STRATEGIC PLAN
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ABOUT US
Augusta's first Destination Marketing organization was established in 1980 as a department of the Augusta Chamber of Commerce. In 1988, the City and County created the Augusta-Richmond County Convention and Visitors Bureau as a joint entity of the two governments. On January 1, 1997, the ACVB, Inc. was created and entered into a service agreement with the City of Augusta. In 2021, the ACVB began doing business as Destination Augusta. Destination Augusta also operates Augusta & Co., Augusta's Experience Center, located at 1010 Broad Street; and Film Augusta, the city’s Film Commission.
Destination Augusta is a not-for-profit 501(c)(6) corporation responsible for promoting tourism in the Augusta area. Primary funding is derived from a portion of the local 8% hotel motel tax. The organization receives 43.75% of lodging tax collections to expend for promoting tourism, conventions, tradeshows and film recruitment. Destination Augusta also has a supplemental services agreement with the Greater Augusta Sports Council to deliver on sports tourism priorities.
Destination Augusta develops and promotes our community, inspiring people to have unforgettable experiences.
MISSION VISION
Augusta is a thriving community for residents rich with experiences that attract people.
VALUES
Destination Augusta has a passion for and an appreciation of the travel and tourism industry offering an authentic Augusta experience built on leadership, innovation, collaboration, fun!
PLAN OVERVIEW
The basis for this strategic plan was first developed in 2022 based on input from 154 community, civic and travel industry leaders who participated in the DestinationNEXT Planning Model. It has provided strategic focus for Destination Augusta as a destination management and marketing organization through 2025. The strategic plan outlined in this document is the result of a collaborative effort between the Destination Augusta staff and board of directors to build a "bridge" plan for the next two years, as our destination experiences continued growth.
GUIDED BY RESEARCH
This plan is developed using the valuable insights gathered from the Destination Next (DNEXT) survey and Destination Augusta's strategic plan. By leveraging DNEXT's research to shape our strategies, we are confident that our initiatives will not only make a significant impact but also lay the foundation for sustainable long-term growth and success.
Alignment
Destination Alignment
Move from the Explorers quadrant to the Trailblazers quadrant
MARKETING & SALES
DESTINATION AUGUSTA'S MARKETING STRATEGY IS PIONEERING AND BOLD IN ITS
COMMITMENT TO ELEVATE AUGUSTA AS AN UNFORGETTABLE PLACE TO LIVE, WORK, AND EXPLORE.
INDICATORS OF SUCCESS:
Track current marketing strategies and develop a baseline for the return on investment to set a realistic but stretch goal to increase the effectiveness by 2028
Increase local awareness of the value of tourism and destination assets by beginning a comprehensive research strategy starting with a local resident survey regarding brand assessment and resident sentiment
Measure and increase the diversity of partner and experiences included in social and advertising campaigns
Increase partner engagement by providing semi-annual reports of benefits and impacts
DESTINATION DEVELOPMENT
INDICATORS OF SUCCESS:
A DESTINATION AUGUSTA STRENGTHENS AND ENHANCES OUR DESTINATION BY STRATEGICALLY SHAPING AND INVESTING IN THE EXPERIENCES, ASSETS, AND INFRASTRUCTURE THAT DEFINE AUGUSTA’S IDENTITY.
Enhance and develop experiences
Engagement with local leaders (via presentations, partnerships, policy recommendations and involvement in visitor events)
Event recruitment and event sustainability
Resident sentiment (benchmark research on resident sentiment in 2026 and community engagement)
COMMUNITY ENGAGEMENT & ALIGNMENT
DESTINATION AUGUSTA ALIGNS PEOPLE, PARTNERS, AND PROGRAMS TO FOSTER
COLLABORATION AND ENGAGES THE COMMUNITY TO BELIEVE IN THE VIBRANT
FUTURE OF AUGUSTA.
INDICATORS OF SUCCESS:
Maintain high partner engagement in programs and events, as well as partner satisfaction
Conduct a resident sentiment survey
Grow Hype Team engagement and activations at events
Increase Augusta & Co. partner engagement and representation
Rollout a new Partners in Promotion program for 2027
Identify new community groups to engage
ADVOCACY
DESTINATION AUGUSTA LEADS WITH ADVOCACY BY SERVING AS A TRUSTED
VOICE, EDUCATING AND SUPPORTING STAKEHOLDERS, AND CHAMPIONING
INITIATIVES THAT SHAPE A STRONGER AND MORE VIBRANT FUTURE FOR OUR COMMUNITY AND VISITORS.
INDICATORS OF SUCCESS:
Work with stakeholders and board leadership to build an advocacy plan
Consistently and strategically share tourism impact and data through presentations
Keep our legislative delegation informed and engaged through data sharing and events
CULTURE & HR
DESTINATION AUGUSTA BUILDS A HIGH-PERFORMANCE, FUTURE-READY
ORGANIZATION BY INVESTING IN THE GROWTH AND DEVELOPMENT OF ITS PEOPLE,
STREAMLINING OPERATIONS FOR EXCELLENCE, AND DEPLOYING STRATEGIC
TECHNOLOGY FOR EFFICIENCY AND AGILITY.
INDICATORS OF SUCCESS:
Satisfaction of employees (a high net promoter score) to ensure Destination Augusta is a desired place to work and reflects a culture that inspires team members
Our team has the tools / technology that are important for the success and growth of a mission-oriented organization
Supports development and growth for individuals and departmentsthrough a planned advancement framework
FINAL WORDS
If you build a place people want to visit you build a place where people want to live.
If you build a place where people want to live, you'll build a place where people want to work.
If you build a place where people want to work, And if you build a place where business has to be, you'll build a place where people have to visit.
—Maura Gast, Irving, TX, CVB and DMAI Chair, July 2009.
