& SALES VIDEO TV COMMERCIALS COLUMBIA SC INNOVATIVE TOURISM BRAND PREVIEW MARKETING ... · 2019-10-30 · 1 Columbia SC Brand Preview CONFIDENTIAL — INTERNAL USE ONLY COLUMBIA SC

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Columbia SC Brand Preview CONFIDENTIAL — INTERNAL USE ONLY

COLUMBIA SCBRAND PREVIEWQ1 2017

INNOVATIVE TOURISMMARKETING FOR THE REAL SOUTHERN HOT SPOT

TV COMMERCIALS& SALES VIDEO The information provided here is for informational and educational purposes and current

as of the date of publication. The information is not a substitute for legal advice and does not necessarily reflect the opinion or policy position of the Municipal Association of South Carolina. Consult your attorney for advice concerning specific situations.

ECONOMIC IMPACTThe Importance of Tourism

2.1 billion dollar industry14.7 million visitors5.5 million overnight115 meetings and conventions

NAMING19


Evolve Organization Names:

Midland Authority for Conventions, Sports and Tourism

Columbia Metropolitan Convention and Visitors Bureau

Columbia Regional Sports Council

Columbia Metropolitan Convention Center

Experience Columbia SC

Experience Columbia SC Sports

(Remains unchanged)

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With continued population growth, new tourism projects, revitalization and development, the Columbia region is booming. To introduce this ever-evolving Columbia to prospective and repeat visitors, the region’s Destination Marketing Organization created a new brand intended to present Columbia in its very best light.

Introduction

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Introduction

Midlands

EXPERIENCE COLUMBIA SC

ORGANIZATIONAL CHART

EXPERIENCE COLUMBIA SC (AUTHORITY)

CEO

MARKETING HUMAN RESOURCES

FINANCE

BOARD OF DIRECTORS

EXPERIENCE COLUMBIA SC SPORTS

COLUMBIA SC METROPOLITIAN CONVENTION CENTER

EVENTSSALES

EXPERIENCE COLUMBIA SC (DMO)

SALES CONVENTION SERVICES

PARTNERSHIP SERVICES

VISITORSCENTER

ENGINEERINGOPERATIONS SECURITY

BRANDING 24


Logo Family

BRANDING25

CONFIDENTIAL — INTERNAL USE ONLYColumbia SC Brand Preview

CANOEINGon the

CONGAREEEXPERIENCE COLUMBIA SC

REAL SOUTHERN HOT SPOTEstd. 1786 EXPERIENCECOLUMBIASC.COM

BRANDINGContent Pillars

12Columbia SC Brand Guidelines V. 1.0 CONFIDENTIAL — INTERNAL USE ONLY

MESSAGING TOOLKIT: CONTENT PILLARS

Real SouthernThese are modern times, y’all, and Columbia SC is redefining Southern for a new era. Proud home of the State House and USC, Columbia also plays host to the annual Indie Grits Festival and public art that transforms humdrum spaces into unexpected places. Come as you are, and discover all that makes it a real hot spot. We’ll be waiting with a glass of sweet tea, unless of course you’d prefer something barrel-aged or bacon-infused.

Manageable UrbanWith several distinct shopping districts and a recently revitalized downtown, tons of new shops, restaurants and other thriving businesses mix in amidst old favorites like The Nickelodeon, Mast General Store and King’s Jewelers. The best part? Columbia SC grants you front row access to all of this with affordable prices, manageable traffic, lots of parking and walkable districts, too.

Hot Spot for All AgesWith a never-ending roster of live music events, festivals and sporting events (Go Gamecocks!), it’s hard to be bored in Columbia SC. You can discover something new for every day of the year with Soda City Market on Saturday mornings, First Thursdays on Main, Indie Grits in April, and the Gervais Street Bridge Dinner in October. Or explore the capital city bite by bite with Columbia Food Tours. In Columbia SC, there are more things to do than there are hours to do them.

Fresh Perspectives, Intellectual DiversityWhat do you get when you douse a thriving metropolis with an annual influx of college students and legislators? A vibrant city that’s bursting with big ideas, forward thinkers and modern attitudes. Columbia SC is home to a host of initiatives committed to fostering future-forward economic development and entrepreneurship.

Engage audiences with relevant, emotionally resonant messaging about these six content areas that represent the region’s differentiators. The messaging beneath each handle has been crafted for external audiences.

Feel free to cut and paste them directly as they are, or adapt them to better fit specific contexts.

City Meets NatureColumbia SC lies at the confluence of the Saluda and Broad Rivers which merge right in town to form the Congaree. The region is flush with regional parks and opportunities for outdoor adventures. And with so many trails, gardens and Lake Murray nearby, it doesn’t take long to get from the middle of town to what seems like the middle of nowhere. Escape the bustling city and get lost in your thoughts amidst fresh air, cool waters and old growth hardwood forest in next to no time flat.

Creative, Unexpected EnergyFrom artists and musicians to web developers and tech luminaries, many who work in creative industries choose to call Columbia SC home. Their innovation and imaginative spirit weave a progressive strand through the region’s otherwise quaint, traditional culture. The Nickelodeon Theatre, South Carolina’s only non-profit art house cinema, is a treasured gem in the heart of the city that offers a mix of independent films, media education programs and curated series. More than 200 pieces of public art dapple the region bringing surprise and delight to all who discover them.

