CAYCE — A pot of money in the city's budget was supposed to be split among three organizations to promote tourism in the region.
But now, after a 3-1 vote by City Council on June 3, all $44,000 of the regional tourism awards will go to one agency — the Greater Cayce-West Columbia Chamber of Commerce.
Neither Mayor Elise Partin nor the other two agencies, Capital City/Lake Murray Country and Experience Columbia, were aware the change was coming. Both tourism organizations have had partnerships with the city for the last decade.
Capital City/Lake Murray Country President and CEO Miriam Atria said this loss of funding will directly impact her organization. Along with Experience Columbia, the two "are the leading tourism agencies in this region," she told The Post and Courier on June 4.
Partin was the only person who voted against the motion, which was proposed by District 4 Councilmember Phil Carter.
“In my heart, I just simply cannot ask these taxpayers to collect this money on our behalf and we say ‘thank you very much, but we’re going to send that money to Richland County," Carter said at the June 3 council meeting. "And we’re going to send that other part on the other side of the lake. It just does not sit well with me, and it’s wrong.”
The Accommodations Tax Committee, made up of Cayce citizens, had recommended the funds be split almost evenly between three different organizations.
In an interview with The Post and Courier, Partin called Carter's line of reasoning “nonsensical.”
“What you need are organizations that know how to send people to our city, to our small businesses, and to our hotels. That’s what accommodations tax money in, to get more people here, and that takes dedicated staff to do that,” Partin said.
She said the chamber currently doesn’t have any staff dedicated to tourism, only a volunteer committee.
The Greater Cayce West Columbia Chamber claims over 400 local businesses as members. It’s headed up by Mayor Pro Tem Tim James, who has served as president and CEO of the chamber since 2020.
James recused himself from the June 3 discussion and vote. Contacted by phone, Carter declined to comment for this story.
Local and national reach
Capital City/Lake Murray Country promotes Cayce daily, according to Atria.
They focus on both marketing at the local and national level. Locally, they invest in billboards, radio and television spots, and maintain an extensive calendar of events on their website.
Nationally, the organization's applications for the grant show they have placed ads in magazines like USA Today and Garden and Gun, as well as on the popular music streaming platform Spotify.
Atria said this loss of funding means they’ll pull Cayce from ads they run in the state tourism guide, but that ultimately they will continue to promote the city.
“They can make a decision to fund us or not fund us. We’re still going to do our job,” Atria said.
Her organization is responsible for promoting four counties: Richland, Saluda, Newberry and Lexington, which Cayce belongs to. She said the organization acts as a de-facto field office for the South Carolina Department of Parks, Recreation and Tourism.
Mayor Partin said she can’t blame Capital City/Lake Murray Country for that choice, but that she’s “appalled at our council for putting us in that position.”
Stretching the money
Bill Ellen, president of Experience Columbia, said he hadn’t been notified by the city of Cayce that they were planning on changing the grant awards. He said his organization has been receiving the awards for at least the last decade.
Ellen said the impact of Experience Columbia on tourism in places like Cayce has been “tremendous.”
“We’re able to give a much larger bang for investment buck than many sources will be able to, just because that’s what we’re totally focused on, it’s what we do every day,” Ellen said.
Experience Columbia advertises on popular travel websites like TripAdvisor and in lifestyle magazines like Southern Living and Garden and Gun.
Their application for the money clarifies that all money awarded by the city will be used specifically for City of Cayce promotions.
Partin said she supports the money going to both Experience Columbia and Capital City/Lake Murray Country because they are organizations solely dedicated to tourism, so they can stretch their money further.
“We need those dollars to bring people into the community, and I have no data that says we get that from the chamber,” Partin said. “I don’t have any of the data to say what kind of return on investment we’re getting.”