Retail Success Story – Columbia, SC

Retail Success Story – Columbia, SC

Retail recruitment is a very specialized sector in economic development and relies heavily on relationships within the commercial real estate community. How do city leaders and staff get involved in recruitment and what impact does local government have on the process?

Local government plays an integral role in recruiting retailers to their community – but it requires strategy and dedication. In Columbia, our leadership recognized that this was an area of need as well as a priority. In 2022, City Council launched a series of Business-Friendly Initiatives. These initiatives were implemented to make the overall business experience as seamless as possible, as well as remove some boundaries that were hindering businesses from opening – many of which applied directly to retail opportunities. A few of those initiatives included:

• eliminating impact fees on change of use for small business
• streamlining processes to shorten waiting periods for permits
• offering a reimbursable loan program to offset the cost of grease traps up to 50% (up to $10,000)
• having a dedicated project manager to assist businesses
• and hiring the city’s first full-time dedicated business recruitment manager to focus on economic development opportunities – specifically in terms of retail and restaurants.

Since joining the City of Columbia in April 2023, business recruitment manager Grace Salter has focused on implementing a retail recruitment strategy that includes sharing Columbia’s story to brands locally, regionally and nationwide.

In 2024, the city partnered with The Retail Coach, a Tupelo-based retail consultant, to assist with organizing the overall strategy, provide training, and contact resources to expand our presence across the country. Over the last year, the city and The Retail Coach have attended trade shows like Retail Live and ICSC (International Council of Shopping Centers) to connect with retailers and retail developers about expansion into the Columbia market. In addition to Columbia’s metropolitan statistical area, the city is home to more than 50,000 college students across six institutes of higher learning and welcomes more than 15 million visitors each year. To recruit and retain the talent from our local colleges and universities and recruit more industry, retail plays a vital role in where someone decides to call home.

Retail recruitment is about building relationships; building strong connections within the industry is paramount. Salter has worked to strengthen relationships among the local commercial real estate community, property owners, and developers to encourage collaboration in recruiting new retail concepts to Columbia. Retail recruitment relies heavily on data, which makes economic development offices a key contact for decision makers when it comes to evaluating a particular retail project within the community.

“The City of Columbia is passionate about doing all we can to create a place where small businesses can thrive, and larger businesses are eager to locate,” said Mayor Daniel Rickenmann. “City Council has reduced policy and regulatory barriers, so now, city staff and I are hitting the road and going to the communities and retailers our community has been waiting for and has proven they can support. We have the perfect place prepared – South Carolina’s Capital City, and now we are telling our story far and wide.”

Retail recruitment is a marathon and not a sprint. The decision to enter a market depends on many factors. Having city-led initiatives and dedication are integral to the growth within those communities.