Introducing Durham Next
Durham Next’s overarching goal is overseeing the ongoing implementation of the Destination Master Plan (DMP). For projects the organization is leading in the community, Durham Next’s role will include defining project requirements, incorporating community and stakeholder input, conducting feasibility analyses, overseeing design and rendering work, assembling public-private partnerships, researching and defining options for project funding and either overseeing full project execution or ensuring a smooth handoff to others who’ll have responsibility for project completion. Durham Next may also support adjacent projects being led by our partners across the county, including through matching grants to help nonprofits and other institutions seeking to complete projects that are aligned with Durham Next’s mission.
Durham Next is a 501(c)(3) operated by Discover Durham, the county’s destination marketing organization. Discover Durham’s board of directors, the Tourism Development Authority board, oversees the allocation of occupancy tax-generated funds, a portion of which will be used to pursue projects in the community that serve to build Durham’s attractiveness as a visitor destination. Durham Next will also be funded through state and federal grants and corporate, institutional and individual donations.
Occupancy tax is a fee paid by visitors when they stay in hotels, Bed and Breakfast venues or short term rental properties in Durham County. State legislation caps the total amount that can be collected in most destinations at six percent and outlines specific guidelines to articulate how the funds can be spent. The use of this funding is limited to marketing Durham as a destination to attract visitors and supporting projects that enhance Durham as a visitor destination.
North Carolina has uniform occupancy tax guidelines, published in 1997, for how the tax is allowed to be used by the 185 counties and municipalities in the state that collect it. The guidelines specify that local governments can assess up to 6% on the cost of lodging (with a special-case exception for Mecklenberg County); two thirds must be spent on promoting the destination to potential visitors and one third can be used for activities that build visitor volume, including developing new attractions, facilities and venues. Durham’s distribution and use of occupancy tax funds had been grandfathered into a different arrangement in place before the uniform guidelines were written, and so was uncompetitive with other communities in being able to generate funding for investment in these “quality of life” assets. The state legislation passed in 2024 allowed Durham to modify its distribution to address this issue, and the change will roll in gradually from July 2025 to July 2028.
Durham’s 13 million visitors in 2023 spent $1.1B in Durham. That spending generates revenue for local businesses – restaurants, hotels, sports facilities, entertainment venues, transportation companies, and more – supports over 7500 jobs in hospitality, and generates $78M in tax revenues. That level of visitor spending fuels an improved quality of life for Durham residents by supporting more locally based businesses and amenities than residents alone could, and generating tax revenue that supports local government services, offsetting $800 per year in taxes each household would otherwise have to pay to enjoy the same level of services.
Durham Next is intentionally defined as a “community partnership,” reflecting how important it will be for organizations and individuals to come together in a spirit of collaboration to develop priorities for Durham’s evolution and advancement and work to accomplish common goals. Several strategies will help achieve this ideal: members of the Durham Next Board represent many of the organizations that are responsible for long-term planning. Durham Next also has a Community Advisory Council made up of people who live, work and/or attend school in Durham, representing a broad array of communities and groups to guide the designs of DMP initiatives – many involved with the development of other concurrent plans. Lastly, Durham Next will work closely with City and County staff and elected leaders to ensure alignment with their plans, as well.
Both Durham’s City and County governments supported the creation of the Destination Master Plan, were represented on its steering committee and approved the 20-year vision and plan. City and County leaders also supported the 2024 legislation that authorized redistribution of hotel occupancy tax and Discover Durham’s expanded role in stewarding DMP projects. City and County staff are also represented on Durham Next’s Board of Directors. Similarly, many of the projects involved in the plan will call for project teams that include representatives from city and county government departments to ensure alignment and the ability to complete the projects.
Durham Next’s overarching goal is overseeing the ongoing implementation of the Destination Master Plan. Check out our Project Tracker to see ongoing projects across Durham County that Durham Next is either pursuing or supporting. There you can learn more about our priority projects, see where progress stands and access additional resource information. Over the long term, we’ll also be able to measure success based on the usage rates of new features by residents and visitors and, in many cases, the associated economic impact.
Discover Durham is the community’s globally accredited destination marketing organization, telling Durham, North Carolina’s story to attract visitors and drive economic progress. Discover Durham strategically markets the community to millions of people each year, helping to fuel sales at local businesses, create jobs, generate tax revenue and enhance the quality of life for locals. Discover Durham manages and operates Durham Next and the Durham Sports Commission.
The Durham Next Board helps to shape the implementation of Durham’s vision for the future by providing strategic leadership for the organization’s work advancing Durham as the best place to live, work and visit. The Board is generally comprised of 15-22 influential community members chosen for their experience, perspective and ability to help forge partnerships that will further Durham Next’s mission and transformative community initiatives. Board members serve up to two three-year terms, on a staggered basis. Learn more about the Durham Next Board here.
The Community Advisory Council (CAC) was formed to represent the diversity of constituencies, perspectives and interests across the Durham community, honoring Durham’s history and its people. The current 33 members have been selected to serve two-year renewable terms. Through four meetings each year and additional emailed information and questionnaires, the CAC advises Durham Next project teams on how to harness collective benefit, engage Durham residents, reflect community values and ignite forward progress for projects that are already in motion, managed or supported by Durham Next. Learn more about the CAC here.
Project Teams are formed to oversee and implement each major initiative, which often require multiple years to plan and execute. These Project Teams will typically include six to ten members representing Durham Next staff, Board members, project partners and other community members as needed to provide the experience and expertise important to each initiative’s success.
If you are interested in learning more about Durham Next, looking to inquire about grants, want to donate or have any additional questions, please reach out to us at info@durhamnext.org.
Both Durham’s City and County governments supported the creation of the Destination Master Plan, were represented on its steering committee and approved the 20-year vision and plan. City and County leaders also supported the 2024 legislation that authorized redistribution of hotel occupancy tax and Discover Durham’s expanded role in stewarding DMP projects. City and County staff are also represented on Durham Next’s Board of Directors. Similarly, many of the projects involved in the plan will call for project teams that include representatives from city and county government departments to ensure alignment and the ability to complete the projects.