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BUREAU BOOK
A LETTER FROM THE BOARD CHAIRMAN .............................................................................. 1 BUREAU OVERVIEW.....................................................................................................................2 TRAVEL COUNCIL.........................................................................................................................3 EDUCATION, TRAINING & OPPORTUNITIES........................................................................4-5 DEI STATEMEN..........................................................................................................................6-7 MARKETING DEPARTMENT....................................................................................................8-9 COMMUNICATIONS & MEDIA RELATIONS DEPARTMENT............................................. 10-11 SALES DEPARTMENT............................................................................................................12-13 VISITOR SERVICES DEPARTMENT.......................................................................................... 14 DESTINATION FEE PROGRAM.................................................................................................. 15 AUXILIARY ORGANIZATIONS LOWCOUNTRY HOSPITALITY ASSOCIATION................................................................. 16 CHARLESTON & RESORT ISLANDS GOLF AND CHARLESTON AREA SPORTS COMMISSION..................................................................17 APPENDIX TOURISM IMPACT............................................................................................................... 18 ACCOMMODATIONS TAXES.............................................................................................. 19 EXPENSES / REVENUE..................................................................................................... 20 MUNICIPALITIES................................................................................................................. 21
The mission of the Charleston Area Convention & Visitors Bureau is to unify and lead the local travel industry in marketing the Charleston area as an individual, meeting, incentive and group destination to both the domestic and international markets.
BU RE AU TI ON & VI SI TO RS EN NV CO EA AR CH AR LE ST ON ar d ch ai rm an of th e bo
J O H N L AV E R N E is emerging n just as our industry ma air ch ur yo as ed ieved to see to be appoint business owner, I’m rel all It is indeed an honor sm a As . ord rec re than a year of ging year on g to normal. After mo nin from its most challen ur ret gin be es liv sly satisfying to ilies, and our open, it’s tremendou s se our industry, our fam es sin bu r ou ep eston region! ng just to ke returned to the Charl ve ha adapting and improvisi rs ito vis ly ick qu s exceeded even see how up leisure demand ha ntpe ted ipa tic an ch d the added The mu tions. We have also ha cta pe ex ic ist tim op our most and actually rvice capacity return se air r ou g ein se of h of Breeze benefit ic levels with the launc em nd pa epr nd yo be expand d frequency, and new routes, increase of ion dit ad e th d an , Airways r legacy carriers. larger aircraft from ou e time to simply lete, and now is not th mp co t no is ery ov Our rec have yet to fully ess and group travel sin Bu s. rel lau r ou rest on sustainable visitor ntial to a robust and se es are th bo d an recover, ing in our power , we must do everyth nt rta po im lly ua Eq . utation as a industry e Charleston area’s rep th e nc ha en d an ain to maint destination. d truly unforgettable an , ng mi lco we , ble hospita ruit, train, ouble our efforts to rec red to ed ne we s an It also me the hospitality . We need to position es ye plo em r ou or nt people. We and me ve a knack for pleasing ha ly tru o wh e os th le, visible, and ng option for d inclusion as a tangib an industry as an appeali ity ers div to t en llege students is our commitm ogram for minority co pr P also need to reaffirm ICE al ur ug ina r Ou loping the future r industry. ources towards deve res beneficial aspect of ou nt ca nifi sig ng tti r industry pu a great example of ou . try us leaders of our ind ther with a mplish. Working toge co ac to t ye y nt ple d even brighter ankful for, an ccess and lead to an su ed We have a lot to be th inu nt co r ou re nce will assu commitment to excelle future. st it can be. r industry the very be ou ke ma to u yo of ng with each I look forward to worki
Sincerely,
n John LaVerne, Chairma ard of Governors Explore Charleston Bo
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Who We Are The Charleston Area Convention & Visitors Bureau, or Explore Charleston, is organized as a 501-C-6 not-for-profit destination marketing and management organization (DMMO). DMMOs are organizations charged with representing a specific
Explore Charleston is also classified as a regional organization and represents ten different local governments within Charleston, Berkeley and Dorchester Counties.
destination and helping the long-term
Funding for Explore Charleston
development of communities through
is provided by membership dues,
a travel and tourism strategy.
accommodations taxes, programs
It is the primary purpose of Explore Charleston to market Charleston and the surrounding area as an overnight
revenue and matching grant monies from the statewide destination specific marketing fund.
destination. This mindset has resulted
Explore Charleston maintains a
in an average of 5.12 million overnight
full time staff of professionals
visitors, job earnings of over $2.29
who coordinate marketing,
billion and an economic impact of
communications, sales and visitor
over $6.15 billion for the region
relations.
in 2020!
The Lowcountry Hospitality Association; Charleston & Resort Islands Golf; and the Charleston Area Sports Commission each operate under the umbrella of Explore Charleston with independent committees, boards, and/or task forces and budgets.
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TRAVEL COUNCIL
Local Tourism related
SIMPLEVIEW EXTRANET 4.0
access and benefit from Explore
Explore Charleston utilizes a web-based Customer Relationship Management (C.R.M.) system and internal database hosted by Simpleview, a software firm catering to DMMOs since 2001. The Extranet, Simpleview’s online portal allows members access to their account within the C.R.M. database. Member businesses have the ability to make changes to their account information, staff contacts, add special offers, submit hotel packages, review and edit listings, view and respond to leads, service requests and referrals, learn about new Explore Charleston opportunities, find important membership information and access research tools all via one portal and in near real time. If you would like to learn more about Extranet 4.0 contact Annie McEwen, amcewen@explorecharleston.com.
