Tourism marketing goal: Enhance visitor experience

ASHEBORO — The visitor experience in Randolph County is the focus of the 2025-2026 Destination Marketing Plan & Program of Work.

The glossy 41-page document was presented on June 18 to the Randolph County Tourism Development Authority (TDA) Board of Directors by Executive Director Amber Scarlett.

She called the overall plan the “economic engine” for local businesses.

The nine-member board is authorized by the Randolph County Board of Com- missioners to determine policies, proce- dures and regulations for the operation of the TDA.

The Heart of North Carolina Visitors Bureau is the official destination marketing organization under the TDA.

According to the latest marketing plan, the bureau “is charged with spearheading the proactive, strategic, visitor-centered economic development of Randolph County by reinvesting the visitor-paid occupancy tax collections into destination marketing and communications efforts that bring the highest return on investment.”

The twin I-73/74 Visitor Centers just south of Seagrove are managed by the TDA.

Funded by a special appropriation by the NC General Assembly, the northbound and southbound centers offer pamphlets and brochures promoting Randolph Coun- ty and area attractions.

A summary on Page 9 of the document says, “Randolph County’s affordable, family-friendly attractions distinguish our destination from our competition in other areas of North Carolina and the Southeast. The destination brand themes we use are built around a defined personalized message for our target audience. …”

To serve visitors, Randolph County offers 12 hotels with approximately 1,000 rooms, five campgrounds, three bed-and-breakfast inns, and approximately 100 vacation rentals for extended stays.

Randolph County was ranked 38th of the 100 counties in the state for visitor expenditures in 2022.

As for visitor experience, the marketing plan says, “Continuing to expand our tourism offerings is both thrilling and demanding. As we strengthen our established brand, our connections with tourism partners and stakeholders become increasingly crucial. The commitment of our team members to deliver exceptional experiences will shape their interactions with each partner throughout the county. Randolph County’s competitive edge encompasses qualities that set the Heart of North Carolina apart from other destinations in and around N.C. We will harness our tourism resources to craft a tailored message for our target audiences. …”

Scarlett said a message to potential visitors should be that there’s “more to do than just the (NC) Zoo.” They should be encouraged to “shop local” and “go explore,” she said.

Marketing to date has had a strong emphasis on the Charlotte and Raleigh metropolises. Now, Scarlett said, there will be increased efforts in South Carolina and Virginia.

Besides print advertising in local newspapers and regional magazines, broadcast spots will be promoting Randolph County, according to Scarlett.

Dick Broadcasting, which owns WKZL and WKRR, “will advocate for the Heart of North Carolina in targeted messages — that will also be simulcast in the Myrtle Beach, SC market.” Those stations feature Chris Kelly of Asheboro and Matt Wells of Archdale.

In addition, SportsTone, a streaming broadcast for Randolph County high school sports, will do a minimum of one 30-second commercial on every game covered. SportsTone.net has a coverage area that reaches the Southeast US.

Scarlett said marketing efforts will target markets within 500 miles of Randolph County.

After the presentation, the board approved the marketing plan.

The next TDA meeting is scheduled for 2 p.m. on Wednesday, Aug. 20, at the authority’s office at 500 Albemarle Road, Asheboro.