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Chamber presents FY26 marketing plan; ATAC votes to forward recommendation to town council
Summary
The Hilton Head Island-Bluffton Chamber of Commerce presented its destination marketing plan, 2024 metrics and proposed FY26 strategy; the Accommodation Tax Advisory Committee voted to recommend the DMO's plan and budget be forwarded to town council for consideration.
The Hilton Head Island-Bluffton Chamber of Commerce's visitor-and-conventions staff presented its 2024 performance review and a proposed fiscal-year 2026 marketing plan to the Beaufort County Accommodation Tax Advisory Committee on April 3. Ariana Pernice, vice president of the chamber's visitor and convention bureau, outlined five strategic pillars ' ecotourism, history, arts and culture, recreation and wellness ' and said the DMO aligns those goals with the town's 20-year comprehensive plan and an annual marketing council process.
"We are a welcoming world-class community, embracing nature, culture, and economic vibrancy for residents and visitors," Pernice said, summarizing the DMO's mission. Pernice walked the committee through audience targeting, content themes and distribution channels that drive engagement back to the destination website and local businesses.
Committee members asked detailed questions about performance metrics, media impressions and how the DMO measures economic impact. Charlie Clark, the DMO's public-relations lead, explained the PR firm Weber Shandwick and broadcast monitoring tools are used to compile impression and coverage reports.
After the presentation the chair opened the floor for discussion. With no substantive objections, a committee member moved and the committee seconded a recommendation that the marketing plan and associated budget be forwarded to town council. The committee approved the motion by voice/hand raise.
