CHALLENGE

Newport stands at a critical juncture where growth presents both opportunity and risk. Long shaped by the rhythm of the ocean, from working docks and commercial fishing to world-class marine science, the city faced the challenge of managing growing visitation without diluting its authentic sense of place or straining local infrastructure and ecosystems. Additionally, key elements of Newport’s identity remained underutilized: its working waterfront and local seafood systems were not fully integrated into the visitor experience, and diverse local cultures were not equally reflected within the community. To address these dynamics, municipal leaders sought a deliberate, sustainable destination strategy to protect the city’s ocean-based heritage, foster cultural inclusivity, and ensure the visitor economy actively supports community livability and economic resilience.

SOLUTION

Phase 1: Project Kickoff & System Setup (October 2025)

Crosscurrent Collective established a shared context with the City of Newport project team, aligned strategic objectives to address core destination management challenges, established project management workflows, and reviewed key local planning documents.

Phase 2: Assessment & Engagement (November 2025 – early February 2026)

Our team conducted a comprehensive destination assessment, analyzing local planning documents and existing tourism data. During a two-day site visit, Crosscurrent conducted in-person interviews and focus groups with key local stakeholders, followed by virtual interviews with additional community partners. To capture broader perspectives, Crosscurrent deployed a custom Future of Tourism Stakeholder Survey and facilitated a Visitor Opportunity Study in partnership with ECOnorthwest, garnering 1,870 total responses to evaluate visitor experiences and community expectations.

Phase 3: Plan Development & Visioning (February – March 2026)

Leveraging insights from primary research and best practices from peer coastal destinations, Crosscurrent designed and facilitated a strategic visioning workshop. This collaborative session convened local stakeholders and community leaders to define a shared 15-year vision of success, identify core impact areas, and co-create actionable short- and medium-term outcomes with designated implementation leads.

Phase 4: Plan Finalization & Sustainability Tools (April – May 2026)

Crosscurrent synthesized all research and workshop outcomes into a clear, actionable Sustainable Destination Management Plan. To ensure long-term accountability, Crosscurrent co-created a tailored Sustainability Dashboard to track key performance indicators, equitable outcomes, and ongoing progress across all impact areas.

IMPACT

Crosscurrent Collective provided the City of Newport with a community-driven roadmap to guide sustainable destination growth while protecting and enhancing the area’s coastal charm, ecosystem health, and livability. By grounding strategy in robust visitor and stakeholder data, the plan aligns public and private partners around shared values, clear responsibilities, and measurable sustainability metrics.

SERVICES PROVIDED:

1. Supported the formation of a diverse project advisory team and facilitated ongoing meetings to establish a long-term relationship between key stakeholders
2. Conducted background research reviewing existing data, municipal plans, and regional tourism strategies
3. Administered two tailored surveys for stakeholders and visitors respectively (1,870 responses collected)
4. Facilitated an on-site visit, stakeholder interviews, and a community strategy session
5. Crafted a compelling 15-year vision narrative rooted in diverse community and stakeholder input
6. Developed a 3-year Sustainable Destination Management Plan framework with short- and medium-term implementation goals
7. Designed a custom Sustainability Dashboard for ongoing progress tracking and metric evaluation

PROJECT PARTNERS:

• ECOnorthwest