and providing education to tourists and residents.

RRP has been able to fund its initiative through several sources. Being that RRP is a non-profit, they rely heavily on membership fees from area residents and supportive tourists. Businesses in the communities where RRP works have been integral in providing funding for initiatives as well. These businesses range in scope from peanut distributors to art galleries and outfitters. Finally, RRP receives some funding from grants. Recently RRP received a grant from Z. Smith Reynolds in order to maintain their small staff, improve marketing ventures for the river and promote educational experiences for individuals who call the communities of the Roanoke River Partnership home. II. Current Practices and Organizational Structure

The leadership of RRP searched the United States for comparable areas that had already developed strong economic development plans centered on water resources. The leadership of RRP found a unique river-based tourism model in Southern Florida, called the “chickee model.” “Chickees,” are large raised platforms for camping. These wooden platforms are occasionally covered with a simple screen to ward off bugs. The chickees are located either close to paddling trails or on paddling trails so individuals who are taking longer canoeing or kayaking adventures can camp on the river at night. RRP took the chickee model from Florida and brought it back to Eastern North Carolina, which would later become their noted raised platform paddling trails. Today, RRP boasts 28 camp sites which they maintain. These platforms are not unlike the ones found in Beaufort County that are currently being produced by the Pamlico Tar River Foundation.

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III. Marketing

The Roanoke River Partners has also been quite influential in promoting local businesses who make use of the Roanoke River. For example, the RRP website currently advertises for several outfitters and paddling companies in the RRP community. These RRP sponsored organizations are key to creating interest in the area. In 2012, the Chicago Tribune visited the Roanoke River and utilized the services offered by RRP and the local businesses marketed by RRP. This article is found on the front page of the RRP website. It is a means of drawing people from outside the Southeast to the Roanoke River. IV. Economic Impact and Sustainability

While the RRP’s commitment to creating jobs along the river is being somewhat fulfilled, RRP still faces significant roadblocks to realizing their goal of having a significant and sustainable tourism industry along the Roanoke River. Carol Shields, the current Executive Director of RRP, suggested that outfitters and guide services do not last long on the Roanoke River because individuals see these employment opportunities as means to other ends. For example, a family who has experienced recent job loss may begin a guide service for tourists who wish to travel the Roanoke River. However, once the family finds other employment opportunities, they sell off the company or allow the company to fall to the wayside. This has been problematic for the growth of industry along the Roanoke River because the tourism has not been sustainable. V. Recommendations

Beaufort County can learn from the example of the Roanoke River Partners. The circumstances which led to the creation of RRP are quite similar to the present situation of high unemployment faced in Beaufort County. The creation of a partnership between Beaufort County leadership, business leaders and other community members will be invaluable for identifying the existing assets in Beaufort County and neighboring areas, expanding tourism-related industries in the county and marketing tourism. Another example Beaufort County has already begun to draw from RRP is the raised camping platforms along the river. The Pamlico Tar River Foundation has been a trendsetter for ecotourism development in Beaufort County. PTRF has an existing network of paddling trails and camping platforms along these trails. PTRF needs the infrastructure and support from the Beaufort County leadership and the community as a whole to maintain these paddling trails and to expand upon the existing platform network. Beaufort County can also learn from the limitations of the business structure found along the Roanoke River. As previously stated, many businesses involved with promoting the Roanoke River did not survive because these industries were not viewed as ends, but as means to obtain other work. In order to avoid a similar fate, Beaufort County and its economic development leaders should focus on providing adequate job training for ecotourism fields such as guide services and boating. Further, through the use of grants and other forms of revenue, Beaufort

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County could provide small business grants to support existing and incoming businesses. This infusion could help to provide individuals with a greater sense of responsibility and connection to their industry. Finally, the Executive Director of RRP stated that she would like to see more education for individuals in the area. She would love to see more children on the river. She would love for adults to be more aware of the river’s assets. Beaufort County could benefit from setting similar goals and pursuing these goals through community outreach programs centered on the river. In partnership, PTRF, the Estuarium and local area community colleges and schools can play an integral role in educating residents on the importance of the river assets from an ecological, economic and recreational standpoint. For More Information: http://www.roanokeriverpartners.org/

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National Committee for the New River- West Jefferson, NC The National Committee for the New River is an organization founded in 1974 to block the construction of two dams that would have completely altered the economic, agricultural and ecological structure of the New River. The NCNR expanded its principles to include advocacy, protection and land restoration as it relates to the New River. While the NCNR is primarily an environmental advocacy group, the leadership of the organization is deeply tied to the surrounding community’s growth. Therefore, NCNR has a strong commitment to supporting the development of ecotourism efforts in the area it serves.

