The Greenville Convention & Visitors Bureau recently invited couples from Atlanta to see Greenville and the Upcountry on a unique level - a Back Stage Pass experience. This groundbreaking program was developed to captivate a new niche market for leisure travel to Greenville. Over two recent weekends, pre-selected couples were invited to make the short 2-hour trip to Greenville for a weekend full of adventure, arts and first-class dining.

Throughout the weekend, Greenville's best was put on display including area hotels, fine dining establishments and area attractions. A full day of exclusive outdoor-related excursions were offered including a thrilling day at the BMW Performance Center, a relaxing boat trip around Lake Jocasse or a guided hiking experience in the Blue Ridge Mountains. A behind the scenes tour of the Andrew Wyeth and Jasper Johns exhibits at the Greenville Country Museum of Art concluded the weekend activities.

Through recent leisure travel studies conducted by Randall Travel Marketing and Tourism Development International, the CVB gained insight on a new niche market for leisure travel - empty-nest couples in Atlanta seeking a weekend getaway, combining in-town amenities, shopping, dining and the arts with outdoor adventure. The close proximity of Greenville's downtown and the surrounding Blue Ridge Mountains creates a unique travel experience for visitors seeking this combination.

With this trend in mind, the CVB decided to conduct a primary research study to learn more about how well Greenville's leisure travel product fits the interests and expectations of this market. The CVB teamed with MarketSearch, a market research firm based in Columbia, S.C., to conduct the study, which involved recruiting the Atlanta couples to spend a weekend in Greenville and then surveying them about their experiences.

"It is certainly a unique and creative approach to attracting leisure visitors," said Fenton Overdyke, Vice President of MarketSearch. "As a brand, Greenville is known for its vibrant business community, but it is not really thought of as a leisure tourism destination."

Asked about the impact of the study, Overdyke said, "The results speak for themselves."

One of the study's findings: Having experienced Greenville, 100% say they are likely to think of Greenville as a weekend getaway destination and would recommend visiting Greenville to friends and family. Prior to their Back Stage Pass experience, only 15% said they were likely to think about Greenville as a destination for a long weekend getaway. The feedback and responses that the CVB has received is overwhelmingly positive. Four of the couples who attended the Back Stage Pass weekends have already returned to Greenville for a weekend visit, some with friends in tow.

The CVB is pleased with the results and elated with the new perspective that this project has provided. Back Stage Pass is a unique word-of-mouth marketing strategy that has proven to be a powerful tool in establishing Greenville as a preferred weekend getaway destination for Atlanta's empty-nesters. The concept is the successful first step in capturing this new audience. The CVB is reviewing ways to aggressively step up the new word-of-mouth strategy. In order to move forward with the new program, the CVB will be seeking additional marketing funding on both the local and statewide levels within the business and travel communities.

What are the Atlanta couples saying about Greenville?

"I've already told family and friends what a gorgeous downtown area Greenville is to be centered around the river and it's beautiful waterfalls. I've told them how beautiful the parks are, the walkways that wind around the parks, the beautiful plantings and stone walkways and brick streets. Everything is so convenient and well kept. I loved seeing the little cast mice along the store fronts. I told them how beautiful Lake Jocasee is and how I would love to spend more time in the area exploring."

"Beautifully restored town only 2 hours from Atlanta that has wonderful shopping, restaurants, arts & crafts, music, outdoor activities, and lodging."

"Great escape from the hassles of life in the big city. Like taking a trip to Fantasy Island. Relaxing atmosphere, great dining, friendly people and a chance to experience nature at its best."

"I have already told everyone to get 2 hours out of Atlanta, head to G'ville for fine dining, safe, wonderful, almost European walking and eating experiences in the downtown. Easy parking, wonderful food and friendly shopping. Excellent museum, ease of public transportation, or walking, lovely downtown parks … Super friendly, down-home people who are proud of a city's growth."

Click here to access a full Back Stage Pass results report.