Mar 31, 2026 Town Council Special Meeting and Workshop

[1. Call to Order ]

[00:00:05]

GOOD AFTERNOON. I LIKE TO CALL THIS TOWN COUNCIL SPECIAL MEETING AND WORKSHOP TO ORDER ON TUESDAY MARCH 31ST TO MARCH 31ST 2026 WE HAVE A MOTION TO ADOPT THE

[2. Adoption of the Agenda ]

[3. Unfinished Business ]

ONE IS THE CAPITAL FUND AMENDMENT AND WE'RE GOING THROUGH THE BUDGET TO CARRY FORWARD ADJUSTMENTS IS THE FIRST ITEM WHICH IS JUST UNDER $6 MILLION AND THAT OUR PROJECTS ARE CARRIED OVER FROM 2025 INTO 26 THAT WERE NOT BUDGETED FOR AND 26 THAT WE THOUGHT WOULD BE COMPLETED IN 25. THE SECOND ONE OUR NEW CAPITAL IMPROVEMENT OF AROUND $4 MILLION FOR 26 THAT HAVE RISEN SINCE THE BUDGET DEVELOPMENT.

THE BIG CHUNK OF THAT IS POSTAL SERVICE WE DISCUSSED FOR THE NORTHPOINT DEVELOPMENT AGREEMENT. THERE ARE SIX LAND PROJECTS TOTALING $10 MILLION THAT WE WENT THROUGH THE DETAIL OF LAST LAST TIME AND THEN NUMBER FOUR IS THE GENERAL OBLIGATION ON BOND PROCEEDS OF UP TO $35 MILLION THAT IS A PART OF THIS AMENDMENT AS WELL AS THE SPECIAL REVENUE BOND PROCEEDS AS WELL FOR $19 MILLION WHICH CLOSED IN DECEMBER OF LAST.

THE SECOND FUND IS THE DEBT SERVICE FUND AMENDMENTS THAT'S POINT 2 MILLION.

MOST OF THAT IS THE FIRST PAYMENT OF THE GEO BOND UTILIZING THE EXISTING IN THE DEBT SERVICE FUND OF AROUND $12 MILLION, GETTING THAT TARGET NUMBER DOWN TO 2.5 MILLION AND THEN WE HAVE THE GENERAL FUND TOTALING 600,000 WITH THE MAJORITY OF THAT BEING INVESTMENTS THAT WE ARE MAKING AS A RESULT OF THE ORDINANCE THAT WAS COMPLETED LAST FALL FOR A SHORT TERM RENTAL PROGRAM FOR 75,000 AND THAT'S GOING TO COVER INCREMENTAL PEOPLE COST EQUIPMENT COSTS AND OTHER OPERATING COSTS. AND ADDITION TO THAT WE'VE AN UPDATE TO THE SCHEDULE GOING FROM 250 PER LICENSE TO 150 PER BEDROOM WITH A $250 LENGTHY FOR 2026 CALENDAR YEAR ONLY AFTER 15TH. THAT'S IT.

THANK YOU TO HAVE A MOTION ON THE TABLE AMEND SECOND BILL THE FIRST AND THE SECOND AND IT IS COMMITTED BY SIGN UP FOR PUBLIC COMMENT ON THIS AGENDA ITEM. YES SIR WE HAVE SKIP ONE SO AS A FRIEND BEHIND YOU ONCE TOLD ME IF YOU WANT TO STOP CORRUPTION IF IF YOU DON'T CHASE A HANDLE YOU FOLLOW THE MONEY NOT THE IDEA COMBINED WITH WORK AND LEADERSHIP OF ELON MUSK TO THE CREATION OF CITY DOGE DOT COM PLATFORM WHICH THIS IS A FUNNY BLOCKCHAIN AND IT'S A FIRM NO CENTRAL PART OF THIS ROOM NO ONE CAN COUNT AS OUR BUDGETS YEAR END ORDERS AND FINANCIAL NUMBERS AUDITORS HIRED BY EMPLOYEES ONLY AUDIT THE NUMBERS THEY ARE GIVEN. THE AUDITORS THEMSELVES ADMITTED THE AUDITORS DO NOT ARE NOT WHITE UP IN A COVERED CRIMINAL FRAUD INVOLVING ALLEN PERRY ALONG SIDE OF CHAMBERS SO SHE FILED COMPLAINT REVIEWED AN 80% OF THE FEES FOR THEM THE STATEMENT IT'S ALL IN ALL THE AWFUL ACCOUNT OF CHAMBER BALL PRESUMABLY AT NO COST IF WE ARE GOLDCORP'S LEGAL AND ADMINISTRATIVE PROTOCOLS 600 BILLION FUNDING TO OUR TOWN HARVARD STEM PRIVATE GATED COMMUNITY IS AN EXPENSE NOT TAXPAYERS.

THIS WAS ALSO A VIOLATION OF SOUTH CAROLINA CONSTITUTIONAL LAW USING PUBLIC MONIES FOR PRIVATE PURPOSES THAT DOES NOT BENEFIT THE GOOD REASON AND USE SAME FOR THE HERITAGE GOLF CLASSIC SPONSORSHIP WITH OUR CORPORATIONS NOT TOWN TAXPAYER OUR DEMAND OUR CITY AND COUNTY COUNCILS AND INDEPENDENT VOLUNTEER CPA IS TO ALL OUR MUNICIPAL AND COUNTY COMMITTEES CREATING A SIMPLE APPROVED DODGE FINANCE COMMITTEE SO BUDGETING, SPENDING AUDITS INDEPENDENTLY REVIEWED AND REPORT DIRECTLY TO ELECTED OFFICIALS WHO WOULD SERVE TAXPAYERS AS THEIR FIDUCIARY AND PROXY NOT HELD LAWYER MANAGERS AND EMPLOYEES MANY WHO ENGAGING IN WRONGDOING ENSURE YOU REPORT PUTTING INDEPENDENT

[00:05:04]

THAT'S ALL. THAT'S ALL WE HAVE. THAT'S ALL HAVE DISCUSSION FROM COUNCIL QUESTIONS CONCERNS TONNER I DO HAVE A QUESTION. OH THERE YOU ARE.

HELLO. AND IT HAS TO DO WITH THE BUDGET IT CARRIES FORWARD OF ALMOST $6 MILLION. SO OUTLINED WHICH FUNDS THAT THAT WOULD COME FROM SO I'M ASSUMING THIS MEANS THEN WE WOULD BE TRANSFERRING FROM FUNDS FROM THOSE CATEGORIES TO PAY FOR THIS. AND SO I ASSUME MEANS THAT IN THE PRIOR FISCAL YEAR EVEN THOUGH WE HAD PLANNED TO SPEND THAT MUCH MONEY WE HAD NOT TRANSFERRED THAT MONEY INTO.

THAT'S RIGHT. OKAY. THANK YOU.

THAT'S JUST WHAT I WANTED TO KNOW. I WANTED TO MAKE SURE WE WEREN'T TRANSFERRING TWICE. ALL RIGHT. THANK YOU.

OTHER QUESTIONS COMMENTS, CONCERNS AND WE HAVE A FIRST PLAN AS FAR AS THE SECOND ONE, MR. ASHFORD FOR CONSIDERATION OF AN ORDINANCE OUT OF HILTON HEAD TOWN COUNCIL TO AMEND THE BUDGET OUR FISCAL YEAR ENDING JUNE 30TH 2026 PROVIDE FOR THE BUDGET APPROPRIATIONS THE PRIOR YEAR BUDGET RULE FORWARD AND CERTAIN OTHER APPROPRIATIONS AND COMMITMENTS AND THE EXPENDITURES OF CERTAIN FUNDS TO ALLOCATE THE SOURCES OF REVENUE FOR THE SAID FUNDS AND PROVIDE FOR SEVERABILITY AND AN EFFECTIVE DATE. ALL THOSE IN FAVOR SIGNIFY BY

[4. Workshop Discussion ]

BEFORE WE GET STARTED I JUST WANT TO THANK EVERYBODY AT THE TABLE TODAY.

THIS IS A FIRST THIS IS NEW AND THIS IS GOING TO BE EXCITING AND THIS IS WE BRING THINGS TO THE COMMUNITY INTO FRUITION AND WORK TOGETHER FOR THE BETTERMENT OF OUR COMMUNITY.

SO I APPLAUD EVERYBODY HERE AND HAVING GOT TO THIS POINT TODAY IT IS A NEW DAY AND I LOOK FORWARD TO THE FUTURE SO. MR. ORLANDO, I'LL TURN IT OVER TO YOU REAL QUICK.

THANKS. MAYOR PERRY, MEMBERS OF COUNCIL WELCOME TO WELL WELCOME TO BILL MILES AND TEAM TO GO OVER THE DEMO MARKETING PLAN BUDGET AND INDUSTRY METRICS I KNOW THAT THE BILL AND COMPANY HAVE A PRESENTATION SO MAYOR PERRY WITH FURTHER ADO I FEEL LIKE THE FLOOR IS THEIRS THEIR PRESENTATION AWESOME GREAT AHEAD EVERYBODY AND WELL SAID EXCITED TO BE HERE AND WE CERTAINLY I'M AN EFFORT TO PREPARE AND I PUT IT ON THIS MEETING WITH THE TOWN HIS HELP AND SUPPORT AS WELL AS ASSISTANT TOWN MANAGER BEING ABLE TO BRING SOMETHING TO YOU THAT IS GOING TO BE VERY INTERESTING AND INFORMATIVE ALSO WE'RE WHAT 16, 17 DAYS AWAY FROM THE RBC HERITAGE AND WHAT A GREAT TIME OF YEAR IT AND THAT HUNDRED AND $35 MILLION ECONOMIC IMPACT THAT IT BRINGS TO THE COMMUNITY.

SO I KNOW THAT YOU ME AND OUR TEAM AND IN THE EXCITEMENT ABOUT THAT QUICKLY I'D JUST LIKE TO INTRODUCE TO YOU WHO'S WITH US TODAY AND FIRST OF ALL I'LL START WITH ANDY MCCOLLUM THERE ANDY IS THE CEO OF VERB AND VERB INTERACTIVE HAS BEEN FOR ABOUT THE LAST 22 YEARS.

SO WE'RE DELIGHTED TO HAVE JUST TO TELL YOU A LITTLE BIT ABOUT VERB INTERACTIVE HAVE APPROXIMATELY 265 EMPLOYEES BUT I THINK FIVE OF THOSE ARE BASED IN NEW YORK AND WORK WITH OTHER BRANDS SUCH AS STARWOOD, BERMUDA AND DESTINATION CANADA JUST TO NAME A FEW OF THOSE.

SO WE FEEL LIKE WE'RE IN VERY, VERY GOOD COMPANY WITH ANDY AND HIS TEAM ALSO LIKE TO INTRODUCE STEPHANIE MCGRATH AND STEPHANIE IS ON THE FRONT ROW OVER THERE STEPHANIE IS THE CHIEF STRATEGY OFFICER WITH VERB AND SHE'S BEEN THERE ABOUT NINE YEARS WITH THEM AND SO SHE'S BEEN AN INTEGRAL PART OF OUR EFFORTS AS WE MOVE FORWARD. ALSO PLEASED TO HAVE ARIANNA, HER NIECE ARI'S BEEN ON THE TEAM NOW FOR JUST OVER A LITTLE OVER 11 YEARS.

ARI CAME TO US FROM JETBLUE. WE HAD THE OPPORTUNITY TO MEET WHEN WE WERE INVOLVED IN RECRUITING AIRLINES TO THE SAVANNAH HILTON AT THE INTERNATIONAL AIRPORT AND WITH THE IT WAS AS IF WHEN WE WERE GOING TO WORK TOGETHER WITH ARI IT WAS WHEN AND THEN FINALLY SHE AND HER FAMILY MADE THE DECISION TO MOVE TO HILTON HEAD ISLAND.

ALSO LIKE TO MENTION CHARLIE CLARK. CHARLIE IS OUR PRESIDENT OF COMMUNICATIONS AND SHE'S BEEN WITH US WITH THE TEAM NOW FOR CLOSE TO 25 YEARS AND CONTINUES TO DO A A STELLAR JOB FAIRLY NEW FACE BUT NOT THAT NEW ANYMORE AT THE TABLE THIS

[00:10:01]

ONE IS TRENT WILLIAMSON AND TRENT IS OUR VICE PRESIDENT OF MEMBERSHIP AND INNOVATION AND THEN I THINK TOM HANS IS THERE'S TOM HE'S OUR VICE PRESIDENT OF SMALL BUSINESS AS WELL AS ADVOCACY AND I'M PLEASED TO SEE A CHAIR OF OUR MARKETING COUNCIL THERE, BOB COSGROVE BOB'S THE GENERAL MANAGER THE SONESTA RESORT RECENTLY REMODELED WITH THE LARGE INVESTMENT GOING INTO THAT SO THAT'S THE TEAM HERE TODAY AND THANKS FOR GIVING ME THE OPPORTUNITY TO INTRODUCE THEM YOU KNOW AS WE START I THINK IT'S IMPORTANT THAT WE SET JUST A FEW PARAMETERS AND SPEAKING OF WHICH, I THINK NEEDS TO BE SAID THAT WE AS AN ORGANIZATION AND WE AS A COMMUNITY AND USE THE TOWN GOVERNMENT I'VE ALWAYS BEEN VERY INTENTIONAL HOW WE GO TO ABOUT WHAT OUR APPROACH IS TOURISM AND IT'S NEVER BEEN ABOUT JUST MORE GROWTH FOR MORE GROWTH BUT IT'S MORE GROWTH FOR ECONOMIC VALUE AND ALSO VALUE TO OUR RESIDENTS FOR THEM TO SEE THAT AS WELL AND YOU'RE GOING TO SEE A NUMBER OF DATA POINTS IN THE SLIDES AHEAD. BUT REMEMBER THAT BEHIND EVERY DATA POINT AND THE SLIDES THE STORY IS SO MUCH BIGGER AND THERE'S A STORY ABOUT EACH OF AND THE PEOPLE THAT MAKE UP WHAT TOURISM IS WHAT HILTON IRELAND IS WHO HILTON AND I HEAD HILTON HEAD ISLAND IS SO ABOUT SMALL SMALL BUSINESSES IT'S JOBS IT'S THE COMMUNITY AND OVERALL WE HAVE A VERY, VERY STRONG ECONOMY SO OUR GOALS FOR THE DAY OR GOALS FOR THE MEETING PRETTY SIMPLE IT'S ABOUT PARTNERSHIP INPUT AND COLLABORATION AND THIS IS GOING TO BE A GROUP EFFORT GROUP PRESENTATION. SO AS WE LOOK HERE AT THE AGENDA WE'RE GOING TO TALK ABOUT THROUGH THE BUDGET, OUR CONTRACT ALIGNMENT KEY REQUIREMENTS TIED TO THE FINANCIAL OVERSIGHT AND MARKETING STRATEGY AND THEN WE'LL HAVE A DISCUSSION ALONG THE WAY AND IT UP WITH ANY ADDITIONAL QUESTIONS AND HOPEFULLY THAT WE'LL ALL LEAVE THE ROOM TODAY WITH WANT A BETTER UNDERSTANDING OF OF TOURISM THE MARKETING EFFORTS BUT THEN WE WERE EQUALLY AS IMPORTANT IS THAT WE'RE ALL ALIGNED OUGHT TO BE IMPORTANT JUST TO TAKE A QUICK QUICK LOOK AT WHAT TOURISM MEANS TO THE UNITED STATES WE ALL KNOW TOURISM MATTERS WE WE SEE IT WE FEEL AND WE LOVE IT. WE LIVE IT HERE EACH AND EVERY DAY. BUT WHEN YOU STEP BACK LOOK AT THE NATIONAL PICTURE, THE SIZE IMPACT OF THE TOURISM INDUSTRY IS PRETTY REMARKABLE AND YOU THINK ABOUT 1.3 TRILLION IN TRAVEL SPENDING. ANOTHER NUMBER THERE THAT POPPED OUT BECAUSE I KNOW IT'S A LARGE FOR US LOCALLY AS WELL IS THAT 89 BILLION IN STATE LOCAL TAX REVENUE PRETTY NUMBERS. WE'LL TURN THE PAGE AND LOOK AT WHAT IT REALLY MEANS TO TO HILTON HEAD ISLAND. WE'LL SEE THAT THE TOURISM ECONOMY HERE MEANS 3.95 BILLION IN OVERALL ECONOMIC AND INDIRECT SPENDING. SO THE BOTTOM LINE IS ONE VISITOR DOLLAR CREATES MULTIPLE LAYERS OF ECONOMIC IMPACT ACROSS HILTON HEAD ISLAND.

WHEN YOU LOOK AT SOME OF THE NUMBERS HERE, YOU KNOW $4,949 MILLION COLLECTED IN TAX REVENUE FOR ACCOMMODATIONS TAX EACH TAX, BEACH PRESERVATIONS FEES.

I THOUGHT IT WAS INTERESTING THAT I DON'T HAVE IT ON HERE BUT FOR BUSINESS LICENSE FEES IT'S BUDGETED FOR THIS YEAR IF I REMEMBER CORRECTLY AT ABOUT $13.5 MILLION AND THAT WHICH IS I THINK EQUATES TO ABOUT A THIRD OF THE TOWN BUDGET THAT ALSO ON BUSINESS LICENSES WE'RE PROUD TO HAVE A BUSINESS LICENSE AND THAT NUMBER IS 4633 AND EXPIRES ON APRIL 30TH OF 2027 THIS IS AND THEN IT'S IMPORTANT TO NOTE THAT NOT ALL DESTINATIONS COMPETE ON THE SAME SCALE. SO WHAT WE'RE GOING TO SHOW YOU HERE IS HOW DIFFERENT DESTINATIONS DIFFER IN FUNDING AND FEES. IT'S GOING TO BE HELPFUL TO STEP BACK AND LOOK AT THE PLAYING THIS NEXT SLIDE HERE YOU'RE GOING TO SEE A CLEAR PICTURE OF SCALE AND HE'LL BE AN ISLAND. HOW WE CONTINUE TO DELIVER A STRONG RESULTS WITH, A FOCUSED AND DISCIPLINED APPROACH. YOU'RE ALSO GOING TO PROVIDE A LOOK AT OTHER DESTINATIONS BUDGETS SO YOU CAN SEE FROM COLOMBIA AT SIX AND A HALF MILLION DOWN TO CHARLESTON AT $24 MILLION. YOU'LL ALSO SEE THERE THE NUMBER OF FTE EES FOR EACH ORGANIZATION AND I THINK THIS ALSO DEMONSTRATES THAT OUR

[00:15:06]

THEIR NUMBERS ARE JUST OFF THE CHARTS IN REVENUE AND SO WE DIDN'T THINK IT WOULD BE OF ANY REAL GREAT NEED TO INCLUDE THAT IN HERE. SO THE HIGHER THE NUMBER THE GREATER THE EFFICIENCY OF OUR STAFF AND THE FEWER FTE AND FEWER FTE THE MOST OF OUR PEERS . ALL RIGHT. LET'S TAKE A LOOK AT THE THE BUDGET. AND SO LOOKING AT THIS, SEE THAT OUR OVERALL BUDGET FOR THE ENTIRE ORGANIZATION IS $12,230,000 OF THAT 3,000,700 IS WHAT IS BUDGETED FROM THE STATE COLLECTED EIGHT TAX DOLLARS FOR THIS COMING FISCAL YEAR.

YOU'LL ALSO SEE THERE OTHER REVENUE SOURCES PARTICULARLY THAT OF PRIVATE FUNDING WHICH IS VERY CLOSE TO $5 MILLION AND THEN WE'LL GO THROUGH EACH OF THE OTHER CATEGORIES BUT YOU HAVE THOSE IN FRONT OF YOU AND CAN SEE THOSE THE I WILL TELL YOU THE PRIVATE SECTOR MATCH GO UP THAT THE DESTINATION FEE THAT'S COLLECTED BY THE HOTELS AND AS WELL AS OUR PRIVATE SECTOR OTHER WOULD INVOLVE VACATION PLANNER GROUP SALES AND THEN OTHER OTHER MARKETING PARTNERS AND PROGRAMS MOVING ON AND BREAKING DOWN THE BUDGET A LITTLE BIT YOU'LL HAVE HAD A CHANCE TO TO LOOK AT THIS AND WHAT I WANT TO POINT OUT IS ON THIS IS THAT THERE IS A COLUMN THAT YOU'LL SEE THERE THAT THAT IN WORKING WITH THE TERK BUDGET THAT WAS THAT WAS ASKED FOR OF US WE PROVIDED THAT INFORMATION I DO WANT TO NOTE THAT YOU WILL SEE A COUPLE OF COLUMNS BLANK AND ONE OF THOSE IS THE AMOUNT BUDGETED FOR 25 AND 26 AND WE SIMPLY DID NOT INCLUDE BECAUSE IN 2025 AND 2026 IS OUR BUDGET WASN'T IN THIS FORMAT WE DIDN'T THINK IT WOULD COMPARE APPLES TO APPLES AND CREATE REALLY CREATE CONFUSION BUT I WILL TAKE YOU TO OUR OUR AUDIT ANNUAL AUDIT WHICH IS RIGHT HERE AND THAT WILL GO THROUGH CATEGORY BY CATEGORY OF WHAT THAT EXPENSE IS AND I KNOW THAT WE'VE SHARED AN AUDIT WITH EACH AND EVERY ONE OF YOU AND THEN IF WE DID NOT PUT THE ACTUAL ACTUAL TO DATE IN THERE AND THE REASON THAT IS WE'RE ABOUT A 12TH THROUGH OUR BUDGET CYCLE AND WE DON'T HAVE THE INFORMATION TRACKING ON THAT BUT NEXT YEAR YOU'LL SEE BOTH COLUMNS FILLED OUT ON THE THIRD FORM.

ANY QUESTIONS THAT SO FAR THE QUESTIONS ON OUR COMMENT SO YES IT DOES NOT HAVE THE PRIOR YEAR'S NUMBER AND SO AND THAT ONE OF THE PIECES THAT WAS INCLUDED IN THE CONTRACT AND AND WHY IS THAT IMPORTANT KNOW A NUMBER IS A NUMBER WITHOUT SOMETHING TO COMPARE IT TO YOU KNOW IT'S JUST A NUMBER AND COMPARING IT TO SOMETHING YOU SOME RELATIVE NESS AND SO I BELIEVE IT'S IMPORTANT SEE HOW THESE NUMBERS COMPARED TO THE PRIOR YEARS SO WE CAN SEE HOW HAS YOUR STRATEGY SHIFTED IN REGARDS TO WHAT YOU WERE PLANNING ON SPENDING IN LAST YEAR'S BUDGET VERSUS THIS YEAR? AND SO I ACTUALLY SPENT QUITE A LOT OF TIME THIS WEEKEND TRYING TO PIECE IT TOGETHER YOU, KNOW MYSELF AND YOU KNOW I'M SURE I DIDN'T GET EVERYTHING RIGHT BUT IT INTERESTING TO SEE AND COMPARE IT AND SO I CHALLENGE TO TRY TO TRY TO DO THAT YOU KNOW THIS IS A WORKSHOP WORKSHOPS ARE USUALLY ITERATIVE PROCESS WHERE FEEDBACK IS PROVIDED THEN CHANGES AND UPDATES OCCUR AND I THINK IT WOULD BE VERY HELPFUL IF YOU COULD GO BACK AND TRY TO DO THAT. YOU KNOW IF YOU WANT TO TAKE A LOOK AT HOW I DID IT I'D CERTAINLY BE HAPPY TO SHARE THAT BUT IT WAS ENLIGHTENING TO ME BECAUSE AT THE END OF THE DAY YOU HAVE $200,000 LESS IN EXPENSES BASED OFF OF WHAT WAS COLLECTED IN A TAX. AND YOU KNOW AND AS YOU LOOK AT SHIFTS IN YOUR IN YOUR BUDGET, YOU KNOW, IT CREATES CONVERSATION, YOU KNOW, SO LIKE ONE OF THEM IS THE VACATION PLANNER LAST YEAR YOU SPENT TWO OR YOU BUDGETED SO WE DON'T HAVE THE ACTUALS YET THERE IS NEVER YOU BUDGETED $288,000 AND THIS YEAR YOU'RE BUDGETING $75,000 BECAUSE THE TOWN IS

[00:20:10]

AND SO I THINK THOSE KIND OF MESSAGE POINTS ARE IMPORTANT FOR THE PUBLIC AND FOR OUR TOWN MEMBERS TO KNOW AND UNDERSTAND. SO I APPRECIATE YOU KNOW, AS THERE'S A SERIES OF MEETINGS THE NEXT ONE I THINK IS THE ATX. IF YOU CAN TAKE A LOOK AT I UNDERSTAND THINGS ARE DIFFERENT BUT DO BEST AND YOU ALWAYS PUT NOTES ON THE BOTTOM WHAT YOUR ASSUMPTIONS WERE SO THAT WE CAN HAVE A GOOD QUALITY ABOUT THE SHIFT IN FUNDS.

I'LL TAKE IT. THANK YOU IN FIVE OR THANK YOU MR. MILES AND TEAMS I GUESS I SHOULD SAY TEAMS PLURAL THE CHAMBER TEAM AND ALSO IS IT BIRD BIRD I DIDN'T QUITE THANK YOU OR A DIFFERENT CONSONANT I FEEL LIKE I'M PLAYING MYRTLE IN IN YOUR END SO A COUPLE OF QUESTIONS ABOUT THE BUDGET. FIRST ITEM AND I ASKED THIS WHEN I THINK A LOCAL GOLF ORGANIZATION CAME BEFORE THE TAX COMMITTEE AND IN TOWN COUNCIL AND CONSIDERED IT AND THAT IS ITS OWN NUMBER ONE ONE BE GOLF MARKETING $100,000 AND I HAVE A LOT OF QUESTIONS ABOUT THE RELATIONSHIP BETWEEN THE DMO DOING MARKETING AND THAT GOLF ASSOCIATION AND THEY WERE NOT ANSWERED BEFORE THE TAX COMMITTEE NOR BEFORE THE TOWN COUNCIL SO CAN YOU EXPLAIN TO US HOW THAT WORKS AND THERE'S A MICROSITE DO YOU HAVE THAT MICROSITE THAT YOU CAN DISPLAY FOR US TODAY SO WE CAN SEE HOW THAT WORKS UP THE WEBSITE ON AND THAT'D BE FINE IF.

YOU COULD JUST TELL ME ABOUT THE NUMBER THOUGH. HOW DOES THAT COMPARE WITH THE NUMBER ALLOCATED THROUGH THE TAX COMMITTEE PROCESS AND THE TOWN APPROVES A SEPARATE COLUMN OF MONEY FROM THIS MONEY HERE. HOW DOES THAT WORK TOGETHER? OH, THAT'S A GOOD QUESTION.