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Introduction

TARGET AUDIENCES

• Meeting Planners• Sports Events Planners• Leisure Travelers

AWARENESS & APPEAL

Columbia is an aspirational destination. Meaning: more people are interested in

visiting than have actually visited.

find the destination appealing or

very appealing

61.2%

of regional travelers are interested or very interested in

taking a leisure trip to Columbia SC in the next 3 years

31%

of travelers consider themselves familiar with

Columbia’s tourism offerings

50%

of regional leisure travelers visited Columbia

SC in the past 3 years

19%

WEBSITE

PREFERRED PARTNER BENEFITS

ENHANCED VISIBILITY(Exclusive to Preferred Partners)

• Free listing as a Preferred Hotel on ExperienceColumbiaSC.com

• Free Preferred Hotel listing, highlighted and enhanced, in the Columbia SC Insider’s Guide

• Free rack space to distribute hotel brochures at Columbia SC Visitors Center

ADVERTISING & MARKETING

• Priority notification for participation in national marketing projects, i.e. meeting planner guide, Delta SKY magazine, Southern Living and Garden & Gun advertorials, and more

• Ability to use destination marketing funds for photography and design of property-specific advertising

• Ability to use portion of destination marketing funds for out-of-market initiatives that align with property’s marketing plans, i.e. Cvent, Expedia, etc.

ADDITIONAL BENEFITS

• Priority for presence at applicable tradeshows or client events

• Invitation to ECSC hosted events, i.e. Insider’s Guide Launch Party and other hospitality-related events

Hotel partners who participate in the Destination Marketing Program become “Preferred Partners” and receive exclusive benefits beyond the standard partnership services.

40% OF EACH HOTEL’S COLLECTIONS CAN BE USED FOR PROPERTY-SPECIFIC MARKETING PROGRAMS DESIGNATED BY EXPERIENCE COLUMBIA SCBlog + Evergreen/

Organic Content + Targeting and User Experience

LEISURE & TRAVEL BLOGGoing strong since 2008

Top 5 Blog Posts in the past year:• Coming Soon to Columbia SC

• But First, Brunch: 15 Delicious Brunch Spots in Columbia SC

• 9 Ideas for Romantic Dates in Columbia SC

• With Onion Rings, Please: 17 Burger Joints You Have to Try in Columbia SC

• Top 10 Instagram Worthy Sites in Columbia SC

SOCIAL MEDIA

DISTRICT & CITY TOURS ON INSTAGRAM STORIES

The Vista Tour

Main Street Tour

#REALCOLUMBIASC

ADVERTISING CAMPAIGN

ADVERTISING CAMPAIGN

As a mash-up of a capital city and a college town, Columbia SC has become an epicenter for chefs, artists, craftspeople (and craft beer) of all stripes. Come as

you are and discover why it’s the hippest place you haven’t thought to visit. We’ll be waiting with a cold beer, unless of course you’d prefer something

barrel-aged or bacon-infused. Visit ExperienceColumbiaSC.com

SO IAL

Tradition and tomorrow pair perfectly in the state’s capital city. Take a stroll through time with historic house and garden tours, or just wander along the bustling streets of downtown and take in the architecture of

historic buildings transformed. Visit ExperienceColumbiaSC.com

ADVERTISING TV Commercials

Real Southern

City Meets Nature

Manageable Urban

ADVERTORIALS & INFLUENCER MARKETING

1 Columbia Museum of Art

2 Musicians perform at Indie

Grits 3 Fresh goodies at Rise

Gourmet Goods & Bakeshop

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“ARTSY” IS AN UNDERSTATEMENTAs the mash-up of a capital city and a college town, Columbia has become a magnet for art in nearly all its forms. Home to artists and craftspeople of all stripes, the city boasts a creative culture that’s palpable.

This spring, the whimsical magic of Salvador Dalí arrives in Columbia with Salvador Dalí’s Fantastical Fairy Tales, a limited-time exhibition at the Columbia Museum of Art (on view through May 21), featuring 36 prints from The Dalí Museum. Each work showcases the artist’s signature playfulness through his illustrations for literary classics such as Alice’s Adventures in Wonderland and the tales of Hans Christian Andersen.

For a dose of locally branded whimsy, head over to Soda City Market on Main Street, held every Saturday from 9 am – 1 pm. Take a stroll through the artist and makers district on State Street in West Columbia. Or peruse the dozens of galleries and

specialty shops in the vibrant Congaree Vista district, known locally as “the Vista.”

FIT FOR FOODIES Columbia has drawn a host of innovators and entrepreneurs from the culinary world. While Southern staples like shrimp and grits are off the charts, Columbia’s many creative young chefs have gone beyond the traditional, cultivating a culinary style all their own.

For a snapshot of Columbia’s gastronomic revolution, follow the locals to Rise Gourmet Goods & Bakeshop in the city’s Five Points neighborhood. Owner Sarah Simmons of NYC’s acclaimed Birds & Bubbles and City Grit returned home to open Rise in 2015. By elevating classics like the

RADITION AND TOMORROW pair perfectly in Columbia. Here, stately buildings buzz with new businesses, and centuries-old sites give rise to fresh perspectives. Come for a weekend—or a week—and dig into the city’s vibrant arts community, dynamite dining scene, and ever-evolving list of ambitious festivals and events.

bacon-egg-and-cheese biscuit to heavenly levels, the team here has practically redefined Southern hospitality. Save room for the melt-in-your-mouth oatmeal crème pie cookies, and check out the second location in the Olympia neighborhood.

On Main Street, near the state capital, The Oak Table offers a sophisticated taste of the region’s farm-fresh bounty. Chef Todd Woods’ passion for supporting local producers shines through in dishes like Watsonia Farms’ butternut squash salad or hickory smoked and fried Colman Farms chicken. Across the street, Bourbon pays homage to the South’s favorite libation with an extensive list of craft cocktails, a daily-changing whiskey selection, and an inventive

Cajun-Creole menu. And speaking of libations, don’t miss a visit to Columbia’s very own Copper Horse Distillery. The tasting room is outfitted with shiny copper stills, reclaimed wood, and a rustic yet sleek bar that beckons you to sidle up for a sip.

For a healthy dose of nature with your meal, head beyond downtown to Liberty on the Lake. Ask for a table on the two-story deck and tuck into gourmet burgers and craft beers while enjoying the waterfront views of Lake Murray.

