TOWN OF BLUFFTON INDUSTRY METRICS
FY 26 -Q 1 Update
FY 26 -Q 1 Performance Metrics & Update
July 1 – September 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 FY26-Q1.
Town of Bluffton Marketing Plans, Reports, and Presentations
• 07/04/25, 08/05/25, and 09/05/25 Submitted three monthly reports to the town staff.
• 08/14/25, Submitted the Town of Bluffton FY25-Q4 report to town staff.
Dedicated Official Bluffton Vacation Planner
July 1 – September 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.
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 26 -Q 1 Bluffton Website Performance
July 1 – September 30, 2025
Website Visits
Website Sessions
70,616
+28% POP
Referrals/Click Throughs Made to Area Businesses
12,452
+14% POP +68% YOY +68% YOY
Facebook Paid Social was the primary driver this quarter, delivering 73% of total traffic and showing a significant 143% year-over-year increase. Our Google campaigns contributed a smaller share at 11.6% (+17.7% YOY) but proved highly valuable, achieving a partner referral rate 82% higher than traffic from Google Organic search, which itself saw a 30% decline.
While we saw year-over-year organic traffic drop in specific states—notably Florida (-65%), Georgia (-46%), and South Carolina (-20%)— performance from Google campaigns in Georgia and South Carolina remained robust. Focusing on conversions, South Carolina, Georgia, and North Carolina were our top-performing regions, with partner referral rates between 25% and 35%, an impressive surge of up to 165% above the 17.6% monthly average.
FY 26 -Q 1 Destination Social Report
July 1 – September 30, 2025
Facebook Page Likes
3,335 Facebook Engagements
YOY
POP
Instagram Followers
124,643
14,526 Instagram Engagements
YOY
POP
756
TikTok Followers
2,453
YOY +3% POP
+6% YOY +3% POP
13,647
Engagements
TikTok Engagements
486
YOY
YOY
POP
YOY
YOY
POP
Facebook was a standout performer this quarter, with Page Likes increasing an incredible 193.8% YOY to 3,335. Similarly, total engagements soared by 99.4% YoY, reaching 124,643. This massive growth confirms our content is not just reaching a wider audience but is actively resonating with them. Our Instagram presence saw continued, steady growth, with our follower count climbing 23.3% YOY to 14,526. Total engagements for the quarter were 13,647, an increase of 8.8% YOY, demonstrating consistent community interaction
Our X account showed impressive growth, with followers up 8% YOY and total engagements surging by an exceptional 138.9% YOY
This confirms that our strategic shift toward a more community-focused content approach is successfully building a more interactive and loyal audience On TikTok, we saw our follower base grow by 5.7% YoY to 2,453. Our total engagements also increased by a strong 58.8% YOY, indicating that our brand is successfully gaining traction and building a presence on this key platform
FY 26 -Q 1 Destination Metrics
July 1 – September 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 July 1 – September 30th, 2025.
Occupancy
This was a softer quarter for Bluffton’s lodging sector, reflecting the nationwide trend of moderating occupancy amid broader economic uncertainty. However, rates have held firm, underscoring the continued appeal of the Bluffton market. With new development, special events, and steady regional demand, we’re optimistic about a stronger performance heading into the new year.
FY 26 -Q 1 Public Relations Overview
Bluffton Story Highlights July 1 – September 30, 2025
Stories/Mentions 30
July
Ebony (UVPM: 318,151): Ebony Eats
Shared with the publication’s 1.3M Instagram followers (see post here )
Forbes (UVPM: 75,781,066): From Bluffton, And Greenwood To Farish Street: Young Black Leaders Are Creating A New Economic Renaissance
347,109,967
Source: Critical Mention / BurrellsLuce / Weber Shandwick
August
Travel + Leisure (UVPM: 2,455,000):
10 Best Vacation Destinations for Seniors
$256,189
September
Glamour (UVPM: 9,150,956): 29 Couple-Approved Trips for Your Next Romantic Getaway
World Atlas (UVPM: 1,006,409): The 7 Most Charming River Towns in South Carolina
Southern Living (UVPM: 2,576,884):
10 Best Fall Getaways In The South, According To Travel Experts Syndicated to AOL (UVPM: 8,991,000) and Yahoo! Life (UVPM: 157,551,199)
FY 26 -Q 1 Events
July 1 – September 30, 2025
For FY26-Q1 time frame, our organization’s events included:
• Link s & Legacy Golf Invitational at Colleton River
• Conversation + Cocktails at The Loft (Nectar Bluffton)
•South Carolina Chamber Blueprint Luncheon at TCL Culinary Institute of the South (formally Grassroots Tour) in partnership with the Greater Bluffton Chamber, Beaufort Regional Chamber, and Jasper County Chamber
FY 26 -Q 1 Ribbon Cuttings
July 1 – September 30, 2025
Novant Healthcare at Westbury Park
Ma Daisy’s Porch
221B Studios
Wildflower Girls
FY 26 -Q 1 Quarterly Highlight
July 1 – September 30, 2025
Condé Nast Traveler:
23 Best Family Luxury Resorts in the U.S.
Why it matters:
Features like this demonstrate how our destination marketing efforts continue to spotlight Bluffton’s unique culture, character, and sense of place. National coverage—such as the recent mention of Montage Palmetto Bluff—underscores that our storytelling is resonating with high-value audiences and strengthening awareness of Bluffton as a premier Lowcountry destination.
FY 26 -Q 1 Budget
July 1 – September 30, 2025
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
Leisure Marketing - (Walking Tour Guide)
Leisure Marketing - Other
Total direct marketing expenses
Administrative (Based on 39% 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 $ 3,000 $ 2,000 $ 39,000 $ 955 $ 4,874 $ 8,090 $ 10,767 $ 3,662$ 130,639$130,639 $ 73,348 $ 25,048 $ 1,753 $ 1,503 $ 1,904 $ 3,400 $ 1,981 $ 35,588 $ 107,936 $ 22,703
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
RACHEL MCLAIN
Sales and Marketing Coordinator rmclain@hiltonheadisland.org
TARA FRANK
Director of Sales tara@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
