TOWN OF BLUFFTON INDUSTRY METRICS
FY 25 -Q 4 Update
FY 25 -Q 4 Performance Metrics & Update
April 1 - June 30, 2025
As the Town of Bluffton’s official Destination Marketing Organization (DMO), we are the leader in promoting tourism to the destination. By understanding today’s travelers and adapting to the changing landscape of the industry, we are able to execute the comprehensive Town of Bluffton Marketing Plan.
The quarterly report focuses on the metrics outlined within the contract, but we also wanted to share the additional efforts and initiatives worked on during FY25 – Q4.
Town of Bluffton Marketing Plans, Reports, and Presentations
• 04/04/2025, 05/05/2025, and 06/05/2025 Submitted three monthly reports to the town staff.
• 05/15/2025, Submitted the Town of Bluffton FY25-Q3 report to town staff.
• 06/10/2025 Attended Town of Bluffton town council meeting.
Dedicated Official Bluffton Vacation Planner
April 1 - June 30, 2025
The Official Vacation Planner is the first touchpoint visitors receive when planning their visit to the Heart of the Lowcountry™.
We receive requests for this piece from multiple platforms; online, media, and phone inquiries. In addition, we distribute the planner to all state welcome centers, hotels, airports, AAA offices, tradeshows and included in all public relations outreach.
Official Bluffton Vacation Planner: 8,550
Official Hilton Head Island, Bluffton, Daufuskie Island Vacation Planner: 12,114
We continue our efforts with the College of Charleston in collecting visitor profile surveys and understanding the demographics of those who are traveling to the Town of Bluffton.
FY 25 -Q 4 Bluffton Website Performance
April 1 - June 30, 2025 +20.5% POP
Website Sessions
54,789
YOY
Partner Referrals/Click Throughs Made to Area Business
10,786
YOY
Paid social was a significant traffic driver, accounting for 65% of all traffic and contributing to 16% of partner referrals, resulting in a strong 4.94% referral rate—a remarkable 139% increase YOY. Google CPC traffic remained largely consistent, experiencing only an 8.7% decrease in sessions YOY, yet it generated a robust 57% referral rate, the highest we’ve observed since Q3 last year. Conversely, organic sessions saw a notable 48% drop compared to the previous year.
Looking at regional performance, New York was a standout, showing a 21% increase in sessions YOY and achieving a 15% partner referral rate, ranking as the third highest among our top 10 regions. Virginia and Ohio also performed exceptionally well; despite contributing only 3% of total sessions, both regions generated the highest referral rates at 17% and saw impressive session increases of 16% and 110%, respectively. Website Visits
FY 25 -Q 4 Destination Social Report
April 1 - June 30, 2025
Facebook Page Likes
47,444
Instagram Followers
Engagements
21,823
13,706 Instagram Engagements
14,993
Followers
737
TikTok Followers
2,392
Engagements
233
TikTok Engagements
451
This quarter (April 1 – June 30, 2025) reflected solid audience growth across all tracked platforms, underscoring ongoing momentum in brand visibility and follower acquisition. Notably, Instagram and Facebook both experienced strong year-over-year (YOY) follower growth of +22% and +15.2% respectively, while TikTok (+3.8% YOY) and X (+6.2% YOY) also demonstrated steady gains.
While Facebook (-34.1% YOY) and Instagram (-32.2% YOY) engagements declined, these results contrast with the strong follower growth on both platforms, suggesting a need to revisit content format, posting frequency, or promotion strategy to better convert reach into interaction. On the other hand, TikTok (+17.8% YOY) and X (+128.4% YOY) saw notable gains in engagement, with X showing the most dramatic increase, likely driven by more targeted or resonant content despite being a secondary channel.
These insights affirm that our community is continuing to grow meaningfully, even as platform dynamics evolve. Looking ahead, our team is focused on refining engagement strategies and exploring new content approaches to ensure audience growth is matched by interaction across high-opportunity channels like TikTok and Instagram.
FY 25 -Q 4 Destination Metrics
April 1 - June 30, 2025
As the Official DMO for the Town of Bluffton and based on our official contract, below are the quarterly metrics for the time frame of April 1 - June 30, 2025.
