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Amid this forward progress, a new branding campaign was born, and officials revealed Tuesday what that entails. Starting in January, the facility will be called the “Florence Center,” and a new logo and color scheme will reflect that. The new slogan is “We’re at the Center of what’s happening.”

The new brand incorporates a “rivers, rail and roads” theme, to capture what makes this area special.

“This component is true to us, and we wanted to make sure what we’re promising is authentic to who we are,” said Barry Townsend, who designed the logo. “You have to make a promise you can keep. This idea of rivers, rails and roads is true to us and carries out authenticity.”

Becky Davenport – founder of Strategiz, a marketing company involved in the rebranding – said the goal with this rebrand was to get to the core of what the center is doing where it realistically wants to be: at the center.

“The mission the team developed is to deliver a unique experience that meets the diverse needs of our clients and creates an economic impact for our community,” she said. “Looking forward, the goal is to be truly be a destination for local, regional, national and even international events.”

Holly Beaumier, executive director of the Florence Convention and Visitors Bureau, said this expansion and rebranding will usher in a new, transformative era for Florence.

“There’s this connectivity that’s being carried out in the design and brand, but it’s also carried over to the team,” she said. “It’s very exciting to see this connectivity with this team and the community. We have the same goals of creating an impact through events, and I’m excited to see what the future holds.”

The forthcoming expansion will add 28,000 square feet to the center, which includes 8,000 square feet of subdividable space, 5,000 square feet of new kitchen space and 12,000 square feet of lobby and meeting room space. There will also be an additional outdoor pavilion and sitting area.

The grand opening tentatively is scheduled in mid-January.

SCNow Web Link – Florence Civic Center unveils new name, branding design 

“It’s all-around fun and a family atmosphere,” said Lasheena Douglas. “Everyone can take something out of it.”

Douglas is a regular attendee at the Pecan Festival.

“It’s positive to see a variety of people come together, sharing fun and experiencing different activities and foods,” Douglas said.

For Kathy Ham, sharing her culinary talent has consistently drawn her out to the festival. This was her 14th year participating in the cooking competition, and she won three awards for her pecan dishes, including the overall award from Duke’s Mayonnaise.

“I take this contest very seriously, and I try to choose unique recipes with great presentations,” Ham said. “I very much appreciate the people who sponsor this contest and am grateful for the work they do.”

Duke’s Mayonnaise sponsored the cooking competition as it concluded a 100th anniversary tour at the Pecan Festival.

Musicians and dancers performed on stages throughout downtown, offering attendees a constant stream of entertainment. Beach music, jazz, blues, country and gospel were just some of the music genres represented at the festival.

Young performers gained confidence as they shared their talents with a large crowd. While Trinity Stewart has performed at other festivals with Extreme Cheer and Tumble, this was the teen’s first time taking the stage at the Pecan Festival.

“It’s enjoyable to see everyone’s reactions,” Stewart said. “All the little kids adore you.”

Visiting vendors joined with local vendors to offer more than 250 food and craft booths.

For Julia Hill-Montgomery, the dedicated attendees always make it worth the trip from Easley to sell her handmade soaps and crocheted items at the Pecan Festival.

“I love the crowds,” Hill-Montgomery said. “They come out rain or shine. I didn’t know Florence had so much to do.”

Smiles were wide as children played games, bounced on inflatables, carried balloon creations and met super heroes in the Kids Fun Zone. Activities were at no expense to parents’ pockets, another feature that Lasheena Douglas said keeps her coming back to the festival and bringing her daughter.

A new STEM Zone was adjacent to the Kids Fun Zone, offering more free activities from leaders in science, technology, engineering and math.

Jim Frederick, a professor at Clemson University, oversaw the construction and flight of paper airplanes. Through Clemson’s “Nature of Flight”-themed activities, Frederick said leaders wanted to engage students in intellectual conversations.

“It challenges them to see the science and math behind these fun challenges,” Frederick said.

The Pecan Festival has been held on the first Saturday of November each year since its inception in 2003.

SCNow Web Article – Pecan Festival offered something for everyone