Recognizing local successes in the tourism industry, Destination Augusta, the Augusta Sports Council and Film Augusta hosted a 2023 Experience Augusta annual tourism celebration at the historic Miller Theater on Monday, Nov. 13.
Emceed by community comedian Poncere Daniels, guests were invited to relax in the Miller Theater with food and drinks, before hearing an informative presentation of 2023’s economic changes within the film, sports and hospitality areas of Augusta.
“The leisure/hospitality industry is the fourth largest employment sector in our region, and I applaud all of your commitment to providing excellent service and a welcoming experience to the folks that come to beautiful Augusta, Georgia,” said Mayor Garnett Johnson. “I’m excited to learn more about the successes of 2023 and get a glimpse of the continued growth in Augusta’s hospitality industry in 2024.”
According to Destination Augusta, 2023’s highlights featured over 50,000 copies of the Augusta Experience Guide being distributed regionally and visitor spending totaling over $813 million, which saved the average household $822 in taxes generated by tourism.
Destination Augusta Board Chairman Brandon Haddock said a huge portion of the city’s building annual economic successes were to be attributed to the wonderful staff and efforts of the local hotels, restaurants and other hospitality experiences.
“You all excite our visitors … and you delight them with the unique attractions and experiences that they simply can’t find or enjoy anywhere else, but here in our great city,” he said. “[Destination Augusta] spends a lot of time getting them to Augusta, but you all are the reason they stay, and you all are the reason they come back.”
After analyzing the data of Destination Augusta, the Augusta Sports Council and Film Augusta, staff announced a combined economic impact of $53,306,683 with a total attendance of almost 200,000 from various events in 2023 alone.
Highlighted sports events and teams featured Augusta’s rowing team, the Ironman 70.3, the Nike Peach Jam, the USSSA Military Worlds Softball, the Augusta Half Marathon and several more.
“Sports tourism in Augusta is not just the Masters. We do a lot that nobody else thinks about and it’s a passion to me to be able to say that – aside from that first week in April – the Augusta Sports Council makes sure the other 51 weeks in the year are important,” said Augusta Sports Council Board Chairman Charlie Walker.
Awarding $32,000 of sports development funding to local groups, Michelle Pippin, CEO of the Augusta Sports Council, said such significant strides were a result of dedicated athletes who braved harsh weather conditions and overcame personal difficulties to be able to compete and add to Augusta’s thriving economy with their passion.
Pippin also thanked Augustans for showing their support of the recently approved James Brown Arena taxes, which will allow the city to target bigger events and bring more tourism to the CSRA.
With conventions, competitions and festivals inviting thousands to the CSRA, Augusta & Co. reported having over 21,000 visitors in 2023, and the city hosted 51 local business popup shops.
Films shot and released in Augusta during 2023 included: “Five Star Murder,” “Weight” and “The Hill,” which resulted in a $1.1 million impact that created 97 jobs.
“I will say that even with some of the hurdles we face, I still love this industry,” said Bennish Brown, CEO of Destination Augusta. “I feel so good about this industry and the work we do for the city of Augusta. I think what we’ve learned is the quickest path to success and to helping our community flourish is working together in very intentional ways.”
Presenting data that showcased economic trends in the community, Brown said Augusta visitor spending has nearly doubled in 10 years, with visitors generating $480 million in 2013.
“Effective partnerships lead to community vitality and community vitality attracts visitors,” he said. “… My premise is that, in just a couple of years, the tourism industry in Augusta will be a $1 billion industry.”
Ending his presentation, Brown said he is looking forward to continuing his team’s second year of the established 3-year plan, which will next be working to identify experts to assist and give advice on a possible outdoor, waterfront attraction – such as a zipline – as well as continued growth of festivals and events hosted within Augusta.
“When we work to provide opportunity to the people in our community, Augusta shines as a desired travel destination,” he said.
Honoring those who have gone above and beyond to strengthen Augusta’s tourism and hospitality services, the event ended by awarding several organizations and individuals, including: the Community Spirit Award to Coco Rubio, the Film Augusta Partner of the Year Award to Mark Crump, the Partner of the Year Award to Phinizy Center & Nature Park, the Masters of Hospitality Award to Ella Mae Mays and the President’s Award to Michael Wolff.
Known throughout the community for his year-round spooky and informative ghost tours, Brown said Wolff was awarded the special Presidential Award for his undeniable love of Augusta and his unyielding mission to help grow local interest in the community.
“[Wolff] consistently goes above and beyond to promote and strengthen Augusta’s tourism economy,” he said.
Brown praised Wolff for being an enthusiastic problem solver and leader with out-of-the-box thinking that “answers the call every time.”
“For me, I appreciate that he actually challenged me and my thinking early on after I got here,” said Brown. “He keeps innovation and creative thinking at the top of his mind as only a former Walt Disney disciple can do.”
Embodying humbleness and gratitude, Wolff said his passion has always been motivated by a deep love for his community and city.
“I just feel overwhelmed and humbled. I mean I don’t have enough words to say,” Wolff said as he grinned. “It’s nice to know that the hard work pays off, but I didn’t do it for any recognition – I just love Augusta.”
After t-shirts and prizes were given to a select few, the celebration ended with a final cheer to congratulate all those who were recognized at the event and to the future plans that Destination Augusta and its partners are planning to implement in the coming year of 2024.
“I wish you all great success in 2024,” said Johnson. “Let’s continue to do great things in our beautiful city of Augusta, Georgia.”
