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This week, four South Carolina businesses announced expansions solidifying our statewide journey of economic expansion and job growth

Here are the details:

Hoffman & Hoffman expanding Lexington County operations

$8.5 million investment will create 60 new jobs

COLUMBIA, S.C. – Hoffman & Hoffman, a leader in heating, ventilation and air conditioning (HVAC) solutions, today announced it is expanding its operations in Lexington County. The company’s $8.5 million investment will create 60 new jobs.

Headquartered in North Carolina, Hoffman & Hoffman delivers high-efficiency commercial HVAC equipment, innovative building controls, expert mechanical services and specialized hydronic systems. The company operates 15 facilities and serves customers across multiple industries throughout the Southeast.

Hoffman & Hoffman’s new facility, located at 1 Southern Court in West Columbia, will allow it to consolidate its existing Lexington County offices and grow its operations in South Carolina.

Hoffman & Hoffman expects to transition into its new facility in the second quarter of 2026. Individuals interested in joining the Hoffman & Hoffman team should visit the company’s careers page.

QUOTES

“Our growth in South Carolina is a direct reflection of the customers who trust us to solve their most complex HVAC challenges. We’re honored to deepen our commitment to this market.” -Hoffman & Hoffman CEO Jim Bingham

“Hoffman & Hoffman joins the many companies that have discovered South Carolina is a great place to do business and expanded their presence here. We are grateful for Hoffman & Hoffman’s commitment to creating opportunities for South Carolinians and look forward to the company’s continued success in Lexington County and beyond.” -Gov. Henry McMaster

“Hoffman & Hoffman’s expansion is a testament to the thriving business environment we have created throughout South Carolina. We welcome this additional investment and the 60 new opportunities it will bring to the Midlands. Congratulations to Hoffman & Hoffman and Lexington County.” -Secretary of Commerce Harry M. Lightsey III 
 
“Hoffman & Hoffman’s decision to grow here in Lexington County speaks volumes about the strength of our workforce and the confidence companies have in this community. Their expansion not only brings new jobs, but it reinforces the momentum we’re seeing across our industrial sector. Hoffman & Hoffman has long been a trusted partner across the Southeast and here in Lexington County, and we are proud to support their continued growth and the impact they will make right here at home.”  -Lexington County Council Chairman M. Todd Cullum

“When a company chooses to reinvest in its existing operations, it’s one of the greatest endorsements our region can receive. Hoffman & Hoffman’s $8.5 million investment and 60 new jobs in Lexington underscore the strength of our business climate and the long-term success companies achieve here. Congratulations to Hoffman & Hoffman on this milestone! We look forward to supporting your continued growth in the central region of South Carolina.” -Central SC Alliance Chairman Tushar Chikhliker

FIVE FAST FACTS

• Hoffman & Hoffman is expanding its operations in Lexington County.
• The company’s $8.5 million investment will create 60 new jobs.
• Hoffman & Hoffman is a leader in heating, ventilation and air conditioning (HVAC) solutions.
• The company’s new facility will be located at 1 Southern Court in West Columbia, S.C.
• Individuals interested in joining the Hoffman & Hoffman team should visit the company’s careers page.

AVANTech, LLC expands Richland County operations

$3.7 million investment will create 65 new jobs

COLUMBIA, S.C. – AVANTech, LLC (AVANTech), a design, engineering, and Nuclear Quality Assurance-1 (NQA-1) fabrication partner delivering advanced processing solutions and build-to-print products, today announced it is expanding its operations in Richland County. The company’s $3.7 million investment will create 65 new jobs.

Founded in 1999, AVANTech is an industry leader in the design, engineering and manufacturing of customer process systems and integrated solutions for the nuclear, energy, environmental and industrial markets.

AVANTech will add 45,000 square feet to its existing operation, located at 2050 American Italian Way in Columbia, and lease a new 12,000-square-foot facility to support enhanced fabrication, testing and assembly capabilities.

Operations are expected to be online in February 2026. Individuals interested in joining the AVANTech team should visit the company’s careers page.

The Coordinating Council for Economic Development approved job development credits related to the project.

