For more than 40 years, Arts in the Heart of Augusta (AITH) has had a growing impact on the local economy. This year, it is closing in on $2 million.
Destination Augusta estimates AITH draws approximately 100,000 to Augusta, and the impact has grown exponentially. The 2023 AITH brought in $1,739,000. That grew to
$1,849,000 in 2024. The tourism experts are predicting that this year could be bigger, with an estimated $1,872,000 impact.
“Our hotels are full; our rental car agencies are full. We employ for the festival, a lot of city workers,” Denise Tucker, Executive Director of the Greater Augusta Arts Council (GAAC), told ABD. “Those monies are going right back into our community, and it is a great economic punch for us.”
Downtown Augusta is gearing up to host the annual Arts in the Heart of Augusta (AITH) festival. This year, the festival will be centered on Augusta Common, Reynolds Street, and the Savannah River. It will be Sept. 19-21. It is presented by the City of Augusta and GAAC.
“Right now, we’re just doing things to make sure that we have all of our fencing taken care of,” Tucker said. “Working on artist hospitality, working on VIPs, we’re really just zipping up everything right now and making sure that this City actually has an
opportunity to have a beautiful festival.”
AITH was one of the last major events held in Augusta before Hurricane Helene ravaged the region. Tucker suspects part of the increased interest this year is a reaction to the storm.
“This community is so resilient. Being able to come off of a festival and go right into a hurricane and recover like we did,” she said. “I think that Augusta just needs a celebration. And I think the food, the arts, the dance, the music, is going to be a time for our community just to come together and say, ‘Hey, we made it. We’re here. Let’s have a great time.”
Tucker said music entertainers cross all genres.
“On jazz, we have Nikki Harris. We have Soul Asylum, which is the main headliner on the global stage. We have Leon (Robinson) and the Peoples. Most people know Leon as a movie star, but he also has a reggae band. We have Elliot Holden on the community stage. And then we have all of our favorite locals,” she said.
A festival the size of AITH runs largely on volunteer power. Membership Coordinator Bryce Giboney said they have between 450 and 500 signed up now, but need at least 100 more.
“They do all sorts of things around the festival, from managing the ticket gates, the entryways, to serving beer, helping keep the festival clean, helping with helping with artist hospitality,” he explained. “We have volunteers to help direct parking and concessions. Almost every aspect of the festival.”
The volunteer application form is on the AITH website: www.artsintheheartofaugusta.com
There is also a day-by-day breakdown of the arts, food, and music performances, as well as a link to purchase tickets.
Advance weekend passes are $15 and are good for all three days. At the gate, tickets will cost $20. Children 10 and under are free. Pets and coolers are prohibited; however, lawn chairs are welcome.
AITH is held rain or shine.
The festival will result in a series of street closings:
Wednesday, Sept. 17, 10 pm:
- 8th & Broad Street
- 7th & Reynolds
- 9th and Jones
- McCarten & Reynolds east to 8th & Reynolds. Starting Thursday, pedestrian paths will be blocked.
- On the levy at the western edge of the festival boundary (e.g., northeastern edge of the Marriott Hotel)
- On the river path at the west side of the Riverwalk Amphitheater
- On the levy at the eastern edge of the festival boundary
- On the river path at the eastern edge of the festival boundary
AITH ends on Sunday at 7 p.m. Closures will remain in place until the Sheriff’s Office determines the areas to be safe for traffic.
