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Consistent guidelines, standards and direct measurement principles for future projects funded through the Wake County and City of Raleigh Interlocal Fund.Recommendations to increase international visitation from Canada, Europe and emerging markets such as China and India through working with the area’s corporate sector, academic institutions and other destination partners regionally.Strategies to grow unique and authentic visitor experiences such as People-First Tourism.Strategies to grow the area’s reputation around esports including hosting major gaming events, developing production and high-performance training facilities and even a possible interactive attraction to draw visitors–playing off the area’s rich culture within the gaming industry.Adding iconic design elements/features and unique visitor experiences to planned future development projects within Wake County such as Dorothea Dix Park to draw visitors, not just provide quality of life/place benefits to residents.Strategies to identify and increase signature events and festivals in the area as well as blockbuster traveling or permanent exhibits at area arts and cultural institutions.(NOTE: Only if a lease extension with the Hurricanes is agreed upon) The development of the Blue Ridge Corridor into a sports, entertainment, arts, scientific, medical and agricultural campus, including renovations and upgrades to PNC Arena to enhance the visitor experience and allow the arena to book more events, concerts, meetings and conventions year-round.A multi-use MLS stadium (regardless of location) that can host 75+ events annually including other sporting events, entertainment, small conferences/meetings and consumer or public shows.A 100-150k-square-foot, multi-use, indoor sports complex (including 12-16 courts and the ability to seat 4,000-5,000 spectators arena style) to host youth and amateur events and tournaments and add to the year-round inventory of fields and courts used for basketball, volleyball, wrestling etc.A two-phased renovation and expansion of the Raleigh Convention Center (RCC) to include more space and, at a minimum, a 400+ room headquarters hotel (adjacent or connected to the RCC).The result is a robust plan with both procedural and infrastructure related recommendations centered around eight priorities of focus in order for tourism to grow in Wake County:Īlthough there are many, 10 of the key recommendations within the Destination 2028 Plan include: Lesley Stracks-Mullem-Taste Carolina Gourmet Food Tours.Christine Quante-Holly Springs Chamber of Commerce.Eleanor Oakley-United Arts Council of Raleigh and Wake County.Jennifer Martin-Greater Raleigh Merchants Association.Scott Manning-North Carolina State University.Katharine Eberhardt-North Carolina Football Club Youth.Jenn Bosser-City of Raleigh Economic Development.“We’re most proud of the inclusive nature of the process, having engaged with more than 1,800 individuals from both the public and private sectors, we can truly say this is a comprehensive plan to serve all areas of Wake County.”Ī steering committee made up of members of both the public and private sectors within Wake County was formed to oversee the planning process. “The 12-month planning process has led us to some fantastic conclusions and concrete ideas for moving Wake County forward as a premier tourism destination,” said Dan Fenton, Executive Vice President with JLL’s Hotels and Hospitality Group who oversaw the planning process. Increase all visitor flows across conventions and meetings, sports and leisure tourism.Tourism infrastructure and destination development.The process used to build the Destination 2028 Plan was grounded in three, complementary principles: Leaders from Wake County, City of Raleigh and 11 other municipalities within the county.More than 1,800 individuals were engaged in the planning process including: The plan is the culmination of a 12-month research and planning process led by JLL.

16, 2018) – Today, the Greater Raleigh Convention and Visitors Bureau (Visit Raleigh) along with hospitality-industry consultant Jones Lang LaSalle (JLL) unveiled the Destination 2028 Plan to grow tourism in Wake County to more than 21 million visitors annually by 2028. Comprehensive plan aims to grow tourism industry to 21.7 million visitors annually by 2028.

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