[{"_1":2,"_111":-5,"_112":-5},"loaderData",{"_3":4,"_26":27},"root",{"_5":6,"_17":10,"_18":19,"_20":21,"_22":10,"_23":-5,"_24":-5,"_25":10},"user",{"_7":8,"_9":10,"_11":10,"_12":-5,"_13":-5,"_14":15,"_16":-5},"roles",[],"isAuthenticated",false,"isPremium","planName","subscriptionStatus","featureFlags",{},"insightsBudget","isDevelopmentHost","userPreferences",{},"recaptchaSiteKey","6LcvOJcUAAAAAHsB-gPGfGktcRlKpH7OTIU_dMTD","isImpersonating","impersonation","affiliateStatus","isFreedomPortal","routes/v2/article/layout",{"_28":29,"_30":31},"notFound",true,"relatedArticles",[32,75,87,99],{"_33":34,"_35":36,"_37":38,"_39":40,"_41":42,"_43":44,"_45":46,"_47":48,"_49":50,"_51":52,"_53":54,"_55":56,"_57":58,"_59":60,"_61":62,"_63":64,"_65":66,"_67":68,"_69":70,"_71":68,"_72":73,"_74":73},"mediaId",6527352,"mediaKeyId","3642354-82fa06d55a3116c3e7d0b54fca2bc208","parentId",3642354,"title","Hilton Head tourism bureau reports a modest Q3 dip, shifts strategy to work with AI and search engines","audioSeconds",559,"startMs",1725000,"endMs",2284000,"viewUrl","/Search/View?dp=1&key=3642354-82fa06d55a3116c3e7d0b54fca2bc208&start=1725&end=2284","thumbnailUrl","https://assets.pipeline.soar.com/3642354-82fa06d55a3116c3e7d0b54fca2bc208/thumbnail_1725000.jpg","articleUrl","/articles/6527352/Hilton-Head-Island/Beaufort-County/South-Carolina/Hilton-Head-tourism-bureau-reports-a-modest-Q3-dip-shifts-strategy-to-work-with-AI-and-search-engines","mediaUrl","https://secure.pipeline.soar.com/6527352-e016eca68b891ba2c126ea4ffe1ffdc0/orig.mp4?Expires=1771226337&Signature=U6bIFaIac9~KaGDb9ZX7k8hHnBrZSLCMAjK61fH14eEqspPGUaWYPbf8k6pQMr3c6QkdhBLHpGecf6HVMpusbiom79TvC606~6V4Ol5hWZCLadPzTwof-d~Bmuroz7p27krt3EgJEakpdWWZQCPzaCMpcyUZhFbre9c~thxptrD8aOy6EZ9zJb~sxx0RmlrcZi1yMuopE0fwnXCn~XRBe1HMK5n--vdcsK8bTniW-228utMVNPqqObZB6J6Q26sj1r9JKANRdbyce98mIRv42MkwJUeYDJ9bsvaoLPgS1M7unIWV1zcutDrdVF9918QKb4cLwG7NidAxva0AsBDSiw__&Key-Pair-Id=KUT5TJCACFTXG","author","Hilton Head Island","date","2025-06-03T22:59:22.507Z","article","Ariana Pernice, vice president of the Visitor and Convention Bureau at the Hilton Head Island‑Bluffton Chamber of Commerce, presented the destination’s fiscal 2024–25 third‑quarter recap (January–March) to Town Council on June 3 and defended plans to adjust tactics after two quarters of declining traditional website metrics.

Pernice highlighted an \"America's Favorite Escape\" campaign that used new platforms (Spotify, Disney+) and produced positive partner referrals. She said the bureau’s international outreach included work in Germany with state and regional partners and noted strong editorial placements in outlets such as Southern Living and Good Morning America.

Council concerns and staff response
Councilmembers noted consecutive quarterly declines in users, visits and sessions. Councilwoman Tunner said the metrics reflected an 18–19% drop in users and asked what tactical changes the bureau is pursuing. Pernice and digital staff said the search landscape shifted as Google increasingly surfaces an AI‑generated summary at the top of search results, reducing clickthroughs to destination websites.

Chase (destination marketing staff) explained the change: \"The problem is the first third of the page, whenever you Google anything now, is Google's AI summary of everything. So that eats up a lot of traffic.\" Staff said the bureau is working to make Hilton Head the authoritative source for AI and to measure two new backend metrics: how often AIs crawl the site and how many referrals come from AI services (for example, ChatGPT or Gemini referrals to partner websites).

