Get Ready: Friday Night Lights Are Coming Back To Gaffney

In just three weeks, the lights will come on, the drums will echo through the stands, and the unmistakable rhythm of the Tomahawk Chop will be back. On August 22, high school football returns to Gaffney, bringing with it the energy, pride, and tradition that unites this whole community.

There’s really nothing like a Friday night at The Reservation. It’s more than a game. It’s a time when generations come together, classmates, neighbors, and friends all sharing the same passion. It’s where memories are made, legends are born, and the whole town rallies behind one goal: state championship number 19.

If you’ve ever been there, you know exactly what I mean. The crowd rises. The powerful opening notes of 2001: A Space Odyssey start to build, filling the air with intensity and anticipation. Then, through smoke and fireworks, the Indians burst out of the tunnel and onto the field. It’s a spine-tingling tradition that gives you goosebumps every time.

I stepped away from WZZQ’s Gaffney Indians Football broadcasts prior to the 2023 season, closing an incredible chapter that spanned 22 years and 268 games on the radio crew. Add in my years in print journalism, and I had the privilege of covering the Tribe for 29 seasons and 364 games. What a journey it was, full of memories I’ll always carry with me.

Even though I’m no longer roaming the sidelines or co-hosting the Tailgate Show for WZZQ each fall, the excitement of Friday nights still finds me. The sound of pads hitting, the roar of the crowd, and the energy under the lights are all just as thrilling. I may not get to every game like I used to, since family time has taken a well-deserved front seat, but my heart still beats with every snap, every score, and every defensive stand.

So, here’s to Friday nights, fall traditions, and the next chapter in the incredible story of Gaffney football. It’s more than just games on the calendar, it’s the heartbeat of this community, the stories we share, and the pride we hold all year long.

Go Indians!

 

 

Still Proud, Still Present: Reflections from the Parade Route

For twelve unforgettable years, I had the privilege of representing Limestone University at the South Carolina Peach Festival parade. It was more than just a community event. It was a celebration of school pride, shared history, and the relationships that made both Limestone and Gaffney feel like home.

Every summer, the streets would fill with familiar faces. Students, alumni, and local families lined the sidewalks while our float rolled by, usually filled with some of our incredible student-athletes. There were always cheers, waves, and that unmistakable feeling that we were all part of something bigger than ourselves. I was proud to represent the University in those moments. Proud of our students, our staff, our mission, and the legacy we were building together.

This year felt different.

Without Limestone’s presence in the parade, there was a noticeable absence. I missed being part of the tradition, and I wasn’t the only one. It’s hard to put into words just how meaningful those shared experiences can be until they are no longer there.

Still, I remain incredibly grateful for the memories, the friendships, and the years of meaningful connection. Being involved in events like the Peach Festival has always reminded me why community engagement matters. It’s about more than visibility. It’s about showing up, supporting others, and staying rooted in the things that matter most.

In the world of marketing and communications, we talk a lot about branding, strategy, and outreach. But at the core of it all is something simple and enduring: people. Showing up for your community. Investing in relationships. Building trust through consistency, presence, and heart.

As I look back, I’m reminded that the most powerful stories we tell aren’t always found in press releases or polished campaigns. Sometimes, they unfold on Main Street, under the summer sun, in the form of a wave, a smile, and the steady rhythm of a parade that brings people together.

And those are the stories that stay with us.

Stronger Together: Building Results-Driven Agency Partnerships

Thinking about partnering with a digital marketing agency to boost enrollment or engagement?

Years of leading marketing and communications strategy in higher ed and beyond have taught me that agency partnerships are only as strong as the leadership behind them. Success comes from clear goals, consistent collaboration, and protecting the integrity of your brand at every step.

Here are some lessons learned from the field:

• Start with alignment. Make sure your internal teams (marketing, admissions, recruitment, etc.) are unified on goals before bringing in an agency. Internal clarity sets the stage for external success.

• Be an active collaborator. Treat your agency like a strategic partner, not just a service provider. Share insights, give timely feedback, and build campaigns together with purpose.

• Provide strong collateral. Your agency can only be as effective as the materials you give them. I was blessed in my most recent role in higher ed to have an incredible Creative Services Director who helped ensure everything we produced was outstanding, on brand, and effective. Roles like this are vitally important. Your team should supply updated brand assets, messaging guides, photography, and audience profiles so your agency can accurately reflect your identity.

