COLUMBIA, S.C. — Tourism leaders from across the Midlands gathered Aug. 27 for the Capital City/Lake Murray Country Regional Tourism Board’s annual meeting, celebrating another year of growth while looking ahead to the 100th anniversary of Lake Murray in 2027.
The annual meeting brought together tourism partners, community leaders, stakeholders and representatives from the tourism industry to recognize achievements from the past year, honor outstanding partners and volunteers, and outline priorities for the coming year.
Executive Director Vickie Davis opened the evening, followed by Board Chair Jan Jernigan, who conducted the organization’s official business. The meeting also recognized the CCLMC staff, Board of Directors, tourism partners and sponsors for their contributions to tourism throughout Lexington, Richland, Newberry and Saluda counties.
Tourism highlights
During fiscal year 2025-26, CCLMC continued efforts to increase awareness of the region, attract visitors, encourage overnight stays and generate economic activity.
Major League Fishing and the Bassmaster Elite Series continued to attract anglers, families and media attention to the area, helping strengthen Lake Murray’s reputation as a premier fishing destination.
The annual Taste of Lake Murray raised approximately $140,000 for the Lake Murray Independence Day Celebration while highlighting restaurants and businesses from throughout the region. The Independence Day Celebration also continued its tradition of bringing fireworks to Lake Murray for residents and visitors to enjoy from both land and water.
CCLMC promoted the region through digital advertising, public relations, social media, travel media, its annual Visitor Guide, regional map and website.
The CCLMC Visitor Center also continued to welcome visitors and connect them with attractions, restaurants, events and communities throughout the four-county region.
Tourism officials said the region continues to offer opportunities ranging from Revolutionary War history and water recreation to arts and culture, outdoor recreation, agritourism and major destination investments.
Four counties, one destination
The annual meeting also highlighted CCLMC’s effort to promote the four-county region as a single destination.
A series of regional tourism videos featured communities and attractions in Saluda, Lexington, Columbia, Newberry and Richland counties.
The videos showcased Revolutionary War history and outdoor recreation in Saluda, rivers and water activities in Lexington, Finlay Park and the BullStreet District in Columbia, the Newberry Opera House and downtown revitalization in Newberry, and Congaree National Park and agritourism opportunities in Richland.
The goal is to encourage visitors to experience multiple communities during a single trip rather than viewing the region as a collection of separate destinations.
Annual awards recognize tourism partners
CCLMC recognized three partners for their contributions during the past year.
Volunteer of the Year was awarded to Nancy Girardeau.
Partner of the Year was awarded to Solara Hospitality, LLC.
Media Partner of the Year was awarded to Midlands Media Group.
The organization also recognized outgoing Board members Buddy Jennings and Ryan Wingard for their service. Jernigan was recognized for her leadership as Board Chair during the past two years.
Jernigan will remain on the Board and will serve as co-chair of the Lake Murray 100th Anniversary efforts.
During the official business portion of the meeting, members elected Norm Agnew, Todd Bedenbaugh and Andre Fontana to the Board of Directors. Andrew Baumgartner was re-elected to another term.
Lake Murray centennial approaching
Much of the organization’s focus for the coming year will center on the 100th anniversary of Lake Murray in 2027.
CCLMC’s priorities for fiscal year 2026-27 include increasing visitation, overnight stays and visitor spending throughout the four-county destination.
Key objectives include marketing Capital City/Lake Murray Country as one unified destination, creating additional reasons for visitors to stay longer and using the Lake Murray Centennial to increase awareness and visitation.
Centennial initiatives are expected to include historical programs, community events, commemorative products, digital storytelling and signature celebrations.
Attendees at the annual meeting also participated in the development of a special Lake Murray Centennial beer. Guests sampled brews from Savage Craft Ale Works and provided feedback that will help determine the style of a commemorative beer for the 2027 celebration.
The evening also included a preview of the upcoming Capital City/Lake Murray Country 100th Anniversary Visitor Guide. The guide will feature original artwork by local artist Michael Geddings. Its commemorative cover celebrates Lake Murray’s history and character while highlighting the communities and experiences that make the region a destination.
Catering was provided by Chef Brian Nelson of Keg Cowboy in Lexington, showcasing local culinary talent and hospitality.
“Lake Murray’s centennial gives our entire region an incredible opportunity to celebrate where we have been while looking toward where we are going,” Davis said. “The success of Capital City/Lake Murray Country is built on collaboration. Together, our four counties offer visitors a destination filled with history, outdoor adventure, culture, food, events and experiences — and the next chapter is full of possibilities.”
CCLMC officials said the organization will continue working with tourism partners, communities and businesses to strengthen the region as a premier destination and generate economic impact throughout Lexington, Richland, Newberry and Saluda counties.
