2026 Business Plan | Destination Augusta

2026

BUSINESS PLAN

VISITAUGUSTA.COM

2026

BUSINESS PLAN 1010 BROAD STREET AUGUSTA, GEORGIA 30901

VISITAUGUSTA.COM

The Augusta Greenjackets at SRP Park

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DESTINATION AUGUSTA

TABLE OF CONTENTS 1

ABOUT US

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MISSION, VISION, VALUES

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GOALS & PRIORITIES & STRATEGIC DIRECTION

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GUIDED BY RESEARCH

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OUR STRATEGIES

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STRATEGY 1

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STRATEGY 2

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STRATEGY 3

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STRATEGY 4 & 5

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STRATEGY 5 CONT.

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2026: SUCCESS BEYOND THE NUMBERS

VISITAUGUSTA.COM

DESTINATION AUGUSTA

ABOUT US Augusta's first Destination Marketing organization was established in 1980 as a department of the Augusta Chamber of Commerce.

In 1988, the City and County created the Augusta-Richmond County Convention and Visitors Bureau as a joint entity of the two governments. On January 1, 1997, the ACVB, Inc. was created and entered into a service agreement with the City of Augusta. In 2021, the ACVB began doing business as Destination Augusta.

Destination Augusta also operates Augusta & Co., Augusta's Experience Center, located at 1010 Broad Street; and Film Augusta, the city’s Film Commission.

Destination Augusta is a not-for-profit 501(c)(6) corporation responsible for promoting tourism in the Augusta area. Primary funding is derived from a portion of the local 8% hotel motel tax.

The organization receives 43.75% of lodging tax collections to expend for promoting tourism, conventions, tradeshows and film recruitment. Destination Augusta also has a supplemental services agreement with the Greater Augusta Sports Council to deliver on sports tourism priorities.

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Augusta Riverwalk

Lucy C. Laney Museum of Black History

Our

MISSION Destination Augusta develops and promotes our community, inspiring people to have unforgettable experiences.

Our

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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!

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James Brown Mural “Spirit of Funk”

2026 GOALS & PRIORITES

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

STRATEGIC DIRECTION Destination Augusta will foster, facilitate and encourage the growth and development of the destination. Destination Augusta will promote and build awareness of Augusta as a leisure and group destination with the highest caliber staff providing leadership and innovation to drive: Increased overnight and day-trip visitation Longer average length of stay Increased spending per travel party Increased visitor satisfaction Positive resident sentiment for the tourism economy 3 3

Destination Augusta is committed to creating a total visitor destination by focusing on the following strategic initiatives:

GUIDED BY RESEARCH Strong Destination Alignment Voyagers

Trailblazers

GOAL

2016

Weak Destination

Move from the Explorers quadrant to the Trailblazers quadrant

2022

Strong Destination

Explorers

Mountaineers

Weak Destination Alignment

via DNEXT Evaluation 2022

This plan is developed using the valuable insights gathered from the Destination Next (DNEXT) survey and Destination Augusta's strategic plan. By leveraging DNEXT's research to shape our strategies, we are confident that our initiatives will not only make a significant impact but also lay the foundation for sustainable long-term growth and success.

The Fox’s Lair

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OUR STRATEGIES 1. Elevate Augusta as an unforgettable place to live, work and explore 2. Shape and invest in Augusta to define its identity 3. Foster collaboration and engage community 4. Advocate and provide leadership 5. Cultivate a high-performance culture, invest in employee growth, leadership, technology

The Partridge Inn

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STRATEGY 1 ELEVATE AUGUSTA AS AN UNFORGETTABLE PLACE TO LIVE, WORK AND EXPLORE MARKETING Increase destination presence at industry events.

Expand an already robust influencer program that includes regional collaboration.

Focus on local destination awareness marketing and community event support.

Implement an omni-channel marketing campaign in impactful competitive markets.

Execute asset-specific marketing strategies as new developments open in Augusta.

Actively market to high-potential population segments including African-American travelers.