• Prioritize behavior-driven content. Use data to guide how and where you engage. Responsive emails, targeted social, SMS, direct mail, and personalized landing pages make all the difference.

• Stay consistent during transitions. If you are changing agencies, keep your outreach going. Momentum matters, and consistency builds credibility.

• Hold the line on creative standards. Speed is important, but quality is non-negotiable. Every piece, whether digital or print, should reflect your brand’s identity and voice.

• Keep final approval in-house. Maintain oversight of all campaigns and materials before they launch. Your department should always have the last word to protect your brand and ensure strategic alignment.

• Refine your message with intention. A new agency partnership is the perfect time to reexamine who you are speaking to and how. Make sure your voice connects with the right audience, in the right way.

An agency can help you scale, but leadership must remain rooted in your strategy. Clear direction, high standards, and strong collaboration will always move the mission forward.

Strategic Communications Builds Credibility and Drives Connection

Effective communications is more than just messaging. It is the engine behind brand reputation, media visibility, and meaningful audience engagement.

Years of leading communications and media strategy in higher education and beyond have taught me that success comes from clear storytelling, consistent outreach, and strong relationships with the press.

• High-quality content is the foundation. Clear, strategic press releases and media outreach enhance visibility and strengthen brand reputation.

• Strong media relationships are essential. They expand your reach, ensure message control during times of crisis, and protect public credibility when it matters most.

• Write like a pro. In today's media environment, many newsrooms are understaffed and looking for well-written content they can run with minimal edits. Press releases written in Associated Press style are far more likely to be used as-is. If an editor has to rewrite it, it may get passed over. But if your release is clean and ready, it might just land on page one. It is always better to tell your story than to have someone else tell it for you.

• Every story should serve a purpose. Aligning messaging with marketing goals ensures that storytelling reinforces brand value and mission.

• Earned and owned media work hand in hand. Balancing traditional media coverage with direct communications builds authority while staying true to your voice.

• Volume and strategy must coexist. Producing and distributing hundreds of press releases a year requires discipline, structure, and purpose. Each release should be timely, relevant, and audience-focused.

• Organize with intent. Refined news platforms and categorized press releases improve user experience, highlight major announcements, and ensure consistent access to information.

Communications is not a support function. It is a strategic pillar that builds trust, advances your mission, and keeps your message clear and consistent in a noisy world.

In today’s fast-moving media landscape, the organizations that rise above the noise are the ones that communicate with clarity, consistency, and purpose. Strategic communications is not just about getting attention. It is about earning trust, reinforcing your mission, and building lasting relationships with the audiences who matter most. When you take control of your story and tell it well, you do more than inform. You lead.

The Higher Ed Campus Visit Experience Can Make or Break a Student’s Decision

In higher education, few touchpoints are more powerful than the campus visit. When done with intention, it can transform interest into enrollment.

Years of working alongside Admissions and Enrollment teams have shown me that an enhanced visit strategy is not just a nice addition. It is essential, and the Department of Communications & Marketing must play a vital role in shaping, promoting, and elevating every visit opportunity.

• Align marketing with recruitment goals. Campus visits are a key step in the funnel, so they must reflect your brand, support your messaging, and create emotional connection from the moment families arrive.

• Support recruitment events with purpose. From open houses and info sessions to private tours, every detail matters. Planning, promotion, and on‑site execution must work together seamlessly.

• Create custom materials for every audience. Tailored brochures, digital guides, and take‑home pieces help prospective students feel seen and supported.

• Engage parents with intention. Hosting parent‑specific activities, especially Q&A sessions with current student parents, builds trust and comfort. When families feel heard, they are more likely to see your institution as the right fit.

• Include families in athletic recruitment events. Not every student‑athlete will receive an offer, but the visit still matters. Many students who fall in love with the campus during a recruitment event may choose to enroll, even if they decide not to play a sport.

• Meet regularly with enrollment leadership. Collaborative strategy sessions help track what’s working, identify gaps, and spark new ideas.

• Build signature visit programs. Launch themed events, such as gatherings for students who have committed but not yet enrolled and events specifically for local and surrounding school districts. These signature events can attract new prospects while deepening engagement with committed students and community partners.

• Strengthen local partnerships. Relationships with school districts and guidance counselors open doors for dual enrollment and create valuable early connections.

• Make visits personal and actionable. A campus visit rubric helps tailor the tour experience, capture interests, and guide thoughtful follow‑up with students and families.

