Augusta Turns Greeting Visitors into a Work of Art

Travelers on the hunt for unusual experiences are finding hidden treasures along Broad Street in Augusta, Ga.

As part of a yearlong activation known as Bots on Broad, 10 eight-inch Tommy Bot sculptures created by local artist Leonard "Porkchop" Zimmerman are scattered around downtown Augusta storefronts waiting to be discovered.

The bots contain links to facts about the store they’re in and clues for where to go next.

The idea is to encourage visitors to explore locally owned businesses and create their own adventure. Travelers can either fill out a passport on an app or picking up a physical paper at the CVB’s office on Broad Street. Anyone who visits all 10 stations wins a memento commemorating the experience.

“Today's travelers want to participate in a place—not just observe it,” said Sarah Childers, director of destination experiences at Destination Augusta. “Experiences like Bots on Broad make exploration memorable by using public art, light gamification, and wayfinding to encourage visitors to slow down, look closer, and move through downtown with intention.”

Destination Augusta benefits from not only added exposure to the destination, but also from data points about what attractions gain the most interest.

Here are four reasons Bots on Broad resonates so well in Augusta.

1. It meets visitors where they are

Don’t underestimate the convenience factor in a project like this. Broad Street is a natural hub for eating, shopping, and exploration. The scavenger hunt offers a little nudge as to where to go via a mobile app and digital kiosks in high-traffic areas. “The goal is to spark spontaneous stops and make it easy to say ‘yes’ to something new with no pre‑planning required,” said Childers.

2. It’s a multiplatform experience

As a complement to Bots on Broad, Destination Augusta introduced updated digital tourism guides as another layer to showcase attractions without coming across as pushy. “We put it in the hands of our visitors,” said Karen Davis, chief marketing officer at the destination marketing organization. “Each of these guides encourages people to experience Augusta in a way that speaks to them, whether it’s through art, food, the outdoors, or whatever inspires them.”

3. Local connections make it an authentic experience

Destination Augusta made the project a community effort by partnering with the Greater Augusta Arts Council, Zimmerman, and Augusta University’s Garage Makerspace. The idea was to localize the experience as much as possible. “Our biggest assets—and what really makes Augusta special—are the people and personalities who pour their passions and creativity into the things we sell or market,” said Davis. “They bring the authenticity. We just have to let the world know about it.”

4. Destination Augusta can learn about itself

The DMO is making the most of the self-guided experiences by tracking engagement patterns, which include what content visitors tap, which locations draw interest, and how people move through an area. This data works in tandem with social media engagement to provide a better understanding of how visitors think and act when they’re in town. “Those insights guide content, future product development, and marketing priorities by helping refine itineraries, spot gaps for new experiences, and give local partners more targeted visibility,” said Childers. “Over time, the collected data will assist in choosing marketing aligned with how visitors actually explore Augusta.”

Photo Credit: Destination Augusta