Jackson, Mississippi
Visit Jackson Placemaking and Tourism Action Plan
Visit Jackson hired Hunden Partners and industry experts from MMGY NextFactor, NEOO Partners, and Legacy Sports Group to create a Tourism Recovery and Placemaking Action Plan for Jackson, Mississippi, that could lead to a ten-year Destination Master Plan. Under Hunden’s leadership, a multi-phased analysis was conducted, including a review and synthesis of past studies and planning efforts, engagement of stakeholders, evaluation of the City’s traditional and nontraditional tourism assets and messaging, and utilization of Hunden’s proprietary Pillars of Place to assess areas of tourism and market realities unique to Jackson.
Situation
The Hunden Partners team, including industry experts from MMGY NextFactor, NEOO Partners, and Legacy Sports Group, was engaged by Visit Jackson to create a Tourism Recovery and Placemaking Action Plan for Jackson, Mississippi. The goal of the study was to develop a 10-year strategic Destination Master Plan that established a shared vision and forward-looking strategies for the City’s future tourism development and programming based on stakeholder input, market realities, and industry best practices.
Approach
Hunden led a multi-phased analysis to evaluate the City’s traditional and nontraditional tourism assets and messaging, identify opportunities to expand year-round visitation, and develop actionable recommendations. Phase I included establishing a Plan Working Group, conducting a Strategic Kickoff to align stakeholders and formally launch the project, and reviewing relevant documents, studies, plans, and prior proposals completed to date.
Phase II provided Visit Jackson with robust market data, recommendations, prioritization, and guidance for investments that strengthened Jackson and its tourism economy. Hunden’s analysis identified the strengths of the Jackson marketplace, the potential for growth, and the priority of projects, amenities, and infrastructure needed to support long-term competitiveness. The competitive market analysis evaluated development in regional destinations to ensure the final recommendations were unique to Jackson and positioned to generate the greatest impact.
Impact
The overall purpose of the Jackson Placemaking Action Plan was to increase visitor spending as well as attract new investment and talent to the community, while retaining these benefits within the City.
