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BENNISH BROWN
President/CEO
Destination Augusta
A LETTER FROM THE PRESIDENT
A Y E A R O F I M P A C T & C O L L A B O R A T I O N
2024 was a year of remarkable achievements for Destination Augusta Through innovative initiatives, collaborative partnerships, and community engagement, we solidified our position as a key driver of Augusta’s economic and cultural growth Tourism’s impact on our region was significant, with $854 million in visitor spending and 26,400 jobs supported, making it the 5th largest industry in our community These successes highlight the collective efforts of our Board, industry partners, and the Destination Augusta team in positioning Augusta as a premier destination for visitors and locals alike
Our commitment to community engagement shone brightly in 2024 The inaugural Augusta Coffee Trail drew 1,637 participants to explore 11 locally owned coffee shops, fostering local connections and driving economic activity. Additionally, our reimagined hospitality training programs provided tailored, on-site workshops and online modules to equip front-line workers with the skills needed to deliver exceptional guest experiences. These efforts will expand further in 2025 with the launch of a digital pass offering Augusta experts complimentary access to local attractions.
Film Augusta played a vital role in showcasing our city on the global stage, collaborating at major film industry events and supporting local productions, such as Mister Sleep Meanwhile, the Augusta State of Tourism event celebrated the resilience and innovation driving our success Leaders and stakeholders gathered to honor tourism’s economic impact and recognize outstanding contributions to Augusta’s growth
Our Group Business Development team elevated Augusta’s profile nationally and locally, securing future bookings through participation in major tradeshows and leveraging partnerships within Augusta’s medical industry. These efforts contributed to an economic impact of over $6.5 million and drew more than 56,000 attendees to Augusta in 2024. Similarly, the Augusta & Co. Experience Center celebrated five years of connecting visitors with Augusta’s creativity, welcoming over 24,000 visitors and supporting more than 60 local vendors and artists.
Innovation in destination development was another highlight, with the announcement of an urban outdoor adventure attraction coming to the Riverwalk in 2025 This project, featuring ziplining, rock climbing, and more, will enhance Augusta’s appeal as a hub for outdoor recreation
Destination Augusta’s marketing efforts reached new heights in 2024, with a 17 1% growth in social media followers and a 22 47% increase in digital engagement Strategic campaigns, influencer partnerships, and collaborations with local businesses highlighted Augusta’s rich history, culinary scene, and cultural offerings
As we celebrate these accomplishments, we invite you to watch our State of Tourism video This inspiring film captures how our city comes together as a destination to make a positive impact for those who live, work, and play in Augusta
Watch the video here: 2024 Augusta State of Tourism
Looking ahead, Destination Augusta remains committed to fostering tourism growth, supporting our community, and creating unforgettable experiences. Together, we are shaping Augusta’s future as a thriving and welcoming destination.
Yours in progress,
Bennish Brown President & CEO
2024 2024 GOALS & GOALS & PRIORITIES PRIORITIES
Implement initiatives that engage visitors and enhance their overall experience
Collaborate with stakeholders and foster a unified approach to destination development and promotion
Utilize innovative marketing to position Augusta as a unique and attractive destination
Employ data driven decision-making tactics, ensuring effective campaigns and resource allocation
2024 MARKETING REPORT
MARKETING SPOTLIGHT: ENGAGING AUDIENCES AND AMPLIFYING AUGUSTA’S APPEAL
The Destination Augusta Marketing Team had a dynamic 2024, leveraging creative content, strategic partnerships, and a fresh team perspective to enhance tourism and community engagement. Below are key highlights from our marketing, digital media, and public relations initiatives.
NEW LEADERSHIP AND STRATEGIC VISION
With the addition of Chief Marketing Officer Karen Lee Davis and Marketing Manager Cassidy Veach, the marketing team elevated its focus on bridging leisure and group travel strategies. Their leadership enabled greater synergy between storytelling, events, and targeted campaigns to amplify Augusta’s appeal
MEMORABLE MEDIA AND INFLUENCER CAMPAIGNS
Spring storytelling, including Masters Week content, showcased Augusta’s year-round appeal Collaborations with influencers like Main Street Backroads resulted in a viral reel with 3 1M views, while Georgia Foodies spotlighted Augusta’s culinary gems. Social media reached 6.1M impressions in 2024, bolstered by strategic campaigns and authentic influencer partnerships.
