Following a highly successful marketing campaign by the Isle of Palms Chamber of Commerce — projected to generate more than $1.6 million in revenue and $185,000 in tax revenue — the chamber plans to expand its efforts.
The campaign ran from December 2024 through February 2025 and was funded through the city’s accommodations tax (ATAX) program. Miles Marketing Agency designed and executed the campaign in partnership with the IOP Chamber. The total ad spend was just $10,676.55 and focused on promoting the island as a family-friendly vacation destination in key markets like Atlanta, Charlotte and Knoxville on Meta platforms.
Speaking during an ATAX committee meeting in March, Chamber Vice President Zach Lary and marketing professional Brian Hoffman of Miles Marketing shared how targeted Facebook and Instagram ads directed users to the chamber’s website, which hosts event calendars and categorized maps of the island to help visitors connect with local businesses.
“The big takeaway from this pilot: it’s replicable, it’s scalable,” Lary said. “More funding allows us to have more reach and ultimately more money for IOP businesses and the city as a whole.”
Following the campaign’s success, the chamber submitted a new request for $55,000 to expand its efforts but was ultimately approved for just $15,000. The chamber rescinded its funding request before it went up for a vote by the IOP Council.
“While we are excited to continue our digital marketing campaign promoting tourism to the island, we felt $15,000 would be insufficient for our vision,” Lary told The Island Eye. “We did not want to waste any ATAX funds generated by the island businesses we represent.”
The chamber’s goals include scaling up the marketing campaign across Google and Meta platforms, improving collaboration with city officials and local businesses, and using real-time data to optimize strategies.
Under South Carolina law, municipalities collect a 2% accommodations tax on overnight stays in hotels, inns and vacation rentals. At least 30% of this revenue must go toward funding a destination marketing organization (DMO). On the Isle of Palms, that portion — over $1 million annually — currently goes to the Convention and Visitors Bureau (CVB), also known as Explore Charleston.
City Council discussions on Tuesday, May 27, included how future chamber efforts might be funded in collaboration with the city’s DMO.
“This is advertising. It should come out of our 30% ATAX money. I support finding a way for you to get with the CVB and carve off a piece of that money in order to hit hard with this branding effort,” said Council Member John Bogosian. “I’m all in favor of supporting the chamber with more money around this initiative; I just think it’s in the wrong bucket.”
Mayor Philip Pounds indicated openness to exploring a shared approach. “I think it would be great to have an alternative, local DMO,” he said. “I think there’s enough to go around for more than one effort. It could get you further beyond the $55,000.”