QUOTES

“We are incredibly proud to announce this expansion in Richland County, a community we’ve been honored to call home for more than 26 years. This milestone reflects both our company’s continued growth and our deep, long-standing commitment to the region. Richland County has been an exceptional partner throughout our journey, and we look forward to creating new opportunities, strengthening our local presence and contributing to the area’s economic vitality for many years to come.” -AVANTech CEO Mike Pilon

“AVANTech’s decision to expand and create 65 new jobs in Richland County demonstrates the confidence companies place in South Carolina’s people and business environment. We welcome the company’s continued investment in the Midlands and applaud the success AVANTech has achieved in our state.” -Gov. Henry McMaster 

“AVANTech’s expansion announcement reinforces South Carolina’s commitment to supporting our existing companies. We celebrate the company’s contribution to the Richland County community and are proud to continue our support of the company as it builds upon its South Carolina legacy.” -Secretary of Commerce Harry M. Lightsey III

“This latest expansion of AVANTech not only strengthens its presence and capacity in our community, it reinforces our region’s robust manufacturing base. The company’s promise to add more management, professional and skilled positions at the facility gives our residents more options to grow their careers at home.” -Richland County Council Chairwoman Jesica Mackey

FIVE FAST FACTS

• AVANTech, LLC (AVANTech) is expanding its operations in Richland County.
• The company’s $3.7 million investment will create 65 new jobs.
• AVANTech is a full-service design, engineering, and Nuclear Quality Assurance-1 (NQA-1) fabrication partner delivering advanced processing solutions and build-to-print products.
• The company is located at 2050 American Italian Way in Columbia, S.C.
• Individuals interested in joining the AVANTech team should visit the company’s careers page.

PRET Advanced Materials, LLC expands Florence County operations

$18.5 million investment will create 74 new jobs

COLUMBIA, S.C. – PRET Advanced Materials, LLC (PRET), a leading advanced materials company, today announced it is expanding its operations in Florence County. The company’s $18.5 million investment will create 74 new jobs.

Headquartered in Johnsonville, PRET is one of the leading compounders and suppliers of thermoplastic resins in North America. The company’s South Carolina facility has operated continuously since 1955.

PRET is adding new equipment and improvements to its facility, located at 520 Kingsburg Highway in Johnsonville, to meet demand for new products.

Operations are expected to be online by 2027. Individuals interested in joining the PRET team should contact Stephanie Wisnom (843-386-8261).

The Coordinating Council for Economic Development awarded a $50,000 Set-Aside grant to Florence County to assist with the costs of road improvements.

QUOTES

“PRET Advanced Materials is proud to announce the expansion of its capabilities at our Johnsonville facility. This continued strong growth reflects PRET’s confidence in both our people and our long-standing relationship with Florence County and the state of South Carolina.” -PRET Advanced Materials CEO Alex Zhou

“PRET Advanced Materials’ $18.5 million investment is a testament to the company’s commitment to South Carolina. We are grateful for the new opportunities this expansion will create in the Florence County community and look forward to strengthening our partnership with PRET in the years ahead.” -Gov. Henry McMaster 

“With an expansion that will create 74 new jobs, PRET Advanced Materials continues having a strong impact in the Florence County community. We are thrilled to see a company with such a longstanding legacy in our state continuing to find success. Congratulations on this exciting announcement.” -Secretary of Commerce Harry M. Lightsey III

“We are pleased to acknowledge the value that PRET Advanced Materials brings to our community. This $18.5 million dollar investment is projected to create 74 new jobs in southern Florence County. We commend their commitment to both their customers and their workforce. Florence County is delighted to have PRET’s compounding facility and state-of-the-art research and development center located in Johnsonville, South Carolina.” -Florence County Council Chairman William Schofield

FIVE FAST FACTS

• PRET Advanced Materials, LLC (PRET) is expanding its operations in Florence County.
• The company’s $18.5 million investment will create 74 new jobs.
• PRET is a leading advanced materials company.
• The company is located at 520 Kingsburg Highway in Johnsonville, S.C.
• Individuals interested in joining the PRET team should contact Stephanie Wisnom (843-386-8261).

Coastal Ready Mix establishing operations in Horry County

$4.6 million investment will create 19 new jobs

COLUMBIA, S.C. – Coastal Ready Mix, a concrete manufacturer, today announced it is establishing operations in Horry County. The company’s $4.6 million investment will create 19 new jobs.

Coastal Ready Mix is part of a fourth-generation, family-owned construction materials group with operations in South Carolina and North Carolina, including ready-mix plants, concrete masonry unit manufacturing facilities and cement import terminals.

Coastal Ready Mix’s new ready-mix concrete plant, located on Mount Pisgah Cemetery Road in Conway, will allow the company to serve local contractors and larger, multi-market customers.

