Alan works in a … Pedro's Pleasure Dome is a swimming pool inside "a junkyard version" of a geodesic dome. As it adjoined the North Carolina counties, which were dry of alcoholic beverages, business boomed. The name comes from the attraction’s location – it’s located in Dillon, South Carolina, immediately south of the border between the Carolinas. II. Schafer manipulated geographic, political, and social boundaries from that moment on and built his roadside empire, an archetype of the Newer South. Our trademark has always been a value-oriented service ~ we provide a clean, safe & fun environment for travelers of all types to visit on their way to or from the southeast. As the story goes, Alan Schafer began drinking Blenheim Ginger Ale as a youngster and fell in love with that spicy heat and homemade flavor. South of the Border originally started in 1949 as a beer stand in an otherwise dry county. Owner Alan Schafer began adding in kitschy Mexican trinkets to his offerings from a trip down south. Business was steadily expanded with Mexican trinkets and numerous kitschitems imported from Mexico. Richard Schafer, chairman of South of the Border and the son of founder Alan Schafer, says the company has experimented with other forms of advertising. The entire motif of South of the Border can be described as intentionally campy. South of the Border continues Schafer’s tradition of matching every contribution. Blenheim Ginger Ale is owned by the Schafer family, who also own South of the Border. It employed over 700 people. Located just south of the North Carolina border near the South Carolina town of Hamer, South of the Border has long captured the attention of travelers on U.S. Highway 301 and Interstate 95. Directed by Jesse Berger, Nate Mallard. In 1949 SOB founder Alan Schafer established the South of the Border Beer Depot along what would eventually become the the I-95 corridor, just south of the North Carolina border. South of the Border originally started in 1949 as a beer stand in an otherwise dry county. He always said the secret to his longevity was in Blenheim Old #3’s fiery kick which matched his own fiery passion for life. South of the Border is known for its roadside billboard advertisements, which begin many miles away from and incorporate a mileage countdown to the attraction itself. A nationwide marketing campaign followed, spreading the Blenheim Ginger Ale sensation from a sleepy little South Carolina town to a national phenomenon that continues to grow today. From there, the Pedro mascot developed. He is a shrewd senor named Alan Schafer who 29 years ago built a beer joint out of cement blocks hard by the border of a "dry" North Carolina county. The rest area contains restaurants, gas stations, a video arcade, and a motel, and truck stop as well as a small amusement park, a mini golf course, shopping and fireworks stores. It employed over 700 people. [19], Coordinates: .mw-parser-output .geo-default,.mw-parser-output .geo-dms,.mw-parser-output .geo-dec{display:inline}.mw-parser-output .geo-nondefault,.mw-parser-output .geo-multi-punct{display:none}.mw-parser-output .longitude,.mw-parser-output .latitude{white-space:nowrap}34°29′52″N 79°18′35″W / 34.49778°N 79.30972°W / 34.49778; -79.30972, Learn how and when to remove this template message, http://www.thesouthoftheborder.com/2010/08/11/reptile-lagoon-south-of-the-borders-newest-attraction/, "This S.C. roadside attraction is garish, tacky and un-PC — but I stopped anyway", "In College: Bernanke once had job at South of the Border", "South Carolina's South of the Border survives modern times", "7 Controversial & Offensive Tourist Attractions In The U.S.", "Eastbound & Down Review: "Chapter 18" (Episode 3.05)", Photo Gallery and Fun Facts about South of the Border, https://en.wikipedia.org/w/index.php?title=South_of_the_Border_(attraction)&oldid=1002057561, Buildings and structures in Dillon County, South Carolina, Tourist attractions in Dillon County, South Carolina, Wikipedia infobox amusement park articles without coordinates, Articles needing cleanup from January 2016, Articles with close paraphrasing from January 2016, Creative Commons Attribution-ShareAlike License, This page was last edited on 22 January 2021, at 17:04. The Peddler Steak House, open for dinner only, serves charcoal-fired steaks, prime rib, chicken breasts, savory seafood & hearty salads. His marketing prowess is legendary, turning “The Border” into a one of America’s most fabled road trip destinations. He was 87. At one time, with 700 working there, it was the largest employer in Dillon County, South Carolina. In 1962, South of the Border expanded into fireworks sales, potenti… [8], Over the years, the billboards with messages some considered racist and offensive changed to become tamer while still