2 min read July 2023 — Whitewater is an outdoor lifestyle brand and experience company that creates engagement through recreation, fitness, hospitality, and events. Invest: talked to President and CEO Jeff Wise about Whitewater’s work to promote engagement with the active lifestyle, how Charlotte has come into its own in recent years and why, even in the pandemic, Whitewater was able to thrive.
How is the tourism sector in Charlotte doing today?
Compared to other markets, Charlotte has become a significant player. It is a top performer in getting the attention of the broader marketplace. Back in the day, Charlotte was not as well-known and there was no reason to visit. There have been some big changes over the last few years. Charlotte is now much more of a hub and a major city with a larger population. It’s a bigger player in hospitality and tourism because it’s an interesting place to be in its own right as well as a great jumping-off point to other top destinations.
As the city grows, what advice would you give someone looking to start a business or invest in the area?
One of Charlotte’s greatest advantages is that it’s not dominated by any one market sector. It’s not overly youthful or overly aged or leaning toward any particular demographic. There’s a great deal of representation across all market sectors and there is not one demographic dominating the market.
How do you inspire people and keep them coming in?
We are not focused on any one activity but instead try to inspire people and make it easier for them to simply engage. We had 1.3 million visitors at the Whitewater Center in Charlotte last year and only about 200,000 went whitewater rafting. Most guests are doing other things like walking around the river and having a beer. Some are doing trail runs or mountain biking or climbing. We’re a destination within the market for getting people outside. We are a public open space. The whole idea is to be more accessible, that’s a key component to our popularity. There’s a reason we do music: we want people to come and they might come thinking they are going to have a burger and listen to music but then get inspired by the bikers or climbers they see. We want our visitors to see and touch and feel the place. For example, we do a lot of free yoga because it attracts people and they feed off each other’s energy.
How have visitor levels changed recently, if at all?
We were one of the few alternatives available to people during COVID, so as soon as the county allowed things to open, people came. We are mostly outside with our engagement so during COVID especially, people felt safe. One of our best years was 2021 because there wasn’t a lot of competition as other alternatives weren’t available. Our competitors aren’t other whitewater centers, it’s other kinds of leisure such as movies, golf, etc.
Where do you see Charlotte’s tourism industry heading in the next three or four years?
Charlotte as a city has finally figured out its identity. It used to have an inferiority complex and struggled to find its branding. But now, it is comfortable with not being tied to one thing. I think great cities aren’t defined by one thing; they should inspire interest on multiple levels. By having many varied elements, Charlotte is more compelling, and so I think we will see the growth of interest. Business and family bring people here and we have a great airport which inherently draws visitors. Based on the active lifestyle so present here and the energy that makes this place buzz, Charlotte has more of an identity as a cool city. The Whitewater Center simply wants to be a compelling opportunity for people here to experience a lifestyle you won’t see anywhere else in the world.
An active and engaged population is healthier and more capable of dealing with things like COVID. We are living a healthy, balanced, active lifestyle and Charlotte is in a position to take advantage of that with access to the beach, mountains and youthful culture.
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