Other operational details
Staff reported that booking windows have shortened to roughly a three‑week window and that home and villa bookings were tracking at or above 2024 levels for April and May. The bureau said social audience size was up 1.8% year over year despite lower sessions in the January–March quarter, and that the 55–64 age group remains the largest website audience with signs of growth in the 45–54 bracket.

Requested follow‑up
Council members asked staff to provide additional breakdowns (for example, booking‑window separation for hotels vs. homes and villas, busiest check‑in days, and more robust tracking of international arrivals using airport data), and staff agreed to supply that information.

Provenance: Pernice’s presentation began about 00:28:45 in the transcript and the detailed Q&A (including Chase’s explanation of AI impacts and booking‑window comments) is concentrated between 00:36:51 and 00:45:30.

Ending: The bureau said it will continue to monitor AI and search changes, add measurement of AI crawling and referrals, and provide more granular booking and referral metrics to council on request.","mediaType","Video","parentTitle","Town Council Meeting Tuesday, June 3, 2025, 3:00 PM","oneSentenceSummary","The Hilton Head Island‑Bluffton Chamber’s visitor bureau reported a small decline in traditional web metrics for January–March but said April–May bookings are recovering; staff said shifts in Google search results and AI are changing how destination marketing is measured.","taxTitle","Hilton Head Island, Beaufort County, South Carolina","taxId",5068,"location","headline","","shortSummary",{"_33":76,"_35":36,"_37":38,"_39":77,"_41":78,"_43":79,"_45":80,"_47":81,"_49":82,"_51":83,"_53":84,"_55":56,"_57":58,"_59":85,"_61":62,"_63":64,"_65":86,"_67":68,"_69":70,"_71":68,"_72":73,"_74":73},6527356,"Hilton Head officials to refine corridor master plan after county directs $80M to new bridge",439,3094000,3533000,"/Search/View?dp=1&key=3642354-82fa06d55a3116c3e7d0b54fca2bc208&start=3094&end=3533","https://assets.pipeline.soar.com/3642354-82fa06d55a3116c3e7d0b54fca2bc208/thumbnail_3094000.jpg","/articles/6527356/Hilton-Head-Island/Beaufort-County/South-Carolina/Hilton-Head-officials-to-refine-corridor-master-plan-after-county-directs-80M-to-new-bridge","https://secure.pipeline.soar.com/6527356-0c1c1a73a5ef79cc655eb671f9b3190f/orig.mp4?Expires=1771226337&Signature=a7P6KK-a-w-H7TFDsAx0mVq3EY7r7CBRisDT1GZUmkMAfviW2ZnGTHYjQhe1IBns4vyXg9pfusIY9Jey0RD2p8Zqp8QJb~suFYOAFGbpDTmaIJ6jSGsiNHbg1fdos1AEMKxfbH1YGbKq2bDv50HeTB6Q2u6UsIX6S5tcgzlpxpDneeoGdqgFE-cQSpPnQSFOXt42~RFIzGp2aCZumj61ah5K4B3JBFceLCI-OnnToA5FD1FsPQjF2n7k2gySpQDHm2dx-0Gl78QOY-nztkPgVtKTyAAdQj~p7sgzyLuY7FIRpJmLcYjKoJ5zgDjEe6LivlCI71Fjca4YfpMrY~FcHA__&Key-Pair-Id=KUT5TJCACFTXG","Town officials on June 3 said they will refine a corridor master plan and seek a formal council resolution after Beaufort County voted to apply $80 million from a 2018 transportation sales tax referendum toward construction of a new Mackay Creek bridge.

Town Manager Mark Orlando told the Town Council that Beaufort County intends to use the full $80,000,000 as a contribution to an estimated $300,000,000 bridge project and that, as a result, “this decision effectively leaves no funding available for corridor improvements at this time.” The town’s concern centers on the stretch from the Moss Creek signalized intersection through Squire Pope Road and Spanish Wells Road, which town leaders say still needs safety and traffic-flow work.

Town staff presented next steps. \"We have a great opportunity in front of us to drive the car and control the destiny for this corridor going forward,\" said a town staff member who outlined the plan to refresh the corridor master plan, prepare engineering opinions of probable cost, identify logical first-phase improvements (particularly at the Squire Pope intersection) and develop funding strategies that could combine local, county, state and federal sources.

Why it matters: The town says the bridge alone will not address traffic flow and safety issues on Hilton Head Island. Council members repeatedly pressed for clarity about where money pledged in the 2018 referendum would be spent and whether some of that money should be applied to corridor projects on the island rather than solely to the bridge.

