Earlier this year, the City of Isle of Palms issued a request for proposals (RFP) seeking a marketing firm to lead a comprehensive branding initiative for the community.
The response exceeded expectations, with more than 30 firms from across the United States and abroad submitting proposals.
Following presentations and evaluations, the Accommodations Tax Advisory Committee (ATAX) voted Wednesday, July 8, to recommend two marketing firms. City Council will consider the committee's recommendations and make a final selection later this month.
How is this initiative funded?
This project is funded entirely through tourism marketing dollars provided by the Charleston Area Convention & Visitors Bureau (Explore Charleston). These funds come from the state accommodations tax paid by visitors staying on the Isle of Palms.
Under South Carolina law, 30% of state accommodations tax revenue must be spent on the promotion of tourism. The city contributes 30% of its state accommodations tax collections to Explore Charleston, which then provides funding for destination marketing initiatives like this one.
A common misconception is that these funds could instead be used for other city priorities. They cannot. State law restricts how accommodations tax revenue may be spent, and these tourism marketing funds are legally dedicated to tourism-related purposes.
What is the goal of the branding initiative?
In alignment with the city's Strategic Plan, the goal of this initiative is not simply to attract more visitors, but rather to strengthen the Isle of Palms' identity and better communicate who the community is and the types of visitors it hopes to attract.
The branding strategy will focus on positioning the Isle of Palms as a premier beach destination, encouraging visitors who align with the character of the community, such as families and corporate retreats, rather than more disruptive forms of tourism.
The project also will establish a cohesive visual identity for the city, including updated branding standards, color palettes, typography, logos and design guidelines.
These standards will create a consistent, professional appearance across city communications, signage, vehicles, presentations, websites, social media and other public-facing materials.
If approved by City Council later this month, the selected firm will work with stakeholders and city leaders to identify what makes the Isle of Palms unique and develop a brand that distinguishes the community from other coastal destinations.
The city will continue to share updates as the project moves forward.