Hilton Head Island FY24 - Q1 Update

HILTON HEAD ISLAND-BLUFFTON CHAMBER OF COMMERCE QUARTERLY REPORT FISC AL YEAR 2024-Q1

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TA B L E O F CONTENTS BOARD OF DIRECTORS

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VISION AND MISSION

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CHAMBER OF COMMERCE

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VISITOR & CONVENTION BUREAU DESTINATION MARKETING ORGANIZATION “DMO”

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COMMUNITY CORNERSTONE PLAN

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2023 BOARD OF DIRECTORS EXECUTIVE COMMITTEE

CHAIR Susana Cook

Hilton Garden Inn

VICE CHAIR, PUBLIC POLICY

VICE CHAIR, WORKFORCE & EDUCATION

Ahmad Ward

Jay Wiendl

Historic Mitchelville Freedom Park

IMMEDIATE PAST CHAIR Chris McCorkendale

Operation Patriots Forward Operating Base

VICE CHAIR, MEMBERSHIP Andrew Carmines

Hudson’s Seafood House on the Docks

VICE CHAIR, BLUFFTON REGIONAL BUSINESS COUNCIL

VICE CHAIR, SMALL BUSINESS

Mary Lee Carns

Andrea Bragg

VICE CHAIR, FINANCE

VICE CHAIR, VISITOR & CONVENTION BUREAU

Technical College of the Lowcountry

Ray Warco

Center for Strategic Planning USCB

The Beach House Resort, Hilton Head

PRESIDENT & CEO William G. Miles, IOM, CCE Hilton Head Island-Bluffton Chamber of Commerce

Forsythe Jewelers

Caleb Graham

Ocean Oak Resort by Hilton Grand Vacations

BOARD OF DIRECTORS Jean Beck, RCE

Hilton Head Area REALTORS®

Steve Birdwell

The Sea Pines Resort

Joel Braun Hargray

Lola Campbell

Binya Boutique, LLC

Chris Corkern

Prudential Financial

Berl Davis

Palmetto Electric Cooperative

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Greg Kelly

Joel Taylor

Diana McDougall

Mike Tighe

Savannah/Hilton Head International Airport Coastal States Bank

Walter Nester Burr & Forman

Dr. Al Panu

University of South Carolina, Beaufort

Jon Rembold

Hilton Head Island Airport

Hilton Head Island Regional Healthcare Westin Hilton Head Island Resort & Spa

Steve Wilmot

Heritage Classic Foundation

Alan Wolf

SERG Restaurant Group

O R G A N I Z AT I O N ’ S V I S I O N & M I S S I O N VISION

MISSION

To ensure the Hilton Head Island region is a welcoming community, focused on embracing nature, culture and economic vibrancy for residents and visitors.

Stimulate the regional economy while enhancing quality of life for all.

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CHAMBER OF COMMERCE

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CHAMBER GUIDING PRINCIPLES

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SERVE AS A VOICE AND ADVOCATE FOR THE BUSINESS COMMUNITY.

MAINTAIN THE HIGHEST ETHICAL STANDARDS IN ALL WE DO.

WORK TO PRESERVE AND ENHANCE THE PRUDENT GROWTH, QUALITY OF LIFE, AND CHARACTER OF OUR REGION.

DEVELOP COLLABORATIVE RELATIONSHIPS ONLY IN AREAS WHERE THE PARTNERSHIP CAN ACCOMPLISH THAT WHICH OUR ORGANIZATION CANNOT DO ALONE.

MAKE DECISIONS BASED ON A LONG-TERM PERSPECTIVE.

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CHAMBER MEMBER & COMMUNITY OUTREACH CHAMBER E-NEWS Keeping residents and members informed of what’s happening in our community and beyond.

MONDAY BRIEFING

LOWCOUNTRY LOWDOWN

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RESIDENT UPDATES

THREE THINGS TO KNOW

CHAMBER SOCIAL MEDIA Celebrating community, and building awareness and support for community events and chamber initiatives.

@hhibchamber

@hhibchamber

@hhibchamber

@HiltonHeadIsland-BlufftonChamber

29,800+

@hhibchamber

TOTAL FOLLOWERS

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ADDITIONAL CHAMBER SOCIAL EFFORTS Social posts on the chamber social channels, @hhibchamber, in support of Hilton Head Island and town events and initiatives: 360/40 Celebration:

• Promoted all events • Opening ceremony • Palmetto Breeze Trolley Rocks • Celebration of Gullah Culture • 9/11 Ceremony • Hilton Head Island Jams • Coastal Discovery Museum Behind-The-Scenes Tour • Community Concert

Town of Hilton Head Island Fire Rescue’s Ben Franklin Award for Valor (share from Town of HHI)

Independence Day fireworks (share from Town of HHI)

Shelter Cove Towne Centre’s Sunset Celebration

• Covered and promoted opening ceremony, various event and Lantern Parade

Binya – Hilton Head’s donation of books to the Hilton Head Island Boys & Girls Club

Promoted Crescendo

L3Harris Tour with the Town of HHI

Palmetto Breeze Trolley service conclusion

Amiri Farris’ painting of Thomas Barnwell at Town Hall

5 posts of sunrise/sunset/ beaches beauty shots

Latinos Unidos (share from Town of HHI)

4 posts about Sea Turtle Patrol nest milestones and hatchlings

Sea Pines Shrimp Festival (share from Town of HHI)

Town hiring Andrew Davis as Director of Marketing & Communications (share from Town of HHI)

National Lighthouse Day featuring the Harbour Town Lighthouse

CHAMBER EVENTS Promoting island events and festivals for residents and the business community.