Charleston’s marketing, media
Director of Investor Relations: Andy Rankin, arankin@explorecharleston.com Director of Membership Development: Annie McEwen, amcewen@explorecharleston.com
businesses join Travel Council to
relations, visitor services and group sales initiatives. • The state of South Carolina’s destination specific grant matches half of every Travel Council membership dollar to dramatically increase the bureau’s advertising budget. This ongoing, cooperative relationship enables the bureau to expand the destination’s exposure, which bolsters members’ bottom lines. • Travel Council meets bimonthly. In addition to receiving the most current information on occupancy, travel trends, special events and bureau news, individual members have the opportunity to network with fellow travel industry colleagues, share their news, and learn what’s happening at the bureau during these informative afternoon gatherings.
Magnolia Plantation and Gardens
• Meetings and training sessions take place on the second Tuesday of every month with the exception of December (no meeting) and June (our Annual Luncheon). Both the membership meetings and training sessions provide great networking opportunities.
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The area’s hospitality industry can only excel with well-trained and motivated employees. The goal of this expanded initiative is to meet the increasing need for employees in every sector of the industry, and to help foster career path direction that will keep the most talented of these workers in Charleston. We need to be grooming and mentoring tomorrow’s leaders of our hospitality industry! To meet the growing need for both entry-level and managerial employees we have expanded our efforts in hospitality education and training, and have created additional course offerings that include Food & Beverage, Housekeeping, Front Desk and Reservations. All classes will fall under the umbrella of the Explore Charleston Hospitality Academy, which will award recognition for increasing levels of course completion and achievement. For more information on these classes, please contact Chris Campbell at 843.958.3639, ccampbell@explorecharleston. com or Jenny Peppler at 843.958.3636, jpeppler@ explorecharleston.com. All webinars can be found on the Lowcountry Hospitality Association website.
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EDUCATION & TRAINING Director of Education & Training: Chris Campbell, ccampbell@explorecharleston.com
CUSTOMER SERVICE & LEADERSHIP CLASSES This course is specifically designed to develop customer service skills for all employees in a destination location. We also offer excellent leadership skills training for employees in management positions. There is no fee for this course for Travel Council members. Classes are offered on a quarterly basis.
CADET Charleston Area Destination Education Training This course is designed to better orient local sales managers with various venues and attractions that can be used for off-premise events in the Charleston area. This course costs $125 per participant and provides firsthand knowledge on how to “sell” Charleston. This course consists of five day-long classes that are held over five consecutive weeks.
SHINE Sales & Hospitality Industry Networking & Education Our education team will lead these impactful sales training sessions on two different levels. SHINE I is designed to develop core selling skills of cold calling, product presentation, business and communication etiquette, price quoting and meeting planners’ do’s and don’ts. SHINE II Advanced Sales Training delves into prospecting and negotiating skills, along with social media and international etiquette. SHINE for Directors of Sales is a fast paced one-day refresher course on what makes a good leader, budgets vs. goals, and accountability training. Our additional classes include Revenue Management, Human Resources, Retaining Your Most Valuable Asset, Executive Team Development, and Leadership. These classes are designed for attractions, restaurants, wedding and destination management companies or any hospitality partner that wants to increase staff satisfaction, productivity, and revenue.
TURNING CHALLENGES Into Opportunities
Industry Workforce and Programs Director: Jill Maynard, jmaynard@explorecharleston.com As our industry continues to thrive, we are encountering new challenges to its continued success. These challenges are workforce development, transportation and parking, and hotel development. Consequently, Explore Charleston is stepping up to play a larger role in addressing each of these issues. Workforce development is focused on having a sufficient and reliable supply of employees for every sector of our industry, from restaurants to attractions and lodging. Transportation and infrastructure is twofold: we need to find better and more affordable ways for our employees to get to work, and
to address the time and costs associated with commuting. Expanding public transportation is one element that will play a vital role and is particularly important for hourly workers. Finally, as our area’s economy grows we often hear that we have “too many” construction projects underway…in tourism’s case, this comment is primarily aimed at hotels.
Explore Charleston will play a leadership role in working with our elected officials to determine what types of development make sense depending on location and market demand drivers. We intend to help residents and local leaders understand that every hotel is not created equal, and a project that is bad for one area may in fact be a huge benefit for another!
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DIVERSITY, EQUITY & INCLUSION STATEMENT As our industry recovers from the Coronavirus pandemic the need for our comprehensive workforce development program becomes even more crucial. Recruiting and retaining qualified candidates and providing the training and mentoring they need to build a successful career is not new work for Explore Charleston. However, it has taken on an even greater level of importance for minority populations.
Our Heart for Hospitality initiative, created in August 2018, has focused on building awareness about diversity, equity and inclusion (DEI) in our industry, and developing opportunities and pathways for underrepresented populations in our industry. The steering committee is composed of hospitality and local DEI professionals. Early initiatives addressed inclusion in the local 6
tourism workforce through a series of unconscious bias training sessions. In light of the country’s recent civil unrest, the committee’s work expanded in scope as it became evident that Explore Charleston could become even more engaged on this important topic.
