South Carolina will take a different approach to marketing tourism once newly appointed state Parks, Recreation and Tourism Director Chad Prosser gets to Columbia.

The focus will shift from the branding of a statewide image to a more sophisticated strategy promoting each of the state's unique destinations, Prosser said Saturday, a day after Gov. Mark Sanford tapped him as PRT director. In this Cabinet-level position, Prosser takes over an agency that promotes tourism, the state's top industry, which generates $14.6 billion annually.

"There is no one-size-fits-all tool to promote tourism in this state," Prosser said. "It dilutes the importance when we try to be all things to all people.

"Marketing for Charleston is different than marketing for the Upstate or Myrtle Beach. Let's tailor programs to what each area needs."

Shifting the marketing gears is one of many of Prosser's ideas as he prepares to meet with the PRT staff Monday, then welcome about 500 tourism leaders to Greenville late next week for the annual Governor's Conference on Tourism and Travel. In between, he'll fill his role as Horry County Council chairman at Tuesday's meeting.

He assumes the PRT post during a crucial time economically and as Sanford aims to restructure government.

Prosser is quick to say he doesn't have any preconceived notions but wants to look at the agency's structure and try to better position and market tourism.

THE SUN NEWS | What will be your top priorities?

PROSSER | It's an interesting time to be entering this business, with the budget crunch and the economy. I want to make meaningful changes in PRT and educate people on the role tourism plays.

THE SUN NEWS | What are the meaningful changes you want to make?

PROSSER | No. 1, we need to have more of a focus on marketing and positioning our product. It begins with an honest look at our product. Quality of life is what we are selling. We need to work with the communities and local governments on how they can improve their product.

Downtown redevelopment can be a catalyst for positive change; creating economic centers. Look at the Vista in Columbia, downtown Charleston, downtown Conway.

We are a quality-of-life agency. We should play a role in defining and improving our product as well as marketing our product.

No. 2, we need to look at the agency and how it is structured. Parks are a big part of the agency, and we need to look at what the customers, the taxpayers, want. We need to look at the system as a whole.

But I'm not entering with any preconceived notions. I don't even know where my office is yet. I know where the building is, but I don't know where the coffee pot is.

THE SUN NEWS | You're jumping right in with PRT's annual Governor's Conference on Tourism and Travel starting Wednesday in Greenville. What will your role be in that conference?

PROSSER | It's good to have that right off the bat. It's a concentration of folks in the industry. I really want to hear what the drumbeat is and what they want.

It's like an annual check-up of the industry and finding out where we are at. I will not be rolling out any big initiatives; it will be more of a learning experience.

THE SUN NEWS | Gov. Mark Sanford also is scheduled to be at the conference ...

PROSSER | The governor understands completely the importance of tourism in our economy. He wants to enhance tourism as the engine of our economy. He has definite ideas about things he wants to see happen.

THE SUN NEWS | We keep hearing from Sanford about the government restructuring. What will that look like?

PROSSER | It's back to basics, taking another look at the mission of government. It's about changing the heart of state government to make it more efficient. Right now, it doesn't function well; it's inefficient.

THE SUN NEWS | How will that affect PRT? Is there talk of splitting parks and recreation into one area and tourism in another?

PROSSER | There is some linkage in those areas. We have to take a look at the agency and how it is structured. ... I do think it is important, given this is the state's No. 1 industry ... that it have a Cabinet-level agency that is focused on tourism development.

THE SUN NEWS | Is this a political steppingstone to run for another office, possibly governor, some day?

PROSSER | I don't have any grand political scheme. I enjoy public service. This was the right thing for me to do at this time.

Beyond this, I don't know where it leads. There are more people interested in what I'm going to be doing in 10 years than I am.