ANNUAL REPORT ANNUAL REPORT 2025 2025
MISSION, VISION & VALUES
OUR MISSION
Destination Augusta develops and promotes our community, inspiring people to have unforgettable experiences.
OUR VISION
Augusta is a thriving community for residents rich with experiences that attract people.
OUR VALUES
Destination Augusta has a passion for and an appreciation of the travel and tourism industry offering an authentic Augusta experience built on leadership, innovation, collaboration, and fun!
LETTER FROM THE PRESIDENT
BENNISH BROWN President/CEO
2025 will be remembered in Augusta as a year of bold moves and momentum a year when collaboration, creativity, and confidence propelled our community forward in remarkable ways … even with the fresh memories of the devastation our friends and neighbors faced from Hurricane Helene.
One of our most significant achievements was working side-by-side with the Augusta Commission, our City Administrator, and our Georgia Legislative Delegation to secure the increase of our local Hotel-Motel Tax from 6% to 8%. By joining more than 100 other Georgia communities with this modernized rate, Augusta now has the resources to elevate visitor experiences and invest in the future of our destination.
We also formalized an exciting partnership to design, build, and operate The Forge Augusta, a dynamic new waterfront attraction that, once completed, will bring fresh energy to our riverfront.
I am grateful for our Board of Directors, whose steady leadership and strategic guidance shaped every milestone this year. And I could not be prouder of the Destination Augusta team a talented group that promotes Augusta for leisure and group travel; recruits major meetings and events; and develops the tourism assets that make our city memorable for residents and visitors.
2025 moved Augusta forward. And with this momentum, the best chapters of our story are still ahead.
2025 GOALS & PRIORITIES
Collaborate with stakeholders and foster a unified approach to destination development and promotion.
Enhance visitor experience through curated attractions, cultural programming, and local partnerships. Improve accessibility, mobility, and inclusivity by expanding visitor resources and marketing Augusta’s trails.
Advance industry leadership through advocacy, education, and strategic growth initiatives.
8,318,996
50,639
MARKETING & COMMUNICATIONS
DRIVING AWARENESS, CONNECTION, AND MOMENTUM
MEDIA PARTNER MEET UP: BUILDING ALIGNMENT THROUGH COLLABORATION
In 2025, Destination Augusta’s Marketing and Communications efforts delivered nearly 9 billion impressions through an integrated, multi-channel strategy Standout successes included hosting influencers and content creators, promoting collaborative itineraries with Macon, and infusing “insider intel” and playful authenticity into the Feel Good City campaign reinforcing Augusta’s identity as a destination that’s welcoming, soulful, and unmistakably real
ATLANTA SALES + MEDIA MISSION: TAKING AUGUSTA ON THE ROAD
In 2025, Destination Augusta returned to hosting out-of-market activations with a Sales + Media Mission in Atlanta. Joined by tourism partners including Phinizy Nature Center, the James Brown Estate, and the Lucy Craft Laney Museum of Black History, the team showcased what’s new in Augusta through immersive storytelling, local flavor, and a signature golf activation. Dozens of Atlanta-based meeting planners and media attended, reconnecting with Augusta’s offerings and its people With support from Pineapple Public Relations, the event successfully reignited regional awareness and strengthened key relationships.
