Executive Director, Rock Hill/York County CVB
Give us your career background.
I was a communications major (bachelor’s degree in radio broadcasting, followed by a master’s degree in public relations – both from the University of South Carolina).
I’ve worked in communications, public relations and marketing for almost three decades. In addition to working in radio and newspapers, I’ve supervised the public relations offices for a college and for the city of Columbia, S.C., and worked in the public affairs department for SCANA Corporation.
You are in a unique position of straddling a state line. What are the advantages and limitations in being in such a spot?
We have found that there are many more positives than negatives in representing a destination where South Carolina and North Carolina meet.
We get wonderful support from the state of South Carolina, where tourism is the number one industry. South Carolina understands that the diversity of the state, including the history, cultural, nature and other unique aspects of York County, keep tourism here fresh and strong.
On the other hand, we are in the wonderful position of being part of the Charlotte MSA. We partner with VisitCharlotte to market this geographic region.
What is Rock Hill's biggest challenge in attracting tourists?
One continuing challenge for our area is establishing an image/identity that resonates to potential tourists. We still struggle to a certain extent in putting our finger on the pulse of what truly differentiates us as a destination. We do, however, an outstanding job in the attracting amateur sports tourism.
What is the most demanding aspect of your work?
One of the most demanding aspects of my work is “owning” the task of keeping the organization relevant in the eyes of elected officials and funding decision-makers. This responsibility is especially crucial when it comes to annually securing adequate funding for the CVB.
Another demanding aspect is to try to keep the organization on course, although there are so many variables that are totally outside of the control of our DMO. We can’t control natural disasters or economic issues, yet we are generally expected to have all the answers, regardless of the situations confronting us.
Do you work with area legislatures? How do you convey the message to your local legislatures that tourism is important?
I work with area legislators in a number of ways. One annual event that highlights the importance of tourism is Hospitality Day at the Statehouse. The industry coordinates restaurants from across South Carolina to cater meals on the grounds of the South Carolina Statehouse when our legislators are in session. That gives us a time to discuss state and local tourism issues.
Our CVB newsletter is another tool, and we also host an annual tourism summit, where we invite legislators to meet with industry partners.
Finally, “Grits Stop” is held every year during National Tourism Week. We partner with the state welcome center in our county. We serve grits and other favorites to travelers as they drive through York County and the state.
We also hold a news conference to tout the benefits of tourism to York County and the Olde English Tourism Region. Our national, state, county and municipal officials are invited to Grits Stop each year.
Additionally, I regularly attend the meetings of our County Council and have personal contact with them on an ongoing basis.
What trends do you see in the area?
We were beginning to see a trend of some significant year-round travel to our area.
Sports tourism is a major part of our tourism mix; it brings tremendous economic impact – especially amateur sports and youth sports. Over the years, we have recruited major events that have attracted participants from across the U.S.
Beginning last summer, we have seen a change in where visiting families originate, and we are seeing some of those tournaments shortened. Whereas we used to have tremendous representation from states west of the Mississippi, we are seeing more visitors who are from the Eastern seaboard.
There now seems to be a much more concerted effort on local product development. The CVB has had much more time to work with our industry partners to create interesting and innovative products. Two new products that we have rolled out over the past six months are agritourism offerings, including an agritourism guide, and the development of a geocaching product.
We are getting a mostly mixed message about tourism in the southeast. What is your take? How are you reacting to it?
I think things are thawing out for us. I still think travelers see the Southeast generally as a safe region of the country in which to travel. I think they completely buy into the notion of “southern hospitality.”
Green Tourism: Here to stay or a passing fad? How is York County participating, if at all?
Some aspects of green tourism are here to stay. Some of our industry partners have begun to adopt “lifestyle” changes aimed at environmental sensitivity and sustainability of resources, but we haven’t worked together in a total collaborative effort. As a CVB, we are having more serious discussions about the leadership role we should play in elevating the dialogue about green tourism.
How do you measure success?
I measure success more by results than by process. When elected officials develop confidence in the organization, and that confidence visibly grows with each passing year, that is success.
The confidence in the organization is evident in a number of ways, including supporting budget requests with minimal friction. In 2007, our budget increased 73 percent because our County Council approved a hospitality tax (restaurant tax) in unincorporated areas of the county based on the case our CVB made that the funding would be a tremendous benefit to tourism for York County. We requested and were granted another 4 percent increase this fiscal year, based on the elected officials’ confidence in our ability to make a return on the investment they have approved.
Another measure of success is when tourism is no longer a second thought when it comes to having a seat at the table when community issues are discussed. We are included in discussions about economic development, human relations, community infrastructure needs and the like. The mayor of Rock Hill hosts a monthly roundtable breakfast, where community and organization leaders come together to talk about issues in the community, and the CVB is a member of that group.
Success is also when you no longer have to explain to key people in the community what your organization does. When people finally “get it.” that is a measure of success.What did you get out of STS Marketing College?
STS Marketing College was a wonderful introduction to the tourism industry and really enhanced my level of confidence to help me set my organization on a course with clear goals.
One of the most obvious outcomes is the networking and building of the sense of camaraderie that occurs at Marketing College. I had instant resources through my colleagues whom I felt comfortable calling on. I eventually gained my own “knowledge through experience” so I could reciprocate.
Another immense value for me was simply learning the lingo. The professors took great care to get us comfortable with the terms and to help us fully understand the tourism vernacular.
What would people be surprised to learn about you?
Maybe people would be surprised to know that I’m a speech ghostwriter. It is a holdover from my days working at Benedict College, where speechwriting was a key part of my responsibility as director of public relations. I have a small list of “clients” for whom I’ve written speeches for nearly 16 years. Surprisingly, the majority of these clients are women, and they speak to female audiences across the U.S., Japan and Africa. Some of the speeches I have written have been delivered before the United Nations and before various congressional committees and events.
You may reach Bennish Brown at bennishbrown@visityorkcounty.com.
For more information http://www.visityorkcounty.com/.