retaining the same tongue-in-cheek tone. The beer distributor Alan Schafer (1915– 2001) opened a one-room beer depot on the border in January 1950 to sell beer to dry Robeson County, North Carolina. Alan Heller Schafer was the man behind each of the 250 billboards. In 1954, Mr. Schafer added 20 motel rooms. In the mid-to-late 1940s, a North Carolina county bordering South Carolina changed its alcohol licensing laws, limiting sales. Alan Shafer had spent a lifetime enjoying South Carolina’s only native soft drink, and was determined that it wouldn’t disappear. At Alan Schafer’s death in 2001, the South of the Border entertainment complex covered 350 acres and included five restaurants, fourteen stores, 300 motel rooms, a campground, an indoor miniature golf course, two fireworks outlets, and hundreds of larger-than-life … The site itself also began to expand to include a cocktail lounge, gas station and souvenir shop and, in 1954, a motel. Without prohibition there would be no South of the Border. Mr. Schafer steadily expanded his offerings. Business was steadily expanded with Mexican trinkets and numerous kitsch items imported from Mexico. Schafer seized the opportunity by setting up a beer stand not far from the South Carolina state line. In 1949 businessman Alan Schafer had the idea of opening a beer stand just below the North Carolina border, giving the business its name. [4][13][12][15] P. Nicole King described Pedro's image as a "southern Jewish guy in brown face" that was perhaps made, partially, in Schafer's image. South of the Border was developed by Alan Schafer in 1950. And it had a value of over 50 million dollars. [14] Pedro has likewise been referred to as culturally offensive, politically incorrect or racist. DILLON, SOUTH CAROLINA- South of The Border, a Mexican themed tourist attraction, was founded in 1950 by Alan Schafer, and has been known as a cultural destination for almost seventy years. Site by INKHAUS. Mr. Schafer, 82, is sitting in a … So Alan Schafer, owner of Schafer Distributing and a beer wholesaler just over the state line, erected a pink, cinder-block stand in Hamer, S.C., and named it South of the Border Beer Depot. One of his biggest passions was his favorite soda, Blenheim Ginger Ale. 346 reviews of South of the Border "Anyone who has driven the I-95 corridor within three hundred miles - in either direction - of Dillon is aware of South of the Border, so named due to its location just below the line that divides the Carolinas. Alan Schafer, owner of Schafer Distributing, built the store to serve the people just over the border in North Carolina where there were prohibitions on the sale of alcohol. [4][12][13] Minstrel shows were still popular in Dillon County in the 1940s and 1950s, at about the time Pedro was created and P. Nicole King argues Pedro embodies the way in which people exoticized Mexico or Mexicans at the time while also remaining intentionally campy. Alan Schafer The tale of Alan Schafer is as enormous as his famed South of the Border tourist attraction itself. He had founded South of the Border Depot, a beer stand, at the location in 1949 adjacent to Robeson County which was, at one time, one of many dry North Carolina counties. South of the Border was developed by Alan Schafer in 1950. Schafer made South of the Border a must-stop for tourists traveling I-95 or U.S. 301. S.C. Encyclopedia | Located just south of the North Carolina border near the South Carolina town of Hamer, South of the Border has long captured the attention of travelers on U.S. Highway 301 and Interstate 95.The beer distributor Alan Schafer (1915–2001) opened a one-room beer depot on the border in January 1950 to sell beer to dry Robeson County, North Carolina. Nicole King author of Sombreros and Motorcycles in a Newer South: The Politics of Aesthetics in South Carolinas Tourism Industry will be on hand to tell us about Alan Schafer and the significance of his legacy, including how he came to create both South of the Border and Confederateland. In fact, in 1949 when creator Alan Schafer opened his beer stand here and called it “South of the Border,” it was during a period when nearby Robeson County, North Carolina was a dry county. In 1949, Alan Schafer opened a small cinder block building he named the South of the Border Beer Depot for the purpose of selling beer across the state line. There are areas that bring to mind the photography of William Eggleston, the cinematography of David Lynch, and the gas station art of Ed Ruscha. "South of the Border"ť was founded by Dillon-native Alan Schafer. In an Associated Press interview he said, “I was drinking Blenheim when I was a kid, about 75 years ago, and I didn’t want to see it go down the drain.” He purchased the company in 1993, and soon after realized the archaic