THANK YOU ASKING AND HAPPY TO CLARIFY. SO JUST LIKE WE PARTNER WITH OUR EVENT PARTNERS THAT COME BEFORE YOU FOR TAX SEASON FESTIVAL CRESCENDO AND OTHERS AS WELL AS HOW WE PARTNER WITH OUR HOTELIERS ALL OF WHICH HAVE THEIR OWN ENTITY AND FUNDS TO PROMOTE THEIR OWN PRODUCT HOWEVER WE COME IN AND COMPLEMENT AND WE HAVE DEEP DISCUSSIONS WITH THEM TO SAY WHERE CAN WE HELP AMPLIFY OR COMPLEMENT THE EFFORT THAT YOU'RE DOING? BUT THERE IS NO DUPLICATION IN EFFORTS AND WHAT WE'RE DOING IS WE'RE TAKING BASED IN VARIES FROM PARTNER TO PARTNER TAKING WHAT THEIR NEEDS ARE IN THE CASE OF GOLF GOLF MARKETING REALLY NEEDED THE SUPPORT FROM THE WEBSITE COMPONENT OF THEIR EFFORT AND WITH THAT SEVERAL YEARS AGO AND AUDIENCE BEFORE I CAME ON BOARD HOW MANY YEARS AGO WAS THE MICROSITE HOW MANY YEARS OF IT'S BEEN QUITE LONG YES SO SEVERAL ITERATIONS OF THAT BUT WE CAME IN AND SAID HEY WE CAN DO A GREAT JOB KNOWING THAT WE HAVE THE DESTINATION WEBSITE THAT ISLAND OF WORK WE CAN BUILD UPON THAT IN THE STRENGTH THAT IT HAS TO BRING IN A TOP DRIVER DRIVER OF TOURISM THE DESTINATION KEEP IT TOP OF MIND AND SO IN THAT WE DO HELP THAT WE DO MANAGE THAT MICROSITE WE AND WE MANAGE THE DIGITAL THAT GO OUT TO BRING PEOPLE BACK TO THAT MICROSITE AND SO WITH THAT THAT'S HOW WE MANAGE THAT REQUEST OF $100,000 THERE THAT IS USED THAT YEAH THANKS FOR THE EXPLANATION I THINK IT'D BE GOOD FOR US TO HAVE SOME SORT OF REPORT ABOUT THAT BECAUSE BEEN A SOURCE OF DISCUSSION AND I'M NOT SURE WE HAVE THE FULL ANSWER YET FROM BOTH ORGANIZATIONS AS TO HOW THAT WORKS TOGETHER AND AND APPRECIATE YOU SAYING IT'S NOT A DUPLICATION OF EFFORTS BUT I THINK WE NEED TO SEE THAT BECAUSE THE ANSWER IS BEFORE I'VE SEEN IS THAT THERE IS SOME DUPLICATION AND THERE'S NOT CLEAR COORDINATION AND I'M JUST SAYING THIS BASED ON THE ANSWERS THAT HAVE BEEN GIVEN BEFORE. SO I THINK WE NEED MORE CLARIFICATION ABOUT HOW THAT WORKS. I CAN BUILD ON THAT IF IT HELPS TO CLARIFY THIS TO ADDRESS THE LEVEL OF COORDINATION BETWEEN BETWEEN THE OTHER GROUPS AND THE COURSES ON THE SITE ITSELF. SO THE MICROSITE FOR GOLF LIVES OFF OF HILTON HEAD ISLAND DOT ORG THE MOTHERSHIP FOR THE DESTINATION SO TO SPEAK SO THAT COMMANDS THE AUTHORITY ALL OF THAT GOLF CONTENT THERE FROM YOU KNOW AN AIG SEO PERSPECTIVE SEO PERSPECTIVE THE LEADS THAT ARE SENT TO THE PARTNER COURSES AND THE DIGITAL ADS THAT ARE REFERENCING THAT ARE RUN AGAINST THAT ON A MONTHLY BASIS THERE ARE COORDINATED EFFORTS BETWEEN OURSELVES ACTING ON BEHALF OF THE BCB AND THE OTHER KIND OF GOLF PARTNERS TO MAKE SURE THAT THERE ISN'T AN

[00:25:08]

AND SO IT SEEMS AS THOUGH THE THAT WAS REQUESTED THERE THAT WAS NOT APPROVED CAME BACK IN A DIFFERENT WAY KIND OF BACK DOOR. SO THERE'S A LOT OF QUESTIONS ABOUT HOW THAT HAPPENED AND I THINK IT'D BE VERY GOOD FOR US TO SEE HOW THE FLOW OF MONEY AND THE AGREEMENT WORKED BECAUSE RIGHT NOW I'M SORRY BUT IT'S STILL NOT CLEAR WE'RE HAPPY TO DO THAT AND THE OTHER QUESTION I HAVE ABOUT THE BUDGET IS UNDER MARKETING IS SUPPORT THROUGH I THINK IT'S EA UCB EVENT RESEARCH OR LOCAL EVENTS GROUND LEVEL SURVEYING FOR EVENT OF TENNIS AND TENNIS AND UNDER THE AGREEMENT AND ONE OF THE THINGS WE'RE GOING TO DO TODAY IS TO LOOK AT THE ALIGNMENT WITH THE NEW AGREEMENT AND THE PROPOSED MARKETING AND AGAIN ACTION EX X TO SEE OF THE AGREEMENT. THE MARKETING PLAN SHALL INCLUDE SPECIFIC LOCAL EVENTS THAT WILL BE PROMOTED AND ADVERTISED THROUGHOUT THE YEAR.

AND SO I THINK THERE'S ANOTHER PORTION OF THE PRESENTATION THAT DEALS WITH THAT BUT I JUST TO HIGHLIGHT THAT BECAUSE THAT'S PART OF THE BUDGET AND AND WE IN OUR PREVIOUS CONVERSATIONS WANT TO FOCUS ON WHAT ARE YOU DOING TO SUPPORT LOCAL COMMUNITY EVENTS AND WHAT DOES WHERE'S THE TIME BETWEEN MARKETING AND ATTENDANCE AND THAT WAS A CRITICAL METRIC THAT WE WANTED TO BE ABLE TO MEASURE REALIZING THAT THERE'S A DIFFERENCE MARKETING AND POINT OF SALE. BUT I LOOK FORWARD TO PART OF THE PRESENTATION BUT I DID WANT TO HIGHLIGHT THAT BECAUSE THAT'S INCLUDED IN THE BUDGET AND I THINK THE REST OF MY COLLEAGUES ARE TO TAKE A LOOK AT THAT WHEN WE GET TO THAT PART OF THE PRESENTATION, ANY OTHER COMMENTS OR QUESTIONS OR PEOPLE? ALL RIGHT.

SO ARE YOU COMFORTABLE NOW MOVING TO THE ADMINISTRATIVE FEE PORTION OF BUDGET? ALL RIGHT. LET'S TAKE A LOOK AT THAT SO THIS YEAR THE ADMINISTRATIVE FEE WHICH IS A REMINDER TO EVERYONE IS IS FUNDED BY THE 30% STATE ACCOMMODATIONS TAXES AND WE'RE PROJECTING THAT TO BE $1,010,657 WHICH REFLECTS A 4.4% DECREASE FROM LAST YEAR.

WHY IS THERE A DECREASE FROM LAST YEAR THIS YEAR THIS WE'RE WE'RE PROJECTING THAT IN THIS BUDGET THAT WE'RE TALKING ABOUT NOW FOR A TAX TO BE $3.7 BILLION LAST YEAR THEY WERE 3.8 AND THE YEAR BEFORE THAT THEY WERE 3.9. AND SO THAT'S WHY YOU WILL SEE A 4% DECREASE THIS BUDGET ALSO A 6.33 FTE AND IF YOU WANT TO BREAK THAT DOWN THOSE WOULD BE THREE FROM MANAGEMENT, EIGHT FROM SUPPORT FOR, FOUR FROM COMMUNICATIONS AND THREE FROM FINANCE AND ADVOCACY. SO YOU MIGHT DO THE MATH ON THAT AND SAY THAT'S GREATER THAN 6.33. BUT THE WAY WE LOOK AT IT IS THE WAY WE LOOK AT IT IS HOW MUCH TIME IS SHARED BETWEEN OUR RESOURCES NEEDS FOR CHAMBER OF COMMERCE AND VISITOR AND CONVENTION BUREAU. SO AS WE AS WE MOVE FORWARD YOU CAN SEE THAT WE'VE BROKEN IT DOWN BY BEING MANAGED MANAGEMENT AS WELL AS SUPPORT EXCEPT FOR ON THIS ON THIS YOU'RE ALSO GOING TO TO NOTE THAT WE HAVE 23 FULL TIME EMPLOYEES AT THE CHAMBER AND THEN WE EACH EACH IS LOOKED AT AND DETERMINED WHAT PERCENTAGE OF TIME GOES TO THAT RESOURCE.

SO WE'RE LOOKING AT IT FOR AN EXAMPLE IF WE WANTED TO LOOK AT FOR LET'S LOOK AT MANAGEMENT V

[00:30:03]

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

SO IN OTHER WORDS ARE BUDGETS HARDER FOR THE DESTINATION BY ALLOWING SIGNIFICANTLY MORE WORKING MEDIA TO BE OUT THERE HELPING US GET SOME WINS RATHER THAN UNNECESSARY ORGANIZATION OVERHEAD THAT IS NOT PART OF THAT. ANY QUESTIONS ON THAT? I THINK IT'S AN INTERESTING SLIDE NOT JUST COMPARING US TO OUR OUR COMPETITORS BUT ACROSS THE NATION. OKAY. WE'LL MOVING.

YEAH. THANKS, BILL. I THINK WE'RE IN A TRANSITION INTO THE SOFTER SIDE OF MARKETING WE'VE GONE THROUGH SOME FINANCES AND DETAILS OF THAT NATURE. BUT HOW DOES IT ALL WORK? HOW DO WE APPLY IT? BUT I THINK WE WANT TO START OFF WITH FACT THAT WE SPEND A LOT OF TIME TOGETHER.

WE DO WE SPEND A LOT OF TIME THE STAFF, THE TEAM HERE AT THE TOWN, OUR TEAM, OUR AGENCY OR BROKER YOU KNOW, WE HAVE A LOT OF TIME PERFORMED TO MAKE SURE WE'RE ALIGNED AND WE'RE PARTNERED. I HAVE THIS SLIDE BECAUSE IT REALLY DOES SHOWCASE THAT FIRST AND FOREMOST AS LONG AS I'VE BEEN HERE WE'VE REALLY BEEN TALKING I THINK PRETTY LOUDLY ABOUT THE FACT WE PUT RESIDENTS, OUR COMMUNITY AND OUR BUSINESSES FIRST.

RIGHT. IF WE DON'T HAVE THAT THEN I THINK THAT'S WHERE WE EVEN

[00:35:03]

THAT WAS A LOT OF PARTNERED UP AND THERE WE HAVE OUR DEMO MARKETING WHICH IS AN ANNUAL PLAN WE HAVE AN ORGANIZATIONAL STRATEGIC PLAN THREE YEARS AS WELL AS OUR TEN YEAR MANAGEMENT PLAN THAT COMPLEMENTS THE COMPREHENSIVE PLAN FOR THE TOWN.

SO AGAIN ARE LAYERED AND IN SUPPORT AND IN LOCKSTEP WITH THE TOWN THROUGHOUT THE CONVERSATION OF TOURISM TO THIS DESTINATION. AGAIN WE JUST TALK A LITTLE BIT FURTHER HERE ABOUT THOSE THREE PLANS FOR THE DMO DESTINATION MARKETING ORGANIZATION AS A MANAGEMENT PLAN. YOU KNOW WE TOOK THE APPROACH TO THE MANAGEMENT PLAN AS THE DESTINATION AS A COMMUNITY WE HAVE WE ARE PLANNED WE'RE NOT SITTING HERE AS A NEW DESTINATION. I'M LOOKING TO SEE HOW WE CAN GROW AND DEVELOP WE ARE MATURE IN OUR EFFORTS AND THIS PLAN HELPS GUIDE US TO BE RESPONSIBLE WHEN IT REGARDS TO TOURISM AND IN PARTNERSHIP WITH THE TOWN FOR THE TEN YEARS THIS RUNS THROUGH 2031 AGAIN WE TAKE THOSE INSIGHTS WE WORK THROUGH THAT INTERNAL STRATEGIC PLAN THAT GIVES GUIDANCE FOR THREE YEARS. SO WE ARE JUST WRAPPING UP OUR OUR CURRENT STRATEGIC AND THE NEW ONE WILL START IN 27 AND GUIDE US THROUGH THREE YEARS. I MEAN THAT MANY OF YOU CONTRIBUTED TO THAT PLAN SO THANK YOU TONS OF INTERVIEWS TONS FEEDBACK AND WE APPRECIATE THAT PARTNERSHIP FOR THAT GUIDANCE AND THEN THAT HELPS SHAPE OUR DESTINATION ONE YEAR PLAN. SO THE DMO MARKETING PLAN THE ONE THAT WE'RE HERE TO TALK ABOUT TODAY THAT WILL GUIDE US FOR THE NEXT FISCAL YEAR STARTING JULY ONE THAT'S THAT PIECE HERE AND I THINK THIS ONE WILL GO IN AND WE'LL TALK A LITTLE BIT MORE THIS ON THE NEXT TWO SLIDES BUT IN PARTNERSHIP WE HELD HANDS ACROSS THE RIVER THREE OR FIVE YEARS AGO I DID. I WOULD TELL YOU I WAS HERE ONLY FOR FIVE YEARS SO 11 YEARS SEEMS LONG BUT I THINK WAS LIKE THREE YEARS AGO FOUR YEARS AGO WE HELD HANDS AS A MARKETING COUNSEL AND AS PART OF THE COMMUNITY OF TOURISM STAKEHOLDERS AND WE SAT AROUND AND SAID HOW CAN WE ENSURE THAT WE'RE ABOUT WHAT'S IMPORTANT TO OUR COMMUNITY, IMPORTANT TO BUSINESSES AND IMPORTANT TO ENSURE THE APPROPRIATE TYPE OF TOURISM THAT WE'RE PROMOTING IN THE OUT MARKET THAT WE HAVE HERE TO THIS DESTINATION THAT WE ALIGNED ON THESE FIVE PILLARS THAT YOU'LL SEE HERE LEFT TO RIGHT ORIGINAL PILLARS ECO TOURISM HISTORY, ARTS AND CULTURE, RECREATION AND WELLNESS WE LOVE THOSE AND THOSE GUIDED US FOR THE LAST COUPLE OF YEARS AND AS WE WENT THE NEW STRATEGIC PLANNING PROCESS WE TOGETHER REDEFINED THOSE RIGHT. AND NOT ONLY DID WE JUST THEM AND THE REFINING REALLY CAME TO HOW DO THOSE BEST TRANSLATE WE'RE TALKING TO THE VISITOR OR A POTENTIAL VISITOR IN THE OUT MARKETS. WHAT ARE THEY GOING TO CONNECT RIGHT WHEN WE'RE TALKING ABOUT INTERESTS AND THEORIES OF OPPORTUNITY TO KIND OF CAPTURE THEM AND MAKE THEM CONSIDER HILTON HEAD AND SO WHAT YOU'LL FIND HERE ARE TO YOUR LEFT OR RIGHT AS YOU PILLARS THAT ARE YOU KNOW AGAIN ,ECHOING ALL THE ORIGINAL PILLARS THEY JUST HAVE A BIT OF A REFINED SPIN ON THEM SO WE CAN PUT THOSE OUT INTO THE MARKET.

SO WHAT WE'RE CALLING THE REFINED THAT WE'LL MOVE FORWARD WITH ARE COASTAL OUTDOORS, GOLF AND RACKET SPORTS, CULINARY AND AND DINING CULTURE AND HERITAGE AND EVENTS AND COMMUNITY.

SO AS AN EXAMPLE WHAT IS COASTAL OUTDOORS HAVE DONE IS IT HAS SUSTAINABILITY, IT HAS TOURISM, IT HAS WELLNESS. SO WE HAVE THOSE PIECES THAT ARE SO IMPORTANT THE ORIGINAL PILLARS THAT WE JUST PUT THEM IN IN A WAY THAT CAN PACKAGE A LITTLE DIFFERENTLY FOR THAT MARKET. I LIKE TO STOP RIGHT HERE FOR A MINUTE BECAUSE I WANT TO HEAR BACK FROM COUNCIL. IS THERE ANY QUESTIONS ABOUT THIS BECAUSE IT IS THE THOSE PILLAR SCOPES THAT THAT WE HAD WORKED ON IN THE PAST. SO IF ANYBODY'S GOT ANY COMMENTS AT THIS POINT THAT WOULD BE GREAT AS PARKER THANK YOU.

I CAN MAKE A COMMENT ON THEM AS I LOOK AT THESE THAT ARE LISTED HERE TEN AND TOTAL THE ORIGINAL VERSUS THE REFINED I CERTAINLY SEE THE REFINED AS HAVING MORE OF A A FORWARD DEFINITION SOMETHING THAT SOMEONE WOULD UNDERSTAND WHEN THEY LOOK AT THOSE WORDS.

SO I'M PLEASED BY THE REDEFINING OF THOSE PILLARS. WE HAVEN'T LOST ANYTHING BUT I THINK WHEN YOU SEE COASTAL OUTDOORS THAT RESONATES A LITTLE BIT MORE CLEARLY THAN THE ORIGINAL PILLARS MAY HAVE IN THEIR VARIOUS FORMS SO GOOD HAPPY TO SEE THAT I THINK WE'RE ON THE RIGHT TRACK. OTHER COMMENTS AND I'M SORRY I MUST RESPECTFULLY DISAGREE I THINK THE ORIGINAL PILLARS ONES THAT WE SHOULD BE FOCUSED ON FOR TWO REASONS THOSE I THINK

[00:40:07]

I'M SORRY TO BE BLIND BUT I DO NOT BECAUSE I LOOK AT THE FIVE DEFINED PILLARS AND I GO KURTIS HISTORY FIT IN THERE AND AND WHERE DOES REALLY ARTS AND CULTURE FIT IN THERE? WELL, THERE'S CULTURE AND HERITAGE IS THAT COMBINING HISTORY AND ARTS AND CULTURE AND IT JUST IT JUST YOU CAN TELL IT DISTURBS ME GREATLY ESPECIALLY SINCE THIS IS NOW THE FOURTH TIME THAT I'VE MENTIONED IT AND AGAIN I'VE LOOKED AHEAD LOOKED AT THE PRESENTATION THAT YOU PROVIDED TO US AND THERE'S ANOTHER SIDE WE HAVEN'T GOTTEN TO YET WHICH TALKS ABOUT STRATEGIC PLAN ARTICLE SIX TO BE AND NOW THERE ARE ONLY FOUR STRATEGIC PILLARS SO I'M JUST GOING TO SAY IT AGAIN I'M GREATLY BOTHERED BY THIS.

I COULDN'T DISAGREE MORE. I THINK BY CONTRACT WE NEED TO GO BACK TO THE ORIGINAL PILLARS FOCUS ON THAT BECAUSE WE NEED TO MEASURE THOSE AND I WANT TO SEE HOW YOUR MEASUREMENTS STACK UP AGAINST THOSE FIVE ORIGINAL PILLARS NOT THE REFINED PILLARS .

THE COMMENT WAS STAR I'M SORRY CAN SAY ONE MORE THING IF YOU LOOK AT RECREATION THE PILLAR SAYS GOLF AND RACKET SPORTS THAT OUT BIKING IF YOU LOOK ON TRIPADVISOR ONE OF THE THINGS TO DO THAT IS KEY FOR FOLKS COMING HERE IS BIKING AND THAT IS NOT UNDER GOLF AND RACKET SPORTS AS I THOUGHT ABOUT THIS AND DURING THE PREVIEW OF THIS THAT I HAD THE OPPORTUNITY TO SEE AND I WAS TRYING TO SEE HOW THEY LINKED TOGETHER AND IT ALMOST AND I WASN'T ON TOWN COUNCIL WHEN THE ORIGINAL PILLARS WERE CREATED AND IT SEEMS LIKE THEIR ORIGINAL PILLARS ARE MORE OF A STRATEGIC VIEW AND REFINED PILLARS FEEL MORE TACTICAL.

I DON'T KNOW IF THERE'S A WAY THAT YOU CAN TAKE THE REFINED AND SHOW HOW THEY MAP TO THE STRATEGIC ORIGINAL SO THAT YOU CAN SEE HOW THAT THAT CONNECTION MADE AND MAYBE THERE ARE SOME MISSING LIKE BICYCLING OR YOU KNOW, RECREATION BUT THINK THERE'S A WAY TO KIND OF MERIT. MARY THE TWO AT A TIME AND FEEDBACK I THINK THE OPPORTUNITY FOR US TO DO THAT EXERCISE WOULD BE REALLY GREAT .

AND JUST TO CLARIFY I THINK AS AN EXAMPLE OF THE ORIGINAL PILLARS ACTUALLY DIDN'T ALLOW US TO AT LENGTH TO ALL THE EFFORTS THAT WE FIND IMPORTANT FROM A PRIORITY STANDPOINT WE USE THE RESTAURANT EXAMPLE RESTAURANT CULINARY WAS UNDERNEATH WELLNESS AND AT TIMES THAT GOT A BIT LOST IN OUR MESSAGING WHEN WE'RE TRYING TO AGAIN CAPTURE A REALLY EMERGING OPPORTUNITY US AS WE TALK ABOUT MERGING CULINARY CULTURE AND BRINGING THAT FORWARD IT KIND OF GOT A LITTLE LOST IN THAT. IT'S A GREAT EXAMPLE OF HOW WE CAN DO A BETTER EFFORT WITH THAT WE FIND PILLARS AND THEN TAKING NOT LONG BUT PERHAPS JUST EXPLAINING WHERE OUTDOOR RECREATION AS BIKING FALLS CURRENTLY THAT WOULD AND OUR NEW REFINED PILLARS WOULD SIT UNDER UNDER COASTAL OUTDOORS AND THEN WE HAVE UNDER GOLF AND

[00:45:03]

IT'S JUST REPOSITIONING THEM SO SPECIFICALLY AND AGAIN I'M SPEAKING TO A PIECE THAT YOU DON'T HAVE IN FRONT OF YOU BUT I THINK YOU MIGHT HAVE THIS PIECE THAT YOU WANTED TO SHARE CULTURE AND HERITAGE SPECIFICALLY IF WE'RE LOOKING FOR ITEMS IT DOES OUR HERITAGE OF FREEDOM PARK NATIVE ISLANDER TRADITIONS MUSEUM AND PUBLIC ART PERFORMANCE ARTS, CULTURAL TOURS AND STORYTELLING IT'S DEFINING THAT JUST UNDER OF THAT ONE REFINE PILLAR WE'VE IF WE'VE GOT ALL THE IMPORTANT POINTS IN THE REFINED IT SEEMS TO ME THAT THAT IS A PRACTICAL ADAPTATION OF WHERE WE ARE TODAY VERSUS MORE GENERAL ISE STATEMENTS OF PILLARS THAT WERE DONE A YEAR AGO BEFORE ALL THIS EXPLORATION PLACE AND I AGAIN I WOULD RECALL I THAT WE HAVE JUST TAKEN WHAT WAS AN ORIGINAL PIECE A FOUNDATION TO HELP US GET TO THE POINT WHERE WE ARE TODAY. WE'RE STILL WE HAVEN'T LEFT ANYTHING BEHIND.

WE'VE BROUGHT EVERYTHING OVER. WE'RE JUST TALKING ABOUT IT A LITTLE DIFFERENTLY AND THAT REALLY WAS THE POINT I WAS GOING TO ASK FOR YOU TO CLARIFY .

I THINK THE CONCERN MAY HAVE BEEN THAT THINGS ARE BEING OUT FAIRLY BY YOUR EXPLANATION.

NOTHING HAS BEEN LEFT OUT. IT'S JUST BEEN RE REDEFINED IN A WAY SOMEONE PICKING UP OR LOOKING AT OR TRYING WRAP THEIR HEADS ABOUT WHAT'S IMPORTANT TO THEM AND HOW IT FITS INTO AVAILABLE HERE ON HILTON HEAD WOULD MAKE SENSE AND I THINK THIS LANGUAGE FAR MORE CLEAR TO SOMEONE WHO'S PICKING UP A DOCUMENT AND LOOKING TO SEE HOW IT APPLIES TO THEIR LIFE AND THEIR VACATIONS. IF YOU'RE TELLING US THAT EVERYTHING AND MR. ALFORD AND WE PREVIOUSLY IN OTHER CONVERSATIONS DISCUSSED IS IS ACTUALLY CLEARLY INCLUDED IN THESE WE FIND THEN I THINK THAT YOU'VE DONE THE RIGHT JOB I WOULD LIKE TO SEE THE DOCUMENT THAT'S FLOATING AROUND JUST TOO JUST FOR INTEREST I, I DON'T I DON'T NEED TO SEE IT NOW AT SOME POINT SOMETIME IT'S FINE. THAT'S RIGHT. YEAH.

OKAY. WELL THANK YOU I WILL BUT MY POINT IS REALLY IS JUST TRYING TO EMPHASIZE AND ASK A QUESTION. THANK YOU TARA BUT NOTHING'S BEING LEFT OUT IN TO ME IS CLEAR. THAT'S ALL.

THANK YOU. THANK THAT WORK. YEAH, TO ME IT'S TOMATOES.

TOMATOES, OLIVES. I APPRECIATE YOUR ABILITY TO EVOLVE AND AND MAKE THINGS AVAILABLE FOR THE MOVEMENT OF HOW EVERYTHING EVOLVES, YOU KNOW? AND WHEN I WENT COLLEGE I DROVE A 72 VEGA AND I DON'T DRIVE THAT CAR ANYMORE.

IT GOT ME TO SCHOOL BUT I WASN'T REALLY I WAS GOING TO GET THERE EVERY TIME AND YOU KNOW, CHANGE IT. I THINK YOU EVOLVED WITH IT AND AND BOTTOM LINE IS REGARDLESS

[00:50:06]

YES. ARTICLE SIX IT DOES STATE WHAT THE CORE VALUES ARE.

THEY ARE EXPLICITLY STATED AND THEY DOES REPEAT THEIR ORIGINAL PILLARS.

AS TO THE REST OF THE COMMENTS I WOULD DEFER TO THE LATER TIME TO HAVE THAT DISCUSSION WITH COUNSEL. THANK YOU. SO WE WILL MISS PRICE AND DULY NOTED IF WE MOVE ON JUST GOING TO GO THROUGH AND AT THIS POINT I THINK WHAT WE'RE GOING TO SEE IS WE'LL HEAR BACK. YES, GOOD THAT'LL COME THROUGH EITHER EITHER ANGIE OR MR. BYRD JUST ON THIS BYRD GREAT. AND SO WE WANTED TO REALLY MAKE SURE THAT WE THE NEXT SEVERAL SIDES TO REALLY WALK THROUGH VERBATIM AS IT SHOWS IN THE CONTRACT WE THOUGHT THAT MIGHT BE THE MOST APPROPRIATE WAY PER THE CONTRACT TO WALK THROUGH FOR ALIGNED ON THOSE EFFORTS IF YOU WILL. I'M STARTING WE JUST WENT THROUGH THE BUDGET WHICH WAS IN FIVE WE'RE NOW MOVING INTO ARTICLE SIX WHICH IS THE MARKETING PLAN APPROVAL AGAIN VERSUS REITERATING THE FIVE PILLARS THAT WE ARE STEWARDS OF AND THAT WE FOCUS ON WHEN WE'RE TALKING ABOUT TOURISM IN THE ART MARKET. SO MOVING INTO SIX TO MARKETING PLAN REQUIREMENT STARTING WITH HAVING A STRATEGIC PLAN AS WE SPOKE ABOUT JUST A BIT EARLIER WE HAVE AN EXISTING STRATEGIC PLAN AS I'VE HERE WE'VE HAD ONE AND THEY RUN FOR THREE YEARS.

