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Jessica Nelms

At several 2008 town council meetings, local merchants (and organizations representing them) have asked for help drawing more people downtown. Pendleton now offers one-day beer and wine vending permits for Village Green happenings. Council has also obtained grants or approved funds to spruce up the downtown, including new trash receptacles and planters. Free Wi-Fi Internet service on the square is in the works.

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In June, a new cafe, 1826 on the Green, opened in Farmers Hall, Pendleton's signature building. 1826 has energized the Village Green, according to Pendleton commerical property owner Scott Ward.

"You can’t roll up the street after 5 p.m. That’s when visitors and residents will spend money.”

— Michelle McCollum, executive director, South Carolina Heritage Corridor

“The business climate has always been one of ebb and flow around the square. Statistics show that 80 percent of new businesses go out of business within two years.”

— Scott Ward, Pendleton commercial property owner

“We can’t keep on doing the same old things and expect results. While it’s not the town’s role to market individual businesses, we have a responsibility to them. We have to create an environment that’s pro-business.”

— Carol Burdette, mayor, Pendleton

PENDLETON — Downtown commerce in Pendleton is at a crossroads.

Twenty businesses have closed there since 2005, while nine have opened. Currently, a glance around the Village Green reveals a solid retail mix: antiques, restaurants and a coffee shop.

In June, a new cafe, 1826 on the Green, opened in Farmers Hall, Pendleton’s signature building. An eclectic bakery is scheduled to debut soon across the street. And the “For Rent” signs that once dotted the square have diminished.

But the foot traffic isn’t exactly overwhelming. On many evenings after 6 p.m., downtown sidewalks are empty. A notable exception: The Islander, the tropical-themed restaurant/bar that attracts everyone from young adults to retirees.

JUMP START

At several 2008 town council meetings, local merchants (and organizations representing them) have asked for help drawing more people downtown.

Council responded.

Pendleton now offers one-day beer and wine vending permits for Village Green happenings. The permits were created with music events and weddings in mind. Council has also obtained grants or approved funds to spruce up the downtown, including new trash receptacles and planters. Free Wi-Fi Internet service on the square is in the works.

The community has also shown initiative. Whether it’s Pendleton Farmers Market or Friday evening bluegrass jams, various residents and groups have tried to ignite momentum around the four streets that form the square — South Mechanic, East Main, Exchange and East Queen.

Greg Ammons owns Ammons Portrait Studio, located on East Main Street. Operating in Pendleton since 1993, Ammons loves doing business downtown and considers himself fortunate to have developed a loyal clientele over the years. As a photographer, Pendleton’s small town beauty has provided him with ample inspiration.

Ammons thinks town government should do more to help local proprietors.

“When commerce is weak and businesses are struggling, I personally feel that a town government should really prioritize ways that they can offer incentives to incoming business,” Ammons said. “I would go as far as to say that an incentives package should be developed and advertised to encourage new businesses to come here and to feel that they are truly wanted. And I think that town government should really attempt to be sensitive to existing businesses that might be struggling to pay town fees and licenses and taxes. There should be a way to give them a chance to catch up.”

However, Pendleton government has its own financial concerns.

Town council, Mayor Carol Burdette and Administrator Teri Sloan continue to rectify the 2008-2009 Pendleton budget. Currently there is a $127,000 general fund shortfall. In addition, the town is $230,000 light on a $350,000 commitment for a wastewater treatment upgrade.

Property tax issues and rising fuel costs have been blamed for the budget gap. In addition, Burdette said a decrease in local commerce played a role.

“We’re looking at several businesses that have closed; we’re looking at a reduction of our hospitality tax because some restaurants have closed,” Burdette said. “All of that builds in. Oftentimes you hear taxpayers who throw off on things we do downtown, but that downtown and the businesses community are very important to our economic engine and we have to keep all of that in prospective.”

A NEW JUNGLE

A photography studio doesn’t depend much on foot traffic. But tough economic times — which have hit the entire country — impacted Ammons nonetheless. Big budget wedding gigs used to be commonplace; now the nuptials have scaled down significantly — expenses included. To cut costs, many weddings aren’t using a professional photographer at all.

Ammons has been able to weather the sea change.

“But my family and children’s photography has actually grown because now I’ve been doing this long enough that I’m ‘the family photographer’ and I get to grow right along with them,” he said.

Scott Ward owns commercial property downtown and is also behind Merchants Gate, a residential development. Ward said the recent opening of 1826 has energized the Village Green.

“The business climate has always been one of ebb and flow around the square. The change (in Pendleton) occurred as long time business owners retired,” Ward said. “These retirements were not of economic factors but with most had simply reached the age of retirement. Finding new businesses, whether service or retail oriented, to replace those will not be easy. Statistics show that 80 percent of new businesses go out of business within two years.”

New proprietors must deal with big box retailers and their superior buying power. With fewer entrepreneurs setting up shop, competition among small towns to attract them has heated up.

Conducting business in Pendleton for around eight years, Ward would like to see more downtown property owners step up the plate.

“The town is much like any small town with absentee owners and legacy owners through the generations,” Ward said. “Many times the owners are not interested in the economics of the town or simply like owning a legacy building rented or not. This situation can hinder a ‘total’ revitalization.”

Highway 76 remains a question mark in Pendleton’s future — as is the possible recruitment of big box stores. Would such development funnel visitors downtown or would shoppers simply purchase their stereos or scented candles and go back home?

“Every town needs a viable downtown,” Ward said. “Pendleton with its distinction of its layout with a Village Green and its many historical structures can provide the catalyst for growth along all of the corridors.”

WHERE FROM HERE?

Other small South Carolina municipalities have seen their downtowns emerge from the doldrums. Edgefield is a prime example, according to S.C. Heritage Corridor Executive Director Michelle McCollum.

“Edgefield had a lot of community support behind the revitalization of their downtown,” McCollum said. “The local government got behind the effort and did it in a strategic way. It wasn’t haphazardly put together. They did an assessment of their downtown, did a tourism plan and implemented the plan.”

The Edgefield reprise didn’t happen overnight. It took around six or seven years to complete the project with help from state programs. According to McCollum, the results were worth the wait.

“Now, there’s not one single empty store front. They’re all occupied by local arts and crafts ventures, restaurants, coffee shops 
 and Pendleton has all of those things,” she said. “But I think Edgefield takes it a step beyond by working together and also with the Heritage Corridor. We would be glad to assist Pendleton with the same things.”

But for downtown shops to draw customers, owners must set reasonable hours, McCollum said.

“You can’t roll up the street after 5 p.m. That’s when visitors and residents will spend money.”

Another common mistake small towns make, McCollum said, is not taking advantage of state resources. These include opportunities with the S.C. Department of Parks, Recreation and Tourism. The Heritage Corridor specializes in facilitating said assistance.

Beyond everything else, a sense of community is essential in jumpstarting a downtown, McCollum said.

“(Business owners) want to compete with neighboring towns or states, not neighboring businesses. People need to work together.”

McCollum believes Pendleton’s history and vintage aesthetics are perfect assets to build on.

“And they already have some successful businesses in place to serve as anchors,” she said.

Ward hopes to see more master planning in regards to downtown commerce. On June 30, a new step was taken in that direction. A 10-person roundtable equally comprised of Pendleton leaders (including Burdette and Sloan) and business owners (including Ward and Ammons) met at town hall. According to the mayor, the group discussed possible public/private marketing to attract visitors and encourage fiscal loyalty among residents.

Said Burdette: “We can’t keep on doing the same old things and expect results. While it’s not the town’s role to market individual businesses, we have a responsibility to them. We have to create an environment that’s pro-business.”