Tim Todd has spent the past 35 years as executive director of Discover Upcountry Carolina Association, a Greenville-based tourism-promotion agency for a six-county region in northwestern South Carolina.
A 1985 graduate of Clemson University with a degree in parks, recreation and tourism management, Todd previously served as promotions director for Wildwater Rafting, a whitewater-rafting outfitter on the Chattooga River in Long Creek. He subsequently served as recreation director for Keowee Key, a planned residential community in Salem.
His hobbies include playing golf, attending Clemson athletic events and exploring the outdoors.
Q&A with executive director of Discover Upcountry Carolina Association
Q. Has the massive influx of new residents to the region changed how the Discover Upcountry Carolina Association promotes this part of South Carolina?
A. Not really. Through market research we have conducted and by analyzing the metrics of our advertising and marketing campaigns, we continue to target potential visitors who live within a 500-mile radius of our area and are primarily looking for outdoor recreation and natural attractions.
Since there has been a lot of growth in the region during the past few years, we have done some marketing directed at new residents to encourage them to discover the many wonderful places that are now in their backyard.
Q. What role does conservation and protecting natural resources play in your ability to attract people to this area?
A. I believe it is critical for the long-term viability of the travel and tourism industry, as well as for the overall quality of life for the residents of the Upstate, to ensure that growth and development are balanced with the protection of the many natural and cultural resources we have.
The 13 wonderful state parks, U.S. Forest Service properties, the Jocassee Gorges, the Mountain Bridge Wilderness Area and similar resources are some of the most popular attractions in our region. If resources like these were to be endangered for any reason, visitors would be less likely to come for a vacation. Their loss, though, would be even more tragic for the residents who would no longer be able to enjoy these treasured resources.
Q. Does Cherokee Foothills National Scenic Byway (state Highway 11) still play a significant role in the region’s tourist economy? Is rapid development across the area a concern in terms of impacting iconic landmarks like state Highway 11 and the scenic mountains that highway traverses?
A. Yes, the byway is prominently featured in our marketing efforts, and it is used as a linear hub for the region. We regularly create content for our website and social media channels that connects the attractions, events and businesses along the byway corridor to show potential visitors the variety of things to see and do there. We also have a website specifically for promoting the byway — Scenic11.com.
While there has been a great deal of development along the byway during the past 15-20 years, I believe most of it has not been detrimental to the travel and tourism industry. There is always a concern, though, that overdevelopment or inappropriate development could occur and — I don’t like this cliché, but I can’t think of a better way to say it — “kill the goose that laid the golden egg.”
Q. Are there particular regional attractions or destinations that consistently end up high on visitors’ lists for places to go? Have those changed over your years with the association?
A. The topic that our office hears most on phone calls, on our social media channels, and through requests from our website is waterfalls. The Upcountry is fortunate to be home to over 100 waterfalls, and I have never heard or read a comment from anyone stating that they hated waterfalls! If the readers here are like everyone else, they should visit this website and begin exploring the wonderful waterfalls of the Upcountry — southcarolinawaterfalls.com.
Q. Can you suggest some places that even lifelong South Carolina residents might not know about but are worth a visit?
A. One thing that still surprises me when talking to folks who live in the area, whether it’s been for a year or 60 years, is that there are places located within an hour of where they live that they’ve never visited. Maybe not everyone is as curious as I am?
I think there are a lot of interesting places, activities, and events located in our six-county region to explore, and the best starting point to find out about them is to visit our website at upcountrysc.com.
