25 -Q 1 Update
FY 25 -Q 1 Performance Metrics & Update
July 1 - September 30, 2024
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 – Q1.
Town of Bluffton Marketing Plans, Reports, and Presentations
• 7/3, 8/5 and 9/5/24 Submitted three monthly reports to the town staff.
• 08/15/24, Submitted the Town of Bluffton FY24-Q4 report to town staff.
• 9/10/24 Present during Bluffton town council meeting.
Dedicated Official Bluffton Vacation Planner
July 1 - September 30, 2024
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.
FY25-Q1 Mail Fulfillment and Distribution
Official Bluffton Vacation Planner: 4,790
Official Hilton Head Island, Bluffton, Daufuskie Island Vacation Planner: 12,684
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. Research
FY 25 -Q 1 Bluffton Website Performance
Website Visits
July 1 - September 30, 2024 -40.38% YOY
Website Sessions
41,959
Partner Referrals/Click Throughs Made to Area Business
7,405
YOY
Organic search visibility and decreases in clicks and impressions on branded search organic keywords continue to impact site visitation and conversion. To combat this, we’ve introduced new campaigns that drive to landing pages that encourage users to go deeper into the website and experiences in Bluffton.
While website sessions were considerably down, this is partially explained by budget decreases toward paid search and a corresponding decrease in visitation. From an organic standpoint the website traffic has significantly slowed due to Google algorithm changes and reduced event demand. To recover, we’re creating more unique, informative content and putting increased focus on content performance.
FY 25 -Q 1 Destination Social Report
July 1 - September 30, 2024
Facebook Page Likes
1,135
Instagram Followers
11,784
Followers
700
TikTok Followers
2,305
-7.3% YOY
Facebook Engagements
14,609 +20.6% YOY
Instagram Engagements
10,534
YOY
YOY
Engagements 32
TikTok Engagements
1,114
Overall, Q1 was successful for Bluffton’s social media presence.
We saw significant growth in Instagram followers and TikTok engagements, indicating that our content is both reaching and resonating with newer, more active, audiences. Last year, we shared more video content, which resulted in higher reach and engagement. Moving forward, we’re maintaining a consistent posting cadence to keep metrics stable and we’re continuing to make video an integral part of our strategy.
YOY
FY 25 -Q 1 Destination Metrics
July 1 - September 30, 2024
As the Official DMO for the Town of Bluffton and based on our official contract, below are the quarterly metrics for the time frame July 1 - September 30, 2024.
OCC: Occupancy Rates
ADR: Average Daily Rate
RevPAR: Revenue per Available Room
The occupancy rates show modest declines year-over-year (YOY), with August showing the sharpest decrease at -6.1%. However, the declines in July (-1.5%) and September (-1.2%) were relatively small. The higher occupancy in July and September indicates these months were better in terms of filling rooms compared to August, which might be linked to summer season peaks in July and end-of-summer travel in September. August’s drop is the most notable, likely reflecting either a temporary demand dip, competitive market conditions, or external factors like weather (Tropical Storm Debby).
Across the board, ADR declined year-over-year, with the steepest drop in July (-5.3%). This could indicate that hotels or lodging providers were discounting prices to sustain occupancy levels during the peak summer travel period. The declines in August (-2.8%) and September (-0.8%) were smaller, suggesting that while the market remained competitive, there was less pressure to discount as much in those months compared to July. The steady decrease in ADR might be a sign of pricing pressure due to competition or reduced consumer willingness to pay higher rates, which could affect overall revenue performance.
Source: Keydata Monthly Trend Report
FY 25 -Q 1 Public Relations Overview
Bluffton Story Highlights July 1 - September 30, 2024
Stories/Mentions
41 Impressions
1,286,863,399 Ad Value
$ 743,910.36
July
AARP (UVPM: 15,398,591):
8 Fun Ideas for Vacations With Young Grandkids (EARNED)
Harper’s Bazaar (UVPM: 16,339,935):
Hailey and Justin Bieber “Trying to Keep Everything Sacred” Ahead of Baby’s Birth
Yahoo Sports (UVPM: 29,776,338):
The best public-access and private golf courses in South Carolina, ranked
August
WORLD ATLAS (UVPM: 5,081,569):
9 Oldest Founded Small Towns in South Carolina to Visit in 2024
People (UVPM: 65,602,386):
Justin Bieber and Wife Hailey Announce
Arrival of First Baby: ‘Welcome Jack Blues Bieber’
September
MICHELIN Guide (UVPM: 3,596,243):
The First MICHELIN Key Hotels: All the Keys in the United States
• Also shared in Skift (UVPM: 359,325) and TravelPulse (UVPM: 405,329
People (UVPM: 65,602,386):
Hailey Bieber Celebrates 6th Wedding Anniversary with Husband Justin Bieber: ‘Love You’
• Syndicated to Yahoo News (UVPM: 180,344,395)
Atlanta Magazine Online (UVPM: 334,251):
8 quick getaways from Atlanta that make for perfect vacations
Source: Critical Mention / BurrellsLuce / Weber Shandwick
FY 25 -Q 1 Events
July 1 - September 30, 2024
For FY25-Q1 time frame, our organization’s Bluffton events included:
• Bluffton Regional Business Council
• SC Chamber Grassroots Tour
• Jr. Leadership
• Ribbon Cuttings
FY 25 -Q 1 Ribbon Cuttings
July 1 - September 30, 2024
Eggs Up Grill
Revolutionary Financial
TC Backer Construction
Brims on Bluff
FY 25 -Q 1 Media Partnership - Garden & Gun
Campaign Date: June - October
Publication:
Garden & Gun is a lifestyle brand that covers the best of the south including sports, culture, food, music, art, literature, people and their ideas.
Activation:
Digital branded content promoted on Garden & Gun website and social channels, along with enewsletter feature and display ads.
Destination Marketing Organization
Revenues - Town of Bluffton DMO Town of Bluffton Special Grant - Special
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 - Other Total direct marketing expenses
Administrative (Based on 37% of expected annual revenues)
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
HALLIE MARTIN
Director of Communications hmartin@hiltonheadisland.org
DASHAE MIDDLETON
Visual Content and PR 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
KATIE CACCIOLA
Director of Marketing kcacciola@hiltonheadisland.org
ZACK SHEDD
Multimedia 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
