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Business Beyond Usual
This letter is always the last thing that is written for our quarterly reports. I have the advantage of reading through the various updates, news, and metrics, and be reminded of the team’s wonderful work over the last few months.
Truth is, each of these articles and entries are the culmination of several months, even years, of work. Each event has been thoughtfully planned. Each relationship has been carefully stewarded. Each success is hard earned. Each story is just one more chapter in the ongoing story of Destination Augusta.
Sometimes we get caught in the everyday tasks — the “business as usual” aspects of our work. However, in reflection, we are committed to doing business beyond the usual. Our business plan charges us to be innovative and leaders among our peers. This team has embraced those charges, and the results are amazing. Of course, it’s only possible with the support and guidance from all of you — our partners.
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Marketing and Community Collaboration
Community events are not only a fantastic way to foster connection and collaboration with our tourism partners and attraction owner/operators, they’re also a great way to educate locals about our purpose and mission. This spring, we participated as a sponsor of Augusta Beerfest and hosted some of our tourism partners at Experience Augusta Night at a Greenjackets game. Both were opportunities to build local awareness of Augusta as a destination.
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Engaging our Chamber Partners in Tourism Marketing
Congratulations to Destination Augusta Communications Manager Rachel Wilkerson on earning her Tourism Marketing Professional (TMP) certification. Part of the culmination of the three-year program included a presentation to several small business chamber members on tourism marketing best practices. Way to go, Rachel (joined by team member Cassidy Veach) in sharing your expertise to help our partners grow!
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NEW Augusta Experience Guide in Circulation!
This year’s edition of the Augusta Experience Guide is a new, compact and portable size — but it’s still chockful of information about the endless ways to enjoy our city. Find printed copies at Augusta & Co., in visitor centers and dozens of locations across the state. Or read a digital version on our website VisitAugusta.com.
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MSN
Here's Why Augusta, Georgia is Worth Visiting Even Beyond the Golf Course
- Viewership: 596,300,000
- Ad Value: $5,515,775
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Billboard Magazine
Inside James Brown's House: Can It Become the Next Graceland?
- Viewership: 17,000,000
- Ad Value: $157,250
MSN
15 Breathtakingly Beautiful Places to Visit in the South You Can't Miss!
- Viewership: 601,200,000
Ad Value: $5,561,100
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The Forge Site Visit
Augusta will soon add to its outdoor adventure activities with the addition of a new outdoor urban adventure located on the Riverwalk to include ziplining, ropes courses, rock-wall climbing, and even cool new donut boats to get onto the water. As the project managers for the City of Augusta charged with creating this new asset for our destination, project committee members traveled to The Forge Lemont to consider the operators as the contractors for this coming attraction. President & CEO Bennish Brown, VP of Destination Development & Community Engagement Jennifer Bowen, Destination Augusta Board of Directors member Derek May, Downtown Development Authority's Margaret Woodard, and Interim Central Services Director Ron Lampkin all experienced The Forge's premier attraction outside of Chicago, Illinois. Seeing the potential of the attraction and learning the experience of The Forge team was the last step in the vetting process to select a vendor. A contract for design/build services is expected to be completed in the fourth quarter.
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Hospitality Training Launch
In September, we launched a new front-line hospitality training program for hotel staff, based on research and local hotel feedback. The beta session was held at the Holiday Inn Express Augusta North, with eight employees attending. The training focused on enhancing the visitor experience by equipping staff to make excellent recommendations. We introduced them to the Masters of Hospitality customer service contest, shared highlights of Augusta's unique attractions, and explained how to use Augusta & Co.'s resources to stay informed. Even long-time residents found the information valuable and committed to sharing it with guests. Looking ahead to 2025, we plan to expand the program and include a contest to preview local attractions, strengthening our connections with hotels and empowering staff to deliver exceptional guest experiences.
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Experience Touchpoints with Augusta University
New Augusta University (AU) students explored Augusta through Leap Week, an orientation featuring off-campus activities at places like The Earth Pantry, Broad Axe Throwing, TopGolf, and local experiences like Eco Explorers and Time Detectives. Destination Augusta also partnered with AU’s Access, Success, and Belonging (ASB) department to contribute to their ASB certificate program. This collaboration included a 90-minute session that highlighted diverse cultural experiences in Augusta, with presentations from community representatives, including Gary Tom from the Augusta Chinese Benevolent Association, Jennifer Wood from the Jewish Community Center & Federation of Augusta, and Denise and Baruti Tucker from Humanitree House.
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Welcome With a Smile: Enhancing Hospitality Through Event-Specific Buttons
This past year, we introduced a new program to boost our city’s hospitality by distributing specially designed buttons to our partners at hotels and downtown businesses. These buttons aren’t just a fun accessory—they’re a warm welcome, tailored to significant events throughout the year. From festivals to conferences and sporting events, each button is a way for our industry partners to connect with visitors and create a sense of belonging in our community. By wearing these buttons, our partners help make guests feel genuinely welcomed and part of the Augusta experience.