I. Development and Funding NCNR serves the geographic region of the New River which runs through North Carolina, Virginia and West Virginia. “The New,” as many individuals in the region call it, is an important agricultural, economic, and environmental resource for individuals who call its banks home. NCNR combines protection, restoration and advocacy for the New River. NCNR is involved with advocacy projects similar to its initial advocacy project such as ensuring factories along the New River are polluting as little as possible. It also performs regular cleanups of the New River in order to promote protection and restoration. Another important restoration project undertaken by NCNR is a combined restoration project along the New River’s banks in Boone, NC. They are restoring the banks that have been damaged over time and providing some recreational spaces for individuals who live and play in the area. NCNR is undertaking this project in cooperation with the Army Corps of Engineers. NCNR plays a similar role for the geographic region of the New River that the Pamlico Tar River Foundation plays for Beaufort County. Like NCNR, PTRF gives a strong focus to protecting and promoting the river as an important environmental resource. II. Current Practices and Organizational Structure Interestingly, as it relates to NCNR, the principles of restoration, protection and advocacy do not give a primary, or even tertiary, focus to ecotourism. However, this does not mean ecotourism is not an important part of the geographic region NCNR serves. According to Carol Coulter (Director of Operations) and George Santucci (Executive Director), NCNR plays a supportive role in the economic development of the counties it serves. One county which is similar to Beaufort County is Ashe County, North Carolina. While Ashe County lies in the heart of the western North Carolina mountains, river-based tourism now provides a major asset in the county. Before river-based tourism had a large presence in the area, manufacturing provided the most jobs to residents. Now, it is estimated that river-based tourism produces the second largest stream of revenue for Ashe County, second only to agriculture. With the latest economic downturn, Ashe County lost many manufacturing jobs. However, individuals who had lost their jobs were able to find new ones when the new industry, tourism – especially as it relates to river-based ecotourism – came to the area. Ashe County now boasts two outfitters and several paddling companies who rent canoes and kayaks. Further, river-based tourism provides more tourism revenue for the county than the county’s other draw: the Blue Ridge Parkway.

III. Marketing Because tourism is such an important economic driver to Ashe County, the county has coordinated with other counties in the area to form the High Country Host. This organization provides marketing circulars to the region’s hotels, maintains a thorough website with events and local draws, and shares tourism funds for marketing purposes through occupancy taxes. Ashe County was able to jump-start its development as a tourism hub through the collection of occupancy taxes and the infusion of grants. Ashe County used its unique status as a small, rural town with a strong agricultural history to apply for grants specific to small town and rural economic development as well as mountain- based economic development. Grants applications submitted by Ashe County were as specific as funds for an audio tour of the patchwork farm houses in its country side, or rehabilitation of its streets in order to add lamp posts and get rid of hanging electrical wires to improve the aesthetic beauty of its small towns. These small changes not only empowered the community to support tourism in the area, but also helped to draw larger hoteliers and retailers to the area. IV. Recommendations From the example presented by the National Committee for the New River, several recommendations can be made for Beaufort County. One, Beaufort County could form a similarly strong relationship between PTRF and Beaufort County Commission leadership. For example, NCNR has a spot on the Ashe County County Commission and provides an environmental stance on economic development proposals. Another recommendation Beaufort County could pull from the rural development experienced in Ashe County is pursuing relationships with adjacent counties who share the same goal of promoting ecotourism. Such examples include, but are not limited to, reestablishing the “Inner Banks” (IBX) initiative, creating a partnership with Pitt County to develop tourism along the Pamlico River, exploring similar partnerships with other adjacent counties such as Hyde and Tyrrell counties to the east and north, and expanding its roles within the Northeast North Carolina Commission. The final recommendation from Ashe County is funding. Ashe County was able to fund many of its marketing ventures through occupancy taxes. Another source of funding for Ashe County has been specific grants to improve the aesthetic nature of the county or to provide unique experiences to individuals who visit the area. These small changes bolstered the community’s support of the changing industry and helped draw investors and tourists to the area. Beaufort County can apply for similarly specific one-time grants to provide unique educational experiences for visitors or to revitalize some aspect of the riverfronts of its municipalities. For More Information: ncnr.org http://www.ashechamber.com/ http://highcountryhost.com/

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Southeast Tennessee Tourism Association- 10 Southeast Tennessee Counties Southeast Tennessee Tourism Association was founded as a means of coordinating tourism efforts across county lines in the area. The local leadership in SETTA realized they needed to market the rich historical, cultural, agricultural and ecological resources found in the area. Geographically, southeast Tennessee is made up of 10 counties and is located on the southern edge of Tennessee along the North Carolina border and the Blue Ridge Mountains. This gives the region a rich and varied landscape for local residents and tourists alike to enjoy. I. Marketing

As part of their comprehensive tourism initiatives SETTA has established several innovative marketing strategies. For one, SETTA has a comprehensive and detailed website which discusses all the important landmarks and attractions in the area (see http://www.southeasttennessee.com/www). The website essentially plans trips for individuals wishing to explore southeastern Tennessee. The website is broken down by accommodations, shopping, attractions and outdoors. Accommodations give trip planner the option of choosing to book with bed and breakfasts, cabin or cottages, hotels or inns, or camping grounds for the more rugged explorer. Shopping gives visitors the choice of looking for major malls to shop in (like the more commercialized Northgate Mall) or to shop in more local antique shops around southeast Tennessee. Attractions include the traditional tourist sites found throughout the region ranging from historical landmarks to museums and wildlife havens. The most intriguing section of the website for the purposes of this study is the Outdoors tab on the home page. This tab lists dozens of option for outdoor activities including hiking, biking, camping, horseback riding, paddling and hunting. The website also boasts a blog which is updated by three regular contributors. Another innovative piece of SETTA’s structure is an interactive phone application visitors can download onto their smartphones. This application guides smartphone owners on tours around southeast Tennessee. II. Current Practices and Organizational Structure

An interesting ecotourism initiative southeast Tennessee was undertaking was designating the Hiwassee River as a National Blueway. The 60 mile stretch of the Hiwassee River that leaders are looking to designate is located near Reliance, Tennessee and ends at Blythe Ferry. The river is a prime destination for fishing, paddling, canoeing and kayaking. While the National Blueway Program was recently disbanded, it has brought to light new programs with similar ecotourism benefits. One such program is the National Water Trails System. The National Water Trails System is a network of waterways throughout the United States noted for their recreational contribution to their community. National Water Trail designation means that the leadership responsible for a particular body of water is devoted to promoting it as a recreational resource, community building resource, educational resource while maintain the body of water. Further, the management entity of a National Water Trails system is dedicated to ensuring the water way is environmentally sound through protection and restoration measures.

