St. Michaels Tourism Advisory Board

SETTLED 1670-1680 ST. MICHAELS TOURISM ADVISORY BOARD TELEPHONE: 410.745.9535 INCORPORATED 1804 201 BOUNDARY LANE FACSIMILE: 410.745.3463 ST. MICHAELS, MD 21663 Meeting Agenda April 23rd, 2026 @ 11am at 407 St. Mary’s Square Boy Scout Cabin I. CALL TO ORDER II. PLEDGE OF ALLEGIENCE III. ANNOUNCEMENTS FROM THE BOARD AND STAFF IV. DISCUSSION a. St. Michaels Tourism LLC Agenda V. COMMENTS FROM THE PUBLIC VI. ADJOURNMENT LIVE STREAMING LINK: https://us02web.zoom.us/j/85207316036  St. Michaels Tourism Board Agenda 4.23.2026 St. Michaels Tourism LLC P.O. Box 790, St. Michaels, MD 21663 Info@stmichaelsmd.com I. Data Organization & Metrics ● Placer.ai Data: Review of March 2026 visitor analytics. ● Website Traffic Stats: Review of 30-day performance metrics including region, gender, and page hits. II. Annual Marketing Plan – Major Campaign Initiatives ● IHEARTSM Campaign: ○ Implementation of window decals for all paid business advertisers. ○ IHEARTSM Campaign distribution and social media push. ○ Business material promotional video for socials and website. ○ Highlighted businesses featured on ITI screens to correspond with the rotation of paid business advertisers. ○ QR code distribution, splash page, and analytics tracking. ● Traveler Advertising (Out-of-Home): ○ Billboard proposal updates and pricing for June/July implementation. ○ Airport signage updates and pricing for June/July implementation. III. Strategic Implementation ● Discussion of summer rollout timelines and merchant engagement. St. Michaels Tourism: 30-Day Website Analytics Report Reporting Period: March 17 – April 15, 2026 This report summarizes website performance, user engagement, and visitor demographics to inform strategic marketing and tourism development for the Town of St. Michaels. I. Executive Summary: Traffic Overview The website experienced robust engagement over the last 30 days, characterized by a high volume of new users and steady event interactions. ● Total Views: 26,580 ● Active Users: 9,649 ● New Users: 9,566 ● Average Engagement Time: 48 seconds ● Total Event Count: 65,361 II. Top Performing Content Visitors are primarily focused on the home page and major event planning, with significant deep-dive engagement in lodging and dining categories. Page Path Views Active Users Avg. Engagement Time Home Page (/) 5,438 4,042 30s Shop 1,883 444 1m 09s Hotels & Spas 1,824 332 1m 01s Signature Events 1,693 1,228 52s Stay 1,497 256 1m 05s  Page Path Views Active Users Avg. Engagement Time Inns & B&Bs 1,152 182 1m 16s Eat & Drink 927 228 1m 16s III. Audience Demographics 1. Gender Profile ● Female: 660 Active Users (6.8%) | Avg. Engagement: 1m 59s ● Male: 435 Active Users (4.5%) | Avg. Engagement: 1m 58s ● Unknown: 8,558 Active Users (88.7%) 2. Age Breakdown The 55–64 and 65+ age groups demonstrate the highest quality of engagement, spending the most time researching the site. ● 55–64: 218 Active Users | Avg. Engagement: 1m 55s ● 25–34: 213 Active Users | Avg. Engagement: 1m 36s ● 35–44: 185 Active Users | Avg. Engagement: 1m 39s ● 45–54: 177 Active Users | Avg. Engagement: 1m 45s ● 65+: 151 Active Users | Avg. Engagement: 2m 25s IV. Geographic Reach (Top Markets) The "Drive Market" remains the primary engine for St. Michaels, with Maryland, Virginia, and Pennsylvania leading in user volume. Top Regions 1. Maryland: 1,272 Users | Avg. Engagement: 1m 44s 2. Virginia: 725 Users | Avg. Engagement: 1m 09s 3. Pennsylvania: 626 Users | Avg. Engagement: 1m 38s 4. New York: 436 Users | Avg. Engagement: 57s Top Cities (Active Users) ● Washington, D.C.: 232 ● New York City: 225 ● Baltimore: 210 ● Philadelphia: 143 ● St. Michaels: 112 V. Strategic Insights ● Depth of Interest: While the Home and Signature Events pages drive the most volume, the "/inns-bnbs/" and "/eat-drink/" pages show the highest engagement depth (1m 16s), indicating serious travel planning. ● Mature Audience Value: Users aged 65+ spend more than double the average site engagement time (2m 25s), highlighting a high-value demographic for extended stays. ● Market Concentration: Regional traffic from the Mid-Atlantic corridor (MD, VA, PA) continues to represent the strongest opportunity for conversion and repeat visitation.  