March 14, 2017 Page 2 of 3 - townofbluffton.sc.gov · March 14, 2017 Page 2 of 3 • The request of $20,000 is approximately 19% of the event’s total $105,000 budget. • The HHSO

March 14, 2017 Page 2 of 3

• The request of $20,000 is approximately 19% of the event’s total $105,000 budget. • The HHSO is looking to rebrand to “Symphony of the Lowcountry” to incorporate the

growing population of Bluffton and beyond. • Eligible “tourism-related expenditures” include:

o “Advertising and promotion” which is budgeted at $12,400 for this event and include TV marketing, traditional advertising, and new this year utilizing enhanced digital marketing and Geofencing.

o “Operation of facilities for civic and cultural activities” with $7,600 being requested of the total $40,300 concert production budget made up of sound, lighting, staging, and tent expenses.

• Goal is to have 20-30% of out of town attendees, similar to HHI’s Symphony Under the Stars that would also utilize the Bluffton hotels.

The committee voted to recommend a total award of $20,000.

Symphony Under the Stars Total Budget Requested ATAX Grant

(approx. 19% of event budget)

Marketing (Advertising & Promotion): $ 12,400 $ 12,400Concert Production (Const., Maint. & Oper.): 40,300 7,600Artistic & Personnel: 52,300 N/A

Total $ 105,000 $ 20,000N/A – Not Applicable

Historic Bluffton Arts & Seafood Festival, Inc. requested $30,000 to support advertising,

promotion, and security costs for the 2017 festival.

• This is a 9-day event beginning on October 14, 2017 through October 22, 2017. • The request of $30,000 is approximately 25% of the total $120,900 budget. • The increase in this year’s request is due to the rising cost of advertisement as well as a

new marketing campaign targeting Charlotte, Atlanta, Columbia, Jacksonville, and Charleston.

• Although Hurricane Matthew had an effect on the number of tourists that attended in 2016, it was still heavily attended and continues to grow and gain recognition.

• This festival was recognized as a great destination venue by the Southeast Tourism Society as one of the top 20 events in the southeast.

• Other sources of funding include vendor fees, sponsors, merchandise sales, event admissions, and $10,000 for Southern Living advertisement from Beaufort County ATAX funding.


Historic Bluffton Arts & Seafood Festival Total Budget Requested ATAX Grant


Advertising: $ 45,000 $ 25,590Activity Expenses (Author Night, Races, etc): 30,500 N/AOperating Expenses: 27,400 N/ALabor (Security & Fire): 15,000 4,410Event Expenses: 3,000 N/A

Total $ 120,900 $ 30,000N/A – Not Applicable

March 14, 2017 Page 3 of 3

The Old Town Bluffton Merchants Society (OTBMS) requested $48,000 to support

advertising for Bluffton As a Destination.

• OTBMS promotes the ambiance of Old Town Bluffton and a great destination to visitors and tourists.

• The request of $48,000 is approximately 61% of the total $78,921 budget. • Multiple Old Town events are advertised such as Art Walks, Christmas Parade

Weekend, Shuckin’ & Shaggin’, etc. • Surveys and guest registry logs show attendees from more than 30 different states and

Canada visiting Old Town Bluffton.


Bluffton As a Destination Total Budget Requested ATAX Grant (approx. 61% of event

budget) Advertising Expenses: $ 59,621 $ 48,000 Fundraising Expenses: 11,400 N/AOperational Expenses: 7,702 N/A

Total $ 78,921 $ 48,000 N/A – Not Applicable

ATTACHMENTS:

1. Accommodations Tax Advisory Committee (ATAC) draft meeting minutes from August 15, 2017

2. Hilton Head Symphony Orchestra: Symphony Under the Stars grant application –available in hard copy upon request

3. Hilton Head Symphony Orchestra: Symphony Under the Stars ATAC Scoring Sheet Summary

4. Historic Bluffton Arts & Seafood Festival Inc. grant application – available in hard copy upon request

5. Historic Bluffton Arts & Seafood Festival Inc. ATAC Scoring Sheet Summary 6. Old Town Bluffton Merchants Society: Bluffton As a Destination grant application –

available in hard copy upon request 7. Old Town Bluffton Merchants Society: Bluffton As a Destination ATAC Scoring Sheet