WE ARE JUST CLOSING OUT THE ONE THAT WE'RE IN CURRENTLY WHICH GOES UNTIL END OF 26.

THEN WE WILL BE STARTING UP 2027 THROUGH 2029. AGAIN I'D LIKE TO REITERATE OUR ORGANIZATION HAS A MISSION TO STIMULATE THE REGIONAL COMMUNAL THE LIFE FOR ALL WITH THE VISION TO ENSURE OUR HILTON HEAD ISLANDS REGION IS A WELCOMING COMMUNITY FOCUSED EMBRACING NATURE, CULTURE AND ECONOMIC VIBRANCY FOR RESIDENTS AND VISITORS.

A WITH THAT THERE ARE THE FOUR STRATEGIC PILLARS THAT WERE APPROPRIATE OUR CONVERSATION TODAY IN THE FULL PLAN THERE ARE FIVE PILLARS BUT THAT FIFTH PILLAR IS ORGANIZATION SPECIFIC SO IT HAS NOTHING TO DO FOR THE MEETING BUT THE FOUR AND THE ONES THAT WE'RE MOST EXCITED TO BRING FORWARD IS I THINK REITERATION OF JUST OUR PARTNERSHIP AND ALIGNMENT IS IN PILLAR ONE SO DESTINATION ALIGNMENT, COMMUNITY ENGAGEMENT AGAIN TOGETHER WE FORMED A STRATEGIC PLAN TOGETHER WE SAT AND WE TALKED IT WAS OVER AS BILL MENTIONED 100 INTERVIEWS COUNTLESS SURVEYS AND POLLS THAT WERE TAKEN TO ENSURE NEXT THREE YEARS AND THAT WE ARE ALIGNED IN LOCKSTEP WITH NOT ONLY THE TOWN BUT THE COMMUNITY PILLAR NUMBER ONE AND THIS IS REALLY WHAT WE'RE TRYING TO EVERY IS THAT ALIGNMENT AND ENGAGEMENT AND SO WE'RE REALLY PROUD OF PILLAR NUMBER ONE AND CHART AGAINST THAT NUMBER TWO OR PILLAR TWO IS SUSTAINABLE TOURISM AND INFRASTRUCTURE PRESERVATION AND DEVELOPMENT. SO THE THINGS THAT WE'RE TALKING ABOUT AND HOW WE CAN SUPPORT THAT AND BILL SPOKE ABOUT THE DIFFERENT ROLES THAT WE HAVE WITHIN OUR ORGANIZATION THAT DO SUPPORT NOT ONLY THE THINGS THAT WE GET TO TOUCH AND

[00:55:02]

HOW DO WE SUPPORT WORKFORCE HOUSING? HOW DO WE SUPPORT DEVELOPMENT BUT IN A SUSTAINABLE WAY AT THAT THERE MEAN IF YOU THINK WE'RE GOING TO ADDRESS THE WHOLE HISTORY REJUVENATE AND ELEVATE THE DESTINATION A FOCUS ON QUALITY OVER QUANTITY WE'VE HAD THAT CONVERSATION A LOT. HOW DO WE ENSURE THAT WE'RE GOING AFTER AND WE'VE DEFINED IT AS THE 250,000 HOUSEHOLD INCOME OR HIGHER AND CHASE WILL GET INTO THIS A LITTLE BIT LATER BUT TO CURRENTLY 10% OF THE US POPULATION IS THAT 250,000 HOUSEHOLD INCOME.

SO YOU KNOW WE REALLY TO FOCUS AND CONTINUE TO PUNCH ABOVE OUR WE COST TO EXPAND OUR OFF SEASON AND SHOULDER SEASONS WE HAVE TO ENSURE THAT WE'RE LEADING A STRONG SENSE OF WHO WE ARE SUSTAINABILITY AND STEWARDSHIP AND WE CONTINUALLY LOOK AT THOSE HEALTH CHECKS BEING THE BRAND STUDY THAT IS IN PLACE WITHIN WE'RE GOING TO BE TALKING CONSTANTLY AND CONSISTENTLY ABOUT ONLY OCCUPANCY BUT REALLY ABOUT POWER AND ADR AND LOOKING BACK AT OUR VISITOR PROFILE STUDIES AND ENSURING WE HAVE THOSE REALLY, REALLY DEEP UNDERSTANDING OF WHO THE VISITORS AND WHO WE'RE GOING AFTER FOR TOMORROW.

THAT DOESN'T JUST MEAN FOR LEISURE AND THAT MEANS ALSO FOR MEETINGS AND GROUPS.

LITTLE BIT MORE ABOUT THAT AS WELL WHEN TARA AND CHASE PRESENT ON THAT AND THEN PRIORITY NUMBER FOUR SALES AND MARKETING AND WE'RE GOING TO DOVE A LITTLE BIT DEEPER AND IT'S BEEN GREAT TO HAVE TARA FRANK BOARD AND TO REALLY DOVE INTO WHAT USER GROUPS MEANS TO OUR DESTINATION AND WORK IN LOCKSTEP WITH OUR MANAGERS AND DIRECTORS OF SALES MARKETING AT THE PROPERTY LEVELS. IT'S BEEN A REALLY PAUSE ON THIS JUST FOR A MOMENT I'LL TRY TO TEE OF MY COMMENTS HERE. I'VE ENJOYED THE CONVERSATION PART ME LET ME SAY THAT I'M HAPPY THAT WE'RE AT THE TABLE TOGETHER IS PART OF WHAT HAPPENED IN THE PAST THE ROLE COLORS IN NEW BROOMS WE BELIEVE AND A NEW CONTRACT. SO I THINK IT'S A NEW DAY REGARDLESS OF THE LONG STANDING RELATIONSHIP. OKAY.

UM AND HOW WE'RE ABLE TO ON POINT AT THE BEGINNING INTERACT MOVING FORWARD IS GOING TO BE ESSENTIAL TO THIS. THAT'S NOT JUST THE SUCCESS OF THE DEMO AT THIS THE SUCCESS BUT THE SUCCESS OF OUR COMMUNITY. THESE HAVE BEEN DISCUSSED SO FAR SO I'VE GOT MY ANTENNAS UP. MR. MOUSE TALKED ABOUT ONE OF OUR APEX COLLECTIONS.

NOW SOME WOULD ARGUE THAT THERE'S AS NORMALIZING OF IT BUT AS GOOD AS MATH IS MOST TANGIBLE IT'S WE'VE GOT A DECLINE IN THE COLLECTIONS AND IMPLIED AND INFLATION AND COST AROUND IT AND THAT'S DISTURBING TO ME. OKAY SO I SORT OF LIKE TO SHIFT THE CONVERSATION A LITTLE BIT TO HOW WE'RE GOING TO CONTINUE TO OURSELVES MOVING FORWARD AS WE LOOK AT THESE PILLARS OF THE KPIS IS WHAT'S SORT OF GOT MY ATTENTION AND.

WHAT I'VE GOT WRITTEN DOWN HERE IS I GUESS TWO THINGS BACKING OFF OF THIS TUNNEL AGAIN SHE'S ASKING RELEVANCE. SO LAST NUMBERS VERSUS DISHES NUMBERS.

OKAY I'LL TALK ABOUT THOSE METRICS THAT THEY'VE IT'S IMPORTANT FOR US TO MEASURE OURSELF AGAINST AFTER WE HAVE TO DO THAT ALL WE JUST PUT THE NUMBERS OF WORDS ON PAPER.

ALL RIGHT ACTUALLY IS THE EXPERIENCE OF OUR OFFERINGS. YEAH.

I DIDN'T COMMENT ON THE THE LAST COLOR DISCUSSION I THINK IS IMPORTANT FOR US TO REALLY ASKING OURSELVES ON BOTH SIDES OF THE TABLE HERE WHAT ARE THE WHAT ARE WE ASKING THEM TO BE ABLE TO MARKET AND WHAT ARE THOSE OFFERINGS, THE EXPERIENCES BEHIND THOSE? SO I'M OKAY WITH THE TRANSITION AS FAR AS WHERE YOU'RE GOING BUT I WANT TO UNDERSTAND THE DETAILS BEHIND THE OFFERINGS BEHIND IT AND HUDDLES IS TAKEN UP.

YEAH WE ALL KNOW THE BIG DRIVERS BEACH GOLF BUT THE SMALL ONES THEY ADD UP AND WHAT DO THEY MEAN TO US ON A YEAR TO YEAR BASIS AND IT'S NOT ALWAYS ABOUT I'M ALWAYS THE RIGHT

[01:00:01]

THE REASON WHY OUR ANNUAL VISITORS MAY DOWN BECAUSE WE'RE TARGETING HIGHER VALUE INDIVIDUALS BUT WHEN WE LOOK AT THE OVERALL ECONOMIC IMPACT ON THE OVERALL VISITOR SPENDING ACTUALLY UP SO WE HAVE LESS PEOPLE COMING BUT THEY'RE ACTUALLY SPENDING MORE WHICH IS PROBABLY A REFLECTION OF AVERAGE PERSON THAT WE ARE ATTRACTING.

BUT EVEN THOUGH THAT IS HAPPENING THAT IMPACTS BUSINESSES IN VARIOUS WAYS OH YEAH. DEPENDING ON WHAT THE BUSINESS IS AND AND WHO THEY MARKET WHO THEY MARKET TO IT COULD BE X SO IT CREATES CHANGE IN THE BUSINESS ENVIRONMENT.

IT CREATES CHANGE IN THE SHORT RENTAL MARKET. YOU KNOW IT MAKES CHANGE THE HOTEL DYNAMICS YOU KNOW THERE ARE A LOT OF RAMIFICATIONS THERE THAT I THINK WE NEED TO UNDERSTAND AND PREPARE. SO I WANTED TO MAKE THAT POINT .

THE OTHER POINT WAS IN REGARDS TO THE STRATEGIC YOU KNOW I THINK THERE'S SOME OTHER KPIS THAT MIGHT APPROPRIATE UNDER THESE PILLARS. BUT ONE OF THE THINGS THAT I WANTED TO ASK ABOUT IS THE NEW BRAND STUDY SO AND MAYBE THAT'S GOING TO BE COVERED IN ANOTHER SECTION OR NOT BUT I'D LOVE TO HEAR MORE ABOUT AND WHAT THAT IS WHAT YOU HOPE TO LEARN FROM IT AND HOW YOU WOULD USE THAT INFORMATION. THAT'S GREAT.

WE DO HAVE A LITTLE BIT OF INSIGHT FOR THE ONE THAT WE JUST RAN AGAINST AMERICA FOR NATURAL YEARS EXCUSE AND WE'RE GOING TO BE ABLE TO SHARE SOME THOSE INSIGHTS AND TALK ABOUT THE CADENCE ON WHICH WE'RE GOING TO RUN THOSE GOING FORWARD.

SO IT'LL BE GREAT AND IT'S GREAT TO HAVE PAST CHUNKS OF JUST HOW YOU'RE DOING FROM A BRAND STANDPOINT. BUT I, I WANT TO SAY THANK YOU. I APPRECIATE THE CONVERSATION AROUND. THE SOFTER SIDE OF GIVING A NUMBER.

I THINK IT'S IMPORTANT BECAUSE IT'S ONE THING TO TALK ABOUT HEADS AND BEDS BUT AS ALL WE'RE ALL CONSUMERS SO ASKING OURSELVES WHAT IT FEELS LIKE AND HAVING THE THE CONVERSATION SO IT'S REALLY TWO PRONG AS A CONSUMER WHAT IT FEELS LIKE WALK INTO A RESTAURANT WITH NO ONE ELSE THERE OR TO TO BOOK AN EXCURSION. IT'S NOT AVAILABLE BECAUSE THERE'S NOT ENOUGH VISITORS TO THE ISLAND TO UNDERSTAND THE PRIME AMOUNT OF TIMES IT'S USED TO BE RUNNING AND THEN FROM A BUSINESS HOW ARE WE ENSURING THAT THE HEALTH OF THE ECONOMY IS THERE? I THINK THOSE ARE JUST THERE'S ALL THESE DIFFERENT TOUCHPOINTS THAT WE CAN MAKE AND STILL HAVE TO UNDERSTAND ON EVERY SIDE. SO I WANT TO FOLLOW JUST A LITTLE BIT TO WHAT WHAT BOTH OF THEM JUST JUST TALKED ABOUT BECAUSE IT'S IT'S THE PROCESS OF ECONOMIC DEVELOPMENT AND WHAT IS IT THAT WE'RE PROVIDING AS A COMMUNITY TO OUR BUSINESSES AND TO OUR RESIDENTS? SO HOW DO WE TAKE THAT INFORMATION, MANIPULATE IT SO THAT WE CAN UNDERSTAND WHERE WE'RE GOING, HOW WE'RE HAVING A POSITIVE AND OR NEGATIVE EFFECT BY? THE DECISIONS ARE BEING MADE.

SO IT'S IT'S ADDITIONAL INFORMATION THAT WE WOULD LIKE TO SEE GOING FORWARD BECAUSE CAN HELP US TREMENDOUSLY. I THINK ONE THING THAT IF I COULD BUILD MR. BROWN ON THE COMMENTS THAT YOU MADE AROUND YOU KNOW YOU HAVE YOU HAVE BEACH, YOU HAVE GOLF, YOU KIND OF SAY PILLAR EXPERIENCES BUT ONES DO WELL I THINK LIKE AS WE MOVE FORWARD AND WE'LL GET INTO THIS A LITTLE BIT HERE SHORTLY, WE HAVE TO BE AWARE OF HOW CONSUMERS ARE DISCOVERING OUR PRODUCT NOW HAS SHIFTED SO MUCH SO YOU COULD SAY LIKE TO DETERMINE WHICH EXPERIENCES WE PUT FORWARD IN OUR MARKETING THE FOREFRONT YES TO SOME DEGREE BUT AS WANT TO FIND PICKLEBALL THEY'RE GOING TO FIND PICKLEBALL. IT COULD BE THROUGH CHAT CBT IT COULD BE THROUGH EYE OVERVIEWS ON GOOGLE. SO WHAT WE CAN DO IS TO WORK WITH THE DESTINATION AND THE PARTNERS IN THE DESTINATION TO HELP SHAPE THAT NARRATIVE AT THE SAME. BUT I THINK ONE OF THE OTHER GREAT THINGS THAT THE VCP IS DOING IS TO GET INTO HIGH INCOME HOUSEHOLDS. WE HAVE TO BE COMFORTABLE WITH THE FACT THAT YOU KNOW, THEY MAY NOT BE CLICKING ON A SEARCH ENGINE ANYMORE.

THEY MAY NOT BE USING A TO FIND THIS. THEY MAY BE CALLING A TRAVEL

[01:05:01]

AND WE'LL TALK ABOUT THIS ON THAT LATER IN PRESENTATION. BUT WITHIN THE DIFFERENT AGE GROUPS HAVE COMING IN, HOW DO WE ATTRACT THE NEWER, YOUNGER AGE GROUP AND WHAT IS IT THAT WE'RE MISSING? IS IT THAT WE'RE NOT OFFERING? WE HAD THAT CONVERSATION THIS MORNING. YOU KNOW, WHAT ARE WE NOT OFFERING.

SO WE'RE THOSE MISSING PIECES AND THIS IS WHERE IT CAN HELP US SORT OF FIGURE SOME OF THAT OUT. AND YOU KNOW, I SAY IT ALL THE TIME AS BROWN SAYS IT BUT I WANT A MORE OF A 35 YEAR OLD GENERATION OR JOHN HAD YOU KNOW, BECAUSE THAT'S THE VITALITY THAT'S THAT'S WHERE WE GO. BUT THIS IS NOT JUST ABOUT TOURISM IT'S ABOUT SO MUCH MORE RIGHT. SO THIS PRICE I KNOW YOU GOT SOMETHING I RECOGNIZE THAT THESE ARE FOUR STRATEGIC PILLARS BUT BY THE USE OF THE TERM PILLARS IN TWO DIFFERENT TWO DIFFERENT AREAS IT'S A BIT CONFUSING.

SO YOU KNOW IF YOU LOOK AT THE OTHER 1/1 OF ALL WE'VE GOT THE ORIGINAL PILLARS AND WE'VE GOT REFINED PILLARS AND BOTH OF THOSE ARE FIVE NOW WE'VE GOT FOUR PILLARS.

BUT WHEN YOU LOOK AT THESE IT'S PART OF YOUR STRATEGIC PLAN. SO JUST TO SAY THE LANGUAGE IS CONFUSING IS TO START WITH AND I'M NOT GOING TO WORDSMITH ANYTHING.

TRUST ME I DON'T LIKE TO DO THAT. BUT IF I LOOK AT THIS I DREW A LINE WHERE KPI TARGETS BECAUSE I'M LOOKING AT THOSE SAYING HOW THOSE MEASURE OR VALUE PILLARS . SO IF I LOOK AT PILLAR ONE DESTINATION ALIGNMENT AND COMMUNITY ENGAGEMENT AND AND I DO APPRECIATE THE SURVEYS BEEN DONE I THINK IT'S QUITE CLEAR WELL REMEMBER ME SAYING LOOK AT THE TREND IT'S A CONSISTENT TREND OVER I THINK THERE FOUR WAVES AM I RIGHT OR THERE'S A WAVE GOING ON NOW. SO THERE IS A CONSISTENT TREND FOR SOME OF THE SAME QUESTIONS . BUT HOW DO I MEASURE IN ANY OF THESE PILLARS WHERE IS A KPI TARGET WHICH TELLS ME THAT LOCAL COMMUNITY IS CONCERNED ABOUT THE ENVIRONMENT AND FOLKS WHO COME HERE SUPPORTING OUR ENVIRONMENT AND THE ECO TOURISM ? HOW DO I MEASURE THAT? I DON'T MEASURE IT BY A RESIDENT SURVEY. MAYBE THE NEW BRANCH STUDY IS GOING TO DO THAT.

I DON'T MEASURE IT BY GOLF ROUNDS HOW DO I MEASURE THAT OUR LOCAL COMMUNITY WHO FEELS SO STRONGLY ABOUT OUR ENVIRONMENT HERE IS SATISFIED THAT THE NUMBER OF VISITORS WHO COME HERE ALSO SHARE THAT VALUE WHERE DO WE THAT WHERE DO WE MEASURE THE VALUE OF CONTINUING THE GULLAH CULTURE I DON'T MEASURE THAT OCCUPANCY IN REV PAR WHERE DO WE MEASURE THAT I DON'T MEASURE IT BY GROUP MEETINGS UNLESS IT'S A CONFERENCE FOR GULLAH HERITAGE.

SO I UNDERSTAND HOW WE CAN MEASURE USING THOSE KPI TARGETS WITH WHATEVER THE VALUES ARE AND I GO BACK TO THE ORIGINAL PILLARS BECAUSE THAT'S PART OF THE AGREEMENT.

HOW DO YOU MEASURE THOSE AND I KNOW WE'VE GOT SOME DATA COMING UP.

I'VE SEEN THE WORK OF MR. O'DELL IF YOU WANT TO CALL HIM MR. CHASE THANK YOU, CHASE NICKNAME CHASER I HEAR YOU GUYS IS CHASING THE DATA I KNOW THAT THAT IT IN YOUR WHERE AND MAYBE THERE'S SOMEPLACE IN THERE THAT YOU'RE GOING TO SHOW US YOU CAN MEASURE THAT WHAT IS THE KPI TARGET TO ACCOMPLISH THESE GOALS WHATEVER WE'RE TRYING TO FIGURE OUT IF WE AGREE TO OR NOT YOU KNOW WHERE I STAND BUT HOW DO WE MEASURE AND THESE I DON'T SEE THE LINK I'M SORRY I JUST DON'T SEE THE LINK. I'LL JUST MENTION BRIEFLY WE IN ADDITION TO THE RESIDENTS OF THE SURVEY WE AND HAVE YOUR OPPORTUNITY AS YOU KNOW WHAT DREW YOU TO THE ISLAND THAT IS A QUESTION WE ASK WE PROBABLY WILL FIND TO BE A BIT MORE SPECIFIC BUT YES, ASIDE FROM JUST THE RESIDENTS IN THE SURVEY WE DO SURVEY OUR VISITORS AND THAT'S THE SAME OPPORTUNITY. YOU KNOW I THINK IN A CULTURE AT THE VERY TOP LIKE WHAT ARE THEIR INTERESTS I THINK THAT HELP GUIDE US AND TO HOW DO WE CAPTURE THAT FROM WHAT THEY'RE LIKING OR UNDERSTANDING THE BRAND WE HAVE BEEN ABLE TO SHOW THAT SO WE HAVE A A LITTLE BIT OF MATCHUP PIECE TO PERSON YEAH I'M SAYING IS THAT'S NOT APPEARING HERE YEAH YOU'RE RIGHT WE CAN WE CAN I WAS GOING TO SUGGEST MR. PRICE POINT IMPLEMENTING THAT INTO THIS AS WELL. YOU KNOW THIS IS THE FIRST TIME WE'RE ALL GOING THROUGH IT AND FOR THE OTHER WORK OTHER GROUPS GOING TO REVIEW IT THOSE THINGS WOULD BE VERY PERTINENT GOING

[01:10:02]

I THINK THIS IS THE ONE THAT WE WANTED TO TRY A LITTLE DEEPER INTO SO CHASE IS GOING TO WORK WITH ME ON THIS ONE BECAUSE HE'S GOT THE LINK I'VE GOT GLASSES SO I THINK WE'RE GOING TO BE ABLE TO DO IT SO FIRST AND FOREMOST THE WHAT WE OFTEN REFER AS THE VIRTUAL FRONT DOOR FOR THE BRAND HILTON HEAD ISLAND ORG HAS BEEN A GREAT OPPORTUNITY FOR US TO CREATE ALL THINGS EVENTS ON HILTON HEAD ISLAND AND IT'S ONE OF THE PIECES AND PAGES THAT WE BRING FORWARD FOR OUR COMMUNITY TO LIST THEIR TOURISM SPECIFIC EVENTS THAT THEY ARE YOU KNOW, THEY GO ON AND THEY CAN LIST EVERYTHING WITH PICTURES AND DETAILS OUT TO THEIR SITE.

SO WE'VE HAD THIS UP. WE WANT TO SHARE SOME STATS WITH YOU LIKE HOW ARE PEOPLE REALLY ENGAGING WITH THIS? AND OVER 2025 THE PERFORMANCE ON THAT WAS OVER 274,000 VIEWS TO THIS WEBSITE TO THE SPECIFIC PAGE ON THE WEBSITE WELL AS 217,000 EXTERNAL LINKS TO THE PARTNERS AND, TO THE MEMBERS AND TO THE COMMUNITY MEMBERS. SO WE SEE THAT HERE AND CHANGE IS ACTUALLY GOING TO PULL IT SO YOU CAN SEE IT REAL TIME AND AT A FOUNDATIONAL LEVEL THIS ACCESS POINT IS FOR EVERYONE TO ACCESS PUT THEIR EVENT AND KIND OF SHOUT IT FROM THE ROOFTOPS.

WE HAVE SOME OF THE PAID ADVERTISING THAT WE TALK ABOUT IN SECTION ONE OF THE BUDGET BOTH IN SOCIAL AND IN DIGITAL ADS. I'VE GOT TO PUSH THIS PAGE.

THAT'S WHERE WE'RE GETTING THOSE NUMBERS RIGHT. THERE'S MONEY BEHIND PUSHING IT OUT AND WHAT WE'RE SEEING HERE IS AGAIN RIGHT NOW IT'S IT'S GOLF ON THE HEADER BUT AS YOU SCROLL DOWN YOU CAN SEE A MULTITUDE OF DIFFERENT EVENTS AND THERE'S SORTING FEATURES AND FILTERS THAT YOU CAN PUT ON TO GET SOMETHING MORE SPECIFIC TO WHAT YOUR LOOKING FOR.

YOU CAN CHOOSE BY DATE RANGE CATEGORY BY LOCATION. SO I THINK AT A FOUNDATIONAL LEVEL WE HAVE THIS AMAZING OPPORTUNITY FOR OUR TO SHARE. IN ADDITION TO THAT WE HAVE THE OPPORTUNITY TO WORK WITH CHASE OUR TEAM FOR ANY OUTREACH OPPORTUNITIES PLACEMENT YOU WANT SEE THAT ACTUALLY JUST PULLED SOME REALLY GREAT IDEAS THAT PERHAPS YOU HAVE IT FOR CONSIDERATION FOR A FEW PURPOSES FOR SPRING YOU YOU MAY NOT AS A MICROPHONE PICK THEM UP ON THAT SO IT'S A BETTER AND SO WE PARTNER WITH THE UNIVERSITY OF SOUTH CAROLINA FOR SEVERAL LOCAL EVENTS THEY ACTUALLY SEND ON THE GROUND STUDENTS TO GO AND COLLECT INFORMATION FROM ATTENDEES AND THAT IS IMPORTANT NOT JUST FROM YOU KNOW THEY CAN KIND OF ESTIMATE THE NUMBER OF PEOPLE WHO ATTENDED BUT ALSO YOU THE INFORMATION THAT ONLY A SURVEY CAN YOU KNOW WHAT IS THE ATTENDEE SENTIMENT IN THIS EVENT? WHAT DREW THEM TO THE EVENT? YOU KNOW, WHAT DO THEY LIKE ABOUT THE EVENT AND THIS INFORMATION THAT YOU'RE NOT GOING TO GET THROUGH A MORE QUANTITATIVE SOURCE BLAZER AND THAT'S VALUABLE INSIGHT THAT WE'RE ABLE TO PARTNER WITH PARTNER WITH THESE EVENTS AND YOU CAN SEE B TO PROVIDE IN ADDITION TO THAT AS OUR WE MENTIONED WE CAN RUN PLAYS OR I-REPORTS WHICH GIVE GEOLOCATION DATA FOR THE NUMBER OF PEOPLE WHO ATTENDED AND ALL OF US IN THE ISLAND ARE TICKETED IT'S HARDER TO DETERMINE HOW YOU HOW MANY PEOPLE ATTENDED THIS IS A GREAT INSIGHT INTO THAT AND NOT ONLY THAT BUT ALSO DEMOGRAPHIC WHO CAME UP WHO CAME HOW MANY OF THEM CAME AND WHERE DID THEY COME FROM? THAT'S THE OTHER PIECE OF IT WE'RE ABLE TO TELL YOU WHAT PERCENTAGE OF PEOPLE CAME TO AN EVENT FROM YOU KNOW, LOCALLY OR OUTSIDE OF 50 MILES. AND SO THAT'S ANOTHER IMPORTANT IS INFORMATION FOR EVENT PARTNERS AND LIKE I MENTIONED, WE DID JUST DO ONE FOR THE ST PATRICK'S DAY PARADE. WE'RE CURRENTLY WORKING WITH UCB TO PUT THE EVENT REPORT TOGETHER FOR THEM. BUT THAT'S JUST THE MOST RECENT EXAMPLE.

