NEWBERRY, SC SOUTH CAROLINA’S SMALL-CITY SUCCESS STORY WWW.CITYOFNEWBERRY.COM
SOUTH CAROLINA’S SMALL-CITY SUCCESS STORY NEWBERRY, SC AT A GLANCE CITY OF NEWBERRY WHAT: H istoric South Carolina city experiencing economic transformation through Samsung’s manufacturing facility, $9 million in public investments, and strategic development of 900 acres between two interstate exits WHERE: Newberry County, South Carolina WEBSITE: www.cityofnewberry.com Photo Credit: Oswaldo Tapia 1 CIVIL AND MUNICIPAL VOLUME 06, ISSUE 07
S A SOUTH CAROLINA CITY OF 11,000 BLENDS HISTORIC PRESERVATION WITH $9 MILLION IN STRATEGIC INVESTMENTS Newberry sits at a critical juncture, both geographically and economically. This South Carolina city of 11,000 stretches along Interstate 26, positioned strategically between Columbia and Greenville in a region experiencing explosive growth.Victorian facades and Greek Revival structures line its downtown streets, survivors of an architectural heritage that many similar towns have lost. “Newberry has a historical excellence in architecture and thank goodness the city has worked to save a lot of that,” 2 CIVIL AND MUNICIPAL VOLUME 06, ISSUE 07
says Jason Taylor, who became city manager eight months ago after 25 years in municipal management. “We still have a beautiful old downtown and thriving businesses, beautiful old houses.Those have always been a drawing card for us.” The timing of Taylor’s arrival coincides with a pivotal moment for Newberry. Samsung’s massive manufacturing facility, which opened in 2017, has pumped nearly $500 million into the local economy and created over 1,500 jobs. The ripple effects are visible everywhere. New hotels rise alongside restaurants. Housing developments spread across former farmland.The county that remained stagnant for two decades suddenly finds itself at the center of South Carolina’s inland growth surge, part of a statewide boom that attracted $8.19 billion in industrial investment in 2024 alone. $9 MILLION IN PARKS, ARTS, AND COMMUNITY Newberry’s progressive city council has launched an ambitious $9 million investment program that spans recreation, arts, and cultural facilities. The scale of spending reflects a fundamental belief that municipal investment attracts private capital. “If you’re not going to invest in yourself, you really can’t expect to attract outside investment,” Taylor explains. “One of the things that attracted me to wanting to work here is we have a progressive city council that is actively investing in itself.” The centerpiece project transforms 140 acres into a comprehensive recreation complex featuring splash pads, skate parks, and lakes. Beyond recreation, the city has injected another $3 million into its 1881 Opera House, a jewel that seats 450 people.Adjacent to this historic venue, crews are constructing an outdoor amphitheater.“We’re doing a complementary outdoor amphitheater right next door, which can seat over 2,000. That opens us up for a whole new type of acts that can come here.” The investment strategy encompasses a $2.5 million pottery arts center, reinforcing Newberry’s cultural niche. Small cities across South Carolina are discovering that arts-focused development drives economic revitalization. Successful examples like Greer demonstrate how cultural amenities transform downtowns from purely vehicular corridors into walkable destinations. “We’ve tried to find a niche for ourselves in the arts,” Taylor notes. “We have a beautiful Opera House here, which has been restored. It’s a huge drawing card for us as a beautiful structure, but also we host shows there which bring people in.” DOWNTOWN DEVELOPMENT AND MIXEDUSE VISION Downtown Newberry faces a familiar small-city Photo of Newberry’s City Hall 3 CIVIL AND MUNICIPAL VOLUME 06, ISSUE 07 NEWBERRY, SC
The city’s approach involves bundling complex tax incentives to make historic rehabilitation financially viable. Abandoned buildings pose particular challenges. “We have a few abandoned buildings downtown, buildings that have lost their roofs and are basically shells. Most of those are historic buildings,” Taylor explains.The solution lies in creating what he calls a synthetic TIF district, combining new market tax credits, historic building credits, and abandoned building incentives.“If we can bundle all those and make it very easy for somebody who’s investing in these properties to access those, that would be a way paradox. Historic buildings stand empty while franchise restaurants multiply along the bypass. Several anchor restaurants have recently closed, leaving gaps in the Victorian streetscape. Taylor acknowledges the challenge directly. “We lost a number of our kind of anchor restaurants. Just the nature of business, people age out and some of those restaurants have closed,” he says. “We are looking now to try to work with some of the property owners to get those buildings again filled to their highest and best use.” Photo Credit: Oswaldo Tapia 4 CIVIL AND MUNICIPAL VOLUME 06, ISSUE 07