KARENLEEDAVIS CHIEF MARKETING OFFICER
BLACK HISTORY MONTH SUCCESS
In February, Augusta’s rich Black heritage took center stage. Collaborations with AAA and Garden & Gun highlighted Augusta’s Black history, while Martinique Lewis of the Black Travel Alliance brought national attention through engaging video content at historic sites, Blackowned restaurants, and cultural landmarks.
CASSIDY VEACH MARKETING MANAGER
INNOVATIVE PROJECTS AND COMMUNITY ENGAGEMENT
LOCAL PARTNERSHIPS
Through events like Augusta Beerfest sponsorships and GreenJackets’ Experience
Augusta Night, the team fostered stronger connections
Rachel Wilkerson also earned Tourism Marketing Profession certification, empowering Augusta’s tourism partners w industry insights.
CELEBRATING CULINARY AND CULTURAL EXCELLENCE
Top-performing influencer posts spotlighted Augusta’s unique culture, such as Ruben’s Reel (3 1M views) and Georgia Foodies’ highlights of Lenox on Tenth and Pineapple Ink Tavern. These posts underscored Augusta’s growing reputation as a vibrant cultural and culinary destination.
As 2025 unfolds, the Marketing Team will continue harnessing creativity and collaboration to inspire travel and connect visitors with Augusta’s unique charm
AIRPORT JET BRIDGE MURALS
Collaborating with Augusta Regional
DIGITAL ENGA
WEBSITE PERFORMANCE
While total website sessions decreased slightly to 860,424, user engagement rose sharply, with a 22.47% increase in the engagement rate (91 28%) and a 42 43% jump in page views per session (4.10). Popular pages like "Events," "Things to Do," and "Authentic Augusta Experiences" resonated with visitors
SOCIAL MEDIA PERFORMANCE
With a 17 1% increase in followers across platforms, Instagram led with a 30 4% gain, and LinkedIn surged by 22 1% Augusta & Co ’s social media also achieved a staggering 320.3% growth in total impressions, driven by a 901.1% increase on Facebook
GROUP BUSINESS DEVELOPMENT
ELEVATING AUGUSTA: GROUP BUSINESS DEVELOPMENT’S NATIONAL AND LOCAL IMPACT
2024 was a banner year for Destination Augusta’s Group Business Development (GBD) team, showcasing their commitment to elevating Augusta as a premier destination for meetings and conventions on both a national and local scale.
GBD representatives Iman Fahmy and Taylor Brown took Augusta’s unique offerings to five major tradeshows across the U.S., including RCMA (San Antonio, TX), Destination Southeast (Point Clear, AL), Rendezvous South (Spartanburg, SC), Small Market Meetings (St George, UT), and Express SMERF (Branson, MO) Their participation led to valuable leads, heightened interest, and confirmed bookings as far ahead as 2027, firmly positioning Augusta on the radar of top planners.
Locally, GBD made significant strides in leveraging Augusta’s medical industry assets, forging partnerships that increased interest from medical meeting planners and bolstered occupancy rates for limited-service hotels Their efforts reflect a two-pronged approach: attracting national attention while fostering critical relationships at home
A key development this year was the hiring of Karen Lee Davis as Chief Marketing Officer, aligning group sales efforts with marketing creativity and strategic communication This synergy is designed to further amplify Augusta’s appeal as a destination for conferences and events.
GBD also played a pivotal role in conference planning and relationshipbuilding with groups like Rolls Royce Service Solutions, Zeta Phi Beta Sorority, and TechNet. Their collaboration with local hotel sales teams and active involvement with organizations like the Georgia Society of Association Executives and Women in Business underscore their dedication to creating impactful partnerships
Whether recruiting new business nationally or stewarding relationships locally, the GBD team continues to position Augusta as a vibrant and innovative destination for meetings and conventions.
