1 2 3 4 Table of Contents 1.0 Introduction and Background 9 1.1 An Introduction to Spartanburg County 9 1.2 Development of the Spartanburg Tourism Action Plan: The Plan Process 14 1.3 Mission and Guiding Principles 17 1.4 Report Organization and Acknowledgements 19 2.0 The Feasibility of Tourism in Spartanburg County 21 2.1 Introduction 21 2.2 Tourism-Related Efforts in Spartanburg County 22 2.3 Economic Benefit of Tourism in Upstate South Carolina 27 2.4 Tourism Development Challenges 28 2.5 Key Considerations for Tourism Development in Spartanburg County 30 3.0 Managing the Industry: Organization Strategy 31 3.1 Short Term 2010-2011 31 3.2 Medium Term 2012-2013 41 3.3 Long Term 2014-2020 41 4.0 Establishing the Message: Destination Marketing and Branding Strategy 44 4.1 An Introduction to the Brand 44 4.2 Brand Logo 45 4.3 Top Markets Assessment 48 4.4 Short Term 2011-2012 51 4.5 Medium Term 2012-2014 58 4.6 Long Term 2015-2020 60 5.0 Enhancing the Amenities: Product Development Strategy 62 5.1 Introduction and Methodology of the Product Development Themes 62 5.2 Culture and the Arts 63 5.3 History and Heritage 69 5.4 Agricultural Tourism 76 5.5 Recreation and Sports 81 5.6 Manufacturing 89 6.0 Serving the Visitor: Visitor Support Strategy 92 6.1 Visitor Support 92 6.2 Recommendations 92 7.0 Implementation Strategy and Action Plan 98 Appendix A: Agendas, Schedules, and Process Summary 102 Appendix B: Acknowledgements 118 Appendix C: Contract of Service for Tourism Board and Committees 126 Appendix D: Product Development List 128 Appendix E: GIS Data Resources and Location Inventory 136 5 6 Table of Maps, Charts, and Tables Map 1: Spartanburg County and Municipalities 13 Map 2: Cultural Tourism Resources 63 Map 3: Festivals and Events 65 Map 4: Revolutionary War Battle Sites 70 Map 5: National Register of Historic Places 71 Map 6: Agri-Tourism Sites 77 Map 7: Outdoor Recreation Resources 85 Map 8: Spartanburg County Trail System 86 Map 9: Manufacturing-Related Tourism Resources 89 Map 10: Visitor Infrastructure 95 Map 11: First Tours (October 6 - 8, 2009) 106 Map 12: Second Tour (December 9, 2009) 113 Map 13: Points of Interest within the City of Spartanburg. 165 Chart 1: Proposed Tourism Organization Chart 33 Chart 2: The Economic Impact of Travel onSouth Carolina Counties, 2008 39 Table 1: The Benefits of Tourism in South Carolina 27 Table 2: Comparison of CVB Funding in South Carolina 37 Table 3: Countywide Direct Expenditures by Industry Segment, FY 2008 40 Table 4: Tourism Market by Metropolitan Area 49 Table 5: Available Tourism Data 136 Table 6: Spartanburg Tourist Destinations and Visitor Infrastructure 139 7 8 1.0 Introduction and Background 1.1 An Introduction to Spartanburg County Spartanburg County, located in Upstate South Carolina, is currently home to over 286,000 residents. Covering 819 square miles and including thirteen municipalities and numerous unincorporated communities, Spartanburg County is a diverse landscape that ranges from one of the state’s most vibrant cities to some of the more remote rural landscapes in the region. Spartanburg County is rich in history. In fact, the Pacolet River Heritage Preserve protects two Native American soapstone quarries used to fashion bowls and other items three to five thousand years before European settlers came to the County. European settlement first came to Spartanbur g after the November 24, 1755 Cherokee treaty with Governor James Glen that ceded their lands to the British Crow n. For twenty-two years, the Spartanburg County line with Greenville County was the western boundary of colonial South Carolina—the fro nt ie r. It was during this time that the first European settlers established the Figure 1: Spartanburg, South Carolina: The Gateway. first farms in t he County. The area saw much fight ing during the Revolut ionary War and several decisive battles were fought immediately adjacent to present day Spartanburg County inc luding the Battle of Musgrove Mill and the Battle of Cowpens. Following the war, the Spartanburg District itself was formed in 1785 and named for the Spartan Regiment that had fought for the nation’s independence. History reflects that more Revolutionary War battles were fought in the state of South Carolina tha n any ot her state and more in Spartanbur g County than any ot her county in the state. (Spartanburg County Historical Association) Agriculture was the mainstay of the economy, but industrial development started early in Spartanburg County with the completion of grist and textile mills in the early 1800’ s. These early enterprises led to the gradual growth of the textile industry, which was augmented by the coming of the first railroad to Spartanburg County in 1859. The Figure 2: Remains of Glendale Mill. 9 County escaped the battles of the Civil War but emerged slowly from Reconstruction. It was the period of the late 1800’s and early 1900’s when Spartanburg County’s industrial base expanded into one