Florence County , South Carolina

Tourism assessment calls for Florence County to brand itself with ?Swamp Fox? image

Thursday, Jan 31, 2008 - 08:49 PM

Florence County has a chance to quadruple its tourism earnings through a branding campaign based on Revolutionary War figure Francis Marion — an estimated $35 million investment, according to a tourism assessment revealed Thursday.
Additional suggested attractions included a NASCAR simulator at the nearby Darlington Raceway and converting tobacco barns into “distinctive” lodging.
“Tourism is the sleeping giant in our economy,” said Ben Zeigler, chairman of the Florence County Tourism Study Committee.
Peter MacNulty of the Irish company Tourism Development International, which performed the tourism assessment, discussed ways to bring tourism dollars to the county Thursday at the Lake City Community Museum at the Bean Market.
One million people visited Florence County in 2005 and spent $200 million, which MacNulty said he hopes can quadruple within a decade.
The assessment touts the county’s culture and heritage.
“I call it a sense of place,” said Lake City native Darla Moore, vice president of Rainwater Inc. “Rather than our history condemning us, we can come together to celebrate.”
Florence County has a strategic location in the state, MacNulty said, but its marketing on Interstates 20 and 95 is inadequate.
Therefore, the assessment includes a proposal to brand the county as “Swamp Fox Country.” Projects would include the Swamp Fox Experience, east of Florence near Francis Marion University, which would offer an educational and entertainment experience.
Also included are a Francis Marion Center in Florence, a genealogical tracing facility and the Francis Marion Trail.
The image of the Swamp Fox will abound, MacNulty said.
“It will be in your face,” he said.
The trail from Marion County to Florence, Pamplico and Johnsonville will give mom-and-pop businesses a chance to link with a common branding initiative.
MacNulty also said the area has “too many” tourism organizations.
Of the eight organizations, he suggested combining the Florence Convention and Visitors Bureau with the Pee Dee Tourism Commission. In addition, he recommended establishing a tourism development committee, a public- and private-sector body to put the tourism plan into place.
Other proposals include:
n Re-enactments of auctions at the Lake City museum as well as a real-life market
n Lynches River boat trips
n “Eco lodges” near the Great Pee Dee River’s banks and in the treetops at Lynches River County Park
n Downtown revitalization in Florence and a “green path” connecting attractions throughout the city
n Better signage and welcome signs to make Florence’s gateway roads more attractive
n An improved visitors center
Lake City Mayor Lovith Anderson Jr. said he’s excited by the prospects and how the announcement of the results brought people from across the Pee Dee together Thursday night.
“That’s major,” he said. “I’m proud to see that.”
County council chairman Rusty Smith said it’s a viable project, although the cost will be high.
“I think that it’s a very worthwhile endeavor and something that requires very careful consideration,” he said.