GROUP BUSINESS DEVELOPMENT Generate an increased destination presence at industry trade shows.

Energized our sales and media recruitment program with hosted events in competitive markets.

Implement an expanded meetings and groups digital marketing strategy.

COMMUNITY ENGAGEMENT & DESTINATION EXPERIENCES Recruit motorcoach groups to Augusta through tradeshows, relationship building, and target communication to generate overnight stays and attraction visitation.

AUGUSTA & CO. Influence visits to and awareness of Augusta & Co. through engaging social media content Appeal to interest in America's 250th Semiquincentennial by incorporating displays in Augusta & Co. vignettes, specialized art gallery, and focused art receptions.

FILM Film Augusta recruitment initiatives to attract indie film productions and elevate Augusta as a film destination.

Saturday Market at the River

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STRATEGY 2 SHAPE AND INVEST IN AUGUSTA TO DEFINE ITS IDENTITY MARKETING Launch new assets — a redesigned website and Experience Guide — to underscore Augusta's identity.

Host events to highlight new Augusta tourism assets.

Use industry and local event sponsorships to elevate Augusta's identity and assets.

Create a storytelling video series.

Expand investment in new photo assets.

Expand merch offerings for targeted groups.

GROUP BUSINESS DEVELOPMENT Conduct a competitive analysis roadtrip.

DESTINATION DEVELOPMENT Develop and support The Forge Augusta as a signature attraction.

Develop and manage themed trails to guide visitors to Augusta's rich cultural and natural offerings.

AUGUSTA & CO. Inspire and Encourage visitation by showcasing local culture and businesses in quarterly rotating vignettes in Augusta & Co. Showcase local merchandise in Augusta & Co. that points visitors to unique shopping, events and experiences.

Promote Augusta's vibrant music scene by offering live music experiences in Augusta & Co.

COMMUNITY ENGAGEMENT & DESTINATION EXPERIENCE Use information technology to put Augusta information at the fingertips of visitors.

Influence the creation of unique, curated experiences tailored for diverse traveler interests and collect the new experiences to share with visitor audiences.

Provide expertly curated itineraries to meetings, conventions and groups that cater to a variety of travel preferences.

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Tacocat

STRATEGY 3 FOSTER COLLABORATION AND ENGAGE COMMUNITY MARKETING Enhance access to visitor information through new and updated media.

Continue to actively market our digital trails and passes.

Provide strategic marketing support for Destination Development, Group Experience, and Community Engagement initiatives.

COMMUNITY ENGAGEMENT & DESTINATION EXPERIENCES Build community alignment and engagement with restaurant, nightlife, and retail partners to foster an elevated visitor experience and encourage collaboration.

Provide impact reports to tourism partners highlighting visitor spending and the benefits of partnering with Destination Augusta.

Increase community awareness and alignment by engaging with existing like-organizations and identifying new organizations /communities with which to partner.

Increase Augusta experiences knowledge with hospitality training, and raise awareness of enhanced experiences for groups which will encourage repeat visits and extended stays.

Implement a partner satisfaction survey to determine how partners feel about the effectiveness of Destination Augusta's work, visitor spending, and lead to opportunities for growth and greater community alignment.

Highlight new attractions, experiences, and venues via partner premiere mixer events to Create collaboration and generate community awareness.

Celebrate and promote National Travel and Tourism Week with engaging industry activities such as media trivia night and Masters of Hospitality recognition event.

Foster collaboration and equip hospitality partners with resources, opportunities, and information by hosting strategic semimonthly tourism experience partner meetings.

CONT. Execute the Augusta State of Tourism event to highlight the impact of visitors and the efforts of Destination Augusta, Augusta Sports Council, and Film Augusta to promote awareness of travel and tourism benefits for Augusta.

Produce and distribute engaging and informative industry communications via newsletters, social media, and direct outreach.

Activate, train, and maintain a Hype Team of volunteer tourism ambassadors who provide representation at activations in the community such as Fort Gordon and Arts in the Heart Festival.