bottling plant would not meet his high standards, so he built a massive new warehouse and production facility behind his office at South of the Border to oversee the Blenheim project personally. South of the Border opened in 1949 as a beer stand started by a Mr. Alan Schafer. "Since Alan Schafer died, South of the Border has been like a chicken with its head cut off," Mallard said. [3], South of the Border was developed by Alan Schafer in 1950. South of The Border started as a small depot and beer stand. In 1949, Mr. Alan Schafer built a 18x36 foot beer stand he named "South of the Border Beer Depot" because the adjacent North Carolina counties were dry. (To visit some of the souvenir shops, one must cross the four-lane state highway that divides South of the Border and brings the autos off the interstate into the heart of Alan Schafer's kingdom. Alan Schafer’s died in 2001. Alan Schafer, the man who created one of the greatest tourist traps in history, died on July 19 from leukemia at age 87. DILLON, SOUTH CAROLINA- South of The Border, a Mexican themed tourist attraction, was founded in 1950 by Alan Schafer, and has been known as a cultural destination for almost seventy years. South of the Border was developed by Alan Schafer (1914 – July 19, 2001), who founded a beer stand at the location in 1949. South of the Border was developed by Alan Schafer in 1950, which was before the Interstate went through. The stand did just fine as an oasis for travelers from dry counties in North Carolina, but Alan Schafer turned his thriving family business into much more. Schafer bought the location in Dillon County, South Carolina, in 1949 It continues to evolve. Later he added a 10-seat grill and named it "South of the Border Drive-In". A Washington Post review says, "[F]lashing signs ... throw technicolor pink and green and blue onto every surface. From there, the site expanded its space in 1954, adding a gas station, souvenir shop, cocktail lounge, and motel. South of the Border is located at 3346 U.S. 301 (at I-95), Hamer, SC 29547. Its mascot is Pedro, a caricature of a Mexican bandido. The beer distributor Alan Schafer (1915– 2001) opened a one-room beer depot on the border … And it's been this way for forty-five years. Alan Schafer’s died in 2001. [10], About 300 people, mostly local employees, work at South of the Border. [4][16] Schafer himself had previously dismissed criticism that Pedro is an unfair characterization of Mexicans arguing it's a light-hearted joke. Shortly after, Schafer built a small motel on the land and shortened the name to South of the Border. [8] In 1964 it was announced that the route for I-95 would pass right by South of the Border, and the facility would be next to two exits and within view of the highway. Ironically, this beer distributor owed a lot to local option prohibition. So Alan Schafer, owner of Schafer Distributing and a beer wholesaler just over the state line, erected a pink, cinder-block stand in Hamer, S.C., and named it South of the Border Beer Depot. The Peddler Steakhouse, the nicest of the restaurants, is shaped like a sombrero, while the Mexican-themed Sombrero restaurant is not, though its décor includes sombreros, cactus and terra cotta, with lots of lime green. In the mid-to-late 1940s, a North Carolina county bordering South Carolina changed its alcohol licensing laws, limiting sales. Schafer continued to deny his attraction was racist, citing the fact that he was known for hiring African Americans, and even helping them to vote, and standing up to the Ku Klux Klan. historical beginnings, while moving into the future with new creations and an expanding operation to ensure Good Ole’ Blenheim will be around for all to enjoy for a very long time. South Of The Border is one of those tourist traps that's so delightfully kitschy and campy (and dare I say, tacky?) All of the hundreds of SOB billboard slogans are his creation. Telephone: (843) 774-2411. Schafer's $40 million business started 51 years ago as a tiny beer stand just south of the North Carolina border. [10], Initially, Schafer only employed sombreros and serapes to advertise South of the Border. South of the Border was developed by Alan Schafer in 1950. In 1949, Mr. Alan Schafer built a 18x36 foot beer stand he named "South of the Border Beer Depot" because the adjacent North Carolina counties were dry. In 1949 businessman Alan Schafer had the idea of opening a beer stand just below the North Carolina border, giving the business its name. A few years later a 10-seat grill was added and the business was re-named South of the Border Drive-In. South of the Border is an attraction on Interstate 95 (I-95), US Highway 301 (US 301) and US 501 in Dillon, South Carolina, just south of Rowland, North Carolina. That man was Alan Schafer, who began his rise to roadside immortality in 1950 with a simple beer stand. The stop has since fallen on hard times as more modern hotel areas have grown along I-95. Schafer bought the location in Dillon County, South Carolina, in 1949 Schafer also worked at South of the Border, where he served for a time as President. 