FY22 - Q3 Bluffton DMO Report

TOWN OF BLUFFTON INDUSTRY METRICS

FY22 – Q3 Update

FY22 – Q3 Performance Metrics & Update January 1 - March 31, 2022

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 FY22 – Q3.

Town of Bluffton Marketing Plans and Presentations • 1/11/22 – Presented FY Q1 2021-2022 Quarterly Report to Town of Bluffton’s Town Council • 2/15/22 – Submitted FY Q2 2021-2022 Quarterly Report to Town of Bluffton • 3/17/22 – Submitted for RFP # 2022-35 to be considered as the official Designated Marketing Organization for Town of Bluffton • 3/31/22 – Printed and Submitted the FY 2022-2023 Town of Bluffton Marketing Plan

Bluffton Video Series - Explore Bluffton • The Bluffton video series continues to compliment the Heart of the Lowcountry™ by

exploring the rich culture and highlighting its genuine hospitality.

• For the period of January 1 - March 31, 2022, the Bluffton video series received 444 views.

Views

444

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VisitBluffton.org

#LoveBlufftonSC

Dedicated Official Bluffton Vacation Planner January 1 - March 31, 2022

The 2022 Official Vacation Planner is the first touchpoint visitors receive when planning their visit to the Heart of the LowcountryTM. The new Bluffton Vacation Planner was delivered in Q3 with a quantity of 25,000 ordered. We receive requests for the piece from multiple platforms, online, media and home inquires. In addition, we also distribute the planner to state and local welcome centers, airports, along with tradeshows and promotional events.

Mail Fulfillment Official Bluffton Vacation Planner: 9,321 Official Hilton Head Island, Bluffton, Daufuskie Island Vacation Planner: 35,099

Research In FY22-Q3, the College of Charleston produced both an economic impact report and visitor profile study, for the Town of Bluffton.

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VisitBluffton.org

#LoveBlufftonSC

FY22 – Q3 Bluffton Website Performance January 1 - March 31, 2022

VisitBluffton.org has experienced growth in both website hits and referrals.

Website Hits

Website Visits

4

41,555

VisitBluffton.org

Referrals/Click Throughs Made to Area Business

11,436

#LoveBlufftonSC

FY22 – Q3 Ribbon Cuttings January 1 - March 31, 2022

The Hilton Head Island-Bluffton Chamber of Commerce promoted and supported three ribbon cuttings for this quarter with local business chamber members: Grind Coffee Roasters, Nectar Farm Kitchen, and X-Golf.

Grind Coffee Roasters

Nectar Farm Kitchen

X-Golf

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VisitBluffton.org

#LoveBlufftonSC

FY22 – Q3 Destination Metrics January 1 - March 31, 2022

Key performance indicators (KPI) to measure operating performance for the hospitality industry include Revenue Per Available Room (RevPAR), Occupancy Rate (OCC) and Average Daily Rate (ADR). In order to achieve the most accurate performance indication, these benchmarks should be analyzed together. Below are the hotel performance numbers for Q3 from Smith Travel Research.

January

OCC: Occupancy Rates

63.9%

69.1%

13.2% YOY

25.4% YOY

5.4% YOY

$177.15 20.6% YOY

January

RevPAR: Revenue per Available Room

$86.24 36.5% YOY

February

$216.18 16.4% YOY

February

$138.21 46.0% YOY

Source: Smith Travel Research, Monthly Trend Report

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March

48.7%

January

ADR: Average Daily Rate

February

VisitBluffton.org

#LoveBlufftonSC

March

$339.12 39.3% YOY

March

$234.46 31.8% YOY

FY22 – Q3 Destination Social Report January 1 - March 31, 2022

Facebook Page Likes

26,855

Facebook Engagements 63.9% YOY

Instagram Followers

6,831

7

15.3% YOY

Instagram Engagements 70.7% YOY

Twitter Followers

634

80,776 12,678

17.4% YOY

Twitter Engagements 4.3% YOY

VisitBluffton.org

95

#LoveBlufftonSC

74.3% YOY

FY22 – Q3 Events January 1 - March 31, 2022

For FY22 - Q3 time frame, our organization’s events included Chamber Young Professionals, Committee Meetings, Conversation + Cocktails, Jr. Leadership, Leadership, Power Hour, and Ribbon Cuttings.