Explore Charleston added a staff position whose sole responsibility is to address and create minority business opportunities. Listening sessions were held to determine how we could better serve our minority-led members. Our “Code of Business Ethics” for members of Explore Charleston’s Travel Council was updated to encourage inclusionary practices for businesses associated with us. We are working diligently to enhance our “Voices” website, which focuses on the authentic history and stories of local African Americans, and to connect those stories to economic opportunities for our members. We are expanding our conversation around South Carolina’s role in the Civil Rights story, beginning with a new virtual reality exhibit at the Charleston Visitor Center focusing on the landmark Briggs vs. Elliott case that ultimately led to school desegregation. And we created
a unique internship initiative. Explore Charleston's Intern Cultural Enrichment Program is specifically designed to recruit students from historically black colleges and universities (HBCUs) into hospitality leadership. We also put pen to paper to solidify Explore Charleston’s DEI position and commitment:
Explore Charleston - Diversity, Equity & Inclusion Statement and Commitment As the region’s destination marketing organization, Explore Charleston is steadfast in our desire to create a more informed, just and equitable community. Explore Charleston’s work in the tourism industry is rooted in hospitality, and hospitality, at its core, demands a spirit of inclusivity. We have long believed there is no place in our society for racism, prejudice, or any violence or hatred associated with such beliefs. Sustainable and equitable communities can only be achieved through
economic and social opportunity for all people regardless of race, gender, sexual orientation, age, level of ability, religious belief or cultural background. Empathy, respect and integrity are vital to our commitment to diversity, equity and inclusion (DEI). Every organization and individual plays a role. A commitment to diversity, equity and inclusion (DEI) requires all of us to display empathy, respect and integrity. Discrimination is an undeniable legacy of our painful local and national history. Racial disparities and implicit and explicit bias persist, and we acknowledge the toll that systemic racism has had on marginalized groups, particularly Black communities. As the region’s destination marketing organization, Explore Charleston is steadfast in our desire to create a more informed, just and equitable community as we share our region’s complete and unvarnished story. We have made strides over the past several years and are proud of our organization and industry’s efforts to ensure tourism is an inclusive, honest, and economically beneficial contributor to the greater Charleston area and our state.
There is no perfect blueprint for work of this magnitude, and we will stumble at times in our endeavors. Nevertheless, we will remain sincere, intentional, transparent, and action-oriented. DEI is a continuous process - a shared journey, a shared responsibility, and a shared opportunity. Our overarching vision to inspire current and future generations to achieve the worthy goal of equality for all people is guided by seven objectives. Working with our Board of Governors, Heart for Hospitality Steering Committee, and other stakeholders, we commit to expanding, or, where necessary, developing new tactics that will comprise our DEI plan and contribute to a tourism industry that benefits our residents and visitors today and for generations to come. 1. Promote the region as an inviting, inclusive destination. 2. Inspire a deeper understanding
and appreciation of the contributions - from the 17th century to present day - of Africans and African Americans to Charleston‘s cultural heritage, including the pain and prosperity, heartbreak and hope. 3. Enrich marketing efforts to connect most effectively and authentically with visitors. 4. Support minority-led businesses that can benefit from tourism. 5. Build the cultural competence of internal and external audiences with the goal of cultural proficiency. 6. Evaluate opportunities to recruit and develop individuals from diverse backgrounds for staff, leadership, and governance opportunities. 7. Lead workforce development programs to ensure the Greater Charleston community is more fully represented in the industry at all levels.
Recent events across our country have encouraged us to reflect and evaluate our existing and future DEI efforts. We recognize opportunities always exist to listen, learn, and enhance Explore Charleston’s work.
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MARKETING the Charleston Area
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Director of Marketing: Catherine Dority, cdority@explorecharleston.com While many destination marketing
Graphics, content and placement
organizations contract with
are wholly contained within
advertising agencies or marketing
the organization, and the staff
firms to plan and implement
consistently produces award
strategy, Explore Charleston
winning print, digital, and video
maintains an in-house marketing
advertising campaigns. The
department that is committed
marketing team performs ongoing
to one objective... promoting the
analysis of the effectiveness of its
Charleston area as the nation’s
campaigns, and is very attuned to
premier overnight destination.
the ever-changing landscape of
This structure allows the
destination marketing.
integration of common themes
Lifestyle publications like Condé
throughout strategic marketing,
Nast Traveler, Southern Living and
sales and media initiatives. It also
Travel+Leisure are prime examples
enables the department to achieve
of effective print campaign
a response time and level of
placement that appeal to educated
attention that is unmatched in the
and frequent travelers. This
hospitality industry.
demographic is a high priority for the Charleston area and its hotels, restaurants and attractions.
Come, let this special destination enliven your senses.
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In Charleston, the tides tell the time. Dawn dances on the ocean and through the palmetto tree fronds a glimpse into the day ahead. Hook up with chest-high waves. Perfect your fairway drive. Paddle the creek at sunset. Take your pick. Here, the outdoors is everything.
FIND EVERYTHING NEEDED TO PL AN YOUR GETAWAY AT EXPLORECHARLESTON.COM
Experience the timeless charm and unrivaled hospitality found only in Charleston, South Carolina. The perfect stay awaits. EXPLORECHARLESTON.COM EXPLORECHARLESTON.COM
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In addition, advertising via digital media is primarily based on interest, behavior, content or referral traffic. Web-based marketing is becoming
D I G I TA L
increasingly specialized; and Explore Charleston is using its capabilities to the utmost by creating advertising and marketing strategies that introduce Charleston to an inquisitive target audience whose average impression time is much faster than viewers of traditional print and electronic media outlets. As a direct result of our specialized marketing, the average per person trip expenditure has grown to $779, and the average length of stay is now four days. These trends are important for ensuring the hospitality industry’s sustainable growth and positive impact on our economy. We encourage you to meet with the marketing staff and learn more about the promotional campaigns that have helped make the Charleston area the top ranked travel destination in North America. 9
COMMUNICATIONS & media relations Director of Media Relations: Doug Warner, dwarner@explorecharleston.com For industry professionals, sales initiatives are divided into two distinct segments... paid media and earned media. At Explore Charleston, the Communications and Media Relations department is the liaison between our local hospitality industry and the media.