Promoted an average of over 24 events per week in Lowcountry Lowdown email to over 6,800 residents and members.

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3 Power Hour Tele-Town Halls Hosted three Power Hour events with over 100 attendees each, which included speakers talking about Hilton Head Island events and hot topics.

•

Frank Soule

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Natalie Harvey

Island Rec Center, on fall festivals

Director of the Town of Hilton Head Island’s Office of Cultural Affairs, on the 360/40 Celebration and Crescendo

CHAMBER PODCAST Hosting conversations with local entities, building awareness for events such as the 360/40 Celebration, local history, what’s happening in the community, and more.

7,000+

TOTAL DOWNLOADS

400+

NATALIE HARVEY ON THE 360/40 CEREMONY

JOHN CRANFORD ON ARTS AND CULTURE

EXPLORE MITCHELVILLE EXECUTIVE DIRECTOR AHMAD WARD

HERITAGE LIBRARY’S BARBARA CATENACI

DOWNLOADS FOR THE HILTON HEAD ISLAND HISTORY HIGHLIGHTS SERIES

NATIVE ISLANDER TOM BARNWELL

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VISITOR & CONVENTION BUREAU DESTINATION MARKETING ORGANIZATION “DMO”

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E N S U R I N G O U R # 1 E CO N O MY Our marketing efforts share a common objective of supporting the growth and sustainability of our tourism industry. Tourism is the number one economic driver for the region and has a direct impact on the quality of life for our community. The success of our tourism industry directly correlates to the growth and enhancement of our infrastructure, our employment rates, and the success of local businesses throughout the island.

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FY 2023-2024 MARKETING COUNCIL MEMBERS The Hilton Head Island Marketing Council serves as an advisory and advocacy committee to the Hilton Head Island Visitor & Convention Bureau. The Council represents cross sections of the island’s diverse travel and tourism industry and guides the planning and execution of the annual Destination Marketing Plan.

The Council also includes representatives from the Town of Hilton Head Island Town Council and Staff. The committee monitors the plan’s effectiveness and results making recommendations for improvements and enhancements when needed.

Vice Chairman, Visitor & Convention Bureau Caleb Graham General Manager, Ocean Oak Resort by Hilton Grand Vacations

Arts Seat Natalie Harvey

Director of Cultural Affairs Town of Hilton Head Island

Attractions Seat Rex Garniewicz, Ph.D.

President & CEO Coastal Discovery Museum

Convention Property Seat Teresa Manzolillo

Director of Sales and Marketing Marriott Hilton Head Resort & Spa

Convention Property Seat John Munro Vice President of Hospitality, Sales & Marketing The Sea Pines Resort

Cultural/ Historical Seat Courtney Young

President/CEO ForeSight Communications, LLC

Ecotourism Seat Mike Overton Founder & CEO Outside Brands

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Entertainment Seat Ryan Larson Director of Marketing SERG Group

Golf Seat Brad Marra

Chief Operating Officer Palmetto Dunes Oceanfront Resort

Home & Villa Seat Dru Brown

Managing Partner Island Time Hilton Head

Outdoor Recreation/ Sports Julie Jilly Vice President Professional Tennis Registry

Restaurant Seat Catherine Reilley

Transportation & Tours Seat Lori Lynah

Director of Marketing and Air Service Development Savannah/Hilton Head International Airport

Transportation & Tours Seat Jon Rembold

Airports Director Hilton Head Island Airport/Beaufort Executive Airport

Town Council Councilman David Ames Ward 3

Town Representatives Josh Gruber, JD, MPA

Deputy Town Manager Town of Hilton Head Island

Director of Marketing and Operations Coastal Restaurants & Bars (CRAB)

Angie Stone

Retail Seat Beth Patton

Kelly Spinella

Marketing Manager Forsythe Jewelers

Assistant Town Manager Town of Hilton Head Island Marketing & Social Media Manager Town of Hilton Head Island

D E S T I N AT I O N VA L U E S & AT T R I B U T E S The Destination Values and Attributes were developed in lockstep with our DMO Marketing Council and the Town of Hilton Head Island. These values and attributes align with our 10-year destination management plan, three-year strategic plan, and annual marketing plan as well as the Town’s comprehensive plan and top 15 initiatives.

ATTRIBUTES

VALUES

The established values and attributes allow us to tell a deeper story that goes beyond our shoreline. These efforts allow us to connect and strengthen our relationship with the visitor and helps ensure a lasting relationship that brings them back year-after-year.

ARTS & CULTURE

ECOTOURISM

HISTORY

RECREATION

WELLNESS

Festival & Events

Sustainability

Native Islanders

Biking

Spas

Culture HHI

Wildlife

Historical Sites

Tennis

Outdoors

Theatres

Nature

Gullah

Pickleball

Beach Yoga

Performances

Sea Turtle Nesting

Tours

Golf

Culinary

Mitchelville

Oyster Recycling

Heritage Library

Water Excursions

Retail

Museums

Coastal Discovery

Beaches

Public Art

Community

Parks

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COMMUNITY CORNERSTONE PLAN

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DEFINING COMMUNITY CORNERSTONE Our community is the heart of who we are and how we present ourselves to the world.

