This quarter, Destination Augusta focused on strengthening how we share our community’s story and connect it with those considering Augusta as a place to visit, meet, or do business. At the center of this work is a simple idea: Augusta stands out because of its people, partnerships, and authentic sense of place.

We introduced new tools — including the Augusta Experience Guide, refreshed website, digital visitor information kiosks, and a pocket map — to create a stronger first impression and make it easier for visitors to explore our city. These efforts are already making an impact, with Augusta & Co. welcoming more than 5,000 visitors this quarter alone.

Our work is most meaningful when it brings the community together. We hosted more than 150 partners and stakeholders at a launch event celebrating our new experience tools and collaborative initiatives like Bots on Broad, which encourages both residents and visitors to explore downtown while supporting local businesses and artists.

At the same time, we are expanding Augusta’s reach through targeted business development. Our Group Business Development team partnered with digital marketing agency Media One to build a sales strategy that generated more than 2,400 hotel room nights through qualifying high-potential leads and a digital marketing campaign. We are also building momentum in the group travel and motorcoach market, creating new opportunities to welcome visitors through curated, group-friendly experiences.

Beyond tourism, Film Augusta continues to position our city for growth in film and television production. By building relationships with industry leaders and showcasing Augusta’s capabilities, we are opening the door to new economic opportunities and increased visibility on a broader stage.

Together, these efforts are driving visitation, supporting local businesses, and reinforcing Augusta as a welcoming, vibrant community with a story worth sharing.

Destination Augusta launched the new Augusta Experience Guide, Vol. V and refreshed VisitAugusta.com as part of ongoing efforts to strengthen destination storytelling and improve how visitors discover Augusta. The Experience Guide serves as a key inspiration piece, highlighting local businesses, attractions, dining, arts, outdoor experiences, and the stories that make Augusta memorable. The website refresh complements the guide with a more user-friendly digital experience, including improved navigation and updated content that encourages exploration. Together, these tools create a stronger first impression of Augusta, increase access to visitor information, and help drive awareness, and engagement across the destination.

Destination Augusta hosted a launch event at Augusta & Co. to showcase new marketing assets, like the Experience Guide and updated website. Chief Marketing Officer Karen Lee Davis (shown speaking), along with Chief Strategy Officer / Executive VP Jennifer Bowen, walked community stakeholders through the new line-up that also includes a pocket map and mobile visitor information kiosks. Scroll down to learn more about the event in the Community Engagement section.

Atlanta Magazine highlighted Augusta in its America 250 coverage, showcasing the city’s historic roots and connection to the nation’s 250th anniversary. With 148K unique visits, the feature expanded Augusta’s reach to a strong regional audience while reinforcing the city as a meaningful destination for heritage travel and cultural exploration.

One of our top social media moments invited audiences to experience Augusta through the lens of influencers Lunden & Olivia Stallings and their 3-day itinerary in the Feel Good City. The Instagram post sparked strong interaction with 8,744 engagements, including 7,682 likes, 563 comments, 278 shares, and 221 saves. By prompting users to comment “Augusta,” a ManyChat automation delivered the full itinerary directly to their inbox, featuring partners like the Partridge Inn and Trellis Coffee Bar. This approach turned inspiration into action, guiding users from social discovery to on-site exploration.
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Bots on Broad is a free, year‑round public art trail that transforms downtown Augusta into a playful, self‑guided scavenger hunt. Launched in March, the experience was created by the Greater Augusta Arts Council in collaboration with local artist Leonard “Porkchop” Zimmerman and invites participants of all ages to explore Broad Street, support locally owned businesses, and engage with Augusta’s vibrant arts and culture scene.

Destination Augusta partnered with the Arts Council and the artist to expand the experience by adding a digital trail option, allowing participants to use their smartphones in place of a traditional paper passport. Destination Augusta also supported the project through tourism product development funding and is actively rolling out promotional efforts, including advertising, public relations, and digital billboards, to raise awareness among both locals and visitors.

This collaborative initiative enhances walkability, showcases public art, and encourages meaningful exploration of downtown Augusta—making Bots on Broad a valuable new experience for visitors and residents alike.

Learn more: https://www.visitaugusta.com/plan/experience-passes/bots-on-broad/

Getting around our area just got easier. Our new pocket map puts streets, landmarks, and local favorites right in your hand—making wayfinding simple for locals and visitors alike.

Destination Augusta hosted a community launch event at Augusta & Co. that brought together roughly 150 partners, residents, and stakeholders to celebrate local collaboration and momentum. Attendees had the opportunity to explore several new resources, including the Augusta Experience Guide, pocket map, refreshed website, informational kiosk, and Bots on Broad trail. While these tools support the visitor experience, the event itself served as a meaningful touchpoint for community engagement, partner connection, and shared storytelling.

A highlight of the evening was celebrating Bots on Broad, a partnership with the Greater Augusta Arts Council that encourages downtown exploration through art, local business participation, and interactive engagement.

This event helped to strengthen community awareness, create excitement around new ways to experience Augusta, and connected partners to tools that help promote the city.

Sarah Childers, Taylor Wood, and Ansley Guerrero attended the PACE Conference, focused on partnership and community engagement. The conference provided opportunities to connect with industry peers, exchange ideas, and explore strategies for strengthening community relationships. Insights gathered from the sessions will help inform future partnership development, community engagement efforts, and opportunities to support Augusta’s continued growth.

Augusta & Company welcomed more than 5,000 visitors through our doors, engaging a mix of leisure travelers, first-time visitors, art enthusiasts, and local residents. Guests stopped in to gather visitor information, purchase curated gifts for incoming golf guests, and check out everything our experience center has to offer. A variety of events—from retail partner pop-up shops and tastings to art gallery visits—kept things lively and drove strong foot traffic. Interest also picked up around our interactive kiosk, experience guides, maps, and new trail offerings.