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Bon Voyage, Michelle: Celebrating 27 Years of Dedication
On August 21, we celebrated Michelle Bovian’s retirement after 27 years of dedicated service, with the Mayor declaring it "Michelle Bovian Day." Embracing her love of travel, we hosted a cruise-themed farewell filled with nautical décor and tasty hors d’oeuvres. As we shared stories and laughter, we expressed our deep gratitude for her contributions and enthusiasm. We wish her all the best in her next adventure and can’t wait to welcome her back as an Augusta Expert whenever she’s ready!
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Welcome Kayla Jefferson!
Join us in welcoming Kayla Jefferson to the Destination Augusta team as our new Group Experiences Coordinator! Kayla brings a wealth of experience from Murphy Auto Group, where she excelled in customer service, earned multiple awards, and dedicated herself to educating the community's youth on vehicle safety. At Murphy, she led the VIP program, supervised client relationships, and spearheaded successful promotional campaigns. Her positivity, passion, and drive make her a tremendous asset to our team, and we’re excited to see the impact she’ll have on our collaborative efforts with meetings and groups.
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New Retail Partners
Since 1937 Stuckey's has been a Southern snack staple. Their delicious pecans and candies are now in Augusta & Co., quickly becoming a favorite among our visitors!
Puddle Jumper Pups specializes in high-quality, handmade dog products that are gaining popularity nationwide. They’ve created exclusive custom peach-themed leashes, collars, and bandanas just for Augusta & Co., adding a delightful touch for our furry friends!
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Melodies of Augusta: A Gift from The Jessye Norman School of the Arts
On September 9, The Jessye Norman School of the Arts presented Augusta & Co. with a beautifully painted piano, made possible by the Porter Fleming Foundation Painted Piano Project. This vibrant artwork greets both visitors and locals at Augusta & Co., telling the story of the Savannah River and featuring many iconic local landmarks. The piano was painted by Tripp Gustin, a talented local artist whose work adds a special touch to our community!
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Celebrating Our Canine Residents at the 'Pup Up' Event!
We absolutely adore our furry friends! On August 24, Augusta & Co. hosted a delightful 'Pup Up' event featuring local retailers offering an array of doggie bandanas, collars, soaps, bakery treats, pup cups, and even a local artist ready to paint your pup’s portrait. We also showcased dog-friendly restaurants and outdoor activities perfect for enjoying time with your canine companion. Our local vendors welcomed many Augusta shoppers, including over 15 happy pups, making it a fantastic day for our community!
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Building Connections and Sparking Interest in Augusta!
As we reflect on the third quarter of 2024, Destination Augusta’s Group Business Development team has been busy making waves in the event planning industry. Our participation in key conferences and site visits, coupled with strategic local collaborations, has reinforced Augusta’s reputation as an ideal destination for group meetings and events. From showcasing our unique medical industry assets to fostering meaningful connections with planners, our efforts have not only enhanced our visibility but also paved the way for exciting future opportunities. Below, we highlight our key accomplishments and initiatives that have positioned Augusta at the forefront of the conversation in the meetings and events landscape.
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Destination Southeast 2024 Tradeshow
Held in Point Clear, Alabama, this appointment-based tradeshow showcased Augusta’s exceptional name recognition, particularly highlighting our medical industry assets. The interest generated at this event positions us as a strong contender for future medical conferences and events.
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Express SMERF Conference 2024
Attending this conference in Branson, Missouri, for the first time allowed us to engage in a unique relationship-building atmosphere with planners. Alongside scheduled appointments, we participated in a community service project at Table Rock National Park, enjoyed a knife forging outing, and took part in various teambuilding activities, all of which fostered meaningful connections.
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Small Market Meetings 2024
In St. George, Utah, our presence at the Small Market Meetings tradeshow was enhanced by strategic investments, including floor clings that elevated our visibility. We also provided local vendor goods to planners during appointments and off-site activities, further showcasing Augusta's charm and offerings.
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Q3 Site Visits
Our team conducted site selection tours with two prominent organizations: the International Association of Medical Science Educators and the National Onsite Wastewater Recycling Association. These visits allowed us to highlight Augusta's amenities and suitability for their upcoming events.
Georgia Cyber Center Collaboration/Sponsorship
In addition to our conference activities, GBD proudly represented Destination Augusta by sponsoring the reception and booth setup at the Georgia Cyber Center’s industry partner collaboration event. This collaboration reflects our commitment to supporting local initiatives and expanding our network within the industry.
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AFCI Trip Highlights
Notably, we engaged with a production company interested in bringing a $1 million film project to Augusta and connected with Netflix's Series Department at their headquarters. Overall, the trip was a success, positioning us well to attract future film projects to Augusta.
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As of September 30, 2024, total current assets equaled $4,696,460 of which $632,114 are unrestricted and $4,064,346 are restricted for tourism grants, the adventure center, and wayfinding, or board designated. Liabilities equal $1,570,997 of which $7,374 are payables, $35,371 are payroll liabilities and accrued interest, and $1,528,252 are the deferred rent revenue, note on 1010 Broad Street, and Federal Disaster loan.
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