Tourism is a competitive landscape. Every destination must compete with every other tourism destination for its share of the world’s attention, visitation, and investment.

A destination needs to integrate the community into marketing efforts to create the desire amongst travelers to want to experience the destination, meet its people and experience its authentic offering.

For any destination to ensure its competitive advantage and increase visitor revenue, there must be a clear strategic framework for developing, articulating, and promoting the destination brand. That is why destination marketing and management organizations exist. They have the unique mandate to steward the community’s identity and reputation in the global visitor marketplace on a daily basis.

A destination brand is rooted in the community’s priorities.

It is a common good and a shared value. Promoting the destination is for the benefit and well-being of everyone in the community. Therefore, the stewardship of the brand is an essential investment for enhancing the quality of life and increasing opportunities for all residents.

The Chamber warrants and represents that the marketing plan shall include a “Community Cornerstone Plan” which engages the community with public relations, education, and social media strategies.

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COMMUNITY CORNERSTONE PL AN

1A : FOST E R E F F E C T I V E A N D E XC LUS I V E C O M M U N I T Y C O L L A B O R AT I O N Aligning the principles of residents, industry stakeholders, small business, community groups and government organizations that balance and enhance resident quality of life and overall destination performance.

INITIATIVES

TACTICS

KPIs

FY24-Q1 PROGRESS

Continue ongoing resident sentiment survey program that measures and tracks support for the local visitor economy. Publish the results on a regular basis for ongoing conversation.

Implement an annual resident sentiment survey.

Growth in the number of surveys completed YoY.

Wave 1-2021: 2,979 responses Wave 2-2022: 3,292 responses Wave 3-2023: 2,829 responses* +/- 1.7% margin of error with a strong 95% confidence rate per MMGY Research *Slight dip in wave 3 due to survey timing.

Conduct live and virtual community speaking engagements, community updates regarding tourism, and surveys on a regular basis to gain resident feedback on quality of life.

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Present findings to key stakeholders: Town, residents, business partners, etc.

Completion of presentations to stakeholders annually.

Ongoing.

Benchmark and update resident sentiment results annually.

Monitor YoY increase/ decrease in sentiment and address accordingly.

Ongoing.

Host bi-annual community engagement events.

Event participant numbers.

We have chosen to talk about the survey results throughout the year via speaking engagements and presentations with various community and resident groups, along with other communication channels vs. holding two bi-annual community engagement events.

Regular cadence of Chamberdriven communications to local businesses, e.g. Monthly Power Hour, Monday Briefing, Chamber social, Chamber website, email campaign, regional and local media outlets.

Impressions & engagement, and open rate.

Inclusion across numerous communication platforms including social media, chamber resident email lists and chamber members (reach 34,460+) media outlets and community presentations throughout the year. Open rates for chamber communications are 74% above national average. Resident average open rate is 56%.

Designated resident & community communications, outreach and informational meetings.

Number of meetings held.

Number of attendees, reach and open rate.

Ongoing. Presentations for 5 different groups in Q1/Q2. Four more slated for Q3. See above for open rate information.

Deployment of annual resident sentiment surveys.

Number of surveys sent.

Number of surveys completed.

See numbers above. The chamber’s resident survey is the largest in the community with a strong statistical validity +/- 1.7% margin of error/95% confidence rate which has remained steady for all three waves.

INITIATIVES

TACTICS

KPIs

FY24-Q1 PROGRESS

Develop community-wide programs to increase awareness and support of tourism & hospitality as a key economic driver providing growth opportunities for all.

Tourism economy health check -town integration/ cadence 1x per year.

Contract deliverable, 1x per year.

In Progress

Further invest in data management platforms and community crowdsourcing tools to ensure intelligent, data-driven decision making, and resident priorities across all levels of the public and private sector.

Data management platform examples: STR, Keydata.

Establish platforms and set up reporting efforts (internal to Chamber).

Partner: College of Charleston Due: March 2024

In Progress Updated Platforms: STR, Keydata, Zartico Reporting: weekly, monthly, quarterly, annually.

1 B : AT T R A C T E X T R A O R D I N A R Y TA L E N T Resident quality of life and a positive visitor economy and brand are directly proportional to the quality of the local workforce. This must be prioritized more than ever before to ensure quality of life for residents and a positive visitor experience.

INITIATIVES

TACTICS

KPIs

FY24-Q1 PROGRESS

Work in partnership and enhance industry workforce development initiatives with the public sector, area schools, and industry partners.

Work to enhance presence with TCL/ Culinary Institute/ USCB/ high school guidance counselors/career fairs in an effort to build support for tourism and hospitality as a long term viable career.

Number of guidance counselor meetings held, number of career fairs attended.

In Progress

Chamber’s continued support of SC Apprentice Program, Chamber Junior and Senior Leadership programs that support the retention efforts regarding workforce and the tourism industry for this region.

Annual reporting on SC Apprentice Program engagement and support Reporting out on Leadership class community engagement and class projects.

