State of play

Duane Parrish has perfected his elevator pitch about the South Carolina Department of Parks, Recreation & Tourism (SCPRT), literally.

“When I get inside the elevator in the South Carolina State Government Building, I ask the people I meet there what their agency does,” Parrish, a self-proclaimed extrovert, tells The CEO Magazine. “I also tell them they have to answer before the elevator gets to the next floor – and that they can’t just repeat the mission statement.”

While those new to the game might miss a beat as they gather their thoughts, Parrish has his response down pat.

“Heads in the beds, feet in the fairways and people in the parks, because we’re known for golf and beaches and we have 48 state parks,” he says of the SCPRT.

So often quoted is it, that every one of Parrish’s colleagues knows it.

“It’s at the point where they almost make fun of it, but, you know what? They say it and they memorize it and that’s all I want it to be,” he says.

In their shoes

For anyone who has worked in the hospitality industry, heads in the beds will be a familiar refrain. And that’s exactly where Parrish learned it.

Having spent most of his career working in hotels, including Promus Hotels (acquired by Hilton Hotels), Holiday Inn and Ramada Inn, along with a decade as President of Premier Hospitality Group, he was appointed Director of SCPRT in 2011 by then State Governor (who would later serve as United States Ambassador to the United Nations) Nikki Haley. For the Palmetto State native, it has been the dream appointment.

“I get to sell my state,” he says. “Not many people get to do that – as a matter of fact, there’s only 50 of us.”

---

“Partnering with the South Carolina Department of Parks, Recreation & Tourism allows Hilton Head Island and Bluffton to leverage state-wide insights and strategies that enhance our efforts. Through collaboration, we amplify our impact and achieve greater success, creating a more unified and effective approach to tourism marketing across the region.” – William G Miles, President & CEO, Hilton Head Island-Bluffton Chamber of Commerce

---

Advertisement

Yet, unlike his counterparts in other states, Parrish has a broad scope of operations: along with the state’s 49 parks, SCPRT oversees the film commission and the state’s welcome centers. As such, Parrish heads up a team of around 750, compared to the 30-or-so people most state tourism offices employ. Of that figure, around 680 people are scattered across the state working in the field.

Parrish believes that his background brings a distinct advantage to the role.

“Coming from the private sector with hospitality experience has helped me as an executive,” he says.

Along with key public sector relationships with organizations such as the Hilton Head Island-Bluffton Chamber of Commerce and the South Carolina Department of Commerce, there are the public–private partnerships that his expertise helps navigate.

Then there’s his ability to relate to everyone in his team. Parrish recalls his relevant experience in the hospitality industry.

“I came through the ranks,” he says. “I started out as a front desk person and I’ve been an executive housekeeper in a hotel, so I know what those people do.”

He leads with a philosophy of always putting himself in the shoes of the person below him on the organizational chart.

“I  grew up as a student in a business management school called ‘MBWA’ – or management by walking around,” he says with a laugh. “I walk around a lot, I talk to people a lot, I take different people to lunch.”

He also travels to meet his team as much as possible.

“I try to go to every state park every year,” he says, which is no small feat when there’s almost one state park in South Carolina for every week of the year.

“Some I’ll go to three or four times a year. And yes, it’s an inspection, but it’s also to let everyone there know that we care about them and are engaged with them.”

The front porch

Visiting the state parks may appear all consuming, but Parrish ensures he devotes equal time to South Carolina’s nine Welcome Centers, eight of which are positioned at the state’s borders.

“I call them our state’s front porch,” he says. “Like the first impression you get from a house, they’re the first impression of your state.”

Built in the 60s and 70s, Parrish has been on a mission to rebuild each one of them, to modernize them both in terms of their architecture and their technology.

Of the nine, four are already completed, with three underway and funding approved for the balance of them.

“We have built them to be flexible, because we know technology is going to change dramatically – it already has since I started,” he says.

Their role in the state can’t be underestimated, he adds, particularly when 80 percent of all visitors arrive by car.

“A couple of our interstates cut right through South Carolina, so some people might not even be planning on stopping in our state, they might just be stopping to use the restroom,” he says.

---

---

Advertisement

He knows, however, that once one of the Welcome Center travel counselors starts interacting with these travelers, chances are they’ll convince them to stop somewhere, even if it’s to just buy lunch.

“There’s a sales tax and a state benefit to that,” he says.

Beaches and golf

It’s the rare traveler who is immune to South Carolina’s charms, however. Charleston, the state’s largest city, often tops best destinations in North America lists.

“Then there’s the southern hospitality, the culture, the outdoor adventure and, of course, the golf and beaches,” he says.

But that’s not where the list ends. “I can go on,” he adds with a laugh.

“Museums, history, fine dining, shopping, art, hidden gems, back road barbecue, camping, fishing, hiking, kayaking, the list goes on.

“Tourism and agriculture are the two largest industries in our state. As I tell people, come to South Carolina and you’ll have a good time and a good meal.”

It’s easy to see why Parrish considers himself ‘blessed’.

“It’s the most wonderful state in the world, I really believe that,” he says.

---

---

Advertisement

Not much has changed since day one, when then Governor Haley introduced him at a press conference back in 2011.

“I told the assembled press that I get to sell the greatest product in the world – my great state of South Carolina,” he recalls.

“I still believe that today, almost 14 years later.”