FESTIVALS THAT LIVE UP TO THE HYPE A dozen years ago, Columbia was the last place you’d expect to find a cutting-edge arts festival. But that didn’t deter organizers from

launching Indie Grits in 2007. Propelled by a far-reaching artistic vision, this homegrown event, now in its eleventh year, has become a staple of the city’s cultural life. The 2017 festival (April 20–23), themed “Visiones,” will feature film, music, art, food, and the cult favorite: the Puppet Slam. Coinciding with Indie Grits, Artista Vista (April 21–23) is the city’s oldest and most celebrated gallery crawl, featuring pop-up installation art, music, and live entertainment at the Vista district’s many galleries. In May, the annual Rosewood Crawfish Festival (May 7) takes center stage with live music, a kids’ carnival, and some seriously tasty Cajun cuisine—proof that Columbia can throw down some great jambalaya.

Come on over and experience Columbia, SC for yourself. It’s the real Southern hot spot that will leave you looking forward to what’s next. Learn more at experiencecolumbiasc.com.

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HESE ARE MODERN times, y’all, and Columbia, SC is redefining Southern for a new era.

Proud home of both the state’s capital and its largest university, Columbia is a creative hub that’s bursting with big ideas and unexpected innovations. It’s the kind of place that draws high-profile art exhibitions to its museums and one-of-a-kind indie arts festivals to its streets. Come as you are, and discover all that makes Columbia the real Southern hot spot.

T

ADVERTISEMENT

COLUMBIA, SOUTH CAROLINA

SOUTHERNReal

Advertorial - Southern Living

1 Columbia Museum of Art 2 Musicians perform at Indie Grits 3 Fresh goodies at Rise Gourmet Goods & Bakeshop

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ADVERTISEMENT

“ARTSY” IS AN UNDERSTATEMENTAs the mash-up of a capital city and a college town, Columbia has become a magnet for art in nearly all its forms. Home to artists and craftspeople of all stripes, the city boasts a creative culture that’s palpable. This spring, the whimsical magic of Salvador Dalí arrives in Columbia with Salvador Dalí’s Fantastical Fairy Tales, a limited-time exhibition at the Columbia Museum of Art (on view through May 21), featuring 36 prints from The Dalí Museum. Each work showcases the artist’s signature playfulness through his illustrations for literary classics such as Alice’s Adventures in Wonderland and the tales of Hans Christian Andersen.For a dose of locally branded whimsy, head over to Soda City Market on Main Street, held every Saturday from 9 am – 1 pm. Take a stroll through the artist and makers district on State Street in West Columbia. Or peruse the dozens of galleries and

specialty shops in the vibrant Congaree Vista district, known locally as “the Vista.”

FIT FOR FOODIES Columbia has drawn a host of innovators and entrepreneurs from the culinary world. While Southern staples like shrimp and grits are off the charts, Columbia’s many creative young chefs have gone beyond the traditional, cultivating a culinary style all their own.For a snapshot of Columbia’s gastronomic revolution, follow the locals to Rise Gourmet Goods & Bakeshop in the city’s Five Points neighborhood. Owner Sarah Simmons of NYC’s acclaimed Birds & Bubbles and City Grit returned home to open Rise in 2015. By elevating classics like the

RADITION AND TOMORROW pair perfectly in Columbia. Here, stately buildings buzz with new businesses, and centuries-old sites give rise to fresh perspectives. Come for a weekend—or a week—and dig into the city’s vibrant arts community, dynamite dining scene, and ever-evolving list of ambitious festivals and events.

bacon-egg-and-cheese biscuit to heavenly levels, the team here has practically redefined Southern hospitality. Save room for the melt-in-your-mouth oatmeal crème pie cookies, and check out the second location in the Olympia neighborhood.On Main Street, near the state capital, The Oak Table offers a sophisticated taste of the region’s farm-fresh bounty. Chef Todd Woods’ passion for supporting local producers shines through in dishes like Watsonia Farms’ butternut squash salad or hickory smoked and fried Colman Farms chicken. Across the street, Bourbon pays homage to the South’s favorite libation with an extensive list of craft cocktails, a daily-changing whiskey selection, and an inventive

Cajun-Creole menu. And speaking of libations, don’t miss a visit to Columbia’s very own Copper Horse Distillery. The tasting room is outfitted with shiny copper stills, reclaimed wood, and a rustic yet sleek bar that beckons you to sidle up for a sip. For a healthy dose of nature with your meal, head beyond downtown to Liberty on the Lake. Ask for a table on the two-story deck and tuck into gourmet burgers and craft beers while enjoying the waterfront views of Lake Murray.

FESTIVALS THAT LIVE UP TO THE HYPE A dozen years ago, Columbia was the last place you’d expect to find a cutting-edge arts festival. But that didn’t deter organizers from

launching Indie Grits in 2007. Propelled by a far-reaching artistic vision, this homegrown event, now in its eleventh year, has become a staple of the city’s cultural life. The 2017 festival (April 20–23), themed “Visiones,” will feature film, music, art, food, and the cult favorite: the Puppet Slam. Coinciding with Indie Grits, Artista Vista (April 21–23) is the city’s oldest and most celebrated gallery crawl, featuring pop-up installation art, music, and live entertainment at the Vista district’s many galleries. In May, the annual Rosewood Crawfish Festival (May 7) takes center stage with live music, a kids’ carnival, and some seriously tasty Cajun cuisine—proof that Columbia can throw down some great jambalaya. Come on over and experience Columbia, SC for yourself. It’s the real Southern hot spot that will leave you looking forward to what’s next. Learn more at experiencecolumbiasc.com.

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HESE ARE MODERN times, y’all, and Columbia, SC is redefining Southern for a new era. Proud home of both the state’s capital and its largest university, Columbia is a creative hub that’s bursting with big ideas and unexpected innovations. It’s the kind of place that draws high-profile art exhibitions to its museums and one-of-a-kind indie arts festivals to its streets. Come as you are, and discover all that makes Columbia the real Southern hot spot.