Operations are expected to be online in 2026.

QUOTES

“We’re grateful for the opportunity to serve Horry County, and we give thanks to God for opening this door for our family. We try to work hard, do what’s right and take care of the people who depend on us. Expanding into this community is a blessing, and we look forward to earning the trust of the contractors and customers we serve.” -Coastal Ready Mix CEO Scott Askins

“Coastal Ready Mix’s new operation in Horry County will be a welcome addition to our state’s thriving business community. This $4.6 million investment represents another victory for our manufacturing industry and increased opportunity for our people.” -Gov. Henry McMaster 

“South Carolina’s manufacturing industry continues to thrive, attracting new investments from companies like Coastal Ready Mix. We congratulate the company and Horry County on this announcement and look forward to supporting Coastal Ready Mix’s growth for many years to come.” -Secretary of Commerce Harry M. Lightsey III

“Today we celebrate the announcement of Coastal Ready Mix to Horry County. The new ready-mix concrete plant will provide well-paying jobs, assist with stronger infrastructure and long-term economic growth to our community. The investment shows confidence in our future, and we are proud to support new industry in Horry County.” -Horry County Council Chairman Johnny Gardner

“As a fourth-generation, family-owned construction materials group, Coastal Ready Mix’s expansion into Horry County is a great asset to our region. Congratulations to Coastal Ready Mix and Horry County on this investment bringing 19 new jobs and opportunities for our community.” -NESA Executive Committee Chairman Yancey McGill

FIVE FAST FACTS

• Coastal Ready Mix is establishing operations in Horry County.
• The company’s $4.6 million investment will create 19 new jobs.
• Coastal Ready Mix is a concrete manufacturer.
• The company will be located on Mount Pisgah Cemetery Road in Conway, S.C.
• Operations are expected to be online in 2026.

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By Mark A Leon

On the first day of Christmas, my true love gave to me…

A carriage horse blocking Meeting Street.

On the second day of Christmas, my true love gave to me…

Two sweetgrass roses, And a carriage horse blocking Meeting Street.

On the third day of Christmas, my true love gave to me…

Three Battery sunsets, Two sweetgrass roses, And a carriage horse blocking Meeting Street.

On the fourth day of Christmas, my true love gave to me…

Four foggy mornings, Three Battery sunsets, Two sweetgrass roses, And a carriage horse blocking Meeting Street.

On the fifth day of Christmas, my true love gave to me…

FIVE SHRIMP & GRITS! Four foggy mornings, Three Battery sunsets, Two sweetgrass roses, And a carriage horse blocking Meeting Street.

On the sixth day of Christmas, my true love gave to me…

Six tourists jaywalking, Five shrimp & grits! Four foggy mornings, Three Battery sunsets, Two sweetgrass roses, And a carriage horse blocking Meeting Street.

On the seventh day of Christmas, my true love gave to me…

Seven signs of construction, Six tourists jaywalking, Five shrimp & grits! Four foggy mornings, Three Battery sunsets, Two sweetgrass roses, And a carriage horse blocking Meeting Street.

On the eighth day of Christmas, my true love gave to me…

Eight dolphins jumping, Seven signs of construction, Six tourists jaywalking, Five shrimp & grits! Four foggy mornings, Three Battery sunsets, Two sweetgrass roses, And a carriage horse blocking Meeting Street.

On the ninth day of Christmas, my true love gave to me…

Nine locals brunching, Eight dolphins jumping, Seven signs of construction, Six tourists jaywalking, Five shrimp & grits! Four foggy mornings, Three Battery sunsets, Two sweetgrass roses, And a carriage horse blocking Meeting Street.

On the tenth day of Christmas, my true love gave to me…

Ten chefs a-stirring, Nine locals brunching, Eight dolphins jumping, Seven signs of construction, Six tourists jaywalking, Five shrimp & grits! Four foggy mornings, Three Battery sunsets, Two sweetgrass roses, And a carriage horse blocking Meeting Street.

On the eleventh day of Christmas, my true love gave to me…

Eleven pelicans gliding, Ten chefs a-stirring, Nine locals brunching, Eight dolphins jumping, Seven signs of construction, Six tourists jaywalking, Five shrimp & grits! Four foggy mornings, Three Battery sunsets, Two sweetgrass roses, And a carriage horse blocking Meeting Street.

