As we move through 2025, Destination Augusta continues to build meaningful momentum—powered by creativity, collaboration, and a shared passion for telling Augusta’s story in new and inspiring ways.

This quarter showcased what makes our community so special: innovation that feels authentic, partnerships that spark possibility, and a collective drive to create experiences that leave a lasting impression.

Our Marketing Team exemplified that spirit with standout achievements. Augusta’s cover feature in Good Grit magazine captured national attention and beautifully showcased our city’s natural and cultural appeal. Meanwhile, our yearlong influencer partnership with Kerry Murphy (@mainstreet.backroads) continues to amplify the “real” Augusta—our neighborhoods, our hidden gems, and our people—to audiences across the country.

Momentum is also building for The Forge Augusta, our forthcoming outdoor urban adventure center. This quarter brought visible progress, with materials arriving and construction preparations well underway. Each delivery takes us one step closer to an experience that will redefine outdoor recreation along our riverfront.

Our work to celebrate and empower local businesses also reached new heights. The launch of the Bold Black-Owned Business Pass brought together entrepreneurs and partners in a moment of community pride, while our Community Engagement Team deepened relationships through hands-on partner training and new tools that make collaboration easier than ever.

Inside Augusta & Co., energy and excitement continued to grow—through artist showcases and live music sessions, local vendor partnerships, and a 26% year-over-year increase in retail sales. From the Arts in the Heart Festival to IRONMAN, our team helped residents and visitors experience Augusta’s creativity and hospitality firsthand.

Across our Group Business Development and Group Experiences teams, relationship-building remained front and center. New leads, successful site visits, and expanding motorcoach partnerships are positioning Augusta as a must-visit destination for meetings, conventions, and group travel. And during IRONMAN, our new Come See Augusta welcome experience extended Southern hospitality to thousands of visitors.

Finally, Film Augusta continues to expand its reach with new industry partnerships and enhanced local support—ensuring filmmakers see Augusta as both a creative canvas and a welcoming community.

Every success in this report reflects the dedication of our team, our partners, and the countless individuals who believe in Augusta’s potential. Together, we are not just promoting a destination—we’re shaping how people experience and remember it.

Thank you for being part of that journey. The future looks bright, bold, and full of promise.

Innovation continues to drive the Destination Augusta Marketing Team as we expand and evolve our influencer program. This year marked a major milestone—our first long-term influencer partnership. We contracted with Atlanta-based content creator Kerry Murphy, known to her nearly 200K followers as @mainstreet.backroads, for a full year of engagement focused on sharing authentic Augusta experiences.

Kerry’s niche—discovering hidden gems within a three-hour drive from Atlanta—aligns perfectly with our goal of positioning Augusta as an accessible and adventure-filled destination. Her content has resonated widely, with several posts going viral and sparking conversations far beyond our region. One standout feature on Reuben’s Department Store even caught the attention of a Stranger Things wardrobe designer, underscoring the cultural reach and creative potential of local stories.

Throughout her partnership, Kerry has captured Augusta’s multifaceted appeal—from The Masters and thrifting finds to evenings at The Fox’s Lair and the spooky charm of The Partridge Inn. Her storytelling showcases Augusta’s character and community with authenticity and warmth, inspiring new audiences to explore the city beyond its well-known landmarks.

By investing in yearlong influencer collaborations, Destination Augusta continues to strengthen our brand presence and drive meaningful engagement through fresh, creative perspectives. Kerry’s success is just one example of how strategic partnerships can bring Augusta’s story to life in ways that are both innovative and deeply genuine.

Augusta took center stage in the Summer 2025 issue of Good Grit, the Southern travel magazine that inspires modern explorers. The issue featured Augusta on the cover, a strategically placed ad, and in-depth stories highlighting Downtown’s must-see spots and the Phinizy Swamp & Nature Park. Beyond print, the Destination Augusta Marketing Team hosted Good Grit for a content-gathering visit, capturing digital stories and social media features that extend Augusta’s reach online. A special thanks to our creative partners—Wier / Stewart and Pineapple Public Relations—for helping bring Augusta’s adventure-ready spirit to life.

