TOWN OF BLUFFTON INDUSTRY METRICS
FY23 - Q2 Update
FY23 - Q2 Performance Metrics & Update
October 1 - December 31, 2022
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 – Q2.
Town of Bluffton Marketing Plans, Reports, and Presentations
• On the fifth day of each month, our team submits a monthly report to the town staff.
• Submitted the Town of Bluffton FY23 - Q1 report to town staff.
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 October 1 - December 31, 2022, the Bluffton video series has received 1,948 views.
Views
1,948
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Dedicated Official Bluffton Vacation Planner
October 1- December 31, 2022
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 official vacation planner.
Mail Fulfillment and Distribution
Official Bluffton Vacation Planner: 3,900
Official Regional Vacation Planner: 6,696
Research
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. We will receive both the Bluffton Economic Impact and Visitor Profile Study at the beginning of 2023.
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FY23 - Q2 Bluffton Website Performance
October 1 - December 31, 2022 -23.66%
46,999
Referrals/Click
10,266
The decrease in sessions and partner referrals can be directly attributed to the success of the 2021 Bluffton Arts & Seafood Festival promotions, and increased organic interest in the event. In November and December 2022, we outperformed 2021 in both sessions and partner referrals.
Throughs Made to Area Business
Website Sessions
Website Visits
-7.31%
FY23 - Q2 Destination Social Report
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+2.23% YOY Facebook Page Likes 30,534 -39% YOY Facebook Engagements 60,933 +4.15% YOY +0.62% YOY Instagram Followers 8,230 Twitter Followers 651 +27.5% YOY Instagram Engagements 12,573 +11.6% YOY Twitter Engagements 106 October 1 - December 31, 2022
Facebook Instagram Twitter TikTok
In November 2022, we integrated TikTok into our social strategy with the launch of Explore_BlufftonSC.
FY23 - Q2 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 October 1 - December 31, 2022.
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OCC: Occupancy Rates October 67% -6% YOY November 58% -11% YOY December 49% -12% YOY ADR: Average Daily Rate October $297 1% YOY November $310 -4% YOY December $264 -22% YOY RevPAR: Revenue per Available Room October $200 -5% YOY November $182 -15% YOY December $130 -32% YOY FY23-Q2 saw a lighter volume of traffic than FY22-Q2. Due to the availability of other locations opening, potential visitors were given more options when considering travel. Lower occupancy, combined with lower hotel ADR, resulted in a decrease in RevPar.
Smith Travel Research, Monthly Trend Report October 1- December 31, 2022
Source:
FY23 - Q2 Events
October 1 - December 31, 2022
For FY23 - Q2 time frame, our organization’s events included:
• Bluff ton Regional Business Council
• J r. Leadership - Communication & Etiquette
• Leadership Class Day
• R ibbon Cuttings
• Sp arkles & Spirits
Events Held 8 Participation in Events by Chamber Members
375
FY23 - Q2 Public Relations (Earned Media)
October 1 - December 31, 2022
Below are the Bluffton specific Public Relations mentions for the quarter.
Mentions 26 Impressions
129,487,579 Ad Value $46,733.66
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Source: Critical Mention / BurrellsLuce / Weber Shandwick
FY23 - Q2 Public Relations (Earned Media)
Bluffton Story Highlights October 1 - December 31, 2022
October
Forbes (UVPM: 24,220,000):
26 Top Places To Celebrate Thanksgiving
USA TODAY 10Best (UVPM:383,291):
These are the best craft spirits, mixers and distilleries of 2022
Atlanta Magazine (UVPM: 154,042):
Lowcountry Flavor: Take a seat at the elegant River House
November Town & Country (UVPM: 2,088,687):
The Best Places to Travel for Christmas
Southern Living (UVPM: 1,944,926):
10 Winter Spa Retreats in the South Where Doing Nothing Is Everything
December
Only in Your State (UVPM: 2,141,175):
The Charming Small Town In South Carolina That Is Home To The World’s Largest Boiled
Peanut
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FY23 - Q2 Ribbon Cuttings
October 1 - December 31, 2022
The Hilton Head Island-Bluffton Chamber of Commerce promoted and supported 2 ribbon cuttings for this quarter with two local business chamber members: Cassandra’s Kitchen and Right at Home.
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Cassandra’s Kitchen
Right at Home
FY23 - Q2 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.
$
$ 183,791 $ 123,893
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5,000
2,239
4,006
2,861
5,674
10,765
5,618
$ 10,000 $
$ 29,400 $
$ 8,670 $ 23,064 $ 27,550 $ 1,717 $ 307,684$ 307,684 $ 97,640 $ 57,227 $
$
$
$
$
86,152
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
MEGAN GOHEEN
Visual Communications Coordinator mgoheen@hiltonheadisland.org
SHANNON LONGSHORE
Visual Content Coordinator slongshore@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
KAYLA BOYTER
Director of Marketing kboyter@hiltonheadisland.org
SETH RICHARDSON
Director of Sales & Partnership Management srichardson@hiltonheadisland.org
ZACK SHEDD
Multimedia Sales Manager zshedd@hiltonheadisland.org
ROBIN BRIDGERS Group Sales Coordinator rbridgers@hiltonheadisland.org
CRISTIAN SLATON
Research & Digital Marketing Coordinator cslaton@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
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VisitBluffton.org #LoveBlufftonSC
