Our Mission
Going Coastal, Inc. publishes the books, maps, and guides that open America’s urban coasts to the people who live beside them. We recover the natural, cultural, and maritime histories that cities were built on and communities have quietly depended on for generations. Our work spans guidebooks and investigative writing, cartography and education, literary programming and field research — all of it rooted in the conviction that coastal literacy is not a luxury. It is the foundation of stewardship. When people know their waterfront — its ecology, its history, its politics, its public access points — they protect it. That is what we are here to build.
The coast is a commons. We treat it like one.
Our Purpose
Going Coastal was founded in 2004 because the urban coast was being left out of the conversation. Conservation publishing served wilderness. Travel publishing served tourists. Nobody was doing serious, sustained work for the people living beside the most layered, most populated, most politically contested shorelines in America. We set out to fill that gap — through original research, independent publishing, and community programming that treats the waterfront as a commons, not an amenity. Twenty years and an EPA Award later, that purpose has not changed. It has only grown more urgent. The coasts are under pressure. The communities beside them deserve better than silence.
Our Story
We started Going Coastal for the love of water — and for the zone where water meets land, a place as ecologically vital as it is historically rich and legally complicated. Our founders came to the waterfront the way many New Yorkers do: by accident, then by devotion. What began as a guidebook became a publishing program. What began as a paddling map became a cartographic archive covering hundreds of miles of coastline. What began as a community cleanup became two decades of advocacy, education, field research, and literary programming reaching readers and coastal communities far beyond New York. The work has always been the same: find the coast, understand it, and give people the tools to reach it, know it, and defend it for the generations coming after us.
who we are
We accomplish our mission through educational, cultural and historical projects on behalf of the community at large, while we rely on numerous advisors who help guide our mission and shape our programs.
Barbara La Rocco, president
Barbara’s professional background includes expertise in corporate development, partnership marketing and community outreach programs. This experience was gained during the 20 years she spent in the event and entertainment industries, having been the director of sponsorship for the New York Racing Association and the TV Food Network, and director of Special Events, Public Relations and Marketing for high-end beach resorts and corporate conference centers. Barbara earned her BA degree from the University of Central Florida, where her accomplishments include organizing environmental cleanup campaigns for the degraded Weekiva Springs. Beyond this, Barbara initiated the Adopt-a-Highway program in the coastal community of Beaufort County and Hilton Head, SC. She is the recipient of the Disney Community Service, Keep America Beautiful, Pitch-In, and the EPA Environmental Quality Awards for her work on behalf of the environment. Barbara authored “Going Coastal NYC” and “A Maritime History of NY, epilogue”, as well as, several White Papers on Urban Waterfronts. Her journey serves as a testament to the transformative power of perseverance, innovation, and a genuine desire to make a difference. With her unwavering passion and dedication, Barbara continues to shape industries, empower communities, and leave a lasting legacy of positive impact.
Zhennya Slootskin, secretary/treasurer
Zhennya Slootskin is a cartographer and web designer who has created hundreds of maps detailing every mile of New York City coastline for the guidebook “Going Coastal NYC” and educational maps for boaters and paddlers. She is co‐founder of Going Coastal, Inc. Ms. Slootskin has a Masters Degree in Geography and Graduate Certification in Geospatial Information Systems (GIS) from City University of New York Hunter. Her undergraduate study was in economics at Franklin College, Switzerland, after which she spent 10 years as a financial analyst and equities trader on Wall Street. Like many New Yorkers, she was drawn to the waterfront after the events of 9/11 and she has been working to improve our coastal environment and quality of life for the future ever since. Zhennya received the Society of Women Geographers Fellowship “for women who know no boundaries” for her thesis on Portolan Charts, the world’s oldest navigation maps. In addition to her business ventures and philanthropic pursuits, Zhennya is an avid adventurer and lifelong learner. She embraces challenges, constantly seeking new experiences that push her outside of her comfort zone and broaden her horizons. Whether it’s exploring different cultures, learning Latin, engaging in outdoor activities, or immersing herself in creative pursuits, Zhennya approaches life with enthusiasm and an insatiable thirst for knowledge.
Gratitude to our Partners and sponsors
Reflecting upon two decades of achievements, we extend our heartfelt gratitude to all those with whom we’ve collaborated in partnership. Every stride we’ve made is a direct result of the backing we’ve received from numerous individuals, institutions, benefactors, community and business partners, as well as the organizations that have enriched our journey throughout the years. Please accept a big thank you this would not have been possible without your support.
BUY OUR STUFF
Going Coastal t-shirt
This t-shirt is everything you’ve dreamed of and more. It feels soft and lightweight, with the right amount of stretch. It’s comfortable and flattering for all. • 100% combed and ring-spun cotton (Heather colors contain polyester) • Fabric weight: 4.2
Going Coastal’s Mother Earth Tee – cherry
The 100% cotton unisex classic tee will help you land a more structured look. It sits nicely, maintains sharp lines around the edges, and goes perfectly with layered streetwear outfits. Plus, it’s extra trendy now! • 100% cotton • Sport
Going Coastal pocket t-shirt
Achieve the ultimate relaxed look with the unisex garment-dyed pocket t-shirt. The shirt’s made of 100% ring-spun cotton that’s super soft and breathable. The heavyweight material ensures a structured fit that will complement your casual and athletic outfits. Plus, it
Going Coastal Unisex Hoodie
Everyone needs a cozy go-to hoodie to curl up in, so go for one that’s soft, smooth, and stylish. It’s the perfect choice for cooler evenings! • 50% pre-shrunk cotton, 50% polyester • Fabric weight: 8.0 oz/yd² (271.25 g/m²) •
Going Coastal Eco Tote Bag
Say goodbye to plastic, and bag your goodies in this organic cotton tote bag. There’s more than enough room for groceries, books, and anything in between. • 100% certified organic cotton 3/1 twill • Fabric weight: 8 oz/yd² (272 g/m²)
Going Coastal Wine tumbler
What’s an outdoor party without a wine tumbler to keep a drink fresh and at just the right temperature? Forget breakable glasses—give this uniquely shaped wine tumbler a chance and have fun with friends without worry. • 12 oz (355