How One Destination Tapped into Its ‘Soul’ for a Feel-Good Activation

It’s no secret that destination marketing takes teamwork. Destination Augusta took it to a new level with a summertime activation featuring a partnership with the hometown Minor League Baseball squad.

Photo Credit: Emily Pinto, CSRA Photography

On June 19 and 20, the Augusta GreenJackets altered their identity to become the Augusta Soul as a tribute to the city’s rich musical legacy. The centerpiece of the celebration was James Brown, “The Godfather of Soul,” who grew up in Augusta and whose legacy lives on 20 years after his passing on Christmas Day.

The team, a single-A affiliate of the Atlanta Braves, wore specialty jerseys with their “new” name for the games, sold merchandise, and had fan giveaways. Completing the experience were a featured meal—Soul Bowl with collard greens, black eye peas, rice, and smoked turkey at the Bee'Stro—and specialty cocktail—Motown with Durty Gurl Vodka, blackberry syrup, Triple Sec, Lime Juice available at the Durty Gurl Bar.

Karen Lee Davis, Chief Marketing Officer at Destination Augusta, credits GreenJackets General Manager Brandon Greene for coming up with the concept for the Juneteenth weekend. Destination Augusta was brought in to tie the various elements, including a fireworks show, together.

“It was a perfect complement to the visuals and vibe of our Feel Good City campaign,” says Davis.

Launched in March, the Feel Good initiative also ties into Brown’s oversized role in Augusta’ culture. Early initiatives included new visitor guides, mobile information kiosks, and a scavenger hunt meant to send participants to local retailers.

Davis says the DMO’s goal is to spread the word about the city, specifically driving awareness of summertime activities. There is a lot to feel good about, she adds.

“Augusta is undergoing a significant ‘glow up’ now,” according to Davis.

Many initiatives are set for competition in 2027, including:

• Renovation of the James Brown Estate, featuring an interactive museum
• The New Augusta Arena, a state-of-the-art entertainment and event venue
• Minor League Hockey returns with the debut of the Augusta Lynx, co-owned by Tim Tebow
• Downtown renovations
• The Outdoor Urban Adventure Center on the Savannah River

The ballgames were a chance to build momentum, says Davis. Fortunately, the DMO didn’t have to go it alone thanks to the GreenJackets, who average about 4,000 fans per home game in part because of activations like the Soul switcheroo.

“Our job was to build on the excitement of an Augusta GreenJackets experience and match it with inspiration of more ways to have fun in the city … or to entice another visit from the opposing team’s fanbase,” Davis says.

Destination Augusta already has a strong relationship with Primary Wave, which owns much of Mr. Brown’s catalog, as well as his estate. That paved the way to hold the launch event at Soul Bar, one of Brown’s favorite hometown venues. Several of Brown’s close friends and family members were at both ballgames and participated in the first pitch and ceremonially setting off the fireworks show, which was of course set to the legend’s iconic music.

There was also an auction to benefit the James Brown Academy of Musik Pupils (J.A.M.P.), an initiative of the James Brown Family Foundation designed to help Augusta-area youth discover their musical ability.

Social media and fan engagement were certainly buzzing, but immediate metrics were not part of the plan for the Soul says. Davis says the DMO focused on awareness and strengthening partnerships for the big year ahead.

“To me, building community pride is a long game that needs to be ongoing,” says Davis. “This event is one of many good things we’re doing as a city and for the city.”

Photo Credit: Emily Pinto, CSRA Photography