346 reviews of South of the Border "Anyone who has driven the I-95 corridor within three hundred miles - in either direction - of Dillon is aware of South of the Border, so named due to its location just below the line that divides the Carolinas. South of the Border expanded from there in the following years. Schafer was the promotional genius behind South of the Border, I-95's most prominent vacation stop. South of the Border's emergence as a vacation destination happened by accident, Alan Schafer says. It has been welcoming travelers ever since. Generously supported by the Grandchildren of Harvey M. and Lyn P. Meyerhoff Philanthropic Fund. He often worked at night and slept with a pen and notepad on his night table so he could capture the ideas whenever they came to … He had founded South of the Border Depot, a beer stand, at the location in 1949 adjacent to Robeson County which was, at one time, one of many dry North Carolina counties. When building supplies began being delivered to "Schafer Project: South Of The [North Carolina] Border," a neon light went on in his head. [11] Schafer went to Mexico because of his import business and came back with two men he hired as bellboys, who people began calling Pedro and Pancho. Schafer also worked at South of the Border, where he served for a time as President. Facebook On Thursday morning, Mr. Schafer died after a long battle with leukemia. Alan Schafer opened South of the Border in 1949 as an 18×36 foot beer stand. [1] It is also home to "Reptile Lagoon", the largest indoor reptile exhibit in the US. So Alan Schafer, owner of Schafer Distributing and a beer wholesaler just over the state line, erected a pink, cinder-block stand in Hamer, S.C., and named it South of the Border Beer Depot. The entire motif of South of the Border can be described as intentionally campy. For more info, visit Blenheim Ginger Ale had flirted with big time success in the latter part of 80’s and gained quite a bit of national press from such media giants as journalist Charles Kurault and Playboy Magazine. South of the Border has been a landmark of the southeast for nearly 70 years, and we see no end in sight! South of the Border (SOTB) spends no less than $40 million a year attracting travelers into their roadside attraction. The South of the Border Beer Depot, as it was named, grew with the addition of a motel and after a trip to Mexico, Schafer gave his alcohol oasis a Mexican theme. In 1949, Alan Schafer opened a small cinder block building he named the South of the Border Beer Depot for the purpose of selling beer across the state line. Owner Alan Schafer began adding in kitschy Mexican trinkets to his offerings from a trip down south. Construction materials for the new business were delivered to “Schafer project: south of the border,” inspiring the name “South of the Border.” that it's actually iconic. [6][7] In 1962, South of the Border expanded into fireworks sales, potentially capitalizing on the fact fireworks were illegal in North Carolina. The surrounding North Carolina counties were dry so he did quite well for himself. Schafer manipulated geographic, political, and social boundaries from that moment on and built his roadside empire, an archetype of the Newer South. So Alan Schafer, owner of Schafer Distributing and a beer wholesaler just over the state line, erected a pink, cinder-block stand in Hamer, S.C., and named it South of the Border Beer Depot. South of the Border, dubbed America’s Favorite Highway Oasis, was founded by Alan Schafer in 1949. In 1949, Mr. Alan Schafer built a simple 18 x 36 foot beer stand known as South of the Border Beer Depot. Schafer made South of the Border … The site is a 350-acre (140 ha) compound that contains a miniature golf course, truck stop, 300-room motel, multiple souvenir shops, a campground, multiple restaurants, amusement rides, and a 200-foot (61 m) observation tower with a sombrero shaped observation deck. Pedro is an exaggerated, cartoon-like representation of a Mexican bandit. The location was popular because nearby Robeson County in North Carolina was dry — meaning alcohol sales were prohibited. He began to import Mexican [5][1][3] Business was steadily expanded with Mexican trinkets and numerous kitsch items imported from Mexico. That man was Alan Schafer, who began his rise to roadside immortality in 1950 with a simple beer stand. Generously supported by the Grandchildren of Harvey M. and Lyn P. Meyerhoff Philanthropic Fund. It is located