ISLE OF PALMS, S.C. (WCBD) — The City of Isle of Palms is working on an initiative to rebrand the city to strengthen its identity and attract a certain type of visitor.
The city is in the process of searching for a marketing firm to lead a comprehensive branding project, complete with a new look that will be consistent across the city.
“I think rebranding needs to be something that makes us unique, helps us set apart from other beach communities,” said Isle of Palms City Councilmember Rusty Streetman.
Isle of Palms’ goal is also to attract visitors that ‘align with the character of the community, such as families and corporate retreats, rather than more disruptive forms of tourism.’
“Isle of Palms is a very friendly family destination. I’ve been here 42 years. I’ve raised my children here, I’ve raised my grandchildren,” said Streetman. “What we’re looking for them to do in my mind is refine what we already have in place.”
The project is expected to cost $50,000 and be funded entirely through the state accommodations tax. This means all visitor dollars pay for the branding initiative, not residents. South Carolina law requires that 30% of revenue must be spent on the promotion of tourism.
However, some residents feel the initiative is unnecessary for the island.
“We have daytrippers, we have vacationers, we have all types of different types of people out here on the island,” said Ryan Buckhannon, a resident on Isle of Palms. “It’s just they don’t need to spend the money to rebrand. It is a family-friendly island. It is getting friendlier every day. Spending money on it, I think it’s a waste.
Buckhannon said he’d rather the money go to other tourism initiatives
“I would rather it be spent on promoting local businesses and tours and bringing people to the island to support our businesses that struggle in the off season and stuff like that, instead of trying just to bring a certain clientele to this island.”
Isle of Palms council has gotten support from its chamber of commerce for the plan.
Councilman Rusty Streetman says his goal is to involve the public as much as possible in the initiative.
“What’s important for me is we want this to be very much inclusive to the point that we have a lot of input from our citizens and any other stakeholders, property owners that have a vested interest in this island,” said Streetman. “So that we make sure that we’re hitting all the things in a rebranding effort that, you know, make us truly unique and to help us become an even better place and a better family-friendly destination.”
The city council will vote on the initiative later this month and select a firm to work with local leaders on branding.