On the twelfth day of Christmas, my true love gave to me…

Twelve church bells ringing, Eleven pelicans gliding, Ten chefs a-stirring, Nine locals brunching, Eight dolphins jumping, Seven signs of construction, Six tourists jaywalking, Five shrimp & grits! Four foggy mornings, Three Battery sunsets, Two sweetgrass roses, And a carriage horse blocking Meeting Street.

Merry Charleston Christmas, y’all! 🌴🎅✨

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By Mark A Leon

Honor, Respect & Courtesy

1. Shake hands firmly and look people in the eye.
2. Hold the door for anyone—every time.
3. Say “ma’am” and “sir” respectfully, not condescendingly.
4. Write a proper thank-you note (handwritten preferred).
5. Give a sincere compliment without expectation.
6. Introduce people properly, including context.
7. Stand when greeting someone or when a lady returns to the table.
8. Treat elders with respect—listen more than talk.
9. Show hospitality to guests, neighbors, and even strangers.
10. Apologize with dignity and accept responsibility.

Culture & Tradition

11. Know Southern history—the good, the bad, and the complex.
12. Respect the military and veterans with genuine gratitude.
13. Dress appropriately for every occasion (from oyster roasts to church weddings).
14. Wear seersucker and linen at the right time of year.
15. Know how to pick a proper gift for hosts and special occasions.

Social Savvy

16. Make polite small talk without oversharing.
17. Carry a conversation and ask thoughtful questions.
18. Dance a simple two-step or a shag step.
19. Give a toast with charm and brevity.
20. Know how to behave at a dinner party—phones away.

Home & Hospitality Skills

21. Grill like a pro—burgers, steaks, chicken, shrimp.
22. Cook at least one signature Southern dish (shrimp & grits, biscuits, gumbo, etc.).
23. Mix a classic cocktail (Old Fashioned, bourbon & branch, mint julep).
24. Set a proper table, formal or casual.
25. Host guests comfortably, with attention to detail.

Practical Life Skills

26. Change a tire without panic.
27. Tie a bow tie and a standard tie.
28. Drive a stick shift (preferably a truck at some point).
29. Build a fire safely.
30. Give a proper handshake—never limp, never crushing.

Outdoor & Southern Know-How

31. Fish—freshwater or salt.
32. Clean and cook a fish after catching it.
33. Know basic boating safety and how to handle a small craft.
34. Shoot responsibly and understand gun safety.
35. Navigate without GPS—at least locally.
36. Identify Southern wildlife (snakes especially).
37. Garden or grow something—herbs, tomatoes, flowers.
38. Handle summer heat with patience and humor.

Character & Community

39. Volunteer and give back to the community.
40. Be loyal to friends and family.
41. Offer help before being asked—carry bags, fix issues, support friends.
42. Tell a great story with humor and timing.
43. Keep confidences—discretion is a quiet virtue.
44. Stand up for others—especially those treated unfairly.
45. Practice patience—in traffic, lines, and life.

Personal Style & Grooming

46. Keep boots polished and clothes well-fitted.
47. Maintain good grooming, including beard and hair.
48. Wear cologne lightly, never overpowering.

Love, Loyalty & Integrity

49. Treat women with respect, as equals, with warmth and sincerity.
50. Keep your word—a Southern gentleman’s reputation is built on it.

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$10.8 million investment will create 93 new jobs

COLUMBIA, S.C. – Asis Boats USA (d/b/a Ocean Craft Marine), a rigid inflatable boat manufacturer, today announced it selects Horry County to establish the company’s U.S. manufacturing headquarters. The $10.8 million investment will create 93 new jobs. 

Headquartered in Dubai, Asis Boats specializes in the manufacture of advanced rigid inflatable boats, amphibious platforms, aluminum military craft and professional maritime vessels used globally by navies, defense agencies, rescue services and government entities.

Ocean Craft Marine’s new operation, located in the Bucksport Marine Park in Conway, will serve as its American headquarters for boat manufacturing.

Operations are expected to be online by end of 2026. Individuals interested in joining the Ocean Craft Marine team should visit the company’s careers page.

The Coordinating Council for Economic Development approved job development credits related to the project.

