The gamecock. (Columbia, S.C.) 1908-2006, March 18, 1987, Page 3, Image 3
'* Money
Wednesday, March 18, 1987 J 3
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$2.2 million effort to locate Columbia on map
Chamfc
? By CANDY M. BARR
When the Greater Columbia
Chamber of Commerce collected
national research on the country'?
opinion of Columbia, they
found there was no opinion, said
a chamber spokeswoman.
To helD the citv become hetter
known and attract businesses, the
chamber has created a campaign
theme, "Columbia: Where the
Future Is Coming To."
"We found out that we don't
^ have a bad image; we don't have
a good image; we have no image,"
the chamber's Communications
Director Rebecca
Hill said.
When people on the west coast
were asked to name a city in the
Southeast, only five percent named
Columbia.
"When asked what people
thought about Columbia, there
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didn't know about it.
"Most of the time they didn't
^ know it was the state capital,"
Hill said, but added some knew
the University of South Carolina
was located there.
Hill said they also found people
thought Hilton Head was in
Georgia and people were not sure
if Charlotte was in North or
South Carolina.
Hill said the research told them
they "had a long way to go
because we're not well known."
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The second point discovered by
the chamber was that businesses
were looking for "emerging" or
"future-oriented" cities when
determining where to relocate or
expand their companies.
"All of the people who study
these types of things (city
development) said that Columbia
is one of the top 20 growth areas
for the 1980s," Hill said, adding
Columbia was one of the 16
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employment in the '80s.
"The university and the
highway system are the two top
assets" in promoting Columbia,
Hill said. Only four cities in the
country have more interstate
highways intersections than
Columbia.
Hill said the research also
revealed that although businesses
looked for tangible points such as
an easily accessible highway
system and a willing work force,
a major determining factor was
intangibles such as how people
felt about the business and how
they felt about Columbia.
"This is the deal maker many
times, that if people just feel
good about the community,"
Hill said.
Forty-five top Columbia
business leaders visited Columbus,
Ohio, last year to study
development in an inner-citv
project.
Columbus was chosen because
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it was similar to Columbia. It has
a major university, major riverfront
development and
downtown revitalization.
"They even have their correctional
institutional sitting right
on the river, right slap dab in the
middle of downtown," said Hill.
Hill said that "everybody"
knew about Columbus, Ohio.
"It's like everybody read from
the same script," Hill said.
Hill said the chamber realized,
in addition to the external campaign
to bring in businesses, a
program was needed to educate
and restore pride in the community,
which is the focus of the
second theme "We're Growing
Proud."
In the external campaign, a
full-page, four-color ad resembling
a movie promotion poster
began running in this month's
editions of business and industrial
magazines.
Next month, the chamber
plans to send direct mailings of a
reproduction of the poster to the
heads of companies in industries
*- .. .
mrti itscmen prcaictcci would
work well in Columbia.
Hill said the Greater Columbia
Chamber of Commerce, which
represents Richland, Lexington,
and Fairfield counties, took on
the responsibility for economic
development for the area about
18 months ago from a threeperson
economic development
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commission, mainly funded by
the city and county governments.
"We decided, to really be competitve
to the business community,
the private sector needed to
fund this project," Hill said.
Hill said the chamhrr
already raised $2.2 million in the
second year of the four-year
effort.
The chamber's goals arc to bring
in 20,000 new jobs to Columbia
over the four-year period
twice that of the previous fouryear
period and to heighten
the awareness to the business
decision makers.
The internal campaign consists
of eight outreach programs to involve
the community in showing
pride in Columbia.
Some of the promotions include
a Mystery Quest, with
chamber members posing as out
oi-iown visitors and asking
hospitality and servicc industry
employees questions about the
area. Each week, an employee of
the week will be announced.
The High School Spirit Competition,
will have area high
school cheerleaders create a
"We're Growing Proud" cheer
to be performed during Mayfcst.
The College Beautification
Challenge, where the nine institutions
of higher learning in Columbia
will compete to see who
can clean up the largest area.
Hill said just getting the
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plan to
outreach programs into placc has
involved 200 community
volunteers. By the end of the promotions,
May 10, Hill estimates
at least 10,000 people will be
involved.
"The campaign cannot end
after Mayfcst, it's up to
everybody Carolina students,
waiters and waitresses, cab
[Columbia offers
The Oreater Columbia
Chamber of Commerce com*
piled these facts about
Columbia:
Until Egypt built the
Aswan Dam, the largest earthen
dam in the world was the
Lake Murray Dam.
Oreater Columbia's Columbia
Mall is the largest shopping
mall in the state.
Oreater Columbia's median
family income is the
highest in the Carolinas and
second only to Atlanta in the
region.
The Greater Columbia
airport has more daily arrivals
and departures than any airport
in the state.
No private bus company
in any U.S. city has a lower
fare than Greater Columbia.
The Riverbanks Zoo has
one of the world's largest collections
of endangered species.
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sell city
drivers, on up to chicf executives
to say we're going to keep
talking about ourselves, learning
about ourselves and keep reminding
ourselves what a great area
this is.
"Many times people just take
the place they live for granted,"
Hill said.
bragging rights
There are a total of
35,500 students in the nine in
stitutions of higher learning in
Greater Columbia.
Greater Columbia is in
the top 50 cities in the number
of health care employees.
Recently, USC produced
both a Heisman Trophy winner
and a Rhodes Scholar in
the same year.
Greater Columbia has the
second lowest building cost in
the nation.
Greater Columbia ranks
third in the country in
economic well-being for
minorities.
Greater Columbia
libraries have the highest circulation
in the state at 5.6
books per person each year.
The computer ranked
highest in Europe was designed
and is built in Columbia.
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