Project Overview

In 2016, University of Delaware’s Sustainable Coastal Communities Initiative (UD-SCCI) convened paddling industry and tourism stakeholders to create a regional paddling event called Delmarva Paddling Weekend. More than 25 separate paddling excursions featuring more than a half-dozen local outfitters and guides were scheduled. 

Subsequently, UD-SCCI continued to consult with paddling industry/paddling enthusiasts to explore other low-impact, recreational paddling activities in the area. One of the unique needs that surfaced was an opportunity to promote paddling in Delaware’s coastal resort area. The stretch of waters from Prime Hook National Wildlife Refuge to Fenwick Island, including Delaware’s Inland Bays, offers a multitude of fantastic day trips and extended excursions for beginners to advanced paddlers. The establishment of a number of local, outdoor adventure outfitters and paddling retailers in this same area has resulted in numerous opportunities for both residents and visitors to enjoy our local waterways. 

According to an ESRI study in 2015 that analyzed Sports and Leisure Market Potential for the Salisbury, MD-DE Metropolitan Statistical Area, which includes Delaware’s coastal resorts, the expected number of resident adults who participated in canoeing/kayaking on an annual basis was 20,159 with an annual growth rate of 6.9%. Capturing this target demographic and also promoting paddling activities to the millions of visitors to our coast each year can generate additional local economic and tourism growth in southern Delaware. 

Prior to this promotional venture, there was no cohesive, web-based and/or printed information readily available that devotes attention entirely to paddling Delaware’s coastal resort area. Production of an engaging website, a full-color brochure with map, and short promotional videos is essential to continuing the expansion of local paddling activities and associated sales. 

Salisbury, MD-DE Metropolitan Statistical Area 

Project Objectives 

Development of an effective strategy to promote paddling opportunities in Delaware’s coastal resort area can play a key role in creating a more resilient coastal economy that focuses on low-impact, tourism alternatives that protect natural resources, including water quality. While a range of information and resources is available from local outfitters/retailers that describe specific paddling activities, few have the necessary tools to feature the totality of experiences available to residents and tourists alike. 

Objectives of this project are to create an attractive, engaging user-friendly website; develop and print a brochure with detailed trails map, including access points; produce short, high-definition promotional videos that will be available online and for use by outfitters/retailers/tourism officials; and manage a campaign launch that highlights the new paddling materials. These objectives will help to: 

• Create an attractive and sustainable source of local paddling information
• Promote local paddling opportunities in Delaware’s coastal resort area
• Help paddling enthusiasts better plan for on-water excursions and connect them with other amenities to add value to their experience 
• Engage industry stakeholders in a collaborative effort to further market paddling 
• Identify other available resources to support implementation of the promotional campaign