to catalyze people wanting to take some of these frankly tough buildings and do the work needed to get them productive again.” Mixed-use development represents the future Taylor envisions. Newberry College sits just outside downtown, yet students rarely venture into the historic district. “When I first got here, I noticed all those college kids should be downtown at times too, and I see very few of them,” he observes.“We are looking at trying to create these corridors to connect all the pieces and parts. There’s a lot of pieces and parts here in the city that just don’t seem to come together to make a greater whole.” INTERSTATE ACCESS AND THE 900-ACRE OPPORTUNITY Two interstate exits within five miles of downtown represent Newberry’s most underutilized assets. While Samsung’s arrival demonstrated the power of highway access, much of the surrounding land remains undeveloped.“Interstate access is something City of Newberry Utilities Center 5 CIVIL AND MUNICIPAL VOLUME 06, ISSUE 07 NEWBERRY, SC
that typically costs $50 million to build typically. That’s a huge asset to have,” Taylor emphasizes.“We are concentrating on those exits. We’ve reached out and annexed one exit and have provided utilities to make sure it has what it needs to grow.” Between these exits lies a 900-acre tract of land that could reshape Newberry’s economic future. The property straddles both interstate connections, offering unprecedented development potential. “We’re meeting with the landowner again this week. He’s anxious to market the property,” says Taylor. “That particular 900-acre tract, which sits really between the city of Newberry and straddles those two interstate exits, has unlimited potential for residential, retail, mixed use, industrial. All of those would work well on that property.” The city has already secured wins through retail recruitment, perhaps too successfully. Working with consultants, Newberry attracted what Taylor describes as “almost a glut of franchise fast food Always Done Right TomBrigmanContractors.com 6 CIVIL AND MUNICIPAL VOLUME 06, ISSUE 07
operations” with five or six more scheduled to arrive. “We have worked with business recruitment firms, retail strategies specifically, and they have been incredibly successful,” he notes.“However, you’ve got to have a vibrant local economy to support people wanting to build a house here, wanting to live here and shop in these retail or food establishments.” INFRASTRUCTURE EXCELLENCE AND SMART GROWTH Newberry controls its own utilities, a rare advantage among small cities. The municipality owns electric, water, and wastewater systems while partnering in natural gas and fiber optic services.“Our infrastructure is actually in pretty good shape,” Taylor reports.“We have sufficient capacities both in wastewater and in water. It’s just collection and distribution, which is always a maintenance issue that we’re working on.” The city is investing $13-14 million to replace a main trunk line serving industrial customers, including Kraft. “We also own electricity here, and that’s in good shape. In fact, our prices soon should go down because of an arrangement we have for how we buy our power,” says Taylor.“We also are involved to some extent in natural gas operations and the high-speed fiber too here. All of those I think are in really good shape as far as capacities and service territories are concerned.” Downtown Newberry during the annual Oktoberfest event 7 CIVIL AND MUNICIPAL VOLUME 06, ISSUE 07 NEWBERRY, SC
After two decades of population stagnation, Newberry faces 400 new houses in various planning stages. While modest compared to coastal boom towns, the growth represents a dramatic shift.Taylor advocates measured expansion that enhances rather than burdens existing residents.“We’re trying to make sure even as we move forward with this initial spurt of residential growth that it’s smart growth,” he explains. “Growth that improves our community, complements the quality of life of our existing citizens and doesn’t burden them with the cost of services. We’re taking it a bit slow in our approach, making sure the design, the quality of these communities are something that’s a benefit to Newberry and not just something that creates traffic.” EDUCATION AND COMMUNITY CONNECTIONS A new charter school promises to inject life into downtown Newberry. Stellae Academy plans to convert a large historic church in the city center, bringing students and families into the urban core. “They’re going to be right in the center of downtown. They’re purchasing a very large old church and converting it into a charter school, which I love. Adaptive reuse,” Taylor says. The disconnect between Newberry College and downtown remains a persistent challenge. Despite the institution’s proximity to