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Aiken council advances first reading of 2% hospitality tax and OKs $220,000 tourism marketing contract
Summary
In a unanimous first-reading vote June 22, the Aiken City Council advanced an ordinance to add a 2% local hospitality tax (an additional 1%) and approved a one-year, $220,000 contract with Advance Travel and Tourism to expand Visit Aiken marketing. Council scheduled a public hearing for July 27 and asked staff for clearer public plans linking revenues to parks, tournaments and downtown infrastructure.
The Aiken City Council on June 22 approved first reading of an ordinance to increase the city's local hospitality tax by 1 percentage point, bringing the local rate to 2%, and authorized a one-year, $220,000 contract with Advance Travel and Tourism to handle Visit Aiken marketing.
The proposal is framed by staff as a way to fund parks, recreation and tourism initiatives while directing a portion of revenue toward downtown infrastructure and visitor services. City staff said the tax is timed with expected hotel development downtown and a planned parking deck tied to the Oliver Hospitality Group development. City attorney/staff presented the proposal and council voted to advance it to the required second reading and public hearing.
Graham Hall, chair of the city recreation commission, told council the tax is common among nearby municipalities and that the revenue can help restore tournaments and youth events that produce "heads in beds" and local spending. "When we travel to other municipalities in the state, we pay this 2% hospitality tax," Hall said, urging council to use proceeds to expand recreation capacity and attract regional events.
Several council members said they supported advancing the ordinance but want a clearer, public-facing plan showing how the new revenue will be allocated. One council member said the public deserves "exact information" on what the increase would fund and asked staff to publish a detailed plan before the second reading. The mayor and staff committed to a public hearing set for July 27 at 5:30 p.m. and to additional outreach and materials for residents.
Separately, council approved a one-year marketing agreement with Advance Travel and Tourism for $220,000 to expand advertising and promotional work beyond the local drive market. Aaron Gordon, the city's tourism manager, told council the contract covers creative development and placement targeted at personas such as families, couples and event travelers and that the firm's scale allows broader placement than the city has purchased in the past.
Council members asked for a clearer financial breakdown and regular reports tying marketing spending to accommodations tax receipts and visitor metrics. Gordon said staff will prepare an annual report of tourism activities and is available to present more detailed campaign and budget breakdowns to the council upon request.
The measure advanced on first reading; council directed staff to hold outreach sessions and a public hearing before a final vote on the ordinance.
