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Tourism's Impact

Any time is a great time to be in Augusta, but it doesn’t get any better than the sweet spot between July and September when we host many of our annual, gold star events.

We joined our tourism partners in hosting the players and their families for Nike EYBL Peach Jam. This brought more than 8,000 people to our metro area for seven days, including over the Fourth of July Holiday.

In August, we also hosted the highest-attended TechNet Augusta ever, with approximately 6,000 participants, just in time for its 10th Anniversary in our city. Over the course of their 10 years in Augusta, TechNet has generated more than $20 Million in estimated impact, and has delivered over 33,300 attendees and new customers to many of our local businesses.

The Arts in the Heart Festival and Ironman 70.3 Augusta rounded out a strong quarter, that also included family reunions and a wide variety of conferences and conventions.

Our film recruitment efforts also took center stage with the screening of The Hill, and we brought the local and statewide film industry together for an exclusive evening in partnership with Georgia Entertainment and Georgia Unscripted.

As you read this report highlighting our Q3 activities, including marketing, event recruitment, and destination development, you will be delighted at the impact the tourism economy is having on our city, our businesses and our local citizens.


Entertainment Live

Unveiling the Authentic Augusta Experiences Video Collection

On September 27th, Destination Augusta, in collaboration with 10 unique Augusta attractions, unveiled the Authentic Augusta Experiences Video Collection. These immersive experiences officially launched in April. They were carefully crafted to be highly engaging, offering a new level of VIP interaction and creating lasting memories for both visitors and locals.

Our team along with the partners aimed to go beyond mere descriptions and embarked on a journey to create this video collection. We received invaluable assistance from a dedicated group of local Augusta volunteers and Tranter Grey Media.

The premiere event included an awards and superlatives presentation to recognize and honor all the partners, volunteers, and individuals who contributed to making this video collection possible. These captivating videos are now accessible to the 10 Authentic Augusta Experience Partners for promotional purposes. You can find them featured on, the Destination Augusta YouTube Channel, and across our social media channels.

Destination Augusta attends U.S. Travel’s Educational Seminar for Tourism Organizations (ESTO) in Savannah

Destination Augusta team members Natasha Carter, Sarah Childers, Lindsay Fruchtl, and Rachel Wilkerson had the opportunity to attend the annual ESTO conference in Savannah, GA August 19-22. ESTO is the leading annual learning and knowledge-sharing forum for destination marketing professionals featuring four days of dynamic, hands-on learning and content, curated by industry peers. Session topics included Advocacy, ChatGPT, AI, Crisis Communications, Case Studies, Putting your data to work, Sport-related Travel, PR, and Community Engagement.


10 Truly Underrated Towns In Georgia That Deserve To Be Explored

  • Viewership: 689,100,000
  • Ad Value: $6,374,175

Only in Your State

Springfield Baptist Church: One Of The Oldest Churches in Georgia

  • Viewership: 14,700,000
  • Ad Value: $135,975

National Geographic

Atlanta isn't all that Georgia has to offer. Here are 7 other worthy trips

  • Viewership: 12,000,000
  • Ad Value: $111,000

Southern Living & Yahoo*

The Best Weekend Getaways in Georgia (

  • Southern Living Viewership: 19,200,000
    Yahoo Viewership: 3,800,000,000
    Total Viewership: 3,819,200,000**

  • Southern Living Ad Values: $177,600
    Yahoo Ad Value: $35,150,000
    Total Ad Value: $35,327,600

*Nicole Letts article(s) and visit stemmed from the Southeast Tourism Society’s (STS) Domestic Showcase Media Marketplace appointments in April. Nicole visited in late July and experienced a history tour with Corey Rogers, an Authentic Augusta Experience at Westobou Gallery (The Curated Palette), and Rachel Wilkerson was able to go to dinner with her at Finch & Fifth.

