Greater Winston-Salem Inc. and Visit Winston-Salem are embarking on a collective, community-driven process to develop a Strategic Action Plan clarifying the path forward for Winston-Salem and Forsyth County’s economic future and sense of place. In this crucial time for our community, we are excited to work together as we map our community’s strengths, leverage existing assets, and identify opportunities to continue forward momentum. 

Kimley-Horn, a national consulting firm specializing in community and strategic planning, has been selected to guide the process. Clarity of Place, the advisory services arm of Longwoods International, which supports destination organizations and municipalities to enhance their visitor economy, will also collaborate on the plan. 

Now is the time to act on this initiative, when Winston-Salem and Forsyth County are at a point in time to build upon prior planning efforts, analyze our progress so far, and move forward intentionally. 

“We strongly believe that Winston-Salem has many advantages and abundant opportunities to align existing assets and efforts that maximize results,” says Mark Owens, President and CEO of Greater Winston-Salem Inc. “As we move towards our community goals to be the top mid-sized city in the Southeast, to be a more equitable community, and to be the best place to raise a family, we are ready to define our plans with more community input and an invaluable lead partner in Visit Winston-Salem.” 

The goals of the Strategic Action Plan will be to document existing community assets, identify any missing pieces, and offer clear strategies to connect and promote community offerings in ways that advance community goals. The approach will create intentional strategies that increase economic vibrancy, competitiveness, and quality of life, and include enhanced ways to connect people with opportunities. Community input is the core tenant of the process, resulting in a plan that incorporates all perspectives, residents, and stakeholders. 

“Achieving these goals can be accomplished if physical, social, economic, and institutional community assets are understood, supported, and connected in meaningful ways. Our process is centered around leveraging these assets in ways that “move the needle” on the indicators that matter most,” says Stephen Stansbery, Vice President and Project Manager for Kimley-Horn. 

The Strategic Action Plan will form clear guidance on community health, safety, affordability, economy, housing, assets, fiscal conditions, and more. All of these factors influence the quality of life for residents living, working, and learning in Winston-Salem, as well as how visitors experience the destination. 

The plan includes a Destination Opportunity Assessment that will help map tourism destination assets, understand visitor behavior, and identify destination-based tourism opportunities for Winston-Salem. 

“Tourism enhances the quality of life in Winston-Salem and builds the customer base for our local businesses. We understand that developing tourism assets is integral to the community’s future as a whole, and that collaborating on this plan will result in a stronger and more actionable outcome,” says Stephanie Pace Brown, President and CEO of Visit Winston-Salem. 

The Strategic Action Plan and the selection of Kimley-Horn and Clarity of Place have been approved by the Greater Winston-Salem Inc. board of directors and the Forsyth County Tourism Development Authority. 

“This plan gives us the chance to think boldly about Winston-Salem’s future and the ways we can elevate our community for the long term. By aligning resources and listening to the voices of our residents and businesses, we can create a roadmap that strengthens our economy, supports families, and ensures that Winston-Salem continues to thrive as a place people are proud to call home,” says Mike Lancaster, President of Blum Construction and chair of the Greater Winston-Salem Inc. board of directors. 

“Tourism and economic development go hand in hand,” says Dana Lu Bryson, Owner of KZ Hotels and Chair of the Forsyth County Tourism Development Authority. “When visitors experience Winston-Salem, they see the same qualities that make this a wonderful place to live, work, and invest. This collaborative approach ensures that our community assets are not only showcased to visitors but also meaningfully contribute to the quality of life of residents.” 

The Strategic Action Plan is anticipated to be a 12-16 month process with multiple opportunities for stakeholder input and progress reporting including a public facing website for ongoing engagement.