St. Tammany Tourism Board Approves First 10-Year Master Plan

Donna O’Daniels, president and CEO of Visit the Northshore, called the recent adoption of a 10-year Destination Master Plan the most impactful action of her 31-year career with the organization. The St. Tammany Parish Tourist and Convention Commission voted unanimously to accept the document during its regularly scheduled meeting on Oct. 27 at the office near Mandeville. This marks the first time the parish has adopted such a long-term strategic framework for its tourism sector.

The resolution approved a plan that cost $325,000 to develop. O’Daniels described the initiative as a tool to drive intentional growth over the next decade. She stated that the plan aims to strengthen the local economy, support businesses, and enhance the experiences shared by residents and visitors. The goal is to ensure tourism benefits the community in ways that are sustainable and lasting, touching every corner of the parish and impacting the quality of life for everyone in St. Tammany.

The development process took more than a year. The commission contracted MMGY Nextfactor, an international destination marketing firm, to complete the work. The firm collected data and input through public gatherings, town hall meetings, digital surveys, and focus groups. The commission’s fund for special projects paid for the plan itself. Additional funding is expected in 2027 to begin executing specific recommendations from the document.

Upon adoption, five distinct work groups will determine the priority projects for implementation. These groups align with the five strategic goals outlined in the master plan. The goals include investing in signature destination infrastructure and experiences, activating and protecting natural assets, expressing local culture, growing sports and family participation travel, and improving access and community confidence. This structure is designed to coordinate efforts across the parish.

O’Daniels indicated that action on the plan’s recommendations will continue for several years. The immediate priority involves research studies on hotels, amateur sports, and enhancing outdoor attractions. Other early projects are likely to include expanding the organization’s existing Community Mural Project to additional towns. The team also plans to add better wayfinding and signage to improve access between towns. These steps aim to build on current efforts before tackling larger structural changes.

Longer-term recommendations include developing the northern part of the parish as an equestrian destination. O’Daniels expressed particular interest in this project, noting it will require coordination and research to understand visitor needs. She estimated this effort may be a few years down the line. The full master plan document will be available at the organization's website in the coming weeks.

In other business during the meeting, Marketing Director Sarah Hill announced the launch of the organization’s newest brewery collaboration. Causeway Copper, a Vienna-style lager, is available at Chafunkta Brewing Co. in both cans and on tap. The product will also be distributed to local grocery stores this month. This launch represents a continued effort to partner with local producers to promote regional identity.

The commission also introduced Nate Bosley, the organization’s newest team member. Bosley worked with Chafunkta to create the label design for the new lager. As a digital content and creative manager, he will handle advertisements, the organization’s website, and the email newsletter. O’Daniels said his work will elevate the organization’s professionalism, which is key as they move forward to implement the master plan.

The next regular meeting for the Tourist Commission is set for Dec. 15 at 2 p.m. The meeting will take place at the Visit the Northshore office located at 68099 La. 59 near Mandeville. Attendees can expect further discussion on the initial steps of the master plan execution.