Destination Augusta hosted its second annual Media Partner Meet Up, bringing together every agency and vendor supporting the destination’s marketing and communications efforts Partners traveled to Augusta to attend the Augusta State of Tourism, followed by an intimate dinner and a full day of milestone sharing and forward-looking collaboration. The gathering strengthened relationships, reinforced shared values, and aligned teams around a single mission: elevating Augusta By fostering open dialogue and collective problem-solving, the meet up ensured Destination Augusta’s partners are not just vendors, but trusted collaborators invested in long-term success
FEEL GOOD CITY CAMPAIGN: DEFINING AUGUSTA BY HOW IT MAKES YOU FEEL
Come See Augusta The Feel Good City is a campaign that redefines how Augusta tells its story Rooted in community pride and inspired by the legacy of James Brown, the campaign celebrates joy, soul, and personal connection. By spotlighting people, experiences, and curated moments, Feel Good City resonated deeply driving more than 4 billion impressions in 2025 alone. Its success is measured not just in reach, but in adoption, as community leaders and residents proudly embraced The Feel Good City as Augusta’s shared identity
GROUP BUSINESS DEVELOPMENT
ELEVATING AUGUSTA’S MEETINGS ECONOMY
DRIVING DEMAND, PARTNERSHIP, AND ECONOMIC IMPACT
In 2025, Destination Augusta’s Group Business Development team delivered strong, measurable results that reinforced Augusta’s position as a competitive and growing meetings destination The team generated 21 qualified leads and helped actualize more than 20 conferences, producing over $12 million in di t d ti t d i i t Th t l d m r
BUILDING SMARTER SYSTEMS, STRONGER PIPELINES, AND REAL RESULTS
A defining achievement of 2025 was the launch of the Meetings Accelerator program, an innovative sales enablement initiative designed to modernize prospecting, strengthen data intelligence, and increase pipeline efficiency Through this program, Destination Augusta established a smarter, more scalable meetings sales system that delivered immediate results Meetings Accelerator generated multiple high-intent leads, securing 2,410 room nights and more than $400,000 in room revenue, representing an estimated 800% return on investment based on room nights alone
By pairing strong sales execution with advanced data and targeting, the Group Business Development team worked more efficiently, focused on higher-value opportunities, and positioned Augusta for sustainable, long-term meetings growth
EXPANDING REACH, RELATIONSHIPS, AND RESULTS
The team maintained a robust national presence through key industry trade shows, including the Religious Conference Management Association (RCMA) Annual Conference, while hosting high-touch site visits and Masters Week client engagements. Notably, the team supported TechNet, Augusta’s largest convention, ensuring its continued success and reinforcing the city’s capacity to host complex, large-scale meetings. First-time and international events further diversified Augusta’s meetings portfolio and expanded its national visibility.
D C m
The key to effective group business development? Relationships. Our team steps in to ensure conferences like TechNet offer our signature Augusta hospitality.
The Masters Tournament is perfect for engaging with prospective meeting planners who get to see Augusta at its very best.
DESTINATION DEVELOPMENT
TOURISM INNOVATION AND COLLABORATION
DIGITAL TRAILS AND PASSES ATTRACT VISITORS AND ENGAGE LOCAL BUSINESSES
Destination Augusta launched several new digital tools to enrich the visitor experience and connect them with local businesses.
As part of the 2025 marketing plan aimed at attracting African American travelers, the team introduced the Augusta Black History paid pass, featuring seven attractions, and the Bold Black Business gamified pass These self-guided experiences highlight Augusta’s African American heritage and entrepreneurial spirit while promoting local Black-owned businesses and cultural sites
Two themed passes Taste of the Tournament and the Augusta Cocktail Trail were also introduced Taste of the Tournament features a culinary experience promoting signature tastes like pimento cheese you might find on THE “course” Launched in late fall, the cocktail pass encouraged visitors and locals to experiencee expertly crafted cocktails and mocktails at select locally-owned locations.
In addition to these new experiences, we continued with the promotion of our existing digital passes, the Augusta Coffee Trail, Augusta Outdoor Adventure Guide, and the James Brown Journey,
NEW INFORMATION KIOSKS - SMART SOLUTIONS FOR A CONNECTED VISITOR EXPERIENCE
This summer , Destination Augusta introduced interactive information kiosks to make it easier for visitors to explore the city , Two customized kiosks are now housed at key locationsthe Augusta Marriott at the Convention Center and the Augusta Regional Airport A third mobile kiosk traveled to major events throughout the year, at locations such as the Hull McKnight Georgia Cyber Center for Innovation, Bell Auditorium, and Augusta & Co
These kiosks provide visitors with recommendations for dining, attractions, and leisure activities, along with maps showing distances from their current location They also gather insights on what visitors are most interested in, helping us and our partners improve the experiences we offer.
