What does it mean to be involved in the Carolinas’ group and tourism scene? From motorsports to the culinary arts, five professionals with diverse connections to the visitor frontline reveal a common commitment to ambassadorship, community and exceptional hospitality.
Merritt McNeely, Director of Marketing,
South Carolina State Museum, Columbia, S.C.
How would you describe Columbia’s essential appeal for groups?
Authenticity. While many communities are having to reinvent this concept, one of Columbia’s best kept secrets is its long history of celebrating and supporting what makes it as a city and people unique and authentic.
With three diverse hospitality districts, each with a distinct personality, Columbia also often surprises visitors with an array of cultural attractions and unique experiences that one would expect to find in a much larger city. Plus, great hotels, walkability, nightlife, shopping and outdoor recreation.
What are some favorite personal places or experiences you would recommend for groups?
Bringing world-class culture to our area via a rotating schedule of international art exhibits, the Columbia Museum of Art is one of the finest art museums in the South, offering programming that appeals to all ages and interests.
Near and dear to my heart as well as to most people who attended the University of South Carolina is the Five Points district. With 125-plus locally owned businesses providing that “home-grown” authenticity, this historic district is ideal for groups with its shopping, nightlife, dining and other local options.
Located in an old warehouse district that is home to many artists who contribute to the fabric of Columbia’s thriving arts community, The Vista is one of only two nationally recognized “cultural districts” in the state. Offering over 90 bars and restaurants to visit while you stroll from gallery to gallery, The Vista truly has something for everyone.
How can groups utilize the South Carolina State Museum?
From four floors of permanent galleries to flexible meeting spaces, the State Museum is a leading location for groups of all sizes. Celebrating South Carolina art, history, natural history, science and technology, our exhibits showcase what makes this state so remarkable. Spaces include a 55-foot digital dome planetarium, public observatory and 4-D theater, all added in 2014, while our Group Visits department eases the venue-selection booking process, special packages included.
Jennifer Parsley, Owner/Operator & Chief Experience Officer,
AIM (Adventures in Motorsports) Tours, Concord, N.C.
What is AIM Tours, and how are you connected to the Cabarrus County racing community?
Coming from the motorsports world, my father, Roger Haas, created AIM Tours in 2001 as a receptive tour operator/step-on-guide service. We were ahead of our time in offering “experiential tours,” following his founding principle of “experiencing the difference” in what you see and do, and how you feel when you leave. Staying true to our roots ever since, we remain committed to our local partners. From large venues to small wineries, we walk alongside them to tell the area’s story.
Born and raised in Cabarrus County, I consider myself an ambassador to all of our visitors, including chairing the Cabarrus County Tourism Authority. Growing up in the NASCAR industry and a home where relationships were valued, this “job” is the perfect mix of the two.
How does Cabarrus County’s racing story contribute to the destination’s group market appeal?
Racing is our history and foundation of our community. From NASCAR to the NHRA (National Hot Rod Association) to dirt racing, no other place features this excitement in one location. Interestingly, some planners hesitate to book an entire day of race-related activities for their clients. That’s when we go into action, using motorsports not necessarily as the program’s main driver, but as its underlying theme.
After learning a group’s dynamics and goals, we tailor a racing theme for their meeting or event. For example, we can go the technical route with an engineering group. With business leaders, it can be sponsorship dollars and relationship-building, or for international groups new to racing, a “101” primer on the sport. Racing’s broad range of related attractions allows us to design the message for any group.
What racing-related programs do you offer?
Each itinerary is unique, based on the group’s dynamics, desires and timeframe. Specific elements can include lunches and dinners with celebrity appearances; guided tours and behind-the-scenes experiences; and, of course, driving a 600HP NASCAR race car at up to 160 mph around the Charlotte Motor Speedway. All these possibilities make Cabarrus County the place to be when the “need for speed” happens!
Sara Cromwell, Assistant Director,
Museum of Anthropology at Wake Forest University, and
President of the Association of Visitor Attractions (AVA) of Forsyth County, N.C.
What is the AVA?
The nonprofit AVA promotes and advances cultural, heritage and recreational tourism to Forsyth County through joint marketing and collaborative programs with our 10 current member organizations, which span attractions from historic sites and art galleries to science museums and parks. As president, I facilitate networking and idea exchange among our members, including liaising with Visit Winston-Salem to communicate tourism industry news and opportunities.
