Case Studies > Tourism > Alys Beach
Alys Beach’s 5.2 Million Visitor Breakthrough
RMG combined geoframe, web, and predictive data to turn 5.2 million visitor detections into 73,095 unique profiles, creating a strategic rental-to-ownership roadmap for Alys Beach.
Highlights
5.2M Visitors Detected
Total visitors captured across five geoframes in 13 weeks
83% Non-Local
Confirms Alys Beach’s strength as a destination brand, not a local amenity
73,095 Matched Profiles
Unique matched visitor records with 300+ attributes
81% Income $100K+
A high-value, high-propensity audience for both luxury rentals and ownership.
Summary
Region
- Florida Panhandle
industry
- Luxury Coastal Real Estate & Tourism
Company size
- Medium
rmg solutions
- Bullseye Geoframing
- SmartPiXL Visitor Intelligence
- Visitor Profiling & Segmentation
- CRM & Audience Modeling
about
In 2018 RMG started its relationship with Alys Beach, a seaside community in Florida’s Panhandle. With nearly seven years in existence, rave reviews and a host of designer awards, Alys Beach is a luxurious community that was looking to expand its market.
Challenge
Alys Beach needed a data-driven foundation to understand who its visitors are, where they come from, and how to convert high-value renters into owners. Key gaps included:
- No unified, quantified portrait of the in-person visitor audience across the 30A corridor
- No verified feeder market map to guide media targeting by state, DMA, or city
- No behavioral segmentation linking visitation patterns to rental and ownership propensity
- No ability to distinguish local foot traffic from high-value destination travelers
strategy
RMG designed a dual-layered physical and digital audience capture strategy. Over a 13-week period (July 3 – October 5, 2025), RMG monitored high-value locations to build a continuous stream of visitor data. This location-based intelligence was integrated with RMG’s proprietary SmartPiXL website tracking and a UVA MSBA Capstone predictive model. By matching captured device IDs against RMG’s database of over 150 million households, RMG enriched the data with more than 300 demographic and psychographic attributes per visitor.
solution
RMG deployed five Bullseye geoframes over a 13-week window (July 3 – Oct 5, 2025):
- Alys Beach 0.5-mile radius
- Camp Creek + Watersound + Origins corridor
- ECP (Northwest Florida Beaches) Airport & FBO
- VPS (Destin-Fort Walton Beach) Airport
- HWY 30A corridor, Sandestin to Panama City Pier Park
Captured device IDs were matched against RMG’s 150M+ household database and enriched with SmartPiXL website data and a UVA predictive model to produce 300+ attribute profiles per visitor.
results
The campaign yielded deep behavioral insights and a clean, actionable database for direct marketing.
- High Brand Loyalty: 45% of visitors returned 2–5 times, and 10% visited 11 or more times during the study.
- The Conversion Threshold: Spend breakpoint modeling identified that approximately $100,000 in lifetime rental spend serves as the primary trigger for ownership readiness.
- Feeder Market Insights: While Florida (34.0%), Alabama (12.5%), and Georgia (12.0%) lead regional drive markets, Houston (8%) and Dallas (7%) emerged as the top long-haul digital markets.
- Actionable Segmentation: RMG identified five distinct target personas—including Steven Splurge (UHNW fly-in buyer) and High-End Harry (premium renter-to-buyer)—each with custom activation cues.
- Actionable CRM Database: De-anonymized 73,095 unique, matched visitor records with over 300 attributes to serve as a high-fidelity lookalike modeling foundation.
- Targeted Feeder Market Playbook: Discovered that Houston and Dallas lead all non-Florida digital markets at 7-8% each, with Atlanta driving 7% of website traffic, defining clear media priorities.
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