Task force pushes to improve Exit 49, increase Cabarrus’ tourist attractions

A newly-formed task force has started to map out a plan for the future of Cabarrus County’s Exit 49 corridor.

The Cabarrus County Convention and Visitors Bureau (CVB) will work with city and county leaders – as well as hotel operators, motorsports professionals, retail experts and other local hospitality industry professionals – to develop The Cabarrus County Destination 2020 Vision Plan.

Meant to enhance the overall visitor experience, the plan’s key component will be to improve pedestrian and vehicle traffic throughout one of the most heavily-traveled areas around.

“Exit 49 is the busiest interchange in the state, and we need to address the amount of traffic that is increasing every day,” said Doug Stafford, a taskforce member and partner at Griffin Stafford Hospitality. “Traffic patterns need to be improved so we can get our guests around the corridor safely, efficiently and improve walkability.”

The CVB taskforce has retained the consulting firm O’ Brien/Atkins Associates to conduct a feasibility study that identifies opportunities and constraints for development surrounding Exit 49. A steering committee will help brainstorm ideas for possible development.

Beyond promoting the area, the task force wants Exit 49 to be branded as a leisure destination. Increasing connectivity between Exit 49, Concord and Kannapolis, as well as adding improved way finding infrastructure, are priorities.

The task force also will discuss ways to add new attractions and more lodging, dining and shopping options, which could help increase guest’s average length of stay and increase their overall spending.

“The idea is to help improve the visitors experience as well as enhance the quality of life for residents of Cabarrus County,” said Donna Carpenter, president and chief executive officer of the CVB. “We are growing as a tourist destination and need to stay ahead of the curve by being proactive with improvements.”

Recent economic tourism figures provided by the North Carolina Division of Tourism, Film and Sports Development showed domestic visitors to and within Cabarrus County spent $340 million in 2011, an increase of 8.7 percent from 2010. Cabarrus County was ranked the 12th most-visited county among the state’s 100 counties, and the local travel and tourism industry employs more than 3,790 people in Cabarrus County.

Task force member Terry Crawford, general manager of the Embassy Suites Charlotte/Concord Golf Resort & Spa, said a thriving travel industry improves the local economy and benefits all residents.

“Thousands of Cabarrus County residents work for tourism-related businesses and rely on visitor spending for their livelihood,” he said. “If we can improve on what Cabarrus County has to offer, our community as a whole will improve.”

The vision plan will help create a year-round travel and tourist destination using exit 49 as a gateway to Cabarrus County, said Crawford. A key part of that is being able to direct visitors to various points in Cabarrus County.

“The goal will be to create the environment for growth of tourism-related elements in Cabarrus County,” said Crawford. “The first phase of the plan is to develop the Exit 49 area so that visitors can easily and safely move about the area without traffic snarls and by using other (methods) of getting from point A to point B – walking, biking, etc.”

Phillip Cunningham, chairman of the CVB and general manager of Great Wolf Lodge, said the committee will explore multiple options, including how to fund future projects.

“Our plan is just beginning, and I am encouraged by the level of participation from the stakeholders in our community,” said Cunningham. “As we began this process, looking at our strengths, it was clear to us that we were indeed a destination with many attributes.”