Broad Street
The communications and media team has proven adept at coordinating requests for assistance and building relationships that exceed client expectations. Whether conducting editorial boards, hosting journalists or coordinating on-site shoots, the staff is proactive in providing the information and background necessary to make reporting on Charleston and the Lowcountry a pleasurable experience. In addition to our culinary efforts, expanded emphasis has been placed on the arts and our unique cultural heritage, both of which are essential to enjoying the Charleston experience.An extensive photography and video library is maintained that is often utilized by journalists and broadcasters hoping to find the perfect image or background footage.
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Not surprisingly, expanding our social media presence is increasingly important. By tracking a story that has gone viral or influencing those aspects of the industry that are trending, we can react in a real time manner that is changing journalism and travel writing. Through a carefully crafted social media calendar, the Charleston area is defining itself to an entirely new audience while maintaining its reputation in a manner consistent with its status as a premier travel destination.
While consistently growing our number of followers, we understand that it is even more important to increase the number of shares -the digital equivalent of word-ofmouth endorsement. The staff are members of the Society of American Travel Writers and the U.S. Travel Association, and maintain an extensive media database in order to communicate regularly with the decision makers of the hospitality industry. Its “What’s New?” quarterly packet is widely respected and wildly popular among media and travel professionals. The staff is expert in building media itineraries and schedules that expose local and national writers to new ideas, options and opportunities. Take a moment to explore our communications and media activity on Facebook, Twitter, YouTube, Instagram, Pinterest or on our blog. We are confident that you will find wide-ranging communications and media services that benefit your business by being a member of the Travel Council and Explore Charleston.
facebook.com/explorecharleston twitter.com/explorechs pinterest.com/explorechs youtube.com/charlestonareacvb instagram.com/explorecharleston charlestoncvb.com/blog 11
SELLING the Lowcountry Director of Sales: Chris Hendrix, chendrix@explorecharleston.com
Explore Charleston works diligently to attract national and international meetings, conventions and trade shows to our community.
Sales managers attend industry events across the country - and world - to meet with meeting planners, tour operators and travel agents... with one purpose in mind... to sell our community. The Charleston area is capable of hosting a multitude of groups and organizations, but attracting these meetings requires extensive work. It is our mission to build the relationships and provide the information necessary that result in an organization choosing the Charleston area as host for its meeting. Bottom line: this is a relationship business, and people
do business with people they know and trust. Our sales managers are members of national, statewide and regional industry associations including ASAE, MPI, ABA and NTA. These personal and professional relationships allow our team exclusive access to meeting planners and schedulers. Educational and planning events are attended throughout the year, and consistent communication is a requirement of this department. Explore Charleston places a premium on doing the leg work that is required to sell the Charleston area to convention planners, travel agents and meeting planners, as well as regional or national organizations and associations. Staff regularly attend trade shows and coordinate introductory receptions that highlight Charleston area events and destinations. Thanks to new and expanded air service, Charleston is now able to offer lower airfares and reduced
travel time. These factors equate to a more enjoyable experience for visitors and business travelers alike. The presence of Southwest Airlines and jetBlue in the Charleston market continues to be a game changer for our industry, and Explore Charleston and its members played a huge role in bringing this service to our community. Explore Charleston is committed to growing its reputation as a premier meeting destination on a national and international scale. The staff will continue to work diligently to further establish the Charleston area as a preferred meeting destination!