This quarter proved challenging for the hotel sector. Despite the Easter holiday and the start of peak travel season, economic uncertainties continue to weigh on visitor sentiment. Recent reporting from The Washington Post indicates that summer vacation spending could decline by up to 25%, as travelers grapple with concerns over rising inflation and the cost of living.
Despite these challenges, the peak season still offers promising opportunities. With favorable weather and key events on the calendar, the hotel sector is well-positioned to capture renewed demand and build momentum through the heart of peak season.
FY 25 -Q 4 Public Relations Overview
Bluffton Story Highlights April 1 - June 30, 2025
Source: Critical Mention / BurrellsLuce / Weber Shandwick
$585,029.06
April
Country Living (UVPM: 1,302,101):
5 Under-the-Radar Small Towns Worth Checking Out This Spring
Southern Living (UVPM: 2,576,884):
10 Family-Friendly Resorts You’ll Want To Visit Year After Year
Travel + Leisure (UVPM: 2,455,000):
South Carolina’s Lowcountry Has Quiet Towns, Beautiful Coastal Waterways, and a Fascinatingly Complex History-Here’s
What It Was Like to Visit
May
Southern Living (UVPM: 2,576,884):
15 Small Towns In South Carolina We’d Move To In A Heartbeat
Country Living (UVPM: 1,302,101):
How to Spend a Perfect Lowcountry Weekend in Charleston
People Magazine (UVPM: 67,242,771):
New York Teacher Wipes Away Tears as She Wins HGTV Dream Home 2025
and Becomes First-Time Homeowner (Exclusive)
June
Southern Living (UVPM: 2,576,884):
7 Waterfront Resorts That Prove Rivers, Lakes, And Bays Are Just As Good As The Beach
The Grio (UVPM: 3,130,478):
‘The culture still runs through us’: Ma Daisy’s restaurant honors Gullah Geechee roots and Black pride
Travel Noire (UVPM: 903,902):
Inside Ma Daisy’s: The Only Restaurant Preserving Gullah Culture in Bluffton, South Carolina
FY 25 -Q 4 Events
April 1 - June 30, 2025
For FY25-Q4 time frame, our organization’s events included:
• Hosted an AI seminar with the Don Ryan Center for Innovation at the Culinary Institute of the South as part of Small Business Week – May 6
• Hosted the Bluffton Block Party at Agave as part of Small Business Week – May 15
• Chamber Champion reception at Colleton River – June 24
• Conversation + Cocktails at Hampton Hall – June 25
FY 25 -Q 4 Ribbon Cuttings
April 1 - June 30, 2025
Groundbreaking of the Novant Health Bluffton Emergency Department – April 2
Graduated the Leadership Class of 2025 on June 4 with Bluffton participants:
• Paul Arvantides, Don Ryan Center for Innovation
• Angela Douglas, Town of Bluffton
• Andrew Dunlap, Shoreline Construction
• Hannah Hartberger, Town of Bluffton
• Stephanie Jurczak, Encompass Health Rehabilitation Hospital of Bluffton
• Olivia Root, Taylor’s Quality Landscape Supply
• Jose Vargas, Sparklight/Hargray Communications
• Graduated over 30 students from the Junior Leadership program, including those from May River High School, Bluffton High School, Hilton Head Christian Academy, Cross Schools, and POPe John Paul II Catholic School
Lotus Health – June 9
Daniel Ravenel Sotheby’s International Realty – April 23
Beaufort Memorial’s Bluffton Community Medical Campus on Buckwalter Parkway – June 7
Juicebox Natural Wine & Craft Beer – June 18
FY25-Q4 Quarterly Highlight Celebrating Bluffton’s Gullah Heritage
April 1 - June 30, 2025
Natasha Alford: TheGrio (UVM: 3,130,478)
• ‘The culture still runs through us’: Ma Daisy’s restaurant honors Gullah Geechee roots and Black pride
Jasmine Browley: Essence (UVPM: 3,211,180), Forbes (UVM: 517,828), BET (UVPM: 3,200,000)
• Forbes: From Greenwood To Farish Street: Young Black Leaders Are Creating A New Economic Renaissance
Mitti Hicks: TravelNoire, (UVPM: 803,226), National Geographic (UVPM: 7,300,000)
• Inside Ma Daisy’s: The Only Restaurant Preserving Gullah Culture in Bluffton, South Carolina
Publication:
TheGrio, Essence, Forbes, BET, TravelNoire
Why it matters:
Hosting writers from esteemed black publications to celebrate the opening of Ma Daisy’s Porch reflects our ongoing commitment to honoring Bluffton’s rich cultural heritage. This initiative showcases the vital role Gullah culture plays in shaping the Town’s identity, inviting visitors to connect with an authentic and meaningful experience. By highlighting Ma Daisy’s Porch as a destination for cultural preservation and celebration, we aim to deepen awareness and appreciation, supporting both the community and local businesses. This effort strengthens Bluffton’s position as a destination that values its history while fostering inclusive tourism growth.