T

ADVERTISEMENT


SOUTHERNReal

Advertorial - Southern Living

Plan your next trip to The Real Southern Hot Spot. ExperienceColumbiaSC.com

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C H O O S E YO U R O W N A D V E N T U R E I N Columbia, South Carolina. Experience city living at its best with good food, sophisticated wine bars, low-key breweries, fine art, and friendly locals. Or plunge into the great outdoors—there’s a national park and three major rivers within minutes of downtown.

Toast your trip with a seasonal flight of tart Carolina Weiss Sours on the dog-friendly patio at the new Columbia Craft Brewing Company in the Vista. Post-celebratory brews, head across the Congaree River, where woodworker Josh Cox of Bricker & Beam crafts custom rustic-meets-modern furniture. Whether you’re in the market or just browsing, make an appointment to visit his West Columbia studio. Hungry? Standout dinner options are plentiful, but Terra, helmed by chef Mike Davis, tops the list. Davis pioneered Columbia’s current eat-local landscape. His menu is ever-changing, but a few items, including the decadent lamb mac and cheese, are fixtures.

If you’re feeling ambitious in the morning, lace up your hiking boots to watch the sun rise in Congaree National Park. Located just a half hour southeast of town, the Congaree is the country’s largest old-growth bottomland hardwood forest. Explore its pristine swampy depths via boardwalks or paddle the forest’s eponymous river as it slips and slides its way through the ancient woods. By midmorning, you’ll have earned that vanilla habanero latte at Drip Coffee—and the side of house-made biscuits and jam. Swing through the back-room record store before heading to Soda City Market, where you’ll find local vendors selling fresh produce, textiles, jewelry, furniture—and bags of hot boiled peanuts. In need of a laid-back afternoon activity and a bite? The Grand on Main, Columbia’s new boutique bowling alley, where plates of braised beef short ribs replace cheap frozen pizzas, delivers admirably. A nap might be in order before drinks and dinner at Lula Drake, a cozy wine bar and restaurant named for the building’s eccentric former occupant.

Brunch at The Oak Table the following day depends entirely on your level of indulgence. The veggie frittata is admittedly tasty, but splurge on the bread pudding French toast with bourbon-soaked apples, bacon, and Chantilly cream. Wrap up the weekend at the Columbia Museum of Art wandering the galleries and planning your return trip.

1. Citrus ricotta fritters from The Oak Table. 2. A flight of Carolina Weisse Sours from Columbia Craft. 3. Natural wines and intimate spaces draw guests in at Lula Drake. 4. The Boardwalk Trail at Congaree National Park. 5. A delectable breakfast spread from Drip Coffee. 6. Chef Mike Davis’s menu at Terra features Lowcountry-inspired food made from local ingredients.

Garden & Gun follows Washington, D.C.–based photographer Jennifer Chase (@thejenchase) as she explores Columbia, South Carolina, with its wealth of urban diversions,

creative energy, and easy access to abundant outdoor activities

P R E S E N T E D B Y C O L U M B I A S C

COLUMBIA SC, WITH LOVE

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SAVE THE DATE

This May, follow locals to City Roots Farm for the annual

Drink Pink Rosé Festival, featuring 100 Rosé wines, a

healthy dose of artisan food pairings, and live Jazz music.

See a side of the South you haven’t before,

in Columbia, SC.

Tradition and tomorrow pair perfectly in Columbia,

SC. This Southern hot spot has drawn innovators and

entrepreneurs from across the spectrum—including

craft brewers and award-winning bartenders who are

stirring up the local beer and cocktail scene, creating

as much buzz as the city’s legendary barbecue.

Explore Columbia's unique

districts with a self-guided

brewery tour. Start at River

Rat Brewery, where a lawn

and patio, roof-top bar, and

cozy taproom are perfect for

enjoying a signature brew

like the Bohemian Pilsner.

At Conquest Brewing Co.,

Columbia’s first brewery, the

Medieval-themed tasting

room offers flights of their

wheat, stout, porter, and

IPA-style brews. Stop by on

Wednesday for Trivia Night

or on Sunday for Balanced

Brews (yoga and a beer for

$15). Squeeze into the packed

taproom at newbie Columbia

Craft Brewing Co., and

sample flights from their

rotating draft board, or grab

a seat on the pooch-friendly

patio. Another newcomer,

Hunter-Gatherer Brewery

& Alehouse at Owens Field

is set in a hangar at the

municipal airport. Grab a pint

and take in the airport views

from the observation deck.

Matching Columbia’s

rising brewery scene

drink for drink is an

ever-evolving collection

of bars and restaurants

serving up seriously

original cocktails. Head to

Bourbon, just steps away

from the South Carolina

State House, for whiskey-

centric drinks ranging

from timeless favorites to

whimsical innovations like

the “Frankly, My Dear…,”

which arrives in flames.

Tucked into an alleyway,

Motor Supply Co.

Bistro boasts a farm-to-

glass experience you

won’t soon forget, with

a constantly changing

menu of signature

cocktails made from

totally fresh (and totally

unexpected) ingredients.

Come on over and

experience Columbia,

SC’s buzzing bar scene for

yourself. Learn more at

experiencecolumbiasc.com.

ANYTHING-BUT-

CLASSIC COCKTAILSCRAFT BEERS &

MICROBREWERIES

SOUTHERN BREWS


Bottoms up, buttercup. Here in Columbia SC, we know a thing or two about

mixing quality cocktails. Whether you fancy a sweet tea or something

stronger (perhaps barrel-aged or bacon-infused?), we’ve got a drink that’s

guaranteed to wet your whistle. Visit ExperienceColumbiaSC.com

SO IAL

From top: Drink Pink Rosé

Festival; River Rat Brewery;

hand-crafted brews at

Hunter-Gatherer; signature

cocktail at Motor Supply Co.