at the intersections of I-95 and Hwy 301 in SC just south of the SC/NC state line. According to his sister, Evelyn Hechtkopf, Alan Schafer was a somewhat reclusive man who preferred to spend his time at South of the Border thinking of new ways to attract motorists. Shortly after, Schafer built a small motel on the land and shortened the name to South of the Border. In 1949, Mr. Alan Schafer built a simple 18 x 36 foot beer stand known as South of the Border Beer Depot. Later he added a 10-seat grill and named it "South of the Border Drive-In". At the time he was president, South of the Border had 300 motel rooms with indoor and outdoor swimming pools, a nine-hole golf course, a 100-site campground, six restaurants, 14 shops, an amusement park with miniature golf, and a full-service gas station with a car wash. Nicole King author of Sombreros and Motorcycles in a Newer South: The Politics of Aesthetics in South Carolinas Tourism Industry will be on hand to tell us about Alan Schafer and the significance of his legacy, including how he came to create both South of the Border and Confederateland. It is so named because it is just south of the border between North Carolina and South Carolina, and was the half way point to Florida from New York in the early days of motor travel. [4] The site itself also began to expand to include a cocktail lounge, gas station and souvenir shop and, in 1954, a motel. lenheim’s philosophy is to preserve the rich heritage and family tradition of making an old-time ginger ale that has captured the heart of South Carolina and the many visitors to our state since the 1800’s ur product will always remain pure and true to its American storyteller, radio and TV personality, Jean Shepherd began his TV movie, The Great American Fourth of July and Other Disasters, with a trip to South of the Border. Melissa Mahoney It's located in the town of Dillon where highway routes I … "[3] Numerous large statues of animals such as dolphins, horses, dogs, gorillas and dinosaurs can be found. [2], Architectural features include "a Jetsons-esque starburst chandelier"[3] in the lobby and Mimetic. At that time, eight million travelers a year were stopping at South of the Border. The 350-acre tourists stop along I-95 features arcades, motels, gas stations and fireworks stands. Alan was the owner of Schafer Distributing Company and a Miller High Life wholesaler and was well off financially. For more info call 1-800-270-9344 or email: info@blenheimgingerale.com ©2009 Blenheim Bottling Company. Founded by Alan Schafer in 1949, the stand was established to serve people living in a dry country in North Carolina, just above the border. He could no longer distribute beer north of the state line, but buyers could drive a few miles south and purchase what they pleased at the cinderblock shack Schafer built in 1949, painted pink and dubbed “South of the Border Beer Depot.” 'South of the Border is a mammoth, sprawling tourist-trap empire built in 1949 by a legendary South Carolina entrepreneur and politician, Alan Schafer. They stretch from Daytona Beach to New Jersey to lure motorists to his South of the Border tourist attraction. source: post and courier Long before it was a tourist trap worthy of national mention, South of the Border was just a beer stand called South of the Border Beer. No destination or sentiment is too small to be blared out in bright orange. In 1949 SOB founder Alan Schafer established the South of the Border Beer Depot along what would eventually become the the I-95 corridor, just south of the North Carolina border. The Story Behind South Of The Border. Most people aren’t aware that South Carolina’s BIGGEST and most well-known roadside attraction was started before Interstate 95 was constructed. His marketing prowess is legendary, turning “The Border” into a … As it adjoined the North Carolina counties, which were dry of alcoholic beverages, business boomed. This shrewd act of foresight ultimately resulted in today’s South of the Border tourist complex. Our neighbors to the north could easily pop over the border and back home with plenty of cold beverages for their fridge. In 1954, Mr. Schafer added 20 motel rooms. South of The Border started as a small depot and beer stand. In 1949, Mr. Alan Schafer built a 18x36 foot beer stand he named "South of the Border Beer Depot" because the adjacent North Carolina counties were dry. Schafer seized the opportunity by setting up a beer stand not far from the South Carolina state line. All the major projects at SOB are conceived by him. The area is themed in faux-Mexican style. South Of The Border's unique success and appeal results from the foresight of one guiding genius, Alan Schafer. He stops at a fireworks market called Fort Pedro, which leads him into the story of the most