Results:
Since full results aren’t yet available, a complete update on performance and statistics will be included in the next quarterly report, as more comprehensive coverage becomes available.
Destination Marketing Organization
Revenues - Town of Bluffton DMO
Town of Bluffton Special Grant - Special
Total Revenue
Expenses
Vacation Planner - Regional (estimated)
Fulfillment-Regional Vacation Planner (estimated)
Vacation Planner - Bluffton Only Guide
Fulfillment-Bluffton Only Guide
Digital Promotions - Social Media
Digital Promotions - Website/SEO
Digital Promotions - Google/Facebook
Photography
Leisure Marketing - Other
Total direct marketing expenses
Administrative (Based on 37.3% of expected annual revenues)
Salaries
Payroll taxes
Employee benefits - 401K
Employee benefits - Insurance
Operations - Other
Operations - Building Expense
Total administrative
Total expenses
Excess of revenues over expenses $ 20,000 $ 8,000 $80,992 $ 5,347 $ 18,750 $ 30,690 $ 41,990 $ 850 $ 101 $ 349,698$349,698 $ 206,720 $ 109,560 $ 7,669$
Important Note on Estimated Costs: The Vacation Planner/Fulfillment are shared expenses with the Town of Hilton Head Island, Beaufort County, and the State of South Carolina and are not reconciled until the end of the fiscal year.
Meet Your Team
Executive
BILL MILES, IOM, CCE
President & CEO
bmiles@hiltonheadisland.org
CONNIE KILLMAR
Assistant to the President ckillmar@hiltonheadisland.org
Communications
CHARLIE CLARK
Vice President, Communications cclark@hiltonheadisland.org
LAURA ALICE HENDERSON
Director of Programs & Events lahenderson@hiltonheadisland.org
HALLIE MARTIN
Director of Communications hmartin@hiltonheadisland.org
DASHAE MIDDLETON
Visual Content Coordinator dmiddleton@hiltonheadisland.org
JORDAN MATTHIS
Visual Content Coordinator jmatthis@hiltonheadisland.org
Finance & Administration
RAY DEAL
Controller rdeal@hiltonheadisland.org
KELLY MCCALLISTER
Assistant Controller kmccallister@hiltonheadisland.org
Visitor & Convention Bureau
ARIANA PERNICE
Vice President, Visitor & Convention Bureau apernice@hiltonheadisland.org
MAKENNA HENRY
Director of Marketing mhenry@hiltonheadisland.org
ZACK SHEDD
Senior Sales Manager zshedd@hiltonheadisland.org
CHASE O’DELL
Research Manager codell@hiltonheadisland.org
ROBERT OBERNIER
Website Administrator robernier@hiltonheadisland.org
KYLEIGH LEAF
Marketing Coordinator kleaf@hiltonheadisland.org
Information Specialist
KATHY WININGS
Information Specialist kwinings@hiltonheadisland.org
LAURA HIGGINS
Information Specialist lhiggins@hiltonheadisland.org
LINDA LANIER
Information Specialist llanier@hiltonheadisland.org
