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.

• Visit Elizabeth City is now recognized as a top-tier Destination Marketing Organization as evidenced by our May 2021 completion of the exhaustive requirements to earn

Destination Marketing Accreditation Certification. We join an exclusive group of as one of only 185 destinations in the world to be DMAP certified! • Visitors and locals can now navigate their way through the County and City using our new wayfinding signs highlighting important destinations and attractions in our destination. This destination development project was a result of a collaborative effort leading to the plan, design, build and installation of 51 gorgeous wayfinding signs throughout the City & County and a stunning new visitor information kiosk beautifying our downtown waterfront area.

• Diversity, Equity and Inclusion is a nationally recognized important issue, and also an important issue here in Elizabeth City and Pasquotank County. After a nationwide search for a DEI partner, we engaged with Melissa Majors Consulting. Our work with her continues into 2022, but we have a strong foundation from implementing community research and hosting an in-depth collaborative session with tourism stakeholders brainstorming a path forward By working together, we were able to weather the most severe crises our community has ever seen, but we’re not finished. As we look to the future, Visit Elizabeth City will continue to find new ways to rebuild our tourism economy to ensure it is more resilient, sustainable, equitable and inclusive for our residents and our visitors, truly encapsulating the nickname “Harbor of Hospitality®”.

Abel Sutton, Chair of the Board Corrina Ruffieux, Executive Director