Consultants outline tourism and hospitality master plan for St. Mary's County

Dan Fenton, project executive for Strategic Advisory Group, told the Saint Mary's County Economic Development Commission on Nov. 18 that a tourism and hospitality master plan for the county will focus on actionable recommendations, including capital projects, refined marketing and measurable implementation steps.

"The interest level is very high, and the willingness to participate we found today was extremely good," Fenton said as he opened a presentation that summarized several days of focus-group sessions in the county. He said consultants aim to recommend investments that are realistic and, when needed, identify alternative funding such as public-private partnerships.

The consultants described a multi-part outreach program: nine focus groups organized by topic (farm and food, historic and cultural sites, trails and outdoor recreation, events and hotels), site visits and a stakeholder survey. Fenton told commissioners the team sent 900 surveys, 360 were opened and 140 completed responses were received to date, which the team considers a solid initial sample for identifying priorities.

Fenton detailed draft priorities presented to commissioners: identify capital investments likely to deliver high return, refine marketing to target audiences who can be converted to overnight stays, and strengthen resident awareness so locals can act as ambassadors. He said consultants are analyzing hotel data to understand weekend demand and where to focus marketing to extend midweek business into longer stays.

Commissioners and staff pressed on how the plan will treat distinct parts of the county. County staff explained that South County is being developed as a separate component at the request of county government because of geographic distance, critical-area restrictions and the seasonal nature of businesses there. "That's really a decision from county government's perspective, not the consultant's decision," a county staff member said.

The presentation addressed historic attractions such as Historic Saint Mary's City and Sotterley. Commissioners asked whether those sites had been consulted about their tolerance for tourism growth; Fenton said consultants had begun those conversations and intend to pursue partnership approaches rather than unilateral proposals that would change a site's character.

Fenton said the team will synthesize focus-group feedback, comparable-destination research and survey results into an executive summary and a phased implementation plan with timelines, metrics and reporting so the commission can track progress. He emphasized that the final product is intended to be a living document that the county will refine during implementation.

Next steps include additional drafts, a December work session if schedules permit, and continued stakeholder outreach. The consultants will return with an executive summary and subsequent reports for commissioner review and public comment.