Tourism an important addition to Columbia economy

Columbia’s economic strength has historically been state government, the University of South Carolina and Fort Jackson. Through a decade-long regional strategy, we have added conventions and visitors as another important economic pillar for the region.

This regional strategy began when the community decided we had to build the infrastructure needed to bring in conventions and visitors. Our goal in 1999 was to build an arena for USC basketball and concerts, a convention center with a parking garage, and a convention center headquarters hotel. The convention center was built under budget, on time and with a record number of minority, female and small-business participation. It has exceeded expectations, as has the Colonial Center. The convention center and the Colonial Center are great projects that could only be done with all governments working together.

Since the convention center opened, all of our largest hotels have gone through extensive renovation. We have added a number of new hotels, including the Sheraton on Main Street, the Columbia Hilton and The Inn at USC. Additionally, more than 2,700 new hotel rooms are projected to be built in the region next year — a 26 percent increase.

According to The State’s Jeff Wilkinson, since the convention center opened in 2004, .the number of rooms has increased from 9,639 to a projected 13,028 in 2009. While hotel occupancy rates were down last year in Charleston and Myrtle Beach, the rates were steady in Columbia. Tom Sponseller, executive director of the Hospitality Association of South Carolina, called Columbia “the bright spot in the state.”

We are adding new attractions for visitors, such as the Three Rivers Greenway on both sides of the river, EdVenture, historic Bethel AME Church Museum and the new exhibitions at the Columbia Art Museum. We are also adding major new economic centers for conventions and visitors, such as Innovista and our hydrogen fuel cell district. The National Hydrogen Association will meet at the convention center this March and will be the largest convention ever for the center. Also, the community under the leadership of Ike McLease at the Chamber of Commerce worked hard during the last BRAC process in 2005 to increase the footprint of Fort Jackson. The city is working with Benedict College, Allen University, Columbia College and Midlands Tech to increase the number of attractions for visitors and conventions.

Our Convention and Visitors Bureau and Capital City/Lake Murray Country are working hard to promote our area. Quite frankly, we are behind our competitor cities in the amount we spend on marketing. This year the city changed the source of our marketing funding for the bureau to the accommodations tax, which should allow our marketing budget to grow as hotel tax revenues grow. One important part of marketing is the new Wayfinder signage that is being put up in downtown Columbia. This new coordinated sign system will cut down on the clutter of different signs and replace it with one coordinated system for visitors to follow.

Columbia is achieving long-held dreams. Innovista, our convention center and the revitalization of downtown are transforming our economy. All parts of Columbia are being revitalized, from Eau Claire, Farrow Road and Waverly to Five Points, Devine Street and Rosewood Drive. Our public debates are no longer about vacant department stores and missed opportunities but rather about the challenges of growth. Adding conventions and visitors to our economic strategy will create jobs and expand our economic base.

Mr. Coble is mayor of Columbia.