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TDC staff reports show mixed lodging metrics, rising web engagement and a busy 2026 sports calendar
Summary
TDC staff reported November lodging metrics trended negative year‑over‑year while fiscal year collections rose; marketing and website engagement improved (about 73,000 impressions and 3,000 engagements Oct–Dec) and sports/events staff reported 65 confirmed events for 2026 including regional tournaments and state Babe Ruth competitions.
TDC staff briefed the council on financial and program metrics and on booking activity for 2026. On lodging taxes and STR performance, staff said November comparisons showed Columbia County tracking negative versus November last year—a statewide trend—though fiscal year collections were up, in part because new hotels opened in the jurisdiction.
Marketing staff reviewed social metrics: Facebook gained 79 followers, Instagram gained 27, and the site recorded roughly 73,000 impressions and about 3,000 engagements for Oct–Dec. Staff said the new website’s average engagement time rose above 30 seconds and year‑to‑date top posts and engagement were driving additional traffic.
Events and sports staff laid out a busy schedule for 2026: adult and youth softball and baseball tournaments (including Babe Ruth state and district tournaments), a college soccer tournament and other events. Staff reported 65 confirmed events for 2026 so far and noted organizers are booking national-brand tournaments and state-level competitions that could bring visitors to Columbia County.
Staff closed the reports by flagging upcoming community events (Martin Luther King Jr. brunch and parade, Alessi Festival 5K, Florida Gateway Pro Rodeo) and noting operational details such as school‑centered field‑day events that are not open to the public.
No formal board action was recorded on the marketing or sports reports; staff will continue to track metrics and report back.
