Destination Augusta continues to amplify our city’s story through authentic experiences, strategic collaboration, and impactful marketing.

This quarter, our earned media efforts generated over 592,000 impressions with a publicity value exceeding $60 million — a clear signal that Augusta is resonating well beyond our borders. A standout highlight was Augusta’s feature in Southern Living, showcasing our culture, cuisine, and community in a way that invites visitors to experience more than just our golf legacy.

Our Juneteenth campaign also made waves, organically reaching over 68,000 viewers and engaging hundreds through timely, community-centered storytelling. This type of genuine content strengthens our city’s voice in the digital space while celebrating the richness of our cultural events.

Behind the scenes, our Group Business and Group Experience teams continued driving meaningful results. Q2 welcomed over 15,000 group attendees and actualized 15 conferences generating millions of dollars in economic impact. From Ingress Mission Day to motorcoach travel and conference activity, Augusta proved once again that we are a premier destination for gathering, connection, and celebration.

At Augusta & Co., we brought summer to life through live music, local makers, and new training that equips our front-line ambassadors to deliver exceptional service. We also celebrated the best of our hospitality industry by honoring those who consistently go above and beyond for our visitors.

Finally, Augusta’s presence in the film industry continues to grow, with a major studio production wrapping in June. Our city’s charm and accessibility make it an ideal canvas for storytellers across industries.

None of this would be possible without your support and partnership. Together, we are shaping a future where Augusta shines as a vibrant, welcoming, and unforgettable destination.

When someone talks about Augusta in a travel article, tags us in a glowing social post, or includes our city in a “Top 10” list — that’s earned media. It's not something we paid for, but it doesn't happen by accident. These moments are the result of strategic efforts by Destination Augusta’s marketing team to build relationships, pitch compelling stories, and position Augusta as a must-visit destination.

While we invest in advertising to reach targeted audiences, earned media brings something money can’t buy: third-party credibility. When journalists, influencers, or happy visitors share their positive experiences, it resonates more deeply with potential travelers. It’s trusted. It’s authentic. And it’s powerful.

Our recent public relations efforts generated over 592,000 impressions and a publicity value exceeding $60 million — that’s earned media in action. It’s proof that our work is making an impact, raising Augusta’s profile on a national stage.

Earned media is just one part of our broader strategy. When combined with our website content, social media presence, and paid advertising, it creates a well-rounded approach that puts Augusta front and center in the minds of travelers. And that’s how we keep our destination top of mind — and top of list.

The Southern Living article “Going Beyond the Green” offers readers a vibrant look at Augusta, Georgia, beyond its famous fairways. Published in the April 2025 issue, the feature explores the city's charm through the lens of culture, food, and history. It highlights the story of The Black Caddies of Augusta, adding depth and heritage to Augusta’s golf legacy. Readers are invited to explore Pendleton King Park, stroll the Augusta Riverwalk, and dine at local favorites like Boll Weevil, Frog Hollow Tavern, and Trellis Coffee Bar. The article also spotlights the natural beauty of Phinizy Swamp and the history-rich Augusta Canal. Through stunning photography and engaging storytelling, Southern Living captures how Augusta blends Southern hospitality with authentic local flavor — making it a destination worth discovering, even beyond Masters Week.

A reel celebrating Juneteenth in Augusta topped our Q2 video performance with 68,255 organic views and 800 total engagements — an impressive result achieved with no paid support or influencer partnerships. Paired with a Manychat automation that directed users to our blog on Black-owned businesses, this post showcased the power of timely, relevant, and community-driven content. 

Juneteenth Festival in Augusta (click here to view reel)

Our team members, Taylor Wood and Sarah Childers, had a great time representing Destination Augusta at the annual Juneteenth Augusta Festival at the Augusta Fairgrounds! As proud tourism grant sponsors of this meaningful celebration, we set up a booth to share all the incredible things to see and do in our city, including two new digital trails: the Augusta’s Black History paid digital pass and the Bold Black-Owned Business digital pass.

We’re honored to support this event and what it stands for and we look forward to continuing to welcome visitors to Augusta to celebrate freedom, culture, and community.

What happens when you gather creative minds, passionate entrepreneurs, and tourism pros in one room? You spark the kind of energy that elevates a destination.

In April, Destination Augusta hosted a Tourism Experience Partner Meeting, bringing together 11 local attractions and experience providers for a hands-on workshop and networking session. The goal: to inspire collaboration and craft visitor experiences that engage all five senses. Partners explored how to transform everyday offerings into extraordinary moments — the kind that guests remember, rave about, and share.

The session was a reminder that when we work together, Augusta becomes more than a stop on the map — it becomes a story worth telling.

In June, we launched a new initiative: Tourism Partner Premiere Events. These gatherings spotlight standout local tourism businesses, and our first featured Fifth and Fire — a dynamic triple threat offering exceptional dining, event catering, and outdoor rental experiences. The evening was filled with great food, authentic conversation, and meaningful connection — the kind of setting where partnerships grow.

Looking ahead, we're planning an online Partner Portal workshop, a celebration of our Bold Black-Owned Business digital pass, and a ribbon cutting for an exciting new tourism business at our next Premiere event.

We’re grateful for the strength of Augusta’s hospitality community — and excited to keep building together.

This quarter, we put the spotlight on the people and places that make Augusta a welcoming destination. Our team visited local hotels to recognize Masters of Hospitality nominees — standout individuals who consistently go the extra mile for guests. Each year, we host a celebration of these nominees and award individual winners in three categories:

This year’s celebration was held at Miami Vybz and catered by Brunch House of Augusta, bringing together our hospitality community for an evening of connection, appreciation, and well-deserved recognition.

We’ve been celebrating the sunshine at Augusta & Co. with good music, tasty drinks, and all things local!