Main Street, students rarely explore the historic district. Creating physical and programmatic links between campus and commerce has become a priority. Nevertheless,Taylor sees workforce development primarily as a county responsibility. Infill development offers another opportunity to strengthen the urban fabric. Vacant lots scattered A family owned and operated business Wilson Tractor, Inc. was established in 1984 as a farm equipment and light industrial equipment company. We offer a wide selection of tractors, equipment, and parts to meet our customers' shopping and maintenance needs. – Tracy Williams via Facebook Experience them once and you will be a Happy Customer for life. wilsontractorsc.com | (803) 276-1151 | 440 Wilson Road | Newberry, SC 29108 Check us out on 8 CIVIL AND MUNICIPAL VOLUME 06, ISSUE 07
throughout downtown already have utilities, sidewalks, and road access. “We have houses that come and go, and we’ve got a lot of infill vacant lots here and there throughout our downtown,” Taylor explains. “Those are lots that already have water, sewer, and all the utilities. They’d have a sidewalk and a road in front of them. Those are utilities that we have on the ground that we’re maintaining. We’re not getting a return on them.” For developers, these sites eliminate impact fees and tap charges while helping rebuild Newberry’s residential core. The strategy aligns with statewide trends as South Carolina’s population growth shifts inland from coastal areas. Cities demonstrating strong downtown cores with mixed uses attract younger residents and professionals. At 30.3 years, Newberry’s median age already skews younger than many rural communities, suggesting potential for capturing millennial and Gen Z households seeking affordable alternatives to larger metros. THE ROAD AHEAD FOR THE “CITY OF FRIENDLY PEOPLE” Taylor brings 25 years of municipal management experience to Newberry’s challenges. His philosophy centers on decision-making that serves residents. “One of my sons asked me one time what I did. He said, ‘What do you make?’ I said, ‘Well, for the most part, I make decisions,’” Taylor recalls his tonguein-cheek reply. “I try to come up with good reasons and be able to justify, defend the decisions I make. Those decisions should always end up benefiting the people I serve. I’m in the quality-of-life business.” The 900-acre interstate property dominates his 24-month agenda. “That’s going to be the future of the city because it’s a large, undeveloped piece of property in a prime location with all utilities near industry,” he emphasizes. “It has the potential for commercial, industrial and residential growth. That will be something we’ll be concentrating on.” Sites must be shovel-ready when developers arrive. “All 9 CIVIL AND MUNICIPAL VOLUME 06, ISSUE 07 NEWBERRY, SC
PREFERRED VENDOR/PARTNER n Newberry County Chamber of Commerce & Visitors Center www.newberrycountychamber.com Our members serve as the driving force behind the programs and events that strengthen today’s businesses and build a thriving community for the future by fostering leadership and encouraging growth. We invite you to experience Newberry’s friendly business climate, vibrant arts scene, and abundant outdoor recreation, where opportunity, culture, and natural beauty connect for an ideal quality of life. n Tom Brigman Contractors www.tombrigmancontractors.com n Wilson Tractor www.wilsontractorsc.com Wilson Tractor, Inc., a family-owned business since 1984, provides quality farm and light industrial equipment at affordable prices. We offer a wide selection of new and used tractors, utility vehicles, parts, and more. Our knowledgeable, customer-focused team is dedicated to delivering friendly service and personalized support to meet each customer’s needs. Visit us for a dependable, hassle-free shopping experience. these sites need to be shovel ready essentially. We’re very close to that.” Retail gaps persist despite the franchise influx.“We need another grocery store. We only have one fullservice grocery store and a Walmart,” Taylor notes. “While we’ve got a lot of fast food, we probably need some of that casual dining. We need a whole host of different pieces and parts in the retail sector that are still missing.” Success requires balancing all elements. “If we don’t grow our residential base, we’re not going to have enough people to support this new retail growth.” Newberry straddles its textile past and a manufacturing future, between preservation and progress. With Samsung’s success proving what’s possible and $9 million in public investment priming the pump, this friendly city may finally achieve what Taylor calls bringing all the pieces together to make a greater whole. 10 CIVIL AND MUNICIPAL VOLUME 06, ISSUE 07
WWW.CITYOFNEWBERRY.COM WWW.BUSINESSVIEWMAGAZINE.COM AS FEATURED IN BUSINESS VIEW MAGAZINE Newberry SC
RkJQdWJsaXNoZXIy MTI5MjAx