SO QUICK QUESTION ON THAT THAT JUST COMES PERIODICALLY EVENTS AS PER BY THEIR REQUEST OR WAS PROCESS THIS CURIOUS YEAH SO IT'S BY REQUEST THERE ARE ARE SOME EVENTS THAT WE KNOW WE'RE GOING TO DO WITH EVERY YEAR BECAUSE WE PARTNERED WITH THEM FOR SEVERAL YEARS.

BUT AS AN EXAMPLE THIS WAS THE FIRST TIME WE'VE HAD A ST PATRICK'S DAY PARADE A COUPLE OF YEARS. SO THIS WAS A NEW OPPORTUNITY FOR ME BECAUSE I'VE ONLY BEEN HERE ABOUT A YEAR AND A HALF TO PARTNER WITH THEM IN ORDER TO GET SOME MAJOR FUNDING YES ANY LOCAL EVENT CAN REQUEST IT AND WE WILL PARTNER THEM IN ORDER TO MAKE SURE THEY GET THAT INFORMATION UNDERSTANDING ON THEIR ON THE EVENT SIDE WHAT THEIR REQUESTS ARE FROM SUPPLEMENTAL RENT PROCESS AND WHAT THEY'RE REPORTING. SO HAVING THAT WE CAN WORK AND SO WE'VE BEEN FOLLOW ALONG HOW THAT'S BEEN GOING AND WE KEEP TRACK OF WHO'S GOING TO BE THAT'S THE SHARE OF ONES THAT HAVE APPLIED AND RECEIVED HOW WE CAN HELP SUPPORT THEM SO WE ARE IN LOCKSTEP WITH UNDERSTAND AND WHAT I'M MOST JESUS YOU KNOW MANY OF THOSE QUESTIONS THAT COME IN SO I THINK AT MINIMUM WE HAVE THIS PLATFORM THAT IS SUPPORTING YOU KNOW

[01:15:06]

RIGHT. SO WE ARE TALKING SEPTEMBER THROUGH ALL THE WAY THROUGH MARCH THAT'S WHERE WE'VE IDENTIFIED THIS FALL AND WINTER FROM THERE WE HAVE REALLY PARTNER OF ON A DEEPER LEVEL IS DEEPER MEAN WE MEET WITH EACH PARTNER THAT A RESOURCE UP HERE A CELEBRATION HOPE THAT ISLAND SEAFOOD FESTIVAL THE WINE AND FOOD FESTIVAL CONCORDIA GARDENS AND CRESCENDO AND WORK WITH THEM ANNUALLY TO UNDERSTAND HOW CAN WE BEST PROMOTE AND SUPPORT YOU AND IDENTIFY AREAS TO COMPLEMENT GOING BACK TO HOW DO WE BOTH A MAYOR THERE BUT WE'RE BOTH WORKING TO PROMOTE THIS EVENT OR MULTIPLE EVENTS WITHIN THE CALENDAR YEAR AND WE OKAY WE'RE GOING TO DIVIDE AND CONQUER WE'RE GOING TO DO X, Y AND Z.

WE'RE GOING TO TALK ABOUT WHAT YOUR EFFORTS ARE AND IN ADDITION OUR SURVEYS FROM USCCB ON AND GIVE YOU A WRAP REPORT INCLUSIVE OF PLACES ON THE FRONT END PLANNING BEING A PART OF IT PROMOTING AND WORKING WITH OUR HOTELS TO SEE THERE'S ANY KIND OF PACKAGE THEY CAN PUT TOGETHER AGAIN DRIVING HEADS, BEDS, THAT NEW TIME FRAME AND THEN ALSO ENSURING THAT THEY HAVE THE RECAP THAT ARE NECESSARY TO GO INTO THEIR RAMP UP.

SO AGAIN ARE THE 5000 THE QUESTION WITHIN THE CONTRACT IS WHAT ADDITIONAL ONES CAN WE HELP WITH? AND SO WE ARE WORKING CLOSELY ANGIE AND HAPPY TO DISCUSS THOSE FURTHER BUT WE'VE IDENTIFIED COUPLE ADDITIONAL ONES THAT CAME TO MIND AND WE'RE HAPPY TO PULL THOSE ON FOR THIS YEAR AND GOING FORWARD SO AGAINST NIMBLE AND FLEXIBLE NEEDED. SO THANK YOU FOR THAT LAST COMMENT BECAUSE THAT WAS ONE OF MY QUESTIONS IN TERMS OF HOW THAT WOULD BE INCORPORATED FOR THE FUTURE OTHERS FIVE OF THOSE WOULD BE CHOSEN BUT MY ORIGINAL QUESTION IS PROBABLY ONE YOU'VE HEARD FROM ME BEFORE WITH THE LOCAL EVENTS AND THE WEBSITES WHO IS ABLE TO LOG ON AND PUT THEIR EVENT ONTO YOUR WEBSITE? SO WE WELCOME AGAIN AND I TO WE WELCOME ANY EVENT TO COME ON AND SUPPORT THOSE OPPORTUNITIES ON OUR WEBSITE SO YOU CAN GO ON FROM OUR ON THE OTHER END APPROVING THOSE AND IF YOU DON'T HAVE YOU KNOW IF YOU RUN INTO ANY CHALLENGES CAN CALL HIM HIS NUMBERS ON THERE AND HE CAN HELP WITH THAT THROUGH WELL NO THAT'S THE PROCESS IF THEY SHOULD GET A KICK BACK OR NOT IT DOES HE DOES BUT I WILL YOU KNOW WE CAN MAKE SURE THAT THE COPIES THERE TO MAKE SURE BUT I BELIEVE IT'S IF YOU HAVE ANY RUN INTO ANY PROBLEMS HIS EMAIL AT MINIMUM IS ON THERE BUT I BELIEVE HIS PHONE NUMBERS TOO I CAN DOUBLE CHECK ERNIE IT'S SPECIFIC REQUIREMENTS IN TERMS OF WHAT WOULD CAUSE SOMEONE NOT TO BE INITIALLY JUST ACCEPTED IN THEIR EVENT PUT ON OR I'M SURE THERE ARE SOME BUT I'M JUST CURIOUS JUST GENERAL BEST PRACTICE AND GUIDANCE WHEN IT COMES TO PUBLIC FACING EVENTS WE WE DO NOT DABBLE IN FROM AN EVENT STANDPOINT RELIGIOUS OR POLITICAL EVENTS THAT WE'RE LISTING ON. SO AGAIN WE WELCOME ALL AND WE WE AS THOSE I WOULD HAVE ASSUMED TO BE PART THE ANSWER I GUESS I'M DRIVING MORE I DO HAVE TO BE A CHAMBER MEMBER NOT KNOW ABOUT THIS WHAT WE THAT THAT'S WHEN YOU GO AND BEGIN TO RUN THEN YEAH NO AND I GET ANSWERING THAT DIRECTLY BUT FOR LOCAL EVENTS WE WELCOME ANY AND ALL AND WE WOULD LOVE TO HAVE AND IF YOU WANT TO RUN INTO A SNAG AND JUST KIND OF GET DOWN THERE YOU JUST CALL OR EMAIL ROBERT THANK YOU SO MUCH FROM YEAH I APPRECIATE YOU ALL SORT OF ALIGNING TO THE AGREEMENT TO GET TO THE SPACE OBVIOUSLY JUST THIS IS GOING TO BE SORT OF A COMMON THREAD FOR A LOT OF OPPORTUNITIES. HILTON HEAD THE CHAMBER'S GOT SORT OF A BIGGER REACH IN SOME CASES A BIGGER PURSE. SO THEY'RE REACHING AT A VERY HIGH AND THEN THE ORGANIZATION ITSELF PROBABLY HAS A LOT MORE OF A ON THE GROUND APPROACH, RIGHT? SO TWO CONNECTING IS SO IMPORTANT AND THE USE OF TECHNOLOGY, THE USE OF OTHER RESOURCES TO UNDERSTAND WHAT VISITOR WE ARE ATTRACTING WHICH ULTIMATELY LEADS TO HOPEFULLY A TAX DOLLAR. RIGHT JUST CONNECTING THE DOTS IS IS CRITICAL SO. I APPRECIATE THAT WE ARE OFFERING THIS TO EVERYONE BIG MR. ORLANDO AND A MINIMAL WE SAID NOTIFY OUR CURRENT X APPLICATIONS AND RECIPIENTS OF THIS SO THAT THEY CAN TAKE ADVANTAGE OF THE MAGIC THAT CHASE CAN AND JUST MAKE SENSE

[01:20:06]

THEY ARE ASKING QUESTIONS AND UNFORTUNATELY THEY ARE ORGANIZATIONS THAT JUST DON'T HAVE THE RESOURCES TO PROVIDE INFORMATION TO HELP THEM WITH THOSE DECISIONS.

RIGHT. SO THIS PARTNERSHIP I THINK MAKES A LOT OF SENSE SO THANK YOU FOR FOR ASKING I THINK AND OF WHERE WE'RE FOCUSED RIGHT NOW TO BUILD ON EXACTLY WHAT YOU'RE TALKING ABOUT IT'S IT'S THE SHARING OF THAT DATA BUT ALSO THE COMMUNICATION BETWEEN THE GROUPS THAT MAY NOT HAVE THAT REACH AND THE DESTINATION ITSELF BEST PRACTICES THAT CAN BE SHARED. SO EVERYBODY ELEVATES AT THE SAME TIME AS WELL.

SO EVEN I'M GOING TO TALK ABOUT I A LOT TODAY BUT BUT AS WE KIND OF MOVE INTO THAT SPACE TO MAKE IT EFFECTIVE FOR THE DESTINATION YOU KNOW WE CAN SHARE GUIDELINES BEST PRACTICES JUST LIKE THE BEST PRACTICES AN EVENT LISTING THAT I SPOKE OF A MINUTE AGO WHAT WE CAN DO TO WORK TOGETHER FROM A PR STANDPOINT, A SOCIAL STANDPOINT ,EVERYTHING ELSE TO MAKE SURE EVERYBODY IS ELEVATED AND I IN THAT TOO JUST FROM A COMMUNITY STANDPOINT IS IS IN ADDITION TO THE DESTINATIONS WEBSITE IS ALWAYS BEING PUSHED OUT YOU KNOW WE CHANGE HOW WE COMMUNICATE NOW WE TALK TO THE TWO TRACKS WE TALK TO RESIDENTS AND WE TALK TO OUR BUSINESS MEMBERS. SO SOME OF THE MOST POPULAR THINGS WE DO HAVE TO DO WITH THESE EVENTS PEOPLE WANT TO KNOW WE'RE SETTING OUT OUR LOW COUNTRY, LOW DOWN PUSHING THAT ,GETTING GREAT RESPONSE ON ITS WORK AND SOCIAL MEDIA. AS YOU CAN SEE WE'RE ALL EVENTS AND HAVE A GREAT RELATIONSHIP WITH THE TOWN IN TERMS OF SHARING THAT INFORMATION AND MAKING SURE WE'RE IN LOCKSTEP SO THERE ARE SO MANY WAYS WE'RE DOING THAT DON'T HAVE TO BE A MEMBER DON'T HAVE TO BE ONE OF THOSE BIG EVENTS TO MAKE THAT OR YES SO I APPRECIATE THE INCLUSIVENESS OF ALLOWING THEM ALL TO BE ABLE TO TAKE ADVANTAGE OF POSTING EVENTS ON THE WEBSITE. I THINK THAT'LL HELP LIFT EVERYONE UP SO I APPRECIATE THAT EVENTS WAS SOMETHING THAT WE ASKED FOR MORE COVERAGE AND SUPPORT ON EVENTS IN REGARDS TO THE ONES THAT YOU HAVE IDENTIFIED HAPPY TO SEE YOU INCLUDED THE ST PATTY'S DAY PARADE BECAUSE I HAD THAT ON MY LIST AS SOMETHING TO ADD AS WELL AS THE LANTERN PARADE ANOTHER BIG EVENT AND YOU KNOW I'M WONDERING FROM MY PEERS IF THERE ARE ANY OTHERS THAT WE SHOULD BE ADDING AND I HEAR ALL THIS GREAT PLACER I BUT I HAVEN'T SEEN ANYTHING YET.

SO MY QUESTION WOULD BE AND YOU KNOW, WE JUST HAD THE SEAFOOD FESTIVAL WHICH WAS PACKED.

I MEAN THAT IT WAS MAKE EVENT YOU KNOW DO WE HAVE DATA FROM THE SEAFOOD FESTIVAL AND BECAUSE THAT IT WAS LISTED AS ONE ONE OF THE ITEMS HERE SO WHEN ARE WE GOING TO BE ABLE TO SEE THAT AND THERE'S PROBABLY A REGULAR PACKAGE OF HOW YOU PRESENT THAT MATERIAL IF YOU'RE GOING TO BE DOING THIS FOR MULTIPLE EVENTS SO THAT CAN LEARN I'LL SPEAK TO THAT REALLY QUICKLY DO HAVE THE DATA AND WE'D BE HAPPY TO SHARE IT AND WE'LL BE I WAS MENTIONED IN THE ACTUAL PLAN DOCUMENT THOSE ARE KEEPING WRAP UP REPORTS WHICH IS GOING TO INCORPORATE SOME AWESOME INFORMATION FROM LIKE WHAT IS GOING TO BE IN THE MARKETING PLAN APPENDIX I DIDN'T YOU SHOULD AS AN EXAMPLE WHEN WE SAID INFORMATION TOO WE DID JUVENTUS THE ROUTE THIS YEAR AND I WAS ACTUALLY LOOKING AT IT IT'S NOT YESTERDAY THE DAY BEFORE IT WAS A I BELIEVE SO I'VE WANTED TO KNOW MORE ABOUT IT SO WHEN PEOPLE ATTENDED YEAH MORE INFORMATION ABOUT THAT WILL BE IN THE MARKETING PLAN APPENDIX THAT I KNOW ABOUT CHASES MAGIC WE'RE GOING TO BE HAVING A LOT OF CONVERSATIONS I FOUND OUT THIS WEEK WHEN WE'RE TALKING SO WE'RE ALREADY I'M ALREADY HAVING THEM UP FOR DATA SO WE'LL GET OUR CHASE AND TAKE AWAY ON THIS IS THAT WE SHOULD BE PROACTIVE NOT JUST WHAT WE'RE HERE DISCUSSING IT BUT THE FOLLOW UP REPORT TIME FOR WITH COUNSELING AND STAFF YEAH I MEAN TO JUMP IN THANK YOU FOR SAYING THAT, BILL, BECAUSE THERE'S JUST TWO THINGS. ONE IS HOW DO WE JUST MAKE SURE THAT AS AS IF WE HAD A RESET WHAT'S THE SYSTEM RIGHT? HOW DO WE GET THOSE UPDATES ON COLORS, CELEBRATIONS, SEAFOOD FAIRS, WINE AND AND FOOD? THERE'S A FEW OTHERS UP THERE THINK THE ONE QUESTION THAT COUNCILMAN BROWN WAS ASKING IS THE PROCESS TO HELP, RIGHT.

YOU KNOW, YOU CAN HELP BUT TO THE FOLKS THAT NEED HELP KNOW YOU CAN HELP.

I THINK THAT WE HAVE TO FIGURE OUT WELL WE'RE NOT ALL SITTING AROUND THE TABLE TALKING ABOUT

[01:25:03]

ST PATRICK'S DAY PARADE JUST HAPPEN HERE'S HOW MANY ATTENDED HERE'S HOW MANY FROM IN TOWN DID YOU KNOW THAT WE FOR ADVOCACY THIS BILL IS IMPACTING IS TO VISAS THIS IS HOW IT'S IMPACTING OUR ISLAND WHAT DO YOU THINK ABOUT THAT THAT SOUND LIKE A LOGICAL TO SOMETHING TO HAVE FURTHER DISCUSSION ABOUT AT LEAST BUT MAYBE A PLAN I THINK THAT PART OF THE EDUCATIONAL PROCESS TO US ALLOWS US TO TO REALIZE HOW WE CAN UTILIZE IT NOT ONLY FOR EVENTS BUT FOR YOU ALL OF THAT. RIGHT. BUT I HAVE A QUESTION.

YOU KNOW, WHAT IS THE COST TO THE ORGANIZATIONS? ARE THERE ADDITIONAL COST EVERY YOU RUN AN EVENT IN CAN YOU ACTUALLY LET'S SAY THAT 1/1 YOU KNOW THEY DIDN'T ASK TO HAVE IT YOU KNOW GEOFENCE CAN YOU GO BACK AND TAKE A LOOK AT IT BECAUSE SOMEBODY IS IS THAT RIGHT? SO THESE ARE THE QUESTIONS. YES PLEASE VERY I GOES BACK TO 2018 AND IS RETROACTIVE SO IF I DECIDED THAT I WANTED TO SEE HOW MANY PEOPLE ATTENDED THE WINTER PARADE TWO YEARS AGO I CAN SET THE DATES AND LOOK AT THAT INFORMATION SO I HAVE A LONG HISTORY WITH THE ST PATRICK'S DAY PARADE AND I ACTUALLY SUGGESTED THAT THEY CALL YOU ABOUT DOING THIS BECAUSE IT'S TOUGH TO GET GOOD DATA FROM PEOPLE OUT ON THE STREETS. THEY'RE HAVING FUN TO FILL OUT A SURVEY SO IT MAKES SENSE.

THEN I ALSO THINK TO HERE TO YOUR POINT HOW DO WE LOOK AT IT FROM AN ATTACK STANDPOINT FROM A VALIDATION OR ADDITIONAL INFORMATION THAT CAN BE UTILIZED TO HELP AN ORGANIZATION? SO YOU KNOW, THAT'S PARTLY ON US TO PUT THAT EDUCATION PIECE OUT THERE SO I DON'T WANT TO GET STUCK ON SOMETHING FOR TOO LONG BECAUSE WE GOT A LOT MORE INFORMATION TO COVER AND MANY PAGES. BUT MR. BROWN, I WANT TO RESPOND MS.. CLARKE'S THE RIGHT QUESTION IS THERE SOMETHING THAT IS IMPORTANT THAT WE NEED TO EXPAND UPON? ABSOLUTELY, YES.

BE MY RESPONSE. OKAY. I THINK THAT'S SORT OF A MISSING GAP. YOU KNOW, WE GET THE TOWN HALL. WE SAW THE PRIDE OURSELVES IN GOVERNMENTAL OPERATIONS. YOU GUYS HAVE A DIFFERENT EXPERTIZE AND RESOURCE THAT CAN HELP US ALONG THE WAY AND WHILE WE'RE TALKING ABOUT LANTERN PARADE AND WHY WE'RE TALKING ABOUT GOING TO BE ABLE TO GO BACK TO SOMETHING THAT'S IMPORTANT BECAUSE YOU THINK THAT THE LANTERN PARADE IS GROWING BECAUSE PEOPLE FUSSING IS ABOUT WHERE WE WALKED BUT BUT UNDERSTANDING HOW IT IS GROWING WILL HELP US OPERATIONAL STANDPOINT AS WELL.

RIGHT. SO JUST AS LONG AS WE ARE LOOKING DATA NOT JUST TODAY BUT SOMETHING TO COMPARE AGAINST WILL HELP ALL OF US AS FAR AS THE ENHANCEMENT OF COMMUNITY OOPS SORRY I JUST THINK THAT'S HOW WE CAN YOU KNOW BEFORE WE RUN IN THAT WHERE WE PUT ARMS AROUND LET'S START WITH THESE FIVE SIX OR 710 WHATEVER THAT NUMBER IS SO WE CAN GET A GOOD UNDERSTANDING HOW THIS IS IS WORKING IS IS NOT WORKING BEFORE WE JUST KIND OF TAKE OFF BECAUSE HE HAS SUCH GREAT INSIGHT BUT WE WANT TO MAKE SURE IT'S THE RIGHT FOR YOU TO MAKE DECISIONS. OH EXCUSE ME. CAN I JUST MAKE SURE EVERYBODY SPEAKS INTO THEIR MIX BECAUSE THEY'RE HAVING SOME TROUBLE WITH THE WE CAN'T HEAR EVERYBODY ON THE RECORDING YEAH. IF YOU JUST PULL YOUR MIKES A LITTLE CLOSER THANK YOU THANK YOU SO I'M JUST BE ON A REAL POSITIVE NOTE HERE I'VE HEARD SUCH GREAT CONVERSATION AND ANYBODY WHO KNOWS WHO WORKS HERE OR ANYWHERE KNOWS THAT COMMUNICATION IS THE KEY TO ABSOLUTE ALL SUCCESS AND SO CONVERSATION THAT I'VE LISTENED TO HAS BEEN SO RICH AND SO FULL OF WHAT IT IS THAT WE NEED TO WORK IN PARTNERSHIP MOVING

[01:30:02]

REALLY APPRECIATE THE TIME THAT WE'RE SPENDING TOGETHER, THE INFORMATION THAT YOU'RE SHARING AND I KNOW FROM THIS WE HAVE SO MUCH FURTHER TO GO TOGETHER AND I JUST WANTED TO SAY THAT THE PRICE OF YES FIRST OF ALL THANK YOU FOR HONORING THIS PART OF THE NEW CONTRACT.

I WANT TO START OUT WITH THAT POSITIVE PART AND I DO APPRECIATE THIS.

I I'VE ASKED BEFORE ABOUT HELPING OUT WITH LOCAL EVENTS AND COMMUNITY EVENTS AND THIS IS TRULY DOING THAT AND I AGREE WITH ARI WE NEED SOME SORT OF LIMIT ON THIS FIRST TIME OUT OF THE BOX. DON'T NEED TO HAVE 100 I THINK I DON'T SEE HOW YOU CAN DO FIRST OF ALL AND SECOND OF ALL, I THINK IT WOULD KIND OF DISPERSE EFFORTS.

BUT IN LOOKING AT A COUPLE OF EVENTS UP THERE WHICH I WHOLEHEARTEDLY SUPPORT THE GULLAH CELEBRATION IT'S ACTUALLY A MONTH LONG CELEBRATION AND THEN ALSO THE CRESCENDO IS A MONTH LONG SO IT'S A LITTLE DIFFICULT TO MEASURE EVERY ONE OF THOSE DAYS. SO SOMEHOW WE'VE GOT TO FIGURE OUT HOW TO DO SOMETHING THAT'S A MONTH LONG AND JUST A SUGGESTION. AND THE OTHER THING IS IN ADDITION AND I THINK IT'S GREAT SUGGESTION TO LOOK AT OUR TAX ORGANIZATIONS SEE THOSE OF WHOM NEED HELP BECAUSE OTHERS WHO ARE ALREADY PARTNERING US. AND SO THERE MAY BE SOME THERE BASED ON WHATEVER PILLARS WE FINALLY LAND ON THAT SHOULD BE THE FOCUSES OF THOSE PILLARS.

AND THEN THE LAST THING I WOULD SAY IS THAT I DIDN'T QUITE CATCH YOUR DROPDOWN BOX WITH THE CATEGORIES DON'T GO BACK THERE NOW FOR TIME SAKE BUT SEND US THE LINK TO WHAT YOU WERE LOOKING AT SO THAT WE CAN TAKE A LOOK AT THE DROPDOWN BOX .

I'M JUST CURIOUS ABOUT IF THOSE CATEGORIES LINE UP AGAIN WITH THE PILLARS AND FOR INSTANCE IF IF IF I WANT TO COME TO ALL SKY PADDLE IN THE FALL DO I FIND THAT ON YOUR WEB? THAT'S ANOTHER EVENT THAT ATTRACTS FOLKS FROM LOTS OF OTHER TO COME TO SO NOT SAYING THAT I WOULD SUBSTITUTE THAT FOR ONCE YOU'VE GOT ON THE LIST RIGHT NOW BUT I THINK WE NEED TO MAYBE WITH STAFF'S HELP AND WORKING PARTNERS THE DMR TO COME UP WITH THOSE KEY ONES WE'D LIKE TO FOCUS FIRST SPEAKER PATTI IT'S A MONTH LONG EVENT BUT WITHIN THAT MONTH THERE ARE VARIOUS PIECES TO IT. SO WOULD YOU BE SATISFIED IF WE WERE LOOKING AT MEASURING THE VARIOUS PIECES? OBVIOUSLY I THINK THAT'S SOMETHING THAT OUR STAFF COULD HELP US WITH. I WOULD LEAN ON OUR DIRECTOR OF OUR OFFICE OF CULTURAL AFFAIRS FOR THOSE MONTH LONG EVENTS TO SUGGEST HOW TO DO NOT ME AND I'LL JUST CHIME IN HERE SO EXISTING ARE THAT YOU KNOW FOR MANY MONTHS BEFORE WE START WITH CRESCENDO WE REACH OUT TO THE STATELY AND TALK TO HER ABOUT YOU KNOW WHAT ARE YOUR MARQUEE EVENTS THAT YOU'VE IDENTIFIED THAT YOU WOULD LIKE TO SEE THIS REPORTING DONE ON AND SO PARADE IS ONE OF THOSE WE ALSO DO THE KICKOFF EVENT THE BEGINNING AND VARIOUS ONES THROUGHOUT THE MONTH LONG PLUS THAT WE CELEBRATE THAT SHE CELEBRATES WITH THE COMMUNITY AND BEYOND THAT WE IDENTIFY SAME WITH CELEBRATION SO ON AND SO FORTH. SO THERE IS A LITTLE BIT OF THAT DETAIL THAT WE CAN BRING FORWARD JUST TO SHOWCASE OF HOW WE'VE ALREADY BEEN WORKING THAT CAN THEN HELP US UNDERSTAND WE CAN MOVE FORWARD AND THAT'S MARK O SO IS THE ASK THAT WE PROVIDE WITH THOSE LIST OF EVENTS TO JUST MAKE SURE THEY'RE CAPTURED AND WHY DON'T WE START THERE AND THEN WE CAN THEN BREAK DOWN IF THERE'S IF IT'S A MULTIPLE WEEK OR A COUPLE OF MONTHS LONG CAN IDENTIFY MAYBE THE MARQUEE EVENTS WITHIN IT.

DOES THAT MAKE SENSE LIKE RBC AND ISLAND JAMS AND THINGS LIKE THAT? OH OKAY. LET'S MOVE ON. ALL RIGHT.

SO NEXT WE'RE GOING GO OVER ARTICLE SIX TO D WHICH IS A SERIES OF METRICS.

SO THE FIRST THING I WANT TO DO HERE IS TO FIND THE METRICS THAT WE'RE MEASURING OURSELVES AGAINST. SO THESE METRICS THAT I'VE LISTED HERE ON THE SLIDE ARE INCLUSIVE OF THE METRICS, THE DESTINATION DESTINATIONS INTERNATIONAL CONSIDERS TO BE BEST PRACTICE RIGHT NOW IN ADDITION TO THAT I'VE ALSO FOLDED DOWN THE ONES THAT WE SPECIFICALLY OUT IN THE CONTRACT LANGUAGE. I DO ALSO WANT TO POINT OUT THAT THERE ARE TWO METRICS DOWN AT THE BOTTOM OF THE LIST THAT ARE NOT RECOMMENDED BY DESTINATIONS INTERNATIONAL THOUGH WE ANTICIPATE SOME FORM OF THAT LANGUAGE WILL EVENTUALLY BE ADDED BY DESTINATIONS INTERNATIONAL. WE DECIDED TO BE PROACTIVE IN TRACKING THESE ANALYTICS QUITE FRANKLY THEY ARE GOING TO BE WHERE THE INDUSTRY IS MOVING.

