18-04-2025
Behind the Menu: What's feeding the Pee Dee's growing hospitality industry and food scene?
FLORENCE, S.C. (WBTW) — The Pee Dee region is becoming quite the food destination, with new developments growing the hospitality industry and recent events gaining national exposure in both Florence and Darlington.
So, what's feeding the industry? Michael Miller, president of the Greater Florence Chamber of Commerce, shared this answer.
'People moving in, people passing through, it's created this energy and synergy, if you will, for new restaurants to open,' he said.
It's the kind of activity that longtime residents and entrepreneurs like Tim Norwood never stopped building on and working toward
'It's so gratifying to see our community get recognized, and so much of being in a rural town, we are under-appreciated, and not only by everyone else in the state, but a lot of times under-appreciated by our own citizens,' Norwood said.
Norwood, a business owner and investor who believes in raising the bar so others can believe in the importance and see the city of Florence's potential, is one of the founders of the Florence Food and Wine Festival.
'Charleston has one, Columbia has one, Greenville has one, and Miami has one, and we said we can do this,' he said. 'We are not any different from these other places. We just have to put the time and commitment, and resources together and make it happen.'
Six years ago, the festival started with 60 attendees and has now grown into a huge success. Four years ago, James Beard awardees 'The Lee Bros.,' — Matt and Ted Lee — were brought on board from Charleston to produce and host the festival.
This year's event Took place last month.
'That has brought a whole new dynamic and national exposure to the region,' Miller said. There were those naysayers that said it can't be done, but it was, and it continues to grow year after year now.'
Miller said the exposure has people seeing Florence in a different light, resulting in economic development that contributes to growth across the board.
'Twenty-five years ago, we didn't have an Olive Garden,' he said. 'We didn't have all those restaurants that you would expect in a community our size.'
He said restaurants are now a percentage of the total employment being well above 10% for the area.
'It snowballed, slow at first, and now has grown into this huge success,' Miller said.
Just west of Florence, the city of Darlington has also been getting some national attention recently.
Earlier this month, the Food Network filmed 'The Great Food Truck Race' in Darlington, and for part of the event, local businesses partnered with food trucks to dish out local flavors.
'It's pretty exciting to have the Food Network out here,' said Olivia Ridgill, owner of Joe's Grill. 'That's very good for Darlington. It's putting us on the map, showing you what kind of good food we have to offer here in Darlington.'
Ridgill took over ownership of Joe's Grill seven years ago. She said discussions about a second location are in the works, but there is nothing to announce just yet.
'We need a little more culinary like downtown Florence, you know, a fancy restaurant on the square, something a little bit more, fine dining,' she said.
Expanding people's palates, Norwood and his business partner, two-time James Beard award nominee Chef Elliott Moss, became the new owners of Seminar Brewery in March, adding to the title Elliott's BBQ Lounge.
'This is all about enhancing the quality of life and providing comfort that Florence is a great place to move to, to live in, to grow in, and to be part of it,' Norwood said.
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Adriana Cotero is News13's weekend evening anchor and a morning reporter. She joined the team in July 2023 after working in the island of Guam. Adriana is from Saline, Michigan, and graduated from Central Michigan University. Follow Adriana on Facebook, X, formerly Twitter, and Instagram and read more of her work here.
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