QUOTES

“We are honored to bring our craft, our technology and our purpose to Horry County. This investment is not only about building boats — it is about building a family, a community and a future together. As the United States strengthens its inland defense manufacturing capabilities, we are proud to play a role in that national mission. South Carolina will become a home for our people, our innovation and our commitment to those who safeguard our nation. We look forward to growing roots here, hand in hand with the community, and building vessels that will serve and protect around the world.” -Asis Boats and Ocean Craft Marine President Roy Nouhra

“Ocean Craft Marine’s decision to select Horry County as its U.S. manufacturing headquarters reinforces South Carolina’s global reputation as an ideal location for manufacturing companies. We are pleased to welcome the new opportunities this announcement will bring to Horry County and look forward to supporting Ocean Craft Marine as it finds success in our state.” -Gov. Henry McMaster

“Once again, our state’s skilled workforce and world-class manufacturing industry are attracting new companies to our state. Ocean Craft Marine’s $10.8 million investment, creating 93 new jobs, is a major win for Horry County and all of South Carolina.” -Secretary of Commerce Harry M. Lightsey III

“Bringing Ocean Craft Marine to our community is a big win for our county. These are high-quality jobs, rooted in advanced manufacturing that will benefit our area and support the graduates of Horry-Georgetown Technical College’s boat building program. It will create new opportunities for our residents and strengthen our local economy. We are proud Ocean Craft Marine chose to invest in Horry County and look forward to seeing their boats built in our county and shipped all over the country. Welcome to Horry County.” -Horry County Council Chairman Johnny Gardner

FIVE FAST FACTS

• Asis Boats USA (d/b/a Ocean Craft Marine) selects Horry County to establish the company’s U.S. manufacturing headquarters.
• The company’s $10.8 million investment will create 93 new jobs.
• Ocean Craft Marine is a rigid inflatable boat manufacturer.
• The company will be located in the Bucksport Marine Park in Conway, S.C.
• Individuals interested in joining the Ocean Craft Marine should visit the company’s careers page.

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$1.1 million investment will create 80 new jobs

COLUMBIA, S.C. – Modus21, LLC (Modus21), a business technology consulting firm, today announced it is expanding its operations in Charleston County. The company’s $1.1 million investment will create 80 new jobs.

Founded in 2004, Modus21 is a small business headquartered in Charleston providing technology consulting services to commercial and defense customers. The company’s core capabilities include Model Based Systems Engineering (MBSE), agile software development, DevSecOps, systems and software integration, cloud computing, business process re-engineering and automation, and cybersecurity services. 

Located at 1362 McMillan Ave. in North Charleston, Modus21 is expanding its existing corporate facilities and equipment to support new job creation and its Cloud Innovation Lab (CIL).

Operations are already online. Individuals interested in joining the Modus21 team should visit the company’s careers page.

The Coordinating Council for Economic Development awarded a $50,000 Set-Aside grant to Charleston County.

QUOTES

“We are incredibly grateful to receive this $50,000 grant which represents a significant investment in both our company’s future and our community’s economic value.  This funding will enable us to expand our facilities and create new job opportunities, while positioning us to continue innovating and growing.  As a small business, this support is transformative as it allows us to scale our operations, invest in our workforce and deepen our roots in this community.” -Modus21 CEO Peter Woodhull

“Modus21’s investment once again proves that South Carolina is place where businesses can thrive. We celebrate the new jobs this expansion will create and applaud the company’s decision to further invest in Charleston County.” -Gov. Henry McMaster 

“It is always gratifying to see a South Carolina-based business find success and continue to invest in the state. Congratulations to Modus21 and Charleston County on this announcement and 80 new opportunities it will bring to the Lowcountry.” -Secretary of Commerce Harry M. Lightsey III

“We are delighted to see Modus21 expanding in Charleston County, adding 80 new, knowledge-based jobs to our region. This announcement reinforces our commitment to building a diverse, resilient economy that provides high-quality opportunities for our citizens.” -Charleston County Council Chairman Rev. Dr. Kylon Jerome Middleton

FIVE FAST FACTS

• Modus21, LLC (Modus21) is expanding its operations in Charleston County.
• The company’s $1.1 million investment will create 80 new jobs.
• Modus21 is a business technology consulting firm.
• The company is located at 1362 McMillan Ave. in North Charleston, S.C.
• Individuals interested in joining the Modus21 team should visit the company’s careers page.

