BMW plans could boost recruitment in Upstate

By Trevor Anderson
Published: Wednesday, March 12, 2008

Good news travels quickly. And Upstate business leaders are already musing on economic development opportunities that may well follow BMW's announced expansion of its Spartanburg County plant.

On Tuesday, Upstate Alliance, the organization formed in 2000 to market the Upstate and foster economic growth, held its annual meeting at the Zentrum on BMW's campus near Greer, the same building where on Monday the German automaker revealed its plans to invest $750 million to increase manufacturing space and add 500 full-time workers by 2012.

While Upstate Alliance had given no specifics about how it plans to use BMW's expansion, the previous day's announcement was a prevalent topic in discussion of the organization's future goals.

"Anytime you have an expansion of this magnitude, it's going to help economic development efforts," said Craig White, chairman of Upstate Alliance. "No matter where we go - whether it is trade shows, conferences and what have you - it's going to be a topic of conversation. We definitely want to use it to benefit us."

White said BMW's worldwide brand recognition primarily will give the Upstate more muscle to claw away companies and high-income jobs from competing communities around the globe.

"Any time you have economic development news like that, it makes their (Upstate Alliance's) job that much easier," said BMW spokesman Bobby Hitt, who also serves as secretary for Upstate Alliance.

Jennifer Noel, Upstate Alliance's vice president of marketing, said BMW's plans will legitimize at least one marketing campaign the organization is working on this year.

Last week, Upstate Alliance, along with BMW Charity Pro-Am organizers and Erwin-Penland marketing agency, announced its "I Was Blown Away" advertising campaign. More here.