[01:35:08]

THE NEXT THING I WANT TO TALK ABOUT AND FORGIVE ME I'M GOING TO START OFF AGAIN ACTUALLY ARI GOING TO STAND UP. I WANTED TO POINT OUT THAT A LOT OF OUR SURVEYS AND METRICS ARE PUBLISHED ON OUR NEWLY REDONE THINK TRANSPARENCY AND TOURISM MARKETING PAGE.

FROM THIS PAGE YOU'RE ABLE TO ACCESS ALL OF OUR REPORTING WE HAVE OUR ECONOMIC IMPACT REPORTS, WE HAVE OUR TOURISM METRIC BOOKS, WE HAVE OUR VISITOR PROFILES, WE HAVE OUR TOURISM LIKE OUR MARKETING PLANTS THAT ARE WITHIN THE MARKETING PLAN YOU WILL FIND THE BUDGET FOR THAT YEAR AND THEN HAVE TEN YEARS OF INDEPENDENT FINANCIAL AUDITS LISTED UNDER THE FINANCE TAB. SO IF YOU'RE ON THE HOME PAGE OF THE SAME PAGE YOU CAN ACCESS ANY OF THAT. IT'S ALL TWO CLICKS AWAY AND YOU CAN DOWNLOAD IT AND VIEW IT YOURSELF BUT I'M SORRY TO INTERRUPT BUT I THINK THIS IS IS REALLY IMPORTANT FOR THE PUBLIC TO HEAR. I APPRECIATE MR. CHASE AND YOU WENT THROUGH THAT PRETTY FAST BUT THIS IS SUCH A KEY THING TO THE COMMUNICATIONS TO THE PUBLIC.

SO IF I WANT TO FIND DO I GO TO CHAMBER AND THEN THINK AND THEN HOW DO I GET THERE? AND IT'S IMPORTANT FOR THE PUBLIC TO KNOW THIS EXISTS BECAUSE WE MADE A BIG DEAL ON THE CONTRACT AND AMI IN THE PRESENTATION WHEN WE APPROVE THE ABOUT NEW INFORMATION ON YOUR WEBSITE. WELL I WANT TO SAY THERE ARE A COUPLE DIFFERENT WAYS TO GET TO THAT SITE. YOU CAN GO TO THE HILTON HEAD ISLAND ORG WEB PAGE AND SCROLL DOWN TO THE BOTTOM IN THE FOOTER THERE YOU'LL SEE I THINK THAT SAYS THINK CLICK THERE YOU CAN GO TO THE CHAMBER SITE SAME THING BOTTOM OF THE PAGE GET THERE OR YOU CAN JUST GO TO THINK HILTON HEAD ISLAND OF WORK AND IT WILL REDIRECT YOU RIGHT TO THIS PAGE IT WAS THINK ABOUT IT AND I'LL GET THERE I HOPE COME ON. WE MIGHT WE MIGHT SEE A LITTLE SLOGAN PRICE AND WE'LL SEND THAT A LINK ADDITIONALLY WITH THE EVENTS LINK AS SO THANK YOU FOR UPDATING THAT WEBSITE. I KNOW PAST IT WASN'T EASY TO USE AND DIDN'T ALWAYS OR AT LEAST I COULDN'T ALWAYS FIND THE INFORMATION THAT I WAS LOOKING FOR SO YOU FOR GETTING THAT ALL ORGANIZED I WILL BE GOING OUT THERE AND TAKING IN REGARD TO THE SURVEY AND METRICS I JUST WANTED TO MAKE A COUPLE OF COMMENTS AND I KNOW THAT IN CONTRACT IT SAYS SOMETHING ABOUT YOU KNOW WE WANT TO HAVE CONVERSATIONS AND MUTUALLY AGREE ABOUT SOME OF THESE METRICS BECAUSE THINGS ARE CHANGING. ONE OF THE OCCUPANCY THAT I WANT TO MAKE SURE THAT WE INCLUDE ON A REGULAR BASIS IS TIMESHARES.

YOU KNOW, I SEEN IT CONSISTENTLY. I SAW ONE NUMBER ONE TIME AND THE REASON WHY I THINK IT'S IMPORTANT IS THEY HAVE A MUCH OCCUPANCY RATE THAN HOTELS AND FELLOWS AND I THINK IT MAKES THE POINT TO THE COMMUNITY THAT YOU KNOW, THERE'S A CONCERN ABOUT TIMESHARES AND THEY MAY BE AS BIG AS A HOTEL BUT THEY FEEL A MUCH BIGGER IMPACT IN THE COMMUNITY BECAUSE OCCUPANCY RATE IS SO MUCH HIGHER. AND SO I THINK MEASURING THAT GOING TO BE IMPORTANT FOR US TO UNDERSTAND AS WE THINK THE FUTURE IN A PENSION SOMEWHERE AND I COULDN'T FIND IT IT WAS EARLIER IN THE PACKAGE ABOUT SURVEYS AND THERE WAS COMMENT ABOUT BUSINESS SURVEYS SO WHERE ARE THE BUSINESS SURVEYS? I I'M NOT AWARE OF ANY THAT I'VE PERSONALLY SEEN AND IF WE THINK ABOUT ALL THE CONSTITUENCIES TALK ABOUT YOU KNOW, WE WANT THIS TO BE OUR WE DO OUR RESIDENTS WE YOU KNOW, GET INFORMATION FROM OUR TOURISTS. AND WE TALKED ABOUT EXPANDING WHAT ABOUT THE BUSINESSES THEMSELVES. SO CHARLIE TALK ABOUT THIS WILL WE WE DO A SURVEY OF THE CHAMBER MEMBERSHIP WHICH CONSTITUTES OBVIOUSLY A LARGE PART OF THE BUSINESS COMMUNITY SINGLE YEAR YEAH THIS IS THE FIRST YEAR BY CONTRACT GROUP INCLUDING GOT INTO IT SO I THINK IT'S A REALLY IT'S BEEN A GREAT EXERCISE QUITE FRANKLY YOU'LL SEE IS HOW WE HAVE ALREADY REVIEWED IT'S ALWAYS INTERESTING TO TAKE A LOOK AT WHAT RESIDENTS HAVE TO SAY AND WHAT YOU REALLY NARROW DOWN TO WHAT VISITORS ARE SAYING ABOUT SOME THE SAME TOPICS AND WHAT BUSINESSES HAVE TO SAY ABOUT THAT. SO YEAH, WE'VE INCLUDED SOME IN HERE AND THOSE WILL HAVE HIGHLIGHTS WELL INCLUDED IN THE IN THE APPENDIX OF THE PARKING PLAN AND TO BE CLEAR IT'S NOT THE FIRST YEAR WE'VE DONE THAT SURVEY BUT IT'S FIRST YEAR THAT HAS BEEN INCLUDED IN THIS. IT'S SINCE I KNOW I'VE DONE 25 OF THEM SO IT'S REALLY INTERESTING TO SEE OVER THE THE YEARS WHAT'S CHANGED AND WHAT HASN'T AND SO AS WE WILL

[01:40:05]

SO IN THAT INTEREST I'LL JUMP AHEAD THIS NEXT SLIDE YOU WANT EMPHASIZE WHAT WE'RE GOING TO SEE TODAY THE METRICS I'M GOING TO PRESENT ARE JUST THE ONES OUTLINED IN THE CONTRACT.

ALL THESE METRICS OF COURSE WILL BE AVAILABLE IN THE MARKET PLAN APPENDIX AND MY METRICS WILL SO THE FIRST THING WE LOOK AT HERE AS PER THE CONTRACT IS THE AVERAGE SPEND PER VISITOR AND BY CATEGORY. I DON'T THINK THERE'S ANY SURPRISES HERE.

LODGING MAKES UP THE LARGEST SLICE OF THE PIE. FOOD MAKES UP THE NEXT LARGEST SLICE THE PIE AND THEN AS YOU GO DOWN THE LIST YOU'LL SEE SOME EXPERIENCES GOLF FESTIVALS, PERFORMANCE, VISUAL ARTS, CULTURAL EVENTS KIND OF ROUNDING OUT THE BELL CURVE THERE. ALL RIGHT. SO THE NEXT THING WE'RE LOOK AT OH GO AHEAD FOR YOU. EVEN I WENT THROUGH THIS THING EARLIER I'M A NUMBERS GUY AND IT JUST HIT ME IN THE FACE AND THIS PAGE THAT YOU'RE LOOKING IS REALLY WHAT EVERYTHING THAT YOU DO BOILS DOWN TO EVERYTHING . SO NOVEMBER, DECEMBER, JANUARY YOU LOOK AT THOSE NUMBERS AND YOU, YOU GO CORRECT ME IF I'M WRONG, YOU GO WHAT CAN WE DO TO BRING NUMBERS UP? RIGHT BECAUSE THOSE ARE ASOLO SEASON, CORRECT? SO ANYONE IN THIS ROOM A LITTLE SUSPECT IS THERE ANYONE IS ROOM BELIEVES THAT THE MONTH THAT WE JUST WENT THROUGH IS 83% OF THE MONTH OF OH ONE. RIGHT.

SO THAT'S IMPOSSIBLE. ANYONE BELIEVE THAT MARCH AND APRIL ARE ALMOST EQUAL WE HAVE HERITAGE WITH EASTER WE HAVE SPRING BREAK. IT CAN'T BE THE SAME AS MARCH.

I'M A LITTLE SUSPECT OF THIS VISITORS AND EVERYTHING THAT WE DO EVERYTHING THAT YOU'RE DOING IS IT'S BASED ON VISITORS SO I JUST WONDER WHERE DO THESE NUMBERS COME FROM? RIGHT. THIS IS INFORMATION FROM KIND OF A COMBINATION OF A COUPLE OF SOURCES. ONE OF THOSE SOURCES IS OUR I CAN SEE INFORMATION THAT THE DATA OR HOTELS AND HOMES AND VILLAS WE DO ALSO TO YOUR POINT EARLIER WE DO SEND OUR I'M SURE OCCUPANCY INFORMATION TO OUR RESEARCH PARTNERS AT THE COLLEGE OF CHARLESTON.

THEY USE THAT INFORMATION ALONG WITH PUBLIC FINANCIAL INFORMATION ON ABOUT THE NUMBER OF VISITORS WE OFF AND THEN OBVIOUSLY FOR A PARTICULAR AND TELL ME THAT THIS THIS WEEKEND AND THE WEEKEND AFTER TRYING TO DRIVE AROUND THIS ISLAND WAS JUST LIKE MONTH IF IT WERE 50 IT MARCH OR 50% OF APRIL OR 50% OF JULY I WOULD I WOULDN'T BLINK ON 83% SOMETHING'S OFF AND IT'S NOT TO BE PICKY BUT I KNOW THAT EVERYTHING THAT YOU DO IS BASED BASED ON THIS THEY'RE BASED ON THIS GRAPH. WHY APPLY EFFORT IN NOVEMBER DECEMBER, JANUARY PERHAPS OFF LY APPLY LESS EFFORT IN MARCH APRIL VERSUS JULY IF IT'S OFF YOU KNOW WHAT I MEAN IS ALL I'M SAYING I DO POINTS WE'LL TAKE AND WE WILL THE LIKE IT'S ALL BULL LET US DOVE A LITTLE

[01:45:01]

I GOT TO THINGS OFF. LET'S TAKE A CLOSER LOOK. I AGREE WITH WHAT BILL SAYING CAN TAKE A CLOSER LOOK AT THE NUMBER BECAUSE WE'RE INTERNALLY WE SEE NUMBERS AND WE I WALKED ON HIS FACE HIS OFFICE EVERYTHING GO ASKING THE SAME THINGS HOW IS THIS WORK? TELL ME HOW THIS WORKS AND THAT'S WHY I WANT TO DO THE DEEPER BECAUSE THERE'S NUANCE I DON'T KNOW WHEN EASTER WAS I DON'T KNOW IF THERE WAS A FREEZE.

I DON'T KNOW IF EASTER OVERLAPPED HERITAGE ALL THOSE THINGS THERE ARE NUANCES TO IT.

SO LET'S JUST TAKE THE DEEPER DOVE AND, MAKE SURE AT FIRST BLUSH LOOKS THE SAME AND JUST KIND OF DIFFERENT THE MIX OF THINGS BEING INCLUDED HERE. AGAIN IT'S NOT BEING PICKY ABOUT YOUR GRAPH. IT'S ABOUT WHERE ARE YOU APPLYING YOUR EFFORTS.

YOU NEED TO UNDERSTAND THE GRAPHS OFF WHAT HAPPENS ARE ALL RIGHT EXACTLY AND I THINK THIS NEXT SLIDE IS GOING TO BE EXCITING BECAUSE KNOW YOUR PARENT GOES BACK TO THE POINT YOU WERE TALKING ABOUT ABOUT THE AGE AND THE BREAK OF AGE WHICH IS EXCITING.

SO BEFORE WE DOVE TOO DEEP INTO THE SLIDE I THIS IS BASED ON OUR 20 CONTRACT VISIT DEMOGRAPHICS BY CATEGORY I WANT TO POINT OUT THAT THIS YEAR WE FIRST TIME BEGAN TO INCORPORATE NOT ONLY SURVEY RESPONSES INTO OUR VISITOR PROFILE STUDY BUT ALSO GEOLOCATION DATA FROM PLACER AND ZYDECO. SO BY BOAT BY TAKING MULTIPLE DATA POINTS WE'RE ABLE TO GIVE A MORE HOLISTIC AND MORE KIND OF BIG PICTURE VIEW OF WHO OUR VISITORS ARE AND WHAT THEY LOOK LIKE. SO AS AN EXAMPLE HERE YOU CAN SEE THE FEMALE IS A DECISION MAKER WHEN IT COMES TO ON AN ISLAND 66% OR 64 RATHER PERCENT OF VISITATION WAS FEMALE.

SO TO YOUR POINT TO YOUR POINT ABOUT HIS EARLIER 65% SORRY 24% OF VISITORS WERE 65 PLUS BUT THE INVERSE OF THAT IS ALSO TRUE THAT ONLY 75% OF OUR VISITATION WAS UNDER THE AGE OF 65 AND 2025 WHICH IS AN ENCOURAGING NUMBER AS WELL AS THE FACT THAT THE AGE DEMOGRAPHICS 65 ARE RELATIVELY RELATIVELY WELL DISPERSED. IT'S VERY EXCITING TO SEE THAT HAVE THAT YOU KNOW, 25 TO 34 AND 35 TO 44. AND AGAIN THAT TRANSFER WASN'T BIG NEWS . I'VE GOT TO ASK BECAUSE ON THE PREVIOUS PAGE YOU SAID INCLUDED DAYTRIPPERS. DOES THIS INCLUDE DAYTRIPPERS? IF WE'RE GOING TO INCLUDE INCLUDE WE NEED TO GO ALL THE WAY THROUGH THIS. THIS ALSO INCLUDES DATA.

OKAY. YOU YES. I'D LIKE THAT CONSISTENCY TO KNOW WHETHER OR NOT IT'S DAYTRIPPERS INCLUDED VERSUS WHETHER IT'S NOT BUT ALSO JUST SOME INSIGHT AT SOME OTHER POINT NOT NOW MAYBE IT'S A VISIT TO SEE WHAT YOU DO THE SCENES BECAUSE I AM NOT A TECHNOLOGY PERSON AT ALL AND EVERYONE KNOWS BUT HOW YOU I'D LIKE TO SEE SURVEY THAT'S USED AND WHERE IT'S DISTRIBUTED TO AND HOW THE INFORMATION IS GATHERED. ABSOLUTELY IT'S NOT ON THESE LAST TWO SLIDES AND ANYTHING ELSE WHERE IT'S APPROPRIATE. LET'S PUT AN ASTERISK AT THE BOTTOM AND NOTE THAT DAY TRIPPERS ARE INCLUDED IN THE COUNT IT'S ALSO SECOND HOMEOWNERS AS WELL AND THERE'S OUT THERE FOR MANY CATEGORIES IN THAT SURVEY YEAH THIS IS SUPPOSE THAT THESE DEMOGRAPHICS I'M SHOWING YOU ARE INCLUSIVE OF ALL VISITATION OVERNIGHT DATA FOR SECOND HOMEOWNERS JUST BECAUSE THEY ARE CONSIDERED VISITORS AS A WHOLE WE CAN DEFINITELY DOWN INTO MORE SPECIFIC GROUPS THOUGH. NEXT DEMOGRAPHIC CATEGORY I'M GOING TO LOOK AT IS SO ENCOURAGINGLY ABOUT 35% OF OUR VISITATION HAS A HOUSEHOLD INCOME OF ABOVE AND $50,000 PER YEAR THAT'S YOU KNOW THAT'S A GOOD NUMBER. BUT WHAT'S INTERESTING IS THAT NUMBER ACTUALLY CAPS OUT AT 1.21 OWNS ARTICLE ONE PLACE VERY HIGH THAT'S THE HIGHEST THEY TRACK AFTER THAT JUST AS PLUS SO THIS IS ANOTHER PIECE OF THE SURVEY DOES PROVIDE A LITTLE BIT OF INSIGHT OUR VISITOR APPROVAL SURVEY ITSELF MEASURED UP 250,000 THAT NUMBER WE HAVE ABOUT 12% OF OUR VISITATION WHO IS OVER $250,000 HOUSEHOLD INCOME PER YEAR WHICH

[01:50:08]

SO WE'RE OVERPERFORMING WITH THAT GROUP FROM THIS IS A HOUSEHOLD INCOME CORRECT? RIGHT. AND AGAIN AS WELL PAUSE ON THIS FOR A MOMENT HAS NOTHING TO DO WITH US INVITING TO COME TO HILTON HEAD TO GO OUT FOR THE WEEKEND GO TO THE BEACH FOR A WEEKEND. I I ADEYEMO IS ALSO RESPONSIBLE FOR OUR FUTURE RESIDENT CREDIT I DON'T KNOW HOW MANY TIMES I GO AROUND THIS TABLE I'LL PROBABLY HEAR AGAIN A VISITED HERE I'VE DECIDED TO LIVE HERE INVITED THE 35% AND MY GROSS CALCULATION IS 65%.

THAT MEANS THAT 65% OF THE PEOPLE THAT I VISIT IN HILTON HEAD UNDER $150,000 A YEAR THEIR HOUSEHOLD INCOME THAT'S IMPORTANT FOR US TO REALLY THINK ABOUT TO MAKING DECISIONS AS TO HOW WE'RE BUILDING COMMUNITY HERE AND I'LL STOP AND SO THE NEXT THING WE LOOK AT IS OCCUPANCY COMPARISON WITH OUR COMPETITOR DESTINATIONS. THE COMPETITOR DESTINATIONS WE SELECTED HERE WERE SAVANNAH AND CHARLESTON BECAUSE UNDER PREVIOUS RULES WE HAVE USED THOSE AS THE COMPETITORS TO COMPARE RESULTS AGAINST OBVIOUSLY WE CAN CHANGE THAT GOING FORWARD BUT BASED ON WHAT WE HAD IN 2025 THAT'S WHAT WE COMPARE ITSELF AGAINST OBVIOUSLY COMPLETELY MARKETS THEY HAVE DIFFERENT SEASONALITY, THEY HAVE DIFFERENT LODGING MIX BUT WHAT I FOUND ENCOURAGING HERE IS THAT HILTON HAD OUR LODGING MIX IS RELATIVELY EASY. THERE'S A GOOD BALANCE, RIGHT? THE OCCUPANCY RATE FOR HOTELS WAS NOT VASTLY OF HOMES AND VILLAS AND THE INVERSE OF THAT IS ALSO TRUE AND SO I WANT TO BRIEFLY TALK ABOUT SOME GROUP SALES METRICS AND SO THE DATE THE SALE HIGHLIGHTS THREE THINGS I WANT TO POINT OUT AND THE DEMAND WE'RE GENERATING HOW THAT DEMAND IS CONVERTING AND THEN THE ECONOMIC IMPACT TO THE DESTINY. SO SO FAR IN 2026 WE'VE GENERATED 37 GROUP LEADS WHICH IS ALREADY 59% OF LAST YEAR'S TOTAL.

I WANT TO EMPHASIZE THIS DATA WAS TAKEN BACK INTO FEBRUARY. THIS DOES NOT INCLUDE MARK.

SO THE THE FIRST TWO MONTHS OF 2026 WERE 59% OF THE WAY WE WERE FOR THE FOR THE TOTAL OF 2025 WE HAVE 2026 ROOM NIGHTS SHOWING SOLID DEMAND BUILDING FOR FUTURE BOOKINGS AND ONE OF THE MOST IMPORTANT INDICATORS IS PLANNER ENGAGEMENT AND WE'VE HAD HUNDRED AND 20 PLANNER TOUCHPOINTS ALREADY WHICH EXCEEDS LAST YEAR'S TOTAL WE'VE CREATED 173 NEW ACCOUNTS WAS A SIGNIFICANT INCREASE AND OUR TRADE SHOWS ARE JUST GETTING STARTED FOR THE YEAR SO THAT NUMBER WILL BUILD AS WE MOVE THROUGH OUR SALES CALENDAR THE NEXT SECTION IS THE CONVERSION SECTION WE'VE WE'VE CONFIRMED 12 DEFINITE GROUPS SO FAR THIS YEAR COMPARED TO 19 LAST YEAR OUR CONVERSION RATE HAS IMPROVED 32% WHICH IS UP FROM 30%. I WANT TO CALL OUT SPECIFICALLY BECAUSE OUR LEAD VOLUME HAS GONE UP TYPICALLY THAT MEANS YOUR CONVERSION RATE GOES DOWN. THAT'S NOT THE CASE.

OURS IS GOING UP. SO THIS TELLS US WE ARE BRINGING IN MORE QUALIFIED LEADS AND FOCUSING ON RIGHT TYPE OF BUSINESS FOR THIS DESTINATION ECONOMIC IMPACT THE BOOKED SO FAR IN 2026 THAT'S THE ONES HERE THAT ARE COMING IN 26 REPRESENT APPROXIMATELY 3.5 MILLION AND ECONOMIC IMPACT AND ON AVERAGE EACH ATTENDEE SPENDS ABOUT HUNDRED $75 PER DAY PER VISIT WHICH SUPPORTS LOCAL HOTELS, RETAIL, TRANSPORTATION AND OTHER SERVICES. SO KIND OF SUM ALL THAT UP ABOUT 58% OF OUR GROUP BUSINESS FALLS IN KNEE PERIODS AND PERIODS OUTSIDE OF THE SUMMER. OUR AVERAGE GROUP SIZE IS 95 ATTENDEES WHICH FITS RIGHT IN OUR SWEET SPOT 75 TO 252 NIGHTS.

THAT'S THE NUMBER WE CAME TO BY CLOSELY WITH OUR HOTEL PARTNERS AND OUR TOP FEEDER MARKETS OF THE SOUTHEAST THE MID-ATLANTIC WITH WHICH ARE STRONG DRIVE AND SHORT HAUL SHORT HAUL FLIGHT MARKETS. IT'S A JUST A QUICK, QUICK START HERE AT WINE FEST OVER THE WEEKEND I WAS TOLD THAT LAST YEAR THE WEST AND BROUGHT IN A CORE GROUP OF INFLUENCERS THAT BOOKED TRAVEL AND BECAUSE OF THAT WE CAN THEY WERE ABLE TO BOOK A 1100 ROOMS ROOM NIGHTS BECAUSE OF THAT EVENT SO IT MAKES A DIFFERENCE. IT WAS UNSOLICITED BY THE WAY.

[01:55:05]

SO A LITTLE BIT OF AN OVERVIEW OF THE PERFORMANCE OF THE HILTON HEAD ISLAND DOT ORG WEBSITE. LOOKING BACK AT 2025 I WANT TO POINT AS AS I'M SURE ALL OF YOU ARE AWARE FACED A LOT OF HEADWINDS BOTH WITH AGE AND THAT'S IMPACTING DISCOVERY AND TRAVEL AND HOSPITALITY ALONG WITH SOME GEOPOLITICAL HEADWINDS NAMELY TARIFFS AND THE IMPACT THAT THAT HAS HAD ON TRAVEL TO THE REGION WHICH SPEAK TO IN A MINUTE.

BUT WE ROUNDED OUT THE YEAR ALMOST 2.9 MILLION VISITORS TO HILTON HEAD ISLAND DOT ORG SO MR. BROWN TO YOUR POINT EARLIER ABOUT THAT REACH THAT WE HAVE WITH THE PLATFORM QUITE HUGE EVEN EVEN DESPITE THE HEADWINDS OF THAT OUR SOCIAL MEDIA GROWTH MEANING SOCIAL MEDIA TRAFFIC INBOUND TO THE WEBSITE GREW BY 9.5% A LITTLE OVER HALF A MILLION VISITORS THAT WAY VERY STRONG ENGAGEMENT RATE 69.3% AND THE WEBSITE CONVERSIONS MEANING PEOPLE COME IN SIMILAR TO THE LOCAL EVENTS PAGE WE HAD UP EARLIER THAT ARE LINKING OUT TO PARTNERS IN THE REGIONS AND BUSINESSES IN THE REGION THAT CONVERSION RATE JUST SHY OF 30%.

SO WE'RE SENDING YOU KNOW MILLIONS OF REFERRALS THROUGH TO PARTNERS IN THIS IN THIS REGION AND THAT'S KIND OF WHY WE TELL STORIES, RIGHT? LET'S TELL STORIES DRIVE THE ENGAGEMENT AS WE CAN SEE AND CONNECT THE DOTS EVEN WITH THIS POSITIVE STORY 2.0 ALMOST 9 MILLION VISITORS YOU KNOW THAT TRAFFIC YEAR OVER YEAR WAS DOWN ABOUT 14%.

AND IF WE CAN GO TO THE NEXT SLIDE, THIS IS REALLY ONE OF THE THE BIG HEADWINDS THAT WE SAW IN 2025 INTERNATIONAL VISITATION OF , THE WEBSITES, YOU KNOW, DOWN 32% IF WE AT OUR OUR FRIENDS TO THE NORTH AS WE CALL THEM IN CANADA YOU KNOW THAT VISITATION DOWN 60%.