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III. Recommendation

SETTA provides Beaufort County with a promising model to consider. For one, SETTA is an establishment of 10 counties in southeastern Tennessee who work together to promote tourism for the area. Beaufort County already has existing and strong ties to Pitt County, the Northeastern North Carolina Commission and the Mideast Commission. All these partnerships are important to growing tourism in Beaufort County. For example Beaufort County shares potentially important water recreational resources along county lines with Hyde County and Pitt County. These connections can help Beaufort County strengthen relationships with these areas and share resources for maintenance as well as marketing purposes. SETTA also gives a great example for Beaufort County through its use of marketing. The website used by SETTA is incredibly user friendly and gives visitors all the options they may need to visit the area. Beaufort County can establish a similar website to showcase to individuals visiting the area the varied ecotourism assets they hold. For example, a website for Beaufort County could include maps and resources specifically for individuals interested in a weekend paddling trip. This resource could include outfitters who rent paddling equipment, access points for paddling, as well as maps of paddle trails with points showing visitors where paddling platforms exist and how they can rent them for the evening. SETTA’s website also shows the importance of working in regional multi-county partnerships. While an individual site can work well for Beaufort County, there will be more revenue and resources created through the pooling of collective resources across counties. Beaufort County could lead the way in establishing a cross-county tourism initiative, similar to the Innerbanks (or IBX) marketing campaign. The final recommendation Beaufort County can draw from SETTA is its innovative use of technology. SETTA gives visitors the option of using their smartphone to tour the area using a free mobile application. Beaufort County could apply for a grant (similar to the one obtained by Ashe County) to hire a programmer to establish a long-lasting and adaptable application for the area. While the National Blueway system has recently been disbanded, it is still an important consideration for Beaufort County to consider pursuing similar certifications, such as the National Water Trail System, to promote visibility of area resources. For more information: http://www.southeasttennessee.com/www

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Resources Consulted Land Trust for the Mississippi Coastal Plain (LTMCP) http://www.ltmcp.org/ http://www.ltmcp.org/recreational-trails/jackson-county/old-fort-bayou- blueway/ Information on the LTMCP and how it began, land restoration projects, teacher resources and recreational activities. Judy Steckler - Executive Director (228) 435-9191 [email protected]

Suwannee River Wilderness Trail http://www.floridastateparks.org/wilderness/ Information about the wilderness trail including a list of activities, maps, reservations and regional hubs. Trail Office (386) 294-1120 http://suwanneerivervalley.webs.com/ Information about marketing practices and events taking place in the Suwannee River Valley. Columbia County Tourist Development Council (386) 294-1120 Cody Gray - Administrative Assistant, Columbia County Tourist Development (386) 758-1312 [email protected]

Louisiana Tourism Coastal Coalition/Visit Louisiana Coast http://www.visitlouisianacoast.com/ Information about the coalition, attractions along the Louisiana Coast, lodging, dining and ecotourism. http://www.visitlouisianacoast.com/sites/default/files/LTCC_Media_KitDownloa d.pdf A brief history of the coalition as well as it’s mission, and campaign information. Elizabeth McDougall, Executive Director (504) 982-6278 Roanoke River Partners http://www.roanokeriverpartners.org/Default.aspx http://www.roanokeriverpartners.org/maps/RRP-Map-4.jpg Information on history the organization, how to get involved and how tourists can plan a trip along the Roanoke River.

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Carol Shields-Executive director of the Roanoke River Partners (252) 826-5719 [email protected]

National Committee for the New River and Ashe County http://www.ncnr.org/ Information on the New River, history of the National Committee for the New River and how to get involved with environmental projects along the New River. George Santucci- Executive Director of National Committee for the New River (866) 481-6267 [email protected]

Carol Coulter- Director of Operations of National Committee for the New River. Also, holds a seat on the Ashe County Chamber of Commerce Tourism Commission (336) 846-6267 [email protected] http://www.ashechamber.com/ Provides information for travelers wishing to visit Ashe County like common attractions and a calendar of events. http://highcountryhost.com/ The multi-county Western North Carolina initiative provides general information and travel guides for individuals wishing to explore the high country of Western North Carolina.

Southeast Tennessee Tourism Association http://www.southeasttennessee.com/www The multi-county Southeastern Tennessee marketing initiative website provides general information as well as extensive and targeted travel guides for individuals wishing to explore Southeastern Tennessee Jenni Frankenberg Veal- Tourism Coordinator for Southeast Tennessee Tourism Association (423) 424-4222 [email protected]

Policy Recommendations

We drew policy recommendations from interview discussions with leadership from best practices sites. From our best practices sites, we developed the following recommendations:

 County-Wide Tourism Commission  Marketing Strategies  Small Business Development Plan  Educating Public  Connecting to Regional Tourism Groups/ Stakeholders  Certification as National Water Trail System These recommendations were drawn from practices, which worked well in the areas we studied. In all of the areas we studied, we noted the importance of creating a tourism commission within the county. A tourism commission for Beaufort County will serve as a hub for all tourism initiatives for the county. Another recommendation noted from each of the areas we studied was connecting to local groups. Connecting to local groups is a means for the Beaufort County Tourism Commission to pool ideas and strategies for economic development through tourism. Connecting to other organizations is important because it emphasizes the importance of working with other organizations with unique expertise, shared assets and similar resources. Further, it will allow Beaufort County to share ideas, resources and skills with organizations varying from Pamlico Tar River Foundation and Pitt County to the Mideast Commission.