Participation in Events

by Chamber Members

Events Held

727

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FY22 – Q3 Public Relations (Earned Media)

January 1 – March 31, 2022

Below are the Bluffton specific Public Relations mentions for the quarter.

Impressions

128,302,017

Ad Value

$74,308.96

Source: Critical Mention / BurrellesLuce / Weber Shandwick

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VisitBluffton.org

#LoveBlufftonSC

Placements:

35

FY22 – Q3 Public Relations (Earned Media) Bluffton Story Highlights January 1 – March 31, 2022

January Fatherly (UVPM: 1,025,021): The Non-Alcoholic Spirit Boom Is Here. These 7 Bottles Are Worth a Try Atlanta Journal-Constitution (UVPM: 3,055,867): Evolving opportunities keep retired Atlantans fit and on the go

February Only in Your State (UVPM: 2,141,175): You’d Never Know Some Of The Best Mexican Food In South Carolina Is Hiding Deep In Beaufort County Wedding Chicks (UVPM: 53,044): First They Met on a Dating App Then They Had A Plant-Inspired Wedding at Montage

March Us Weekly (UVPM: 2,238,756): Hailey Baldwin Gushes Over Her ‘Beautiful’ Life With Justin on His Birthday Southern Living (UVPM: 1,944,926): Why We Love this Lowcountry Farmhouse-and You Should Too

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VisitBluffton.org

#LoveBlufftonSC

FY22 – Q3 Budget Destination Marketing Organization

Revenues - Town of Bluffton DMO

$ 400,086

Town of Bluffton Special Grant - Special

-

Total Revenue

$ 287,497

Expenses: Fulfillment (Regional Vacation Planner) (estimated) Vacation Planner (Regional) (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

$ 38,591 $ 704

Total direct marketing expenses

$ 119,326

Administrative (Based on 37% of revenues) Salaries Payroll taxes Employee benefits - 401K Employee benefits - Insurance Operations - Other Operations - Building Expense

$ 101,552 $ 7,240 $ 5,078 $ 10,384 $ 16,824 $ 6,954

$ 5,250 $ 11,250 $ 31,928 $ 288 $ 11,250 $ 20,065

Total administrative

$ 148,032

Total expenses

$ 267,357

Excess of revenues over expenses

$ 132,728

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.

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VisitBluffton.org

#LoveBlufftonSC

Meet Your Team Executive

Visitor & Convention Bureau

BILL M ILES President & CEO bmiles@hiltonheadisland.org

ARIANA PERNICE Vice President, Visitor & Convention Bureau apernice@hiltonheadisland.org

CONNIE KILLMAR Assistant to the President ckillmar@hiltonheadisland.org

KAYLA BOYTER Director of Marketing kboyter@hiltonheadisland.org

Communications

SETH RICHARDSON Director of Sales & Partnership Management srichardson@hiltonheadisland.org

CHARLIE CLARK Vice President, Communications cclark@hiltonheadisland.org

ZACK SHEDD Multimedia Sales Manager zshedd@hiltonheadisland.org

HALLIE MARTIN Communications Manager hmartin@hiltonheadisland.org

ROBIN BRIDGERS Group Sales Coordinator rbridgers@hiltonheadisland.org

LILLY STRICKLAND Visual Content Manager lstrickland@hiltonheadisland.org M EGAN GOHEEN Visual Communications Coordinator mgoheen@hiltonheadisland.org

Finance & Administration RAY DEAL Controller rdeal@hiltonheadisland.org

Information Specialist KATHY WININGS Information Specialist kwinings@hiltonheadisland.org LAURA HIGGINS Information Specialist lhiggins@hiltonheadisland.org

KELLY MCCALLISTER Assistant Controller kmccallister@hiltonheadisland.org

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CRISTIAN SLATON Research & Digital Marketing Coordinator cslaton@hiltonheadisland.org

VisitBluffton.org

LINDA LANIER Information Specialist llanier@hiltonheadisland.org

#LoveBlufftonSC

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VisitBluffton.org

#LoveBlufftonSC