Our most engaging post of Q3 spotlighted local partners The Foodie Trot and The Brunch House as part of our Feel Good City Expert series. Sharing insider foodie favorites and local flavor, the post earned more than 1,500 engagements on Facebook—proof that audiences love discovering Augusta through the voices of those who know it best.

Click here to view the post on Facebook.

Momentum continues to build for The Forge Augusta, the city’s future outdoor urban adventure center. This summer marked a major milestone as materials for the project began arriving, signaling that construction is getting closer. A staging area has been established near 5th Street and the Freedom Bridge to organize and prepare components for the X Tower and outdoor challenge course.

In September, massive steel beams and connectors—some destined for the eight-story climbing tower and zipline—arrived and were stored in the nearby Depot parking lot. With permitting progressing smoothly, construction is expected to begin before the end of the year.

The Forge represents a bold step forward in outdoor recreation and community engagement, transforming a riverside space into an immersive experience for adventure seekers of all ages. Each delivery brings us one step closer to seeing this dynamic vision take shape—and to welcoming residents and visitors to experience Augusta in a whole new way.

In August, Destination Augusta celebrated the launch of the Bold Black-Owned Business Pass at Studio Neighborhood Bar. The event brought together partners and entrepreneurs featured in the pass for an afternoon of connection and community pride. The digital pass highlights Augusta’s Black-owned restaurants, shops, and experiences—inviting locals and visitors to explore, support, and celebrate the creative spirit that defines our city.

Sign up for the Bold Black-Owned Business Pass today!

This quarter, Destination Augusta’s Community Engagement team focused on strengthening connections with local tourism partners through hands-on training and in-person outreach. Community Engagement Manager Taylor Wood launched an ongoing initiative to meet with partners across the city, sharing how they can grow their business by leveraging Destination Augusta’s resources.

During these visits, Taylor introduced the Destination Augusta Partner Menu, a practical guide outlining the many ways businesses can collaborate with Destination Augusta—from marketing and promotional support to networking events and educational sessions. By utilizing these resources, partners can elevate their visibility and strengthen their role in Augusta’s thriving tourism industry.

Recognizing that learning happens best through experience, the team also hosted a Partner Portal Training for Augusta’s Tourism Experience partners. This session walked partners through tools available in the Partner Portal, empowering them to update listings, access resources, and stay connected to Destination Augusta initiatives that drive visitation and visibility.

After completing their volunteer training, our new Hype Team members jumped right in—supporting events like Augusta Beerfest, Arts in the Heart, and IRONMAN. Their enthusiasm and local pride help visitors discover Augusta’s restaurants, shops, and experiences while adding extra energy and hospitality to every event they touch.

This quarter, Augusta & Co. played an active role in celebrating community and connection across the city. From Beerfest and Camp Soul City to Arts in the Heart and IRONMAN 70.3, the team supported major events through social media coverage, giveaways, and on-site hospitality. Visitors and locals alike were greeted by our experts, who shared Augusta information, led children’s activities, and hosted pop-up shops featuring local artisans and merchants.

Featured vendors included Stuckey’s Pecans, Chloe Louise Couture Pet Accessories, Baby Doll’s Sweet Pecans, Savannah River Brewing Company, and Black Girl Boba—each showcasing the creativity and flavor that define Augusta’s maker community.

Inside Augusta & Co., the rotating gallery spotlighted the Arts in the Heart Festival through People, a vibrant exhibition by local artist Rhian Swain, celebrating individuality and Augusta’s diverse landmarks. Festival excitement also filled the storefront, where displays and badge sales encouraged attendance and amplified the spirit of this signature local event.

Augusta & Co. saw a 26% increase in gross sales over Q3 of last year—a clear sign that more visitors are connecting with local goods and experiences. Apparel emerged as the top seller, reflecting visitors’ desire to commemorate their time in Augusta and locals’ growing pride in representing their hometown.