$6.59M
23,503
56,386
*In 2024, Augusta, Georgia, saw an increase in the economic impact of hotel conference bookings despite a lower overall number of group bookings compared to 2023 This trend suggests that Augusta hotels are driving a strong room rate, leading to higher revenue per booking even as the volume of groups decreased Factors such as increased demand, enhanced hotel offerings, and a strategic focus on higher-yielding events could have contributed to this shift
DESTINATION AUGUSTA DRIVES TOURISM EXCELLENCE THROUGH INNOVATION AND COLLABORATION
SHOWCASING LEADERSHIP ON INDUSTRY PANELS
Destination Augusta’s team members, Mamie McAbee, Manager of Augusta & Co , and Sarah Childers, Director of Destination Experiences, highlighted their expertise as featured panelists at prestigious tourism industry events in 2024
Mamie McAbee shared insights at the Governor’s Conference on Tourism, discussing strategies for enhancing Visitor Information Centers and destination marketing Her presentation covered topics like social media, merchandising, and effective visitor engagement, reflecting her success managing Augusta & Co
Sarah Childers joined the GACVB Group Sales, Marketing, and Services Symposium, contributing to a panel on Destination Services Her discussion focused on innovative approaches to servicing meetings and conventions, addressing challenges, and enhancing visitor experiences Both Mamie and Sarah’s participation underscores Destination Augusta’s leadership in advancing the tourism industry
AWARD-WINNING DESTINATION DEVELOPMENT
Destination Augusta’s Authentic Augusta Experience Collection earned two prestigious awards at the 2024 GACVB Annual Conference:
The Bill Hardman Sr Tourism Champion Award for Product Development, recognizing the creation of immersive, engaging visitor experiences
Inclusion in Georgia Trend’s 2024 Travelblazers, honoring innovative destination development efforts
These accolades reflect a collaborative effort with 10 local partners to create unique experiences that showcase Augusta’s charm These initiatives solidify Destination Augusta’s reputation as a leader in tourism development
JENNIFER BOWEN EARNS INDUSTRY’S HIGHEST CERTIFICATION
Jennifer Bowen, Vice President of Destination Development & Community Engagement, achieved the Certified Destination Management Executive (CDME) designation the tourism industry’s highest individual educational honor.
The rigorous CDME program prepares professionals to tackle evolving challenges with strategic vision, leadership, and innovation Gary Sherwin, chair of the CDME Board of Directors, noted that the program equips executives to serve their communities at the highest level
Jennifer has been instrumental in shaping Augusta as a destination for over two decades,” said Bennish Brown, President and CEO of Destination Augusta “This achievement underscores her commitment to elevating Augusta as a leader in the tourism industry ” Bowen joins an elite group of industry professionals, expanding Augusta’s global connections and enhancing the city’s future as a thriving destination.
CeLEARNING FROM SUCCESS: COMMUNITY DEVELOPMENT TRIP TO MACON
In December, Destination Augusta led 34 community leaders on an inspiring development trip to Macon, Georgia The visit focused on fostering collaboration among Augusta’s local organizations and government, with highlights including:
A tour of the Atrium Health Amphitheater, a publicprivate partnership project.