In Progress

15 meetings held/attended 150 total attendance

SC Apprentice Program phasing out.

Development of a multi-pronged approach to develop and expand our local workforce.

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1C: DIVERSIFY THE VISITOR & LOC AL EXPERIENCE YEAR-ROUND More varied and integrated culinary, arts, cultural, historical, wellness, active, retail and evening experiences will attract high-value visitors who spend more, stay longer, and explore more of the destination.

INITIATIVES

TACTICS

KPIs

FY24-Q1 PROGRESS

Diversify the visitor by sharing different perspectives and representation across marketing touchpoints.

Increase diversified representation in marketing materials through a new photoshoot showcasing diverse talent.

Completion of photoshoot.

In Progress

Amplify local voices who can tell potential visitors about our culture and unique experiences in authentic ways through digital videos, email newsletters, and blogs.

Number of locals involved in program/sessions to their content.

This is a Q3/Q4 initiative.

In Progress, below efforts featuring locals to date: • 2023 Vacation Planner in marketing • 2024 Vacation Planner content/development • Condé Nast Traveler May - August • Departures July - September

1D: MODERNIZE MEETING & E V E N T C A PA B I L I T I E S F O R T H E F U T U R E Meeting and event planners today have a vast array of new technologies to drive audience engagement and business development. Destinations and their industry partners must have the required infrastructure and shared vision to deliver the event experience that today’s attendees expect.

INITIATIVES

TACTICS

KPIs

FY24-Q1 PROGRESS

Evaluate current incentives for investment in new and existing venue capital to compete with other like-size coastal destinations.

Conduct competitive assessment to evaluate our destination compared to other like-minded destinations and competitive product offerings.

Competitive assessment presentation.

In Progress, below are efforts to date: • Monthly Director of Sales & Marketing meetings • Direct solicitation: 125 (phone, e-mail, social media) • Sales appointments: 60 (sales calls, tradeshows, virtual) • Leads sent to partners: 34 RFPs (July 1 – September 30)

Collaborate with our local and state representatives to inform, educate and influence decisions as it relates to capital investment and infrastructure funding.

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Demonstrable influence on infrastructure decisions.

In Progress, below are some of the efforts to date: • 278 Corridor • Workforce Housing

1E: IMPROVE MOBILITY & CONNECTIVITY TO SUPPORT LOC AL BUSINESSES Mobility and connectivity support greater opportunities for residents, visitors, and industry stakeholders.

Continue to connect visitors and local businesses, both physically and digitally, to drive resident satisfaction, higher conversion, and increase incremental sales.

INITIATIVES

TACTICS

KPIs

FY24-Q1 PROGRESS

Increase rideshare and airport transportation options.

Prepare and release RFP for official regional shuttle/bus services.

RFP responses and successful bidding process.

In Progress, below are efforts to date: • SAV/HHH regular meetings

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O U T M A R K E T I N G S T R AT E G I E S & Q U A R T E R LY K P I s STRATEGIES

TACTICS

KEY PERFORMANCE INDICATORS

Community sentiment survey and

Community sentiment survey and continued benchmarketing

continued benchmarketing

CONNECT THE MARKETING PROMISE WITH THE ON-ISLAND EXPERIENCE

CREATE AN UNDERSTANDING OF AND RESPECT FOR OUR DELICATE ECOSYSTEM

DRIVE THE DISCOVERY AND EXPLORATION OF THE DESTINATION

Visitor Profile study Put The Beach to Bed Campaign

Eco Campaign

Campaign landing page visits Sustainability Build Out

Lead generation ads Island Time Blog Paid social media Search optimization Social media video/Reels/stories User generated content Chatbot evolution and optimization Digital experience personalization

Increase email signups Increase time spent on blog Increase social referrals Increase in content engagement metrics

Chatbot AI development

Digital display Connected TV and traditional broadcast Programmatic advertising Audio advertising Traditional ad placements (print and digital)

BUILD BRAND AWARENESS

Social media marketing (Facebook, Instagram, Spotify, Pinterest, Twitter)

Brand lift study Website traffic Paid media impressions Earned media impressions

User generated content curation Public relations (media outreach, partnerships, influencers, and earned media placements)

Email marketing

ENHANCE LEISURE AND MEETING AND GROUP BUSINESS BY SUPPORTING QUALIFIED VISITATION

Social and display remarketing advertising Search engine marketing Search engine optimization and local search Digital experience personalization LinkedIn (organic and paid) Networking Meetings and groups paid digital media

Website traffic Partner referrals Home and villa occupancy Hotel occupancy Direct solicitation for meeting/group (phone, email, social media Sales appointments (sales calls, trade shows, virtual) Leads sent to properties

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FY 2023 RESULTS Community sentiment survey completed Visitor Profile Study completed

FY 2024 Q1 PROGRESS Resident Sentiment Survey • Wave 1-2021: 2,979 responses • Wave 2-2022: 3,292 responses • Wave 3-2023: 2,829 responses* *+/- 1.7% margin of error with a strong 95% confidence rate per MMGY Research • *Slight dip in wave 3 due to survey timing.

Visitor Profile Study (VPS) • Ongoing. Surveys collected monthly for annual report.