of the South’s leading textile prod uc ing locations. It was also during this time that many of the institutions that would form the cultural and educational foundation of the county would come into play. Wofford College led the way in 1851 and other institutions followed: Converse in 1890, Spartanburg Methodist in 1911, and eventually the University of South Carolina—Upstate, Spartanburg Community College, and S herman College in the pos t- World War II era. The legacy of higher education continues with the Edward Via College of Osteopathic Medicine whic h is now unde r Figure 3: Detail from Pacolet Mill mural In Pacolet. construction. Figure 4: Wofford College. Figure 5: USC Upstate. Spartanburg County’s bountiful water resources have been important throughout its history. The rivers that were navigated by Native Americans and early settlers are the same ones that powered the textiles mills in a later century. Now the lakes provide our citizens with drinking water and our rivers provide them with recreation. Figure 6: Converse College. 10 Spartanburg gained the moniker “Hub City” during the early 1900’ s, as it was a railroad crossroads. It was also home to both World War I (Wadsworth) and World War II (Croft) Army camps. Spa rtanburg Count y a lso remained a center of agriculture focusing primarily on peach and fruit farming. The county once produced more peaches than the entire state of Georgia, and currently boasts the largest strawberry producer in the southeast— Strawberry Hill U.S.A. Postwar Spartanburg saw the coming of highway travel Figure 7: Hub City Farmer’s Market. Courtesy of and the crossroads of I-85 and I-26, w hich maintained the Spartanburg CVB. community’s Hub City status. As traditional textiles began their decline, Spartanburg County’s industrial base broadened to become one of the most internationally diverse locations for business in the nation. The manufacturing industry, which had been well established with American and international companies, saw BMW’s first North American manufacturing facility break ground in Spartanburg County in 1993. In addition to excellent interstate access, Spartanburg has good air and rail access. The Greenville Spartanburg International Airport (GSP) has just announced a new carrier, Southwest Airlines, which will provide direct flights from a number of cities. GSP is set to undergo extensive renovations. The Spartanburg Downtown Memorial Airport provides access for private aircraft and will also be undergoing renovations soon. The County is served by Amtrak (Crescent) at the Spartanburg Depot. Figure 8: Greenville-Spartanburg Airport. Courtesy of GSP. Figure 9: BMW Performance Center. Toda y Spartanburg is a dynamic county with a vast array of amenities rangi ng from rural agricultural and ecotourism attractions to diverse historical and cultural amenities. The City of Spartanburg vital to the County’s tourism economy is experiencing a remarkable do wntown rebirth, including the USC Upstate Business Schoo l, the Ed ward Via College of Osteopathic Medicine, a nd a do wntown branch of the Spartanburg Community College. This community revival is being emulated in the smaller communities throughout the County. Spartanburg County is remarkably diverse as a visitor destination. The count y has the stunni ng landscapes of the rural countryside including numerous agri-tourism locations, exciting recreation and sports amenities from team to professional sports, historic attractions ranging from the Revolutionary 11 War to modern history, rich cultural offerings at beautiful venues and college campuses, and manufacturing attractions including BMW. These rich offerings already fuel an industry that is creating jobs, generating revenue, and fos tering economic development throughout Spartanburg County. With further cultivation, this industry could emerge as one of the County’s mos t rob ust and dynamic sources of income. Recognizing this potential, the community has engaged in this process to evaluate the current status of tourism in Spartanburg County, to measure the po tential for Figure 10: Strawberry Hill U.S.A. in Chesnee. tour ism as an industry in Spartanburg Count y, to inventory and prioritize the development of specific tourism amenities/sites, to develop an identity and marketing plan that will jumpstart the local tourism economy, and to identify funding sources to implement these recommendations. Figure 11: Panthers Training Camp. Courtesy of Figure 12: Cowpens Battlefield. Courtesy of Spartanburg CVB. Spartanburg CVB. Figure 13: Assault on Mount Mitchell. Courtesy of Spartanburg CVB. 12 Map 1: Spartanburg County and Municipalities. Courtesy of Spartanburg County Planning Department. 13 1.2 Development of the Spartanburg Tourism Action Plan: The Plan Process The Spartanburg County Council appointed Mayor Elaine Harris, Town of Pacolet, to head up the tourism initiative following her request that the county de velop a tourism action plan.