These recommendations were also a result of what we learned about practices that did not work well in the areas we studied. For example, two recommendations- Educating the Public and Small Business Development Plan- were a result of discussions with Roanoke River Partners. Along the Roanoke River, leaders in Roanoke River Partners realized that businesses were not sustainable along the river. These two recommendations are potential solutions to the sustainability problem Roanoke River Partners is facing. Leaders were unsure if lack of sustainability was a result of a lack of education among the general population or among small business entrepreneurs. Further, leadership was unsure if young, school-aged employees who left after peak season were the cause of a lack of sustainable business along the Roanoke River. The recommendations of education and a small business development plan were evaluated as a means of preventing Beaufort County from experiencing a similar problem.

Finally, recommendations were developed from a combination of discussions with stakeholders in Beaufort County as well as strategies we learned from other areas. In particular, marketing strategies were developed from a combination of suggestions from best practices and discussion with stakeholders, such as leaders within Washington, Belhaven, and Aurora. Strategies include a website, promoting packaged tourism attractions and rebranding the region through multi-county organizations.

County-wide Tourism Commission

One of the consistent lessons for Beaufort County from all the other best-practice examples we found was the value of a county-wide tourism commission. A county-wide tourism commission serves as an important hub for all future tourism initiatives within the county and partnerships beyond the county.

For a county-wide tourism commission to be successful in Beaufort County, the makeup of the membership will need to be considered. These members should include, but not be limited to, leadership from each municipality, local business leaders, local non-profit leadership and interested community members.

Looking to the example of Ashe County, the comprehensive membership of the Chamber of Commerce Tourism Committee includes partners from local leadership, local non-profits like the National Committee for the New River, and local business owners. These groups work together to pursue tourism initiatives, such as grants and comprehensive marketing campaigns. Each partner has a particular stake in tourism for Ashe County. Local leaders want to build the economy through industry in Ashe County. The business leaders want to draw tourists to Ashe County in order to expand their businesses. And non-profit organizations, like the National Committee for the New River, are seeking to promote the New River as an asset as well as ensuring the river is protected for future use. Together these partners all have the same goal: promoting their assets to bring individuals to the area. Other examples include the partnership between the Louisiana Tourism Coastal Coalition and the counties the coalition serves. LTCC utilizes a tourism commission for representation and feedback.

Beaufort County can benefit from a similar model in order to promote the goal of drawing tourists to the area. Local leadership from Washington, Chocowinity, Belhaven, Aurora, Bath and Pantego can present the assets in their individual areas as well as promote the potential growth opportunities in their areas to promote job creation through ecotourism related industries to the tourism commission. Local business leaders related to ecotourism, such as restaurant owners, bed and breakfast owners and outfitter owners can represent the needs of the business community as the commission focusses on expanding tourism in the county. Finally, non-profits such as the Pamlico Tar River Foundation and Partnership for the Sounds are important stakeholders because they share goals of promoting the growth of businesses in the area in ways that benefit from ecotourism while protecting the ecology of the Pamlico and Tar Rivers and the sounds. Working together to develop an integrated county-wide and regional strategy for ecotourism-based economic development, these stakeholders can achieve far more than even Washington can on its own.

While the varied membership of the tourism commission may have the same goal of drawing tourists to the area, it is important that the shared goals and responsibilities of the tourism committee are outlined. First, some potential responsibilities the Beaufort County Tourism Commission should consider include defining a statement of purpose, implementing a comprehensive marketing strategy to attract tourists, providing small iii businesses with guidance, and seeking sources of revenue such as both seed-money grants and more ongoing funding streams. A statement of purpose will solidify the representatives’ common goal of attracting tourists to Beaufort County. Second, a comprehensive marketing plan will allow the county partners to coordinate strategies to create interest in the river as well as attract interested individuals to spend time in the county. Third, through the creation of a small business development plan the County Tourism Commission should place an emphasis on supporting new and existing ecotourism related entrepreneurs. Using the resources of the economic development center, and local partners such as the Committee of 100 and the Mideast Commission, the tourism commission can establish mentoring relationships between interested entrepreneurs and existing business leaders. Further, partnerships between government and private organizations can also provide classes and seminars to help foster important skills such as finance and management for area tourism-related entrepreneurs.

Marketing Strategies

Thus far, Cross Sectional Collaborative has developed an asset map, identifying ecotourism-related resources the county offers its citizens and visitors, and six studies of best practices for multi-county regional river-based ecotourism initiatives around the southeast. Based on the attractions the county features and what we have learned about successful practices elsewhere, there is an opportunity to market the county as a whole focused on river-based ecotourism to get people to know the Beaufort County name. Cross Sectional Collaborative suggests a three-tiered marketing plan for Beaufort County, including:

1. Developing a Beaufort County ecotourism-based website 2. Promoting “packaged” tourism attractions 3. Rebranding the region through a multicounty organization

Beaufort County has a number of great assets that can be shared with a variety of ecotourists around the country to spur economic development and small business growth in the region. By developing an ecotourism based website, Beaufort County can promote “packaged” tourism attractions, and rebrand the region with a new, effective marketing initiative.

I. Beaufort County Ecotourism Website Establishing an online presence for Beaufort County river-based ecotourism will promote the Pamlico-Tar River and its recreational assets while drawing interest from potential state, regional and nationwide visitors to the county and each of its municipalities. An online resource has the potential to reach millions of interested visitors at a relatively low-cost with simple yet active marketing of the county’s attractions. The full website mockup can be viewed at www.crosscollaborative.wordpress.com.