Late summer and early fall brought strong momentum for Destination Augusta’s Group Business Development team. In August, the team traveled to Palm Beach Gardens for Destination Southeast and to Buffalo for Small Market Meetings, connecting with planners and building relationships that generated six new, high-quality leads.

Back home, they turned those connections into hands-on experiences. Taylor and Kayla hosted planners from the Georgia Municipal Association for a downtown tour and dining showcase as the group prepares for its 2026 conference. Iman guided a personalized visit for Phi Beta Sigma’s Clark Lucky, helping him imagine how Augusta could bring his upcoming event to life.

Later in the quarter, the team welcomed planners from the International Association of Medical Science Educators to explore the S.P.E.A.R. Center at the Medical College of Georgia as a potential off-site venue for their 2026 conference. Through every trip and site visit, Group Business Development continues to open doors, foster relationships, and position Augusta as a premier meetings destination.

During Augusta’s largest convention, TechNet, the Group Business Development team rolled up their sleeves to serve as on-site volunteers and assist with transportation between venues.

The Group Experiences team accelerated its momentum in Q3, focusing on expanding Augusta’s visibility in the motorcoach and group travel market. Group Experiences Coordinator Kayla Jefferson hit the road this summer to connect with new audiences and promote Augusta’s story to planners across the Southeast.

At the Regional Meeting of the Georgia Motorcoach Operators Association and its partner associations, Kayla met one-on-one with 15 operators, participated in two marketplace sessions, and identified 10 promising new prospects. Soon after, she represented Augusta at the Student & Youth Travel Association (SYTA) Annual Conference in Savannah, where she introduced planners to the city’s outdoor adventures and cultural learning experiences—perfect for student and youth travel groups.

These relationships are already showing results. In November, Augusta will welcome the first motorcoach group secured through these efforts, marking a meaningful step forward in positioning the city as a must-visit stop for group and motorcoach travel.

During Augusta’s IRONMAN 70.3 event, the Group Experiences team unveiled the new Come See Augusta welcome table, signage, and digital kiosk—creating a vibrant first impression for visiting athletes and their families. Staff and Hype Team members greeted guests, shared insider tips, and distributed buttons and tent cards with QR codes linking to a custom IRONMAN 70.3 Augusta welcome page. The effort extended Augusta’s hospitality beyond the racecourse, inspiring exploration and connecting visitors to the heart of the city.

Film Augusta welcomed an exciting new collaboration this quarter, engaging with contractor Russ Gladden to support key projects and strengthen industry connections. A native Augustan now based in Atlanta, Russ began his film career in 2019 and quickly established himself as a skilled locations scout.

His portfolio includes several productions filmed in Augusta as well as major titles such as True Lies, Ms. Marvel, and She-Hulk: Attorney at Law. A member of the Locations Management Guild International, Russ brings valuable experience and relationships within Georgia’s film community that will help elevate Augusta’s visibility in the industry.

Working with Film Augusta as needed, Russ will assist active productions while they’re filming in Augusta, enhance our locations library and CRM database, and represent our destination at key industry events in Atlanta.

This partnership expands Film Augusta’s capacity to serve filmmakers and position the city as a welcoming, film-friendly location with a strong network of local expertise.

Augusta’s own Russ Gladden is lending his industry expertise to Film Augusta, combining local roots with big-screen experience to support future productions. Check out more info on Russ on his IMDB page.

As of September 30, 2025, total current assets equaled $4,598,834.29 of which $252,228.18 are unrestricted and $4,346,606.11 are restricted for tourism grants, the adventure center, and wayfinding, or board designated. Liabilities equal $1,386,965.97 of which $57,140.94 are payables, $5,063.42 are payroll liabilities and accrued interest, and $1,222,283.51 are the deferred rent revenue, note on 1010 Broad Street, and Federal Disaster loan.