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Arts groups tell ATAX committee audiences and education programs drive visitor stays
Summary
Hilton Head arts organizations told the Accommodation Tax Advisory Committee they are expanding audiences, education outreach and regional marketing and asked the committee to maintain or increase ATAX support to sustain tourism-driven programming.
Blake White, founding artistic and executive director of Lean Ensemble Theatre, told the Accommodation Tax Advisory Committee on Oct. 24 that the company is seeing renewed audience growth and expanding outreach to students. “We are once again off to a good start for the current season, running ahead of last season with individual ticket sales by just over 18%,” White said, and noted the ensemble’s Unbound outreach reaches about 1,000 students this fiscal year.
The Art Center of Coastal Carolina said its fall presentation and marketing programs drew nearly 49,000 attendees across ATAX‑eligible events in fiscal 2024. Jeffrey Reeves, president and CEO, told the committee that 28% of that attendance came from beyond 50 miles and another 33% from off‑island visitors, figures he said support the center’s request for $447,000 in ATAX funding for tourism programming and marketing in 2025. “Our 2025 grant request is $447,000,” Reeves said, adding the center’s FY24 grant spend produced measured economic returns, which Reeves described using the town’s Americans for the Arts factors.
Laurie Finger, speaking for the Hilton Head Dance Theatre, outlined plans for the organization’s 40th anniversary season and asked for a $23,000 ATAX allocation to support marketing and outreach for a season that includes The Nutcracker and spring performances. Finger emphasized long-standing partnerships with other cultural groups and volunteer‑run operations.
Committee members asked presenters for supporting detail about marketing line items, ticketing breakdowns and how organizations track tourists vs. residents. Art Center representatives said the ticketing system provides ZIP code and transaction data; White cautioned that box‑office ZIP capture may undercount tourists when a local purchaser places a multi-ticket transaction. Several committee members said those methodological notes would inform award recommendations.
The committee did not make any final awards in the hearing; members said staff and applicants should provide clarifying budget breakdowns before recommendations are finalized at the next meeting.