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TRADE SHOW HIGHLIGHTS *all events and locations subject to change J U LY
NOVEMBER
FEBRUARY
Council of Engineering and Scientific Society Executives (CESSE) ACCESSE Conference Detroit, MI
CONNECT Florida Marketplace Location TBD
Travel South Domestic Showcase Huntsville, AL
AUGUST American Society of Association Executives (ASAE) Annual Meeting & Exposition Las Vegas, NV CONNECT Marketplace New Orleans, LA Destination Southeast Marco Island, FL Virtuoso Travel Week Las Vegas, NV SEPTEMBER IMEX America Las Vegas, NV S.P.O.R.T.S. Colorado Springs, CO OCTOBER TEAMS Houston, TX
CONNECT Sports Women in Sports Tourism Virginia Beach, VA National Tour Association (NTA) Travel Exchange Reno, NV DECEMBER Association Forum Holiday Showcase Chicago, IL Society for Incentive Travel Excellence (SITE) Southeast Annual Meeting Asheville, NC Travel South International Showcase New Orleans, LA JANUARY
MARCH National Tour Association (NTA) Contact Memphis, TN M AY HelmsBriscoe Annual Business Conference Location TBD JUNE International Pow Wow (IPW) Chicago, IL Meeting Professionals International (MPI) World Education Congress Las Vegas, NV Reunion Friendly Network Location TBD
American Bus Association (ABA) Annual Meeting & Marketplace Baltimore, MD Independent Planners Education Conference (IPEC) Louisville, KY
REGIONAL ASSOCIATION MEETINGS AUGUST
NOVEMBER
M AY
Virginia Society of Association Executives (VSAE) Annual Meeting Williamsburg, VA
AAA Super Bowl of Knowledge Charlotte/Concord, NC
Georgia Society of Association Executives (GSAE) Annual Meeting Location TBD
SEPTEMBER Meeting Professionals International (MPI) Carolinas Chapter Annual Business Exchange Charlotte, NC South Carolina Society of Association Executives (SCSAE) Fall Kick-Off Columbia, SC OCTOBER South Carolina Society of Association Executives (SCSAE) Annual Foundation Gathering Columbia, SC
DECEMBER Association Executives of North Carolina (AENC) Annual Trade Show Raleigh, NC Tennessee Society of Association Executives (TNSAE) Annual Trade Show Nashville, TN JANUARY
Meeting Professionals International (MPI) Carolinas Chapter Annual Meeting Location TBD JUNE South Carolina Society of Association Executives (SCSAE) Annual Meeting Location TBD
South Carolina Society of Association Executives (SCSAE) Annual Trade Show Columbia, SC
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VISITOR SERVICES Director of Visitor Services: Walter McCants, wmccants@explorecharleston.com The proverbial front line of Explore Charleston is the Visitor Services team. Each day the staff who work in this department serve as the de facto face of our organization. Whether it is the thousands of walk-ins that step through the door at each of our four locations, or the numerous phone inquiries that are fielded by our call center, the first impression that we make is vitally important to our collective industry and our community. Explore Charleston operates visitor centers in Charleston, Mount Pleasant, North Charleston, and Kiawah Island. Each day our dedicated staff excels at meeting our customers’ varied needs and expectations.
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The Charleston Visitor Center has been transformed into a high tech, high touch facility for orienting and assisting first-time visitors. This will also establish it as a must see attraction for repeat visitors thanks to a variety of new exhibits and constantly evolving programming. Services range from distributing maps, visitor guides and brochures, to assisting with same day hotel reservations and selling tickets for tours and attractions. All Travel Council members can avail themselves of these pointof-entry opportunities. We are proud that over 150,000 tickets to tours and attractions are sold annually via our Visitor Services locations.
Perhaps the most important— and unexpected—product our Visitor Services staff provides is assistance with large groups and conventions. An increasing number of associations and organizations are choosing the Charleston area for their annual meetings and conventions. Visitor Services assists by setting up on-site visitor information booths that answer questions and make other arrangements for individual attendees. This ability to go above and beyond is now becoming the standard for the industry... and it began here. We encourage you to stop by any of our four visitor centers to see first-hand how visitors are oriented and assisted in planning the best experience possible!
DESTINATION FEE PROGRAM
In December 2007, Wild Dunes Resort signed on as the first Destination Fee Program participant and began contributing $1 from every room night sold to Explore Charleston’s marketing budget. Thanks to the state’s Destination Specific Tourism Marketing Grant Program, which matches $0.50 on every private sector dollar raised, contributions from the 96 participating properties have grown significantly. It is truly our belief that “a rising tide floats all boats” and the Destination Fee Program boosts that opportunity by helping the Charleston area compete successfully with other well-funded destinations.
S P E C I A L T H A N K S T O T H E P R O G R A M ’ S C U R R E N T PA R T I C I PA N T S (as of July 2021) Andell Inn Andrew Pinckney Inn The Beach Club at Charleston Harbor Resort & Marina Belmond Charleston Place Hotel Best Western Charleston Inn Cambria Charleston Riverview Cambria Hotel & Suites Mt. Pleasant Cambria Hotel & Suites Summerville Charleston Harbor Resort and Marina Charleston Marriott Comfort Inn Downtown Charleston Courtyard Charleston Historic District Courtyard Charleston Mt. Pleasant Courtyard Charleston Waterfront Courtyard Marriott North Charleston Crowne Plaza Charleston Airport - Convention Center Days Inn Charleston Historic District The Dewberry Charleston Doubletree by Hilton Hotel & Suites Charleston Airport DoubleTree by Hilton North Charleston Convention Center DoubleTree by Hilton Mt. Pleasant Elliott House Inn Embassy Suites by Hilton Charleston Airport Hotel & Convention Center Embassy Suites by Hilton Charleston Historic District Embassy Suites by Hilton Charleston Harbor Mt. Pleasant Fairfield Inn & Suites Charleston Airport/Convention Center Fairfield Inn & Suites Charleston North/Ashley Phosphate Fairfield Inn & Suites Charleston North/University Area Francis Marion Hotel French Quarter Inn Fulton Lane Inn Grand Bohemian Hotel Charleston Hampton Inn & Suites Charleston Airport Hampton Inn & Suites Charleston University Blvd. Hampton Inn & Suites Charleston-West Ashley Hampton Inn & Suites IOP Hampton Inn Charleston - Historic District Hampton Inn Daniel Island Hampton Inn Mt Pleasant Patriots Point HarbourView Inn Hilton Garden Inn Charleston Airport Hilton Garden Inn Charleston Waterfront/Downtown Hilton Garden Inn Charleston/Mt.Pleasant Hilton Garden Inn Summerville Holiday Inn Charleston Historic Downtown Holiday Inn Charleston Riverview Holiday Inn Express & Suites Charleston - Mount Pleasant Holiday Inn Express & Suites Charleston Airport - Convention Center
