Findings of Destination Master Plan Defines Community’s Vision for Durham’s Future

For Immediate Release:

Discover Durham Releases Destination Master Plan Proposing Durham’s Long-term Development Needs

[DURHAM, N.C.] March 4, 2024 — Discover Durham, Durham’s tourism marketing organization, is proud to publish findings from the first-ever, long-term Destination Master Plan. The 37-page document is an assessment of Durham’s development needs over the next 20 years based on a vision for Durham’s future collectively shaped by members of the community. The 60+ recommended initiatives focus both on developing new economic drivers, while also identifying ways to further Durham County and the City of Durham as a thriving visitor destination and exceptional place to live and work. The plan also makes recommendations for collaboration, process and structure updates that will allow projects to advance more swiftly and efficiently.

“The Board of County Commissioners is eager to support this forward-thinking, thoughtful plan and looks forward to hearing more from Discover Durham on implementing next steps,” added Board of County Commissioner Board Chair Nida Allam. “Balancing new economic drivers while furthering quality of life for Durham residents is key and we’re pleased to know this has been a locally based, considerate process.”

The plan is built upon the community-wide vision that by 2044, Durham will be the most welcoming, inclusive, innovative and vibrant destination in the United States, while thoughtfully honoring its history and people. This vision was crafted through various listening sessions, county-wide surveys and ongoing meetings with more than 2,000 community members and leaders in Durham. Discover Durham co-facilitated the project alongside MMGY NextFactor, a leading international consulting firm specializing in travel and tourism.

“The progress Durham has made in the past two decades in becoming one of the hottest communities in the country is mind-blowing,” said Susan Amey, president and CEO of Discover Durham. “We are at a moment in time when we have a unique opportunity to shape our story and our skyline, leveraging the growth we know will take place over the next two decades to mold the city we want to become. In doing that, we create new jobs, income and opportunities for our neighbors. It’s been very powerful to be able to convene a cross-section of our community who are passionate about Durham and use that input to define the vision and the initiatives that will bring it to life.”

The plan defines a wide range of initiatives. Many will be economic drivers, directly increasing visitors and, therefore, visitor spending, which generates revenue for local businesses, local jobs, and increases the tax base. Others are designed to enhance the vibrancy of the community and quality of life for residents and visitors. A third category of

initiatives defines ways the community can invest more in developing the new features and attractions and can become more nimble in pursuing desired projects. Completing the recommended initiatives will result in more local attractions, additional venues, improved access to transportation and walkability and more economic opportunities for Durham residents. A few of the recommended initiatives in this plan include:

• Indoor and outdoor sports venues, including both new and expanded facilities
• A larger, more contemporary convention center with an adjacent hotel
• Increasing the number and scope of quality events and festivals held in the community
• Expanding parks and pathway connectivity
• Creating a greenway bridging 147 that provides an inviting and more walkable connection between the Hayti and downtown districts
• Additional family friendly attractions and activities

“Discover Durham has been a driving force for our local economy, helping generate billions of dollars from visitors to support residents and businesses here in Durham,” continued Mayor Williams. “I applaud Susan Amey and her team for taking on the role of community convener to help forge this path forward, and I trust that the initiatives laid out in this plan are the best way for Durham to achieve our vision.”

For moving the Destination Master Plan forward, there is a need for public and private stakeholders in Durham to work together to establish a more structured approach for long-term growth planning. Initial conversations with City, County and other community leaders are exploring the establishment of a nonprofit partnership to direct the ongoing prioritization and initial development steps for proposed initiatives. The organization will be funded by a portion of the occupancy taxes already being collected from overnight visitors to Durham, in addition to seeking state and federal grants and corporate and individual donations to support individual projects. The Destination Master Plan findings became public when Amey presented to the Board of County Commissioners this morning, Monday, March 4.

Discover Durham will host a series of townhall events this spring for community members to learn more about the Destination Master Plan and provide input on several of the leading initiatives. To see these dates or to learn more about Durham’s Destination Master Plan, please visit https://www.discoverdurham.com/destination-master-plan/.