Summary 8. ATAC Scoring Table Rating Matrix 9. Previously Funded Grant Listing 10. Council Motion Recommendations

Attachment 1

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ACCOMMODATIONS TAX ADVISORY COMMITTEE MEETING MINUTES AUGUST 15, 2017

Vice-Chairman Sam Britt called the meeting to order at 6:00 p.m. Other committee members present were Maria Kramer, Jean Wilson, Joseph Kropiewnicki, Bridgette Frazier. Staff in attendance was as follows: Trisha Greathouse, Director of Finance & Administration, Natalie Majorkiewicz, Treasury Manager, and Terrieca Green, Payroll/Revenue Coordinator.

Introduction of New Committee members- Joseph Kropiewnicki and Bridgette Frazier

Election of Officers, per By-Laws, 1st meeting after July the following officers must be elected, Chairman, and Vice Chairman Wilson nominated Britt as Chairman. Kramer seconded. The motion carried unanimously. Wilson nominated Kramer as Vice-Chairman. Britt seconded. The motion carried unanimously

Approval of change in date and location for the November 2017 meeting being moved from the originally adopted November 21, 2017 at Theodore D. Washington Municipal Building to November 22, 2017 at Rotary Community Center, Oscar Frazier Park, 11 Recreation Court, Bluffton, SC. – With November 21, 2017 being so close to Thanksgiving the date change is moved to Thursday, November 16, 2017 at 6:00 pm at Rotary Community Center, Oscar Frazier Park, 11 Recreation Court, Bluffton, SC

Financial Report – Trisha Greathouse, Director of Finance & Administration The total funds available for distributions are $393,572 (State Accommodations Tax $88,562 and Local Accommodations Tax $305,010)

Committee Approval and Recommendation to Town Council on Applicant’s Request as follows:

Hilton Head Symphony Orchestra: Symphony Under the Stars- $ 20,000 Tim Ridge, Chairman of the Board, began the presentation and voiced Hilton Head Symphony Orchestra’s desire to extend well beyond just Hilton Head Island with the rebranding to Symphony of the Low Country. This is the first time Symphony Under the Stars will be held off Hilton Head. The theme of the event is Symphonic Soul. Currently 20% of attendees are from out of the area when the event is held on Hilton Head. Sarah Bergin, Director of Marketing, gave on overview of the different ways of promoting the Symphony under the Stars to target outside areas and the need to increase marketing expenses to have a good turnout for the first event. Bergin expounded on the television advertisement with WTOC evening news, WSAV Today Show, and Time Warner/Comcast covering the Bluffton, Beaufort, and Savannah area. The TV advertisements reach over 350,000 households. WHHI TV puts the schedule out to the hotels. Enhanced Digital Marketing will be done for the first time with Island Packet and this should target 26,000 of Island packet emails. Geofencing will also be used in Charleston, Columbia and Jacksonville areas. HHSO hopes to have the same success in Bluffton as currently on Hilton Head and noted out of town attendees specifically come to Hilton Head for the event. Kramer motioned to grant $15,000. Britt seconded. After discussion the motion failed unanimously. Kramer made the motion to grant $20,000. Britt seconded. The motion carried unanimously.

Attachment 1

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Historic Bluffton Arts & Seafood Festival, Inc. – $30,000

Mary O’Neill, President stated the organization is 100% volunteer staffed. The event has grown from a 1-day event to a week-long festival with hopes to see it keep growing with other organizations hosting events under the umbrella of the festival. This year Bluffton Self Help is holding a new event called Sips & Seafood party at Hampton Lake as a segment of the festival. The festival’s budget increased $5,000 to help cover the rising cost of advertisements. Various advertising methods include print, TV, partnering with the Chamber vacation planner, web site, newsletters, email blasts, and Geofencing. Many of the artists stay at Comfort Inn & Suites (Bluffton hotel). Surveys are taken every year using USCB’s Hospitality Management Department sharing the cost with HHI-Bluffton Chamber. Last year out of town attendees dropped from 37% to 29.4% due to Hurricane Matthew. Other sources of funding include $10,000 from Beaufort County ATAX funding for the Southern Living ad.

