TOWN OF BLUFFTON INDUSTRY METRICS
FY26-Q2 Performance Metrics & Update
October 1 - December 31st, 2025
As the Town of Bluffton’s official Destination Marketing Organization (DMO), we are the leader in promoting tourism to the destination. By understanding today’s travelers and adapting to the changing landscape of the industry, we are able to execute the comprehensive Town of Bluffton Marketing Plan.
The quarterly report focuses on the metrics outlined within the contract, but we also wanted to share the additional efforts and initiatives worked on during FY26 – Q2.
Town of Bluffton Marketing Plans, Reports, and Presentations
• 10/03/25, 11/05/25, and 12/05/25 Submitted three monthly reports to the town staff.
• 11/14/25, Submitted the Town of Bluffton FY26-Q1 report to town staff.
Dedicated Official Bluffton Vacation Planner
October 1 - December 31st, 2025
The Official Vacation Planner is the first touchpoint visitors receive when planning their visit to the Heart of the Lowcountry™.
We receive requests for this piece from multiple platforms; online, media, and phone inquiries. In addition, we distribute the planner to all state welcome centers, hotels, airports, AAA offices, tradeshows and included in all public relations outreach.
We continue our efforts with the College of Charleston in collecting visitor profile surveys and understanding the demographics of those who are traveling to the Town of Bluffton.
FY 26 -Q 2 Bluffton Website Performance
Website Sessions
Website Visits
72,525
October 1 - December 31st, 2025 +93.6% YOY
Referrals/Click Throughs Made to Area Businesses
10,669
+47.9% YOY
This quarter, total sessions surged +93.6% YoY to 72,525, fueled by a +211% increase in Paid Social traffic which now commands a 64% share of all visits. This volume was matched by record-breaking efficiency; Paid Social saw a +404% YoY jump in referral rates (4.3%), while Google CPC achieved a historic 62% referral rate. Together, these channels drove a total of 10,669 referrals to area businesses, representing a strong +47.9% YoY increase in high-value conversions.
FY26-Q2 Destination Social Report
July1–September30,2025
Facebook Page Likes 49,322
Instagram Followers
14,964
760
TikTok Followers
2,559
Engagements
10,235
Engagements
TikTok Engagements
608
This quarter, all social platforms saw a year-over-year increase in follower counts, driven by tailored content strategies that align with 2026 industry trends. Facebook’s performance was supported by a focus on community traditions and local gatherings, reflecting a shift toward "community-first" engagement where platforms serve as hubs for real-world connection. Instagram maintained audience interest by showcasing natural landscapes and celebrating Bluffton’s recognition by Southern Living Magazine as one of the best towns to visit for Thanksgiving, capitalizing on the platform's role as a visual search engine for local discovery. On X, engagement was sustained by highlighting premier destinations and luxury hospitality, a strategy that prioritizes heritage and experience-based storytelling. Finally, TikTok experienced growth by utilizing informal, first-person video tours of neighborhood establishments, a tactic that leans into the "trust currency" of authentic, relatable content over polished content.
FY26-Q2 Destination Metrics
As the Official DMO for the Town of Bluffton and based on our official contract, below are the quarterly metrics for the time frame of October 1 - December 31th, 2025.
Source: Keydata October 1 - December 31st, 2025
This period represented a relatively soft stretch for lodging. While some of the decline in occupancy can be attributed to an unusually strong Q2 in FY25, driven largely by post–Hurricane Helene displacement, the broader slowdown reflects a regional trend across the Southeast, where economic uncertainty has dampened travel demand. Looking ahead, signs of recovery are emerging. Occupancy in FY26 Q3 is trending toward a double-digit increase, with ADR continuing its upward trajectory.