Background and next steps
Orlando reviewed the 2018 referendum ballot language, which listed $80 million for improvements to the U.S. 278 corridor including repairing or replacing bridge spans and corridor work between Moss Creek Drive and Squire Pope Road. He said Beaufort County’s current plan to apply the full $80 million to the bridge changes the residual funding available for corridor improvements.

Town staff asked council to formally acknowledge priorities and provide a resolution of support to strengthen discussions with Beaufort County, the South Carolina Department of Transportation (SCDOT), the Transportation Infrastructure Bank (TIB) and the Lowcountry Area Transportation Study (LATS). Staff said it will prepare a planning-level estimate of costs and a phased scope so the town can pursue funding opportunities and present a draft resolution in coming weeks.

Council reaction
Councilmembers expressed frustration that the county’s decision appeared to narrow the referendum’s original focus and said the town must act to protect island interests. Councilmember Cameron Becker said she was \"not pleased nor happy\" with the way the matter unfolded but supported moving forward to secure corridor improvements. Councilmember Alfred said that if the TIB approves only the bridge, \"we will simply be back to repairing the Mackay Creek bridge by itself. And that will do absolutely nothing for traffic flow and safety.\" Several councilmembers urged a multi-pronged funding approach and emphasized that cost should not prevent a properly designed solution.

Timing and coordination
Town staff said SIB/TIB review of Beaufort County’s revised proposal has not been scheduled publicly; the town is monitoring a 30-day notice window that staff said would close in mid-June. Town staff also reported that state legislators told the town they will not likely advance major funding until the January budget cycle, but staff said it is important to develop a plan and funding strategy this summer and fall so the town can pursue “ready” dollars where possible.

What council asked staff to do
Council asked staff to:
- Refresh the corridor master plan using the council’s previously adopted guiding principles; prepare a planning-level engineering cost estimate for candidate improvements; and identify an initial phase focused on safety and throughput (Squire Pope intersection was cited as a priority).
- Coordinate with SCDOT, Beaufort County, the Lowcountry Area Transportation Study and the legislative delegation.
- Draft a resolution reaffirming council priorities for later consideration.

Provenance: The corridor discussion began when Town Manager Mark Orlando opened his report to council (transcript around 00:51:34) and staff’s detailed next steps were presented by Sean (town staff) beginning at 00:57:14. Council debate and requests for direction continue through the meeting.

Ending: Town staff said they will bring a draft resolution and the planning-level cost estimates to council for formal direction in the coming weeks, aiming to show a phased approach and funding options that could be advanced to state and regional partners.","Town officials said Beaufort County’s decision to apply $80 million from a 2018 referendum toward a new Mackay Creek bridge leaves no immediate funding for corridor improvements; staff proposed a refined corridor master plan, cost estimates and a phased funding strategy and asked council for formal support.",{"_33":88,"_35":36,"_37":38,"_39":89,"_41":90,"_43":91,"_45":92,"_47":93,"_49":94,"_51":95,"_53":96,"_55":56,"_57":58,"_59":97,"_61":62,"_63":64,"_65":98,"_67":68,"_69":70,"_71":68,"_72":73,"_74":73},6527349,"Town Council approves FY26 budget, zoning and property purchases; votes at a glance",914,5227000,6141000,"/Search/View?dp=1&key=3642354-82fa06d55a3116c3e7d0b54fca2bc208&start=5227&end=6141","https://assets.pipeline.soar.com/3642354-82fa06d55a3116c3e7d0b54fca2bc208/thumbnail_5227000.jpg","/articles/6527349/Hilton-Head-Island/Beaufort-County/South-Carolina/Town-Council-approves-FY26-budget-zoning-and-property-purchases-votes-at-a-glance","https://secure.pipeline.soar.com/6527349-e1fc3db632edabf951ac672d836ccd4a/orig.mp4?Expires=1771226337&Signature=R6Y6kYBCukszUd011kQiqh9-K9s6xd4c-YQAEdW4E3hV4ZPiYQ75gbvgxyHaV4DHrDmolsWOnEAv7GFoSt~EwUaqqGsO--bS5rprxygI3sj46Hd7hCnQhKTMx8XKVuOw2dsP22ALTrnTLutFybrIQ6r4gFyPxYFsZRaBll3w538fueqdMNn9Njx5yQDL18jy4u4yFO7CYyEH9tXIDgfxbRwBOF9d9qgHjsT6TJLUSqIj8HyChHo~UHO6ahVi8pwwqek8U721r4-QRWwdgh~HCc9H-c42O3FK7rOvn6dbAg9RnMBe-Vrr8bl5STRjTZcrLHr4AGWNolhzA~KppkvDIA__&Key-Pair-Id=KUT5TJCACFTXG","At its June 3 meeting the Hilton Head Island Town Council took a series of recorded votes that included adoption of the consolidated municipal budget for fiscal year 2025–26, multiple land‑management ordinances and several real‑estate purchase authorizations approved after an executive session. All recorded votes listed below passed unanimously (7‑0).