In partnership with the Greater Augusta Arts Council, Augusta & Co. proudly showcased the Between the Banks Art Show and hosted a Meet-the-Artist reception that drew record attendance. The exhibition highlighted the Savannah River’s role in shaping the region’s landscapes and communities while celebrating the exceptional talent of Augusta’s local artists. Additional events such as the Love Augusta and Shop Around the Green pop-up shops boosted visitation and supported valued local retail partners, including Local Bird Co., Georgia Clay Company, Paws & Claws Bakery, Fruitland of Augusta, Light of Grace Candles, and Sweet Wildflour Bakery.

Augusta & Co. also welcomed three new retail partners—Nunn Barbeque, Commander Coffee and Popn' Off Gourmet Popcorn and Nuts—and added new GreenJackets merchandise to the mix as excitement builds for the upcoming baseball season.

The Augusta & Co. Experts took part in a training session to get ready for incoming golf guests, support Bots on Broad, learn about new visitor information resources, and keep sharpening their customer service skills. The session also included a stroll through Downtown, with stops at new local favorites like Popn' Off Gourmet Popcorn and Nuts, Commander Coffee, and Emil’s.

Destination Augusta’s Group Business Development team worked with Media One on a focused outreach effort designed to bring more group events and visitors to the area. Together, they took a closer look at a list of 400 potential organizations and cleaned up the data to make sure contact information was accurate and useful. They then narrowed the list to focus on the groups most likely to book events in Augusta, based on factors like event needs and timing.

While Media One concentrated on identifying and reaching out to these high-potential groups, the Group Business Development team focused on closing deals that were already in progress. This coordinated effort made the overall process more efficient and effective.

As a result, the initiative generated 2,410 hotel room nights—meaning more visitors stayed in local hotels—while delivering a strong return on investment. In addition to these immediate results, the effort is expected to continue producing economic benefits through future bookings that are still in development.

Media One also shared these results and insights with Augusta’s hotel partners during a recent Director of Sales Lunch & Learn, helping to strengthen collaboration and highlight what’s working in attracting group business to the destination.

Members of the Destination Augusta Team represented our city at the Religious Conference Management Association (RCMA) trade show Emerge 2026, in Lexington, Kentucky. Our mission was to connect with faith-based meeting planners and industry partners. Our Feel Good City booth was a fun and welcoming place to share what makes Augusta such a memorable destination for meetings and events. From meaningful conversations to new connections, the event provided valuable opportunities to showcase Augusta’s unique experiences and Southern hospitality. 

Kayla Jefferson represented Destination Augusta at her first American Bus Association Marketplace in Reno, Nevada, marking an important milestone in her growth within the motorcoach and group travel market. During the event, she completed 32 one-on-one appointments with bus operators, tour operators, educational travel planners, faith-based groups, specialty planners, and international experience platforms.

These conversations provided valuable insight into what planners need when selecting group-friendly destinations, while also creating opportunities to position Augusta as a welcoming, accessible, and experience-rich city for motorcoach travel. Kayla highlighted Augusta’s culture, curated itinerary options, and strong local support for groups.

ABA reinforced the importance of relationship-building in the motorcoach industry and helped generate meaningful new connections, stronger industry knowledge, and qualified leads for future business.

Welcoming the first motorcoach of the year into Augusta marked a strong start for continued growth in the group travel market. The arrival reflects ongoing efforts to position Augusta as a welcoming, easy-to-navigate destination for groups, supported by curated experiences, strong local partnerships, and thoughtful visitor servicing.

Each motorcoach visit creates an opportunity to build relationships, showcase Augusta’s unique experiences, and leave a lasting impression on travelers. This first arrival set a positive tone for the year ahead and reinforced the momentum behind Augusta’s group travel efforts.

Film Augusta contractor Russ Gladden attended the Association of Film Commissioners International (AFCI) Studio Summit in mid-March to strengthen Augusta’s industry relationships and gather current market insight that will directly inform future production outreach and strategy.

The Summit reinforced that while incentives remain important, productions increasingly choose locations based on workforce depth, clear communication, dependable local coordination, and confidence in execution. Discussions highlighted growing interest in cost-conscious markets beyond major production hubs across scripted, non-scripted, branded, and emerging formats—an opportunity well suited to Augusta’s scale and positioning.

Russ built meaningful connections with decision-makers and producers from companies including Netflix, CBS/Skydance, FilmNation, and the independent production sector. These relationships expand Augusta’s visibility with the people who influence where projects are developed, staffed, financed, and ultimately filmed, creating opportunities for follow-up conversations, familiarization visits, and future production consideration.

Film Augusta contractor Russ Gladden attended the Sundance Film Festival this winter to strengthen relationships with filmmakers and producers and position Augusta as a potential location for future projects. Film Augusta partnered with Georgia Entertainment during their event activation, with a visible presence that helped spark conversations and reinforce Augusta’s film‑friendly reputation. These interactions allowed Russ to connect directly with creatives shaping upcoming independent projects. Pictured here, Russ is shown with filmmaker and Sundance alumnus Jim Cummings on Main Street in Park City, where informal conversations and relationship‑building helped extend Augusta’s reach within the independent film community and keep the city top of mind as productions plan what comes next.

As of March 31, 2026, total current assets equaled $7,159,692.68 of which $799,975.47 are unrestricted and $6,359,717.21 are restricted for tourism grants, the adventure center, and wayfinding, or board designated. Liabilities equal $1,339,870.98 of which $76,723.83 are payables, $1,101.17 are payroll liabilities and accrued interest, and $39,885.03 are the deferred rent revenue, note on 1010 Broad Street, and Federal Disaster loan.