Success Story: Oyster Trail

• In 2014, community members started discussing the idea of a North Carolina oyster trail after Virginia launched its trail. 
• Trail partners worked with graduate students and professors at the UNC Kenan Flagler Business School. The academic partners recommended a structure and estimated the economic impact of the trail. (See the report PDF.) In 2018, trail partners presented this information to the North Carolina General Assembly. The state Senate included funding for the Oyster Trail in its 2017-2018 appropriations bill (General Assembly of North Carolina, 2017, p. 249). However, that funding was not included in the final state budget. 
• The North Carolina Sea Grant funded a survey of tourists to understand their preferences for oyster tourism (Kozak, 2020). 
• In 2019, the North Carolina Coastal Federation, North Carolina Sea Grant and North Carolina Shellfish Growers Association hosted stakeholder focus groups. They conducted these focus groups over a year-long planning period. They used stakeholder input to structure the NC Oyster Trail to meet the needs of potential members. 
• Trail partners hired a private firm to design the trail’s webpage. 
• They recruited an initial 10 NC Oyster Trail members from focus groups and by contacting oyster related businesses and organizations. To become a member, trail participants must offer a “memorable, participatory element that engages tourists with NC oysters.” Members must pay a $50 registration fee and an annual $100 membership fee (North Carolina Coastal Federation and North Carolina Sea Grant, 2023). 
• The North Carolina Sea Grant promotes Oyster Trail members. The organization uses an interactive online map, social media, brochures, news releases, local visitor bureaus and the annual NC Oyster Week. 
• In 2020, the North Carolina Coastal Federation, North Carolina Sea Grant and North Carolina Shellfish Growers Association launched the NC Oyster Trail.

• The NOAA National Sea Grant provided the trail’s first major grant ($119,784) to fund the survey of tourists. 
• Trail partners obtained additional grant funding to hire a private firm to design the trail’s webpage. 
• State and regional tourism departments dedicate staff time and volunteer hours to support trail operations. 
• Annual trail membership fees contribute to trail operations. 
• The North Carolina Sea Grant and the North Carolina Coastal Federation continue to support the trail financially.

North Carolina Coastal Federation; North Carolina Sea Grant; North Carolina Shellfish Growers Association; and oyster farmers, sellers and educators

• The NC Oyster Trail helps sustain and grow the local oyster industry by connecting seafood producers, sellers and consumers through shellfish farm tours; seafood restaurants, raw bars and markets; and educational opportunities with ecotourism, aquariums, coastal museums and special events. 
• The trail helps build a state-specific brand that leads consumers to choose and pay more for North Carolina oysters, adding value to the shellfish product. 
• The trail supports the coastal ecosystem with volunteer opportunities to protect and restore oyster habitat. 
• The trail advances the business success of wild harvesters and oyster farmers. 
• Increased attention on oyster programs builds the case for increased funding for oyster-related programs, including from the NC Division of Marine Fisheries Oyster Sanctuary Program. 
• Overwhelming interest from stakeholders along the coast and inland grew the number of Oyster trail members to over 75 participants as of December 2022. 
• Increased attention on North Carolina oyster populations, along with the support of other Oyster Blueprint initiatives, has: 
  • Increased funding for oyster-related programs by a factor of 10, and 
  • Led to the restoration of 450 acres of oyster habitat, supporting half a billion oysters.

Trail members are the backbone of the NC Oyster Trail. Communities seeking to replicate this project should devote significant time and resources toward building and sustaining stakeholder relationships during the planning and implementation phases. 

Forming a focus group composed of diverse stakeholders and at least one member from each type of trail organization or business is a great starting point. The focus group can ensure that the project meets their needs.

General Assembly of North Carolina. (2017). Session Law 2017-57; Senate Bill 257. Retrieved from https://www.ncleg.gov/Sessions/2017/Bills/Senate/PDF/S257v9.pdf

Kozak, C. (2020, January 06). Effort On to Create NC's First Oyster Trail. Retrieved from CoastalReview.org: https://coastalreview.org/2020/01/effort-on-to-create-ncs-first-oyster-trail/

North Carolina Coastal Federation. (2021, April 27). Oyster Restoration and Protection Plan for North Carolina: A Blueprint for Action 2021-2025. Retrieved from North Carolina Coastal Federation: https://www.nccoast.org/wp-content/uploads/2021/08/Oyster-Blueprint-2021-2025-FINAL-web.pdf

North Carolina Coastal Federation. (2023, May 26). Oysters. Retrieved from North Carolina Coastal Federation: https://www.nccoast.org/protect-the-coast/oysters/

North Carolina Coastal Federation and North Carolina Sea Grant. (2023, July 18). Membership. Retrieved from NC Oyster Trail: https://ncoystertrail.org/membership/

North Carolina Division of Marine Fisheries. (2017, February). North Carolina Oyster Fishery Management Plan Amendment 4. Retrieved from North Carolina Department of Environmental Quality: https://www.deq.nc.gov/marine-fisheries/fisheries-management/oyster/oyster-fmp-amendment-4

UNC Kenan-Flagler Business School and NC Policy Collaboratory. (2018, May 17). Summary of Recommendations, North Carolina Oyster Trail and Oyster Festival. Retrieved from North Carolina General Assembly: https://webservices.ncleg.gov/ViewDocSiteFile/28091