FY26-Q2 Public Relations Overview
Bluffton Story Highlights October 1 - December 31st, 2025
Stories/Mentions
1,108,974,054
Source: Critical Mention / BurrellsLuce / Weber Shandwick
October
Southern Living (UVPM: 2,576,884): Ma Daisy's Porch Is Bluffton's New Center For Gullah Food, History, And Community
November
World Atlas (UVPM: 9,554,761):
11 Romantic Small Towns In South Carolina
Southern Living (UVPM: 9,554,761):
14 Christmas Resorts In The South For A Merry Getaway
Southern Living (UVPM: 9,554,761):
8 Best Places To Spend Thanksgiving In The South, According To Travel Experts
December
Travel + Leisure: (UVPM: 9,150,956): This Charming South Carolina Town Is Known As the 'Heart of the Lowcountry'—and It Has One of the Best Resorts in the State: Read in
Only In Your State (UVPM: 7,750,612):
6 Exciting Places in South Carolina Everyone Will Be Talking About in 2026
FY26-Q2 Events
For FY26-Q2 time frame, our organization’s events included: October 1 - December 31st, 2025
EVENTS
• E xecutive Connection at Palmetto Bluff: November 6
• C onversation + Cocktails at Hail Mary’s: November 13
RIBBON CUTTINGS
• R adici Italian Chophouse
• Russell Stover Chocolates in Tanger 2
• Nom Nom Poke Shop
• Hail M ary's
• L avender Lounge Head Spa
• Birdie James – Bluffton
• Flowers by Katie Ford
FY26-Q2 Ribbon Cuttings
October 1 - December 31st, 2025
Birdie James
Lavendar Lounge
Nom Nom Poke Shop
Radici
Russel Stover
Flowers by Katie Ford
Hail Mary's
October 1 - December 31st, 2025
Destination Marketing Organization FY26-Q2 Budget
Revenues - Town of Bluffton DMO
Town of Bluffton Special Grant - Special
Total Revenue
Expenses
Vacation Planner - Regional (estimated)
Fulfillment-Regional Vacation Planner (estimated)
Vacation Planner - Bluffton Only Guide
Fulfillment-Bluffton Only Guide
Digital Promotions - Social Media
Digital Promotions - Website/SEO
Digital Promotions - Google/Facebook
Leisure Marketing - (Condé Nast)
Leisure Marketing - (Walking Tour Guide)
Leisure Marketing - Other
Total direct marketing expenses
Administrative (Based on 39% of expected annual revenues)
Salaries
Payroll taxes
Employee benefits - 401K
Employee benefits - Insurance Operations - Other Operations - Building Expense
Total administrative
Total expenses
Excess of revenues over expenses $ 6,000 $ 4,000 $ 50,826 $2,371 $ 9,747 $ 17,207 $ 25,771 $ 3,204 $ 3,662 $ 207,066$207,066 $122,787 $ 50,095 $ 3,507 $ 3,006 $ 3,807 $ 6,799 $ 3,962 $ 71,176 $ 193,963 $ 13,103
Important Note on Estimated Costs: The Vacation Planner/Fulfillment are shared expenses with the Town of Hilton Head Island, Beaufort County, and the State of South Carolina and are not reconciled until the end of the fiscal year.
Meet Your Team
Executive
BILL MILES, IOM, CCE
President & CEO
bmiles@hiltonheadisland.org
CONNIE KILLMAR
Assistant to the President ckillmar@hiltonheadisland.org
Communications
CHARLIE CLARK
Vice President, Communications cclark@hiltonheadisland.org
LAURA ALICE HENDERSON
Director of Programs & Events lahenderson@hiltonheadisland.org
HALLIE MARTIN
Director of Communications hmartin@hiltonheadisland.org
DASHAE MIDDLETON
Visual Content Coordinator dmiddleton@hiltonheadisland.org
JORDAN MATTHIS
Visual Content Coordinator jmatthis@hiltonheadisland.org
Finance & Administration
RAY DEAL
Controller rdeal@hiltonheadisland.org
KELLY MCCALLISTER
Assistant Controller kmccallister@hiltonheadisland.org
Visitor & Convention Bureau
ARIANA PERNICE
Vice President, Visitor & Convention Bureau apernice@hiltonheadisland.org
MAKENNA HENRY
Director of Marketing mhenry@hiltonheadisland.org
ZACK SHEDD
Senior Sales Manager zshedd@hiltonheadisland.org
CHASE O’DELL
Research Manager codell@hiltonheadisland.org
ROBERT OBERNIER
Website Administrator robernier@hiltonheadisland.org
RACHEL MCLAIN
Sales and Marketing Coordinator rmclain@hiltonheadisland.org
TARA FRANK
Director of Sales tara@hiltonheadisland.org
Information Specialist
KATHY WININGS
Information Specialist kwinings@hiltonheadisland.org
LAURA HIGGINS
Information Specialist lhiggins@hiltonheadisland.org
LINDA LANIER
Information Specialist llanier@hiltonheadisland.org