Holiday Inn Express Savannah Highway Home2 Suites by Hilton Charleston Daniel Island Homewood Suites by Hilton Charleston - Mt. Pleasant Homewood Suites by Hilton Charleston Airport/Convention Center Homewood Suites by Hilton Charleston Historic District Homewood Suites Summerville Hotel Bella Grace Hotel Bennett Hotel Emeline Hotel Indigo Mt. Pleasant Hyatt House Charleston - Historic House Hyatt House Mt. Pleasant - Midtown Hyatt Place - Mt. Pleasant/Towne Centre Hyatt Place Charleston - Historic District Hyatt Place Charleston Airport/Convention Center Inn at Middleton Place, The John Rutledge House Inn King Charles Inn Kings Courtyard Inn Market Pavilion Hotel Mills House Wyndham Grand Hotel, The North Charleston Marriott The Palms Oceanfront Hotel Renaissance Charleston Historic District Hotel Residence Inn Ashley Phosphate Residence Inn by Marriott Airport Residence Inn by Marriott Riverview Residence Inn by Marriott Charleston Mt. Pleasant The Restoration Hotel Seaside Inn Shem Creek Inn Sleep Inn Charleston North Sleep Inn Mt. Pleasant Sleep Inn West Ashley Springhill Suites Charleston Airport & Convention Center The Spectator Hotel SpringHill Suites by Marriott Charleston Downtown / Riverview SpringHill Suites by Marriott Mt. Pleasant Staybridge Suites Mt. Pleasant/Charleston The Tides at Folly Beach TownePlace Suites Charleston Airport/Convention Center TownePlace Suites Charleston Mt. Pleasant The Vendue Hotel Wentworth Mansion Wild Dunes Resort Wingate by Wyndham Charleston Airport Coliseum Zero George
To join or learn more, contact Andy Rankin at 843.805.3033 or arankin@explorecharleston.com 15
AU X I L I A RY O R G A N I Z A T I O N S
Remaining one of the top destinations in the world is dependent on a skilled workforce and the opportunity for hospitality-related businesses to function at top form. LHA represents the industry in legislative affairs and business and education opportunities by providing a unified voice. LHA’s goals include: • • • • • •
•
Providing guidance regarding the numerous changes in industry regulations. Promoting member establishments. Organizing and marketing Charleston Restaurant Week each September and January. Assisting in workforce development initiatives designed to help the industry meet its staffing needs. Advocating for and increasing camaraderie within the hospitality community. Influencing public policy and outlining initiatives aimed at strengthening the industry is accomplished through quarterly meetings and special events. Annual scholarships are presented to students enrolled in hospitality and culinary programs at the College of Charleston and The Culinary Institute of Charleston.
Executive Director: Jill Maynard, jmaynard@explorecharleston.com The Charleston Restaurant Foundation annually presents the Lowcountry Oyster Festival. A portion of the proceeds is donated to help support local charities.
Membership & Events Manager: Jenny Peppler, jpeppler@explorecharleston.com
T E N AT I V E A N N U A L S P E C I A L E V E N T S
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September 9-19, 2021
Charleston Restaurant Week
November 2021
Legislative BBQ
January 13-22, 2022
Charleston Restaurant Week
January 2020
38th Annual Lowcountry Oyster Festival
April 2022
Hospitality Day at the Statehouse
AU X I L I A RY O R G A N I Z A T I O N S
Charleston is recognized as the birthplace of golf in America, and boasts some of the most beautiful courses in the nation. The staff of Charleston & Resort Islands Golf is composed of avid, low-handicap golfers who know as much about what to do off the course as they do about where to play! • The Official Charleston Area Golf Guide is now incorporated into all copies of the Charleston Area Visitor Guide, ensuring even greater distribution to potential golf travelers. • Charleston & Resort Islands Golf offers an online quote and booking engine that furnishes instant access to rates, tee times, and up-to-date information, while the sales team provides expert advice for individuals and groups. The website is designed to introduce potential golf travelers to the local staff through a series of fun and entertaining video vignettes which emphasize their golf skills and local knowledge. This encourages golfers to contact the staff via phone or email for advice and assistance. The true value of booking a golf trip through CRIG is the staff’s ability to help visitors make the wisest use of their time...both on and off the course. • Charleston & Resort Islands Golf works closely with the marketing and media departments of Explore Charleston to secure coverage in the world’s top golf and travel publications.
VP Business Development: Perrin Lawson, plawson@explorecharleston.com
The Charleston Area Sports Commission is the region’s central sports development agency and markets the area as a premier destination for events which generate overnight visitation for participants and spectators. Staff tracks over 400 sports events a year and provides assistance to over 50 local and out-of-town sports event organizers annually. The Commission’s ultimate goal is to ensure that each event is a success for its organizers and an economic benefit for the Charleston community. Key objectives include: • Identify non-peak periods for venues, hotels, etc. and attract specific events. • Work alongside prestigious right-holders to ensure their success in the Charleston market during their event planning stage. • Develop sports travel themes to increase the market reach for potential attendees and to extend their stay. • Promote Travel Council members’ hospitality services to attendees visiting the area for annual events.