Frazier motioned to grant $30,000 Kropiewnicki seconded. The motion carried unanimously

Old Town Bluffton Merchants Society (OTBM): Bluffton As a Destination – $48,000 Mary O’Neil, presently in charge of marketing, stated the annual request is for their general advertising and marketing campaign promoting Old Town Bluffton as a great destination for visitors. Included in the promotion of Old Town Bluffton are the many events held in Old Town such as the three Art Walks, Christmas weekend, and Shuckin’ & Shaggin’. This year OTBM also hope to host the first Paint the Town event in Old Town starting in the Promenade and proceeding down Calhoun. OTBM hopes that visitors will come for one of the Bluffton events and stay for the experience. O’Neil noted the benefits of partnering with local organizations to share in promoting Bluffton and the costs associated with it. Kramer motioned to grant $48,000. Frazier seconded. The motion carried unanimously

Meeting adjourned at 7:15 p.m.

Attachment 3

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ACCOMMODATIONS TAX ADVISORY COMMITTEE STAFF REPORT Department of Finance & Administration

MEETING DATE: August 15, 2017 SUBJECT: Hilton Head Symphony Orchestra: Symphony Under the Stars

PROJECT MANAGER: Trisha Greathouse, Director of Finance & Administration

Summarized below is the application from the Hilton Head Symphony Orchestra for Accommodations Tax grant dollars in support of advertising and partial facility costs for the inaugural ”Symphony Under the Stars” to be held at Montage Palmetto Bluff in Bluffton.

Requested Amount: $20,000

Symphony Under the Stars Total Budget Requested ATAX Grant


Marketing (Advertising & Promotion): $ 12,400 $ 12,400Concert Production (Const., Maint. & Oper.): 40,300 7,600Artistic & Personnel: 52,300 N/A

Total $ 105,000 $ 20,000Eligible “Tourism-Related Expenditures” per South Carolina Code of Laws: Advertising & Promotion (Marketing):

• A new marketing campaign through Chamber of Commerce, TV Stations, magazine ads budgeted at $11,800

• Programs and flyers budgeted at $600 Construction, Maintenance & Operation of Facilities (Concert Production):

• Sound and lighting budgeted at $6,300 • Staging and tent budgeted at $34,000

Festival/Event: 2-day event with a performance on both October 3rd and October 4th, 2017. Bluffton Event: The events are held at Montage Palmetto Bluff located in Bluffton. Tourism Draw %: Potentially 40% will be from out of area attendees based off of similar events held on Hilton Head Island. Benefit to Tourism: Opportunity to reach HHSO enthusiasts from 25 other states and bring them to Bluffton utilizing the International Piano Competition supporters as well as introduce the new Montage Resort expansion. Self-Sufficiency % (Financial Need): Requesting approximately 19% of the total event budget.

Table Rating (Scores 0-5 with 5 satisfying the qualifications best, exception Advertising 0-15)

Amount Requested

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$20,000 9 4 4 2 3 4 26

Previous Funding Amounts – Hilton Head Symphony Orchestra: Symphony Under the Stars

Fiscal Year

Amount Requested

% of Budget

Advisory Committee

Recommendation

Town Council

Approved Expended Comments N/A – First time applying.

Attachment 3

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Accommodations Tax Committee Recommendations and Comments:

The Committee recommends funding $20,000 for advertising and partial facility costs.

Attachment 5

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MEETING DATE: August 15, 2017 SUBJECT: Historic Bluffton Arts & Seafood Festival Inc.


Summarized below is the application from the Historic Bluffton Arts & Seafood Festival, Inc. for Accommodations Tax grant dollars in support of advertising, promotion, and security for the 2017 festival.

Requested Amount: $30,000

Historic Bluffton Arts & Seafood Festival Total Budget Requested ATAX Grant


Advertising: $ 45,000 $ 25,590Activity Expenses (Author Night, Races, etc): 30,500 N/AOperating Expenses: 27,400 N/ALabor (Security & Fire): 15,000 4,410Event Expenses: 3,000 N/A

Total $ 120,900 $ 30,000Eligible “Tourism-Related Expenditures” per South Carolina Code of Laws: Advertising & Promotion:

• The project costs include advertising/promotion expenses through various venues including but not limited to print and digital advertising, radio, TV, chamber vacation planner, website, etc. Promotion markets include Atlanta, Charleston, Jacksonville, Charlotte, etc. A new marketing campaign through Chamber of Commerce, TV Stations, magazine ads budgeted at $45,000

Security & Fire Protection (Based on Estimated Percentage of Tourists): • Budget $15,000 • Estimated tourism draw 29.4% equates to $4,410 allowable for ATAX Grant.

