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Council approves $3.7M DMO marketing plan amid debate over core values and transparency
Summary
The council approved the town's FY2027 DMO marketing plan and budget (town share $3.7 million) after presentations from the chamber and debate about metrics, pillar language, and expense allocation; one councilmember unsuccessfully moved an amendment to restore contract language.
Council approved a resolution on June 9 to adopt the destination marketing organization (DMO) FY2027 marketing plan, budget and industry metrics that will govern use of the town's 30% ATAX (accommodations tax) allocation for the coming year. The package the DMO presented is built on an expected $3.7 million allocation to the town and includes targeted digital advertising, a golf lead microsite, social engagement work and metrics reporting.
Ariana Pernice, representing the Hilton Head Island‑Bluffton Chamber (the designated DMO), described the plan and the strategy for converting visits through a marketing funnel that starts at awareness and moves to intent and conversion. The plan allocates $100,000 toward golf-related paid digital ads and microsite maintenance and earmarks funds for social media, marquee events, and research to measure engagement and event impact.
Council debate focused on transparency and whether the marketing materials and "visitor-facing" pillars align strictly with the five core values that the town's contract requires (ecotourism, arts & culture, history & heritage, recreation & wellness, culinary). Councilmember Bryson moved to amend page 16 of the marketing plan to restore those five core values as controlling language in the plan; the motion failed for lack of a second. Bryson said she feared the proposed visitor‑facing pillars could dilute contractual obligations to emphasize the town's core cultural and environmental priorities.
Public commenter Skip Hoagland renewed broad allegations questioning the chamber's use of tax funds; the council and DMO presenters noted that the new contract provides greater reporting and that this is the first year under the revised procurement and reporting framework. Councilmembers asked for more line‑item allocation detail and for the DMO to show how large organization expenses are allocated to the town's 30% share.
Vote: The council approved the DMO marketing plan, budget and metrics by a 5-1 vote. Several councilmembers urged ongoing review and more granular financial allocation reporting in the coming months.
What to watch next: Councilmembers asked the DMO and town finance staff to provide more detailed allocation methodologies, travel and expense breakdowns, and clearer metrics that map spending to measurable outcomes for the town's 30% share.