• Related: Boeing South Carolina Breaks Ground on 787 Site Expansion
• Related: Keel Expanding Charleston County Operations
• Alita Establishing Operations in Charleston County

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FOR IMMEDIATE RELEASE

December 3, 2025

CONTACT: Office of Representative John King, South Carolina House District 49

Statement from State Representative John King on Governor McMaster’s Order Halting Race-Based Spending Quotas

ROCK HILL, SC – Representative John King (D-York) made the following statement in response to Governor McMaster’s order prohibiting race-based spending quotas for state agencies:

Today I am calling out Governor Henry McMaster, Senate President Thomas Alexander, and Speaker Murrell Smith for their reckless and revealing attempt to halt race-based spending quotas and set-aside programs across our state agencies.

Governor McMaster’s order does not “promote fairness.” Instead, it exposes the ugly truth: they are preparing to make this next legislative session a fight about race – because they have nothing else to offer.

Black South Carolinians make up more than 25% of our state, yet these quotas required just 10% of government spending to go to minority-owned businesses. Removing set-asides and contracting protections isn’t about equality. It’s about shutting the door to opportunity and gutting the pathways minority-owned businesses finally had to compete for generational wealth.

For decades, marginalized communities in this state were locked out – intentionally – from economic opportunity. Set-aside programs were one of the few tools ensuring that Black contractors, minority-owned businesses, and underserved communities could compete on something even close to a level playing field. Taking these protections away tells us exactly who this Governor and his legislative allies are fighting for – and who they’re fighting against.

I will not stand by while the Governor, the Senate President, and the Speaker of the House weaponize their power to drag us backward.

If they make this legislative session about attacking opportunity for all South Carolinians, they will be met head-on. We will not be silent. We will not be complicit. And we will not allow the people of this state to be erased or ignored.

By Mark A Leon

Tucked beneath the sheltering branches of live oaks on the quiet outskirts of Charleston, in Awendaw, SC sits Windwood Farm Home for Children—a place where healing isn’t just offered, it’s lived every day.

For years, children have arrived at Windwood carrying heavy stories in small hands—stories marked by trauma, uncertainty, and experiences no child should ever have to name. But the moment they step onto the grounds, something subtle begins to shift. It starts with a greeting from a staff member who remembers their name, a horse that nudges their shoulder during equine therapy, or the stillness of the farm’s trails where breathing finally slows.

Windwood Farm isn’t a facility; it’s a lifeline.

Here, boys learn how to trust again through routines that feel safe and predictable. They wake to the sound of roosters instead of chaos. They sit at dinner tables where conversations aren’t rushed or loud or frightening. They meet therapists who help them rebuild what life tried to break. They discover that they are not defined by the moments that brought them here.

One boy—let’s call him Jamie—arrived barely speaking, his eyes more familiar with the floor than with people. But over weeks spent caring for the farm animals, feeding the chickens, and learning to ride horses, he found a sense of responsibility and pride no one had ever given him. And slowly, words returned. Smiles followed. One afternoon, after months of silence, he finally said, “I feel safe here.”

That’s Windwood.

Every corner of the farm, from the cottages to the classrooms, carries the quiet mission of the staff: to give children space to heal, grow, and rediscover their own worth. It’s a place where small victories are celebrated—finishing homework, making a friend, sleeping through the night, trying something new. And behind each victory stands a team of counselors, teachers, and caregivers who show up day after day with patience that doesn’t run out.

Windwood Farm Home for Children is more than a refuge—it’s a reminder that with compassion, structure, and unwavering belief, even the deepest wounds can begin to mend. It is a home where childhood is rebuilt, one steady, hopeful day at a time.

Follow their journey on Instagram.

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Editorial By Mark A Leon

Charleston has always traded on charm — mossy oaks, cobblestones, Lowcountry foodways and a built-in postcard aesthetic. Lately, though, that charm is being repackaged, polished and sold back to us. The city is increasingly less a lived-in place and more of a marketing platform: an engine for influencer shoots, PR-driven feel-good stories, and glossy luxury-real-estate narratives that treat the historic city as backdrop, prop and brand. That shift matters because it reshapes who gets to tell Charleston’s story, who benefits from that story, and who gets left out of the frame.

Faces not places

Flip through lifestyle roundups, local magazines or CVB feeds and you’ll see a predictable pattern: curated “faces of” spreads, influencer spotlights and wardrobe-ready portraits set against Charleston’s architecture. These features are often framed as community-service journalism or celebration — and sometimes they are — but they also perform the same job as a location scout for a marketing campaign: they normalize the idea that the city’s value lies in how it photographs. Charleston Magazine’s recurring “Faces of Charleston” sections, for example, blur editorial and advertorial lines, creating flattering mini-portraits of the city’s brand carriers.  