Compared to print resources, which become outdated almost immediately as they are printed, a centrally-located active website will be immediately available to potential visitors from around the world. The two types of marketing materials can complement each other. For instance, showcasing the county’s attractions will draw interest, while print materials at a visitor’s center will be provided for actual visitors.

Currently, there is only a government designated website, www.co.beaufort.nc.us. While this is a useful resource for community engagement with county leadership, it is not targeted toward those outside Beaufort County. The marketing initiatives that Washington has taken (www.littlewashingtonnc.com ) provide relevant examples of a recent website development that attracts visitors to its river-based assets. The city therefore provides a citizen-based website in addition to its tourism page.

There is great importance in creating conversations, interactions and relationships with citizens, stakeholders and visitors of Beaufort County. These connections are the driving force in keeping things active. A simple way to maintain this activity is through the use v of social media. By developing a social media strategy, including Beaufort County Facebook, Twitter and YouTube pages, the county and regional tourism commissions can determine exactly what visitors want to see.

A number of pages on the website will promote each facet of the county. The mockup website that Cross Sectional Collaborative has created highlights the history of Beaufort County, each of its municipalities, the numerous ecotourism and other recreational activities, dining and accommodations options, a list of “50 Things to Do”, a list of regional partners and a “contact us” form. In addition, page 40 of this book shows a photo gallery and a county events newsletter. These last two items give an interactive display for a relationship to form between county and tourist, in a way that a photo draws their attention and an events newsletter prompts their visit.

Another benefit of creating a regional ecotourism website is increased visibility and reach. The development and active maintenance of the website will yield keywords and tags which will increase Search Engine Optimization (SEO). Thus, every time a user searches for “hunting in the south” or “North Carolina sailing”, Beaufort County’s ecotourism website would be tagged as a high search result. There are a number of available URLs that can host the website. One of these, to be decided by Beaufort County government or a county tourism commission, will feature a tagline to draw visitors. Possibilities include beaufort.travel, visit.beaufort, beaufort.nc, gobeaufort, beaufortvacation, discoverbeaufort, beaufort.org and more. This decision of branding will be discussed in CSC’s third marketing recommendation.

As previously mentioned, a county-based tourism commission could serve as a primary organization responsible for implementing the website and for developing further initiatives in support of a county-wide ecotourism strategy. Potential groups that can be contracted to design and manage the website are Beaufort County Community College, students at the college or a county staff member. The Beaufort County Commission, its economic developers and possible tourism commission can collaborate, whether through academic credit, internship, part or full-time job status, to produce, post and maintain the website.

II. Packaging Tourism Assets There are numerous types of ecotourism attractions throughout the county, shown in the asset map. As previously mentioned, Beaufort County is most poised to promote river-based ecotourism. However, Cross Sectional Collaborative has also identified multiple agrotourism and cultural tourism attractions that accommodate both hard and soft visitors. County leadership should recognize both hard and soft tourists, those who enjoy active recreation and leisure, respectively. Just as much, the county must distinguish each type of asset package. Every marketing campaign has a target audience, and while the county and region can be marketed as a whole, each recreational activity entails a specific target audience:

Hunting- traveling sportsmen are often based in the Southwest, Southeast and South Atlantic. Looking for ducks, bears and deer within Beaufort County. Could be obliged to camp.

Fishing- a niche group of sportsmen, often visiting from along the coastal US, who may or may not have their own sail or motor boat, could also look to rent a boat or be taken on a charter.

Trailing- visitors seeking sustainable living during their stay. May seek camping options.

Wildlife photography- another niche community whose members are found across the country. Would seek to trail and kayak the river. May stay in camping, B&Bs or motel/hotels.

Sailing- often defined by affluent, avid and knowledgeable boaters, usually coming from along the east coast. Some bring their own boats, either in transit via Intracoastal Waterway or seeking year-round moorings; others may seek rentals or charters. May sleep on board or stay in a local B&B.

Kayaking- an activity both for avid kayakers and amateurs. Trailing the waterways could be an all-weekend activity, or just one activity within the trip.

The aforementioned recreational activities provide anchors for the rest of the county’s tourism development. Both hard and soft visitors alike can enjoy the dining, living, shopping and leisure the county has to offer.

A possible venture for growth can be promoting Beaufort County as a wedding destination. Centered on the activities along the Pamlico River, this is a micro-strategy in and of itself. Many young couples and their friends are often active sportsmen and may like to include these activities in their wedding plans. Dinner cruises, sailing, kayaking and trailing outings are examples of opportunities for the county’s businesses to offer to this target audience. The Washington Tourism Development Authority plans to focus on this effort in the upcoming year because its ROI (return of investment) can be measured. This effort can be applied to a county-wide effort.

III. Rebranding Beaufort County Like the other ecotourism partnerships we identified around the southeast, Beaufort County can benefit from a partnership with a regional ecotourism group in creating a marketing initiative and website. A rebranding initiative to market the county and perhaps the region as a whole will promote a shared common asset in ecotourism- the Tar-Pamlico River. Marketing the area at a macro level will give visitors the ability for autonomous trip planning that can increase business opportunities for each municipality.

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As mentioned in Cross Sectional Collaborative’s presentation and within this book, Ashe County’s model of regional partnerships to develop a promotional campaign provides an example of what Beaufort County can do. Ashe County Government’s collaboration with the National Committee for the New River led to the creation of the “High Country of North Carolina” initiative. Their website is user-friendly and dynamic, while highlighting the activities of the region. The site does not explicitly feature Ashe County, but instead touts the Blue Ridge Parkway as its centerpiece.