Turtle landing page: • Sessions: 26,685 • Clicks: 2,682

Turtle Landing Page & Blogs: • Sessions: 23,702 • Clicks: 1,183 Dedicated landing pages/campaigns being developed for broader eco initiaitves.

Email list growth of 143,826 (8.9%)

Sessions: 29,478

Time spent on blog 3:04 (flat)

Social referrals: 12,565

Social referrals 345,816 (+12.4%)

Engagement rate: 66.31%

Bounce rate 46% (-8.8) Time on site 1:50 (+2.1%) Pages per visit 1.8 (+2.2%)

Time on site: 2:27 Pages per visit: 1.98

Chatbot engagements 2,685 (+60.3%)

Brand lift study being conducted spring 2023

In progress, results at the end of year.

Website traffic 3,064,623 (-10.2%)

Sessions: 797,368

129 million paid partner media impressions

Paid partner media impressions: 35.7 million Earned media impressions: 727 million

Website traffic 3,064,623 (-10.2%)

Sessions: 797,368

1,610,210 partner referrals (-5.2%)

Partner Referrals: 59,158

Home and Villa Occupancy 45% (+4%) ADR $496.00 (+13%) RevPar $221.00 (+18%) Hotel Occupancy 59.7% (-2.2%) ADR $246.82 (+2.9%) RevPar $147.39 (+0.7%) Direct solicitations 535 (phone calls, emails, social outreaches) Sales appointments: 352 101 (+73.2%) leads sent to properties

Home and Villa Occupancy: • July: 87%

Direct solicitation: 125 (phone, e-mail, social media) Sales appointments: 60 (sales calls, tradeshows, virtual)

• Aug: 62% • Sept: 50% Hotel Occupancy

Leads sent to partners: 34 RFPs (July 1 – September 30)

• July: 81.6% • Aug: 63.8% • Sept: 63.8%

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MAIL FULFILLMENT The Hilton Head Island Visitor & Convention Bureau develops and produces the Official Hilton Head Island Vacation Planner. This print and digital publication is our primary fulfillment piece and a comprehensive guide to local opportunities for what to see and do, where to stay, dining, activities and more on Hilton Head Island and in our region.

As travel trends have shifted and domestic travel to new destinations has increased, the Vacation Planner is a critical first touchpoint with potential visitors. Telling a story through stunning photography and compelling content is an imperative component to the travel journey process that ultimately leads to a conversion with our partners. This “coffee table” piece allows our visitors to visualize their vacation and discover the destination, the reason for our many accolades, and imagine themselves here vacationing on America’s Favorite Island®. In addition to working with a publisher, our in house marketing staff provides the business directory, event calendar, local photography, editorial content management, editorial review and proofreading for this asset.

PRIDE of PLACE We l c o m e t o A m e r i ca’s Fa v o r i t e I s l a n d ®

“

Everything on Hilton Head Island is about tides. Our nature is

about tides, our history is about tides, our culture is about tides.

”

It makes the place pretty special.

– MIKE OVERTON, FOUNDER, PRESIDENT AND CEO OF OUTSIDE HILTON HEAD, CEO OF DESTINATIONS DMC, A DIVISION OF OUTSIDE BRANDS

12 • 2023 OFFICIAL VACATION PLANNE R

H ILTONH EADIS LAND.OR G •

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PROMOTIONS AND BROCHURE DISTRIBUTION

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Included in our budget is a dedicated campaign for the promotion of the Vacation Planner for visitors to request a guide as well as for fulfillment and distribution costs. The books are distributed through:

In partnership with the Lowcountry Golf Club Owners Association (LGCOA), we also include their Official Golf Vacation Planner with our planner when requested.

• Online requests • Phone inquiries • Savannah/Hilton Head International Airport • Hilton Head Island Airport • South Carolina Welcome Centers • AAA offices nationwide • Hotel partners • Tradeshows • Events • Media

QUARTERLY FULFILLMENT

14,602

OFFICIAL HILTON HEAD ISLAND VACATION PLANNERS

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OFFICIAL HILTON HEAD ISLAND GOLF PLANNERS

D E S T I N AT I O N E - N E W S By tapping into our healthy database of email subscribers, we're not just reaching individuals; we are establishing a direct and impactful connection between Hilton Head Island and hundreds of thousands of people.

This extensive reach through email marketing becomes a powerful tool in promoting the island's diverse offerings, from exciting events and exclusive offers to innovative initiatives that make Hilton Head Island a must-visit destination. The significance lies not only in the quantity of recipients but also in the quality of engagement that email marketing facilitates

36.2% AVERAGE OPEN RATE

*INDUSTRY AVERAGE: 20.44%

2.76%

AVERAGE CLICK-THROUGH RATE *INDUSTRY AVERAGE: 2.25%

98.03% DELIVERABILITY RATE

*THE HIGH PERCENTAGE RATE SPEAKS TO THE VALIDITY AND ENGAGEMENT OF OUR SUBSCRIBER LIST.

D E S T I N AT I O N S O C I A L M E D I A @VisitHiltonHead

@VisitHiltonHead

@HiltonHeadIslandVCB

@HiltonHeadSC

@HiltonHeadSC

@VisitHiltonHeadSC

322K+ TOTAL FOLLOWERS

12.5K+ SOCIAL REFERRALS

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F Y 2 4 - Q 1 D E S T I N AT I O N PA I D M E D I A & PA I D M E D I A PA R T N E R S H I P S It’s no secret that the popularity of Hilton Head Island as a destination continues to increase.