Early results show strong engagement, with users spending an average of more than three minutes interacting with the kiosks. This innovative tool is already enhancing visitor satisfaction and will continue to evolve with new features in the future
FORGING AHEAD TO OUTDOOR ADVENTURE
Momentum continues to build for The Forge Augusta, the city’s future outdoor urban adventure center. This summer marked a major milestone as materials for the project began arriving, signaling that construction is getting closer A staging area has been established near 5th Street and the Freedom Bridge to organize and prepare components for the X Tower and outdoor challenge course
In September, massive steel beams and connectors some destined for the eight-story climbing tower and zipline arrived and were stored in the nearby Depot parking lot With permitting progressing smoothly, construction is expected to begin early in 2026.
The Forge represents a bold step forward in outdoor recreation and community engagement, transforming a riverside space into an immersive experience for adventure seekers of all ages. Each delivery brings us one step closer to seeing this dynamic vision take shape and to welcoming residents and visitors to experience Augusta in a whole new way.
Materials for The Forge Augusta started arriving this summer.
COMMUNITY ENGAGEMENT
STRENGTHENING CONNECTION, COLLABORATION, AND COMMUNITY
CELEBRATING EXCELLENCE IN AUGUSTA HOSPITALITY
Making people feel welcome is Augusta's super power! Each year in May, Destination Augusta recognizes front-line hospitality staff in a special reconition program; Masters of Hospitality. Guests of hotels nominate standout individuals who showcased excellence in customer service During the Masters of Hospitality ceremony these categories and individual winners are recognized and receive special awards: Limited-Service Property: Residence Inn Full-Service Property: Sheraton Augusta Hotel Individual: Faye Moore of Baymont
CELEBRATING THE FEEL GOOD CITY AT THE ANNUAL
STATE OF TOURISM
In 2025, the Augusta State of Tourism brought community leaders, tourism partners, and local champions together to celebrate the impact of travel and hospitality in The Feel Good City. Hosted by Destination Augusta and the Augusta Sports Council, the event highlighted record-setting visitation, meaningful collaboration, and the ways tourism continues to strengthen Augusta’s economy and community
The evening recognized outstanding contributions through the Augusta Tourism Awards, with honors presented to Sean Frantom and Deanna Brown Thomas (President’s Awards), Leonard “Porkchop” Zimmerman (Community Spirit Award), Fifth and Fire with the Klugo Group (Partnership Award), and Terrence Williams (Film Augusta Partner of the Year) Host Wendy Perry set a celebratory tone with support from sponsors Azalea Investments, Security Federal Bank, Hyatt House, the Augusta Marriott at the Convention Center, and Fairfield Inn & Suites, the event reinforced Augusta’s momentum as a vibrant, innovative destination
STRENGTHENING FIRST IMPRESSIONS THROUGH HOSPITALITY TRAINING
Augusta’s front-line hospitality staff play a key role in shaping first impressions In 2025 Destination Augusta launched a targeted training program to support them The initiative reached 40 employees from Residence Inn, SpringHill Suites, and the Partridge Inn, equipping teams with local knowledge and confidence to share authentic Augusta experiences
POWERFUL CONNECTIONS, SHARED PURPOSE: TOURISM PARTNERS ENGAGEMENT
In 2025, Destination Augusta strengthened hospitality partnerships through hands-on workshops and engagement opportunities focused on collaboration and shared success. Eleven local attractions and experience providers participated in an interactive Tourism Experience Partner Meeting centered on crafting memorable, multi-sensory experiences That momentum continued with the launch of Tourism Partner Premiere Events at Fifth and Fire and Approach Shots, reinforcing partner alignment and a unified approach to delivering exceptional Augusta experiences
People love Augusta and want to share that with visitors! Destination Augusta is tapping into that passion to share the launch of The Hype Team This new volunteer team was formed this year, consisting of more than 10 Augusta enthusiasts. After completing volunteer training they are ready to serve as a key point of contact at city wide events, sharing information about what to eat, see, and do in our vibrant city From historical facts to hidden gems, they are a go-to source for all things Augusta.
