August/September 2026 | Issue 3 | |
A message from Liz Mildenstein, VSMMD Executive Director | |
When I provide updates to our board of directors, I often use the phrase “what has me excited” to review upcoming engagements and projects that the organization is prioritizing. There is no doubt that our daily ‘to-dos’ and mid/long range plans typically bring work joy but there are a few current and upcoming projects that are filling my cup.
Oysters are for everyone: Marketing efforts to combat the decline in wild caught and harvested oyster demand.
Despite reports of healthy oyster populations across all oyster-producing states, demand for wild oysters declined last year. This downturn has placed significant financial strain on local watermen, who are already navigating rising operational costs, including increased fuel prices, vessel maintenance expenses, and more restrictive harvest allowances. These compounded pressures threaten the economic viability of many small, family-run operations. With that in mind, Visit St. Mary’s MD has been working closely with the St. Mary’s County Department of Economic Development to develop a marketing plan that highlights the distinct flavor of local oysters, their place in our culture, and the incredible women and men that fish our waters to bring them to our tables. Since early spring, our team has been gathering video, photos, and data, through on-site and on-the-water interviews with the restaurant owners, ecologists, and waterman responsible for the oyster economy in St. Mary’s County. What will result is a large-scale marketing campaign designed to increase sales and build consumer confidence in seafood in our area. Ready to learn more:
Updating the Tourism and Hospitality Master Plan (THMP):
In 2016, St. Mary’s County Government released the St. Mary’s County Tourism and Hospitality Master Plan (THMP), a guiding document designed to strengthen overnight tourism, destination development and identify areas of improvement, all to grow the economic impact of tourism in the region. The plan was built through collaboration, expertise, and input from the St. Mary’s County tourism community, providing a baseline of short-, mid- and long-term strategies to grow and improve our economy. Ten years and a lot of change later, it is time to update the master plan and ensure we are building on the success of our efforts and identifying new and existing areas of improvement. In the coming months, I will provide updates throughout the development process including opportunities for our members and other stakeholders to provide critical input. Stay tuned!
In closing, I want to take this public opportunity to thank our Operations Coordinator, Catherine Herbert, for her years of dedicated service to the Visit St. Mary’s MD mission and in all her efforts in the hospitality industry. She is departing in October. It is because of her that our accounts are balanced, invoices are paid, audits are complete, and all of our efforts are efficient and accurate. Although she will be greatly missed, we are thrilled to see her thrive in her next adventure.
| | | | Marketing & Funding Resources | | Southern Maryland National Heritage Area Seed Grant Program | |
Deadline to submit: Oct 2, 2026
Application
Application instructions & guidelines
Southern Maryland National Heritage Area's (SMNHA) Seed Grant program is designed to further the mission “to enhance the economic activity of Southern Maryland through combining quality heritage tourism and small business development with preservation, cultural & natural resource conservation and education” by assisting heritage sites and organizations within the heritage area to develop innovative programs, exhibits, tours, events and other initiatives, and to foster collaborative heritage partnerships and enhanced heritage tourism. The Seed Grant is named “seed” in recognition that from this grant opportunity, even bigger opportunities may grow.
Examples of programs and events that comprise eligible projects include heritage tours, public programs, brochures, speakers, reenactments, oral histories, culinary or other types of cultural events, period music, crafts and other types of period demonstrations, and web enhancements.
Eligibility: Non-profit organizations and local jurisdictions within the borders of the SMNHA (St. Mary's, Charles, Calvert and portions of Prince George's) are eligible to apply. Individuals with proposals fitting the above guidelines may apply in partnership with non-profit organizations. Grants are awarded up to $5,000, with a match requirement, and will be made available at project start.
Criteria for grant awards:
- Enhance heritage tourism or provide educational opportunity
- Include collaborative heritage partnership if possible
- Leverage other non-state funding, if possible
- Demonstrated ability of applicant to initiate, administer and complete project within proposed timeframe and budget
Questions? Contact: lwalker@tccsmd.org
| |  | Fiscal Year 2027 Marketing & Sponsorship Program | |
Application Deadline: Rolling throughout Fiscal Year (FY) 2027 (July 1, 2026 - June 30, 2027)
VSMMD sponsored and/or provided marketing resources for 15 different events and promotions in St. Mary's County in FY26 and we are on pace to provide more in FY27. Let VSMMD help you ahead of your event with sponsorship and marketing support. Recent VSMMD-sponsored events include:
The Marketing and Sponsorship Program supports event planners, entrepreneurs, promoters, and other tourism partners by providing financial and marketing resources. Since July 1 (the start of the fiscal year), Visit St. Mary's MD has already awarded eight marketing and/or sponsorship opportunities to its partners.
To learn more, click here.
| VSMMD worked closely with Maryland International Raceway and the National Hot Rod Association to promote the Potomac Nationals. | | | Upcoming Professional Development Opportunities | | Rescheduled! Southern Maryland Tourism Marketing Series | | |
Maximizing Social Media for Your Business
Date: September 11th from 12:00-1:30 pm
Join Live or View the Recording
Join VSMMD, Visit Calvert County and Explore Charles County for the inaugural SOMD Tourism Marketing Series event!
Hear from tourism marketing experts to learn how to get the most out of your social media efforts. Alyssa Reeves from Visit St. Mary's MD will explain why social media marketing is critical for your business, showcase best practices for content planning, and review case studies of implementing strategies into practice.
This is a free event, but registration is required: Southern Maryland Tourism Marketing Series | St. Mary's County MD Tourism
More about the program: The Southern Maryland Tourism Marketing Series connects tourism and hospitality businesses (and their marketers) in Southern Maryland through workshops/sessions and networking.