memorable Fourth of July during his childhood in the fictional town of Hohman, Indiana. One man owns this place. [9] By the mid-1960s, South of the Border had expanded to include a barber shop, drug store, a variety store, a post office an outdoor go-kart track complete with other outdoor recreational facilities and the 104 feet (32 m) tall image of the mascot, Pedro. He had founded South of the Border Depot, a beer stand, at the location in 1949 adjacent to Robeson County which was, at one time, one of many dry North Carolina counties. He began to import Mexican The location was chosen as a convenient location for selling beer as it was located just over state (South of the North Carolina border) and county lines to a dry "alcohol prohibited" county adjacent to the north. "There's a power vacuum that hasn't been filled." And it had a value of over 50 million dollars. In 1954, Mr. Schafer added 20 motel rooms. Keeping pace with the times, they also have a website and blog, a Twitter feed and a Facebook … Developer Alan Schafer founded a beer stand called South of the Border Depot in 1949, at the site where South of the Border stands today. The full documentary is now available for purchase at gumroad. It started out as “South of the Border Depot” which was a beer stand that took advantage of its location next to a “dry” county. South of the Border is located at the intersection of I-95 and US 301/US 501 just south of the border between South Carolina and North Carolina. A look at the controversial man who created South of the Border, America's largest Mexican themed roadside attraction. [17] Today, all South of the Border employees, regardless of race, creed or color, are referred to as Pedro.[4][18]. "South of the Border"ť was founded by Dillon-native Alan Schafer. [3] Schafer eventually created Pedro, to add to the exotic element and theme of the attraction. Pedro South of the Border 3346 Highway 301 North (Interstate 95-U.S. 301-501) Hamer, SC 29547 Dillon County South of the Border is a traveling tourist's favorite stop. [4] He had founded South of the Border Depot, a beer stand, at the location in 1949 adjacent to Robeson County which was, at one time, one of many dry North Carolina counties. When Alan Schafer learned it would enter South Carolina near the junction of U.S. 301 and U.S. 501 and within the range of his current ventures, he began buying up land in the area. The scene later reveals they were actually robbing the gift shop at South of the Border and are now traveling in the United States. Later he added a 10-seat grill and named it "South of the Border Drive-In". A few years later a 10-seat grill was added and the business was re-named South of the Border Drive-In. He just wanted to sell some beer. In 1954, Mr. Schafer added 20 motel rooms. His affection for life showed in the way he met every day with a hard-working attitude that would not allow failure or mediocrity. The 135-acre entertainment complex is located in the Dillon County town of Hamer, a stone’s throw below the North Carolina-South Carolina state line. In 1954, Alan Schafer took a business trip to Mexico and ended up hiring two Mexican men to come work for him in South Carolina. The opening scene of Season 3, Episode 5 of Eastbound & Down shows characters Eduardo Sanchez Powers and Casper robbing a Mexican store leading the viewers to believe they were still in Mexico. The location was just below Robeson County in Hamer, South Carolina making it easy for the thirsty North Carolina residents to swing down for beer. When building supplies began being delivered to "Schafer Project: South Of The [North Carolina] Border," a neon light went on in his head. The tale of Alan Schafer is as enormous as his famed South of the Border tourist attraction itself. What sounds like a small-time operation actually was quite strategic: many of the counties over the North Carolina line did not allow in alcohol sales, making Schafer’s business a convenient location for residents from both states to grab a beer. At that time, eight million travelers a year were stopping at South of the Border. This shrewd act of foresight ultimately resulted in today’s South of the Border tourist complex. As anyone who has ever made the drive to FL knows, the SOTB 'Pedro says' billboards certainly help to liven the trip through the Carolinas. It started out in 1949 as an 18X36 beer stand named South of the Border Beer Depot, by the Owner, Alan Schafer. According to the official website: In 1954, Mr. Schafer added 20 motel rooms. From there, the site expanded its space in 1954, adding a … 19 Thoughts Every South Carolinian Has When They Stop At South Of The Border. With Dennis Butler, Laura Koser Christiansen, Kenny Cook Jr., Bill Coward. 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