THE HYPE IS REAL
GROUP EXPERIENCES
GROWING CONNECTIONS, EXPERIENCES, AND OPPORTUNITY
DESTINATION AUGUSTA FOCUSES ON GROWING MOTORCOACH TRAVEL
In 2025, Destination Augusta strengthened its role as a driver of economic growth and cultural engagement by expanding efforts to attract motorcoach and group travel These travelers bring significant value to our local economy, and this year we made meaningful progress in building relationships and securing bookings
We promoted Augusta as a group travel destination at the African American Travel Conference, Georgia Motorcoach Operators Association, and Student Youth Travel Association this year Group Experiences Coordinator Kayla Jefferson connected with key decision-makers, leading to a site visit with a group tour operator from Florida Another highlight was hosting a successful Motorcoach Familiarization (FAM) tour in March with Country Travel Discoveries. As a result, two Augusta tours were added to their 2026 catalog, which is expected to generate an estimated 60 room nights We also welcomed a motorcoach group of 32 seniors who visited Augusta for the Black Caddies exhibit at the Lucy Laney Museum.
Kaleidoscope Adventures was our guest during Masters Week in April This nationally recognized tour operator is known for specializing in student and youth travel specifically with highschool and college band trips. This site visit highlighted Augusta’s unique musical history, attractions, and cultural landmarks, positioning our city as an ideal destination for educational and leisure groups.
PEERS IN THE TOURISM INDUSTRY LEARN FROM DESTINATION AUGUSTA
Destination Augusta continued to showcase our city’s standout experiences through two tourism industry peer meetings this year The Veneto Collaboratory chose Augusta as a destination to learn from on how to build successful immersive experiences by studying and experiencing the Authentic Augusta Collection The Veneto Experience Lab , welcomed more than 20 tourism professionals from across the U.S. and Canada for this development workshop. During the session, Jennifer Bowen and Sarah Childers led a panel discussing how we collaborate with local partners to create market ready, authentic Augusta experiences. Kayla Jefferson also participated, further strengthening our team’s expertise.
Explore Georgia's Visitor Center managers also held a two day workshop in Augusta which allowed many of those Welcome Center managers to visit Augusta for the first time. Their itinerary included a curated tour of six attractions, a Petersburg boat happy hour, and a shared visit to Augusta’s Black Caddies exhibit.
These opportunities reinforce our commitment to thoughtful experience development and sharing Augusta’s feel good moments with visitors and industry partners alike.
CREATING MEMORABLE GROUP EXPERIENCES
Destination Augusta worked hard to encourage convention and meeting attendees to get out and about and experience Augusta Working with meeting planners we connected attendees with engaging activations and curated outings that showcased the best of our city These efforts were designed to make every group visit not only seamless but truly enjoyable
Through our connections, attendees of conventions experienced the Augusta’s Black Caddies, Men on the Bag experience, volunteered their time with Golden Harvest Food Bank and went on customized tours. These groups also explored our city’s locally-owned restaurants, retailers, and entertainment after learning about what our area has to offer from custom landing pages, our experience guide, and our information kiosks
Destination Augusta’s Kayla Jefferson hosts Kaleidoscope Adventures Motorcoach tour operator on an Augusta familiarization tour
AUGUSTA & CO.
CONNECTING PEOPLE TO AUGUSTA’S PLACES, PEOPLE, AND STORIES
WELOMING, INFORMING, AND INFLUENCING VISITORS
In 2025, Augusta & Co. continued to serve as the front door to the destination, welcoming nearly 22,000 locals and visitors seeking authentic Augusta experiences Knowledgeable destination experts shared personal recommendations on the region’s history, arts, food, music, and entertainment, helping guests connect more deeply with the city Enhanced engagement through rotating vignettes, a curated art gallery, and interactive touch screens and kiosks created an immersive and informative experience from the moment guests walked through the doors.