Our destination's paid media efforts on our own channels as well as third party paid media partnerships allows us to amplify our brand and build brand awareness that cuts through the ever-increasing noise within the global travel sector, and establish Hilton Head Island as a top destination in the minds of travelers.

By utilizing our in market paid efforts on our own channels and combining those with third party paid media partnerships, it allows us to ensure deep penetration of our brand to a qualified audience that helps amplify our voice.

This two-prong approach allows us to tell our brand story by leveraging our marketing tactics to help differentiate the destination from the competitive set and drive awareness and visitation to the destination website, HiltonHeadIsland.org and our partner sites.

Below are the FY24 paid media placements to date.

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F Y 2 4 - Q 1 PA I D M E D I A PA R T N E R S H I P S

Condé Nast Traveler is a luxury and lifestyle travel magazine that we have built significant brand recognition with throughout our partnership over the years.

CAMPAIGN DATES May - August

ACTIVATION 3 digital covers, 3 curated branded content native article

Protecting the Sea Turtles on Hilton Head Island

The Gullah People's Relationship to the Land

On Hilton Head Island, Sustainability Has Always Been by Design

D I G I TA L P E R F O R M A N C E H I G H L I G H T S

28M+ DELIVERED IMPRESSIONS

145K+

40% higher than guaranteed impressions

48% higher than guaranteed pageviews

ARTICLE PAGEVIEWS

226K SOCIAL ENGAGEMENTS

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F Y 2 4 - Q 1 PA I D M E D I A PA R T N E R S H I P S

Departures is an American digital lifestyle magazine with a focus on luxury and travel for holders of American Express platinum and centurion cards.

Nature

CAMPAIGN DATES July - September

ACTIVATION Curated branded content native article and print ad.

PRINT CIRCULATION 500,000

HHI701-231_Departures DPS.indd 1

D I G I TA L PERFORMANCE HIGHLIGHTS One Island, Infinite Adventures

7,673,863 IMPRESSIONS

7,104 TOTAL CLICKS

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2023-08-11 4:32 PM

F Y 2 4 - Q 1 PA I D M E D I A PA R T N E R S H I P S

Bedford & New Canaan Magazine is a luxury, lifestyle publication.

We partnered with Savannah/ Hilton Head International Airport to promote direct service from the Westchester Airport to Savannah/ Hilton Head International Airport via Breeze Airways. We hosted the publication on both Hilton Head Island and Bluffton.

CAMPAIGN DATES July - August

ACTIVATION Print and digital article

PRINT CIRCULATION 25,000

Kingdom is a magazine covering aspects of luxury golf lifestyle, conceived and built in association with American golfer Arnold Palmer.

CAMPAIGN DATES April - October

ACTIVATION Print and digital (including promotion of Kingdom Cup)

PRINT CIRCULATION 195,000

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FY24 - Q1 MEETINGS & GROUPS

July Northstar’s Small and Boutique Meetings, Franklin TN | July 9-11, 2023 Small & Boutique Meetings — Northstar's premiere hosted-buyer event designed specifically for small and boutique-sized meetings — bringing together highly-qualified meeting buyers with destinations, hotels, DMCs and other suppliers ready to welcome smaller events. Attendees participate in one-on-one pre-scheduled appointments, gain industry insights from our guest speakers and network with this exclusive group.

• 50 Meeting planners in attendance • 20 pre-screened, scheduled face-to-face meetings • Educational tracks conducted by travel industry top leaders • Unique networking opportunities with planners through local experiences

August Northstar’s Destination Southeast, Cape Coral FL | August 13-15, 2023 Destination Southeast — Northstar's destination-specific hosted-buyer event — brings together the most highly-qualified meeting and incentive buyers with top destinations, hotels/resorts, cruise lines, attractions, DMCs, DMOs and tourism offices from the Southeastern states including: Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee, Virginia and West Virginia. Attendees participate in one-on-one pre-scheduled appointments, gain industry insights from guest speakers and network with this exclusive group.

• 70 Meeting planners in attendance • 22 Pre-screened, scheduled face-to-face meetings with full profile of business opportunities provided • Educational tracks conducted by travel industry top leaders • Unique networking opportunities with planners through local experiences

September September Travel: Luxury Meetings An open market for existing and upcoming Luxury Hotels, Resorts & Destinations to connect with Corporate & Association Meeting Planners who actively book meetings, to find the ideal location for their next meeting, conference, exposition, or event.

