Issue link: https://digital.copcomm.com/i/1511108
BENNISH BROWN , PRESIDENT/CEO OF DESTINATION AUGUSTA The energy and focus from our work with our local industry partners have really paid off. Our destination has exceeded pre-pandemic visitor numbers in all the key metrics. In fact, several of our hotels continue to see historic levels of occupancy and revenue generation. We recently rebranded and launched a new marketing campaign themed "Come See Augusta". It has performed extremely well. The campaign resonates because it shows real local residents doing their favorite thing that visitors can also see themselves enjoying. It captures the diversity of the people and culture that make Augusta such a rich place to discover and explore. We also created a new product for those craving unique immersive experi- ences. It's a curated collection of ten Authentic Augusta Experiences where you essentially become part of the event. Each "Experience" is totally unique and incredible. For example, there's "Augusta's Black Caddies: Men on the Bag". It's the unfiltered story of the men who led some of the most famous golfers to that coveted green jacket at The Masters – from Jack Nicklaus to Tiger Woods. Basically, you step into the lives of the caddies, and hear their highs and lows both on and off the golf course. The pinnacle of "Men on the Bag" is meeting a living legend, an actual former caddie, ask him questions, and together enjoy a pimento cheese or egg salad sandwich and an Arnold Palmer tea with lemon- ade. Our walkable downtown lays claim to one of the widest main streets in America. We are currently undergoing a major streetscape project covering 15 blocks that will bring even more charm to Georgia's second oldest city. Leisure and group visitors will love it! We work closely with our stakehold- ers, such as convention center, meetings hotels, and event venues, staying informed of their health and safety pro- tocols. We communicate those protocols especially to our group market visitors. From another safety standpoint, we keep law enforcement updated on what we call "arrivals" – it's a list of meetings and events coming to the city with expected attendance numbers so officials can plan and adjust from a public safety stand- point. I maintain that when everything else is equal among destinations -- facilities, natural beauty and other assets -- the competitive advantage always comes from engagement with people who are truly hospitable, and who work hard to anticipate the needs of visitors. The value proposition for us is heavily anchored in our true southern hospitality and how we treat all our visitors, even down to a sim- ple "hello" from someone as they walk along the sidewalk. COVID-wise, San Diego has great weather year-round, so we're able to host many events outdoors. San Diego has it all: a bustling down- town, laid-back beaches, world-class arts and culture, outdoor leisure, and a thriv- ing culinary scene. San Diego was recently awarded the No. 2 Best Big City in the U.S. by the dis- tinguished readers of Conde Nast Traveler as part of its annual reader's choice award. According to the survey results, a majority of readers noted San Diego's welcoming spirit and diverse cul- ture. Fostering this level of hospitality spirit, along with our natural laid-back lifestyle is a key differentiator in compar- ison to other large cities. San Diego is a fun, beautiful, and also convenient. Our airport is minutes from downtown, our convention center is steps away from the Gaslamp Quarter entertainment district, and we're home to world-famous venues and attractions such as the San Diego Zoo, SeaWorld San Die Diego,Legoland California Resort, Midway Museum, Balboa Park, the Rady Shell at Jacobs Park concert venue and more. San Diego was made to make memories.