Get Full Government Meeting Transcripts, Videos, & Alerts Forever!
Get email alerts on the Tourism Marketing topic
No spam. Unsubscribe anytime.
MAC hears TDA report: Wrightsville Beach occupancy tax up, brand study to run through FY27; town asked for strategic plan
Summary
At a Jan. 21 MAC meeting, the TDA said Wrightsville Beach room occupancy tax collections were up year-over-year, highlighted digital marketing gains and a planned 12–18 month brand study, and the committee requested a strategic plan from the Town of Wrightsville Beach ahead of an April budget presentation.
At its Jan. 21 meeting, the MAC heard from the TDA that Wrightsville Beach’s collections from the room occupancy tax were up compared with last year and that the authority is shifting paid‑media dollars toward in‑state, shoulder‑season audiences to attract more intentional visitors.
The TDA reported that paid search accounted for much of its fall marketing performance and that holiday engagement for Wrightsville Beach grew "over 100%," increasing reach and user engagement. The authority also described content work under way, including building a content library, increasing post frequency on Facebook and TikTok, and implementing AI and SEO searches to improve discovery.
The TDA outlined plans for a brand study that it said will take at least 12 to 18 months and is expected to run through fiscal year 2027. The study will be conducted across the TDA and include contributions from individual beach communities; the TDA said it will budget the necessary amount but did not provide a dollar figure.
Committee member Matthew Roberts raised concerns about conducting a brand study for Wrightsville Beach while the town undergoes a bridge replacement project, saying the infrastructure work could affect perceptions and study results. The minutes record his concern but do not show a formal response or a decision to delay the study.
The MAC asked the Town of Wrightsville Beach to provide a strategic plan addressing "who are we, what is the goal, how do we want to grow" so the TDA and the town can coordinate efforts rather than work at cross purposes. The committee scheduled an April meeting on April 22 from 3 to 4 p.m. for a budget and plan presentation. No votes or formal actions were recorded in the minutes.
Next steps: the TDA will proceed with the marketing and brand‑study planning; the Town of Wrightsville Beach was asked to submit a strategic plan ahead of the April budget and plan presentation.