September 26 - Raleigh, NC • 17 local meeting planners in attendance- with individual appointments with each September 27 - Charlotte, NC • 14 local meeting planners in attendance – with appointments September 28- Atlanta, GA • 19 local meeting planners in attendance- with appointments

Meetings & Groups Contracted Business Opportunities Site Visit for Southeast Chapter of The American Association of Physicians in Medicine lead to finalized contract with Omni Hilton Head Island: • Room Nights: 250 • February 7- 11, 2024 • $44,000 Revenue + $20,000 F&B Revenue

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F Y 2 4 - Q 1 P U B L I C R E L AT I O N S ( E A R N E D M E D I A )

JULY

AUGUST

Harper’s Bazaar

SheKnows.com

(UVPM: 3,135,474)

(UVPM: 2,005,604)

Try These Affordable Summer Getaways In The US

8 Wellness Retreats to Help You Find Your Zen

Travel + Leisure

Parents

(UVPM: 2,839,511)

(UVPM: 4,410,650)

Travel + Leisure Readers' 10 Favorite Resorts in South Carolina of 2023

11 Best Family Beach Towns for Your Next Vacation

Cosmopolitan (UVPM: 8,192,738) Just a Definitive Ranked List of the 10 Best Beaches in the U.S. (*Grabs Sunscreen*)

Travel + Leisure (UVPM: 2,839,511) 16 Best Things to Do in Hilton Head Island, South Carolina (travelandleisure.com)

SEPTEMBER OVER ALL STORIES & MENTIONS

Golf Magazine Online

727,866,557

Stay, play and escape! These are the Top 100 Golf Resorts in the World for 2023-24

IMPRESSIONS

$2,692,171 AD VALUE

533 MENTIONS

(UVPM: 514,568)

The Points Guy (UVPM: 2,630,385) The magic of Disney on the beach: What it's like staying at Disney’s Hilton Head Island Resort

Time Out USA (UVPM: 3,893,536) These are the top restaurants in the U.S., according to Tripadvisor

(UVPM: = Unique Views Per Month)

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F Y 2 4 - Q 1 E V E N T M A R K E T I N G A N D C A M PA I G N S

Kingdom Cup

September 21 - 24, 2023

Hilton Head Island hosted the second annual Kingdom Cup Golf Tournament in partnership with Kingdom magazine and Savannah/ Hilton Head International Airport. The luxury three-day tournament is bringing in top PGA talent, with the 80 golfers playing representing 20 different states and 2 countries, to showcase our beautiful destination, our many communities and amenities.

This year, the courses played include Wexford and Arthur Hills at Palmetto Hall, with events throughout the island over the long weekend. Talent joining us included, Jack Nicklaus, Matt Kuchar, Annika Sörenstam, Rob Riggle, Kasia Kay, Geno Bonnalie and Alexandra O’Laughlin.

On the last night, at the Awards Ceremony, we announced the dates and location for next year; September 12 – 15, 2024 at The Sea Pines Resort, courses will be Heron Point and Harbour Town Golf Links.

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GOLFERS

20

DIFFERENT STATES REPRESENTED

92%

SAID THEY WILL RETURN FOR KINGDOM CUP

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100%

GAVE THE WEEKEND AN OVERALL RATING OF 8/10 OR HIGHER

75%

SAID THEY WILL BRING FRIENDS ALONG NEXT YEAR

F Y 2 4 - Q 1 I N D U S T R Y AWA R D S & A C C O L A D E S The Travel (UVPM: 423,937)

The Travel (UVPM: 423,937)

Travel + Leisure

Parents (UVPM: 4,410,650)

Travel + Leisure (UVPM: 2,839,511)

Sheknows.com (UVPM: 2,005,604)

10 Prettiest Places to Vacation On The East Coast

15 Favorite Islands in the Continental U.S. of 2023

Readers' 10 Favorite Domestic Airports of 2023: SAV/HHI Airport (#7)

Travel + Leisure (UVPM: 2,839,511)

Readers' 15 Favorite Domestic Destination Spas for 2023: Hilton Head Health (#3)

Travel + Leisure (UVPM: 2,839,511) Readers' 10 Favorite Resorts in South Carolina of 2023

The Inn & Club at Harbour Town (#4), Montage Palmetto Bluff (#5), Beach House Hilton Head Island (#8), The Westin Hilton Head Island Resort & Spa (#9), Omni Hilton Head Oceanfront Resort (#10)

Cosmopolitan (UVPM: 8,192,738)

Just a Definitive Ranked List of the 10 Best Beaches in the U.S. (*Grabs Sunscreen*)

Money Inc. (UVPM: 207,602) The 10 Best Omni Hotels in the United States

Southern Living (UVPM: 2,530,157) The Best Small Towns In South Carolina

The Travel (UVPM: 423,937) These are the 10 Most Affordable Beach Towns In The US

These Are The 10 Most Less-Crowded US Destinations You Should Visit This Fall

11 Best Family Beach Towns for Your Next Vacation

8 Best Wellness Retreats in the U.S. to Help You Find Your Zen

Golf Magazine (UVPM: 514,568) 2024-2025 Top 100 Teachers in America: The full list

Travel + Leisure (UVPM: 2,839,511)

This South Carolina Town Is Known As the 'Heart of the Lowcountry' - and It Has One of the State's Best Resorts

World Atlas (UVPM: 1,327,522) 11 Gorgeous South Carolina Towns To Visit In 2023

Trip Advisor (UVPM: 2,839,511)

Serves Up the World's Best Restaurants The Studio ranks no. 1 in Vegetarian category

Time Out (UVPM: 3,893,536)

These are the top restaurants in the U.S., according to Tripadvisor

Thrillist (UVPM: 1,911,173)

The Travel Destinations with the Biggest Vacation Rental Deals This Fall

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F Y 2 4 - Q 1 A D D I T I O N A L P R O J E C T S / I N I T I AT I V E S HiltonHeadIsland.org Redesign Launch July 2023

We launched the new redesign of the destination website for Hilton Head Island, HiltonHeadIsland.org.