Discussions on Macon’s strategic planning successes, including its brand identity, "Where Soul Lives " Visits to key developments like the Triangle Arts District and Rhythm and Rally, the world’s largest pickleball facility
Participants praised the program’s value, with one attendee calling it “10/10 a great use of time and resources ” Another emphasized the importance of “partnerships and a living plan” as critical takeaways
Inspired by Macon’s accomplishments, Destination Augusta plans to hold future meetings to explore actionable steps and continue advancing Augusta through strategic collaboration. Through leadership, innovation, and partnerships, Destination Augusta is driving tourism excellence and shaping the city’s future
AUGUSTA & CO. CELEBRATES FIVE YEARS WITH RECORD-BREAKING VISITOR NUMBERS AND LOCAL BUSINESS ENGAGEMENT
2024 marked an incredible milestone for Augusta & Co , Destination Augusta’s Experience Center, as we celebrated five years of connecting visitors with Augusta’s charm This year, Augusta & Co achieved record-breaking success, with gross sales totaling $94,487, a 6% increase from 2023, and welcomed 24,125 visitors, up 4% from the previous year
Our local marketplace continued to thrive, featuring handcrafted products and souvenirs from over 60 vendors and artists, with an additional 48 showcased through popup shops and markets In our rotating Art Gallery, curated by the Greater Augusta Arts Council, we hosted four exhibitions spotlighting over 40 artists, including renowned figures and local icons For the first time, digital art was featured, and the addition of print sales expanded opportunities for local artists to reach broader audiences.
To celebrate our 5th Anniversary in May, we hosted a month-long series of events and promotions Longtime retail partners, such as Watanut and Augusta Candle Company, were highlighted through pop-up shops and special events Social media campaigns featured partner testimonials, and collaborative billboards with local businesses showcased Augusta’s creativity.
The celebration culminated on May 23 with a special event for partners and stakeholders, where the Mayor’s Office issued a proclamation declaring it Augusta & Co. Day.
Augusta & Co continues to grow as a hub for showcasing Augusta’s creativity and culture, offering a dynamic experience for visitors and locals alike.
COMMUNITY ENGAGEMENT: TRANSFORMING TRAINING, BREWING CONNECTIONS, AND HONORING TOURISM EXCELLENCE
In 2024, Destination Augusta showcased its dedication to fostering community engagement through innovative training programs, creative initiatives, and celebratory events that highlight Augusta’s growing tourism impact.
REFRAMING HOSPITALITY TRAINING IN A CHANGING WORLD
As the hospitality industry evolves, so does Destination Augusta’s approach to training To better equip hotel staff for exceptional guest service, we transitioned to on-site workshops tailored to the needs of front-line workers These interactive one-hour sessions deliver insider tips and expert recommendations, ensuring visitors leave Augusta with a lasting impression. Additionally, an online training module now supports onboarding and small group sessions
Looking ahead, a digital pass launching in early 2025 will offer Augusta experts complimentary access to local attractions, incentivizing them to deepen their destination knowledge while earning prizes.
EXPLORE HOSPITALITY TRAINING RESOURCES.
The Augusta Coffee Trail drew 1,637 participants to explore 11 locally owned coffee shops in its inaugural year This free mobile passport, which offered exclusive discounts and rewards, encouraged local spending and community connections. Ross McDaniel of Trellis Coffee Bar shared, “It's incredible to see the coffee community unite for the good of our city ”
The Coffee Trail is the first of several curated collections planned to drive engagement and capture visitor data for future campaigns Learn About the Augusta Coffee Trail
AUGUSTA COFFEE TRAIL: BREWING SUCCESS
AUGUSTA STATE OF TOURISM: CONNECT & CELEBRATE
Held on November 13 at the Augusta Marriott, the 2024 Augusta State of Tourism: Connect & Celebrate event brought together leaders and stakeholders to honor tourism’s economic impact. Presented by Residence Inn/SpringHill Suites, the event featured talks from Destination Augusta President Bennish Brown and Augusta Sports Council CEO Michelle Pippin, who reflected on highlights like overcoming Hurricane Helene’s challenges and preparing for 2025 Host Ana Christina and local band Phaze360 added to the celebratory atmosphere, while the Augusta Tourism Awards recognized outstanding contributions: President’s Award: Phil Wahl, Security Federal Bank
