TravelAbility Insider

The Intersection of Travel and Disability

Family Travel

Accessibility Champion: Stuart Butler

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Chief Marketing Officer, Visit Myrtle Beach

Head shot of Stuart Butler

“We work closely with organizations representing individuals with disabilities to ensure that our efforts align with their expectations.”

Note: This interview is part of an ongoing series featuring interviews with 24 Champions of Accessibility for 2024 selected and celebrated by TravelAbility.

Q: When did you begin focusing on accessibility in your destination and what was the impetus for wanting to make your destination more accessible?

A: Since joining the Visit Myrtle Beach team in 2021, accessibility has been at the forefront of our plans. We recognized the importance of inclusivity in tourism. The impetus for our commitment to accessibility was driven by the desire to ensure that everyone, regardless of their physical abilities, can fully enjoy the natural beauty and hospitality that Myrtle Beach has to offer. We believe that accessible tourism is not just a legal requirement but also a moral obligation, and it aligns with our core values of providing exceptional experiences to all visitors.

Prior to my arrival at VMB, the destination had already done a lot of great work around accessibility, with a significant effort towards sensory-friendly travel. We were the first destination in the country to be sensory-friendly certified, and many of our local businesses have undertaken rigorous training by the Champion Autism Network. Armed with this foundation, and a passion to increase the number of families traveling with neuro-diverse children, we have launched several initiatives to help provide resources and tools for those who may benefit from them.

Q: What are your main responsibilities and tasks in your organization?

As the Chief Marketing Officer (CMO) for Visit Myrtle Beach, my main responsibilities include overseeing the development and execution of marketing strategies to promote the Myrtle Beach area as a premier tourist destination. This involves managing a team of marketing professionals, coordinating advertising campaigns, working with industry partners, and continually evaluating the effectiveness of our marketing efforts. Additionally, I am actively involved in initiatives related to accessibility, ensuring that accessibility is integrated into our marketing strategies and that our destination is welcoming to all. We recently developed the initiative “The Beach is for everyBODY”, which serves as the hub for our accessibility efforts.

Pull quote: "We're very excited about the launch of our all-new 6-part TV series, Traveling the Spectrum."

Q: Aside from budget, what are the most difficult obstacles or barriers that you face regarding the advancement of accessibility in your destination? What initiatives have you undertaken to improve accessibility in your destination, and which are you most proud of?

Beyond budget constraints, one of the most challenging obstacles we face is raising awareness and changing perceptions about accessibility. Many people still underestimate the importance of accessible tourism or have misconceptions about what it entails. Overcoming these preconceived notions and encouraging businesses and stakeholders to invest in accessibility measures can be a significant challenge. Additionally, ensuring consistent compliance and guest experience with accessibility standards and providing ongoing training for staff is a continual effort.

4. What initiatives have you undertaken to improve accessibility in your destination, and which are you most proud of?

We have undertaken several initiatives to improve accessibility in Myrtle Beach. Some of the initiatives we are most proud of include:

  • .Accessible Beach Access Points: We have added ramps and mats to improve beach access for wheelchair users and others with mobility challenges.
  • Accessible Attractions, Restaurants, and Accommodations: Collaborating with local businesses to ensure they have accessible seating, pathways, and signage.
  • Accessibility Training: Conducting regular sessions for hospitality and tourism industry professionals to raise awareness about accessibility requirements and best practices.
  • Accessible Information: Developing and providing information through our website, including tips about accessible accommodations, transportation, and activities.
  • Community Engagement: Working closely with advocacy groups and organizations representing individuals with disabilities to gather feedback and ensure that our efforts align with their needs and expectations.

Q: Who do you follow? Name an organization/company/individual you look to for ideas or inspiration.   

We draw inspiration from a variety of sources, but one organization that has consistently provided valuable insights and inspiration in the field of accessible tourism is TravelAbility. They have a vibrant community and provide resources, playbooks, and real-world examples of successful destinations and businesses that have embraced accessibility.

Another inspirational organization is Champion Autism Network (CAN). Their programs such as the CAN-card and the Autism Travel Club are helping thousands of neuro-diverse families enjoy the numerous benefits of travel.

Q: What are your plans around accessibility in 2024?

In 2024, we are committed to furthering our accessibility initiatives in Visit Myrtle Beach. Our plans include:

  • Expanding Accessible Infrastructure—at popular tourist attractions as well trails, facilities, and beach access points
  • Enhancing Digital Accessibility—ensuring that our website and mobile apps meet the highest standards
  • Collaboration and Advocacy—to foster a culture of accessibility in the community
  • Accessible Events—working closely with event organizers 
  • Visitor Education—awareness campaigns to educate visitors about our accessibility features 

Visit Myrtle Beach is also very proud to introduce two innovative initiatives aimed at promoting neuro-diverse travel experiences:

  • “Splish Splash, Squark!: Finding Joy in a Sensory-Friendly Vacation” Children’s Book: This delightful book follows a series of neuro-diverse children as they embark on a journey to Myrtle Beach. Through their adventures, readers will witness these remarkable characters facing and overcoming challenges while experiencing the joys of a sensory-friendly vacation. 
  • “Traveling the Spectrum” TV Series: Another exciting initiative for 2024 is the launch of our all-new 6-part TV series, “Traveling the Spectrum.” This groundbreaking series invites viewers to join the journey of three autism families as they take a family vacation to Myrtle Beach. The series explores the challenges and triumphs of neuro-diverse travel, showcasing the welcoming and inclusive environment that Myrtle Beach offers.

