TOWN OF BLUFFTON INDUSTRY METRICS
FY22 – Q3 Update
FY22 – Q3 Performance Metrics & Update January 1 - March 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 FY22 – Q3.
Town of Bluffton Marketing Plans and Presentations • 1/11/22 – Presented FY Q1 2021-2022 Quarterly Report to Town of Bluffton’s Town Council • 2/15/22 – Submitted FY Q2 2021-2022 Quarterly Report to Town of Bluffton • 3/17/22 – Submitted for RFP # 2022-35 to be considered as the official Designated Marketing Organization for Town of Bluffton • 3/31/22 – Printed and Submitted the FY 2022-2023 Town of Bluffton 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, 2022, the Bluffton video series received 444 views.
Views
444
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VisitBluffton.org
#LoveBlufftonSC
Dedicated Official Bluffton Vacation Planner January 1 - March 31, 2022
The 2022 Official Vacation Planner is the first touchpoint visitors receive when planning their visit to the Heart of the LowcountryTM. The new Bluffton Vacation Planner was delivered in Q3 with a quantity of 25,000 ordered. We receive requests for the piece from multiple platforms, online, media and home inquires. In addition, we also distribute the planner to state and local welcome centers, airports, along with tradeshows and promotional events.
Mail Fulfillment Official Bluffton Vacation Planner: 9,321 Official Hilton Head Island, Bluffton, Daufuskie Island Vacation Planner: 35,099
Research In FY22-Q3, the College of Charleston produced both an economic impact report and visitor profile study, for the Town of Bluffton.
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VisitBluffton.org
#LoveBlufftonSC
FY22 – Q3 Bluffton Website Performance January 1 - March 31, 2022
VisitBluffton.org has experienced growth in both website hits and referrals.
Website Hits
Website Visits
4
41,555
VisitBluffton.org
Referrals/Click Throughs Made to Area Business
11,436
#LoveBlufftonSC
FY22 – Q3 Ribbon Cuttings January 1 - March 31, 2022
The Hilton Head Island-Bluffton Chamber of Commerce promoted and supported three ribbon cuttings for this quarter with local business chamber members: Grind Coffee Roasters, Nectar Farm Kitchen, and X-Golf.
Grind Coffee Roasters
Nectar Farm Kitchen
X-Golf
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VisitBluffton.org
#LoveBlufftonSC
FY22 – Q3 Destination Metrics January 1 - March 31, 2022
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 Q3 from Smith Travel Research.
January
OCC: Occupancy Rates
63.9%
69.1%
13.2% YOY
25.4% YOY
5.4% YOY
$177.15 20.6% YOY
January
RevPAR: Revenue per Available Room
$86.24 36.5% YOY
February
$216.18 16.4% YOY
February
$138.21 46.0% YOY
Source: Smith Travel Research, Monthly Trend Report
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March
48.7%
January
ADR: Average Daily Rate
February
VisitBluffton.org
#LoveBlufftonSC
March
$339.12 39.3% YOY
March
$234.46 31.8% YOY
FY22 – Q3 Destination Social Report January 1 - March 31, 2022
Facebook Page Likes
26,855
Facebook Engagements 63.9% YOY
Instagram Followers
6,831
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15.3% YOY
Instagram Engagements 70.7% YOY
Twitter Followers
634
80,776 12,678
17.4% YOY
Twitter Engagements 4.3% YOY
VisitBluffton.org
95
#LoveBlufftonSC
74.3% YOY
FY22 – Q3 Events January 1 - March 31, 2022
For FY22 - Q3 time frame, our organization’s events included Chamber Young Professionals, Committee Meetings, Conversation + Cocktails, Jr. Leadership, Leadership, Power Hour, and Ribbon Cuttings.
Participation in Events by Chamber Members
Events Held
727
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FY22 – Q3 Public Relations (Earned Media)
January 1 – March 31, 2022
Below are the Bluffton specific Public Relations mentions for the quarter.
Impressions
128,302,017
Ad Value
$74,308.96
Source: Critical Mention / BurrellesLuce / Weber Shandwick
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VisitBluffton.org
#LoveBlufftonSC
Placements:
35
FY22 – Q3 Public Relations (Earned Media) Bluffton Story Highlights January 1 – March 31, 2022
January Fatherly (UVPM: 1,025,021): The Non-Alcoholic Spirit Boom Is Here. These 7 Bottles Are Worth a Try Atlanta Journal-Constitution (UVPM: 3,055,867): Evolving opportunities keep retired Atlantans fit and on the go
February Only in Your State (UVPM: 2,141,175): You’d Never Know Some Of The Best Mexican Food In South Carolina Is Hiding Deep In Beaufort County Wedding Chicks (UVPM: 53,044): First They Met on a Dating App Then They Had A Plant-Inspired Wedding at Montage
March Us Weekly (UVPM: 2,238,756): Hailey Baldwin Gushes Over Her ‘Beautiful’ Life With Justin on His Birthday Southern Living (UVPM: 1,944,926): Why We Love this Lowcountry Farmhouse-and You Should Too
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VisitBluffton.org
#LoveBlufftonSC
FY22 – Q3 Budget Destination Marketing Organization
Revenues - Town of Bluffton DMO
$ 400,086
Town of Bluffton Special Grant - Special
-
Total Revenue
$ 287,497
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 - Other
$ 38,591 $ 704
Total direct marketing expenses
$ 119,326
Administrative (Based on 37% of revenues) Salaries Payroll taxes Employee benefits - 401K Employee benefits - Insurance Operations - Other Operations - Building Expense
$ 101,552 $ 7,240 $ 5,078 $ 10,384 $ 16,824 $ 6,954
$ 5,250 $ 11,250 $ 31,928 $ 288 $ 11,250 $ 20,065
Total administrative
$ 148,032
Total expenses
$ 267,357
Excess of revenues over expenses
$ 132,728
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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VisitBluffton.org
#LoveBlufftonSC
Meet Your Team Executive
Visitor & Convention Bureau
BILL M ILES President & CEO bmiles@hiltonheadisland.org
ARIANA PERNICE Vice President, Visitor & Convention Bureau apernice@hiltonheadisland.org
CONNIE KILLMAR Assistant to the President ckillmar@hiltonheadisland.org
KAYLA BOYTER Director of Marketing kboyter@hiltonheadisland.org
Communications
SETH RICHARDSON Director of Sales & Partnership Management srichardson@hiltonheadisland.org
CHARLIE CLARK Vice President, Communications cclark@hiltonheadisland.org
ZACK SHEDD Multimedia Sales Manager zshedd@hiltonheadisland.org
HALLIE MARTIN Communications Manager hmartin@hiltonheadisland.org
ROBIN BRIDGERS Group Sales Coordinator rbridgers@hiltonheadisland.org
LILLY STRICKLAND Visual Content Manager lstrickland@hiltonheadisland.org M EGAN GOHEEN Visual Communications Coordinator mgoheen@hiltonheadisland.org
Finance & Administration RAY DEAL Controller rdeal@hiltonheadisland.org
Information Specialist KATHY WININGS Information Specialist kwinings@hiltonheadisland.org LAURA HIGGINS Information Specialist lhiggins@hiltonheadisland.org
KELLY MCCALLISTER Assistant Controller kmccallister@hiltonheadisland.org
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CRISTIAN SLATON Research & Digital Marketing Coordinator cslaton@hiltonheadisland.org
VisitBluffton.org
LINDA LANIER Information Specialist llanier@hiltonheadisland.org
#LoveBlufftonSC
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VisitBluffton.org
#LoveBlufftonSC