Felicity Collective LLC info@felicitycollective.com www.felicitycollective.com St. Michaels, Maryland Monthly Tourism Activity & Trends Report March 2026 | Data Period: March 1 – March 28, 2026 Introduction This report presents tourism activity and trend data for the Town of St. Michaels, Maryland for March 2026, covering the period March 1–March 28, 2026. Data is sourced from Placer.ai’s Market Overview and Market Demographics products and reflects foot traffic, visitor origins, demographic profiles, and activity patterns for out-of-market visitors to St. Michaels during this period. Note on data period: Placer.ai data is available for March 1–28, 2026 only. This period encompasses the full ChocolateFest weekend (March 7–8) as well as the remaining Saturdays in March (March 14, 21, and 28), providing a representative picture of early spring visitation activity. This report is intended to help town leadership, tourism stakeholders, and local businesses understand: •​ The volume and growth of visitor traffic to St. Michaels in March 2026 •​ Where visitors came from geographically •​ The demographic and income profile of out-of-market visitors •​ When visitation was most concentrated throughout the week and day •​ Key trends and marketing implications for the spring season ahead Data Sources & Methodology Placer.ai: Market Overview & Market Demographics •​ Geography: Town of St. Michaels, MD •​ Data Period: March 1–28, 2026 •​ Metrics Used: Out-of-Market Visitors, Non-Resident Visits, Non-Resident Origin Zip Codes, Hourly Activity, Daily Activity, Demographic & Income Profiles •​ Benchmark: Nationwide (for demographic comparisons) •​ Data Source: STI: Popstats Key Definitions •​ Out-of-Market Visitors: The number of people that visit the market but do not live or work in it. Visitors who pass through the market but do not stop in it, like car drivers, are excluded from this count. •​ Non-Resident Visits: The number of visits by out-of-market visitors and inbound commuters (employees). Visits are counted only once per day; therefore, multiple visits to the market on a single day are counted as a single visit. 1  Felicity Collective LLC info@felicitycollective.com www.felicitycollective.com March 2026 Visitor Overview The following metrics summarize overall visitor activity in St. Michaels for the March 2026 data period. Metric March 1–28, 2026 Out-of-Market Visitors 38,800 (-5% YoY) Non-Resident Visits 107,600 (+1.2% YoY) Average Daily Population (Avg.) ~5,000 Peak Day Saturday Peak Hourly Window 12:00 PM – 4:00 PM Data Comparison Period March 1–28, 2025 Interpretation •​ Out-of-market visitors totaled 38,800 for the March data period, reflecting a 5% year-over-year decline compared to the same period in 2025. This modest dip is worth monitoring but should be viewed in context: March is a transitional shoulder month, and single-year fluctuations in this window are common before the spring peak season begins. •​ Non-resident visits increased by 1.2% YoY, reaching 107,600. The divergence between a slight decline in unique visitors and a slight increase in total visits suggests that visitors who came to St. Michaels in March 2026 may have visited more frequently or spent more time in town compared to 2025, a positive indicator of visitor engagement. •​ The average daily population held steady around 5,000, consistent with baseline shoulder-season activity levels. 2  Felicity Collective LLC info@felicitycollective.com www.felicitycollective.com Visitor Activity Patterns Daily Activity The daily activity chart for March 2026 reveals a clear and pronounced weekend concentration of out-of-market visitor traffic, with Saturday standing out as the dominant day of the week by a significant margin. Fridays and Sundays show meaningful secondary activity, reflecting the influence of multi-day weekend visitors. Day of Week Activity Level Notes Monday Low Baseline local/commuter traffic Tuesday Low–Moderate Baseline local/commuter traffic Wednesday Low–Moderate Baseline local/commuter traffic Thursday Moderate Slight uptick, pre-weekend arrivals Friday Moderate–High Early