WE THOUGHT IT WAS REALLY IMPORTANT TO ISOLATE THE UNITED KINGDOM BECAUSE OF ALL OF THE PAST YEARS OF EFFORTS AND GROWING INTERNATIONAL MARKETS AND WHAT WE'RE SEEING THERE THAT TRAFFIC DOWN 23%. AN INTERESTING KIND OF FACTOID WE KIND OF FAST FORWARD TO WHERE WE'RE AT TODAY. YOU KNOW PARTICULARLY THE THE UK SIDE OF BUSINESS WE'RE STARTING TO SEE THAT PICK BACK UP. CANADA IS STILL TRENDING DOWN RIGHT NOW BUT WE'VE ALSO I'VE SEEN NO RESOLUTION ON ANYTHING THERE BUT YOU KNOW THE UK VISITATION IS ACTUALLY UP THIS YEAR WHEN WE LOOK AT THE FIRST QUARTER OF THE YEAR GOING FORWARD IF WE CAN GO BACK TO THAT ONE REAL QUICK GOING FORWARD IF WE COULD HAVE COMPARISONS TO OUR COMPETITIVE MARKETS AS TO WHAT SEEING WITHIN THEIR THEIR TRAFFIC THROUGH THEIR TWO WEBSITES DIRECTIONALLY RIGHT DIRECTION WE CLEARLY DON'T HAVE ACCESS TO TO ALL OF THEIR DATA BUT DIRECTIONALLY WE CAN INSIGHTS AND ANOTHER ELEMENT I BELIEVE SOME OF YOU SAT IN ON THE LAST COUNCIL PRESENTATION THAT I DID WHERE WE CAN ACTUALLY PROVIDE AN ADDITIONAL OF SEARCH INSIGHTS. SO WHO IS ACTUALLY WHO IS ACTUALLY RUNNING TO AN AGENT OR A SEARCH ENGINE LOOKING FOR HILTON HEAD ISLAND OR OUR COMPETITOR AND WHAT HEADWINDS ARE THEY SEEING THAT'S ALL PUBLICLY AVAILABLE TO US? OKAY. IF I HAD THIS MORE A OF DEMOS IN THIS SPACE AS WELL SO WE'RE WORKING REALLY WITH DESTINATIONS INTERNATIONAL ON THIS FRONT TOO.

SO OUR LATEST SEARCHES IS DOWN FOR THE 13 STRAIGHT MONTHS ACROSS US FROM CANADIAN TRAFFIC. OF COURSE IT DEPENDS ON WHERE YOU ARE.

SO YOU DID A LOT OF SNOWBIRDS HERE, RIGHT? SO YOU WE LOVE THE WARM WEATHER CANADA SO THEY WANTED TO COME HERE SO IN A PLACE WHICH IS HARDER TO GET TO FOR CANADIANS THEY MIGHT NOT SEE THE DROP THAT IT IS DOWN. SO WE'RE SEEING ANYWHERE FROM I'D SAY 30% DECLINE TO 60 TO 75 COMPANY IN TRAFFIC BUT I THINK THE END POINT POSITIVE THING IS THAT INTERNATIONAL TRAFFIC IN SOME MARKETS IS REBOUNDING SO UK TO HIS POINT WE'RE ALSO SEEING INTEREST RELATED TO THE WIDER U.S. ACROSS THE WORLD CUP SO THAT'S POSITIVE TOO I THINK EXCELLENT PIECE. BUT THEN IF WE KIND OF LOOK AT OUR OTHER HEADWIND AND SAY IT'S ALWAYS HARD WHEN YOU LOOK AT A VISUALIZE ASIAN YOU SEE A NEGATIVE RIGHT.

BUT THERE IS A SILVER TO THIS. WE'RE SEEING ORGANIC TRAFFIC FOR 2025 DOWN 27% YEAR OVER YEAR. PEOPLE ARE THE ANSWERS THROUGH OTHER ALL ARE NODDING BECAUSE WE ALL ARE DOING THE EXACT SAME THING RIGHT NOW ON THE IMPACT OF THE I'M OKAY I KNOW AGENTS THAT ARE OUT THERE ARE CHANGING THE WAY THAT PEOPLE ARE DISCOVERING OUR CONTENT.

[02:00:01]

WE KNOW OTHER DESTINATIONS THAT WE'RE TALKING TO THAT ARE TAKING HAIRCUTS IN ORGANIC TRAFFIC 50% WE KNOW ONE IN PARTICULAR 72% LIKE THAT THAT'S HARD TO RECOVER FROM WHEN THAT HAPPENED. SO YOU KNOW, YOU HAVE TO WORK HARDER, SHAPE THE NARRATIVE, MAKE S OF THOSE CONVERSATIONS AND UNDERSTANDING IF WE KIND OF THINK ABOUT OUR TRADITIONAL BEHAVIOR YOU REMEMBER BACK IN THE DAY WE WOULD RUN TO GOOGLE AND WE WOULD SEARCH FOR HILTON HEAD A HOTEL SOMETHING JUST GENERIC AND YOU'RE GOING TO HAVE TO SPEND ALL THIS TIME SIFTING THROUGH THE RESULTS OF WHAT ALL CONDITIONED TO DO NOW BECAUSE OF WHAT YOU'RE SEEING PROMPTS GOING INTO TRADITIONAL GOOGLE SEARCH TAIL KEYWORDS SO THE OPPORTUNITY WITH THESE NEW METRICS THAT CHASE HERE HAS INCLUDED IN THE METRICS REPORT IS HOW DO WE IDENTIFY THOSE OPPORTUNITIES TO SERVE AS THE SMALLER PLAYERS RIGHT TO SMALLER EVENTS OR ANYBODY ELSE AND MAKE SURE EVERYBODY IS INCLUDED THE CONVERSATION THE PURPOSE OF PARTNER REFERRALS ODDLY ENOUGH WEBSITE TRAFFIC WAS DOWN A LITTLE OVER 14% AS WERE THE PARTNER REFERRALS BUT I FEEL WAS MR. ORLANDO EARLIER BROUGHT THIS UP YOU KNOW COMPARING NOT ONLY TO OTHER DESTINATIONS BUT ALSO OF LOOKING BACK HOW FAR WE COME. SO A BENCHMARK TO LEVEL SET AS WE ALL KIND OF SHAKE OFF COVID RIGHT AND THOSE YEARS OF HIGH 80 HOURS AND YOU KNOW I ALWAYS TELL OUR PARTNERS WE THE SKY RIGHT. HOW DO WE GET BACK THERE? LET'S LOOK AT 2019.

WHAT DID THAT LOOK LIKE EVEN THE DECLINE OF 14% YEAR OVER YEAR WE WERE UP 113% COMPARED TO WHERE WE WERE THAT. SO AS WE CONTINUE TO OPTIMIZE OUR CONTENT STRATEGY, OUR PLATFORMS ALL OUR MARKETING JUST CONTINUE TO STAY FOCUSED ON WHAT WE CAN DO TO YOU KNOW, KEEP YOUR HAND ON THE PULSE FOR THE DESTINATION AND WHAT WILL DRIVE MORE REFERRAL.

HOPEFULLY YOU CAN STILL SEE ME TO YOUR EARLIER QUESTION AROUND MEASURING CLOSE CONTACT PIECES WE THIS IS TRUE FROM THE ORIGINAL PILLARS WHAT WE DO IS WE TAG ALL OUR ORGANIC CONTENT BY THOSE PILLARS SO WE UNDERSTAND WHAT PEOPLE ARE ENGAGING WITH AND THIS HELPS TRACK TO YOUR EARLIER POINT WHAT ARE OUR VISITORS INTERESTED IN? IT'S ONE THING FOR US TO TELL OUR VISITORS WHAT WE WANT TO SEE BUT WE ALSO WANT TO HEAR FROM THEM WHAT ARE THEY ENGAGING WITH? SO THIS HELPS US REALLY UNDERSTAND WHAT IS PRODUCING THAT REACTION AND WHEN AND HE TALKS ABOUT THAT REFERRAL FROM SOCIAL MEDIA GOING UP SO MUCH WHAT THE WEBSITE THAT'S SO IMPORTANT TO THE STACK SHOWS IS THAT WE'RE SHOWING CONTENT THAT'S MEANINGFUL ENOUGH IN THAT IS GETTING PEOPLE FURTHER DOWN THE PATH TO ACTUALLY PLANNING AND BOOKING A TRIP. SO THAT'S WHAT WE REALLY WANT TO CONSIDER WHEN WE THINK ABOUT SOCIAL MEDIA SO A LOT OF PEOPLE TALK A LOT ABOUT FOLLOWERS WERE LESS INTERESTED IN THAT AND WERE MORE INTERESTED ALTHOUGH FOLLOWERS DID GO UP YEAR OVER YEAR THINK ABOUT 3% WHICH IS POSITIVE, NOT HUGE OR. MORE FOCUSED ON IS WHAT CONTENT ARE THEY ENGAGING AND IF YOU CAN JUMP TO THE NEXT SLIDE WHAT ARE THE TOTAL SO ENGAGE IN SOME OF YOU LIKE THEY'RE COMMENTING THEY'RE SHARING IF IT'S INSTAGRAM STORY ARE THEY TALKING BACK AND WATCHING IT A FEW TIMES? ARE THEY LIKING IT.

THIS IS ALL MEANINGFUL REPORTING VERSUS JUST EYEBALLS LOOKING AT CONTENT.

WE WANT PEOPLE ACTUALLY ENGAGING WHAT WE HAVE TO SAY. NO, I KNOW THERE'S BEEN SOME COMMENT AROUND MANY TURTLES. I'LL SAY WE OFTEN USE TURTLES AS A GATEWAY.

THE WILDLIFE EXPERIENCE THAT'S OKAY WE TAKE THINK THAT WE TAKE TURTLES AS A GATEWAY INTO THE REST OF THE WILDLIFE IN THAT COASTAL EXPERIENCE I HILTON HEAD ISLAND HAS TO OFFER SO WE DO SEE ANYTHING THAT FOCUSES ON YOUR BEAUTIFUL SUNRISES AND SUNSETS DOLPHINS BIRDS IN PARTICULAR LATELY REALLY DOING EXTREMELY GOOD NUMBERS FOR YOU PEOPLE WANT TO SEE THAT CONTENT SO WE'VE REALLY BEEN FOCUSED ON CREATING THOSE SHORT FORM VIDEOS THAT THEY WANT TO ENGAGE WITH AND I THINK THIS PAYS OFF AND THE RESULTS WE'RE SEEING AROUND THAT ENGAGEMENT.

THAT'S NOT TO SAY THAT WE DON'T WANT TO SUPPORT ARTS AND CULTURE AND HISTORY WITH THE CONTENT WE DEFINITELY ARE FOCUSED ON THAT. IT TENDS TO BE A LITTLE BIT MORE NICHE SO IT JUST MIGHT NOT BE AS EASY TO GET A COMMENT OR LIKE AS IT IS ON A BABY TURTLE . CUTE RIGHT? BUT PEOPLE ARE STILL ENGAGING WITH THAT CONTENT AND I THINK ONE ONE OTHER THING THAT I WANT TO ADD TO THIS IS LIKE WE SPEND A LOT OF TIME TALKING ABOUT ALL OF THE MAGICAL REPORTS THAT CHASE IS GOING TO BE WORKING ON

[02:05:01]

RIGHT. AND THIS IS IT COMES FROM OUR EXPERIENCE IN THE TRAVEL AND HOSPITALITY SPACE HOW. A MARRIOTT OR A HILTON PROPERTY MAY MEASURE SOMETHING IN TERMS OF THE ACTUAL BOOKED CONVERSION RATE OR THE LEAD FORM THAT'S FILLED OUT FOR A GROUP EVENT VERSUS A MOM AND POP OPERATOR. A RESTAURANT OPERATOR. RIGHT.

WE UNDERSTAND THE TECHNOLOGY SIDE OF HOW A MARRIOTT WORKS, HOW A HILTON WORKS, HOW AND VILLA OPERATOR WORKS. AND WE'RE GOING TO BE WORKING WITH WITH ROBERT AND CHASE AND THE TEAM TO KIND OF ADJUST OUR MEASUREMENT STRATEGY IN TERMS OF THE DATA WE'RE PASSING TO THE PARTNERS IN THE REGION SO THEY CAN PICK UP EVEN CLEANER HANDSHAKE AND THEN TRACK THAT THROUGH TO THE BOOKED REVENUE. SO I THINK LIKE AS WE CONTINUE TO TALK ABOUT LIKE ADVOCACY AND COMMUNICATION AND EVERYTHING ELSE IT'S THE SHARING OF THAT INFORMATION JUST LIKE SAYING HEY YOU COULD SUBMIT AN EVENT ON THIS WEBSITE TO BE LISTED. THESE ARE THE VARIABLES YOU SHOULD BE LOOKING FOR IN YOUR DATA TO UNDERSTAND THE TRUE VALUE OF THE DEMO AND WHAT THEY'RE ACTUALLY PUSHING FOR YOU BECAUSE. THERE'S A WEALTH OF DATA OUT THERE THAT'S GOING TO HELP THAT AUDIENCE WORK SMARTER TOO. SO I JUST WANTED TO ADD THAT TO THE MIX AS FAR AS I'M PROBABLY GOING TO GUESS A QUESTION I'VE GOT AND THAT IS TO GET THIS DATA BASED ON THE $5 UNDER THE CONTRACT. SO HOW CAN WE COMPARE YEAR AFTER YEAR IF THE PILLARS ARE CHANGED ARE ASSIGNED PILLARS AND IF I AM INTERESTED IN GOING TO A PLACE WITH ECO TOURISM AND I STILL DON'T KNOW HOW I FIND IT WITH THE NEW PILLARS SO ANYHOW FIRST OF ALL HOW DO WE MEASURE YEAR OVER YEAR WITH A CHANGE AND THEN SECOND OF ALL HOW DO YOU FIND ECO TOURISM WITH THE NEW PILLARS I HAVE PLEASE I'M GOING TO ANSWER THAT ECO TOURISM SO ECO TOURISM SORRY WILL BE UNDER THE PROBLEM IS IT'S AN OVERARCHING BUT THAT IS WHERE ECO TOURISM LIVES AND WE CAN BREAK THAT OUT IF YOU'D LIKE TO SEE FAIR JUST FOR CLARITY BUT THAT WOULD BE AN OPPORTUNITY AND I THINK YOU KNOW WELLNESS DOES SO WELL FOR US ON AN OVERARCHING EFFORT BUT PLEASE CHIME IN. BUT AGAIN GOING BACK TO THE CULINARY EXPERIENCE AS WE TAKE CULINARY AND PULL THAT INTO ITS OWN AREA, IT WILL BE GOOD TO SEE HOW THAT PERFORMS INDEPENDENTLY. WE TRY TO LEAN INTO WHAT CULINARY MEANS FOR US AS A DESTINATION AND HOW DO WE BETTER PROMOTE IT.

SO AGAIN WE ARE WE ARE OPEN CALLING HANDS ON THIS BUT I THINK THE GOAL WOULD BE THAT WE CAN BETTER REPRESENT THE GOALS OF WHAT WE WANT TO ACHIEVE TOGETHER THROUGH THESE NEW REFINED TIMES. BUT SAMPLES ARE ONE MORE THING THAT'S THAT'S 3.9% MEASURING YEAR OVER YEAR ALWAYS SO IMPORTANT THE GREAT THING WITH THE SOCIAL TOOL THAT WE USE IS YOU CAN KIND OF SLICE AND DICE AND TAG CONTENT AND WAY YOU WANT SO WE COULD TARGET WITH THE NEW REFINED PILLARS IN ADDITION TO THE EXISTING PILLARS SO WE COULD BE MEASURING CONTINUING TO MEASURE THINGS AND I THINK TO OUR POINT WE KNOW THESE ARE THE STRATEGIC OF THE TOWN OF HILTON HEAD ISLAND AND WE'RE GOING TO STAY TRUE TO THEM.

REFINED PILLARS ARE A WAY WE THINK ABOUT IT MORE FROM A PURELY A A VISITOR LENS.

SO IF I'M EXTERNAL TO HILTON HEAD ISLAND AS I REALLY THE WORD WELLNESS DOESN'T RESONATE WITH ME BUT MAYBE SOMETHING ALONG THE LINES OF LIKE SPOT US SO JUST THINKING ABOUT DO WE REALLY CALL OUT THE INDIVIDUAL PIECES OF CONTENT FOR FOR VISITORS BUT WE CAN WE CAN CONTINUE TO MEASURE THINGS AND REPORT YEAR OVER YEAR SO YOU CAN SEE THAT YOU IT'S PRETTY CREATIVE AND I'LL DEFER ANY OTHER COMMENT I HEARD MAYBE SO QUICK YOU WERE KIND ENOUGH TO SHARE THIS WHICH I FOUND TREMENDOUSLY HELPFUL AND THANK YOU IS THERE A COMPARISON SO TO PATSY'S POINT WHEN SHE FIRST BROUGHT THIS UP I DID MY I DREW LINES WHERE I THOUGHT WHAT BELONGED WHERE RANKED BY BUT TO BE ABLE TO BE MORE IN DEPTH UNDERSTAND MORE CLEARLY IS THERE SOME COMPARISONS ARE FROM THE ORIGINAL PILLARS? I DON'T THINK WE'VE MISSED ANYTHING I STAND BY MY STATEMENTS PREVIOUSLY BUT PERHAPS THAT MIGHT HELP OTHER KNOWING AND SO THE NEXT BIT OF THE CONTRACT WAS CENTERED AROUND ECONOMIC IMPACT.

SO BEFORE WE INTO ECONOMIC IMPACT IT WAS IMPORTANT TO GO OVER HOW TOURISM IS FUNDED AS WE LIKE TO USE THE EXAMPLE OF THE SMITH FAMILY, THE SMITH FAMILY TRAVELS TO HILTON HEAD ISLAND. THEY EITHER STAY AT A SHORT TERM RENTAL OR A HOTEL

[02:10:02]

SO THE STATE SALES TAX THAT 5% GOES DIRECTLY TO THE STATE. WE JUST DEVASTATING ACROSS THE STATE OF THE 2% IT'S THAT'S THE THERE SO YOU'RE GOING TO SPEND OF THE 2% $25,000 AND 5% IS RECEIVED BY TOWN OF HILTON HEAD ISLAND 70% OF THE REMAINING AGAIN THIS IS OF THE 2% AFTER THAT $25,000 AND PERCENT IS TAKEN OUT 70% OF THAT IS GOING TO GO AGAIN TO THE TOWN OF HILTON HEAD ISLAND. 30% OF THAT 2% IS WHAT GOES TO THE DMO FOR DESTINATION MARKETING AND THEN THE 3% LOCAL COMMUNITIES CAPACITY TAX IS RECEIVED ALSO FOR THE TIME HEAD ISLAND SO I BRING THAT UP TO SHOW HERE THIS IS KIND OF ECONOMIC IMPACTS LINE SO THE CHART ON THE RIGHT SHOWS THE TOURISM RELATED TAX REVENUES AT THE TOWN OF HILTON HEAD ISLAND RECEIVED SO IT'S FURTHER AWAY THAN I REMEMBER BEING BUT THAT'S BASICALLY THE TOWN OF HILTON ISLAND COLLECTED $45.7 MILLION IN LOCAL REVENUE FROM TOURISM RELATED TAXES THIS YEAR THAT'S INCLUSIVE OF ANY TAX AGE TAX ALL THOSE OTHER TAXES WE TALKED ABOUT IN THE PREVIOUS SLIDE AND THE DMO RECEIVED 3.9 MILLION FOR TOURISM AND SO WHERE DO THOSE TAX REVENUES COME FROM ON THE LEFT HERE IT'S VERY SIMILAR TO THE ONE WE SAW BROKEN OUT BY A PER VISITOR. BUT THIS IS THE TOTALS THAT YOU SEE FOR WHERE BUSINESSES ARE GETTING THEIR REVENUE. SO LODGING AGAIN MAKES UP A LARGE PORTION OF THE VISITOR SPEND BUT DINING CULTURE AND EXPERIENCES ARE STILL A CORE OF WHAT MAKES AN ISLAND SO SPECIAL. NOW WE'RE GOING TO SPEAK A LITTLE BIT I THINK ON THE MEDIA FRONT AS I'VE KIND OF CHATTED WITH YOU GUYS AS YOU KNOW THIS IS SOMETHING I LOOK AT EVERY SINGLE DAY, SINGLE MORNING I'M GETTING INFORMATION REPORTS FROM THIRD PARTY SOURCES CRITICAL MENTION AND CISION TWO TO THE LARGEST IN OUR INDUSTRY WHO COLLECT DATA ON IT HILTON IS SO MUCH IS BEING BREATHED UPON OR MENTIONED IN YOUR THINKING THEN WE'RE GOING TO KNOW ABOUT IT. THIS IS SOMETHING WE ACTUALLY TRACK ACTUALLY MONTHLY AS WELL.

WE'RE LOOKING AT IT OVER TIME AND CAN TRACK THOSE. AS YOU CAN SEE PEOPLE ARE TALKING FROM AN EARNED MEDIA STANDPOINT THE STORIES AND MENTIONS 2000 OR LAST YEAR IT'S CONSIDERABLE NUMBER AND IT'S ONE WE CONTINUE TO TRACK. I THINK IT'S IMPORTANT TO NOTE AS WE TALK WE WORK VERY CLOSELY WITH ANDY AND THE TEAM TO. IT'S NOT ALWAYS ABOUT YOU KNOW MARKETING THE AWARENESS IT'S ABOUT BEING CHOSEN. IT'S ABOUT REMAIN IN THAT CONSIDERATIONS THAT AND THAT'S WHAT PR HELPS DO HELPS OTHERS WE ALSO TRACK IT AS WELL IN TERMS OF REMAINING THE PILLARS THIS IS REALLY IMPORTANT TO US IT'S A GREAT FOCUS AREA FOR US AND WE ALSO BECAUSE THOSE ARE THE STORIES YOU WANT TO TELL THOSE ARE THE STORIES THAT YOU CAN TELL A LITTLE MORE IN-DEPTH THAN AN AD CAN DO. BUT AS I LIKE TO SAY ABOUT MEDIA, IT IS IT IS NOT IT'S A LITTLE BIT OF A DICTATORSHIP. IT'S A BENEVOLENT DEMOCRACY IS WHAT IT IS. SO YOU DON'T YOU CAN PUT IT OUT THERE BUT THE MEDIA WON'T ALWAYS BE THERE TO TAKE THE STORIES. SO WE'RE REALLY PROUD OF WHAT WE'VE ABLE TO ACCOMPLISH RECENTLY YOU GUYS ARE FAMILIAR WITH SOME OF THESE BUT I THINK I WANTED JUST REALLY TALK ABOUT IT BECAUSE I JUST WANTED TO SPEAK TO THE DIRECT COLORS WE'RE GOING FOR WHEN IT COMES TO ECO TOURISM, WHEN IT COMES TO WELLNESS AND WE'RE WATCHING THOSE TRENDS LIKE CRAZY WHAT'S RESONATING WE'RE WATCHING WHAT'S HAPPENING IN THE MEDIA OR WATCHING HOW PEOPLE ARE TRAVELING THAT MAKES A DIFFERENCE.

JUST TO GIVE YOU AN IDEA TOO, I WANT TO TALK ABOUT THIS ON THE TODAY SHOW FOR THIS THESE THESE HITS WE DIDN'T PAY A DIME FOR THOSE. THE PAY TO PLAY IS CAN SINGABLE WITH A SHOW LIKE THE TODAY SHOW WITH A BROADCAST OUTLET. JUST TO GIVE YOU AN EXAMPLE, WE'VE WE'VE HAD DESTINATION COLLEAGUES IN OTHER PLACES WHO HAVE DONE LIVE REMOTES, WHATEVER IT'S $1,000,000 PAY TO PLAY TO START. SO THE NUMBERS ARE CONSIDERABLE SO WE'RE REALLY THRILLED WITH WE'VE BEEN ABLE TO DEVELOP THOSE RELATIONSHIPS RELATIONSHIPS IN PARTNERSHIP WITH WEBER SHANDWICK AND IN IN PARTNERSHIP WITH OTHERS HERE IN THE COMMUNITY. AS YOU ALL KNOW WHEN WE HAD THE LIVE REMOTE HERE WE DIDN'T PAY FOR THE FREIGHT FOR THAT EITHER. THAT WAS PAID FOR BY A DESTINATION COMPANY NOT BY US BUT WE SURE DID GET TO MAXIMIZED CONTENT FOR IT WHEN IT COMES TO THAT I'LL TALK A LITTLE BIT AGAIN ON THE NEXT ONE IS IS WE CONTINUE TO PUSH FOR HERITAGE CULTURE THE UNKNOWNS I STILL FIND LOTS OF FOLKS WHO ARE SO INTERESTED

[02:15:02]

THAT'S SOMETHING WE PITCHED LAST YEAR TO THEM. CHARLES ENDED UP GETTING THAT COVERAGE BUT IT JUST GOES TO SHOW YOU A LITTLE BIT OF THE MINDFULNESS WE'RE AT WE ALSO ATTRACTED BY THAT I CAN CALL AN ENTIRE YEAR OF GIVE ME ALL THE GULLAH CULTURE FOR A YEAR, GIVE ME ALL THE THINGS ABOUT HILTON HEAD ISLAND AND BIKING AND OUR BIKE TRAILS WHAT DO THOSE LOOK LIKE? BUT IT DOESN'T JUST HAPPEN BY ACCIDENT A LOT OF IT IS VERY VERY OBVIOUSLY INTENTIONAL NOT ONLY PROACTIVELY BUT REACTIVELY I'M GETTING CALLS EVERY DAY IS ONE OF THE BEST PARTS ABOUT WHAT I DO IS. I NEVER KNOW WHAT MY PHONE'S GOING TO BRING. SOMETIMES THAT'S GREAT. SOMETIMES IT'S NOT GREAT.

SOMETIMES IT'S THE COVERAGE YOU GET. SOMETIMES IT'S THE COVERAGE YOU GET YEAH I THINK I HAD MENTIONED TO YOU GUYS BEFORE I MATTHEWS'S OUR OUR FAMOUS SAYING ON THE WEEKENDS IS MAKE EVERYTHING WITH FOUR LEGS AND TEETH JUST STAY WHERE IT'S SUPPOSED TO STAY BECAUSE WE WATCH THOSE TRENDS HAPPEN WE CAN SEE IN REAL TIME HOW MUCH IMPACT WE HAVE WORK REALLY CLOSELY WITH THE TOWN ON THAT I'M USUALLY SITTING IF I'M SEEING SOMETHING TRENDING ESPECIALLY IF I'M SEEING SOMETHING TRENDING ON A NEGATIVE IT'S RARE BUT IT HAPPENS. I'M GOING TO SEND AN EMAIL TO HEATHER AND TO MARK AND TO ANGIE SAYING IF I THIS IS WHAT I'M SEEING, THEY HAVE THEIR OWN TRACKING MECHANISMS AS WELL BUT IT'S GREAT TO BE ABLE TO COMPARE THOSE.