That aesthetic economy is lucrative. Destination marketing — the curated stream of images and personalities that invites out-of-town dollars — is explicit in the city’s tourism strategy. The local visitor bureau actively encourages user-generated content and shares those glossy moments back to national audiences, turning everyday scenes into marketing assets. The payoff is measurable: tourism continues to be a multi-billion-dollar engine for the region. But what looks like organic charm is increasingly staged and monetized, with benefits flowing to a small ecosystem of people who can deliver “content” that photographs well.  

PR firms disconnected from place

Into this visual economy step PR firms — both local shops and national agencies operating in Charleston — whose job is to make brands look inevitable. A healthy PR scene can help small businesses, cultural institutions and nonprofits tell meaningful stories. But when PR becomes divorced from local realities, it risks turning narratives into spin: curated launches for new developments, lifestyle repositioning for residential neighborhoods, or feel-good features that obscure displacement, rising rents, or the loss of small businesses.

Charleston hosts a growing roster of PR and marketing agencies that are expert at packaging a story that reads well in feeds and magazines. Their skill is not the problem; the problem is when strategy privileges optics over accountability — when crisis-management and influencer placements substitute for genuine community engagement. Local PR directories and rankings show a robust industry presence, but they don’t measure civic stewardship.  

Luxury real estate as taste curator

Luxury real estate agents and developers have become major art directors in this new Charleston. Listings today often lead with lifestyle vignettes: “designer chef’s kitchen, perfect for entertaining on King Street,” “waterfront terrace ideal for sunset portraits.” Beyond the copy, marketing budgets buy professional shoots, staged furnishings, influencer previews and glossy placement in the same platforms that sell tourism — all of which ladder into higher perceived value. Real-estate reporting from 2025 shows the Charleston luxury market remaining strong, with agents and sellers leaning into presentation and staged narrative as differentiators.  

That feedback loop matters. When exclusive developments and multimillion-dollar renovations are marketed as the new “faces” of Charleston, the cultural definition of the city shifts. Public spaces become backdrops for private branding; neighborhoods that once had mixed incomes and local businesses become settings for lifestyle editorials aimed at prospective buyers from other regions. The result is twofold: the market rewards the lookers and the look-makers, and it incentivizes more projects that prioritize appearance over accessibility.

Who wins, who loses

This is not merely a complaint against pretty photography. Visual storytelling has always played a role in place-making. But the current balance of power — where tourism bureaus, PR firms, influencers and luxury-market advertisers amplify the same narrow visual language — concentrates benefit and flattens complexity.

Winners in this economy are clear: professional content creators with aesthetic polish, PR agencies who can buy placement and spin, developers who convert scenery into price premium. Losers are less visible: longtime residents priced out by rising housing costs, small businesses that can’t compete with branded pop-ups, and community narratives that are quieter or harder to sell than a sunset silhouette on a piazza.

What could be different

If Charleston wants to keep its economic benefits while preserving civic life, three adjustments would help:

1. Transparency in content — When a feature is paid-for or part of a marketing campaign, label it clearly. Readers can then assess editorial weight versus sponsored intent. (Advertorial sections like some “Faces” packages already blur that line; clearer labeling would help.)  

2. Local-first PR practices — Agencies that work in Charleston could adopt community-impact measures as part of their KPIs: does a campaign create local jobs, preserve accessible storefronts, or partner with neighborhood groups? PR rankings and listings can highlight firms doing the work.  

3. Responsible real-estate marketing — Developers and brokers might include neighborhood stewardship commitments with glossy launches: funding for local arts, commitments to affordable units, or transparent plans for traffic and infrastructure impacts. Market reports show the luxury sector’s resilience; directing some of that capital back into community assets would be a meaningful rebalancing.  

Bottom line

Charleston’s beauty is real — and it sells. But when beauty becomes the main currency, and marketing ecosystems (influencers, PR firms, luxury developers) convert the city to a perpetual photoshoot, what gets lost is the everyday life that made those images matter in the first place. The remedy isn’t to ban polished images or marketing: it’s to diversify who makes them, why they’re made, and who benefits from the proceeds. Only then will Charleston be more than a backdrop — it’ll be a place whose story is told by the many, not just the marketable few.

