FY23-Q1 Bluffton DMO Recap

FY23 - Q1 Update

OF BLUFFTON INDUSTRY METRICS

TOWN

FY23 - Q1 Performance Metrics & Update

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 – Q1.

Town of Blu on Marketing Plans and Presentations

• On the fifth day of each month in FY23-Q1 the Bluffton monthly was submitted to town staff.

• Submitted the Town of Bluffton FY22-Q4 report to town staff on August 15, 2022.

• Presented the FY22-Q4 report at the Town Council meeting on September 13, 2022.

Blu on Video Series - Explore Blu on

• 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 July 1 - September 30, 2022, the Bluffton video series received 3,008 views. This is an 8.75% increase over last year’s performance.

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3,008 July

Views

1 - September 30, 2022

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The Official Vacation Planner is the first touchpoint visitors receive when planning their visit to the Heart of the Lowcountry™. We continue to work towards the final version of the 2023 planner, which will be available in early 2023. O cial Blu ton Vacation Planner: 5,295 O cial Hilton Head Island, Blu ton, Daufuskie Island Vacation Planner: 18,043 Mail Ful llment and Distribution July 1 – September 30, 2022 We continue our efforts with the College of Charleston in collecting visitor profile surveys and understanding the demographics who are traveling to the Town of Bluffton. The Bluffton Visitors and Convention Bureau partnered with The University of South Carolina Beaufort to conduct survey research for the Historic Bluffton Arts & Seafood Festival. Research July 1 - September 30, 2022

Official Bluffton Vacation Planner

VisitBluffton.org

Q1

Website Performance As a standalone website, VisitBluffton.org has experienced growth in both website sessions and referrals year over year. Website Visits July 1 - September 30, 2022 Website Sessions 61,942 +52.07% Referrals/Click Throughs Made to Area Business 12,984 +45% YOY data will now be provided in all quarterly reporting e orts moving forward. We continue to see increases in both web sessions and partner referrals on VisitBlu ton.org. During the Q1 timeframe, we launched two initiatives with Garden + Gun and The Local Palate which resulted in a higher volume of tra c to the site.

FY23 -

Bluffton

VisitBluffton.org #LoveBlufftonSC 5 FY23 - Q1 Destination Social Report + 35% YOY Facebook Page Likes 29,874 -6% YOY Facebook Engagements 99,818 +43% YOY +4.5% YOY Instagram Followers 7,898 Twitter Followers 647 -31%YOY * Instagram Engagements 9,864 +163.9%YOY Twitter Engagements 95 July 1 - September 30, 2022 Instagram had above-average performance in engagements during this same timeframe in the previous year which resulted in a YOY decrease in this metric.

FY23 – Q1 Paid Media Partnerships

July 1 - September 30, 2022

Garden & Gun partnered with Visit Bluffton for a custom digital branded content program featuring Bluffton, South Carolina. A Garden & Gun editor visited Palmetto Bluff and Old Town Bluffton and highlighted their experiences with amenities, dining, and activities the destination offers.

• Digital branded content article with 100% SOV and premium homepage visibility.

• Social media campaign supporting digital branded content developed by Garden & Gun and an additional campaign.

• Sponsored Talk of the South and enhanced Talk of the South newsletter supporting digital branded content

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Impressions 2.3M+ Clicks 39K

The Local Palate is a Southern food culture magazine that tells the stories behind the people, places, and foodways that make up the diverse and dynamic culinary region. Here, food and drink are more than sustenance—they’re a way of life. Explore Southern recipes, traditions, artisanal products, makers, chefs, getaways, and communities, and use food as a lens to better understand the rich culture of a destination.

• Tableaux full page print ad (July 2022)

• Run of site digital ads

• Social media campaign with Facebook and Instagram and Instagram Takeover

• The Local Palate newsletter feature in Charleston, Atlanta and Charlotte

• 6 digital articles featured on Bluffton hub on The Local Palate website

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VisitBluffton.org #LoveBlufftonSC 8 FY23 - Q1 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 July 1 - September 30, 2022. OCC: Occupancy Rates July 69.1% -15.4% YOY August 54.7% -19.8% YOY September 60.7% -8.7% YOY ADR: Average Daily Rate July $304.25 -7.2% YOY August $283.74 -9.9% YOY September $300.49 11.3% YOY RevPAR: Revenue per Available Room July $210.10 -21.5% YOY August $155.29 -27.3% YOY September $182.37 1.6% YOY Source: Smith Travel Research, Monthly Trend Report FY23 -Q1 saw a lighter volume of tra c than FY22-Q1. Due to the availability of other travel opening, potential visitors were given more options when considering a destination. During this timeframe, FY23-Q1 felt the slight impact of Hurricane Ian (September 23, 2022) which caused uncertainty with our visitors. July 1 - September 30, 2022

FY23 - Q1 Public Relations (Earned Media)

July

Town & Country (UVPM: 2,088,687): 30 Luxurious Spas That Are Worth the Drive

Forbes (UVPM: 24,220,000): Five Stunning Ecotourism-Focused Hotels On The Carolina Coast

PureWow (UVPM: 1,128,004): The 12 Most Charming Small Towns in South Carolina August

Garden & Gun (UVPM: 58,322): An All-Ages Escape to Bluffton, South Carolina

Us Weekly (UVPM: 2,238,756): Justin Bieber and Hailey Baldwin: A Timeline of Their Relationship September

UPROXX

BRIDES (UVPM: 860,210): Best Honeymoon Hotels in South Carolina

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(UVPM: 919,658): Stay At These 6 Hotels To Get Fit (& Then Relax!) In Style On The Road

Blu on Story Highlights July 1 - September 30, 2022

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- Q1 Public Relations (Earned Media) Mentions 40 Impressions 195,100,404 Ad Value $184,472.54

are the

specific

Relations mentions for the quarter.

July 1 - September 30, 2022

FY23

Below

Bluffton

Public

Source: Critical Mention / BurrellsLuce / Weber Shandwick

FY23 - Q1 Ribbon Cuttings

July 1 - September 30, 2022

The Hilton Head Island-Bluffton Chamber of Commerce promoted and supported one ribbon cutting for this quarter with a local business chamber member: Consolidated Planning.

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Consolidated Planning

FY23 - Q1 Events

For FY23 - Q1 timeframe, our organization’s events included:

• BEP Committee Meeting

• Biscuits + Benefits

• Chamber Champion Reception

• Chamber Young Professionals

• Conversation + Cocktails

• Executive Connection

• Public Policy

• Power Hour Tele Town Hall

• Jr. Leadership and Leadership

• Regional Business Council

• Ribbon Cuttings

• SC Chamber Grassroots Meeting

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Events Held 20 Participation in Events by Chamber Members 865 July 1 - September 30, 2022

- Q1 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

$ 5,000 $ 2,500 $ 11,400 $ 1,042 $ 4,335 $ 11,532 $ 13,363 $ 1,285

$ 203,762$ 203,762 $ 45,456 $ 37,898 $ 2,653 $ 1,895 $ 3,758 $ 7,129 $ 3,720 $ 57,053 $ 102,509 $ 101,253

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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

FY23

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.