Votes at a glance
1) Consolidated municipal budget, fiscal year 2025–26
- Motion: Accept on second reading the proposed consolidated budgets for FY26.
- Outcome: Adopted (second and final reading); council unanimously approved after a public hearing.
- Notes: Town Manager presented revenue assumptions, maintained service levels, added two full‑time employees and strengthened fund balance reserves. Public commenters questioned some budget items and use of funds for dredging in private yacht basins.

2) Resolution naming multi‑purpose pathway and boardwalk at Shelter Cove in honor of Frank Fable
- Motion: Approve naming of the pathway and boardwalk (resolution).
- Outcome: Adopted (7‑0).
- Notes: Council scheduled an on‑site dedication ceremony; staff said a date would be determined.

3) Ordinance amendments and code changes (second readings adopted)
- Animal restriction at defined beach area near Fish Haul Creek: Amended municipal code to restrict animals in a specific portion of the beach; temporary signs to be installed upon adoption; permanent signs to follow. Adopted 7‑0.
- Administrative citations and fines: Added sections authorizing administrative citations and fines. Adopted 7‑0.
- Land Management / workforce housing (RM‑12): Amendments to permit workforce housing as a conditional use in RM‑12, to provide density bonuses and clarify workforce‑housing agreement requirements. Adopted 7‑0.
- Rezoning for Northpointe Circle: Rezone parcels from parks and recreation to RM‑12 to facilitate the Northpointe workforce housing project. Adopted 7‑0.

4) Executive session authorizations (approved 7‑0)
Council emerged from executive session and approved several authorizations related to intergovernmental agreements and property transactions. Relevant motions and approvals recorded on the public record included:
- Approval of resolution authorizing execution and delivery of an amendment to the intergovernmental agreement concerning the Beaufort Jasper Housing Trust (approved 7‑0).
- Authorization for the town manager to execute and deliver proposed contracts to purchase multiple parcels on U.S. Highway 278 (all approved 7‑0):
• Benjamin H. Dreesen Jr. and Edna O. L. Dreesen — 0.58 acres (purchase authorized)
• Dolores Treason — 0.83 acres (purchase authorized)
• Palmer E. Simmons, trustee of the Charles E. Simmons and Rosa G. Simmons trust — 0.22 acres (purchase authorized)
• Heirs of Benjamin Dreesen — 0.4 acres (purchase authorized)
• Sylvia J. Wampler — 0.2 acres (purchase authorized)
• Heirs of Benjamin Dreesen — 1.03 acres (purchase authorized)
- Notes: Town staff indicated these acquisitions are associated with the town’s longer‑term corridor and Stony Peninsula planning and will be executed in partnership with the town manager and mayor.","The Town Council unanimously adopted the consolidated FY26 budget, several land‑use and code amendments, a pathway naming and multiple property purchases approved in executive session. Listed below are motions, outcomes and key details.",{"_33":100,"_35":36,"_37":38,"_39":101,"_41":102,"_43":103,"_45":104,"_47":105,"_49":106,"_51":107,"_53":108,"_55":56,"_57":58,"_59":109,"_61":62,"_63":64,"_65":110,"_67":68,"_69":70,"_71":68,"_72":73,"_74":73},6527354,"Beaufort Jasper Housing Trust reports loans, home‑repair demand; Hilton Head approves IGA amendment",13890,981000,14871000,"/Search/View?dp=1&key=3642354-82fa06d55a3116c3e7d0b54fca2bc208&start=981&end=14871","https://assets.pipeline.soar.com/3642354-82fa06d55a3116c3e7d0b54fca2bc208/thumbnail_981000.jpg","/articles/6527354/Hilton-Head-Island/Beaufort-County/South-Carolina/Beaufort-Jasper-Housing-Trust-reports-loans-homerepair-demand-Hilton-Head-approves-IGA-amendment","https://secure.pipeline.soar.com/6527354-b832c2ec316eaf03b5cb115104d70fef/orig.mp4?Expires=1771226337&Signature=QH2XnNDUOPaBxQg8oLtuvQjWu6SmgjrOCdtIoVbgMSl0aDbtwjus1nm8fsOlKdHblMOM4P0Xa~BVEbdaro3HBaRI7BqnfGCwbyxKd6dTpaFzwinWB8CYP5diwbo2wfmQAwS7V8-sdfJwcwZxIok44oQd4VVyf2jnG6IvIlOtWbODWoQw0xJjFEP1eryjXHgCfys3TaA5t-n6KA90S7c4U3TB8mDT3DyC5gtlM9hawmDcMIcPLXi~95W7a3aQi02VB6PCrEwWbV7X0EDCh-eK~mUefyYilcC5nLa0L7QOGPA947uUoip6vbHofUo7VaNpQjWH27sm~6ua15ChkquuMQ__&Key-Pair-Id=KUT5TJCACFTXG","Claude Hicks, representing the Beaufort Jasper Housing Trust, told Hilton Head Island Town Council on June 3 that the trust’s first year of operations included grant awards, a major loan for senior housing and strong demand for home repair assistance.