PageBreakIn your view, what strengths do Winston-Salem and Forsyth County offer as a group market destination?
With a vibrant and walkable downtown and unique heritage, cultural and artistic offerings throughout the community, Winston-Salem truly has something for everyone. Set within an intriguing mix of historic and new buildings, downtown’s restaurants, shops, galleries and nightlife are ideal for groups. As illustrated by the city’s multimillion-dollar investment in renovating the Benton Convention Center, there’s also community-wide dedication to making visitors feel valued and welcome.
What off-agenda experiences would you recommend for groups?
Along with our bigger attractions, we have smaller gems that welcome groups. My own Museum of Anthropology on Wake Forest University campus invites visitors to experience global cultures through immersive exhibits on such topics as Gullah art and culture and the Mexican celebration of the Day of the Dead.
Just outside of the city in Kernersville, Korner’s Folly is a unique Victorian-era house museum with 22 rooms spread across three stories and seven levels. Originally home and showcase for interior and furniture designer Jule Korner, it’s an architectural wonder well worth seeing.
Showcasing members’ work, Piedmont Craftsmen is a fine-craft guild with a shop and gallery in the Downtown Arts District, ideal for gifts and Winston-Salem mementos.
Ashley Christensen, Chef + Proprietor,
AC Restaurants, Raleigh, N.C., and 2014 James Beard winner for Best Chef: Southeast
With your focus on fostering community through food, philanthropy and downtown revival, how have you contributed to the evolution of Raleigh’s dining scene?
In part, it was as simple as sticking around. Like most young cooks hungry for the epicenter of the food world, I thought about leaving for San Francisco or New York. Loving Raleigh, though, I decided to make the city its own epicenter.
As it happened at the time, other local creatives were feeling the same way, and things just started to happen as we connected and shared our ideas and dreams.
How would you characterize the Triangle’s culinary appeal today?
As a chef, I can’t imagine a better place than the Triangle. Surrounded by thriving agricultural communities and with the coast just two hours away, food has always been important to this area—the produce and seafood we get to cook with is insane. My greatest source of pride and excitement, though, is the local restaurant industry’s shared embrace of community. The opportunity to influence, shape and strengthen this place we call home gives this work so much meaning, and is a personal responsibility and gift we all take seriously.
How can groups experience this gift?
While always welcoming visitors to our little slice of Raleigh, accommodating larger gatherings was challenging at some of our smaller restaurants, so in 2015 we opened Bridge Club for private events. We styled the space like a hip downtown loft apartment, with menus designed to reflect my love of special occasions. Featuring an open demo kitchen, the second floor is great for cocktail parties, tastings and dinners for up to 40 people, with space on the third floor for dinner parties for up to 100 people.
Michael Frits, General Manager,
DoubleTree Resort by Hilton Myrtle Beach Oceanfront, Myrtle Beach, S.C.
Given the nearly 70-year legacy of the former Springmaid Resort, what are some of the expectations and excitement around its relaunch as the DoubleTree Resort by Hilton Myrtle Beach Oceanfront?
For generations, this iconic Myrtle Beach fixture has welcomed guests seeking relaxation and enjoyment. Accordingly, we wanted to preserve its historical significance while introducing new amenities and offerings that would enhance the guest experience. I think we’ve done that quite well—with ocean views greeting guests as they register in the new Main Building’s lobby, the sense of arrival alone is amazing.
How is the new property geared for meetings and events?
We offer 35,000 square feet of flexible indoor meeting space at the largest oceanfront conference center in Myrtle Beach, which has been enhanced with new decor, carpet, paint and wall treatments. The Main Building also introduces new upper level indoor and outdoor space, accommodating up to 200 guests for private receptions. The Ocean Terrace, indoor space and private dining room are ideal for private events.
What other amenities and resources do you offer planners and groups?
Situated on a quarter-mile stretch of Atlantic shoreline, the resort can coordinate a number of beach and water activities, as well as fishing off the Springmaid Pier and lawn games on our expansive green space. Groups can tee-up at 100-plus nearby golf courses, or at our 18-hole miniature golf course on property.