SUPPORTING LOCAL MAKERS AND CREATIVE ENTREPRENEURS
Augusta & Co. remained a strong platform for local merchants through pop-ups, markets, and special events designed to spotlight Augusta-made products Seasonal markets, including Love Augusta, Shop Around the Green, Summer Makers, and the Mistletoe Market, along with the Local Marketplace, showcased more than 60 makers and artists throughout the year Gross sales reached $102,000, an 8% increase over 2024, reflecting both community support and growing demand for locally made goods.
GROWING ENGAGEMENT BEYOND THE WALLS
Augusta & Co. continued to strengthen its role as a community hub through strategic content and outreach, growing its social media audience to nearly 15,000 followers across Instagram and Facebook This expanding digital presence extended the Augusta & Co. experience beyond the physical space, keeping locals and visitors connected to what’s happening across the destination
AMPLIFYING AUGUSTA’S SOUND AND STORY
A new Live Music Vignette brought the rhythm of Augusta to life in 2025 Through a dedicated rack card, interactive touch screens, and the addition of an in-house performance stage, visitors were introduced to nearly 30 local music venues and the artists who power the city’s sound Live performances inside Augusta & Co created new opportunities for discovery while giving local musicians a platform to share their stories.
ELEVATING LOCAL ART AND CULTURAL EXPRESSION
Through quarterly exhibitions curated in partnership with the Greater Augusta Arts Council, Augusta & Co. continued to highlight local artists and creatives More than 40 artists were featured in the Art Gallery in 2025, with exhibits showcasing Augusta landmarks, architecture, and iconic imagery. A new textile-focused exhibition honoring the region’s manufacturing heritage expanded artistic storytelling and created additional opportunities for both emerging and returning artists
FILM AUGUSTA
CONNECTING PEOPLE TO AUGUSTA’S PLACES, PEOPLE, AND STORIES
SMALL PRODUCTIONS MAKE BIG IMPACT ON AUGUSTA
In March, Augusta was the production center for an independent project Asherah: A Love Odyssey The production hired 22 local crew members and generated an estimated $80,000 in direct spending Film Augusta connected with the Asherah filmmaker while at the 2024 American Film Market (AFM) Gary Mazeffa of Q2 Films flew from AFM held that year in Las Vegas, to Augusta toured Sacred Heart, and selected it as the filming location. The film will debut at the Cannes Film Festival in France in 2026
A HALLMARK OPPORTUNITY FOR AUGUSTA
During Masters Week, Film Augusta hosted executives from Hallmark Media and Basset Hound Distribution for a familiarization tour highlighting Augusta’s potential as a filming destination The visit included scenic stops along the Augusta Canal, meetings with local industry partners, and time exploring downtown Augusta. The experience generated immediate interest, with a potential storyline identified and Augusta positioned as a strong contender for a future Hallmark production
EXPANDING THE REEL NETWORK WITH RUSS GLADDEN
Film Augusta expanded its industry reach in 2025 through a new collaboration with locations scout Russ Gladden An Augusta native now based in Atlanta, Russ brings experience on productions filmed locally as well as major titles including True Lies, Ms Marvel, and She-Hulk: Attorney at Law. His industry relationships and expertise strengthen Augusta’s visibility within Georgia’s film community
Working with Film Augusta as needed, Russ supports active productions filming in Augusta, helps enhance the locations library and CRM database, and represents the destination at key industry events This partnership expands Film Augusta’s capacity to serve filmmakers and reinforces Augusta’s reputation as a welcoming, film-friendly destination.
REASONABLE DOUBT BRINGS PRODUCTION AND ECONOMIC IMPACT TO AUGUSTA
Augusta’s appeal as a film-friendly destination continued to grow in 2025 with the production of Hulu’s legal drama Reasonable Doubt. Portions of Season 3, Episode 7 were filmed over three days at Piedmont Summerville on Wrightsboro Road, placing another Augusta location on a national streaming platform
The production generated approximately $200,000 in direct local economic impact through lodging, catering, transportation, and production services, while employing more than 30 local residents as background actors. Film Augusta worked closely with the production team and Piedmont Summerville to ensure a smooth shoot with minimal disruption, further strengthening Augusta’s reputation as a welcoming and capable location for film and television projects.