This upgrade and relaunch allowed us to: • Transition from Universal Analytics to Google Analytics 4 (GA4) • Ensure updated accessibility compliance • Enhance user experiences • Increase partner engagement

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U P C O M I N G PA R T N E R E V E N T S In collaboration with our partners, we support a number of marquee events during the quarter.

Efforts vary per each partnership agreement and allocation of resources to drive traffic to the destination. We also partnered with USCB for onsite surveying during the events that provides visitor and attendee data reports to be used for future planning.

Below is a list of upcoming marquee events we will start promoting with paid efforts to drive visitors to the destination.

Chamber Restaurant Week January 28- February 4, 2024

Gullah Celebration

February 1 - February 28, 2024

Hilton Head Island Seafood Festival February 19 - February 25, 2024

Darius Rucker Intercollegiate Golf Tournament March 4 - March 6, 2024

WingFest

March 23, 2024

Hilton Head Island Wine + Food Festival March 24 - March 30, 2024

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U P C O M I N G I N I T I AT I V E S PAID MEDIA BUYS

Condé Nast Traveler is a luxury and lifestyle travel magazine that we have built significant brand recognition with throughout our partnership over the years.

CAMPAIGN DATES October 2023 - April 2024

ACTIVATION Digital and print media placement including hosted editor on Hilton Head Island to capture content for social media videos. Inclusion of branded video on website, Hilton Head Island Hub update on CNT website, banner ads and POV Summit.

VIDEO 1

VIDEO 3

THE FEEL GOOD ITINERARY ON HILTON HEAD ISLAND (ECOTOURISM FOCUS) The perfect eco-friendly, outdoor-focused itinerary comes to life through the eyes of a CNT editor in this branded episode. From green hotel recos to sustainable restaurants plus the best spots to find balance and relaxation or exercise among the island’s natural wonders. this video will inspire travelers to experience their own Hilton Head Island itinerary.

ORAL HISTORY (GULLAH TRADITIONS AND HISTORY FOCUS) The past of a place informs so much about the present and HHI is rich with interesting historical stories and roots from Gullah culture to the settlement of the island itself. In this episode a historian will tell us the story of the roots of Hilton Head Island from the comfort of their own porch, inviting the viewer in for a true oral history of the place they hold near and dear to their hearts. The retelling will be heightened visually with relevant cinematic broll of the area to paint a full picture of the past, inspiring viewers to learn more and develop a deeper appreciation for the destination.

Highlights: • The Sea Pines Resort • Coastal Discovery Museum • Savannah/Hilton Head International Airport • Outside Foundation

VIDEO 2 FOLLOW THE RECO (ARTS AND CULTURE FOCUS) No one knows a place better than the people who live and work there. In this custom video, our CNT editor will ask locals to give us their personal recommendations for where they like to eat, drink and spend their time off-the-clock. Each reco leads us to the next, determining our itinerary and creating a day full of surprise and delight.

Highlights: • Cultural Art Trail • The Jazz Corner • Hilton Head Distillery • Java Burrito

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Features: Lola Campbell and Sam Campbell

VIDEO 4 POV (POINT OF VIEW) (SAV AIRPORT FOCUS) When you think ‘airport’, typically you tense up from a history of less-thanoptimal situations around stressful travel. But at SAV Hilton Head International you can relax. It’s actually impossible not to. In this custom video, we will capture the full experience of the Savannah/Hilton Head International airport firsthand and discover all the features that make this airport award-winning. Our filming approach will be up close and personal, capturing all the sights and sounds of the airport in a way that makes the viewer feel as if they are actually there.

PANELISTS ON CONDÉ NAST TRAVELER POV SUMMIT CNT has never been more vital or more valuable as the go-to voice in travel in helping consumers and clients navigate the paths toward a better world and more conscious travels. Our annual global POV features insightful conversations with experts and a unique opportunity for our partners to align with the forces and travel specialists that are driving travel today.

Date: November 2, 2023 Also included is a hosted exclusive luncheon prior to the POV Summit on November 1, 2023 at Conde Nast Traveler headquarters in New York City with a curated lists of editors and travel specialists. This will allow us to showcase the Hilton Head Island brand for further awareness and reach of our destination.

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U P C O M I N G I N I T I AT I V E S PAID MEDIA BUYS

Departures is an American digital lifestyle magazine with a focus on luxury and travel for holders of American Express platinum and centurion card.

CAMPAIGN DATES December 2023

ACTIVATION Print Ad in the Departures Holiday Edition to promote visitation to the destination during the shoulder season.

PRINT CIRCULATION 500,000

Smithsonian Magazine places a “Smithsonian lens” on the world, looking at the topics and subject matters researched, studied and exhibited by the Smithsonian Institution—science, history, art, popular culture and innovation—and chronicling them every day for their diverse readership.

CAMPAIGN DATE November 27, 2023 - February 29, 2024

ACTIVATION Native article that drives awareness to winter and spring cultural events on Hilton Head Island and highlights numerous partners in the arts, culture, and history sectors.

GUARANTEED IMPRESSIONS 1,085,595

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