Festival/Event: 9-day event beginning on October 14, 2017 through October 22, 2017 Bluffton Event: Yes, located in Old Town Tourism Draw %: 29.4% Benefit to Tourism: Local hotels noted positive results from the packages offered for the festival and were sold out over the past couple of years. Merchants experience a marked increase in tourist traffic within their stores/restaurants each year during the festival. Self-Sufficiency % (Financial Need): Requesting approximately 25% of the total budget.


Amount Requested A

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$30,000 13 5 5 3 4 4 34

Attachment 5

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Previous Funding Amounts – Historic Bluffton Arts & Seafood Festival Inc.

Fiscal Year

Amount Requested

% of Budget

Advisory Committee

Recommendation

Town Council

Approved Expended Comments 2017 $ 25,000 23% $ 25,000 $ 25,000 $ 25,0002016 20,000 22% 20,000 20,000 20,0002015 23,000 26% 23,000 23,000 23,000


The Committee recommends funding $30,000 for advertising and partial security costs.

Attachment 7

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MEETING DATE: August 15, 2017 SUBJECT: Old Town Bluffton Merchants Society: Bluffton As a Destination


Summarized below is the application from The Old Town Bluffton Merchants Society for “Bluffton As a Destination” for Accommodations Tax grant dollars to promote the ambiance of Old Town Bluffton to tourists through event advertising in various medias.

Requested Amount: $48,000 annual request July 1, 2017- June 30, 2018

Bluffton As a Destination Total Budget Requested ATAX Grant (approx. 61% of event

budget) Advertising Expenses: $ 59,621 $ 48,000Fundraising Expenses: 11,400 N/AOperational Expenses: 7,702 N/A

Total $ 78,921 $ 48,000

Eligible “Tourism-Related Expenditures” per South Carolina Code of Laws: Advertising & Promotion:

• General advertising and marketing, promoting Old Town Bluffton as a great destination for visitors and focuses on the promotion of Old Town Bluffton events.

• Regional and event marketing for 6 major events: $38,421 • Tourist maps: $4,200 • TV to include web and video updates: $17,000

Festival/Event: Multiple Old Town events held throughout the year such as Art Walks, Christmas Parade, Shuckin’ & Shaggin’, etc. Bluffton Event: Yes Tourism Draw %: 30% to 40% depending on the event. Surveys and guest registry logs show attendees from more than 30 different states and Canada visiting. Benefit to Tourism: Tourism continues to increase with the generation of regional publicity through advertising, radio, WHHI-TV spots, internet, chamber vacation planner, HHI vacation directory hotel book, maps, and special events. Self-Sufficiency % (Financial Need): Requesting approximately 61% of total budget.


Amount Requested

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Comments

$48,000 11 3 5 3 3 3 28

Previous Funding Amounts – Old Town Bluffton Merchants Society: Bluffton As a Destination

Fiscal Year

Amount Requested

% of Budget

Advisory Committee Recommendation

Town Council

Approved Expended Comments 2017 $ 48,000 54% $ 48,000 $ 48,000 $ 48,0002016 48,000 55% 48,000 48,000 48,0002015 48,000 59% 48,000 48,000 48,000

Attachment 7

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The Committee recommends funding $48,000 for advertising and promotional costs.

Attachment 8

Table Rating Matrix-----COMMITTEE AVERAGE POINTS------Points

Awarded

Advertising possible total points - 15

Part 1 - 5 points possible based on how much of the requested funds go toward advertising

0% of funds go toward advertising 0 points

1% - 20% of funds go toward advertising 1 points





Part 2 - 10 points possible based on where the advertising is placed

None of the funds go toward advertising 0 points

Local newspapers/periodicals and electronic advertising (examples Island Packet, Bluffton Today) 2 points