Executive Director: Kathleen Cartland, kcartland@explorecharleston.com 17
APPENDIX
TOURISM IMPACT 2016
2017
2018
2019
2020
Estimated Number of Visitors (Millions)
5.44
6.90
7.28
7.43
5.12
Estimated Total Economic Impact (Billions)
$4.22
$7.37
$8.13
$9.67
$6.15
Percentage of Sales Attributable to Tourism
20.1%
20.1%
23.4%
21.3%
14.7%
Estimated Total Labor Earnings (Billions)
$1.80
$2.7
$2.76
$3.43
2.29%
Average Total Expediture Per Adult Per Trip
$781
$826
$863
$878
$779
Lodging Sales (Millions)
$831.41
$904.09
$949.79
$962.37
$633.05
Hotel Room Nights Sold
4,391,770
4,527,821
4,641,478
4,810,252
2,953,991
Hotel Average Occupancy
75.6%
76.6%
74.9%
73.9%
45.5%
Hotel Average Daily Rate
$149.29
$151.17
$152.63
$151.38
$122
Hotel Room Inventory
15,981
16,734
17,403
18,162
18,544
Charleston Area Peninsula Inventory
4,175
4,480
4,532
4,568
4,689
West of the Ashley Inventory
1,569
1,594
1,786
1,966
1,966
North Charleston Area Inventory
7,179
7,284
7,489
7,707
7,939
East of the Cooper (Mt. Pleasant & East Islands) Inventory
2,359
2,677
2,897
3,222
3,251
Beach Communities Hotel Inventory (STR data)
699
699
699
699
699
Vacation Rental Units/Rooms
5,098
6,592
7,610
7,323
7,022
Visitor Center Traffic
498,040
518,000
516,293
397,666
127,971
Attraction Attendance
2,571,589
2,627,933
2,503,469
2,563,595
1,066,404
* Data is estimated; ** New economic models were used, therefore the numbers might be different from past years.
TOP ORIGINS OF VISITORS North Carolina Georgia Florida Tennessee Virginia Ohio Pennsylvania New York Texas Illinois
C H A R L E S T O N A R E A’ S G R E AT E S T A S S E T S
AV E R A G E E X P E N D I T U R E S I N C H A R L E S T O N (Per adult per trip)
1. History/Historic Sites 2. Food/Restaurants 3. Tours 4. Shopping 5. Beach/Waterfront 6. Outdoor Recreation 7. Local Hospitality 8. Attractions
Accommodations $375 Dining/Food $169 Local Transportation $38 Tours/Attractions $75 Shopping $74 Other Expenses $48 Total Expenditure $779 Note: The sum of all categories does not equal total expenditure because each category is calculated based on non-zero values.
About 10% were international visitors, mostly from Canada & UK
Notes: Average Daily Rate and Occupancy Rate are calculated based on participating hotels only. Total lodging sales are based upon the State’s 2% lodging tax, which includes all paid forms of commercial lodging including rental villas, beach houses and market. Economic impacts, the numbers of jobs and their earnings of 2008 are based on the IMPLAN model which might not be comparable to previous years. Data Sources: Charleston Area Convention and Visitors Bureau, Smith Travel Research, South Carolina Tourism, Charleston Metro Chamber of Commerce, South Carolina Department of Revenue, Office of Tourism Analysis, College of Charleston
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APPENDIX
ACCOMMODATIONS TAX A state-wide sales tax is imposed upon the gross proceeds from the rentals or charges for sleeping accommodations furnished at any place in which rooms, lodgings, or sleeping accommodations of any kind are furnished, including but not limited to hotels, motels, inns, condominiums or residences.
2% collected from visitors by lodging properties Sent to State Department of Revenue 1% of total is kept by State for overhead and 2% of total goes to Regional Tourism Organization
Portion is sent to cities/counties by “Robin Hood” provisions Balance sent to Municipal Governments, which keeps first $25,000 BALANCE
5% to Municipalities’ General Fund
65% retained by Municipalities for Tourism-related activities
30% to Explore Charleston for promotion of Charleston area
A C C O M M O D AT I O N S TA X 6% State Sales Tax [only 5% applies to lodging] 3% Local Option (county) Sales Tax (includes 1% school capital projects tax and .5% transportation 2% State Accommodations Tax 2% Charleston County Accommodations Tax + 1 - 2% Local Accommodations Tax 13-14% Taxes paid on local hotel rooms
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AP PP PE EN ND D IIX X A
RESEARCH EXPENSES FOR THE CACVB 1% Rent 8% Group Sales & Sports Development
2% Executive Department 2% Operations
3% Finance & Human Resources
5% Visitor Services & Venues 6% Media & Public Relations 49% Destination Marketing
R E V E N U E G E N E R AT E D BY THE CACVB
<1% Finance & Human Resources <1% Group Sales & Sports
26% Destination Specific Grant Expenditures
24% Destination Specific Grant
37% Accommodation Taxes
35% Marketing & Publications
2% Visitor Services
2% Executive
CHARLESTON COUNTY HOTEL PERFORMANCE Changes in
Jan Feb March April May June July Aug Sept Oct Nov Dec total
Occupancy
1.5%
-2.0%
-1.9%
-2.9%
0.7%
-5.2%
-3.0%
-9.5%
8.9%
1.4%
1.7%
1.7%
-0.4%
Changes in ADR from 2018
-1.4%
-1.6%
-0.6%
-4.7%
-0.6%
-2.1%
-1.8%
-0.3%
0.1%
-0.6%
3.7%
9.5%
-0.3%
from 2018
Source: Smith Travel Research
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J A N - D E C 2 019
APPENDIX
