Candy Clapp
Downtown Markting and Events Manager
City of Rock Hill Economic
and Urban Development
How Long Have You Been With The City Of Rock Hill?
I was initially hired by the City of Rock Hill Parks, and Tourism Department as the Marketing and Tourism Coordinator in 1997. In 2004, I was recruited by the Economic and Urban Development Department as the Downtown Manager. Once we started getting more restaurants and retail growth, we needed to focus on generating more events to bring critical mass to downtown. EUD then created a new position for me as the Downtown Marketing and Events Manager.
How Did You Get Into Your Current Career?
Within a month after graduating from UNC-Chapel Hill, I moved to Los Angeles and landed a job as a writer’s assistant to The Tim Conway Show. From there, I was hired by the Executive Producer’s of the hit TV Show “Three’s Company”, where I eventually wrote scripts. This is where I learned how to target an audience and the importance of listening and learning from your audience. Often times, a joke we thought was great went over the audience’s head. But, I think it was my tenure at Creative Artist Agency that developed my business acumen. We represented everyone from Tom Cruise, Paul Newman, Robert Redford to Madonna and Prince. There were 40 million dollar deals being negotiated. It was there that I learned entertainment is a ‘business’.
What’s played an important role in your job:
You have to do market research, you have to develop sound strategies and you have to fight for what you believe in and then you have to sell it. You may not always wind up with a hit, but if you do your homework, if you engage in specific strategies to reach your objectives, and you do it in a fresh, creative way that will sell your audience, history proves that good entertainment generates a significant economic impact.
What Are Some Of Your Toughest Challenges These Days?
To limit the number of ideas I have. I love new ideas and creating something with promise, but there are only so many hours in a year. I have to maintain and continue to build new excitement into festivals and events that are successful. So, I have to be very selective in adding a new event as I just don’t have the staff and resources to take on many new events at this time.
What kind of advice would you provide to women who want to pursue a similar career?
The tendency is for people to think Event Management is a fun career. They would be right. But, they also need to really understand that events are a lot of work. It requires a lot of multi-tasking in a high pressured environment with extremely long hours and includes a lot of grunt work. A person considering Event Management also needs to realize that some things are not in your control, with weather being the No. 1 culprit. The sun came out after a week of rain at our first “St. Patrick’s On Main” which was on a Tuesday night in March. We ran out of everything and had three times the number of people than expected. But a two hour rain storm prior to an outdoor concert can destroy audience motivation just as quick. Even though the sun may come out, the storm drowned their enthusiasm and their decision was made to stay home. Even at indoor events, there are always things that looked right on paper, but in reality simply don’t work.
You have to adapt...quickly. Then, assess the problem, determine a solution and do whatever it takes to make it work with what you have, right then! People won’t wait and the problem won’t go away without action. But, when all your long hours of planning do work and the event is a success, there’s nothing like it. It’s what draws actors to the stage. The sound and sight of people enjoying themselves. For that moment, you were instrumental in making people have a good time or enjoy a moment or new idea. You made a difference.
How Do You Measure Your Success (professionally)?
The strategy of each event may be different. It’s not always about the number of people that attend. For example, it can be about changing a perception. The BooHaha is a safe alternative to trick or treating. One of the underlying strategies for that event to build the perception is that downtown is a safe place - which it is. Bringing in The Marshall Tucker Band in August to play in the Old Town Amphitheater is about changing Rock Hillians’ perceptions that in order to get high quality entertainment you have to drive to Charlotte. You can get it right here in Old Town. And, it’s not just the quality of band. We are bringing in the total package - a professional stage with first class sound and light show that is demanded by regional and national touring artists. But, until people see it and hear it for themselves, right here in Rock Hill, their perception may not be changed. New events take time to build.
How Do You Balance Work and Play?
For the last few years I have not done a very good job of that. For me, I really enjoy working on creative ideas. It’s hard for me to turn my mind off. I lost both my parents this year and I’ve had to really look at making adjustments in my life to achieve a better balance. I’ve had to give up some things I really loved because I had simply run out of time for play and relaxation. I’ve had to learn to say ‘no’, which I don’t like to do. I want to do it all, but in reality you can’t continue on that course or you will burn out.
What Do You Enjoy Doing To “Rejuvenate” After A Long Day Or A Long Week?
My favorite way to rejuvenate is to saddle up my Tennessee Walking horse and ride at the Anne Springs Close Greenway. I just enjoy being out in nature and leaving the rat race and my cell phone behind.