Local guides/periodicals specifically geared toward tourists with a shelf life of more than 30 days 4 points Larger regional publications and electronic marketing within 100 miles (example Charleston or Savannah newspapers) 6 points Newspapers/periodicals/electronic marketing to large, metropolitan areas outside of 100 miles away (example Atlanta Journal/Constitution, Charlotte newspaper, Washington Post ,Chicago Tribune) 8 points

Nationally distributed newspapers/periodicals/electronic marketing (example, USA Today, New York Times, Time Magazine, Southern Living, airline in-flight magazines) 10 points

Festival/Event possible total points - 5

higher point value given to requests for festivals or events

length of event or festival should be considered. Is it an all-day event versus a two-hour event?

higher point value could be awarded for multi-day festivals

Bluffton Event possible total points - 5

higher point value given to events held within the town limits of Bluffton

higher point value given to events spanning multiple locations?

Tourism Draw possible total points - 5

0% of attendees are tourists based on historical or projected information 0 points

1% - 20% of attendees are tourists based on historical or projected info 1 points





Benefit to Tourism (economy) possible total points - 5

higher point value given to events that encourage overnight stays

higher point value given to events that have local business participation

Self Sufficiency possible total points - 5

100% of budget from ATAX request 0 points

80% - 99% of budget from ATAX request 1 point

60% - 79% of budget from ATAX request 2 points




Miscellaneous possible total points – 10 (Only use if applicant does not qualify as a festival/event)

Group Average Grand Point Total out of a possible 40 points

Group Average % (out of 40 points)

Attachment 9

Advisory Town Source Final

Grant Requests Amount Committee Council of Paid Paid Paid Grant Report

Requested Recommendation Approved Funding FY 2016 FY 2017 FY 2018 Remaining # Due

Applications Received June 30, 2015

Beaufort County Black Chamber of Commerce 20,000$ 3,250$ 7,500$ State ATAX 7,500$ -$ S006 01/31/16

Bluffton Historical Preservation Society - Annual Amount $100,000 (2nd Req) 75,000$ 25,000$ 25,000$ State ATAX 25,000$ -$ S001 07/31/16

Historic Bluffton Arts & Seafood Festival 20,000$ 20,000$ 20,000$ Local ATAX 20,000$ -$ L004 11/23/15

LowCountry Golf Course Owners Assoc 7,500$ 7,500$ -$ Local ATAX -$ -$ L010 n/a

The May River Theatre Company 15,000$ 7,500$ 7,500$ Local ATAX 7,500$ -$ L003 03/31/16

Old Town Merchants Society - Annual Request $48,000 12,000$ 12,000$ 12,000$ Local ATAX 12,000$ -$ L002 08/01/16

Society of Bluffton Artists - Visual Arts as a Destination 10,700$ 6,000$ 10,000$ Local ATAX 10,000$ -$ L007 03/01/16

Total Grants for 1st Quarter Payments 160,200$ 81,250$ 82,000$ 82,000$ -$ -$ -$

Applications Received September 30, 2015

Bluffton Historical Preservation Society - Annual Amount $100,000 (3rd Req) 50,000$ 50,000$ 50,000$ State ATAX 50,000$ -$ S001 07/31/16

Old Town Merchants Society - Annual Request $48,000 (2nd Req) 12,000$ 12,000$ 12,000$ Local ATAX 12,000$ -$ L002 08/01/16

Farmer's Market of Bluffton - Annual Request $34,000 (3rd Req) 14,142$ 14,142$ 14,142$ Local ATAX 11,786$ 2,356$ L005 01/31/16

The Greater Bluffton Chamber of Commerce - The Taste of Bluffton 20,000$ 10,000$ 10,000$ Local ATAX 7,975$ 2,025$ -$ L013T 05/09/16

Total Grants for 2nd Quarter Payments 96,142$ 86,142$ 86,142$ 81,761$ 2,025$ -$ 2,356$

Applications Received December 31, 2015

Old Town Merchants Society - Annual Request $48,000 (3rd Req) 24,000$ 24,000$ 24,000$ Local ATAX 24,000$ -$ L002 08/01/16

Farmer's Market of Bluffton - Annual Request $53,585 53,585$ 24,068$ 29,436$ Local ATAX 12,002$ 8,144$ 9,290$ L005 01/31/17

Total Grants for 3rd Quarter Payments 77,585$ 48,068$ 53,436$ 36,002$ 8,144$ -$ 9,290$

