Bennish Brown, President & CEO, Destination Augusta

In an interview with Focus:, Bennish Brown, president and CEO of Destination Augusta, noted that “Augusta is not a golf destination. We are a destination that happens to host the most revered and well-known golf tournament in the world,” as he emphasized the city’s rich musical heritage, culinary scene, and military ties.

Could you share an overview of the work that Destination Augusta does and what have been some key highlights over the past year?

I have been with Augusta for seven years now, and one thing that we have focused on is telling the great story of Augusta, especially with Augusta National Golf Course here. Since 2018, our work has really centered on how to tell the story of Augusta the other 51 weeks out of the year as we strive to get to the heart and soul of what Augusta is like outside of that huge global event we host.

I believe we have done a great job of speaking to our biggest asset, which is our people. In our marketing, you will see that we cannot tell Augusta’s story without highlighting the diverse population in both this city and the metro area. We are a city of about 200,000 people. Depending on the census, we are either the second or third largest city in Georgia, often competing with Columbus. We are the second oldest city in the state, and we carry a rich history of resilience and innovation. In a few years, Augusta will be nearly 300 years old, and so we are a city deeply rooted in history while always looking toward the next innovation.

This is why Augusta is not a golf destination. We are a destination that happens to host the most revered and well-known golf tournament in the world. In fact, we are anchored in music, as Augusta is the home of James Brown, the Godfather of Soul, and Jessye Norman, an opera superstar who sang for kings and queens. We are also the home of Hulk Hogan. 

How does the city balance honoring its traditions with positioning itself as a forward-thinking destination while enhancing its cultural and musical tourism?

We are working to amplify our live music scene. One exciting development involves James Brown. For years, people have wanted a deeper glimpse into his life. Primary Wave, a company based in New York, acquired his estate about three years ago. They own the estates of Whitney Houston, Prince, and other music legends. They are now exploring ways to open the house where James Brown lived when he passed, allowing the public to see the life of a man who rose from the cotton fields of Georgia and South Carolina to become a global icon.

Our culinary scene is another strength. Vera Stewart, a local culinary figure, represents the best of Augusta. She once beat Bobby Flay in a cook-off competition, which put her on the map. Originally a local caterer, she now has a syndicated TV show reaching 71 markets. Vera embodies Southern culture while constantly innovating.

Augusta is also a military community. Fort Eisenhower, formerly Fort Gordon, is home to the Army Cyber Headquarters and the Cyber Center of Excellence. This speaks to our future-oriented mindset as many modern battles are fought on computers rather than on the ground, and Augusta is at the center of that.

We are a university town with Augusta University, which includes the Medical College of Georgia. We produce many doctors who stay in the state, along with cutting-edge research in cancer, Alzheimer’s, and dementia. These are stories we do not always highlight enough, but we are proud to share them.

Returning to golf, a story that has resonated involves the Black caddies. We now share an experience called Black Caddies: Men on the Bag. No other destination has this story. For about 30 years, Augusta National operated with Black caddies from nearby communities who could not play the course themselves. They would sneak on after hours to study the greens, becoming experts who helped golf legends win green jackets. A few of these men are still alive to tell their stories firsthand, and we are diving deeper into this incredible history.

Have there been any significant shifts over the past year or two in terms of visitors coming to the Augusta region?

Let me provide some historical perspective. We continue to grow phenomenally within our visitor industry and tourism sector. In 2014, for example, total visitor spending in Augusta was approximately $400 million. Now, just over the past two years, that figure has surpassed $800 million in visitor spending, so I have made the bold prediction that within a few years we will become a $1 billion industry in terms of economic impact on our destination.

Tourism is alive and well here. We are a convention city with a convention center, and our team works to bring incremental business to support its operations year-round. This has allowed tourism to have an $800 million impact, and our infrastructure continues to expand. We have approximately 7,000 hotel rooms, and for many events, we sell out. Augusta serves as the regional hub, supporting adjoining counties. We are a border city, situated next to North Augusta in Aiken County, South Carolina, and we collaborate closely with our neighbors across state lines.

Additionally, we are a sports city beyond golf. For decades, we have hosted the Iron Man 70.3 event, as well as a Nike high school basketball tournament. We have hosted both the young men’s and young women’s tournaments in the past, but for nearly 30 years, we have continuously hosted the men’s tournament, known as the Nike Elite Youth Basketball League. 

In terms of employment, the travel and tourism sector supports between 26,000 and 30,000 jobs in the metro region. We have a small airport, but our primary visitor base comes from drive markets within a 250-mile radius of the southeastern United States. Augusta is an ideal three-day getaway, with numerous attractions for leisure travelers.

In seeking to diversify the economy, what are some industries that Destination Augusta is targeting to bring into the fold, or further enhance Augusta’s appeal?

The film industry is another focus for us. We serve as the film commission for Augusta, with a team dedicated in part to film recruitment. Georgia offers strong film incentives, and our role is to attract decision-makers to our destination. Several well-known films have been shot here, either entirely or in part. For example, The Hill, based on a true story about a baseball player, featured Dennis Quaid as the father and premiered here. Portions of Suicide Squad 2 were also filmed in Augusta.

Part of our focus is also on talent recruitment. We aim to make Augusta a vibrant city that appeals to professionals who can work remotely but seek an attractive place to live. There is a concerted effort to support entrepreneurs, particularly those transitioning from military service in their late 30s or early 40s. Many have innovative ideas and choose to start businesses here. Our technical college and economic development departments play key roles in fostering this ecosystem. Our goal here is to ensure Augusta is not only a desirable place to visit but also a great place to live and work.

Looking forward, how do you envision downtown Augusta, as well as the broader region, growing by 2030?

Downtown Augusta is currently undergoing highly visible improvements and upgrades. Citizens vote on a Special Local Option Sales Tax (SPLOST), which funds various projects, including road improvements and facility enhancements. One major transformation will be the renovation of Broad Street, our primary downtown thoroughfare. It is one of the widest streets in the country, and the redesign will honor our past while modernizing the area. 

Another key project focuses on our waterfront. Unlike Savannah, where the riverfront is easily accessible, we are working to better connect people to our river. 

In addition, we are excited about a major golf-related development. The Patch, a municipal course owned by the city, is being revitalized through a partnership between Augusta National, Augusta Technical College, the city, and Tiger Woods. Woods will design a new nine-hole course, and the facility will also serve as an educational hub for golf course management.