These initiatives underscore Visit Myrtle Beach’s dedication to fostering a diverse and inclusive travel environment, where everyone, regardless of their neuro-diversity, can embark on unforgettable journeys and discover the magic of Myrtle Beach.

TravelAbility Community Members Who Shined Bright

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Recognitions and updates from our partners in the field

Events

A photo from the Rose Parade of a dancer dressed as a three-headed red rose

Visit Lauderdale turns an industry lunch into a full-scale production

“We unveiled a dynamic new marketing plan for the year, a blossoming bouquet of innovative ideas and strategies that promise to dazzle and embrace.”

People

A collage of head shots of Alvaro Silberstein; Cory Lee, Suzanne Edwards, and Sylvia Longmire

Condé Nast Traveler Names 14 People Making Travel More Accessible in 2024

The list includes several current and former advisors to TravelAbility: Alvaro Silberstein of Wheel the World; Cory Lee of CurbFree with Cory Lee; Suzanne Edwards of AirBnB; and Sylvia Longmire of Spin the Globe

Head shot of Josh Loebner

Interview with longtime TravelAbility advisor Josh Loebner on inclusive design

Community/DMOs

A small boy using a wheelchair next to a man who is pointing out a mural of a dog's face on a city building

BBC features Fort Wayne as a model of accessibility

16 Michigan DMOs win accessibility grants

Visit Huntington Beach takes a field trip to Visit Mesa

Air Time for Autism Expert Alan Day on “Good Morning America”

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Two men wearing Autism Flies T-shirts stand at the entrance to an airplane. Alan Day, one of the men, talks on the airplane's phone.

TraveAbility Advisory Board Member Alan Day, a former travel agent who has an autistic son, continues to raise awareness of the challenges facing travelers on the spectrum. Day co-founded Autism Double-Checked to educate airlines, hotels and other travel businesses on ways to remove  or reduce the obstacles confronting autistic travelers. 

In addition to identifying the obstacles, Autism Double-Checked is creating innovative solutions, such as a practice run for getting through security at Bradley Airport in Connecticut as featured in a recent spot on ABC News and Good Morning America. The program is designed to help young flyers on the spectrum get more accustomed to the protocols at their own pace.

“They’re going to come in. They’re going to check in. They will get a gate pass just like a boarding pass for a real flight that will go through an actual TSA line. They will have to be screened, go through the metal detector, then they’ll come to the gate, they’ll wait at the gate and they will be called,” Day said. Read more

Related Video:  Easterseals launched a campaign in December calling for improvements in air travel for individuals with disabilities. The story includes a good video interview with Easterseals President and CEO, Kendra Davenport (scroll down the page to the extended interview; it’s about 11 minutes long.)

TravelAbility TakeAway: Alan Day and Autism Double-Check are doing an amazing job drawing attention to the challenges facing travelers with autism and to innovative solutions. The TSA practice run isn’t just good TV, it’s an excellent resource for families with children on the spectrum.

Oregon Coast Scores $1.1 Million in Grants for Accessibility

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Historical photo in sepia tones of an older Black man playing a violin

As we reported in last month’s Insider, Travel Oregon has awarded $3.6 million in competitive grants to DMOs, attractions, and cities for inclusion and accessibility projects. Of that total, more than $1 million will go to Oregon Coast organizations. 

The scope and diversity of the funded projects is vast. Travelers with disabilities will gain both new and improved access to a wide range of natural, recreational, and historic sites. The grants will also fund accessibility studies by Wheel the World in two regions along the coast. Read more.

TravelAbility TakeAway: If you want to see the impact that all of you are making through your participation in TravelAbility, take a trip to Oregon. Travel Oregon, which sent more than 30 staff members to the Savannah summit, is putting into practice ideas and partnerships they’ve developed through active engagement with the network. It’s inspiring to see an ambitious program implemented state-wide.

Make Your Parades More Accessible with a “Sensory Block”

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Woman standing near home plate of a baseball field, smiling into the camera

In her 15 years working for the Midlands Michigan Parks and Recreation, Marcie Post has left her mark all over the city. And that mark has been an A for Accessibility as the first priority.

Post serves on several boards and advocates for inclusion at every turn. Last year she led the construction of Miracle Field, a soft-surfaced baseball diamond for athletes with disabilities. And when she was recently offered the role of Grand Marshal of the Midland Santa Parade, she saw it as more than a ceremonial role. She introduced the idea of a sensory-free zone along the parade route.

“We’re asking the people in the parade to not play their instrument or not flash their lights or not honk their horns for one block, totally doable,” says Post. “By doing that, it now creates that inclusive environment. It’s a no-brainer.”

The parade organizers, Nicki and Steve Smith, said they selected Post as grand marshal because of her dedication to the community and her leadership on inclusion.

“She is a wonderful asset to the community,” Nicki said. “She saw a need and she acted on it. And she brought others along with her.” Read more.

TravelAbility TakeAway: It’s wonderful to see champions of accessibility recognized for their contributions to the community. And rather than simply accepting the honorary role of parade grand marshal, Marcie Post saw it as another opportunity to make life a little more enjoyable and equitable for individuals with disabilities.