**The rise in digital impressions is partly driven by shifts in news consumption. Traditional print media's decline has led journalists to embrace online publications, reaching wider audiences and engaging on a personal level. As a result, online publications have gained popularity, changing how news is delivered and consumed. We’ve had several great online publicity hits that conveyed the key messages that we are striving to share about Augusta, Georgia including diversity, outdoor offerings, cultural offerings, and history. This year some of our best online hits have included,,,,, and

Augusta Beerfest Authentic Augusta Sponsorship

In August, Destination Augusta partnered with the Augusta Entertainment Complex for the Authentic Augusta Experiences Collection sponsorship of the Augusta Beerfest’s VIP Area. This strategic partnership led to enhanced visibility and a boost in the recognition of the Authentic Augusta Experiences. The brand was prominently displayed in the VIP area, featured in both pre and post-event digital promotions and acknowledged during the event by DJ Coco Rubio. The Authentic Augusta logo and QR codes were also featured on the Beerfest wristbands.

Influencer Visits

We had the pleasure of hosting our very first influencer of the year at the annual Arts in the Heart Festival, held from September 15-17. This time, we decided to extend our reach beyond our usual influencers in Atlanta and reached out to Karla Hsu from Charlotte, North Carolina. It was an exciting move to engage with the Charlotte drive market, and Karla and her family chose to visit during a peak season. During @Charlottemama's visit, we used the "collaborate" feature on Instagram for the first time, which significantly boosted engagement and enhanced the influencer's credibility. We're thrilled to share that this collaboration resulted in an estimated 188 new followers between her visit and the end of September. You can dive deeper into the details by checking out our Social Media Engagement Report*. To catch a glimpse of @CharlotteMama's stories and reel, be sure to visit @VisitAugusta's story highlights.

*final comprehensive reporting from Charlotte Mama is pending.

Destination Development

Celebrating Authentic Augusta Collection Successes + Looking Ahead

As we continue our journey towards promoting the Authentic Augusta Experiences, we are excited to share our latest progress and achievements for the second quarter of 2023.

1. A Collective Effort: Tracking Our Successes

Destination Augusta and the Authentic Augusta Partners continue to invest in this new product and immersive experiences. To review Destination Augusta’s Authentic Augusta Experience promotional efforts and milestones through June, please visit this link for a detailed report: Promo Report - Q2 2023.

2. Celebrating Partner Wins With Quarterly Updates

Launching new tourism products is undoubtedly a labor of love. To recognize great efforts and best practices, Destination Augusta salutes partner efforts with a quarterly newsletter. Check out the incredible things partners in the Authentic Augusta Collection are doing to promote and improve these fantastic new experiences.

Spring Wins: Explore the Spring 2023 Partner Newsletter

Summer Wins: Discover the Summer 2023 Partner Newsletter

Creating A Gracious Welcome 

Destination Augusta’s Group Experience Team worked with area restaurants to welcome groups and provide hospitality for which Augusta is known. Our team encouraged businesses with reader boards to display a welcome message for larger groups such as Nike Peach Jam and Augusta TechNet. We heard from some restaurants who extended their hours and experienced significant economic impact due to conference attendees.  

Enhancing Augusta's Charm: Unveiling Authentic Experiences for Conferences and Reunions

The Group Experience Team’s mission is to enhance the experience of conference and convention visitors by encouraging them to do something authentic or unique in Augusta. We worked with the planners of Goodwill’s 2023 SEA Magic Conference to schedule three Authentic Augusta Experiences for 300+ attendees which included the Heart of Augusta Tour: Cycle the Soul City with Bike Bike Baby, Canal to Cloth: A Day at the Mill at the Augusta Canal, and Bartender for a Day: All Equal Parts.   

Additionally, we worked with the Kelly Family Reunion to coordinate their own Authentic Augusta Experience at the Augusta Canal, Canal to Cloth: A Day at the Mill. Look closely and you’ll see our own Michelle Bovian who brought her Kelly family reunion to Augusta.    

The more we can encourage attendees of conference and conventions to see our community the better chance we have of seeing those guests back as leisure visitors for a long weekend or to attend a festival or event. Additionally, this increased exposure to area businesses and attractions increases the economic impact groups leave in Augusta. 

AU Orientation Experiences

New Augusta University (AU) students were treated to some Authentic Augusta Experiences as part of AU’s Leap Week - a special orientation for new freshman. The off-campus experiences for orientation included the Heart of Augusta Tour (upper left), Time Detectives (upper right), The Curated Palette and Augusta’s Black Caddies.

Students also had the opportunity to participate in group experiences outside of the collection at Field Botanicals, Broad Axe Throwing, Two Dudes & a Boat Kayak Rentals, Tire City Potters, and Pexcho's American Dime Museum.

