Bluffton FY23-Q3 Update

FY23 - Q3 Update

TOWN OF BLUFFTON INDUSTRY METRICS

FY23 - Q3 Performance Metrics & Update

January 1 - March 31, 2023

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 FY23 – Q3.

Town of Bluffton Marketing Plans, Reports, and Presentations

• Submitted the monthly reports to the town staff.

• February 15, 2023, submitted the Town of Bluffton FY23 - Q2 report to town staff.

• March 14, 2023, presented FY23-Q2 quarterly report to town staff.

• March 31, 2023, printed and submitted the Town of Bluffton FY23-24 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, 2023, the Bluffton video series has received 445 views on the website which is an +11.8% increase over Q2 2022.

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Dedicated Official Bluffton Vacation Planner

January1-March31,2023

The Official Vacation Planner is the first touchpoint visitors receive when planning their visit to the Heart of the Lowcountry™. In FY23-Q3, we printed 25,000 copies of the Bluffton Vacation Planner

We receive requests for this piece from multiple platforms; online, media, and home inquiries. In addition, we distribute the planner to state and local welcome centers, hotels, airports, AAA offices, tradeshows and is included in all public relations outreach.

FY23 – Q3 Mail Fulfillment and Distribution

Official Bluffton Vacation Planner: 14,560

Official Regional Vacation Planner: 35,837

Research

We continue our efforts with the College of Charleston in collecting visitor profile surveys and understanding the demographics of those who are traveling to Bluffton. In FY23-Q3, we received the 2022 Bluffton Economic Impact Report and 2022 Bluffton Visitor Profile Study, which was included in the index of the FY23 – 24 Town of Bluffton Marketing Plan, that was shared with town staff.

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FY23 - Q3 Bluffton Website Performance

Referrals/Click Throughs Made to Area Business 13,590 Website Sessions 62,085 Website Visits January 1 - March 31, 2023 +49.4% +18.8% This quarter we generated a 21.9% conversion rate. Our top sources were paid social, Google organic, and Google search with paid search and paid social having the two highest conversion rates at 43% and 45%.

FY23 - Q3 Destination Social Report

January 1 - March 31, 2023

7,430

2,015

Instagram and Facebook engagements saw a decrease YOY due to high-performing content in the previous year. Due to Twitter’s drastic decrease in users and engagements, this platform has become less of a focal point. TikTok is in a growth phase since the launch of the account in November. The TikTok performance metrics are displayed as totals until we have concrete period-over-period data to compare against.

Facebook

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+17% YOY Facebook Page Likes 3,1351 -3% YOY Facebook Engagements 77,881 +19% YOY +3.5% YOY Instagram Followers 8,451 Twitter Followers 654 TikTok Followers

-41% YOY Instagram Engagements

-51%YOY Twitter Engagements

TikTok Engagements

46

123

Instagram Twitter TikTok

FY23 - Q3 Destination Metrics

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, 2023.

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OCC: Occupancy Rates January 47.9% +6.0% YOY February 64.4% +4.0 % YOY March 74.8% +13.6% YOY ADR: Average Daily Rate January $181 -7.9% YOY February $193 -18.9 % YOY March $275 -28.6% YOY RevPAR: Revenue per Available Room January $86 -2.3% YOY February $124 -15.6% YOY March $206 -18.9% YOY While Bluffton saw increases in occupancy during Q3, the decreases in hotel average daily rate, resulted in lower revenue per available room. Currently, our ADR is trending at the same pace as 2021. Based off prior years, we should expect an increase in ADR in Q4, that will rightside RevPar in the upcoming quarter Source: Smith Travel Research, Monthly Trend Report January 1- March 31, 2023

FY23 - Q3 Events

January 1 - March 31, 2023

For FY23 - Q3 time frame, our organization’s events included:

• Conversation + Cocktails

• Chamber Young Professionals

• Executive Connection

• Jr. Leadership

• Leadership

• Power Hour Tele Town Hall

• Ribbon Cuttings Events Held 15 Participation in Events by Chamber Members 668

January 1 - March 31, 2023

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

Ad Value

$46,958.67

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FY23 - Q3 Public Relations (Earned Media) Mentions 24 Impressions 161,321,586

Source: Critical Mention / BurrellsLuce / Weber Shandwick

FY23 - Q3 Public Relations (Earned Media)

Bluffton Story Highlights

January

Glamour (UVPM: 1,683,170):

January- March 31, 2023

March

25 Picture-Perfect Weekend Getaways for Valentine’s Day

Veranda (UVPM: 98,899):

20 Romantic Escapes for a Valentine’s Day Getaway

Only in Your State (UVPM: 2,141,175):

A Visit To The 5 Most Historic South Carolina Towns Is Like Going Back In Time

February

Golf Digest (UVPM: 784,300):

The 15 best risk-reward holes at courses everybody can play

Betches (UVPM: 80,859):

The Ultimate Momcation Travel Guide Because We Know You Need A Getaway

Forbes Travel Guide (UVPM: 16,332):

6 Innovative New Hotel Wellness

Offerings

Southern Living (UVPM: 2,530,157): Fall In Love With The Heart Of The Lowcountry In Bluffton, South Carolina

Atlanta Journal-Constitution (UVPM: 3,055,867)

Travel Guide: 3 babymoon destinations within driving distance of Atlanta

FamilyVacationist (UVPM: 77,924):

12 Foodie Hotels That Will Delight Your Taste Buds

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FY23 - Q3 Ribbon Cuttings

January 1- March 31, 2023

The Hilton Head Island-Bluffton Chamber of Commerce promoted and supported 4 ceremonies for this quarter with four local business chamber members: Intrepid USA Hospice, Ma Daisy’s, Monkees of Bluffton, and Parker’s Kitchen.

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Intrepid USA Hospice Monkees of Bluffton Ma Daisy’s Parker’s Kitchen

FY23 - Q3 Budget

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 - Other

Total direct marketing expenses

Administrative (Based on 28% of revenues)

Salaries

Payroll taxes

Employee benefits - 401K

Employee benefits - Insurance

Operations - Other

Operations - Building Expense

Total administrative

Total expenses

Excess of revenues over expenses

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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$ 15,000 $ 7,500 $ 37,304 $ 2,838 $ 13,005 $ 34,596 $ 45,605 $ 1,717 $ 409,796 $ 409,796 $ 142,566 $ 76,220 $ 5,335 $ 3,811 $ 7,558 $ 14,338 $ 7,482 $ 114,744

$ 257,310 $ 152,486