Just as much, Beaufort County can forge partnerships with regional organizations to market its central asset, the Pamlico River. The Pamlico-Tar River Foundation is a strong asset for the county, whose commitment to the river, its activities and its sustainability make them the most river-oriented organization. Another potential partner is NC Land Over Water (NC LOW), a promising new non-profit organization initiated by ECU coastal geologist Dr. Stanley Riggs, which is solidly focused on ecotourism as an economically promising and environmentally appropriate development strategy. Finally, Wings Over Water, a multi-county partnership between Hyde, Tyrell and Dare Counties, promotes the Outer Banks and Eastern North Carolina region during a six-day event by hosting wildlife enthusiasts from around the country. These community organizations are all regional partners with whom local government can develop a branding initiative to market the area.

One of the most prominent branding initiatives that Eastern North Carolina has seen is the “Inner Banks” or “IBX” movement. The group FOReNC, who began the campaign eight years ago, has since dissolved, but the bumper stickers and their message, often found on the back of a car, are all that remain. One option could be to rebrand this initiative in a new and formal campaign. The idea of the “Inner Banks” has its benefits because of its colloquial and geographic neighbor, the “Outer Banks” whose prominence is already established. Moreover, the term applies to multiple counties, granting the opportunity to make regional partnerships under a uniform foundation or organization. If Beaufort County leadership, along with its regional partners, decide that the IBX brand is a feasible marketing strategy, there are a number of available URLs to develop a website: innerbanks.com (domain for sale), theIBX.com (domain for sale), theinnerbanks.com, visitIBX.com, travelIBX.com.

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50 Things to do in Beaufort County

50. Enjoy the Tar-Pamlico Rivers on a free pontoon boat ride from the NC Estuarium 49. Paddle the Tar River Blueway and camp on a waterside tent platform 48. Eat lunch at Bill’s Hotdogs in Washington 47. Watch the sunrise/set along the Pamlico River in Bath 46. Tour a colonial home in Bath or Washington 45. See a show at the Washington Turnage Theater 44. Visit the home of Blackbeard the Pirate in Bath 43. Dine during sunset at On the Waterfront in Washington 42. Duck hunt with Ducks Unlimited in the Pungo backwoods 41. Revisit Eastern North Carolina’s history at the Belhaven Memorial Museum 40. Take your boat out on the river through a number of marinas and boat access ramps 39. Visit the Aurora Fossil Museum 38. Kayak through Blount’s Creek 37. Tour the NC Estuarium 36. Nature watch at Goose Creek State Park 35. Drink and eat at Backwater Jack’s 34. Go back in time by visiting the oldest town in North Carolina, Bath, founded in 1712 33. Sail along the Pamlico River and International Waterways 32. Attend the Fossil Festival in May 31. Buy a new favorite item at an antique store 30. Take the ferry two-miles across river from Aurora to Bayview 29. Shop for home grown, homemade meats at Raised in a Barn Farm in Chocowinity 28. Celebrate the Fourth of July along with water featuring fireworks in Belhaven 27. Hunt for bear, deer and wild turkey 26. Spend time at St. Thomas Episcopal Church, the oldest church in North Carolina 25. Photograph wildlife along the river and trails 24. View and buy local art at the ArtWalk 23. Have seafood for dinner at the Fish Hooks Café in Belhaven 22. Stay at a Bed & Breakfast in Washington or Bath 21. Dance the night away at the annual BoCo Music Festival 20. Don’t miss the PTRF Oyster Roast and Auction in November! 19. Picnic, fish and play at Haven’s Garden in Washington 18. Tour the classical North Carolina architecture of the Bonner House in Bath 17. Bike the Pamlico Scenic Byway from Washington along the river to Belhaven 16. Let your puppy run around at the Off Leash Dog Park in Washington 15. Swim and lounge at Goose Creek State Park 14. Tour the numerous Civil War sites throughout the county ix

13. Take a trip along the water on the Belle of Washington or the Jeanie B 12. Get dirty in Pantego’s Fourth of July “Mud Run” 11. Walk and shop along Washington’s Main Street 10. Visit by boat and tie up along Washington Docks 9. Hike a trail in Goose Creek State Park 8. Rent a kayak or bike at IBX Outfitters 7. Fish for perch, bass, trout, red breast and more along the water in Chocowinity 6. Propose to your partner along the waterfront 5. Visit Terra Ceia Farms in Pantego, a major producer of blooming flower bulbs 4. Spend down-time in a community park 3. Plan your vacation at the Washington Visitors Center 2. Golf at Cypress Landing in Chocowinity 1. Go Beaufort!

Small Business Development Plan

A small business development plan ensures Beaufort County river-based entrepreneurs do not face a similar fate to the entrepreneurs along the Roanoke River, who were unable to sustain business along the river. Carol Shields, the Executive Director of the Roanoke River Partners noted that businesses along the river came quickly and left just as quickly. While an exact reason has not been identified as the sole-contributor to the lack of sustainability along the Roanoke River, several potential causes have been noted. These potential causes may be a result of the seasonal nature of employing high school and college students during the summers but having few employees during school months or a lack of entrepreneur training. While the lack of maintenance of high school and college students in the local workforce can be addressed by other policy recommendations, such as education, the problems of lack of entrepreneur training is a problem that can be addressed by a small business development plan. A small business development plan would provide education, training and mentorship to aspiring and new entrepreneurs.

