TOWN OF BLUFFTON INDUSTRY METRICS FY22 - Q4 Update
FY22 - Q4 Performance Metrics & Update
by exploring
The Bluffton video series continues to compliment the Heart of the Lowcountry™ the rich culture highlighting its genuine hospitality. period of April 1 - June 30, 2022, the Bluffton video series
and
For the
Town of Bluffton Marketing Plans and Presentations
Bluffton
received 2,684 views. • • Views 2,684 April 1 - June 30, 2022
The
FY22 - Q3 presentation submitted to Town of Bluffton on July 1, 2022 to be shared with Town Council. Presentation originally not given due to request by the Town in June and traveling conflicts in July. Video Series - Explore Bluffton
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. 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 – Q4.
VisitBluffton.org #LoveBlufftonSC2
VisitBluffton.org #LoveBlufftonSC3 Dedicated Official Bluffton Vacation Planner We continue to fulfill the Official Bluffton Vacation Planner through our third-party fulfillment partner, Kennickell. Planning for the 2023 Vacation Planner began in Q4 and ad sales kicked off in July. Official Bluffton Vacation Planner: 4,875 Official Hilton Head Island, Bluffton, Daufuskie Island Vacation Planner: 17,231 Mail Fulfillment and Distribution We continue our efforts with the College of Charleston in collecting visitor profile surveys to better understand the demographics of those who are traveling to Bluffton. AprilResearch1-June 30, 2022
FY22 - Q4 Bluffton Website Performance VisitBluffton.org has experienced growth in both website hitsand referrals. We are in the process of updating the website platform to Drupal 9. *Standalone site launched March 31, 2021, sufficient analytics did not start accumulating until end of April 2021. Next quarter’s report will have YOY comparison. Referrals/Click Throughs Made to Area Business 12,806 SessionsWebsite 44,240WebsiteVisits April 1 - June 30, 2022
The Hilton Head Island-Bluffton Chamber of Commerce promoted and supported four ribbon cuttings this quarter with local business chamber members: Juice Hive, Lowcountry Fresh Market & Café, Bluffton Business Park, and Southern Sky Recovery. FY22 - Q4 Ribbon Cuttings Bluffton Business Park Southern Sky Recovery The Juice Hive Lowcountry Fresh Market & Cafe April 1 - June 30, 2022
VisitBluffton.org #LoveBlufftonSC6 FY22 - Q4 Destination Metrics 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 Q4 from Smith Travel Research (STR). OCC: OccupancyRates April 69.3% -0.4% YOY May 69.3% -4.0% YOY June 76.0% -7.7% YOY ADR:DailyAverageRate April $336.90 23.0% YOY May $319.37 7.5% YOY June $271.86 3.1% YOY RevPAR: Revenue per RoomAvailable April $233.62 13.7% YOY May $221.21 1.1% YOY June $206.50 -16.9% YOY Source: Smith Travel Research, Monthly Trend Report April 1 - June 30, 2022
VisitBluffton.org #LoveBlufftonSC7 FY22 - Q4 Destination Social Report 49% YOY Facebook Page Likes 28,551 15.2% YOY Facebook Engagements 96,416 56% YOY Instagram Followers 7,434 12.6% YOY Instagram Engagements 8,861 April 1 - June 30, 2022
VisitBluffton.org #LoveBlufftonSC8 FY22 - Q4 Events For FY22 - Q4 timeframe, our organization’s events and meetings included: • J r. Leadership Class and Graduation • Leadership Class and Graduation • Public Policy Committee Meetings • Plaid Par-tee • Power Hour Tele-Town Hall • R egional Business Council • R epresentative Nancy Mace • R ibbon Cuttings • Small Business Week Events Held 41 Participation in Events by Chamber Members 1,277 FY22 - Q4 Public Relations (Earned Media) Impressions 88,088,585 Ad Value $92,339.50 Placements 47 Below are the Bluffton specific Public Relations mentions for the quarter. Source: Critical Mention / BurrellsLuce / Weber Shandwick April 1 - June 30, 2022 April 1 - June 30, 2022
VisitBluffton.org #LoveBlufftonSC9 FY22 - Q4 Public Relations (Earned Media) April The Ne w York Times (UVPM: 43,264,806): Family-Friendly Short Courses Are Gaining Favor Forbes (UVPM: 24,220,000): From Amman To Zurich, Forbes Travel Guide’s 2022 Star Award Winners USA TODAY 10 Best (UVPM: 383,291): Enjoy a laid-back Lowcountry getaway at Montage Palmetto Bluff May Travel + Leisure (UVPM: 2,005,222): 12 Hotels Around the World That Offer Forest Bathing, Meditation, and Transformative Nature Activities Reviewed (UVPM: 795,807): 10 stateside honeymoon destinations to discover Global Traveler (UVPM: 4,179): 3 Ultimate Father’s Day Destinations for the Outdoorsy Dad June Veranda (UVPM: 98,899): These Are 17 of the Most Beautiful Hotels in the World Links Magazine (UVPM: 22,272): Links Living: Palmetto Bluff Bluffton Story Highlights April 1 – June 30, 2022
VisitBluffton.org #LoveBlufftonSC10 Revenues - Town of Bluffton DMO Town of Bluffton Special Grant - Special Total Revenue 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 (Garden & Gun) Leisure Marketing (Local Palate) Leisure Marketing - Other Bluffton Carryover Expense - FY2023 Bluffton Visitor Research Total direct marketing expenses Administrative (Originally based on 37% of revenues, but reduced to 28%) EmployeePayrollSalariestaxesbenefits - 401K Employee benefits - Insurance Operations - Other Operations - Building Expense Total Totaladministrativeexpenses Excess of revenues over expenses $ 8,844 $ 17,752 $ 31,928 $ 11,507 $ 15,000 $ 58,368 $ 56,699 $ 45,000 $ $22,5002,067 $$73,8203,886 $ 482,459 $ 482,459 $ 347,370 $ $$$$89,7346,2814,4878,89816,880$8,809 $ 135,089 $ 482,459 $ (0) Destination Marketing Organization FY22 - Q4 Budget Note: As of August 8, 2022, these financials are unaudited & are subject to change. Financials will not be considered final until audit completion and Board approval in September 2022. 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.
VisitBluffton.org #LoveBlufftonSC