Hicks said the trust awarded grants to eight organizations from 14 applications and made a $500,000 loan to a new 64‑unit senior housing development in Beaufort County that is expected to begin move‑ins around August–September. He said home repairs represent the largest ongoing demand: \"Home repairs is the number 1 issue, and all of our grantees... have waiting lists,\" Hicks said.

Hicks described broader regional trends and the trust’s priorities: creating workforce and affordable housing, preserving existing housing, and first‑time homebuyer assistance. He said the trust funded 17 new homeowners during a period of high interest rates and that it is seeking eligibility to access the South Carolina Housing Trust Fund for home repairs because the trust is the only qualified entity in Beaufort‑Jasper to access those state funds.

Hicks also announced a solutions forum, \"Blueprint for Change,\" set for Sept. 24 and said the trust plans outreach, a land‑donation process and a phased funding approach. He said the trust had requested $7,000,000 in state earmarks but that the state withdrew earmarks for the legislative session.

Council action: amendment to intergovernmental agreement
After an executive session, council voted to approve a resolution authorizing the town to execute and deliver an amendment to the intergovernmental agreement among Beaufort County, Jasper County, the City of Beaufort, the City of Hardeeville, the Town of Port Royal, the Town of Bluffton and the Town of Hilton Head Island regarding the Beaufort Jasper Housing Trust. The motion was made and approved 7‑0.

Why it matters
The trust coordinates regional affordable and workforce housing efforts across Beaufort and Jasper counties. Town officials said the amendment will update the town’s formal participation in the trust and allow the town to continue working with the multi‑jurisdictional entity to direct grant dollars, preserve units and support new construction and home‑repair programs.

Selected details Hicks provided
- Loan: $500,000 loan to a new 64‑unit senior housing project in Beaufort County; occupancy expected after construction completion around August–September.
- Grants: 14 applications received; eight awards made; several grantees with service areas that include Hilton Head Island.
- Home repair: highest ongoing demand; grant recipients reported waiting lists and near‑exhaustion of allocated funds.
- Homeownership assistance: 17 new homeowners assisted via first‑time homebuyer programs in the trust’s first year.
- Policy and outreach: the trust is developing a land‑donation process, outreach and advocacy committee and a Sept. 24 solutions forum; seeking access to the South Carolina Housing Trust Fund.

Public and council questions during the presentation asked what specific steps the town could take to help the trust, noted issues such as heirs’ property, and sought clarity on geographic service areas. Hicks urged local dialogue and said the trust is open to locally tailored approaches for Hilton Head Island.

Provenance: Hicks’s presentation runs from about 00:16:21 through 00:26:43 of the meeting transcript; the council vote authorizing the intergovernmental‑agreement amendment appears in executive session at about 04:07:25 and was adopted 7‑0.

Ending: With council approval of the IGA amendment, town staff and trust representatives said they plan to continue coordinating grant cycles, pursue state trust‑fund access and bring implementation details back to council as programs and funding become available.","Beaufort Jasper Housing Trust described a year of grants, a $500,000 loan to a 64‑unit senior development, drought of repair funding and plans to seek South Carolina Housing Trust Fund access; council later approved a resolution amending the intergovernmental agreement with Beaufort Jasper Housing Trust (7‑0) in executive session.","actionData","errors"]

Article not found

Hilton Head tourism bureau reports a modest Q3 dip, shifts strategy to work with AI and search engines

Hilton Head officials to refine corridor master plan after county directs $80M to new bridge

Town Council approves FY26 budget, zoning and property purchases; votes at a glance

Beaufort Jasper Housing Trust reports loans, home‑repair demand; Hilton Head approves IGA amendment