Bennish Brown is tired of talking about 2019 because much of what has happened in the local tourism industry in 2022 has been compared to that year.
On Tuesday, Brown, CEO of Destination Augusta (in the above photo), along with Augusta Sports Council CEO, Michelle Pippin, presented highlights of the local tourism and hospitality industries at Experience Augusta: The Annual Tourism Celebration Event.
“I want to move beyond 2019, but it provides important benchmarks,” he said.
This is the first year the event has been held in three years. Brown said leisure and hospitality is Augusta’s fourth-largest employment sector.
“When our industry shuts down, cities go dark,” he said.
Augusta University economics professor, Dr. Simon Medcalfe said in Augusta’s Metropolitan Statistical Area, the leisure and hospitality sector employs 26,500 people, which is about 10 percent of its workforce.
“Leisure and hospitality include hotel workers, which I think everyone would agree is tourism, but also restaurants, so some of those employees are servicing local residents, not tourists,” Medcalfe said.
Brown said as of the end of September, local hotel revenue was $103 million, thanks in part to the 2022 Masters, which was the first full tournament since 2019. In 2023, Destination Augusta will focus on several priorities, including safety and cleanliness; music; and impactful Augusta experiences.
In his presentation, Brown also provided attendees a sneak peek at Authentic Augusta Experiences, a new tourism product the agency is currently developing. These experiences will include Bringing Up a President: Tea with Mrs. Wilson; Mystery at the Morris: The Rest of the Story; and The Black Caddies of Augusta.
Pippin said the Augusta Sports Council has supported local supporting events for the last 30 years. In 2022, about 10,000 people competed in these events, which generated a total economic impact of more than $22 million.
Much of this impact came from four competitions: Ironman 70.3 Augusta, the Augusta Half Marathon, Soul City Criterium, and USA Cycling Collegiate Road National Championships.
The ASC also gives back to the local community by providing its annual G.A.M.E.S. Scholarship. Each year, 10 graduating CSRA high school student-athletes receive $1,000 each.
“I can’t wait to see what 2023 brings and look forward to seeing you at the next starting line,” she said.