PHOTO: SEAN RAYFORD

PHOTO: SEAN RAYFORD

PHOTO: SEAN RAYFORD

PHOTO: FORREST CLONTS FOR FARM TO TABLE EVENT CO.

Discover why South Carolina’s capital city is being hailed as The Real Southern Hot Spot by visiting ExperienceColumbiaSC.com

A D V E R T I S E M E N T

Garden & Gun follows Georgia photographer and food lover Lauren Carnes on a culinary road trip through Columbia, South Carolina

LOW-KEY FOOD CITY OF THE SOUTH

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From passion-project coffee to steaks with a view to waffle cones made with local eggs, there are more delicious reasons than ever to visit Columbia, South Carolina.

Start the day off right with a Cubano or a Lavender Latte from Indah Coffee Company. After years of selling coffee at Soda City Market on Saturdays, the Indah team opened a brick and mortar location in Cottontown in May.

For lunch, head to Shandon, where Russell Jones's lauded Devine Street gem, Tallulah, delivers on garden-to-glass cocktails and a menu of ingredient-driven dishes that showcase his Washington, D.C.–honed culinary chops. The Jack Rose Dining Saloon alum returned to his hometown to contribute to its rising food scene, and counts local purveyors such as City Roots, South

Carolina’s first urban farm, as one of his go-to sources. And with good reason. Not only does the property keep Columbia chefs stocked with microgreens, assorted mushrooms, and bouquets of seasonal flowers, it also hosts a Thursday farmers' market featuring organic produce, food vendors, and live music.

Looking for an afternoon treat? Try the browned butter sea salt oatmeal chocolate chip cookie at Tallulah neighbor Silver Spoon Bake Shop. Then head to Five Points for an al fresco seasonal margarita at Publico Kitchen & Tap.

Come dinnertime, the options are seemingly endless. The Oak Table serves up seriously prime steaks, plus a killer wine and tequila list (not to mention the best view of the statehouse in town). Nearby, Motor Supply Co. Bistro ranks supreme for mixologist Josh

Streetman’s bespoke cocktails (tell him your preferred spirit and flavors and he’ll customize a drink to match) paired with executive chef Wesley Fulmer’s harvest dishes. And for South Carolina’s signature whole-hog barbecue, try The War Mouth, where ingeniously high-lo sides, such as heirloom tomato salad with croutons and buttermilk string cheese, round out the meal.

End the night with a next-level ice cream cone at Sweet Cream Company, where a waffle batter base made from nearby Wil-Moore Farms eggs and Adluh flour is topped with sixteen small-batch flavors of ice cream and sorbet—from Blackberry Kale to Grapefruit Rosemary.

And then get some sleep. Tomorrow’s another day, and there is plenty more where these meals came from.

1. Craft cocktails are a staple at Motor Supply Co. Bistro. 2. Farm-to-table in full swing at Tallulah. 3. The Brie, jam, almond croissant at Silver Spoon Bake Shop. 4. Small-batch, handcrafted gourmet ice cream at Sweet Cream Company. 5. Fresh produce from City Roots' Thursday farmers' market. 6. Whole-hog barbecue plus all the fixin’s at The War Mouth.

ADVERTORIALS & INFLUENCER MARKETING

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DAY ONEStart your visit with a peek at Columbia’s past at the four historic house museums downtown. Take a tour of the Hampton-Preston Mansion, celebrating the 200th anniversary of its construction this year, and be one of the first to see its newly unveiled improvements. Later, head across the river to Cayce for dinner at Henry’s Restaurant & Bar, a hidden gem packed with locals.

Clockwise from top: Soaking up sun on the

Congaree River; watching the Fireflies in action at

Spirit Communications Park; sumptuous selections at

Henry's Restaurant & Bar.

DAY TWOHop onto Main Street for a real Saturday morning treat: Soda City Market. Here you’ll find an eclectic collection of homegrown, handmade, and locally-raised products and goods. Stop into Blue Flour Bakery for a sweet treat before heading to Lake Murray for a day of basking in the sun. Rent a pontoon or powerboat for speed, or slow down with a kayak or paddleboard. The patio at Liberty on the Lake

is perfect for a relaxing lunch near the water. Come evening, head back downtown to Hampton Street Vineyard, and savor a unique meal revolving around the season’s best local ingredients.

DAY THREEStart your day with an open-air brunch at The Gourmet Shop in Five Points. Then go for a walk along the Three Rivers Greenway, a series of pathways at the confluence of the Broad, Saluda, and Congaree rivers. If your timing is right, head to Spirit Communications Park for an afternoon ball game played by Columbia’s minor league team, the Fireflies. End your stay with a lucky strike at The Grand, a boutique bowling alley serving up craft beer and a dynamite menu. Come as you are and see why Columbia, SC is the hippest place you’ve yet to discover. Learn more at experiencecolumbiasc.com.

Looking for a weekend escape filled with great food, creative culture, and natural beauty? Stroll into Columbia, SC and see what all the buzz is about.

WEEKEND GETAWAY


PHOTO: CRUSH RUSH

PHOTO: JEFF BLAKE FOR COLUMBIA FIREFLIES

PHOTO: SEAN RAYFORD

As a mash-up of a capital city and a college town, Columbia SC has become an

epicenter for chefs, artists, craftspeople (and craft beer) of all stripes. Come as

you are and discover why it’s the hippest place you haven’t thought to visit.

We’ll be waiting with a cold beer, unless of course you’d prefer something

barrel-aged or bacon-infused. Visit ExperienceColumbiaSC.com

SO IAL

he food scene in Columbia, South Carolina, has enjoyed plenty of fanfare—from James

Beard Award attention to big-name chefs to restaurant openings that have drawn crowds

from around the state and beyond. When it comes to the next small-batch movement

sweeping the city’s palates, one thing is certain: The tide of craft production is unequivocally—

and deliciously—rising toward the glass as much as the plate.

