TOWN OF BLUFFTON INDUSTRY METRICS
FY 24 - Q 3 Update
FY24 - Q3 Performance Metrics & Update
January 1 - March 31, 2024
As the Town of Bluffton’s official Destination Marketing Organization (DMO), we are the leader in promoting tourism to the destination. By understanding today’s travelers and adapting to the changing landscape of the industry, we are able to execute the comprehensive Town of Bluffton Strategic 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 FY24 – Q3.
Town of Bluffton Marketing Plans, Reports, and Presentations
• 01/05, 02/05 and 03/05, Submitted three monthly reports to the town staff.
• 02/15/24, Submitted the Town of Bluffton FY24-Q2 report to town staff.
• 03/29/24, Submitted Town of Bluffton FY24-25 Marketing Plan.
VisitBluffton.org #LoveBlufftonSC 2
Dedicated Official Bluffton Vacation Planner
January 1 - March 31, 2024
The Official Vacation Planner is the first touchpoint visitors receive when planning their visit to the Heart of the Lowcountry™.
We receive requests for this piece from multiple platforms; online, media, and phone inquiries. In addition, we distribute the planner to state welcome centers, hotels, airports, AAA offices, trade-shows and included in all public relations outreach
FY24-Q3 Mail Fulfillment and Distribution
Official Bluffton Vacation Planner: 13,920
Official Hilton Head Island, Bluffton, Daufuskie Island Vacation Planner: 28,945
Research
In FY24-Q3 we received the 2023 Bluffton Visitor Profile Study and the 2023 Estimated Total Impact of Tourism in Bluffton on Beaufort County. We will continue our efforts with the College of Charleston, Office of Tourism Analysis in collecting survey data in preparation for 2024 reports.
VisitBluffton.org #LoveBlufftonSC 3
January 1 - March 31, 2024
Website Sessions
51,469
Website Visits
Referrals/Click Throughs Made to Area Business
12,749
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FY24-Q3 Bluffton Website Performance
-17%
The 17% decrease in website sessions and 6% decrease in referral clicks can be directly linked to the overall SEM budget decreases in Q3. Despite this, we are pleased to note that our performance only experienced a slight decline compared to the previous year, relative to the overall budget changes. -6% YOY
YOY
FY24-Q3 Destination Social Report
January 1 - March 31, 2024
2,261
Engagements
13,677
Engagements
Engagements
731
Bluffton’s social presence in Q3 saw positive results with almost all metrics showing growth compared to the same period last year. Notably TikTok saw a 494% increase in engagements since last year, this growth can be attributed to the increased content shared, providing more opportunities for interaction. Moving forward, we will maintain our social strategy, emphasizing local events, user-generated content, and engaging giveaways to further increase our followers.
VisitBluffton.org #LoveBlufftonSC 5
+14% YOY Facebook Page Likes 37,246 -3% YOY Facebook
77,881 +22%
10,607 +10% YOY Instagram
Engagements
YOY Instagram Followers
Facebook
Instagram X TikTok
TikTok Followers
TikTok
+494%
+12%
+5% YOY X
+112%
X
172
YOY
YOY
Followers 688
YOY
FY24-Q3 Destination Metrics
January 1 - March 31, 2024
As the Official DMO for the Town of Bluffton and based on our official contract, below are the quarterly metrics for the time frame January 1 - March 31, 2024.
Source: Smith Travel Research (STR), Monthly Trend Report
VisitBluffton.org #LoveBlufftonSC 6
OCC: Occupancy Rates January 56.3% +17.5% YOY February 69.6% +8.1% YOY March 74.0% -1.0% YOY ADR: Average Daily Rate January $156 -13.5% YOY February $202 + 5.0% YOY March $283 + 2.8 YOY RevPAR: Revenue per Available Room January $88 +1.6 YOY February $140 +13.4% YOY March $209 +1.7% YOY Bluffton saw positive growth in RevPar for FY24-Q3, when compared to the previous year. January ADR for the quarter experienced a 13.5% decrease, but due to a higher increase in occupancy, Bluffton saw an increase in overall RevPar. March occupancy was down 1.0% to the previous year, but an increase in ADR resulted in positive growth in RevPar.
FY24-Q3 Events
January 1 - March 31, 2024
For FY24-Q3 time frame, our organization’s events included:
• Chamber Restaurant Week
• Leadership Class
• Ribbon Cuttings
• AI Forum
Events Held 6 Participation in Events by Chamber Members
301
FY24-Q3 Public Relations
January 1 - March 31, 2024
Below are the Bluffton-specific Public Relations mentions for the quarter.