weekend arrivals, evening dining Saturday Very High (Peak) Dominant OOM visitor day Sunday Moderate Post-weekend lingering, brunch Hourly Activity The hourly activity chart shows a consistent activity profile across the March data period. Out-of-market visitor presence builds through the morning and peaks in the early-to-mid afternoon window, with a gradual taper into the evening. Baseline resident and inbound commuter activity is present across all hours. Time Window Activity Level Primary Audience 12:00 AM – 6:00 AM Low Residents / overnight guests 6:00 AM – 10:00 AM Low–Moderate Commuters, early residents 10:00 AM – 12:00 PM Moderate–High OOM visitors arriving 12:00 PM – 4:00 PM Peak OOM visitors (dominant window) 4:00 PM – 8:00 PM High OOM visitors + dining activity 8:00 PM – 10:00 PM Moderate Dining, evening visitors 10:00 PM – 12:00 AM Low–Moderate Overnight guests, residents The 12:00 PM–4:00 PM Saturday window remains the single highest-value activation period for businesses and event programming in St. Michaels. Strategies that drive Friday evening arrivals and Sunday morning extensions directly expand revenue opportunity around this peak. 3  Felicity Collective LLC info@felicitycollective.com www.felicitycollective.com Visitor Origin Markets The table below shows the top 10 non-resident origin zip codes for St. Michaels during March 1–28, 2026. The origin map confirms that the vast majority of non-resident traffic comes from the immediate Eastern Shore region and the greater Baltimore–Washington corridor. Rank Zip Code Location Visits (% of Total) 1 21601 Easton, MD 27,500 (25.6%) 2 21663 St. Michaels, MD 13,900 (12.9%) 3 21673 Trappe, MD 3,400 (3.2%) 4 21612 Bozman, MD 3,400 (3.2%) 5 21671 Tilghman, MD 3,100 (2.9%) 6 21662 Royal Oak, MD 3,000 (2.8%) 7 21647 McDaniel, MD 2,200 (2.1%) 8 21613 Cambridge, MD 1,800 (1.7%) 9 21665 Sherwood, MD 1,600 (1.5%) 10 21625 Cordova, MD 1,400 (1.3%) Origin Market Analysis •​ Easton (21601) is by far the dominant feeder market, accounting for 25.6% of all non-resident visits, nearly one in four. Its proximity, commercial hub status, and role as the regional gateway to St. Michaels make it the most reliable and highest-volume origin market in every season. •​ The St. Michaels zip code itself (21663) ranks second at 12.9%, reflecting high levels of intra-community movement, local resident activity, and near-town day visitors. This is consistent with the town’s small permanent population relative to its visitor footprint. •​ The remaining top-10 origins are overwhelmingly local Eastern Shore communities: Trappe, Bozman, Tilghman, Royal Oak, McDaniel, Sherwood, Cambridge, and Cordova. This pattern reflects the nature of March visitation, which skews toward regional day-trippers and local-area residents rather than longer-distance overnight travelers who dominate summer traffic. •​ Notably absent from the March 2026 top 10 are Baltimore suburbs, DC suburbs, and Philadelphia-metro zip codes that typically appear in warmer-month data. This confirms that March is primarily a regional-draw month, with longer-distance markets beginning to activate in April and May as spring programming and warmer weather take hold. •​ The concentration of origins within 20–30 miles of St. Michaels during March underscores the opportunity to market spring events, including ChocolateFest, Easter weekend, and spring waterfront programming, specifically to the Baltimore–Annapolis corridor and DC suburbs to extend the geographic draw before peak season. 4  Felicity Collective LLC info@felicitycollective.com www.felicitycollective.com Visitor Demographics: Out-of-Market Visitor Profile Placer.ai’s Market Demographics report provides a detailed demographic and income profile of out-of-market visitors to St. Michaels for March 2026. The following sections summarize the most strategically relevant findings. Income Profile Out-of-market visitors to St. Michaels carry significantly higher household incomes than both local residents and the Maryland statewide average, confirming the town’s positioning as a premium leisure destination. Income Metric Residents OOM Visitors MD Statewide Household Median Income $73,571 $110,969 $110,700 Household Average Income $122,073 $161,129 — Household Median Disposable Income $61,875 $91,863 — Household Median Wealth $87,962 $108,393 — •​ Out-of-market visitor median household income of $110,969 significantly exceeds the resident median of $73,571, representing a 51% premium. This gap is a key indicator of the economic multiplier that tourism visitors bring to the local economy. •​ The average household income of OOM visitors is $161,129, well above the Maryland statewide average, indicating a high concentration of upper-income households among St. Michaels’ visitor base. •​ Over 23% of OOM visitor households earn $200,000 or more annually (combining $200K–$250K at 13.2%, $250K–$500K at 5.7%, and $500K+ at 4.7%), signaling strong discretionary spending capacity and alignment with the destination’s premium positioning. •​ Household median wealth for OOM visitors is $108,393, indexed at 92 against the national benchmark, slightly below average nationally but meaningfully above the local resident base, reinforcing the value of the visitor economy to local businesses. Education Profile Out-of-market visitors are notably more highly educated than both residents and the national average. Education Level Residents OOM Visitors Bachelor’s Degree or Higher 41.2% 51.5% Bachelor’s Degree Only 23.2% 28.9% Graduate Degree 18.0% 22.6% High School Graduate (12 Years) 17.3% 19.0% Some College (13–16 Years) 19.3% 17.0% •​ 51.5% of OOM visitors hold a bachelor’s degree or higher, compared to 41.2% of residents and 43.1% for Maryland statewide. This highly educated visitor profile correlates strongly with higher income, greater travel frequency, and higher-value spending on experiences, dining, and lodging. •​ 22.6% of OOM visitors hold a graduate degree (indexed at 164 against the national benchmark), indicating a significant professional and executive segment within the visitor base. This is a premium audience receptive to curated experiences, boutique lodging, and experiential marketing. 5  Felicity Collective LLC info@felicitycollective.com www.felicitycollective.com Age Profile Resident demographic data shows a mature population with a median age of 50 and average age of 47. The 60–74 age cohort is the most over-represented relative to national benchmarks, with the 70–74 group indexed at 183 and the 80–84 group at 217. This age profile is consistent with a destination that attracts retirees, empty nesters, and established professionals, audiences with significant discretionary time and spending capacity. •​ The median age of 50.04 among residents is notably older than the national median, reflecting both St. Michaels’ appeal to older demographics and the broader Eastern Shore retirement and second-home trend. •​ The 60–74 cohort’s strong representation aligns with high-value travel behavior. This group tends to take more trips, stay longer, and spend more per visit than younger age groups, particularly on dining, lodging, and experiences. •​ The relative underrepresentation of the 22–39 age cohort suggests an opportunity to develop programming and marketing targeted at younger professional and millennial couples, who represent an emerging growth segment for weekend leisure destinations within driving distance of Baltimore and DC. Ethnicity Profile The out-of-market visitor population to St. Michaels is predominantly White (75.2%), consistent with the demographic composition of the Eastern Shore region and the Baltimore–Washington drive market. The visitor base is more homogeneous than the Maryland statewide population, where White residents represent 47.6%. Ethnicity Residents OOM Visitors White 67.1% 75.2% Black 19.3% 10.7% Hispanic (Ethnic) 10.8% 7.1% Asian 0.6% 3.1% Other 2.3% 4.0% •​ The diversity gap between the resident population (more diverse) and the OOM visitor population (less diverse) is notable. Black residents represent 19.3% of the local population but only 10.7% of OOM visitors; Hispanic residents represent 10.8% locally but 7.1% of visitors. •​ This data may inform inclusive marketing strategies and programming decisions aimed at broadening the visitor base to better reflect the diversity