Case Studies > Tourism > Destination Augusta
Destination Augusta Profiles the Masters Week Visitor
A 14-day Bullseye geoframe study during Masters Week quantified the tournament visitor for the first time. Passive mobile device capture was deployed across four key venues to identify, profile, and quantify the Masters visitor at scale, yielding actionable intelligence for marketing, partner development, and long-term audience engagement.
Highlights
70,291 Records Matched
Verified visitor records in 14 days
$111K Average Income
With average net worth near $290K
23,570 Emails Captured
A CRM foundation ready for immediate deployment
4 Venues Geoframed
Including both regional airports, separating true tourists from locals
Summary
Region
- Southeast
industry
- Tourism
Company size
- Medium
rmg solutions
- Bullseye Geoframing
- Visitor Profiling & Segmentation
- Feeder Market Analysis
- CRM & Email Capture
about
Destination Augusta serves as the primary destination management and marketing organization for Augusta, Georgia. The entity is tasked with driving regional economic growth by promoting tourism, conventions, and major sporting events. Its signature annual driver is Masters Week—a globally recognized golf tournament that floods the local economy with an influx of premium international and domestic travelers.
Challenge
Destination Augusta had no data-driven portrait of its Masters Week visitors — their origins, demographics, or behaviors. Key gaps included:
- No quantified feeder market map by state, DMA, or zip code
- No verified demographic or income data on out-of-town visitors
- No email or address capture from confirmed Masters attendees
- No ability to separate tourists from locals in visitation data
strategy
RMG deployed Bullseye geoframes across four venues over a 14-day window spanning tournament week, including both of the region’s airports, commercial arrivals on one side and private aviation on the other, with local zip codes excluded so the data isolated true visitors. Captured device IDs were matched against RMG’s 150M+ household database, appending 300+ demographic, behavioral and lifestyle attributes to each record.
solution
To bridge these visibility gaps, RMG executed a comprehensive geoframing deployment that converted anonymous tournament attendance into actionable consumer segments:
- RMG deployed Bullseye geoframes across four primary venues over a 14-day window spanning late March through mid-April 2022.
- Virtual boundaries captured passive mobile device IDs at Augusta National, Augusta Regional Airport, Daniel Field Airport, and regional hot spots.
- Captured records were cross-referenced against RMG’s database, appending over 300 demographic, behavioral, and lifestyle attributes per visitor while filtering out local resident data.
- The system mapped real-time daily volume and arrival trends, isolating peak travel days and pinpointing the distinct consumer variations between commercial and private aviation travelers
results
By breaking down the database enrichment findings from the Bullseye deployment, RMG answered Destination Augusta’s core visibility, tracking, and campaign challenges:
- Affluent Audience Intelligence: Defined the core visitor as an ultra-affluent, married homeowner (largest cohort aged 45–54) averaging a $289,563 net worth and $111,276 income, heavily indexing for Travel (64.3%) and Sports (54.1%) content.
- Low-Cost Database Growth: Captured a massive first-party CRM pool of 23,570 verified emails and 70,291 matched physical addresses at an exceptional ROI of $0.05 per record.
- Feeder Market Mapping: Discovered exact regional tourism origins, establishing Georgia (37.6%) and South Carolina (18.2%) as the primary footprint, while proving Charlotte is the #1 out-of-state tourist MSA.
- Private Aviation Segments: Uncovered a higher income audience at Daniel Field, where 37.4% of travelers earn $110K+, pulling heavily from regional business hubs like Atlanta (14.5%) and Greenville-Spartanburg (9.7%).
- Traffic & Pacing Insights: Confirmed extended multi-night stays across the 14-day window, with a massive single-day traffic peak on Wednesday (116,098 unique records) driven by the Par 3 Contest.
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