The roots of Columbia’s craft-drinks scene reach back to 1995 when Hunter-Gatherer

opened its doors on Main Street. At the time, the capital city had few native breweries, but

more than two decades later, not only has H-G expanded its operations to include a second

location, the Curtiss-Wright Hangar at the Owens Field airport but it has also spawned

a whole generation of local breweries and brewpubs.

Conquest Brewing Company, helped galvanize Columbia’s modern craft-beer movement

when it launched in 2012 and began peddling its brews at hangouts such as Craft and Draft

and the Casual Pint. Two years later, Swamp Cabbage Brewing Company opened its doors,

officially cementing the city’s suds-centric reputation.

River Rat Brewery has become a go-to watering hole thanks to its expansive hybrid space,

which includes everything from a rollicking lawn and patio to a scenic rooftop bar to a cozy

indoor taproom. Locals love to cool off with a Luminescent Lager, created with minor-league

baseball hometeam, the Columbia Fireflies, in mind.

At Bierkeller Columbia, the vibe is no less festive—even without a permanent taproom.

These intrepid brewers rely on pop-up beer gardens to showcase their exclusive German

styles, and everyone eagerly awaits word of the next location.

Newcomer Columbia Craft Brewing Company packs its taproom and pup-friendly patio

by offering flights from a rotating draft board—even the pickiest drinkers swoon over its selection

of sour beers. On the horizon are more breweries soon to open, including CottonTown Brew

Lab, a buzz-generating micro-brewery whose creations are so far available in restaurants and

craft beer stores around town; and Steel Hands Brewing, which, at 10,000 square feet, is slated

to be the city’s largest brewery to date.

With so many great places to choose from, it’s no wonder Columbia is swiftly becoming

known as one of the hoppiest—and happiest—places in the South.

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For a guide to Columbia’s unparalleled craft-drinks scene, visit ExperienceColumbiaSC.com/breweries

Columbia's NEW CRAF T CHARM

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In South Carolina’s capital city, a homegrown craft-beer drinks movement is gaining steam

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1. Fresh pours from the tap at River Rat

Brewery. 2. Locals enjoy pop-up beer

garden experiences on the Riverwalk

hosted by Bierkeller Columbia. 3. A nod

to Columbia’s ever-expanding craft beer

scene. 4. A flight of Carolina Weisse

Sours from Columbia Craft Brewing Co.

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THE VISTATake a district once marked by textile mills and rail lines, pour in an array of art galleries, patio dining, and shopping, and you’ve got The Vista. EAT & DRINK: Tucked into an

alleyway, Motor Supply Co. Bistro offers a homey, farm-

to-table dining experience

with crafted cocktails and

a menu that changes daily.

Craft beer connoisseur?

Don’t miss Twisted Spur Brewing, a hot new spot

featuring not-so-typical bar

food—think Carolina crab

cakes and pork confit eggrolls.

PLAY & SHOP: Browse specialized art studios, like

Lewis + Clark or One Eared Cow Glass, for unique pieces

with gracious charm. For a

night of zany entertainment,

check the upcoming shows

at Trustus Theatre. Or if you

need some relaxation, try

Pura Wellness Spa for an

indulgent massage.

MAIN STREETDon’t let the SC State House fool you. Whether you’re looking for art, indie films, special events, or a quiet escape, the renaissance of this district lives up to the hype.

EAT & DRINK: You can’t go wrong

at local hangout Cantina 76.

Delve into a “Tres Hombres”

sampler and the jalapeño

margarita and you’ll fit right

in. With a subtle storefront,

the new Lula Drake Wine Parlour is a local secret that’s

easy to miss—yet hard to

forget. Cozy up with a glass

from their expert wine list.

PLAY & SHOP: Don’t miss the

epicenter of Main Street’s

buzz, the old-fashioned

Nickelodeon Theatre, a hot

spot for watching indie films

and big picture hits alike. On

Saturdays, shop around, eat

around, or just mingle your

way through Soda City Market, Main Street’s weekly gathering

of farmers, musicians, and

artisans of all kinds.

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What do you get when you mix big-city amenities with small town comforts? Find out in Columbia, SC. Read on to learn more about this southern hot spot’s most buzz-worthy neighborhoods.

Urban ComfortWEST COLUMBIAJust a hop over the river will get you to this laid-back district, where you’ll find antiques, river access, and some seriously good views. EAT & DRINK: Look no further

than Al’s Upstairs for a view of

the Columbia skyline—proof

that this small town is all

grown up. At Terra, chef Mike

Davis prides himself in using

locally grown ingredients,

and keeps his menu fresh

according to season.

PLAY & SHOP: If you’re the kind

of shopper that’s looking for a

hunt, Old Mill Antique Mall is

your spot. If nature is more your

thing, take advantage of the

easily accessible Riverwalk, a

burst of the great outdoors in the

middle of a thriving metropolis.

NORTH MAINConsidered to be Columbia’s up-and-coming district, North Main has caught the attention of businesses near and far.

EAT & DRINK: You’d be remiss

if you left Columbia without

trying a slice of a Main Street Bakery’s two-layer sheet cake.

Be sure to call ahead for their

daily cake schedule. Stop in

to The War Mouth for true

slow-cooked, southern pork,

and family-style eating. Cap off

your night just down the street

at The Vino Garage.

PLAY & SHOP: Why North Main?

A little thing called the Bull Street development has had

a lot of people talking. The

Fireflies minor league baseball

team, an affiliate of the

New York Mets, has already

settled into its home here

with affordable tickets and an

award-winning stadium.

Discover a new kind of

urban getaway in Columbia,

SC. Start planning at


1) Local hot spot, Nickelodeon Theatre. 2) Farm fresh produce at Soda City Market. 3) Classic Southern cuisine at The War Mouth. 4) Water views from West Columbia’s Riverwalk.

FIVE POINTSFollow the locals to Columbia’s original village neighborhood, a cluster of mom-and-pop coffee shops, boutiques, bars, and restaurants.