In order to jump start a small business development plan, the Beaufort County Tourism Commission can provide guidance in the form of using county resources, like the economic development skills center, as an innovation hub. Further the Beaufort County Tourism Commission would have a strong stake in promoting environmentally friendly small businesses and ventures that promoted tourism initiatives. The Beaufort County Tourism Commission can share responsibility of the small business development plan with The Mideast Commission and the Committee of 100 for their valuable business acumen. The Tourism Commission will also find incredibly valuable assistance from Beaufort County Community College. The college can help train entrepreneurs with relevant management and financial knowledge necessary for owning a business. The college can also serve as a strong base of potential future entrepreneurs for Beaufort County.

Finally, the Beaufort County Tourism Commission can invite existing tourism-related business leaders to serve as mentors to aspiring entrepreneurs. A small business development plan ensures Beaufort County river-based entrepreneurs do not face a similar fate to the entrepreneurs along the Roanoke River, who were unable to sustain business along the river. Sustainable tourism industry along the Pamlico and Tar Rivers ensures a thriving tourism-based economic for Beaufort County.

Education

In order to create the most impact for ecotourism, education at both the school level and professional level is integral. One of the most important examples of education at the professional level occurred with Land Trust for the Mississippi Coastal Plain. Here, education was used as a means to drive enthusiasm for the nonprofit's efforts and community projects. LTMCP has learned that by educating residents of the benefits of conservation and environmentally friendly activities, community support for their initiatives to protect and promote the local ecology have been made more successful.

Education at the adult and professional levels can take several shapes through numerous partners. As noted with LTMCP, educating the population is important to the success of any ecotourism initiative. Beaufort County should place a focus on contracting partners, such as the Pamlico Tar River Foundation and the Partnership for the Sounds (the Estuarium) to provide interested residents information, in the form of workshops and printed information regarding the cultural, recreational and economic benefits of the rivers.

Another resource Beaufort County can use to educate older and more professional populations includes organizations such as the Beaufort County Community College, the Center for Sustainable Tourism at nearby East Carolina University, and the economic development skills center. These organizations could host special training sessions for individuals interested in pursuing occupations along the river and occupations related to ecotourism. As noted in the example of Roanoke River Partners, ecotourism businesses along the Roanoke River have been difficult to sustain. Beaufort County can avoid this problem by educating aspiring ecotourism entrepreneurs and professionals both in the skills for their chosen occupation, and in the specialized knowledge of the area’s rivers and sounds, wildlife and ecosystems, natural and human history, and their recreational and economic benefits.

Roanoke River Partners has recently begun reaching out to local elementary school students to engage younger generations with the river. Carol Shields, the Executive Director of the Roanoke River Partners, believes that getting students interested in the natural and recreational aspects of the river will encourage them to consider jobs along the river once they graduate from high school or wish to return to river industry after they graduate from college. Educating a younger population on the importance of river resources will be important because these young people are the future economic drivers of Beaufort County. They will be the ones who will work in the area, play in the area and one day, and raise their families in the area. In order to ensure that young populations stay in Beaufort County, they need to be educated about the value of the environmental resources, how to protect these resources and what these resources mean to them and their futures. Partnerships with the Estuarium, PTRF and the Beaufort County school district will be important initiatives to insure that students are educated about the value of the Pamlico and Tar Rivers.

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Connecting to Regional Tourism Initiatives

Regionalism is an important strategy Beaufort County can use to promote economic development based on ecotourism initiatives for the county. Looking to the examples of the Southeast Tennessee Tourism Association, the Louisiana Tourism Coastal Coalition and Ashe County’s relationship to High Country Host, there are a number of useful lessons for Beaufort County. In the case of the Southeast Tennessee Tourism Association, 10 Tennessee counties have joined together to share marketing strategies and work together to draw a variety of tourists to partake in a wide array of exciting tourism activities. In the case of the Louisiana Tourism Coastal Coalition , leadership from this non-profit joined with local government leaders not only to protect the valuable resources along the Louisiana Coast, but also to promote and educate the individuals and tourists in the region. Finally, Ashe County partnered with other local counties to form High Country Host. This organization shares funding strategies, such as grants, and extensive marketing strategies such as trip planning guides for interested potential tourists.

In addition to its current discussions with counterpart officials in Greenville and Pitt County, below are several examples of multi-county organizations with which Beaufort County would benefit from formulating closer connections. The Mideast Commission is of course also an important regional resource for developing multi-county economic development initiatives which could include ecotourism.

Coastal Wildlife Refuge The Coastal Wildlife Refuge is an educational and environmental protection non-profit organization founded in 1989 by a group of concerned local residents. The society for the Coastal Wildlife Refuge is located in Manteo, NC, but operates in Pea Island and Alligator River National Wildlife Refuges. Presently the Coastal Wildlife Refuge funds educational opportunities for school-aged volunteers and interns. They also help with trail maintenance around the local wildlife refuges and provide educational brochures and pamphlets for visitors to the refuges.

One of the biggest events sponsored by the Coastal Wildlife Refuge is the annual Wings Over Water Wildlife Festival. Each year, for a long weekend in October, hundreds of visitors come to experience the wildlife, history and recreational opportunities of the Outer Banks and adjoining Eastern NC counties. The festival takes places in Dare, Currituck, Tyrrell and Hyde Counties. Beaufort County shares borders with Tyrrell and Hyde Counties.