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As featured in “Hotel Management”
Esther Hertzfeld, Hotel Management, 13 November, 2025

Raines and RREAF Holdings have officially debuted the DoubleTree by Hilton Charleston Riverview, expanding their growing footprint across South Carolina. The newly converted 126-key property introduces elevated amenities and refreshed F&B offerings just minutes from historic downtown Charleston.

Raines and RREAF Holdings open the DoubleTree by Hilton Charleston Riverview in Charleston, S.C. This latest location marks Raines’ third DoubleTree property to join the portfolio this year, joining the Summerville and Greenville locations that opened in July in South Carolina.

DoubleTree by Hilton Charleston Riverview is a conversion property with 126 keys. It has standard DoubleTree amenities, as well as a fitness center, outdoor pool, firepits, and pet-friendly rooms. The on-site F&B options have been elevated to better meet guest expectations. The hotel restaurant serves breakfast and dinner, and there is grab-and-go lunch options from the property’s lobby market. In the evening, the hotel bar has crafted cocktails.

DoubleTree by Hilton Charleston Riverview is located two miles from Downtown Historic Charleston. Magnolia Plantation and Gardens and Charleston International Airport are less than 30 minutes away, with Folly Beach and Isle of Palms Beach also nearby for guests looking to soak up some sun.

“We are thrilled to welcome yet another fantastic Doubletree by Hilton property to our management portfolio,” Grey Raines, managing partner of Raines, said in a statement. “Every hotel conversion is an opportunity to elevate,”  “We’re also very excited to continue leverage Hilton’s powerful distribution platform to deliver the exceptional, guest-focused experiences that our hospitality partners and travelers expect. We greatly enjoy the opportunity to work with such a trusted and globally recognized brand.”

Raines oversaw DoubleTree by Hilton Charleston Riverview’s conversion, leveraging the company’s experience to make the renovation process as seamless as possible.

“The conversion of this property to the DoubleTree by Hilton Charleston Riverview represents a strategic repositioning that enhances both the guest experience and the long-term value of the asset,” said Kip Sowden, CEO of RREAF Holdings. “We are excited to partner with Raines and Hilton to bring this iconic brand to one of the most sought-after vacation destinations. This transition allows us to leverage Hilton’s global platform while elevating amenities and services that meet the expectations of today’s travelers.”

We appreciate and thank Hotel Management, especially Esther Hertzfeld, for announcing RREAF and Raines DoubleTree conversion. To access the full article on Hotel Management, please click here.

Source: RREAF Holdings

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By Laura Morris, lbmorris@sc.edu

The University of South Carolina opened its seventh Brain Health clinic during a ribbon-cutting ceremony on October 20, 2025 in Orangeburg, South Carolina.   

Highlighting the expansion of neurological care in the Palmetto State, the event included remarks from USC’s President Michael Amiridis, HopeHealth’s CEO Carl Humphries and Chief Medical Officer Dr. Ed Behling, and State Rep. Gilda Cobb-Hunter. 

Background

Created to meet the needs of patients and caregivers in rural and underserved areas, the USC Brain Health Network partners with health systems to provide equitable diagnostic and treatment access for individuals seeking cognitive care. 

• Additional clinic locations include Columbia, Darlington, Lexington, Senecca, Sumter and Winnsboro.
• A Brain Health Center in Columbia will open in 2026 to support patients and clinical providers through innovative research and advanced imaging and treatment options. 

How it works

HopeHealth will host USC Brain Health’s team-based care model, connecting patients to a nurse practitioner, speech-language pathologist and community health worker to bridge critical gaps in early diagnosis, education and family support. 

“Cognitive health is deeply personal, for patients and their loved ones,” says Dr. Edward Behling, HopeHealth Chief Medical Officer. “Through our collaboration with the USC Brain Health Network, we’re giving families answers and support much sooner than ever before.” 

Why it matters 

South Carolinians are at a greater risk of developing Alzheimer’s disease and related dementias when compared to other states.

• Orangeburg County ranks eighth out of 3,142 counties nationwide for Alzheimer’s incidence — with an estimated 15.2% of adults ages 65+ impacted. 
• More than 120,000 South Carolinians aged 45 and older have Alzheimer’s disease or other dementias. 
• High rates of heart disease and stroke are contributing factors, as well as an aging population. 

“We know Alzheimer’s and dementia affect not only individuals, but entire families and communities. By partnering with HopeHealth, we are helping ensure Orangeburg County has more tools and the support it needs to face these challenges head-on.” – Dr. Leonardo Bonilha, USC Brain Health Director

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