Last week a number of “friends” on Facebook asked what I knew about the possibility that USCB was going to “lose its hallowed name.”
As a former USCB student, a former state legislator and, as a mayor who is working closely with Chancellor Upshaw to develop a new vision for the historic Beaufort campus, I think I may, at the moment, know more than many and want to share what I know and my view about the Beaufort identity question. And, of course, I want to know your thoughts.
There are really two branding issues on the table: what is the future of the Beaufort campus and how does it fit into the overall future of what we today call USCB?
The Beaufort Campus: A strategic plan for the Beaufort campus that, as the university’s mission suggests, “builds on regional strengths and meets regional needs” is in process. Toward that end, USCB is developing an expanded portfolio of academic programs in Beaufort. These programs are based on our hometown’s unique attributes – specifically, studio art, programs related to our unique physical and cultural environment and more programs tailored to our military personnel and their families. Getting the right mix of programs that meet our needs and builds on the kind of community we are and want to be in the future makes good sense to me.
The City Council and the City Redevelopment Commission have incorporated this vision into our planning. But achieving this lofty goal will require citizen support since neither the University nor the City can do it without your help. With the community behind this effort, I believe we can brand the historic campus the “Beaufort College for the Arts and Environment” or the “Beaufort College for the Arts, History, Culture and Environment.”
The Overall Picture: The second branding consideration is giving a university that enjoys the benefits of two very strong brands–Beaufort and Hilton Head Island — an even broader umbrella that conveys its regional status and unique attributes.
Since land was donated for the Hilton Head Gateway campus in the early 1990’s, we have faced the challenge of how to develop an identity for a university that serves students on two campuses with very different yet complementary “personalities.”
Now that USCB has become a full-fledged baccalaureate university, expanded its degree programs significantly and developed an active campus life, there is even more need to develop a broader regional descriptor that follows the banner of the “University of South Carolina.”
The issue is emotional for many because the institution has meant so much to our community over the years. However, I believe it is time for USCB to get a new identity that describes more accurately what it is and what it can be, rather than what it has been. Under a new umbrella name we will have greater opportunities to strengthen the Beaufort College campus, with a very special mission making it a unique part of the state’s public, flagship university system, USC.
Some background and my reasoning:
USCB played an important role in my education. Though I achieved my four year degree from Brandeis University, after leaving the College of Charleston at the end of my freshman year, I spent a year regrouping as a student at USCB while setting my sights toward the four year degree. USCB welcomed me with open arms; provided the personal attention I needed; I excelled in my studies; and I enjoyed new and lasting friendships with classmates and staff. The USCB environment helped me reach the college of my choice for my last two years which was followed by graduate school.
When I was in the SC Legislature, I fought hard to protect USCB when the SC Commission on Higher Education wanted to shut it down. We prevailed. However, we did not succeed, at the time, in our efforts to earn baccalaureate status for USCB. Thanks to my successors in the legislature, Edie Rogers, Catherine Ceips, and Shannon Erickson and as well as strong and supportive local government and private support, we finally brought a prospering four year university to the Lowcountry!
Why did USCB need to expand between Hilton Head and Beaufort, rather than in Beaufort? The eight acre campus in our historic landmark district did not offer the physical space to expand the campus to accommodate the required enrollment to sustain and grow the institution. Furthermore, there was no way the citizens of our community could raise the money required (about $36 million) since the state provided only about 10% ($4 million) of what was needed.
With the gift of 80 acres between Okatie and Bluffton and the availability of additional land at a reasonable price, individuals and businesses from the lower part of the county made financial contributions to build buildings; thanks to a progressive County Council, which created a Tax Incremental Financing District (TIF), local public funding was provided at no additional cost to the tax payers. And, finally, it was appropriate to grow USCB in the center of the region, near interstate access, so that students from Jasper, Hampton, Allendale and even Colleton Counties could more easily commute to a central campus.
Fortunately the vision worked. If you have not visited the new campus, take the time to do so. Walk through the public library and the other buildings around the central quad and maybe even grab a bite for lunch at the Campus Center. The new campus and state of the arts facilities have enabled enrollment to grow 10% each year since USCB became baccalaureate. Even more importantly its academic programs have expanded dramatically–including the much needed BSN in Nursing.
The day after I was elected Mayor, Chancellor Upshaw called to request a meeting, which we had before I was even sworn in. At the time she shared her vision for reviving the Beaufort campus and committed to investing resources to “get it going again.”
Even though higher education in South Carolina has suffered unprecedented budget cuts, Chancellor Upshaw is making good on her commitment. The Beaufort College is now branded as “The” Arts College though other courses will still be offered. Classrooms have been converted to art studios, a ceramics lab with potter’s wheels and kilns and a state of the art graphic design lab, with Mac computers and design software, are fully installed on the Beaufort campus. The new restaurant and catering center, “Outtakes,” opened this past week. And USCB is exploring ways to create housing for out of town students on an incremental basis. We are ready to grow!
But what does this have to do with a regional identity? Since USCB has grown to serve not only Beaufort, but also the four counties in our corner of the state, its name should be changed to reflect something much bigger . . . the Lowcountry, The Sea Islands or something of that sort which draws students from outside of the area. These out of region students create a livelier classroom environment and their fees supplement dwindling state funding while helping to underwrite the costs of serving our students and our community.
Just as USC Spartanburg has benefited from its new identity as “USC Upstate,” we need to help our university grow and develop–so we will all benefit.
As usual, I am interested in your thoughts and can be reached at billyk@islc.net.