Beaufort County could benefit from a relationship with the Coastal Wildlife Refuge, especially as it relates to their annual Wings Over Water Wildlife Festival. Beaufort County’s location, rich wildlife resources, and special recreational opportunities make it an optimal potential future partner for the Wings Over Water Wildlife Festival, and the Belhaven area could perhaps particularly benefit from its proximity to these activities as a base and restaurant venue for tourists participating in these events.

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North Carolina Land Over Water (NC-LOW) East Carolina University geology professor Stan Riggs is in the process of creating an umbrella organization for government leaders, business leaders and educators which focuses on promoting the water resources of Eastern North Carolina. The title of the organization comes from his geological study of the land in Eastern North Carolina. He has noted that the land in many eastern North Carolina areas sits on top of the water. With the ever-changing coastlines and water borders, Riggs knows it will be important to consider sustainable business, governmental and crisis response models which can respond accordingly. Considering the economic crisis in Eastern North Carolina, the unique geographical relationship water has to the land is an important tourism asset. The geography of Eastern North Carolina, and Beaufort County in particular, lend to its ability to host low-wetlands for unique hunting terrain. The NC-LOW organization offers a potential new opportunity for regional ecotourism-based economic development that is particularly suited to the environmental conditions and ecotourism opportunities Beaufort County and its neighbors offer. Beaufort County could become an integral voice in a transformative organization for Eastern North Carolina.

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The National Water Trails System

The National Water Trails System brings together new and existing water trails into a national network of bodies of water across the country. In order to apply for the National Water Trails System, the “management entity,” of the body of water must submit a formal application and letter of support from the state trail administrator. A management entity is a group that currently maintains the body of water and will continue to do after designation as a National Water Trails System. A “management entity” can range from a non-profit to a governmental organization. In the case of Beaufort County, the local management entity could be the Pamlico Tar River Foundation with the support of Beaufort and Pitt Counties.

The formal application process for the National Water Trails System begins with a formal application where the management entity discusses the mission statement for the intended water trail and details how the intended water trail will meet the criteria for The National Water Trails System. Criteria for the National Water Trails system include openness for public use while ensuring the waterway stays well maintained and follows property and environmental law. Openness for public use is a very strict criterion, which is a benefit for the National Water Trails System over other programs, such as the, now defunct, National Blueway System. The National Blueway System faced harsh criticism because private lands could be appropriated for public use through this system. The National Water Trails System avoids the problem faced by the National Blueway system because all access points must be owned and in the preliminary application, applicants are asked to provide owner consent to potentially use their lands and water rights for public use. Further criteria for the National Water Trails System include the promotion of recreation, education, conservation, community involvement and creating extensive plans to maintain and promote the waterway.

Once the aforementioned criteria have been met, the application is passed along to an interagency review committee who determine if the applicant waterway meets the criteria for designation as part of the National Water Trails System. In most cases, this designation is presented by the Secretary of the Interior. The main benefit of pursuing certification as a National Water Trails is that Beaufort County leaderships and community partners can obtain guidance and further best practices from existing and well-established Water Trails Systems from around the United States. Further designation as a Water Trails Systems provides visibility and promotion of the river. A new awareness to the Pamlico and Tar Rivers will bring tourists and help stimulate the ecotourism economy in Beaufort County.

Resources Consulted

Cross Sectional Collaborative Beaufort County Ecotourism Website http://crosscollaborative.wordpress.com/ Created by Cross Sectional Collaborative, this page is a custom-made mockup for a Beaufort County ecotourism-based website. It’s pages and links serves as examples of what an ecotourism website can look like for Beaufort County and its regional partners.

Wordpress www.wordpress.com This free online platform allows users to create blogs using original design templates. Wordpress is a viable option for many middle-tier organizations and allows easy managerial access.

Lynn Lewis- Director of the Washington Tourism Development Authority www.littlewashington.com The updated Washington website gives a relevant example of an effective local webpage. Its development and management is a valuable resource in planning the construction of a Beaufort County website.

Randall Travel Marketing 2008 Randall Travel Marketing Study The most recent study to date on marketing strategies for Washington, of which many can now be applied county-wide. *accessible by Lynn Lewis

Foundation of Renewal for Eastern North Carolina (FoR ENC) Fall 2006 Newsletter The newsletter of the now inactive organization gives the most recent official use of the IBX brand. *accessible by Mark Little

Mark Little http://www.ncgrowth.unc.edu/ senior research associate for economic development for the Frank Hawkins Kenan Institute of Private Enterprise. Provided guidance on other entrepreneurial initiatives in the state, specifically in Eastern North Carolina.

North Carolina Tourism Department http://www.visitnc.com/ This website is another example of a regional marketing initiative that can be used as a model for Beaufort County’s ecotourism website.

NC WEEKEND Paddling Beaufort County UNC-TV https://www.youtube.com/watch?v=KcLAxNzpj-w

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National Water Trails System Certification http://www.nps.gov/WaterTrails/Home/About This is an in-depth FAQ about the NWTS and how to apply for certification. http://www.nps.gov/WaterTrails/Home/Apply This is the portal to the application for NWTS. Links for application instructions are also provided at this link

Coastal Wildlife Refuge Coastal Wildlife Refuge Society http://www.coastalwildliferefuge.com/index.html Website provides general information regarding the society, its mission and its purpose. The site also provides links to related organizations. Wings Over Water Festival http://www.wingsoverwater.org/ Website provides general information on the festival as well as proposed itineraries for this year’s festivities.

NC Land Over Water (NC LOW) Stan Riggs- ECU Geology professor interested in water-based geography of the Eastern North Carolina region. Also main contact for NC LOW initiative. [email protected]