What do the beaches of South Carolina have in common with the new Porsche Macan?

 

 

Well, both were recently advertised in distinctive window displays at the world-famous Harrods store in London. As Harrods Media Director, Guy Cheston, says "Harrods' iconic exhibition windows are one of the most sought after and visited retail display areas in the world,” so it is refreshing to see marketers of South Carolina reach out to potential international travelers in such an innovative fashion. The initiative was partly funded by Brand USA, the organization established by the 2009 Travel Promotion Act to spearhead the nation’s first global marketing effort to promote the US as a premier travel destination. Brand USA is funded through a fee on tourists from the 37 countries whose citizens don’t require a visa to visit the US (called the Electronic System for Travel Authorization – ESTA - program). The organization is allowed to use up to $100 million a year, provided it obtains matching contributions from its private partners in the travel and tourism industry. In addition to the window displays, South Carolina was also promoted on the store’s multi-media video displays, in its 500,000 circulation publication, and on the side of its trademark green double decker buses. If you would like to know more about Brand USA, I published a white paper recently in the Journal of Destination Management & Marketing that digs a little deeper:

http://www.sciencedirect.com/science/article/pii/S2212571X14000055

ArtFields in Lake City Gathers Strength

I was in Lake City today where ArtFields was in full swing. The 10-day event is a celebration of all things creative, and features the largest art competition in the Southeast. Hundreds of artists compete for $100,000 in cash prizes, displaying their art in more than 50 downtown businesses, outdoor spaces and other venues. While I sat in the Downtown Bakery & Deli, people were wandering in off the wind-swept streets to view the spectacular art on the walls behind me – and if they wanted to, they could then vote for their favorite piece. Public votes factor into the top $50,000 prize, and a panel of visual art professionals name the $25,000 juried panel prize-winner.

The event is part of a larger effort to put Lake City on the map. When I first visited five years ago, there was barely a traffic signal to light up the city, but now crumbling buildings have been transformed into high-class restaurants, cafes, shops and museums, and a boutique hotel will be opening in the fall.  The Lake City Partnership Council is the key impetus behind this revitalization, with Darla Moore the catalyst supporting this economic development group that has invested generously in the rehabilitation of Lake City.  As a vehicle for economic revitalization, artistic expression, and community pride, Artfields itself attracts thousands of visitors, providing an estimated $5.4 million impact for Lake City community, and incalculable benefits for the merchants, artists, and citizens of the Pee Dee. More information about the festival can be found at http://www.artfieldssc.org/

Breaking through with tourism research

Dr. Hudson was presented with a prestigious award last week by the University of South Carolina’s Research Office. He was recognized as one of eight Breakthrough Leaders in Research university-wide. Recipients were given the award not only for their research contributions but also for their efforts above and beyond their funded research, such as community outreach and support of graduate students. Dr. Hudson is pictured below speaking at the Breakthrough Awards Dinner held at the Capital City Club in Columbia, SC on April 24. The evening celebrated the achievements of both USC’s Breakthrough Leadership in Research award recipients, and the Breakthrough Star award winners

Raising Awareness to Benefit SC's Tourism Industry

(From left) Legislative Assistants Matthew Ellison (Rep. James Clyburn) , Deputy Chief of Staff Legislative Director Melissa Chandler Murphy (Rep. Joe Wilson), SmartState Endowed Chair Simon Hudson, and Legislative Assistant Jessica Phillips Tyson (Sen. Lindsey Graham) discuss tourism’s economic impact on South Carolina.

 



As tourism is a major economic driver in the state of South Carolina, responsible for supporting 1 in 10 jobs and generating a fiscal impact of $1.3 Billion in state and local tax revenues in 2013, the industry relies on the support of state and local leaders to build sustainable and strategic growth of the tourism industry. Above,  Dr. Hudson meets with the representatives of several key leaders to inform the lawmakers on industry needs and trends. 

Like Father like Son

Dr. Hudson was in Denver this week attending the Great Western Travel & Tourism Research Association Conference. This morning, he presented a paper with his son Rupert, a senior in the International Business program at the Moore School of Business. The paper was about the use of social media in music festivals, the duo finding that social media has a significant affect on emotions and attachments to festival brands, and that social media-based relationships lead to desired marketing outcomes such as positive word of mouth. It has been an exciting week for Rupert. Not only was he presenting at a top academic conference, he also received an award at the annual USC Awards Day ceremony, started his own record label – Scenario Records, and was offered a job in New York with an up-and-coming music company called Gigit. His Dad of course taught him everything he knows.

The Perfect Hotel Restaurant – and it's in Florence, South Carolina!



The bar in Victor's Bistro

 I am very fortunate to have traveled around the world with my job. But I very rarely eat in hotel restaurants. I find them quite bland and lacking in atmosphere, and I prefer to taste some of the local culture. So I usually venture outside of the hotel doors. But although hotel restaurants can get a bad rap from people like me, there has been a countervailing trend gathering strength over the last decade or so, and some of the hottest restaurants are now opening in hotels, proving to be destinations for locals and tourists alike. Spearheaded by topnotch hotel/restaurant partnerships in Las Vegas, hotels are recognizing that a lot of people travel for culinary reasons, and a great restaurant brand or a well-known chef not only promises a superior dining experience, it brings celebrity status to a hotel.

Imagine my surprise to find evidence of this trend last week in Florence South Carolina. I was there doing some research looking at the potential for tourism development in the Pee Dee region, and I was blown over with what I found. I stayed at the Hotel Florence, a relatively new boutique hotel in the revitalized downtown district. The 49-bedroom hotel is made up of three of Florence’s historical buildings that have been renovated to create one space of 35,500 sq. ft. The old Schofield Hardware structure is the main hotel building, which includes the hotel lobby, guestrooms, and the hotel restaurant Victor’s Bistro.

Victor’s has been an integral part of the Florence community for almost 15 years. Awarded “Best of the Pee Dee: Fine Dining” for the past 8 years, Victor’s is recognized as one of the area’s most upscale and elegant restaurants. Tim Norwood, a native of Darlington, South Carolina, purchased Victor’s Bistro in 2003. Tim graduated from Francis Marion University with a degree in political science, and has been an active member of the Florence community for many years.

The restaurant moved into the Hotel Florence last May, bringing with it a host of experienced personnel including Steve Gibson as General Manager and George Floyd as Operations Manager. The pair were headhunted from Columbia where they had both been working for many years in the fine dining sector. “It’s really exciting to be here,” says Gibson. “People here say they are looking for a lot out of us all. We’re supposed to be the best. We’re doing this by taking advice from guests and improving the experience for everybody.” With a background at Columbia’s trendy Motor Supply Company and Ruth’s Chris, Floyd came to Victor’s last March to help with the renovation and transition. “It’s been really neat the number of local people who’ve come in and said ‘Gosh, we’ve come into New York City!’” says Floyd. “But when people from New York and Boston and Chicago come in and say the same thing, that’s when it really hits home.”

With its upscale décor and ambiance, first-rate food, mellow musical entertainments and meticulous service, Victor’s and the Hotel Florence are the cornerstone of the downtown revitalization project. Can’t wait to see how the forward-focused area progresses!

The Sun Rises in the...South?

Sun Rising in Georgetown,SC
 

Everyone knows that the sun rises in the east but that does not prevent South Carolinians and visitors from enjoying beautiful views like in the picture above taken by Dr. David Cardenas. Dr. Cardenas is on a 2-day tour of  the Pee Dee Region of South Carolina for a branding project funded by the Economic Development Administration. Dr. Cardenas will be interviewing locals and gathering opinions from key stakeholders that will contribute to the project's research base.