The South Carolina State House in Columbia. (Photo by Columbia Metro Convention Visitors Bureau)
They come from north, south, east and west, which is only fitting when you consider that the state capital city of Columbia sits squarely in the center of South Carolina. And while location is everything, it’s not everything.
In addition to serving as the state capital, Columbia is also home of the University of South Carolina, both huge magnets for the Southern city.
“We are centrally located and easy to get to, but obviously it takes more than location. We have some gorgeous venues, some great rivers, the zoo, adventure and lots of night life going on,” said South Carolina State Fairgrounds Assistant General Manager Nancy Smith in her best CVB pitch. “We’re really growing, plus we have a little thing called football that’s played around here from time to time.”
The football reference, of course, is to USC’s Gamecocks, which in fact had a homecoming game on the last Saturday during the 2014 fair’s Oct. 8-19 run.
The South Carolina State Fair (not to be confused with the Columbia Fair) has run since 1869, and in its current location since 1904, and this year celebrates its 145th birthday with a theme of Finding Your Happy: The Pink Fair, celebrating survivors of breast cancer.
“This was an opportunity for us to sow some seeds of hope and happiness as we try to bring awareness to breast cancer,” Smith said.
Pink was the theme color and was prevalent throughout the grounds, including a resource tent manned by the fair’s hospital partners and a Walk For Life held during the fair. Guests who wore their pink Walk For Life T-shirts gained free admission the last two days of the fair. The fair wrapped with its second highest attendance ever — 473,359.
The fair’s theme is but one example that reveals Columbia as a city with a big heart. As vice president and general manager of the 10-year-old Columbia Metropolitan Convention Center, Mack Stone understands the importance of not only getting people to experience the warmth of Columbia for the first time, but to keep them coming back.
“Being both a capital city and a university town, we are fortunate to have a spectrum of incredibly expansive and diverse offerings, including a vibrant downtown bursting with a variety of restaurants, bars, shopping opportunities and art galleries,” Stone said.
Expanding Reach
Three major interstates transect the region and provide easy access to the Columbia Metropolitan Airport. The 142,500-square-foot convention center opened its doors Sept. 21, 2004 and can comfortably and safely fit 4,710 guests theatre-style in its 15 fully customizable meeting rooms, including a 17,135-sq.-ft. ballroom and a 24,700-sq.-ft., column-free exhibit hall. Situated in the heart of the Congaree Vista, the convention center is within walking distance of 45 bars and restaurants, making it easy for convention attendees to get out and explore the area.
Stone said that the venue booked mostly local events its first couple of years as it secured its footing in the community. The first large event, the National Hydrogen Association 2009 National Conference, was booked through the University of South Carolina and attracted international attendees. Now, 40 to 60 percent of the business held is local with a definite progression from local, regional and statewide events to national and international.
Multivenue Events
Columbia is also a city where there is strong collaboration among the public assembly venues. Like any place, venues compete for destination dollars, but understand the end goal is always to bring people to the city to sample all Columbia has to offer and increase the city’s economic impact.
“We collaborate with several local venues for large or multiday events that either require the use of more than one location or wish to provide a change of scenery for the guests,” Stone said.
The Miss South Carolina Pageant broadcasts from Township Auditorium, but CMCC is the venue of choice for the pageant’s annual gala. The Lexington Tennis Complex uses the convention center for an off-site reception during the USTA Junior Team Sectionals.
New Growth
Colonial Life Arena, managed by Global Spectrum, opened in November and, as the crown jewel of the University of South Carolina, has a seating capacity of nearly 18,000 for basketball and up to 19,000 for other events. The arena features 41 suites, four Entertainment Suites and the Frank McGuire Club, a full-service hospitality room.
“Since our opening in 2002, the arena alone has generated $4 million in admissions and business license taxes that has been directly reinvested into the local community,” said GM Lexie Boone.
Boone said that the music scene is exploding, and attributes that to a changing culture and with credit to some of Columbia’s local and national promoters who have played a major role.
Challenges in the venue’s daily operations include educating people in the industry on the change in culture in Columbia.
“We’re here living it, seeing it, breathing it,” he said. “But we have to get the word out to those that, in some cases, are thousands of miles away that are routing these tours, and let them know what’s happening. The only way to prove it is to take advantage of every opportunity to book shows and then sell tickets.”
While acknowledging it is not quite as quotable, Boone called on a line from Field of Dreams.
“In the movie, Ray heard a voice telling him, ‘If you build it, they will come,’” he said. “But we’re not playing baseball in cornfields. If you build it, book it, market it, then sell tickets and service your customers, they will come, and hopefully keep coming back.”
Interviewed for this story: Lexie Boone, (803) 576-9050; Nancy Smith, (803) 799-3387; Mack Stone, (800) 264-4884