For many, Broad River Road is more than just a thoroughfare. It’s the part of town where they grew up, where they raised their own families and where they continue to reside in tight-knit communities next to lifelong neighbors.
One of Columbia’s first and oldest suburbs, the Broad River Road corridor celebrated a milestone Monday night when Richland County premiered a logo and slogan intended to help revive the area’s character. The logo unveiling ceremony at St. Andrews Park featured elected officials, community members and business owners and drew focus to Richland County Councilwoman Joyce Dickerson, who is leading the Broad River Road rebranding campaign.
“This corridor is my home, and it has my heart,” said Dickerson, the representative for District 2, which includes a majority of the Broad River Road area. “I want to make sure this community is united, clean, safe and vibrant.”
The logo centers on the recognizable Broad River Bridge and the Broad River itself and includes the slogan “Broad River Road: It’s a Neighborly Place.” The colorful image will soon be spotted throughout the area on light poles, gateway signage and other points of interest.
The new logo stems from the Broad River Road Corridor and Community Master Plan, which was adopted by County Council in 2010 and outlines ways to revitalize the Broad River Road area while maintaining the character of its surrounding neighborhoods.
The initiative is similar to the rebranding effort the County spearheaded for Decker Boulevard, now known as the International Corridor, in District 8.
“Identifying the common characteristics of a neighborhood and drawing attention to what’s really at the heart of it can help instill a real sense of unity,” said Councilman Jim Manning, representative for District 8.
Manning saw the variety of international businesses along Decker Boulevard and understood that celebrating multiculturalism helped give the area an identity.
“The effects of recognizing Decker Boulevard as ‘the International Corridor’ have been positive over the years,” Manning said. “I think it gives the residents and businesses there a deeper sense of home, connectedness and even resiliency.”
Dickerson hopes the Broad River Road rebranding will strengthen the area’s family and community ideals.
“We can use this branding to help make a difference and welcome the types of family businesses that we want to see flourish in our neighborhoods,” she said.
Richland County’s Neighborhood Improvement Program kicked off the corridor’s rebranding campaign last year with a series of meetings to get public input about what the area means to those who live there. Many residents suggested ideas for the logo and slogan, most of which placed emphasis on people and their neighborhoods.
“I’ve lived here since 1967,” said St. Andrews resident Ann Dawson. “Having a logo, this identity, now gives us a better sense of importance and community. Some of us have come and gone over the years … but this is a community of family and good neighbors.”
Councilmen Seth Rose, District 5, and Paul Livingston, District 4, also represent areas along the Broad River Road corridor.
“We took a comprehensive approach to the master plan for Broad River Road,” Livingston said. “We considered the quality of life, the kinds of businesses we want to welcome here, and that we want our neighborhoods to be safe and clean. This logo is just the beginning.”
The Broad River Road corridor is home to several schools, Riverside Golf and Recreation Center, St. Andrews Park and Dutch Square shopping center, which was once a major hub of activity in Columbia. The area has endured periods of growth and prosperity over the years as well as decline and transformation.
“This logo is a great step forward for the Broad River Road corridor,” Dickerson said. “We are serious about where we live, and we are serious about our community.”