The goal of this program is to connect businesses, organizations, and freelancers through lectures by tourism marketers and networking opportunities. Tourism professionals, fellow small business owners, and other marketing speakers, will focus on best practices for marketing ranging from social media, paid advertising, events, influencers, and more.
Can't make it but interested? Fill out this survey to help determine future programming: Southern Maryland Tourism Marketing Series Feedback Survey
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This annual event brings together recreation enthusiasts, leaders, and business owners to network, collaborate, learn, and enjoy the outdoors together. Over a few days, attendees will bolster existing relationships and build new connections with partners from around the state.
- Network with 200+ recreationists, land managers, tourism professionals, business owners, entrepreneurs, community leaders, and advocates from across the state
- Participate in engaging sessions and conversations about the benefits of outdoor recreation to stewardship, community-building, health, and the economy in Maryland
- Hear from inspiring keynote speakers and leaders in the Outdoor Recreation field
- Get outside and bond with fellow attendees while exploring the diverse recreational opportunities available on the Eastern Shore through the Outdoor Rec Trek and Outdoor Excursions
Brought to you by Maryland Department of Natural Resources and Maryland Office of Tourism. Learn more: 2026 MD Outdoor Recreation Summit
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Maryland Tourism and Travel Summit: November 18-20, 2026, at the Baltimore Convention Center | | |
The Maryland Travel & Tourism Summit (MTTS), hosted by the Maryland Tourism Coalition (MTC), brings together leaders from across the hospitality and tourism industry. This event convenes business and public sector professionals to connect, collaborate, and gain valuable insights that help drive Maryland’s tourism economy forward.
Each year, MTTS welcomes more than 300 attendees for keynote and breakout sessions focused on industry trends and professional development, the Maryland Tourism Coalition Annual Meeting, the MTTS Awards Banquet, and a signature off-site Welcome Reception.
This year marks 45th anniversary of the Summit, celebrating decades of partnership and progress in collaboration with the Maryland Office of Tourism, industry associations, and dedicated volunteers.
To register or learn more: Maryland Tourism & Travel Summit | Maryland Tourism Coalition
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Join our Team - VSMMD is Hiring
Visit St Mary's MD is looking for an Operations & Sales Coordinator to join our team and help strengthen the regional tourism economy.
This is a unique opportunity for someone who enjoys both the behind-the-scenes work of non-profit operations and finance + the relationship building side of destination and group travel development. Join our team of strategic thinkers and innovative marketers; we are passionate about visitor experience and the success of this county’s tourism economy.
If you're organized, collaborative, financially savvy and passionate about helping people discover St. Mary's County, we would love to hear from you!
Learn more and apply here.
*Pictured: Alyssa Reeves (left) and Liz Mildenstein (right), members of the VSMMD team.
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Meet Laschelle McKay, Leonardtown Administrator & VSMMD Board Treasurer
My name is Laschelle McKay and I have been in this community since moving to St. Mary’s County from my home in West Virginia in 1987, where I began working at the First National Bank of St. Mary’s until 2000. I learned to love this community and made many longtime friends working in customer service and managing the local branch in Hollywood. I married my husband Thomas McKay in 2009 and came to love helping him in his family businesses, furthering my love for this community.
In May of 2000 I accepted the Town Administrator position for the only municipality in St. Mary’s County, Leonardtown. I have been a small business advocate for the last 26 years helping to revitalize the downtown and making the County seat a thriving community once again. Leonardtown has since become an important hub to our local economy and St. Mary’s tourism industry. Tourism is vitally important to this community’s effort to diversify its economy and our dependence on the Naval Air Station.
With the planned 400-acre Tudor Hall Village waterfront community beginning to go through the approval process this fall, along with many other planned initiatives, the future of tourism is bright. Within the Tudor Hall Village plan, in addition to multiple housing types, there is a boutique hotel and conference center, amphitheater, nearly 3-mile waterfront trail and several planned passive public parks.
I was invited to join the Visit St. Mary’s Board in March of 2019 after previously serving on the Tourism and Hospitality Masterplan committee. This Board gave me another opportunity to link amazing organizations working together for the betterment of all of St. Mary’s residents and businesses. So much more can be done when we all work together and I have the incredible opportunity to work closely in the joint efforts of many organizations like Visit St. Mary’s, Leonardtown Business Association, St. Mary’s County Economic Development, The St. Mary’s County Chamber of Commerce, St. Mary’s Arts Council and many others doing amazing things for our great community.
Interested in joining the VSMMD Board of Directors? Contact Liz Mildenstein.
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Event Spotlight: 60th Annual U.S. Oyster Festival in Leonardtown, Maryland
For 60 years, this beloved two-day festival celebrating the best of Southern Maryland and America’s oyster culture culminates in the National Oyster Shucking Championship, where top shuckers from across the nation compete for the title of US National Champion and the opportunity to represent our country in the World Oyster Opening Championships in Galway, Ireland.
But did you know that funding raised by the Rotary Club of Lexington Park during the festival are invested back into the community?
Watch as contestants go head-to-head in the weekend's main event, the shucking competition. Plus, enjoy live music, artisan vendors, and loads of family-friendly fun all weekend long!
Purchase tickets
Be a Sponsor
Be a Vendor
| | | | Be a Tourist in Your Own Backyard | |
| | Plan your own fall staycation, weekend, or weeklong getaway on the VSMMD website. From a robust calendar of events, itineraries and attraction business listings, our website makes trip planning simple. Or get inspiration from our social media accounts, we post weekly "things-to-do" and special event reels. | | | | | | |