In May, we hosted our first Live Music offering of 2025 with smooth jazz from the super talented AE the Cool. Folks stopped by and stayed a while also enjoying Good Googly Moogly, Augusta’s new local brew.

In June, Augusta & Co. showcased some genre hopping guitar tunes from our local favorite Matt Dahlheimer. We offered summer refreshment with Arnold Palmers made with Fruitland Peach Vodka as well as Vodkaritas by Durty Girl.

Augusta & Co. also hosted a Summer Makers Market, where guests could snack on frozen treats from Augusta Popsicle Company, grab some sweets from Bubba’s Fudge, check out handcrafted soaps from Trevathan Goat Soap, and browse jewelry from Linxs by Drea.

Inside our gallery, visitors explored Augusta Intertwined, a cool fabric-focused art show that spotlighted local artists and celebrated Augusta’s rich textile history.

In June, we hosted a Trails & Passes training for our Augusta & Co. Experts to help them feel confident sharing this new way to navigate experiences. Using our new touch screens, the team practiced accessing the passes, following the trails on their smart phones, and redeeming rewards for participants as they earn prizes.

Our Experts also explored two exciting new spots — Fifth and Fire and Ready Player One — so they’re ready to recommend these new venues to visitors and locals!

During Q2 of 2025, the Group Business Development team maintained strong momentum, successfully actualizing 15 conferences throughout the quarter. Thanks to the dedicated efforts of Taylor Brown and Iman Fahmy, these events generated an estimated $4,427,665 in direct visitor spending — making a significant impact on Augusta’s local economy.

The team hosted nine planners during Masters Week, representing a mix of prospective, booked, and returning business. These visits continue to nurture valuable relationships and keep Augusta’s charm and offerings top of mind for future meetings.

The team also organized a successful Spring Hotel Directors of Sales Meeting, in partnership with our Destination Engagement team. This event provided attendees with valuable updates and resources to enhance the overall visitor experience and ensure alignment across the hospitality community.

A standout success this quarter was Ingress Mission Day, a new international event brought in by Taylor Brown. This immersive, citywide experience welcomed 90 attendees for a weekend of exploration in Augusta. The planner praised the event, stating: “I can't thank you and the team enough for making this one of the best events any of our guests have ever been to! They all loved Augusta and want to come back and explore more!”

This quarter's achievements reflect the team’s collaborative spirit and ongoing commitment to promoting Augusta as a premier destination for meetings and events.

During Masters Week, Destination Augusta hosted nine planners to showcase the city’s hospitality, meeting spaces, and charm — strengthening relationships and inspiring future group travel to Augusta.

When meeting and motorcoach groups choose Augusta, they’re not just booking a destination—they’re stepping into a community that shows up with pride and purpose. Leading the charge to welcome these travelers is our Group Services Coordinator, Kayla Jefferson.

This quarter, Kayla provided hands-on support for the Primary Wave James Brown Estate event, Ingress Mission Day 2025, and the Georgia Visitor Information Centers Managers meeting. Her on-site presence ensured each planner had the resources and local recommendations needed to make the most of their time in Augusta’s River Region.

Beyond servicing, Kayla is actively working to grow Augusta’s group travel market and strengthen industry relationships. During Masters Week 2025, she hosted Kaleidoscope Adventures, a nationally recognized tour operator specializing in customized student and youth travel. The site visit highlighted how Augusta’s attractions, events, and cultural landmarks align with their client needs.

Kayla also connected with 24 new motorcoach companies, laying the groundwork for future group visits and boosting awareness of Augusta as a top-tier destination. At the African American Motorcoach Travel Conference, she met with over 35 tour operators during scheduled appointments—sharing updated materials and reinforcing Augusta’s reputation for group-friendly experiences and authentic Southern hospitality.

Following a connection made at the African American Travel Conference, Destination Augusta welcomed a guest from Tallahassee, Florida, during the BMAC Juneteenth event. Her visit showcased the success of outreach efforts to grow Augusta’s motorcoach and group travel market. During her time in the city, she experienced Augusta’s rich cultural celebrations and warm hospitality firsthand. This visit reflects how face-to-face connections and intentional follow-up can turn interest into real visitation. Opportunities like this continue to strengthen Augusta’s presence in the group travel space and highlight the city’s appeal as a welcoming and culturally rich destination.

Look for a familiar Augusta place on the small screen this fall, as a local hospital was featured as a key location for filming in June. While details have to be kept confidential until the episode airs, Film Augusta was happy to coordinate filming efforts with this studio production. Preproduction, filming days, and post-production needs kept the film crew in Augusta for about two weeks. Location managers told Film Augusta staff the location was excellent for their needs and they'd like to come back. Stay tuned to Film Augusta social channels around October for a reveal of the show and episode that was filmed in Augusta. 

Film Augusta hosted an executive from Hallmark and a content producer for the Hallmark Channel as guests for Masters. From left to right, Michael Goldstein with Basset Hound Distribution;  Jennifer Bowen, Film Augusta; Jimmy Holcomb with Hallmark Media; Sarah Childers, Film Augusta. As part of their familiarization tour of Augusta as a production center, Michael and Jimmy saw parts of the Augusta Canal, visited with local industry partners, and took in downtown. A potential storyline was quickly identified, and if it turns into a script, Augusta has a good chance of being where the film is made.

As of June 30, 2025, total current assets equaled $5,095,114.71 of which $1,084,820.33 are unrestricted and $4,010,294.38 are restricted for tourism grants, the adventure center, and wayfinding, festivals and events, or board designated. Liabilities equal $1,378,677.86 of which $13,576.79 are payables, $39,391.79 are payroll liabilities and accrued interest, and $1,378,677.86 are the deferred rent revenue, note on 1010 Broad Street, and Federal Disaster loan.