Rock Hill Utilizes Mobile Data to Boost Tourism Insights
Rock Hill, South Carolina — Tourism leaders in Rock Hill are tapping into modern technology to gain insights into visitor behavior, thanks to the use of mobile data. Visit York County, a local tourism organization, has partnered with Placer.ai, a mobile data analytics company, to gather information that has proven invaluable for planning events and attractions.
The What: Mobile Data for Tourism
Andrew Clinton, the director of Visit York County, stated that obtaining accurate attendance figures for local festivals and events has been a significant challenge. Traditionally, organizers relied on estimations since many events do not utilize ticket sales. Clinton mentioned, “We’ll have festivals where they’ll ask us how many people came in. But you don’t take tickets at a festival, so nobody knows.”
The partnership with Placer.ai enables the organization to collect detailed mobile location data that reveals the number of visitors spending time at various attractions for a specific duration. This data provides a clearer picture, allowing tourism officials to draw informed conclusions about visitor numbers and demographics.
The Where: Areas of Focus
This application of mobile data aids not just in Rock Hill but also in surrounding areas, including Charleston and North Augusta. For instance, last year the North Augusta City Council contracted Placer.ai for $16,000 to gain insights about local events. Data collected revealed that over 18,000 people attended last year’s Jack-O-Lantern Jubilee, an impressive turnout in a city with a population of approximately 25,250.
In Rock Hill, events like the Adidas 3SSB Basketball tournaments at the local Sports and Events Center also benefit from this data. While organizers can track how many teams participate, understanding the number of spectators is vital, and mobile data fills that gap.
The When: A Year-Round Insight
American towns and cities are facing increasing competition for visitors. Consequently, this use of technology provides continuous data that can be cross-referenced against events throughout the year. For example, data indicates that approximately 35 percent of visitors to Rock Hill in 2024 came from outside York County. The numbers increase significantly for different regions, showcasing how the city attracts a diverse set of visitors.
The Why: Understanding Visitor Behavior
Clinton explained that the data collected from mobile users also sheds light on the origin of visitors. For instance, data revealed that 40 percent of visitors to downtown Fort Mill and an astounding 50 percent in the Kingsley area came from outside local borders. The ease of access from major routes and the proximity to larger cities are significant draws for visitors from areas such as Raleigh/Durham.
This extensive database not only assists in evaluating past events but also enhances future planning and marketing. Using the insights gained, Visit York County can better target its digital advertising and improve its outreach to potential visitors.
Conclusions: A Technological Boost for Local Tourism
The emphasis on utilizing mobile data analytics illustrates a forward-thinking approach by local tourism authorities in Rock Hill. As technology continues to evolve, the focus remains on understanding the needs of visitors and making informed decisions that drive tourism growth and create lasting memories for both residents and tourists.
For more information or to engage with the local tourism board, residents can reach out to Andrew Clinton or explore Visit York County’s online resources.