Applications Received March 31, 2016

Bluffton Historical Preservation Society - Annual Amount $90,000 90,000 90,000 90,000 State ATAX 90,000$ -$ S001 07/31/17

Total Grants for 4th Quarter Payments 90,000$ 90,000$ 90,000$ -$ 90,000$ -$ -$


Beaufort County Black Chamber of Commerce 25,000$ 3,980$ 3,980$ State ATAX 3,980$ -$ S006 04/30/17

Historic Bluffton Arts & Seafood Festival 25,000$ 25,000$ 25,000$ Local ATAX 20,958$ 4,043$ L004 05/30/17

Old Town Merchants Society - Annual Request $48,000 48,000$ 48,000$ 48,000$ Local ATAX 48,000$ -$ L002 07/30/17

Total Grants for 1st Quarter Payments 98,000$ 76,980$ 76,980$ -$ 72,938$ -$ 4,043$

Applications Received September 30, 2016

Farmers Market 55,066$ 24,050$ 24,050$ Local ATAX 7,362$ 16,688$ L005 01/31/18

Hilton Head Island Bluffton Chamber of Commerce 25,000$ 24,000$ 24,000$ Local ATAX 24,000$ L010 04/30/18

Total Grants for 2nd Quarter Payments 80,066$ 48,050$ 48,050$ -$ 7,362$ -$ 40,688$

Applications Received December 31, 2016

Beaufort County Black Chamber of Commerce 10,500$ 3,980$ 3,980$ State ATAX -$ 3,980$ S006 04/30/17

The Greater Bluffton Chamber of Commerce- Taste of Bluffton 31,400$ 17,750$ 17,750$ Local ATAX 17,031$ 719$ L013 04/30/17

Total Grants for 3nd Quarter Payments 41,900$ 21,730$ 21,730$ -$ 17,031$ -$ 4,699$

Applications Received March 31, 2017

Bluffton Historical Preservation Society - Annual Amount $127,000 127,000 127,000 127,000 State ATAX -$ -$ 127,000$ S001

Greater Bluffton Chamber of Commerce - Boiled Peanut Festival 9/2017 19,850$ 9,500$ 11,900$ Local ATAX -$ -$ 11,900$ L013B

Beaufort County PALS Dixie Junior Boys and Dixie Boys World Series(2 World Series) 77,050$ 50,750$ 50,570$ Local ATAX -$ -$ 50,570$ L012

Total Grants for 4rd Quarter Payments 223,900$ 187,250$ 189,470$ -$ -$ -$ -$ 189,470$


Hilton Head Symphony Orchestra 20,000$ 20,000$ Local ATAX -$ Historic Bluffton Arts & Seafood Festival 30,000$ 30,000$ Local ATAX -$

Old Town Merchants Society - Annual Request $48,000 48,000$ 48,000$ Local ATAX -$

Total Grants for 1st Quarter Payments 98,000$ 98,000$ -$ -$ -$ -$ -$

Total Grants 965,793$ 737,470$ 647,808$ -$ 199,764$ 197,500$ -$ 250,544$

State ATAX:

General Fund: $25,000 + 5%

HHI-Bluffton Chamber: 30%

Local ATAX:

Visitors Convention Bureau: 8%

Town Capital Improvements Projects: 38%

Disaster Recovery Designation: 3% of 33%

Attachment 10

Recommendation of Motions

1. “I make a motion to grant the Hilton Head Symphony Orchestra $20,000 in support of the

inaugural Symphony Under the Stars held at Montage Palmetto Bluff as presented in the

Staff Report breakdown for advertising, promotion, and facility costs.”

2. “I make a motion to grant the Historic Bluffton Arts & Seafood Festival Inc. $30,000 in

support of the 2017 Historic Bluffton Arts & Seafood Festival as presented in the Staff

Report breakdown for advertising and security costs.”

3. “I make a motion to grant the Old Town Bluffton Merchants Society $48,000 in support of

Bluffton As a Destination for advertising costs.”

Documents

March 14, 2017 Page 2 of 3 - townofbluffton.sc.gov · March 14, 2017 Page 2 of 3 • The request of $20,000 is approximately 19% of the event’s total $105,000 budget. • The HHSO