North Shore, Louisiana
A Community Impact Story
The Northshore is for Everyone: A Community Program to Cultivate Belonging
Social Impact Framework: Welcoming and Belonging
What was the issue you were trying to address?
We set out to address the need for greater hospitality within our local business community. We wanted to ensure that all individuals could feel respected, valued, and welcomed in the Northshore. Through this initiative, our staff aimed to champion hospitality and cultivate a more cohesive, supportive atmosphere for residents, visitors, and industry partners alike. We believe that the spirit of hospitality should reflect both tradition and intention, making space for everyone to feel a sense of belonging here.
What were the stated objectives of this initiative?
We crafted an initiative, Every Wave Welcome, to ensure partners in hospitality. Our goals were clear and rooted in the values we strive to uphold as a destination marketing organization. We wanted to strengthen our culture: elevating our Southern hospitality with a modern lens that proudly celebrates the people who live in and visit the Northshore.
What were the specific metrics you used to measure the success of your efforts?
To understand the impact of Every Wave Welcome, we tracked both quantitative and qualitative indicators. We monitored how many local businesses and partners adopted the program, including those who displayed the Every Wave Welcome sticker in their storefronts. On social media, we followed engagement trends, including likes, shares, comments, and reach, to gauge how the message resonated with broader audiences.
Equally important were the stories and sentiments shared by our partners and community members. Internally, we reflected on how the initiative influenced our own team’s awareness, language, and practices.
What were the specific outcomes and results of your efforts?
We saw encouraging results from early on. Every Wave Welcome stickers and messaging became more visible across the community, signaling to both locals and visitors that belonging matters here. This visibility was matched by genuine engagement. The program strengthened our relationships with local partners, helping to build a shared sense of purpose rooted in hospitality and respect.
We also noticed a shift in awareness among our industry peers. By framing impact as part of excellent customer service and destination appeal, we were able to make the case that this work is good for business. Our destination began to be seen as a place where people are welcomed and celebrated, reinforcing our long-term tourism goals and deepening our role as a community connector. As we often say, the Northshore is for Everyone.
What other best practices or key lessons can you share?
One of the most important lessons we learned was that small steps can lead to meaningful change. Offering a simple, visible action like displaying the Every Wave Welcome sticker helped lower the barrier to entry and encouraged participation across the community. Businesses didn’t need to overhaul their operations to take part; they just needed a clear, consistent message they could stand behind.
We’ve also found that clarity and collaboration are critical. Keeping the message simple made it easier for partners to get on board, while working alongside others who share our values helped expand the reach and credibility of the initiative. Perhaps most importantly, we stayed flexible. We welcomed feedback and adjusted along the way, which helped the program remain relevant and accessible.
At its core, this initiative reminded us that small gestures can have a ripple effect that strengthens the entire community. Impact efforts don’t always have to be grand. Sometimes, it starts with just saying: you’re welcome here and meaning it.
Katie Guasco, a Louisiana native, serves as the Chief Marketing Officer of Visit The Northshore, the destination marketing organization for St. Tammany Parish. With 19 years of experience in destination marketing, she began her career at Visit Baton Rouge and progressed through leadership roles before becoming Vice President of Advertising at Hoffman Media, where she set the company’s highest sales records. An award-winning marketing professional and a Certified Destination Management Executive (CDME), Katie is known for her expertise in branding, strategic planning, and partnerships. She holds a Bachelor of Science in Marketing and a Master of Public Administration from LSU.
Roberta Carrow-Jackson is the Multimedia Content Manager for Visit The Northshore, where she oversees digital content strategy, manages VisitTheNorthshore.com, and produces the All The Waves podcast. She coordinates marketing and editorial efforts, including the award-winning The Northshore visitor guide and guest blogger program, and leads initiatives such as the Community Murals project and Every Wave Welcome allyship campaign. As Film Commissioner, she serves as liaison to the film industry, handling permitting, location scouting, and economic tracking. With a background in arts and local government, Roberta fosters strong partnerships across tourism, creative, and civic sectors to promote St. Tammany Parish as a dynamic destination.
Zondra White Jones is the Senior Sales Manager at Visit the Northshore, where she’s championed group sales and community inclusion since 2006. A proud third-generation Mandeville native, she leads the “Every Wave Welcome” allyship initiative and chairs the organization’s DEI Committee, working to make St. Tammany Parish a welcoming destination for all. Zondra serves on the SGMP National Board of Directors, chairing both the JLM and SGMP Cares committees. She’s also a board member of LSAE and serves on the Louisiana Travel Association's DEI Committee. A performer, podcast co-host for "All The Waves", and passionate advocate for belonging, Zondra believes tourism can unite communities and drive lasting, positive change.