C PLANNERS
In a celebration of dedication and hard work, our Champions Program honored local meeting planners who have played a pivotal role in organizing successful meetings in Augusta This event, held just before the State of Tourism gathering in November, showcased the immense impact these planners have had on the city's hospitality and tourism sector The evening began with light refreshments and a champagne toast, recognizing the outstanding contributions of these planners. Their efforts have not only fostered a thriving meeting industry in Augusta but have also significantly boosted the local economy
A highlight of the celebration was the presentation of a ceremonial check to the City of Augusta, symbolizing the impressive total economic impact generated by these events. The check, amounting to $56,385,638.22, stands as a testament to the hard work and dedication of the meeting planners, as well as the city's growing reputation as a premier destination for events and conferences
GROUP EXPERIENCES
PASSING THE BATON: A NEW ERA FOR GROUP EXPERIENCES
On August 21, 2024, we celebrated the incredible career of Michelle Bovian as she retired after 27 years of dedicated service. The city honored her contributions with a proclamation of "Michelle Bovian Day," and we sent her off in style with a festive, cruise-themed farewell Surrounded by nautical decor, laughter, and heartfelt stories, Michelle’s passion for travel and love for Augusta shone brightly. While we’ll miss her leadership, we’re hoping to welcome her back as an Augusta Expert in the future
Stepping into this vital role is Kayla Jefferson, our new Group Experiences Coordinator. Kayla brings a fresh perspective and an impressive background in customer service, marketing, and relationship-building from her time at Murphy Auto Group. With her energy, creativity, and proven ability to lead programs and campaigns, Kayla is poised to elevate Augusta’s group experiences while spearheading the revival of motorcoach and group tour programs.
In fact, motorcoach tourism took center stage at the 2024 Georgia Association of Convention & Visitor Bureaus Symposium, where its importance was highlighted during a key panel. Kayla’s leadership in this area marks an exciting step forward for Destination Augusta as we strengthen partnerships and invite new groups to discover all our city has to offer.
“Destination Augusta was an absolute pleasure to work with throughout the planning and execution of our conference From start to finish, the team demonstrated exceptional professionalism, expertise, and a genuine commitment to ensuring our event was a success [They] went above and beyond, providing valuable resources, local insights, and personalized recommendations that elevated our conference experience. Moreover, the warmth and hospitality extended to our attendees truly reflected the spirit of Augusta The city's charm, combined with Destination Augusta's strategic guidance, made this conference unforgettable
- MARKETA KILLINGBECK, MEETING PLANNER KAYLA JEFFERSON GROUP EXPERIENCES COORDINATOR SOUTHEASTERN REGION OF ZETA
LIGHTS, CAMERA, AUGUSTA: 2024 FILM HIGHLIGHTS INCLUDE CROSS-CITY COLLABORATION TO INCREASE FILM PRODUCTIONS
Film Augusta spearheaded a joint promotional effort with Film Columbus, Film Macon, and the Georgia Film Office at the American Film Market (AFM) in Las Vegas. This collaborative initiative highlighted filming opportunities across Georgia beyond Atlanta Connections forged during AFM led to one production scheduling a film in Augusta in March of 2025, demonstrating the value of partnerships and prospecting.
ADVOCATING FOR THE FILM INDUSTRY
In March, Film Augusta visited the Georgia State Capitol on “Crossover Day” to advocate for the state’s film tax credit, a key driver of Augusta’s film industry growth Meetings with local legislators, including Senator Harold Jones II and Representatives Lynn Gladney and Brian Prince, emphasized the importance of film as an economic catalyst for the region
CELEBRATING 50 YEARS OF GEORGIA FILM
As part of the Georgia Film Office’s 50th anniversary celebration, Film Augusta showcased the city’s production capabilities to attendees at the Fox Theatre in Atlanta. The event, featuring remarks from Governor Kemp and Commissioner Pat Wilson, offered prime exposure for Augusta’s growing reputation as a filmmaking hub
The March 25 advance screening of Mister Sleep highlighted Augusta’s potential as a production center. Filmed entirely in the city, this locally produced thriller featured Augusta-based cast and crew The film’s release on platforms such as Amazon and iTunes on April 2 further showcased Augusta’s filmmaking talent.