WHAT ARE YOU SEEING? WHAT ARE WE SEEING IN THAT FRONT? WHEN I GO TO THIS ONE I WANT TO IT'S ABOUT IT'S LIST SEASON HERE WE GO AGAIN WE ARE ALL IN DATING CONTENT THERE'S SO MUCH CONTENT OUT THERE PEOPLE WANT IT NARROWED DOWN WANT TO KNOW WHAT ARE THE TEN BEST PLACES AND I KNOW THAT YOU GUYS WHEN I'M GOING THROUGH MY APPLE NEWSFEED I'M I'M GOING THROUGH THERE TO FIND THE ARTICLES I WANT TO KNOW WHAT'S THE HOT PLACE TO TRAVEL? I WANT TO KNOW WHAT'S THE TREND ON RIGHT NOW AND OTHERS ARE DOING THAT AS WELL ALSO AS WE TALKED ABOUT PRIOR AND AS ANDY SAID SO ELOQUENTLY WHEN COMES TO HEADWINDS PR IS REALLY IMPORTANT NOW OVER 80% OF ANSWERS ARE INTEGRATING PR RESOURCES. OH BY THE WAY, DID YOU KNOW HILTON HEAD WAS THE BEST OF THIS OR THE BEST OF THAT? SO THOSE HITS REALLY MATTER AND MARKETING AMPLIFY THOSE MESSAGES TO PLEASE THINK THAT THAT'S LIKE THE THE GREAT WORK THAT WE'RE DOING IT'S THAT INTERSECTION BETWEEN SOCIAL MEDIA TRADITIONAL SEARCH OPTIMIZATION PR LIKE EVERYTHING IS NOW WORKING TOGETHER AND HOW A.I. CITATIONS. I PROMISE WE'RE PAST THE HALFWAY POINT OF THE BUT WE'LL GET INTO IT A LITTLE BIT LIKE AS A DESTINATION AND LEVEL THE THE VALUE OF ADVERTORIAL AGAIN YOU KNOW A MEDIA BUY ON A CONDÉ NAST WHERE YOU ACTUALLY HAVE WRITTEN OR A PR HIT ONE OF THESE STORIES THESE DIGEST TOP TEN LISTS ALL OF THIS IS SOMETHING THAT THE ALUMS ARE REALLY CLINGING ON TO FOR A DESTINATION A HOTEL OPERATOR OR RESTAURANT ON THE DESTINATION THEIR CYCLES ARE A LITTLE BIT DIFFERENT IN TERMS OF WHAT THEY'RE LOOKING FOR. WE'VE SPENT EXTENSIVE STUDYING THIS SO YOU KNOW IF CHARLIE AND THE TEAM COORDINATING KIND OF A PR DROP OR BRINGING A A FAM THROUGH YOU KNOW THERE'S COMMUNICATION INTERNALLY SO OUR TEAM IS AWARE AS WELL SO WE CAN REALLY MAXIMIZE EVERY HIT THAT WE GET THINKING BEYOND JUST THE CLIPPINGS THAT YOU SEE ON THE SCREEN HERE BUT ALSO THINKING ABOUT A CITATION AND YOU KNOW THAT'S THE LONG THAT'S THE DIGITAL PR, RIGHT? THE LONG PLAY OF OF HOW WE CAN GROW PIE AND I THINK STUFF'S GOING TO COME AND TALK A LITTLE BIT MORE ABOUT THE BRAND STUDY AND THE PULSE CHECKS THAT WE DO BUT JUST I THINK AGAIN REITERATING THE COLLABORATION BETWEEN CHARLIE'S DOING WHAT OUR TEAM IS DOING I MEAN IT'S WE'RE TALKING MULTIPLE MULTIPLE TIMES A DAY AND TO THE POINT OF LIKE WHAT CAN WE DO MORE TO BRING THOSE STORIES TO LIFE? AND THAT'S WHERE THE PRESS THE MEDIA PAGE CAME OUT OF AND USING ALL THAT AGAIN JUST TO REITERATE THE AUTHORITY THAT THE BRAND HAS AND THE WEBSITE HAS WHEN THE WORLD IS QUICKLY CHANGING. SO STEPH, IF YOU WANT TO JUST QUICKLY TALK ABOUT NATURAL FAVORITE AND THE BRAND PAUL STUDY WE DID.

ALL RIGHT. THANKS ARI. THANK YOU, CHARLIE.

I FEEL LIKE I EMAILED CHARLIE SO MUCH AS WELL TO TALK ABOUT COLLABORATION AS SOON AS I TYPE IN C AND MY TWO BUCKS IT GOES RIGHT TO CHARLIE. SO I THINK THAT'S EVIDENCE.

I THINK ONE THING WE WANT TO TOUCH ON IS EARLIER YOU MENTIONED ABOUT SHOULDER SEASON SO THERE WAS THE DISCUSSION ABOUT OBVIOUSLY WE SEE WE ALL KNOW THAT WHEN THE TRAFFIC STARTS TO DROP OFF SO WHAT REALLY TRYING TO DO AS A COLLABORATIVE PARTNERSHIP IS THINK ABOUT HOW DO WE FILL THAT SHOULDER SEASON WITH MEANINGFUL VISITORS WHO CARE ABOUT

[02:20:02]

I'VE GOT A QUESTION I JUST ASK YESTERDAY BASED ON WHERE I'M GOING NEXT BUT LIKE WHAT I'M TRYING TO ASK IS WHAT ARE THE TOP FIVE SEARCHES I DID I WANT TO GO SOMEPLACE NEXT YEAR SO WHAT ARE ME AND ALL THESE OTHER PEOPLE WHO WANT TO GO SOMEPLACE NEW OR DIFFERENT? INTERESTING WHAT ARE THEY LOOKING FOR? I THINK I AM FOR THE INTERNET OFFERING SOMETHING THEY ARE LOOKING FOR. OH, OH, THAT'S A GREAT QUESTION . WISH THERE WAS A BLANKET TOO. THESE ARE THE TOP FIVE THINGS IT ENTIRELY DEPENDS ON WHO YOU ARE AS A PERSON AND WHERE YOU'RE KIND OF INTERESTED.

SO IF WE THINK ABOUT CATEGORIES OF THINGS PEOPLE ARE INTERESTED IN EXPERIENCE IS OVER THINGS AGAIN AND AGAIN THEY'RE INTERESTED IN MULTI GEN TRAVEL SIGNIFICANTLY BUT BEYOND THAT IT'S TO ANDY'S POINT NO LONGER FIVE BUCKETS OF THINGS. THERE'S A MILLION VARIATIONS.

SO FOR EXAMPLE FOR ONE OF THE SMALLER OF ACTUALLY THE STATE FOR WYOMING THAT WE WORK FOR WE DID THE RESEARCH THAT HE'S TALKING ABOUT AND WE FOUND SOMETHING THAT PEOPLE WERE SEARCHING MORE AND MORE WHERE WHERE CAN I SEE WILDFLOWERS IN WYOMING WITH MY CHILDREN? THAT WAS AN ACTUAL PROMPT THAT PEOPLE WERE PILLING UP. SO WHAT DOING FOR HILTON HEAD ISLAND IS MEASURING ALL OF THOSE ACTUAL PROMPTS THEN COMING UP WITH THE CONTENT TO ANSWER THEM. SO WE HAVE A REALLY ROBUST EDITORIAL CONTENT CALENDAR AND PART OF THAT PROCESS IS PULLING IT IN BUT THERE IS NO LONGER FIVE TOP TEN THINGS IT DOESN'T EXIST IT'S SO PERSONALIZED. YOU ALSO HAVE TO REMEMBER AND THIS IS A REAL STATISTIC LIKE IF YOU'RE TALKING ABOUT GOOGLE ALONE AIR MODE AIR OVERVIEWS ON A DAILY BASIS 15% OF ALL SEARCHES ON GOOGLE DAILY ARE NET NEW NEVER BEEN SEARCHED BEFORE AS IT RELATES TO TRAVEL BECAUSE OF HOW PERSONAL TRAVEL ACTUALLY IS. SO THAT THAT'S WHY THAT NOTION OF IF YOU ASK ME 12 YEARS AGO WHERE TO STAY, WHERE TO EAT YOU KNOW LIKE THAT WAS THE TRAVEL PLANNING MINDSET WHERE TO EAT IN BUT NOW IT IS SO SPECIFIC I AM FOR A DIM SUM RESTAURANT IN

[02:25:06]

IT'S NO LONGER SEO DRIVEN. IT'S ABOUT THE CONVERSATION THAT YOU HAD WAS IN SO YOU'RE CORRECT YEAH YEAH SO I'M GOING TO PUSH THAT WE KEEP GOING WE'VE GOT A LOT MORE INFORMATION TO GO THROUGH AND LET'S LET'S PICK UP SPEED JUST A LITTLE BIT.

ALL RIGHT. SO THE NEXT THING WE TALK ABOUT IS SEASONAL IMPACT METRICS PER THE CONTRACT. I THINK THIS SLIDE IS USEFUL BECAUSE TO THIS POINT EARLIER THE VISITOR NUMBER WE SAW EARLIER IS INCLUSIVE OF EVERYONE THAT COMES TO THE ISLAND WHETHER THEY'RE OVERNIGHT, WHETHER THEY ARE DAYTRIPPERS OR WHETHER THEY ARE SECOND HOME OWNERS WHO ARE HERE ,YOU KNOW, PART OF THE YEAR. SO THIS METRIC ACTUALLY LOOKS AT PAID VISITORS ARE STAYING IN A HOTEL OR A HOME VILLA AND SO WHAT YOU SEE WHAT YOU CAN SEE IS OUR HOME OF LITTLE MARKET REALLY PEAKS IN JUNE AND JULY WHICH I DON'T THINK SHOULD SURPRISE ANYBODY BUT I DO WANT TO SPECIFICALLY CALL OUT HOW HOTELS ARE MUCH MORE RESILIENT AS WE MOVE INTO THAT SHORTER SEASON THEY'RE DOING THE OCCUPANCY IS MUCH SLOWER AND MUCH LESS DEFINED THAN HOME ARE IN THE SAME TIME PERIOD OKAY STAKEHOLDER SATISFACTION SURVEY WE'RE GOING TO GO THROUGH IT RELATIVELY QUICKLY SINCE THEN WE ARE GOING TO BE SEEING IT SOON. I KNOW WE HAVE DATA SET UP TO KIND OF TALK WITH EVERYBODY ON THIS SO I THINK WHAT'S IMPORTANT TO NOTE OVERALL THE NET NET IS THINGS ARE HEADED THE RIGHT DIRECTION. I WANT TO REMIND EVERYONE THAT IS A SURVEY WE SENT OUT IN THE DEAD OF SUMMER. WE WANT TO KNOW WHEN YOU'RE FEELING IT.

WE WANT TO KNOW IN A MOMENT WE'RE NOT SITTING IT OUT IN JANUARY IT'S DONE BY A THIRD PARTY. IMG WHY GLOBAL THEY DO THIS DESTINATIONS ALL OVER THE COUNTRY AND IT IS INCREDIBLY YOU WON'T FIND A RESEARCHER A VALID RESEARCHER IN THE COUNTRY WHO WOULD TELL YOU THAT THIS SURVEY IS NOT STRONG IN ITS RESPONSE IT IS A PLUS OR -1.4% AND BY CONTRACT IT DOES FULFILL OVER 3000 RESPONSES. SO THE POINT WHERE IN SOME CASES I'VE MENTIONED TO YOU GUYS THAT MINIMUM Z Y TELLS US YOU CAN STOP NOW BECAUSE YOU'RE NOT YOUR RESPONSES GOING TO CHANGE. THEY'RE GOING TO REMAIN THE SAME ON THAT FRONT. SO LOOK AT TRENDS. I THINK THAT'S WHAT'S IMPORTANT TO LOOK WHEN YOU LOOK AT THE WAVES IN WAVES FOR YEARS THAT'S ALL THEY ARE THINGS YOU RESEARCH TERMS FOR YEARS YOU LOOK AT THAT YOU CAN SEE RESIDENTS GET IT THEY GET THE IMPORTANCE OF TOURISM THEY UNDERSTAND IT'S EXTREMELY IMPORTANT TO THE LOCAL ECONOMY SO WE'RE VERY PLEASED TO SEE THAT NUMBER HEADING IN A POSITIVE DIRECTION TRENDING ON THAT AND A GOOD STAKEHOLDER SATISFACTION SURVEY NO BIG SURPRISE PEOPLE THINK IT'S CROWDED IN THIS SUMMER. THAT'S SOMETHING THAT IMMENSELY SEES ACROSS ALL OF THEIR DESTINATIONS. BUT WHAT I DO THINK IS IMPORTANT LOOK AT THE NUMBER LOOK AT THE NUMBER THERE HOW IT'S TRENDING FOR THIS WAVE TO CROWD.

THAT NUMBER IS ACTUALLY HEADED DOWN A LITTLE. THAT'S THE DIRECTION YOU WANT TO SEE. YOU WANT TO SEE THAT DIRECTION DOWNWARD.

AND WE'RE PLEASED TO SEE ON THE OTHERS WHERE FOLKS SEE FOR EXAMPLE SPRING JUST RIGHT THAT'S THE LARGER NUMBER OF THAT GROUPING. SO WE'RE LOOKING AT THESE AND TRACKING WHERE WE ARE SEASONALLY WHEN WE LOOK AT DO PEOPLE GET IT DO THEY GET THE POSITIVES JUST TO GIVE YOU AN IDEA OF WHERE THE POSITIVES ON TOURISM ALSO ASKED THIS QUESTION ON WHAT ARE THE NEGATIVES WE DON'T JUST WANT THE COATED ANSWER TO THAT BUT WHEN WE'RE ASKING THEM THE POSITIVES THEY GET THAT IT GENERATES THE TAX REVENUE, THE JOBS INCREASE IS REAL ESTATE VALUES THAT'S AN IMPORTANT ONE IS COUNCILMAN BROWN MENTIONED SO MUCH IT COMES TO THE ESTATE AND SELLING HOMES HERE AS WELL WHO'S GOING TO BUY THE NEXT HOME WE ALL KNOW WHO BUYS THE NEXT HOME AND THAT'S USUALLY THOSE WHO HAVE VISITED HERE BEFORE SO THAT MATTERS. SO THOSE ARE TRENDING IN THE RIGHT DIRECTION.

THIS ONE I THINK IS REALLY IMPORTANT. I PUT THIS IN AND THIS IS SOME OF THESE QUESTIONS THAT I WANT TO MAKE SURE JOE YOU CAN UTILIZE THIS OBVIOUSLY FOR YOUR OWN. THAT'S WHY I THINK IT'S SO IMPORTANT TO COMMUNICATE THEM TO YOU IS WHEN YOU'RE LOOKING AT WHATEVER IT IS FOR SAFETY OR ORDER TO TOP ISSUES.

YOUR RESIDENTS TOLD YOU THEY TOLD YOU WHAT THEY ARE SO OFTEN WHEN YOU'RE HEARING A LITTLE CHATTER HERE, A LITTLE CHATTER THERE, IS THAT A TREND OR? IS THAT REAL OR IS THAT JUST SOMEBODY'S PERSONAL OPINION? DOES THAT REALLY RESONATE ACROSS BOARD? THIS SURVEY CAN HELP TELL YOU THAT. SO WHEN YOU LOOK AT THE STAKEHOLDER SATISFACTION SURVEY THE NUMBERS ARE SO HIGH IN TERMS OF 84% OF RESIDENTS AGREE THAT HILTON HEAD ISLAND IS A VERY SAFE PLACE TO LIVE. IT'S A HIGH NUMBER COMPARED TO OTHER DESTINATIONS. THIS ONE'S INTERESTING. THIS TELLS US WHERE THERE'S OPPORTUNITIES TO BE HAD WHEN IT COMES TO EDUCATING OUR RESIDENTS ON HOW TOURISM IS FUNDED. WE ALSO HIT THE ROAD I TALK ONE ON ONE AND TALK IN GROUPS THE TIME I'M CONSTANTLY COMMUNICATING OUT THERE I WELCOME THE QUESTIONS IT GIVES ME AN IDEA OF WHERE WE ARE THIS ONE TRENDS IT'S INTERESTING 69% OF FOLKS THINK THEY KNOW WHERE IT COMES. BUT IF YOU LOOK AT THOSE RED ARROWS THAT'S ACTUALLY WHERE

[02:30:05]

SO IT'S IMPORTANT TO NOTE THAT MANY RESIDENTS BELIEVE THEY'RE THEIR RESIDENT PAY FOR THAT OR THEIR LOCAL SALES TAX, THEIR OWN PROPERTY IS NOT THE CASE. IT'S FUNDED FROM THREE DIFFERENT SOURCES WE. ASK THE QUESTION TOO IN THIS WAY I THINK THE PERCEPTION ON TOWN FUNDING DUTIES DOES THE TOWN FUND TOURISM MARKETING? TECHNICALLY IT DOES NOT IN THE SENSE THAT WE'RE NOT TAKING MONEY OUT OF A POT FROM SOMETHING OR GOING THERE.

IT'S ALL FUNDED BY A TAX THROUGH PRIVATE FUNDING AND THROUGH STATE FUNDING.

SO MORE EDUCATION DO THERE THIS NEXT ONE I LOVE THIS SLIDE. I REALLY DO.

PRIDE ROSE TO AN ALL TIME HIGH. 89% OF RESIDENTS SAYING THEY'RE EXTREMELY OR VERY PROUD TO BE OF HILTON HEAD ISLAND. OTHER DESTINATIONS DREAM ABOUT THAT NUMBER THEY REALLY DO AT THE END OF THE DAY IT'S A STRONG NUMBER COMPARED TO ALL OF MAGGIE WISE DESTINATIONS THAT THEY SURVEY. IT'S THE HIGHEST ONE THEY SEE. SO THAT'S THAT GIVES YOU SOME COMPARISON AS WELL TO WHAT OTHER WHAT OTHER RESIDENTS SAYING.

HERE'S THE QUESTION. THIS IS AN INTERESTING ONE. WE ASKED THEM NOW EVERY YEAR WHAT DO YOU THINK ARE THE HOT BUTTONS? WHAT ARE THE TOP CONCERNS FACING OUR COMMUNITY? AND YOU CAN SEE WHAT THOSE ARE FROM A RESIDENTIAL STANDPOINT.

YOU CAN SEE HOW THEY'RE TRENDING TO 78 QUARTER PROJECT CONTINUES TO TREND UPWARD IN TERMS OF IS IT A TOP CONCERN FROM WAVE TWO TO WAVE FIVE WORKFORCE SHORTAGE? NO, NO NO SURPRISE THERE WE STILL DO HAVE SOME OF THE LOWEST UNEMPLOYMENT RATES IN THE STATE OF SOUTH CAROLINA IF NOT THE LOWEST AND OVERALL DEVELOPMENT LOOK AT HOW THAT POPPED UP. THAT'S SOMETHING YOU GUYS ARE DEALING WITH ON A REGULAR BASIS . YOU'VE ASKED US FOR THE THE NUMBER SURVEY.

SO WHEN I CALL THAT MEMBER SURVEY THAT'S WE SEND OUT AS I MENTIONED, I'VE DONE IT FOR 25 YEARS. WE SEND IT TO OUR MEMBERS SO IT'S A PRETTY ROBUST LIST OF OVER 3000 YET THE MEMBER SURVEY AND LET'S TURN THE PAGE THAT LET'S TAKE A LOOK AS WE SEE WHAT THEIR CONCERNS ARE AND YOU'LL SEE SOME SOME MIRRORS YOU'LL SEE SOME SURPRISES.

WE ALSO ASK OBVIOUSLY THIS IS OUR MEMBERSHIP SURVEY. WE WANT TO KNOW HOW ARE WE DOING? WE THAT QUESTION WE WANT TO BE ABLE TO ADJUST OUR PROGRAMS OR ADVOCACY WHATEVER IT MAY BE. SO WE'RE PULLING THAT NUMBER FROM STAKEHOLDERS SURVEY OVER 80% 80.2% BELIEVE THAT THEIR PARTNERSHIP VALUE TO THEIR BUSINESS AS A WHOLE THAT'S A POSITIVE NUMBER WE WANT TO SEE. WE ASK ABOUT OUR INVOLVEMENT IN THE COMMUNITY.

DO YOU FEEL THAT WE'RE A CONTRIBUTOR? THAT'S ALSO A POSITIVE NUMBER AND THEN ALSO FOR THIS NUMBER I THINK THIS IS ISN'T THIS THE ULTIMATE AND HOW LIKELY ARE YOU TO RECOMMEND SOMETHING THE RESTAURANT, THE HOTEL, THE DESTINATION, WHATEVER IT WOULD BE? HOW LIKELY ARE YOU TO RECOMMEND CHAMBER MEMBERSHIP TO ANOTHER BUSINESS? THAT NUMBER SITS AT 86% FOR VERY LIKELY UNLIKELY.

WE WANT TO SEE THOSE TRENDING IN THE SAME DIRECTION TO. SO THAT'S ONE REASON AND YOU SEE FOR ME I'M SO SORRY THANK YOU I'LL GET IT RIGHT NEXT TIME THE.

LOOK WE'VE LOOKED BACK AND WE HAVE SOME REALLY GOOD FEEDBACK AND SOME FOUNDATIONAL PIECES THAT WE'RE TAKING FORWARD INTO WE'RE PROPOSING FOR 2627 WE HAVE SEEN THAT PROPOSED BUDGET SO THIS IS COMFORTABLE. OUR TIMING IS THERE. WE CAN LOOK AT THOSE WOULD BE ALLOCATED IF YOU WANT BUT I WOULD LEAVE THAT TO YOU IF YOU IF YOU WANT TO TAKE THAT TIME TO GO THE REST OF COUNCIL THING SO WE'RE JUST GOING TO LOOK AT LIKE THE MARKETING AND PR EFFORTS OF HOW PROPOSE THE BUDGET IF YOU'D LIKE TO OKAY WITH IT.

OKAY. FORWARD TO GO AHEAD AND WE GO QUICKLY.

OKAY. SO AGAIN ADVERTISING THIS WOULD BE SECTION ONE OF THE BUDGET.

SO IF WE GO BACK I'M JUST ACTUALLY GOING TO PULL OUT MY BUDGETS IF WE'RE LOOKING AT OVERALL WHAT WE'RE PROPOSING FOR THE SECTION ONE OF THE TERK DOCUMENT THAT WE PROPOSED THERE ARE SEVERAL THINGS THAT FALL INTO ADVERTISING WHICH IS PRINT, DIGITAL BROADCAST, SOCIAL MEDIA AND WHAT WE SEE IN THERE IS GOING TO BE A MIX OF THOSE I WILL SAY THAT THE STRATEGY MOVING INTO 2627 SPEAKS TO ALL THE DETAIL WE JUST DISCUSSED.

WE ARE LEANING IN TO THIS LARGE LANGUAGE A.I. ARTIFICIAL INTELLIGENCE FOCUSED SO SO FIRST APPROACH. AND SO WHEN YOU LOOK AT THE BUDGET SPECIFICALLY IN THAT SECTION YOU WILL SEE THE BUDGET ALIGNING THOSE CATEGORIES OF FOCUS AND THERE WILL BE

[02:35:02]

YOU KNOW THAT HAS CHANGED TODAY IN THE CONTEXT SAY YOU KNOW THE NEW WAY PEOPLE ARE GOING TO YOU KNOW GOOGLE SEARCH THEY COULD BE GOING TO A PERPLEXING A CHAT CBT OR CLOG TYPE ENGINE TO KIND OF THE ANSWER THAT THEY WANT DIRECTLY THERE THERE IS NARRATIVE IN THE MARKETPLACE THAT WEBSITES LIKE WHAT'S THE VALUE THE DMO WEBSITE OR WEBSITE IN GENERAL THE VALUE OF THAT AS WEBSITES ARE KNOWLEDGE BASIS RIGHT THAT'S WE ARE GOING TO INFLUENCE THAT CONVERSATION THE ANSWERS ARE BEING CITED IN THESE RESOURCES AND YOU KNOW AN AGENT YOU KNOW, LET'S ASSUME I'M COMPLETELY NEW TO BRAND I'VE NEVER VISITED HILTON HEAD ISLAND BEFORE.

I'M GOING TO BE ABLE TO DO MY DISCOVERY, GET ANSWER TO THE QUESTION ON THOSE AGENTS.

BUT THERE IS SOMETHING TO BE SAID FOR BRAND RIGHT GOING THROUGH AND CAPTURING THE ESSENCE OF WHAT IT'S LIKE TO VISIT ONE OF THE PROPERTIES HERE WHAT IS IT LIKE TO EXPERIENCE THE BEACHES AND FOR ALL OF THESE MEDIA ASSETS OUR VIDEO CONTENT EVERYTHING ELSE IT DOESN'T MEAN THAT THAT CAN'T BE SURFACED IN THOSE ENGINES TO BUT WE ARE STILL SEEING MORE PEOPLE CLICK THROUGH THROUGH A CITATION OR THROUGH TO YOUR POINT EARLIER TRADITIONAL ORGANIC AND I FAILED TO REFERENCE THIS EARLIER BUT WHEN WE ARE SEEING KIND OF THE DECLINES IN ORGANIC SEARCH THE WAY THAT WE ARE. THE SILVER LINING THAT WE'RE SEEING THERE IS THE PEOPLE ARE TAKING THE TIME TO SCROLL AND CLICK ON THAT ARE HIGHLY ENGAGED AND THEY CONVERT AT A EXTREMELY HIGHER RATE THAN THEY WOULD HAVE TRADITIONALLY AND THEN IN OUR HOTEL PORTFOLIO I WILL TELL YOU ORGANIC VISITATION AND MAY BE ON THE DECLINE BY 2020 20 TO 30% HIGHER CONVERSION RATE THAN WHAT WE WOULD TRADITIONALLY BECAUSE THEY REALLY WANT THE PRODUCT THEY'VE TAKEN THE TIME I THINK I THINK WE'VE SPOKEN TO IT BUT AGAIN REITERATING THE IMPORTANCE OF BEING ENGAGED BOTH ON THE CEO OF GO AND REALLY UNDERSTAND KNOW YOU'RE GOING TO GO FOR IT BUT I THINK IT'S RE-EMPHASIZING THE AUTHORITY COMPONENT OF IT WE NEED TO ENSURE THAT WE'RE THE AUTHORITY YEAH AND REALLY HOW WE DO THIS FOCUSING ON TWO STEPS POINT EARLY ARE REALLY PUBLISHING CONTENT THAT WILL BE ANSWER TO THE QUESTION WE USE THE PHILOSOPHY INTERNALLY BOTTOM LINE UPFRONT LIKE ANSWER THE QUESTION RIGHT AWAY. THERE'S A REASON WHY YOU'RE SEEING A COMMON FRAMEWORK EVEN ON NEWS WEBSITES WHERE IT'S LIKE HERE'S THE HEADLINE, HERE'S THE BULLET, THE BURST OF WHAT YOU'RE ABOUT TO READ AND YOU REALLY WANT TO READ IT. HERE'S THE REST OF THE CONTENT.

