COLUMBIA – On July 24, regional leaders from the Midlands Business Leadership Group (MBLG) and the River Alliance gathered at the Saluda Riverwalk to unveil 3RVRS, a new brand identity aimed at uniting and elevating the riverfront communities of Lexington and Richland counties, including the cities of Cayce, Columbia, and West Columbia.
The unveiling marked the culmination of a collaborative, multi-agency initiative to enhance the Midlands region through increased tourism and economic development. Developed by the Riverfront Brand Development & Review Team in partnership with creative agency Chernoff Newman, the 3RVRS brand is designed to complement existing local identities while creating a shared platform for growth.
“This is a brand built by and for this region,” said Lou Kennedy, CEO of Nephron Pharmaceuticals and Chair of MBLG. “It reflects the natural connectivity of our cities through the river and creates a flexible foundation for future storytelling, place-making, and activation.”
John McArthur, Chairman of the River Alliance, echoed the spirit of cooperation. “This initiative represents what’s possible when local governments, nonprofits, and business leaders align around a common vision,” he said. “3RVRS is more than a name — it’s a platform for shared progress.”
The initiative has received formal endorsements from both MBLG and the River Alliance, and local governments have voiced their support. One of the most ambitious elements of the project is the planned completion of 27 miles of connected waterfront trails, stretching from the Lake Murray Dam to the 12,000 Year History Park in Cayce. Once completed, it will be the longest continuous riverwalk of its kind in the region.
With the launch of 3RVRS, the initiative now enters its next phase: integration into tourism campaigns, regional events, and economic development strategies aimed at showcasing the Midlands’ natural beauty and interconnected communities.