MUNICIPALITIES CHARLESTON COUNTY The Honorable Henry Darby The Honorable Jenny Honeycutt The Honorable Anna Johnson The Honorable C. Brantley Moody The Honorable Teddie Pryor, Chairman The Honorable Herb Sass The Honorable Dickie Schweers The Honorable Robert Wehrman The Honorable Kylon Middleton CITY OF CHARLESTON The Honorable John Tecklenburg, Mayor The Honorable William D. Gregorie The Honorable Harry Griffin The Honorable Carol Jackson The Honorable Marie Delcioppo The Honorable Robert Mitchell The Honorable Jason Sakran The Honorable Mike Seekings The Honorable Peter Shahid, Jr. The Honorable Kevin Shealy The Honorable Karl L Brady, Jr. The Honorable Perry K. Waring The Honorable Ross A. Appel CITY OF ISLE OF PALMS The Honorable Jimmy Carroll, Mayor The Honorable Randy Bell The Honorable Ryan Buckhannon The Honorable Phillip Pounds The Honorable Rusty Streetman The Honorable John Moye The Honorable Kevin Popson The Honorable Susan Hill Smith The Honorable Jimmy Ward
CITY OF NORTH CHARLESTON The Honorable Keith Summey, Mayor The Honorable Ron Brinson The Honorable Michael Brown The Honorable Mike A. Brown The Honorable Sam Hart The Honorable Virginia Jamison The Honorable Rhonda Jerome The Honorable Bob King The Honorable Jerome Heyward The Honorable Kenny Skipper The Honorable Dorothy Williams TOWN OF KIAWAH ISLAND The Honorable John Labriola, Mayor The Honorable Maryanne Connelly The Honorable Dan Prickett The Honorable John Moffitt The Honorable Scott Parker TOWN OF MT. PLEASANT The Honorable Will Haynie, Mayor The Honorable Howard R. Chapman The Honorable Brenda Corley The Honorable Laura Hyatt The Honorable Kathy Landing The Honorable Tom O’Rourke The Honorable Jake Rambo The Honorable Gary Santos The Honorable G.M. Whitley TOWN OF SEABROOK ISLAND The Honorable John Gregg, Mayor The Honorable Jeri Finke The Honorable Patricia Fox The Honorable Barry Goldstein
TOWN OF SULLIVANS ISLAND The Honorable Patrick O’Neil, Mayor The Honorable Gary Visser The Honorable Scott Millimet The Honorable Greg Hammond The Honorable Justin Novak The Honorable Bachman Smith, IV The Honorable Kaye Smith CITY OF FOLLY BEACH The Honorable Tim Goodwin, Mayor The Honorable William Farley The Honorable Amy Ray The Honorable DJ Rich The Honorable Adam Barker The Honorable Billy Grooms The Honorable Katherine Houghton
A C C O M M O D AT I O N TA X E S BY M U N I C I PA L I T I E S <1% Folly Beach 7% Mt. Pleasant
8% Kiawah Island 8% Isle of Palms 11% North Charleston
<1% Seabrook Island
<1% Sullivan’s Island
34% Charleston County
32% City of Charleston
STATE LEGISLATIVE DELEGATION Representative James “Jay” Lucas, Jr., Speaker of the House Representative Carl Anderson Representative Linda Bennett Representative Joe Bustos Representative William Scott Cogswell, Jr. Representative Joe Daning Representative Gil Gatch Representative Wendell Gilliard
Representative Lee Hewitt Representative Mandy Kimmons Representative JA Moore Representative Chris Murphy Representative Chardale Murray Representative Marvin Pendarvis Representative Krystle Matthews Representative Mark Smith Representative Leon Stavrinakis
Senator Brian Adams Senator Sean Bennett Senator Chip Campsen Senator Stephen Goldfinch Senator Larry Grooms Senator Marjie Bright Matthews Senator Marlon E. Kimpson Senator Sandy Senn
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APPENDIX
BOARD of GOVERNORS EXECUTIVE COMMITTEE Chairman: John Laverne, Bulldog Tours Vice Chairman & Travel Council Chairman: Dan Blumenstock, Fennell Holdings Treasurer: David Jennings, Rosen | Hagood, LLC Immediate Past Chairman: Michael Tall, Hospitality Consultant Chairman Marketing Committee: Frank Fredericks, Hospitality Consultant CEO: Helen T. Hill
MEMBERS AND APPOINTEES Matt Barba, Charlestowne Hotels Dan Battista, Lowe Enterprises David Bennett, Charleston County Parks & Recreation Commission Michael Blake, Kiawah Island Golf Resort Carl Borick, Charleston Heritage Federation The Honorable Timothy Goodwin, City of Folly Beach The Honorable John W. Gregg, Town of Seabrook Island Jimmy Hagood, Food for the Southern Soul John Keener, Charleston Crabhouse Jonathan Kish, Queen Street Hospitality The Honorable John Labriola, Town of Kiawah Island Frank Lapsley, North Charleston Coliseum Rick Mosteller, Fort Sumter Tours/ Spiritline Cruises The Honorable John Moye, City of Isle of Palms Rhett Outten, Croghan’s Jewel Box The Honorable Teddie Pryor, Charleston County Council Ed Riggs, SC Tourism Expenditure Review Committee Patrick Rogers, Marriott Riverview Oliver Rooskens, Charleston Harbor Resort and Marina Terry Sedalik, Charleston Golf Course Owners Association The Honorable Mike Seekings, City of Charleston The Honorable Peter Shahid, City of Charleston The Honorable Keith Summey, City of North Charleston David Tart, Four 17 Partners The Honorable Guang Ming Whitley, Town of Mount Pleasant Michelle Woodhull, Charming Inns of Charleston
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