SO TAKING THAT APPROACH WITH A LOT OF THESE NICHE TOPICS MAKING SURE THAT THE TECHNICAL HEALTH OF THE PLATFORM IS CONSTANTLY BEING SCRUTINIZED CONSTANTLY BEING IMPROVED WE HAVE SOME TECHNICAL IMPROVEMENTS, EXERCISES WE'RE GOING THROUGH IN 2026 TO REALLY CREATE A MORE LIGHTWEIGHT FRAMEWORK FOR THESE AIR FRIENDLY COMPONENTS THAT WE'RE ABOUT TO DEPLOY AND THEN THOSE OFF PAGE ELEMENTS ANYBODY THAT'S BEEN IN THIS INDUSTRY FOR A LONG TIME YOU KNOW, LINK BUILDING IS THE MOST TEDIOUS PART YET MORE RELEVANT THAN EVER REALLY IN TERMS OF THOSE CITATIONS BACK TO THE WEBSITE AND REALLY TELLING AND ALLOW OR A TRADITIONAL SEARCH ENGINE. WOW THIS WEBSITE IS THE AUTHORITY THERE'S ALL OF THESE ARTIFACTS ON THE INTERNET THAT ARE SAYING THE AUTHORITY TO LET SCORE ITS CONTENT HIGHER WHEN WE'RE TRYING DEVELOP OUR RESPONSES TO THE QUESTIONS AND REALLY THIS IS WHAT WE VIEW AS THE OPPORTUNITY LIKE I SAID THE LAST BECOME THE ANSWER RIGHT? SO NO IS OF THE DAY OF JUST HAVING A STATIC DEMO FRAMEWORK YOU KNOW WHERE YOU HAVE LIKE A A WHERE TO STAY SECTION AND LISTINGS KNOW THE WE'RE NOT FANS OF THE WORD BLOG BUT IT'S RELEVANT OR TOPICAL HOW CAN WE PUBLISH CONTENT RICH ARTICLES THAT ARE GOING TO CAPTURE NEEDS AND THESE CONVERSATIONS VERY SIMILAR TO MY EXAMPLE EARLIER RIGHT HOW DO I FIND A HOTEL THAT OFFERS ON PROPERTY CULTURAL EXPERIENCE IS SOMEBODY ASKED THAT QUESTION LET'S ANSWER IT THE WEBSITE IS ACTUALLY MAKING SURE THAT WE'RE STANDING OUT IN A SO THOSE CLEAN STRUCTURED PAGES THE THE

[02:40:04]

WE UNDERSTAND THAT IT'S CHANGED FROM LAST YEAR SEO TO AN API WHICH IS DIFFERENT EVERYTHING ELSE. SO I'LL SAY LET'S KEEP IT GOING BUT IT'S FASCINATING.

YES IT IS. IT IS RETHINKING KPI'S WE TOUCHED ON THIS IN THE BEGINNING BUT YOU KNOW THE FACT THAT WE NEED TO GET COMFORTABLE WITH THE FACT THAT ORGANIC SEARCH WILL RIGHT BUT THERE'S NEW WAYS TO BE FOUND SO WE'LL SPEND A LOT OF IN OUR REPORTING IN THE UPCOMING YEAR KIND OF GOING OVER THESE DIFFERENT AND THAT'S WHAT WE WANT TO KNOW. THERE YOU GO. SO WE GOING TO INCLUDE THESE NEW METRICS IN PURCHASES POINT AND HAS BOLDED LIST THAT'S WHY THOSE WERE ADDED THERE.

YES. YEAH I'D REALLY LIKE THAT TO SUM IT UP YOU KNOW EVERYTHING THAT WE DO MOVING FORWARD IS TAKING THIS KIND OF A LENS GEO GENERATIVE ENGINE OPTIMIZATION IS THE NEW DIGITAL PR WE TO MAKE SURE THAT WE'RE IN THE CONVERSATION SO EVERY COLLABORATION CHARLI'S DOING EVERY ASPECT OF THE MARKETING PROGRAM IS FOCUSED ON THAT AS ONE OF THE CORE PILLARS OF WAS THAT GOOD GREAT PERFECT AND WE CAN QUICKLY TO THIS I AGAIN I'M A VISUAL PERSON AND I THINK THIS JUST HELPS DEMONSTRATE HOW THE JOURNEY WORKS AND SPENT A LOT OF TIME TODAY TALKING ABOUT THAT JOURNEY THE JOURNEY IS DIFFERENT BUT WE NEED TO MEET THEM WHERE THEY ARE AND THIS IS HOW WE'RE DOING IT BY GIVING THEM THE RIGHT UP FRONT AND TAKING THEM THROUGH THAT JOURNEY FOR CONVERSION AS WE WANT THROUGH A LITTLE BIT FURTHER ON THE SLIDES I JUST WANT TO SHOW YOU SOME VISUALS NEXT SLIDE.

YOU KNOW WE TALKED QUICKLY ABOUT THAT PULSE CHECK ON ON THE BRAND.

THIS IS WHAT WE WERE SHOWCASING OUT IN THE MARKET. WE LAUNCHED NATURALLY TOGETHER IN A NEED TIME FRAME NEED BEING THE LATE FALL OR EARLY WINTER TO DRIVE PEOPLE TO THE DESTINATIONS TO ENGAGE THEM THROUGH NOT ONLY BEAUTIFUL RICH IMAGERY AND VIDEO BUT ALSO SOMETHING THAT MADE THEM FEEL CONNECTED. RIGHT.

AND THAT IS WHAT IS MOST IMPORTANT WHEN THEY'RE ASKING THESE REALLY DEEP QUESTIONS OF WHAT CAN I DO SPECIFICALLY TO MEET THE NEEDS MY FAMILY DURING VACATION WE BROUGHT THAT FORWARD WITH SOME OF THESE EFFORTS SO YOU'RE JUST GONNA SEE THESE ACROSS DIFFERENT PRINT AND SOCIAL TOUCHPOINTS AND THEN ONE MORE CLICK YOU CAN SEE HOW WE TAKE THAT THROUGH THE DIFFERENT TOUCHPOINTS OF THE DESTINATION WHO REALLY RESONATE WHAT WOULD THEY LIKE TO RECEIVE COMES ACROSS ALL OF OUR DIGITAL TOUCHPOINTS AS WELL OUR DIGITAL FRONT FRONT DOOR THE WEBSITE OF HILTON HEAD ISLAND DOT ORG AS WELL AS ALL OUR SOCIAL MEDIA FULFILLMENT.

ONE PIECE THAT WE DID TOUCH ON AND FULFILLMENT AND WE WILL WORK THROUGH WITH HAPPY TO TALK ABOUT THIS A LITTLE FURTHER IS THE FULFILLMENT COMPONENT OF THE VACATION PLANNER WILL REMAIN WITHIN BUDGET AND THIS IS BEING TREATED MUCH SIMILAR TO HOW WE WOULD DEPLOY ADS SOCIAL ADS WE SAW THIS IS AN EXTENSION THAT REQUEST THIS IS BEING REQUESTED AND PLACED IN OF THE BIGGEST TOUCH POINTS THAT WE KNOW OUR CONSUMERS AND TRAVELERS ENGAGE WITH THIS BOOK WHETHER THAT BE AN ONLINE REQUEST, A WALK IN OR A PHONE CALL REQUEST.

IT'S ALSO IN EVERY SINGLE ONE OF OUR EIGHT SOUTH CAROLINA WELCOME CENTERS AS WELL AS ALL THE OFFICES, ALL OF OUR TRADE SHOWS AS WELL AS ANY OF THE MEDIA OPPORTUNITIES THAT WE HAVE. SO THIS TOUCHPOINT FROM A SETTLEMENT STANDPOINT IS SOMETHING WE'LL BE KEEPING IN TERMS OF ANOTHER TOUCHPOINT OF THE BRAND AND I'LL SPEAK BRIEFLY ON MARKETING SPORT WHICH IS IT'S CREATIVE PHOTOGRAPHY VIDEOGRAPHY AND THEN MY PORTION WHICH IS RESEARCH AND I'LL JUST KIND OF TALK ABOUT LIKE OUR OVERARCHING RESEARCH STRATEGY AND THAT IS AS I MENTIONED EARLIER NOT JUST ABOUT WHO VISITORS ARE BUT IT'S ALSO IMPACT THEY HAVE ON THE COMMUNITY WHEN THEY'RE HERE.

SO A BIG PART OF THAT IS GETTING ACTIONABLE INSIGHTS AS TO WHO THE USERS ARE THROUGH PLACES LIKE ZYDECO PLACE OR AEI. OUR SURVEYS USING THAT TO INFORM MARKETING DECISIONS AND THEN WORKING WITH OUR RESEARCH PARTNERS THEY'RE HERE TO FIGURE OUT THE IMPACT THEY'RE HAVING ON THEIR ISLAND AND MAKING SURE THAT THEY'RE A GOOD INCREASE TO THE QUALITY OF LIFE FOR ISLAND RESIDENTS OF SOME GROUPS SALES AND MARKETING AND CHOOSE TARA I THINK WE CAN SPEAK QUICKLY ABOUT JUST HOW WE'RE GOING TO TAKE AND I WILL SAY THIS IS REALLY BETWEEN THE HUMAN TOUCH AND THE DIGITAL TECH TOUCH IN TERMS OF WHAT ANDY WAS TALKING ABOUT AND HOW WE'VE OPTIMIZED THIS PORTION OF THE WEBSITE TO COMPLEMENT THE NEEDS OF TODAY'S

[02:45:04]

SO WE'LL BE SEEING A LOT OF THAT I CAN'T TELL YOU HOW MANY MEDIA I WHETHER I'M IN PERSON OR THEY'RE CALLING ME GOING TELL ME WHAT'S YOU GOT THIS ARENA? SO THAT WAS INTERESTING I THOUGHT WE ALSO HAVE WE'RE LOOKING AT THE SPRING A BIT CULINARY SUSTAINABILITY TOGETHER OUR ENVIRONMENT AND WHAT COMES FROM THAT FOR US A LOT OF TIMES THAT'S FOOD AND SO THAT'S A REALLY IMPORTANT ASPECT OF WHAT WE'RE DOING.

JUST TO GIVE YOU AN IDEA TOO, WE'RE DOING THIS YEAR RBC HERITAGE MEDIA TRIP.

WE'RE DOING THIS IN PARTNERSHIP WITH WEBER SHANDWICK AND AGAIN THIS TALKS ABOUT THE AFFILIATION AND THE POWER OF OF PARTNERSHIPS. DESERTEC IS ALSO ANOTHER ONE OF THEIR CLIENTS. WELL WOULDN'T IT BE GREAT IF YOU TOOK THE OFFICIAL PGA ALLERGY SPONSOR AS YOU DO AND TIE THAT WITH A TRIP FOR MEDIA? AND SO IT'S NOT JUST ABOUT GOLF THOUGH COVERING WE'VE GOT PHENOMENAL MEDIA COMING IN FOR IT THUS FAR.

WE'VE GOT FORBES WE HAVE GOLF WEEK, WE HAVE CRAIG WE'RE IN TALKS NOW WITH GOOD MORNING AMERICA. SO THERE'S A LOT OF CONVERSATIONS BEING HAD BUT WE'RE HAPPY TO TIE THAT BACK AND BE TIED BACK TO TRAVEL AND I THOUGHT LET'S JUST END ON A HIGH NOTE. I THOUGHT IT WOULD BE GREAT TO REMIND US WE ALL KNOW THIS.

WE LIVE IN A BEAUTIFUL, AMAZING PLACE AND OTHER PEOPLE TAKE NOTICE OF THAT AGAIN, THIS TALKS ABOUT THE LIST THAT WE'RE ALWAYS ON. AND JUST TO CLARIFY POINT NOT A SINGLE LIST WE'RE ON HIS EVER IS NOT PAID FOR THOSE ARE ALL EARNED EARNED SPOTS ON THOSE AND WE'RE VERY PROUD OF THAT WHEN YOU THINK ABOUT PEOPLE SAVE UP THROUGHOUT THE YEAR TO SPEND ONE WEEK OF THEIR LIVES WHERE WE LIVE AND SO I THINK, I APPLAUD YOU I APPLAUD TOWN COUNCIL FOR FOR STAYING PURE TO THAT AND TRUE TO THAT AND WORKING TOGETHER WITH US TO MAKE SURE THAT THOSE AND WHAT WE ALL VALUE SO MUCH REMAINS WHAT WE ALL VALUE.

THANK YOU. WITH THAT THAT CONCLUDES OUR PRESENTATION.

I CERTAINLY TO SAY THANK YOU TO COUNCIL FOR ALLOWING US TO HAVE THIS TIME.

I WANT MR. ORLANDO FOR BRINGING US TOGETHER IT FORWARD AND THEN ANGIE AND I CAN TELL YOU WHEN WERE WHEN THE TEAM WAS HERE FOR THE FIRST PRESENTATION OUR FIRST DISCUSSION OUT THERE WAS THERE WAS QUITE QUITE A BIT OF DIRECTIONAL CHANGE ALONG WAY AND THAT'S THANKS TO ANDREA AND MR. BIRD THERE. SO IT'S BEEN A NICE TEAM EFFORT, COLLABORATIVE EFFORT AND WE APPRECIATE. THANK YOU. WELL, YOU KNOW, I'M NOT SPEAKING FOR ALL OF BUT TO BE ABLE TO SIT HERE TODAY, GO THROUGH THE NEXT YEAR, HAVE A BETTER UNDERSTAND WITH INPUT. YES. THERE'S SOME THINGS THAT WE WANT TO SEE SOME ADDITIONAL THINGS AND AND SOME THINGS THAT WE NEED TO DO AS WELL.

IT PUTS US IN A BETTER POSITION AND I THINK THAT'S WHAT BEEN LOOKING FOR.

SO I MEAN GET YOUR LITTLE. YES. THANK YOU.

YES AGAIN, THANK YOU. THIS IS THE MOST CONVERSATION WE'VE EVER HAD AND BACK AND FORTH REGARDING SOMETHING THAT IS SO IMPORTANT AND SO CRITICAL TO OUR AND THAT'S WHY WE WANTED TO HAVE A WORKSHOP TYPE OF FORMAT. AND ALTHOUGH WE'VE SPENT A LOT OF TIME PART OF IT IS BECAUSE THIS IS THE FIRST TIME WE'VE DONE THIS IN THIS FASHION WE HAVE A LOT OF QUESTIONS AND COMMENTS AND AND WANT TO UNDERSTAND AND LEARN AND AGAIN ,YOU KNOW, I WANT TO FOCUS ON THE EXPENSIVE MARKETING. THERE'S SOME THINGS THAT NEED

[02:50:04]

YEAH. MR. BROWN THANK YOU, MR. MAYOR .

AND I WANT TO I'M GOING ALWAYS TAKE NOTES AND TOOK A COUPLE AT THE BEGINNING MR. MILES SAID WE WANT TO ACCOMPLISH THREE THINGS PARTNERSHIP INPUT AND COLLABORATION.

I FEEL LIKE WE'VE DONE THAT THIS EVENING AND TO MY SON HIS POINT TOOK A LITTLE LONGER BECAUSE WE HAVE NOT DONE IT BEFORE SO I APPLAUD YOU ALL PARTIES INVOLVED TO GET US TO THIS POINT TO HAVE THIS DISCUSSION NOW WE'RE THERE ON ITS OWN AND MR. BIRD IS REALLY GOOD ABOUT PRESENTING TO THE F3 COMMITTEE. I DON'T OH BIG LONG PACKET OF INFORMATION BUT MORE THE THINGS THAT WE'VE ASKED ABOUT. OKAY AND WE FOCUS ON THAT.

SO I JUST ENCOURAGE US AS WE COME BACK TOGETHER THE NOTES THAT YOU'VE TAKEN THAT THAT BE OUR FOCUS, OKAY? BECAUSE THERE'S A LOT OF BACKGROUND TO ALL OF IT AND I WE'VE GOTTEN PAST THE POINT OF TRUSTING ONE ANOTHER IN THE COMMUNITY TRUSTING LET'S GET TO THE POINT OF WHERE OUR GAPS AND HOW CAN WE COLLECTIVELY WORK ON THOSE GAPS.

I THINK THAT'S WHERE WE NEED TO FOCUS OUR TO GET BACK TOGETHER. THAT'S JUST SOMETHING I WANT TO POINT OUT. AND ONE OF THOSE GAPS IS WAS MISPRICING BROUGHT UP EARLIER WITH THE UH, THE GULF RELEASES. ALL RIGHT UM A LOT OF THEM ON THE IN MY HEAD DOWN AND GETTING THE ELEPHANT ON THE TABLE SO WE CAN START RIGHT SIZE IT OFF IS IMPORTANT TO US OBVIOUSLY VERY IMPORTANT IF OUR EXPERTS HAVE TURNED IT INTO WHAT A STANDALONE PILLAR SO TO SPEAK.

OKAY. AND WE KNOW THAT WE'VE GOT PRIVATE ORGANIZATIONS THAT ARE GOING TO FUND THEMSELVES WHEN IT COMES TO MARKETING. OKAY.

BUT IT CAN'T WORK IN SILOS. IT HAS TO WORK TOGETHER. OBVIOUSLY THERE'S A PARTNERSHIP BETWEEN THE AND OUR DEMO. HOW DO WE SOLIDIFY THAT? I KNOW THAT'S AN AGREEMENT.

I DON'T KNOW IF AS BUT WE GOT TO SOLIDIFY IT SO THAT WE UNDERSTAND IT ALL RIGHT AND I THINK WE NEED TO GET TO THAT SOONER THAN LATER. THOSE ARE MY COMMENTS.

MR. MAYOR. THANK YOU. THANK YOU.

IT'S BETTER. SO I JUST WANTED TO TAKE A MOMENT I SAID WHAT I WANTED TO SAY ABOUT HOW IMPORTANT I FEEL LIKE THIS ENTIRE MEETING HAS BEEN.

BUT I ALSO WANT TO TAKE A MOMENT AND I GUESS THE RIGHT WORD IS CONGRATULATE AND COMMEND WHAT AN INCREDIBLE STAFF YOU HAVE. BILL.

THE PROFESSIONALISM, THE ATTENTION TO DETAIL, THE ABILITY TO EXPLAIN IT IN A WAY THAT ALL OF US CAN UNDERSTAND IS REMARKABLE AND I APPRECIATE IT AND I HOPE THAT EVERYONE WHO'S LISTENING DOES AS WELL. WHILE I MAY NOT KNOW INTEREST IN THE TECHNOLOGY I DO UNDERSTAND SURVEYS AND I DO UNDERSTAND RESULTS. I'D LOVE TO BE ABLE TO TO PIECE THIS TOGETHER SO I CAN GET A BETTER PICTURE OF IT ALL BUT CONGRATULATIONS WONDERFUL STAFF . THANK YOU ANGIE AND DAVE FOR ALL THE WORK THAT YOU ALL BEEN DOING. MARK I KNOW IT'S BEEN A LOT AND I THINK WE'RE HEADING GREAT SPACE SO AS SOON AS I WANT TO THANK YOU FOR THE TIME YOU SPEND TODAY I THINK IT IS HELPFUL TO DO A WORKSHOP BECAUSE THE QUARTERLY REPORTS WHILE THEY'RE FULL OF DATA SOMETIMES YOU SIT THERE ARE GLOSSED OVER BY DATA AND THEY'RE LIKE I DON'T REALLY KNOW WHAT I'M SUPPOSED TO BE DOING UP HERE BUT IT AND I'M GOING TO BE HARD ON YOU.

YOU KNOW I AM I'M GOING TO ASK TOUGH QUESTIONS AND I WILL KEEP ASKING QUESTIONS AND I'M GOING TO FIND MORE TOUGH QUESTIONS BECAUSE FRANKLY THE COMMUNITY IS TOUGH ON US.

OUR COMMUNITY EXPECT US TO FIND A RELATIONSHIP WITH SOMEONE WE CAN HOLD ACCOUNTABLE.

IT'S A LOT OF MONEY TO SPEND AND IT'S IT'S A LOT OF IMPACT ON OUR COMMUNITY TOURISM IS AND WE'VE GOT TO DO IT RIGHT AND WE'VE GOT TO BE OUT IN THE OPEN ABOUT IT AND.

I LIKE THAT WE'RE PUTTING A LOT OF DATA. THAT'S WHY I SAID STOP JUST A MOMENT. LET'S LOOK AT THAT WEBSITE YOU WERE TALKING ABOUT AND I, I OF HAND COMMENT ALL I HAVE TO DO IS THINK ABOUT IT AND I'LL FIND IT.

BUT IT'S REALLY IMPORTANT THAT WE HAVE ALL THIS INFORMATION OUT IN FRONT OF THE PUBLIC AND I THINK THAT I HOPE THE PUBLIC WILL APPRECIATE A LOT OF THE DISCUSSION WE HAD A LOT OF QUESTIONS THAT WE ASK BECAUSE THE IS HARD ON US AND SO WE'RE GOING TO BE HARD ON Y'ALL. WE'RE GOING IN THE RIGHT DIRECTION THAT THAT'S THE

[5. Public Comment - Non Agenda Items ]

AND CHRISTOPHER GAVE US ALL HIM LEAVE YOU DO THIS GET YES. MAYOR DECKERT NOT SEE HER

[02:55:12]

THAT'S HOW POWERFUL SERVICE CAN BE KNOWN THE BUSINESS AS THE SMART MARKETING GUY KEVIN STURTZ SAYS THE GREATEST THE MOST POWERFUL WAY TO INCREASE CUSTOMER LOYALTY IS REALLY VERY SIMPLE MAKE YOUR CUSTOMERS HAPPY. SO IN OUR CASE HERE ON HILTON HEAD THAT TRANSLATES INTO MAKING YOUR TOURIST HAPPY PROVIDE AN EXPERIENCE SECOND TO NONE. PHILIP CUTLER REGARDED AS THE FATHER OF MODERN MARKETING BY MANY SCHOLARS SAYS THE BEST ADVERTISING IS DONE BY SATISFIED CUSTOMERS BUT THAT AS A BACKDROP I WAS VERY DISAPPOINTED TO LEARN ABOUT THE STATUS OF THE HILTON HEAD ISLAND AMBASSADOR PROGRAM AT UCB. THE PROGRAM IS CURRENTLY UNDER REVIEW. NO NEW PROGRAMING IS PLANNED AT THIS TIME.

TOURISM FOR HILTON HEAD ISLAND WAS THE GOAL OF THE ISLAND AMBASSADOR PROGRAM WHICH CERTIFIED OVER 2800 AMBASSADORS. THE PROGRAM WAS INTENDED TO HELP EMPLOYEES EXCEED CUSTOMER EXPECTATIONS AND EMPOWER PARTICIPATE TO ENGAGE AT A HIGHER LEVEL WITH GUESTS. TO MY CRITICS WHO COMPLAIN THAT ALL I DO IS COMPLAIN HERE AT THIS PODIUM DO NOTHING MORE. I STRONGLY SUGGEST THAT THE TOWN FIND THE FUNDS WHETHER THEY BE TAX FUNDS OTHERWISE BE USED TO REVITALIZE THE NOW DORMANT ISLAND AMBASSADOR PROGRAM OR SOMETHING SIMILAR. IT CAN DO FAR MORE THAN SOME OF THE PROJECTS THE CHAMBER HAS PROPOSED YEAR AFTER YEAR AND AS AN ASIDE IF I WERE RUNNING THE CHAMBER MR. MILES I WOULD SPEND TWICE AS MUCH ON PUBLIC RELATIONS AND SOCIAL MEDIA BY CUTTING THE PAID ADVERTISING BUDGET. PR IS MUCH MORE POWERFUL THAN PAID ADVERTISING.

THANK YOU VERY MUCH. THANK YOU. SKIP HOAGLAND HOAGLAND.

IT'S NOT ABOUT. IT'S ILLEGAL ART, NOT A PRESENTATION.

IF A TOWN COUNCIL MEMBER VOTES TO APPROVE ACTION BASED ON LEGAL ADVICE FROM A TOWN LAWYER OR MANAGER IT IS DEEMED NOT ONLY ILLEGAL BUT CRIMINAL. ALL PARTIES INVOLVED THE COUNCIL MEMBER, THE TOWN MANAGER AND THE ATTORNEY MAY FACE SEVERE LEGAL, CIVIL AND PROFESSIONAL CONSEQUENCES. FOLLOWING THE THE ADVICE OF COUNCIL WAS GENERALLY NOT AN ABSOLUTE DEFENSE TO COMMITTING A CRIME PARTICULARLY IF THE OFFICIAL KNEW OR SHOULD HAVE KNOWN THE ACTION WAS ILLEGAL. HERE'S A BREAKDOWN OF WHAT HAPPENS TO THOSE INVOLVED.

CONSEQUENCE IS FOR COUNCIL MEMBERS IF THE VOTE WAS CAST WITH CRIMINAL INTENT OR DISREGARD FOR THE LAW, THE MEMBER COULD BE CHARGED WITH CRIMES AS CONSPIRACY, MALFEASANCE IN OFFICE OR MISUSE OF PUBLIC FUNDS. FOLLOWING LEGAL VICES IS USUALLY NOT A VALID IF THE ACTION IS NOT ONLY CRIMINAL. WHILE PUBLIC ARE OFTEN PROTECTED FROM PERSONAL LIABILITY FOR DECISIONS MADE IN GOOD FAITH UNDER THE DOCTRINE AND QUALIFIED IMMUNITY IN STATE CLAIMS ACTS, THIS IMMUNITY IS TYPICALLY LOST WHEN THE OFFICIAL ACTS OUTSIDE THE SCOPE OF THEIR AUTHORITY AND CRIMINAL ACTS.

CRIMINAL CHARGES CAN LEAD TO AUTOMATIC OR REMOVAL FROM OFFICE.

VIOLATION OF STATE ETHICS WHICH COULD LEAD TO HEFTY FINES TYPICALLY APPLIED IF A COUNCIL MEMBER BENEFITED FROM THE VOTE AND GO TO THE CHAMBER BALL. CONSEQUENCES FOR TOWN LAWYER DISBARMENT SUSPENSION PROVIDING LEGAL ADVICE THAT FACILITATES A CRIME IS A SEVERE VIOLATION OF PROFESSIONAL RULES AND IT'S WORSE IF THE LAWYER KNOWS IT'S CRIMINAL OR FRAUDULENT.

[03:00:02]

CONSEQUENCES FOR THE MUNICIPALITY ANY OR CONTRACT APPROVED BY COUNCIL CAN BE RENDERED VOID OR INVALID. THE TOWN MIGHT FACE LAWSUITS FROM CITIZENS OR BUSINESSES DAMAGED BEGAL TOWN AND CHAMBER ACTIONS. TOWN IS IN VIOLATION OF FOREIGN LAWS IGNORANCE IGNORANCE OF THE LAW. I DIDN'T KNOW IT WAS ILLEGAL.

IT'S NOT A DEFENSE. EVEN IF A LAWYER SAID IT WAS LEGAL.

FACT IS IT'S NOT ABOUT THE CHAMBER PRESENTATION. IT'S ABOUT THE RECEIPTS AND INVOICES ON WHERE MILLIONS WAS USED IN THE USA AND CANADA. THERE'S NO SECRET SAUCE LAWS.

IN FACT THE CHAMBER HAS COMMITTED EVASION TO THE IRS AND UNFAIRLY COMPETING WITH LOCAL MEDIA INCLUDING THE ISLAND PACKET HERE WITH US TODAY.

I ASK YOU ALL TO TO CLEAN IT UP AND STOP ALL THIS NONSENSE THAT YOU'RE TALKING ABOUT.

THANK YOU, MR. HOLMES. THE ACTION. THANK YOU.

ANYONE ELSE? THAT'S ALL HAVE. THAT'S ALL WE HAVE 601.

THANK YOU. THANK YOU ALL FOR YOUR TIME AND YOUR INPUT TODAY.

WE'LL HAVE A MOTION ADJOURN. SO ALL IN FAVOR. WE GOT IT.

WE'RE ADJOURNED. THANK YOU

* This transcript was compiled from uncorrected Closed Captioning.