PREMIERE OF MISTER SLEEP
ECONOMIC IMPACT
$620,000
LOCATION TOURS
NETWORKING AT THE INTERNATIONAL CHRISTIAN FILM FESTIVAL
Film Augusta returned to the International Christian Film Festival in Orlando, engaging with filmmakers on how Georgia’s tax incentives, coupled with Augusta’s unique locations and resources, can support independent productions These efforts have already prompted production teams to tour Augusta as they consider the city for future projects
REGISTRATIONS COMPLETED
5 < 10
TOTAL INQUIRIES YTD
20 < 30
PHOTO GALLERY PACKAGES GENERATED
10 > 3
JENNIFER BOWEN RECOGNIZED FOR INDUSTRY LEADERSHIP
Jennifer Bowen, Film Augusta’s liaison, was honored as one of the 200 Most Influential in Georgia’s Creative Economy Her recognition underscores Augusta’s growing role in Georgia’s entertainment industry and the state’s reputation as a global creative hub. Film Augusta’s 2024 achievements reflect the city’s expanding influence in the film industry through advocacy, collaboration, and strategic promotion
STAFF & D DIRECTORY
NATION AUGUSTA STAFF
OWN EO itaugusta com
WN ess Development @visitaugusta.com
OWEN ent of Destination nt & Community t + FILM Augusta itaugusta com
DERS Destination augusta.com
DAVIS ting Officer augusta com
MARISSA DODGEN Operations Manager marissa@visitaugusta com
MCKENZIE EVANS Augusta & Co. Coordinator mckenzie@visitaugusta.com
IMAN FAHMY Director of Group Business Development iman@visitaugusta com
ANSLEY GUERRERO Executive Project Administrator ansley@visitaugusta com
KAYLA JEFFERSON Group Experiences Coordinator kayla@visitaugusta com
MAMIE MCABEE Augusta & Co. Manager mamie@visitaugusta com
TRENT SNYDER Vice President of Finance & Administration trent@visitaugusta.com
CASSIDY VEACH Marketing Manager cassidy@visitaugusta com
RACHEL WILKERSON Communications Manager rachel@visitaugusta com
TAYLOR WOOD Community Engagement Manager taylor@visitaugusta com
AUGUSTA EXPERTS
Brielle Bullock
Jo Nash-Conner
Skylar Judon Leon Maben
BOARD OF DIRECTORS
DESTINATION AUGUSTA is governed by a Board of DIrectors that represents a cross section of business and hospitality industry partners. Board meetings are held six times per year and are open to the public.
JAMES HEFFNER
Chair
SRP Federal Credit Union
DONALD KING
Vice Chair Loop Recruiting
TRISTAN DAVIS
Secretary Residence Inn
DEREK MAY
Treasurer
Azelea Development
SEAN FRANTOM
Augusta Commission
STACY PULLIAM
Augusta Commission
CASSANDRA BRINSON
Cafe 209
ANGIE COX
Augusta Metro Chamber of Commerce
PARKER DYE
Jordan Trotter Commercial Real Estate
MELISSA ODEN Owner of Healthcare Companies
COREY ROGERS
Lucy Craft Laney Museum of Black History
MICHAEL SHAFFER
Georgia Cyber Center
BRENDAN ENGLAND
Augusta Marriott
CARY GOLDSMITH
Bodega Ultima
KEVIN GROGAN
Morris Museum of Art
MARTY MATFESS
SIG Management Group
ANNE CATHERINE MURRAY
Piedmont Hospitals
BRANDON HADDOCK
Immediate Past Chair
Textron Specialized Vehicles
MICHELLE NAVAL PIPPIN
Ex-Officio
Greater Augusta Sports Council
SCOTT LEWIS
Legal Counsel Fulcher Hagler LLP
OPERATIONS + GOVERNANCE
As of December 31, 2024, total current assets equaled $3,963,215 of which $429,328 are unres restricted for tourism grants, the adventure center, and wayfinding, or board designated Liab which -$556 are payables, $35,305 are payroll liabilities and accrued interest, and $1,363,891 a revenue, note on 1010 Broad Street, and Federal Disaster loan