of the broader Mid-Atlantic region. Household Profile Out-of-market visitors to St. Michaels skew toward married couples and two-person households, reflecting the destination’s strong appeal to couples and empty nesters. •​ 51.9% of OOM visitor households are married couples, compared to 42.7% of resident households, the highest household type in both categories and a confirmation of St. Michaels’ core couple/romantic getaway positioning. •​ 40.5% of OOM visitor households are 2-person households, the most common household size among visitors. This aligns with the weekend-escape and anniversary/birthday trip market that drives much of St. Michaels’ lodging demand. •​ 19.9% of OOM visitor households have children at home, suggesting a meaningful family travel segment alongside the dominant couples market. Spring breaks and spring events represent opportunities to grow this segment. 6  Felicity Collective LLC info@felicitycollective.com www.felicitycollective.com Visitor Spending Power & Economic Context The income and wealth profile of St. Michaels’ out-of-market visitor base translates directly into elevated spending capacity for local businesses. The following context is drawn from the March 2026 demographic data. Indicator Out-of-Market Visitors Median Household Income $110,969 Average Household Income $161,129 Households earning $100K+ ~44% of OOM visitor HHs Households earning $200K+ ~23% of OOM visitor HHs Median House Value $622,498 Bachelor’s Degree or Higher 51.5% Married Couple Households 51.9% Household Average Wealth $274,066 •​ The combination of high median income ($110,969), high educational attainment (51.5% with bachelor’s or higher), and a dominant married-couple household profile creates a visitor segment with strong capacity for discretionary spending on dining, lodging, retail, and experiences. •​ With approximately 44% of OOM visitor households earning over $100,000 and 23% earning over $200,000, St. Michaels is demonstrably a premium destination attracting upper-income leisure travelers, even in the shoulder month of March. •​ The high median house value among OOM visitors ($622,498) is a proxy for wealth and financial stability, further reinforcing the quality of the visitor economy. •​ These figures support a marketing positioning strategy centered on quality, exclusivity, and experience rather than price-driven promotions. Messaging that emphasizes boutique, curated, and authentic experiences will resonate most strongly with this visitor profile. 7  Felicity Collective LLC info@felicitycollective.com www.felicitycollective.com Key Takeaways 1. Visitor engagement deepened despite a slight volume dip. While out-of-market visitor counts declined modestly (-5% YoY), non-resident visits grew (+1.2% YoY), suggesting more frequent or extended engagement per visitor. This is a healthy indicator of growing destination loyalty and visitor satisfaction during the shoulder season. 2. March visitation is primarily a regional phenomenon. The top 10 origin zip codes are entirely Eastern Shore communities and immediate local markets, confirming that March traffic is driven by regional day-trippers and near-town visitors. Longer-distance markets from the DC and Baltimore suburbs activate primarily in April through October, representing significant upside for spring marketing campaigns. 3. The out-of-market visitor is a premium traveler. With a median household income of $110,969, average income of $161,129, and 51.5% holding a bachelor’s degree or higher, St. Michaels’ visitor base is affluent, educated, and experience-oriented. Marketing investments should reflect this premium positioning rather than competing on price. 4. Saturday afternoons drive the bulk of economic activity. The 12:00 PM–4:00 PM Saturday window is the dominant activity period for out-of-market visitors across the entire March data period. Operational readiness, staffing, and programming activation should be centered on this window, with strategies to extend Friday evening arrivals and Sunday morning visits. 