Activate our brand and information via Hype Team, kiosks, booth space, blow up photo opp, and other engaging assets that help guide visitor and local engagement with our community at city-wide events.

Recognize front-line hospitality staff through the Masters of Hospitality program, recognize all nominees, and host recognition event in May. Engage residents in discussion about their perception of tourism, awareness of Destination Augusta, and interest in new destination development through resident sentiment engagements while speaking to local civic groups and organizations.

AUGUSTA & CO. Feature local artists and the vibrancy of Augusta arts through the Augusta & Co. Gallery, partnering with the Greater Augusta Arts Council to curate it.

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STRATEGY 4 ADVOCATE AND PROVIDE LEADERSHIP MARKETING Grow as industry and community leaders through specialized training and community involvement.

Lead expanded CRM training for the staff Conduct and support tourism partner training Guide tourism partners in impactful marketing practices.

Build out Partners in Promotion Program for 2027 launch.

Establish a foundation for destination and marketing data analysis.

Host the third annual Destination Augusta Media Partner Meet Up for marketing vendors.

COMMUNITY ENGAGEMENT& DESTINATION EXPERIENCES

GROUP BUSINESS DEVELOPMENT Lead Director of Sales training and ideasharing.

Launch a comprehensive research plan beginning with a branding/positioning research study and exploring local sentiment to better position Augusta as a destination to visitors while gaining the support and buy-in of locals.

Improve and grow the knowledge of local media/influencers regarding travel and tourism in Augusta, by hosting a dedicated event that highlights our community value and positions our organization as a trusted resource for story development.

Increase community outreach by delivering informative presentations at local meetings, civic groups, and community events to strengthen awareness of our mission and initiatives.

Utilizing the Advocacy Committee, develop an advocacy plan with action items to strengthen Destination Augusta's initiatives, and to grow the destination.

STRATEGY 5 CULTIVATE A HIGH-PERFORMANCE CULTURE, INVEST IN EMPLOYEE GROWTH, LEADERSHIP, TECHNOLOGY MARKETING COMMUNITY ENGAGEMENT& DESTINATION EXPERIENCES GROUP BUSINESS DEVELOPMENT DESTINATION DEVELOPMENT AUGUSTA & CO. FILM AUGUSTA 9

Each department and employee is empowered to engage in industry conferences and programs promoting professional growth and new ideas. We’ll lean into new technology and process training to ensure growth and leadership in both our organization and industry.

STRATEGY 5 CONT. CULTIVATE A HIGH-PERFORMANCE CULTURE, INVEST IN EMPLOYEE GROWTH, LEADERSHIP, TECHNOLOGY ADMINISTRATION, OPERATIONS & GOVERNANCE PRIORITIES Foster a vibrant work culture measured by a Net Promoter Score More robust and impactful Engagement Team events.

Comfort improvements throughout building.

Implement 2025 employee feedback.

Increase staff and board engagement.

Gather employee feedback to increase our Net Promoter Score.

Continue to grow/improve wellness program.

Financial insight and updates for informed decision-making Provide knowledge and tools to make datainformed decisions.

Provide operations finance reporting to team leaders.

Continued building and system improvements Improve/strengthen building protocols, safety and security upgrades.

Create building maintenance plan for short and long-term projects/improvements.

Accommodate organizational growth.

Rethinking existing spaces in innovative ways.

Improvements for parking lot safety.

Employee development plan and learning framework Career Development Path implementation.

Focus on personal and professional development for team as a whole.

Arts in the Heart of Augusta Festival

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TopGolf Augusta

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DESTINATION AUGUSTA

2026: SUCCESS BEYOND THE NUMBERS Augusta keeps growing and Destination Augusta is growing with it. One might even say that we're a catalyst for growth, as we consistently build and expand programs, campaigns, and relationships that foster the types of collaboration that elevate our city. While rising numbers are an indicator of growth, we're also watching our destination thrive in the smiles of travelers, increased engagement with local businesses, and positive change in our community. There's just so much to "feel good" about in Augusta!

BENNISH BROWN President/CEO Destination Augusta

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Springfield Village Park

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