CEO Marc Frey, Frey Media“Hilton Head is a brand and every brand’s value is either rising or falling.”

The founding fathers of Hilton Head Island, including Charles Fraser, have left us with not only a heritage, but also a mission to fulfll. Hilton Head was conceived as a high-quality resort destination where nature and civilization would co-exist in harmony.

What sets us apart as a planned community is our limited space due to our natural geographic boundaries, and the fact that we are one of the largest barrier islands on the East Coast. Limited space means there are only a pre-planned number of dwellings that can ever be built in our town. Being a barrier island means our natural surroundings provide a special allure.

So from Day 1 we knew that we would never be able to compete with quantity. Therefore, it made sense to aim for quality. In other words, if only so many visitors can be accommodated in any given week, we might as well opt to attract visitors that would appreciate the special surroundings and the uniqueness Hilton Head ofers.

Looking back over the last two decades, I feel that we have missed many opportunities to continue our mission of creating a high-quality resort destination. We are clearly coming up short in being the best we can be.

Hilton Head is still an attractive destination, but it has lost some of its glamour and glitz. Some streets, commercial buildings, villas and our airport are starting to look tired. The uniqueness factor has also been watered down. Hilton Head is not an environmentally leading community. We have not integrated cutting-edge technology. And we have not implemented enough city planning to make the town attractive beyond the plantation gates.

Hilton Head is a brand, and every brand’s value is either rising or falling. The reason why that is important to all of us still seems to elude some of our citizens and even community leaders. We need to continually invest in our brand because the quality of visitors we attract afects the fnancial well-being of all citizens. Quality visitors are helping to pay for the many amenities we take for granted. They make it possible to have fne dining, great arts and interesting shopping. They will infuence our home values and they are often the future donors to the many nonproft organizations we have in the Lowcountry.

It is time for us to realize that if we stay on the current path, the economic rebound will be slow and painful. For far too long we have lived of our goodwill and taken things for granted. Individual interests have been put before the general interest. For those of you who are anti-development, I say you are wrong. The right kind of carefully planned development and the rejuvenation of what we have will increase the quality of life and wealth for all of us.

It is time for business owners, community leaders, government ofcials, the chamber, the CVB, city planners and citizens to work together toward one vision to ensure the future prosperity of the place we call home. Hilton Head is a special place and we can do a better job of preserving its uniqueness, and make it not just a nice place, but an outstanding community.

As for our neighbors in Blufton, it’s fair to say that if Hilton Head Island thrives, so goes Blufton. That town has its own unique character, but the initial magnet that brings new residents to the Lowcountry is very often Hilton Head.

Southern Beaufort County did not get its own bailout, but there are many things we can do together to positively stimulate the economic environment in the Lowcountry. I will keep you posted once concrete suggestions or actions come about. In the meantime, I urge you to get involved. E-mail me at mfrey@freymedia.com with your suggestions and ideas. Agree or disagree with my statements — anything is better than being silent and passive.

As a starting point, we need to agree on a vision. Here is a suggestion:
“Hilton Head Island seeks to be the most sought-after small community and resort destination on the East Coast, creating a positive and diverse environment for all its citizen and visitors to enjoy, where nature and people live in harmony.”

There is no such thing as “a” community; “we” are the community.

CEO Marc Frey, Frey Media
mfrey@freymedia.com