5. Couples are the core visitor unit; families are a growth opportunity. Married couple households (51.9% of OOM visitors) and 2-person households (40.5%) define the core visitor profile. At the same time, 19.9% of OOM visitor households include children, a meaningful segment that could be grown through family-friendly spring programming and school-break promotions. 8  Felicity Collective LLC info@felicitycollective.com www.felicitycollective.com Marketing Recommendations Activate Baltimore & DC Markets Ahead of Spring Peak •​ The absence of Baltimore suburb and DC suburb zip codes from the March top-10 origin list represents a significant opportunity. These markets are the highest-volume feeder markets during summer and fall, and early spring campaigns targeting Anne Arundel County (Annapolis, Arnold, Lake Shore), Howard County, and the DC suburbs (Bethesda, Silver Spring, Northern Virginia) can pull forward visits before the competition heats up. •​ Recommended tactics: geo-targeted digital ads, spring getaway email campaigns, and partnerships with DC/Baltimore food, travel, and lifestyle media. Market to the Premium Visitor Segment •​ With nearly a quarter of OOM visitor households earning over $200,000, messaging should emphasize curated experiences, boutique lodging, waterfront dining, and the authentic character of St. Michaels. Avoid discount-first messaging; instead lead with quality, exclusivity, and the “only in St. Michaels” story. •​ Targeting professional couples aged 45–65 through premium digital channels (connected TV, programmatic display, LinkedIn) aligns with the income and age profile of the visitor base. Drive Friday Arrivals & Sunday Extensions •​ Saturday is the peak day, but Friday evenings and Sunday mornings represent the highest-leverage opportunity to increase per-visitor spend and dwell time. Promoting Friday dinner reservations, Friday evening events, and Sunday brunch specials in marketing content can shift visitor behavior and meaningfully increase total economic impact per trip. •​ Lodging packages that include a Friday dinner credit or Sunday brunch inclusion are particularly effective for the couples-and-empty-nesters segment. Develop Family-Friendly Spring Programming •​ With 19.9% of OOM visitor households including children, spring school breaks (Maryland spring break typically falls in late March/early April) represent a targeted opportunity. Kid-friendly activities, waterfront experiences, and family dining options marketed in the Baltimore and DC feeder markets can meaningfully grow this segment. Invest in Inclusive Marketing •​ The demographic gap between the diversity of the broader Mid-Atlantic population and St. Michaels’ current OOM visitor base suggests room to broaden appeal. Inclusive creative, partnerships with diverse travel influencers, and programming that reflects a wider range of cultural interests can help attract a more diverse visitor base while expanding the total addressable market. 9  Felicity Collective LLC info@felicitycollective.com www.felicitycollective.com Overall Conclusion March 2026 reflects the characteristic pattern of St. Michaels’ shoulder season: regionally concentrated, Saturday-driven, and anchored by a high-income, highly educated visitor base that brings meaningful economic value to local businesses even outside peak summer months. The slight moderation in out-of-market visitor counts (-5% YoY) is offset by growth in non-resident visits (+1.2% YoY), suggesting that the visitors who came to St. Michaels in March 2026 engaged more deeply with the destination. The premium income profile of the OOM visitor base remains strong and consistent with prior periods, confirming St. Michaels’ position as a high-value leisure destination. As the destination moves into the higher-activity spring and summer season, the data points to clear strategic priorities: activating the Baltimore and DC drive markets earlier, aligning programming and staffing with the Saturday peak window, and continuing to invest in experiences that resonate with the affluent, couple-oriented visitor segment that defines St. Michaels’ core audience. Data sourced from Placer.ai Market Overview & Market Demographics (March 1–28, 2026). Prepared by Felicity Collective LLC. Confidential — For Client Use Only. 10