TERRENCE WILLIAMS NAMED 2025 FILM AUGUSTA PARTNER OF THE YEAR
Film Augusta proudly recognized Terrence Williams as the 2025 Partner of the Year, honoring his exceptional support of film and television production in the Augusta community Williams has consistently demonstrated a strong commitment to collaboration and advocacy for the local industry going above and beyond to help productions succeed while creating meaningful opportunities for Augusta residents to train, grow, and build careers in the film arts through local crew employment
The Film Augusta Partner of the Year Award recognizes a partner who has worked extensively with Film Augusta and made a personal impact on transforming Augusta into a growing hub for the film industry Through job creation, collaboration, innovation, and talent development, Williams has helped strengthen the local workforce and generate economic impact through film production
Film Augusta is grateful for his continued partnership and congratulates him on this well-deserved recognition.
5 STAFF & RD DIRECTORY
NATION AUGUSTA STAFF
OWN EO itaugusta com
WN ess Development @visitaugusta com
WEN gy Officer, Senior nt + FILM mmissioner taugusta com
DERS Destination ugusta com
AVIS ting Officer ugusta.com
MARISSA DODGEN Director of HR & Administration marissa@visitaugusta com
MCKENZIE EVANS
Augusta & Co. Coordinator mckenzie@visitaugusta com
IMAN FAHMY Director of Group Business Development iman@visitaugusta com
ANSLEY GUERRERO Project & Operations Manager ansley@visitaugusta com
KAYLA JEFFERSON Group Experiences Coordinator kayla@visitaugusta com
MAMIE MCABEE
Augusta & Co. Director mamie@visitaugusta com
CASSIDY VEACH Marketing Manager cassidy@visitaugusta com
RACHEL WILKERSON Senior Communications Manager rachel@visitaugusta com
TAYLOR WOOD Community Engagement Manager taylor@visitaugusta com
AUGUSTA EXPERTS
Michelle Bovain
Jo Nash-Conner
Lily Jaremski
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 Financial Advisor
DONALD KING
Vice Chair Loop Recruiting
ANGIE COX Secretary Augsta Metro Chamber of Commerce
DEREK MAY Treasurer Azelea Development
STACY PULLIAM
Augusta Commission
TINA SLENDAK
Augusta Commission
KRISTINA BAGGOT
Georgia Cyber Center/Augusta University
CASSANDRA BRINSON Cafe 209
PARKER DYE
Jordan Trotter Commercial Real Estate
BRENDAN ENGLAND
ANNE CATHERINE MURRAY Piedmont Hospitals
LENA PRIESTER Fairfield Inn & Suites
COREY ROGERS
Lucy Craft Laney Museum of Black History
BRANDON HADDOCK
Augusta Marriott
SEAN FRANTOM
Topgolf Augusta
KEVIN GROGAN
Morris Museum of Art
MARTY MATFESS
SIG Management Group
ROSS MCDANIEL
Trellis Coffee Bar
Immediate Past Chair Textron Specialized Vehicles
MICHELLE NAVAL PIPPIN
Ex-Officio
Greater Augusta Sports Council
SHAGRAILA HAMMOND Ex-Officio
Greater Augusta Black Chamber of Commerce
STEVE SANDERS
Legal Counsel Fulcher Hagler LLP
OPERATIONS + GOVERNANCE
As of December 31, 2025, total current assets equaled $4,023,327 86 of which $1,075,551 06 ar $2,805,257 57 are restricted for tourism grants, the adventure center, and wayfinding, or boar Liabilities equal $114,725 76 of which $79,427 92 are payables, $1947 62 are payroll liabilities a and $44,260 02 are the deferred rent revenue, note on 1010 Broad Street, and Federal Disast