The students had a wonderful time and received a first-class impression of what Augusta has to offer off campus. Special thanks to Augusta University for their investment in Augusta.

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Supporting Arts in the Heart & Ironman

Augusta &Co. supported the Greater Augusta Arts Council by selling badges for Arts in the Heart. We sold over 600 badges which created elevated traffic for Augusta & Co. We promoted the festival through September and provided extended hours during the event. Over the weekend, we offered local samples of refreshing drinks from Fruitland of Augusta and a pop-up with Beautify Augusta.

We also extended hours during Ironman and celebrated athletes by making finish line posters and coloring Augusta coloring pages.

National Dog Day Pup-Up

In recognition of National Dog Day, Augusta & Co. hosted a Pup-Up Shop featuring four local doggie vendors including Porsha Paws, Urban K-9, Paws & Claws, and Chloe Louise Couture (August 26). Doggie parents shopped with their pups for treats, clothing, boarding services, training and more and entered a drawing for a doggie gift basket.

Augusta & Co. Gallery - Becca Anchor's Quilted Blooms 

The Augusta &Co. Art gallery hosted Becca Anchor's Quilted Blooms Collection. This collection is a juxtaposition of Augusta's summer blooming trees and shrubbery with textile patterns that are traditionally found in southern quilting. When reflecting on her hometown, Anchor felt that the mix of patterns, colors and botanicals embrace some of the interesting and beautiful parts of the "Garden City". (June 29-Sept 28)

More Events Here!

Destination Augusta Booth at ASAE

Iman Johnson & Taylor Brown at ASAE

Q3 Activity:

  • GBD Team is working with construction contractors and insurance companies in facilitating Locally Negotiated Rates (LNR) with hotels. We received very positive feedback from the hotels as this will help them fill need dates and months.  

  • GBD Team attended American Society of Association Executives (ASAE) at the Georgia World Congress Center in Atlanta, GA. Augusta was one of 17 exhibits partnering with Explore Georgia. 4000 attendees, this included meeting planners as well as national and international suppliers. Destination Augusta co-hosted the Southeast Association Executives, we had access to 180 association planners. Destination Augusta secured 86 national meeting planners. Follow ups were made digitally. 

  • GBD Team attended Small Market Meetings in Cedar Falls, IA. This is an appointment-based conference where we met with 20 national meeting planners that seek to source their meetings and events in tier 2 and 3 cities. GBD team build great relationships and received (4) Request for Proposals (RFP) 
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"The Hill" Exclusive Screening Event

Film Augusta was thrilled to partner with the producers and director of the “The Hill,” and offer an Augusta screening of this locally filmed movie. Held at The Miller Theater, the screening included a red carpet, photo-moments, and an incredible Q&A with Rickey Hill, Director Jeff Celentano and Producer Warren Ostergard.

"The Hill," starring Dennis Quaid and Colin Ford, did well at the box office and was huge hit locally. Special thanks to Briarcliff Entertainment for their invaluable support in bringing this event to fruition.

Georgia Entertainment Event

On September 21, Film Augusta joined with Georgia Entertainment to shine a spotlight on Augusta’s creative economy and specifically the opportunity for growth in the film industry. This hybrid Georgia Entertainment 100 and Georgia Unscripted event showcased Augusta as a film industry production center and introduced many in the industry to the benefits of doing business in our region. More than 100 attended, at which three-time Augusta producer Warren Ostergard revealed his plans to bring a purpose-built studio to our area. Read more about his announcement on the Augusta Good News website

Georgia Entertainment is the leading source of news, analysis, and commentary for the film, broadcast, digital production, music, and video game/esports industries. Via their publications, partnerships, social outlets, and events they served thousands of producers, directors, entertainment executives, and political leaders in Georgia and beyond.

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As of September 30, 2023, total current assets equaled $2,763,690 of which $952,340 are unrestricted and $1,811,350 are restricted for tourism grants and wayfinding, or board designated. Liabilities equal $1,764,105 of which $5,845 are payables, $38,152 are payroll liabilities and accrued interest, and $1,720,108 are the deferred rent revenue, note on 1010 Broad Street and Federal Disaster loan.

Copyright © 2023 Augusta Convention & Visitors Bureau
Our address is 1010 Broad Street, Augusta, GA 30901

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