EAT & DRINK: The Gourmet Shop is no stranger to

brunch. A pantry and café

hybrid, the Columbia staple

has been operating since

1979. Newer, but equally

as local, Publico Kitchen & Tap has quickly become a

go-to spot to socialize and

unwind. For something more

intimate, Saluda’s boasts a

white tablecloth experience

in a cozy second-floor dining

room, and Mr. Friendly’s serves

up Southern staples with an

award-winning wine list.

PLAY & SHOP: Whittle away a few

hours browsing the eclectic

shops on Saluda Avenue. Look

for Bohemian, Wildflower, and

Revente to name a few—you’re

sure to head home with some

one-of-a-kind finds.

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A NEW KIND OF URBAN GETAWAY

Columbia, South Carolina

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WALKABLE, DRIVABLE, accessible, and affordable—yet packed with innovative shops, thriving restaurants, and distinct entertainment districts.

Sound too good to be true? Maybe it’s time to check out Columbia, SC.

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SWIMMING, SAILBOATS, AND SWALLOWS

A landlocked city in the

middle of South Carolina

might be the last place you’d

expect to find 500 miles of

pristine shoreline, but get

used to surprises. Columbia,

SC sits just a 30-minute drive

east of Lake Murray, home to

champion fishing, dockside

eateries, and aquatic

adventures of every kind.

From spring through fall,

idyllic sailboats dot the lake.

Charter a skippered tour with

Lanier Sailing Academy to

enjoy the views without the

work. Grab some water skis

and shift into overdrive with

a speedy little rental from

Better Boating. The company

also offers paddle boats and

double-decker pontoons—

complete with a water slide,

of course.

Fuel up—your stomach,

that is—at the Rusty Anchor.

Grab a spot on their lakeside

deck and order a cold

beverage before diving into

their surf-and-turf platters.

If you come in the evening,

be ready for a spectacular

show courtesy of the famous

purple martins—thousands

of swallows that roost here

each summer, performing

aerial acrobatics that you

won’t soon forget.

MEANDERING WATERWAYS AND MAGICAL LIGHT SHOWS

Just 30 minutes from down-

town, Congaree National

Park is home to the largest

tract of old-growth bottom-

land hardwood forest left in

the U.S. While away a few

hours with a peaceful paddle

along Cedar Creek, taking

in the bald cypresses and

water tupelos that

form a protective

natural canopy.

Stretch your

legs with a

leisurely hike

along the

Boardwalk Trail, an elevated

2.4-mile loop

that overlooks

forested floodplains. Come

late May through mid-June,

locals flock here to witness

the rare phenomena of

synchronized fireflies. For

roughly two to four weeks

each year, hundreds of

lightening bugs blink in

unison, turning the dark

forest into a magical

wonderland.

RIVER FLOATS AND OPEN-AIR CONCERTSSituated at the confluence

of the Saluda and Broad

Rivers (which merge right in

town to form the Congaree),

Columbia makes the most of

its natural waterways.

Take advantage of water

access and rentals with

River Runner and Palmetto

Outdoor. They will transport

you upriver for a laid-back

day of tubing and toe-dipping.

Plan your float to coincide

with a Rhythm on the

River concert. The series

is free, and the Riverwalk

Amphitheatre offers a

stunning backdrop as the

sun sets over the river and

downtown skyline.

STAR-STUDDED EATSJust because the sun has gone

down doesn’t mean it’s time

to head inside just yet. Make

your way downtown and

you’ll find that outdoor dining

in Columbia is plentiful. Head

to Southern Belly in the Five

Points district to taste what

many consider to be the best

barbecue in town. Cool off

with an ice-cold pint at River

Rat Brewery. Or cap off the

night with a handmade cone

from Sweet Cream Co., and

let the twinkling tree lights

guide you on a stroll down

Main Street. Downtown

accommodations such as the

Columbia Marriott, Hyatt

Place, and new Aloft Hotel are

all within walking distance.

Come on over and

experience Columbia, SC for

yourself—it’s the perfect mix

of downtown cool and natural

wonders. Learn more at


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YOU MIGHT HAVE heard that

Columbia, SC is a pretty

little river town that’s

making waves with its

innovative arts scene and

trend-setting festivals.

But the story doesn’t

end there. Columbia is

at the heart of an area

flush with regional parks,

rivers, trails, and lakes. It

doesn’t take long to get

from the middle of town

to what seems like the

middle of nowhere. And

for many, it’s that instant

access—the rare mix of urban pleasures and

outdoor adventures—that

makes Columbia such an

irresistible hot spot.

Y1. One of many trails at Congaree National Park. 2. Lake Murray, home to aquatic adventures of every kind. 3. Classic barbecue at local favorite Southern Belly.

HELENE DUJARDIN

WHERE DOWNTOWN AND NATURE MEET

Columbia, South Carolina

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HAT DO YOU get when you mix a thriving metropolis with

a spacious “backyard” filled with fresh air, cool waters, and old-growth forest? A city where urban fun and outdoor adventure go hand in hand, just like peas and carrots. Its name? Columbia, SC.©

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MEDIAOUTREACH

T H E H E A R T & S O U L O F S O U T H C A R O L I N A

MEDIAOUTREACH

National Geographic Traveler – “The Best Small Cities in the United States”

Smithsonian Magazine “This is the Best Place in North America to Watch Synchronous Fireflies”

TOWN Magazine feature on Columbia “Middle Ground”

Cheapism.com “Where to Find a Good Cheap Sandwich in Every State”

Men’s Journal “8 Incredible National Parks to Put on Your Travel Bucket List this Fall”

MEETING & CONVENTION RECRUITMENT• Six in the City Event Raleigh, Savannah, Fort Worth, Birmingham & Memphis

• Tradeshows

INSIDER’S GUIDE, BROCHURES & COLLATERAL

ExperienceColumbiaSC.com

EXPLORE COLUMBIA’S

NEIGHBORHOODS

page

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INSIDER’S

GUIDE

COLUMBIA SC

DARN GOOD EATIN’ PG 8 GLORIOUS GREEN SPACES PG 16 MUS RY MULTICULTURAL EXPERIENCES PG 20



NEIGHBORHOODS

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INSIDER’S

GUIDE

COLUMBIA SC




NEIGHBORHOODS

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INSIDER’S

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COLUMBIA SC


31V. 1.2Experience Columbia SC Co-Branding Guidelines

EXPERIENCE COLUMBIA SC PARTNER BADGE

Window Cling / StickerThe Experience Columbia SC partner badge is available to our partners as a tool to help visitors discover and experience what Columbia SC has to offer.

