2021 Annual Report | Visit Elizabeth City

Message From Leadership Like many in the tourism industry, Visit Elizabeth City began 2021 envisioning the end of COVID and a return to all things normal in travel. Excited to build on the learnings and successes from 2020, we initiated efforts for new and significant destination marketing programs early in 2021. Nimble was the name of the game for advertising as we worked around waves of COVID surges, the impact that had on consumer sentiment and the continued cancellation of significant destination 2021 events including TarWheel Cycling Event, Potato Festival, Love Your River, and performances at Arts of the Albemarle; these cancellations along with the switch to a virtual-only Coast Guard Marathon, virtual-only events at ECSU, etc. made for a year full of adaptation.

On the heels of COVID our community was dealt a second crisis. On April 21, the policeinvolved death of Andrew Brown Jr. thrust us into the national media spotlight overnight.

Peaceful protesters took to the streets daily followed by hordes of journalists capturing every moment and announcement as the case progressed, keeping the name “Elizabeth City” top-of-mind for all the wrong reasons. These back-to-back crises created an even greater need to adapt and the team leaned into the constant state of change, finding ways to innovate, collaborate and lead all while delivering results.

We shifted our focus from traditional DMO marketing projects to seeking opportunities for tourism to be a leader and help in the healing process in our community. In June, the Board adopted a budget for the 2021-2022 fiscal year including funding for crisis communications assistance, to update our 2019 strategic plan, and most significantly, to seek and engage a Diversity, Equity and Inclusion expert to work with us, ensuring all feel welcome in Elizabeth City and the muffled voices of our community are heard loud and clear. None of those items were on our agenda the first few months of 2021, completely redirecting the strategic mission of Visit Elizabeth City for the balance of 2021 and beyond.

Despite navigating a year unlike any other, we are extremely proud of our 2021 accomplishments. A few to highlight: • From January to March 2021, we hosted the incredibly successful execution of the first-ever, virtual, Coast Guard Marathon, the first and only USCG-sanctioned road race. Bringing the event and brand to over 11,238 participants from 4 continents, raised awareness of Elizabeth City around the world and provided a solid foundation for future in-person events.

• Building on the proven success of working with an award-winning PR agency, we launched a national search to secure agency partners for Public Relations and Digital Advertising. After an overwhelming response of 27 RFPs, we selected MMGY NJF as our PR Agency and Evok as our Digital Advertising agency. We are thrilled to have such strong industry partners, further putting Elizabeth City on the map as a travel destination.

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