Stories/Mentions
30 Impressions 120,215,109 Ad Value
$35,229.78
Source:
VisitBluffton.org #LoveBlufftonSC 7
Critical Mention / Cision / Weber Shandwick
FY24-Q3 Public Relations
Bluffton Media Highlights January – March
January
Veranda (UVPM: 1,190,785)
These Are the Chicest Hotels in Every State
World Atlas (UVPM: 5,081,569)
9 Best Towns In South Carolina For A Winter Getaway
February
World Atlas (UVPM: 5,081,569)
7 Most Vibrant Towns In South Carolina
US Weekly (UVPM: 13,006,779)
Justin Bieber and Hailey Bieber: A Timeline of Their Relationship
March
Atlanta Journal-Constitution (UVPM: 3,462,760)
Spring travel: 8 quick getaways by car or plane
VisitBluffton.org #LoveBlufftonSC 8
FY24-Q3 Ribbon Cuttings
January 1 - March 31, 2024
The Hilton Head Island-Bluffton Chamber of Commerce promoted and supported two ribbon cutting ceremonies for this quarter with two local business chamber members:
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Your Health Organization 02/05/24
Collab SC 03/19/2024
Destination Marketing Organization
Revenues - Town of Bluffton DMO
Town of Bluffton Special Grant - Special
Total Revenue
Expenses:
Vacation Planner (Regional) (estimated)
Fulfillment - Regional Vacation Planner (estimated)
Vacation Planner - Bluffton Only Guide
Fulfillment - Bluffton Only Guide
Digital Promotions - Social Media
Digital Promotions - Website/SEO
Digital Promotions - Google/Facebook
Leisure Marketing (CBS)
Leisure Marketing ( Garden & Gun )
Photography
Leisure Marketing (Departures Media)
Leisure Marketing - Other
Total direct marketing expenses
Administrative (Based on 39% of expected annual revenues) Salaries
Payroll taxes
Employee benefits - 401K
Employee benefits - Insurance Operations - Other Operations - Building Expense
Total administrative
Total expenses
Excess of revenues over expenses
227,549 $ (110,368)
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$
$ 2,640 $ 662 $ 1,500 $ 4,608 $ 174 $ 337,917$ 337,917 $ 161,655 $ 53,923 $ 3,775 $ 3,235 $ 4,124 $ 550 $ 287 $ 65,894
$ 15,000 $ 6,000 $ 58,790 $ 8,123 $ 10,900 $ 19,478
33,780
$
Important Note on Estimated Costs: The Vacation Planner/Fulfillment are shared expenses with the Town of Hilton Head Island, Beaufort County,
State of South Carolina
reconciled
end of the fiscal year.
FY24-Q3 Budget
and the
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Meet Your Team
Executive
BILL MILES, IOM, CCE
President & CEO
bmiles@hiltonheadisland.org
CONNIE KILLMAR
Assistant to the President ckillmar@hiltonheadisland.org
Communications
CHARLIE CLARK
Vice President, Communications cclark@hiltonheadisland.org
HALLIE MARTIN
Director of Communications hmartin@hiltonheadisland.org
SHANNON LONGSHORE
Visual Content Coordinator slongshore@hiltonheadisland.org
JORDAN MATTHIS
Visual Content Coordinator jmatthis@hiltonheadisland.org
Finance & Administration
RAY DEAL
Controller rdeal@hiltonheadisland.org
KELLY MCCALLISTER
Assistant Controller kmccallister@hiltonheadisland.org
Visitor & Convention Bureau
ARIANA PERNICE
Vice President, Visitor & Convention Bureau apernice@hiltonheadisland.org
KATIE CACCIOLA
Director of Marketing kcacciola@hiltonheadisland.org
ZACK SHEDD
Multimedia Sales Manager zshedd@hiltonheadisland.org
CRISTIAN SLATON
Research Manager cslaton@hiltonheadisland.org
ROBERT OBERNIER
Website Administrator robernier@hiltonheadisland.org
Information Specialist
KATHY WININGS
Information Specialist kwinings@hiltonheadisland.org
LAURA HIGGINS
Information Specialist lhiggins@hiltonheadisland.org
LINDA LANIER
Information Specialist llanier@hiltonheadisland.org
VisitBluffton.org #LoveBlufftonSC 11
VisitBluffton.org #LoveBlufftonSC