It is available for use as a window cling, sticker and digital application (such as on your website).

We encourage our partners to place the sticker or cling on a window or surface near the entrance in a prominent location at their place of business.

Contact our offices to request your badge and learn more about using it.For the window cling & sticker, contact:

Judie VanPattenPartnership Services ManagerPhone: [email protected]

STATE MUSEUM UP-FIT10.16.17

RENDERING

DYNAMIC SCHEME WITH LARGE

BROCHURE AREA

SC State Museum Visitors Area

CHARLESTON

SAVANNAH

MACON

FAYETTEVILLE

CHARLOTTEGREENVILLE

COLUMBIA

AUGUSTA

CHICAGO

DALLAS/FT. WORTH

HOUSTON

ATLANTA

PHILADEPHIA

NEW YORK

WASHINGTON, D.C.

CHARLOTTE

TOURS

GETTING HERE

FOOD AND BEVERAGE TOURS 1. Two Gals and a ForkSeeks to entertain and educate locals and visitors alike offering a combined cultural and culinary walking tour of the Vista area of Columbia.

2. Columbia Food ToursExperience downtown Columbia one bite at a time on this 2-3 hour walking tour. Sample local

cuisine while learning about the Capital City.

3. Columbia Brew BusThe best way to discover Columbia’s craft breweries and distilleries. Available for private parties or public “sampler” tours.

HISTORIC COLUMBIA TOURS1. Happy Hour History Tours

Adventure through historic Columbia with a refreshment in hand. For an interactive experience, catch the Water Balloon Battle, a spin on the tour that uses water balloons to learn about historical military tactics.

3. Moonlight Cemetery and Secrets from the Grave ToursTour Elmwood Cemetery before or after dark. You will get to explore this historic cemetery with tombstones of families and

prominent citizens of Columbia in the 19th and 20th century.

2. Guided River TourRiver Runner Outdoor Center offers daily rental equipment for self guided river adventures, as well as custom private group tours. A knowledgeable tour guide, equipment, and a shuttle

service are all included.

RIVER RATBREWERY

THEVISTA

KAYAKING ONTHE CONGAREE

PHOTO CREDITS (DESCENDING FROM LEFT TO RIGHT): SEAN RAYFORD,

SEAN RAYFORD, HISTORIC COLUMBIA, BRETT FLASHNICK, BRETT FLASHNICK

DIRECT FLIGHTS TO COLUMBIA METROPOLITAN AIRPORT (CAE)

INTERSTATES

CONVENTION CENTER FARM TABLE IMAGE

701 WHALEY

UNEXPECTED EVENT SPACES

SPIRIT COMMUNICATIONS PARKWith the option for an indoor or outdoor space and capacity ranging from 30-400 guests, Spirit Communications Park is great for any group seeking a venue with various vistas.

701 WHALEYA versatile meeting space with several floor plans designed to accommodate the gamut for your event needs. Offering up flexibility in the logistics and aesthetic details, this is a stunningly

customizable space.COLUMBIA MUSEUM OF ARTAble to accommodate parties ranging from 10-1,000, this venue has unique touches, like exclusive special exhibitions and an outdoor plaza at the center of Main St., making for captivating backdrops.

A FARM-TO-TABLE DINNER IN COLUMBIA METROPOLITAN CONVENTIONCENTER’S TERRACE GARDEN

COLUMBIA MUSEUM OF ART

THE GRANDPHOTO CREDITS (FROM TOP): CRUSH RUSH; JEFF BLAKE; FORREST CLONTS; FORREST CLONTS; FORREST CLONTS. RIGHT: FORREST CLONTS

THE GRANDWith a self-serving tap room, bowling, board games, and seriously good eats, this spot is ideal for groups of 10-80 to bring out their playful side.

COLUMBIA METROPOLITANCONVENTION CENTERA venue designed specifically to meet your group’s needs down to the little details that make for a big impact. It combines convenience and ingenuity to make an

unforgettable event.

SPIRIT COMMUNICATIONS PARK

For more unconventional meeting spaces, visit ExperienceColumbiaSC.com/Facilities

MEETING PLANNER GUIDE

COLUMBIA SCREAL SOUTHERN HOT SPOT

New Columbia SC Visitors Center

COLUMBIA SC VISITORS CENTERNew Location in the Vista

CITYWIDE EVENT MARKETING& COLLABORATION

OTHER PARTNERSHIPS

GOVERNMENT DISTRICTSBUSINESS

CITY WAYFINDING

CITY WAYFINDING

CITY WAYFINDING

CITY WAYFINDING

IMPACTAfter seeing Columbia SC’snew marketing promotions

of leisure travelers reported that they are more likely

to book a trip to Columbia SC in the next 12 months

60.3% of leisure travelers

surveyed reported having a more positive or much more positive

perception of the Columbia area

72% of leisure travelers

are more interested in learning about the Columbia area

68.7%

Regional Occupancy 64.3%Regional ADR: $89.89

Downtown Occupancy 71.9%Downtown ADR: $145.47

Documents

& SALES VIDEO TV COMMERCIALS COLUMBIA SC INNOVATIVE TOURISM BRAND PREVIEW MARKETING ... · 2019-10-30 · 1 Columbia SC Brand Preview CONFIDENTIAL — INTERNAL USE ONLY COLUMBIA SC