by Erin C. Perkins

Heartland Publications

The Tourism Partnership of Surry County continued its quest to find the perfect way to brand Surry County’s blend of culture, pace of life and activities to encourage tourism growth yesterday.

The group met to continue a 12-week planning process of designing a brand and marketing campaign that encompasses Surry County and its four municipalities Dobson, Elkin, Mount Airy and Pilot Mountain with the help of Clemmons-based branding company MadCat.

The organization kicked off its planning session earlier this month and followed up Tuesday evening at Grassy Creek Vineyards in Elkin, with a another three-hour brainstorming session designed to help it determine a position statement.

The position statement serves as the foundation for marketing Surry County and includes a strategic map that demonstrates Surry County’s competitive position versus contiguous areas.

The group agreed to combine the idea of Surry County being a “Southern Mosaic,” which represents a rich blend of Southern pleasures; and “The Heart of the Yadkin Valley,” which would represent a mindful and sophisticated gateway.

Board member Joe Walker said using the “Southern Mosaic” position is the foundation needed to encompass what Surry County is, and where it is headed.

“The Yadkin Valley is our future, and Mayberry is our past,” he said. “We need a strong emphasis on Yadkin and an added emphasis on Mayberry that would blend them together.”

MadCat representatives Scott Rhodes, Melanie Barbee and Doug Shouse also provided research data that explores the tourism attractions of Surry County and surrounding areas and how those attractions are similar or differ to those in places such as Asheville and Floyd, Va. The data displayed similarities and differences in how the Western North Carolina and Southern Virginia advertises themselves.

Similar advertising “hooks” included proximity, outdoor activities, adventure, while culture and arts, special attractions, food and wine, and friendliness were rarely mentioned.

In response to the data, MadCat representative Doug Shouse said it is better for Surry County to have a few great and unique qualities that draw people rather than several things that can be found in several other areas.

Board members seemed to agree and said it is important to attract people who want to spend money, while still maintaining a down-to-earth appeal and southern hospitality.

“We don’t want to be seen as cheap or elitist, but we want people know we’re good folk and we want you to spend your money,” said Valerie Oberle, the chair of the partnership.

Board member Laurette Leagon of Elkin said she believes that wine is a huge attraction that will “hook” visitors, while Jessica Icenhour, the vice chair of the partnership, said promoting festivals will also draw large crowds.

“We have a lot of special attractions and lots of different festivals,” she said. “There’s the bike fest coming up, we have Mayberry Days and the Autumn Leaves Festival.”

MadCat representative Scott Rhodes agreed with Icenhour and added that it will work well for the area’s targeted demographic, which includes “Baby Boomers” who are looking for leisure trips and “The Creative Class” who want to take advantage of the culture and art activities.

The MadCat representatives said the next step at their meeting next month will be to return with a revised position statement that includes both concepts, “Southern Mosaic” and “The Heart of the Yadkin Valley.”

Erin C. Perkins is a reporter with the Mount Airy News. Contact her at eperkins@mtairynews.com, or call 719-1952.