Campus visits should never feel routine. They are powerful storytelling moments, and when Communications and Admissions work together to create a thoughtful and immersive experience for students and families, they do more than showcase the campus. They plant the seeds of belonging, trust, and future enrollment.

No Gimmicks, Just Connection: Social Media That Actually Works

Marketing Teams in Higher Ed and Beyond: It's Time to Rethink Our Social Strategy.

Years of leading social media strategy in higher ed and beyond have shown me that success isn't about flashy trends. It's about content that truly connects with your audience.

If your college, university, or organization is still leaning heavily on expensive ads and outdated tactics, it might be time to rethink your social media strategy. A more focused and cost-effective approach can create deeper connections with today’s audiences, especially younger ones, and deliver better results.

Here’s what I have found to be working in higher ed and beyond:

• Prioritize Your Target Audience

Shift your strategy to engage your primary audience, whether that is prospective students, customers, or clients, while continuing to serve your existing community.

• Lead with Storytelling

Real stories resonate. Share testimonials, success stories, and authentic “day in the life” content to build trust and emotional connection.

• Be Visual and Video-First

Short-form, high-quality videos should be central to your plan. Platforms like Instagram Reels and TikTok are key to capturing attention and driving engagement among younger demographics.

• Engage, Don’t Just Post

Use interactive content such as behind-the-scenes footage, student or staff takeovers, live Q&As, or virtual tours to spark two-way conversations.

• Leverage Internal Talent

Reduce costs by empowering your team, ambassadors, or internal creators. Authentic, low-cost content often outperforms high-budget campaigns.

• Focus on Retention, Not Just Reach

Social media can build stronger communities. Promote events, highlight people, and celebrate shared values to deepen loyalty and improve retention.

Success in higher education and across industries is not about spending more. It is about connecting more effectively.

Let’s stay focused on authentic storytelling that inspires connection and delivers meaningful results.

More Than a Campus: Limestone’s Heartbeat in Gaffney

While recently looking through photos from past South Carolina Peach Festival parades and other community events, one thing stood out clearly: Limestone University was at the heart of it all.

Floats filled with students and athletes, familiar faces lining the streets, the blue and gold proudly on display. These images captured more than school spirit. They reflected a deep and lasting connection between Limestone and the community it served. Now, in the wake of the university’s closure, those same photos feel more poignant. What once felt like celebration now feels like a reminder of what has been lost. For generations, Limestone was more than a college. It was a source of pride, tradition, and opportunity. It gave local students a chance to stay close to home while pursuing something greater. It brought life to the town, supported small businesses, and served as both a cultural and economic anchor for Cherokee County. Limestone’s athletic programs, especially the five national championships in men’s lacrosse, brought national recognition and statewide pride. These wins did not just belong to the university. They belonged to the entire community. They placed Gaffney in the national spotlight and gave us all something to rally around. Beyond the victories, Limestone athletics brought tournaments, visitors, and a steady current of energy that fueled local tourism and strengthened the economy. In towns like Gaffney, small four-year colleges are more than educational institutions. They are engines of possibility. They provide jobs, inspiration, and hope. They help young people see a future without having to leave their roots behind. When one closes, it is not just the loss of a campus. It is the loss of a partner in progress and a vital part of the town’s identity. Limestone’s legacy will continue in the lives it shaped and the memories it created. But its closing should also serve as a wake-up call. Rural colleges play a crucial role in communities like ours, and when they disappear, the impact is felt far beyond the classroom.

Because when a college closes, it is never just the school that is lost. It is a piece of who we are.

Why the Bob Prevatte Statue Was at Limestone: A Personal Reflection

With the Bob Prevatte statue preparing to move to Gaffney High School, there have been some questions about why it was originally placed at Limestone University. The answer involves a decades-long friendship, a shared community vision, and an extraordinary act of generosity.

The statue was never just a piece of bronze. It was a tribute to a man whose influence extended far beyond the football field.

Now, as the statue moves to Gaffney High, it is coming home to where it truly belongs. This new location will allow Coach Prevatte’s legacy to continue inspiring the people and community he dedicated so much of his life serving.

A Legacy Rooted in Respect

Coach Prevatte played a pivotal role in the life of Jerry Richardson, who was one of his high school players in Fayetteville, North Carolina. Their bond endured over the years, built on mutual respect and lifelong gratitude. It was Prevatte’s recommendation that helped Richardson earn a football scholarship to Wofford College in 1954. That opportunity launched a journey that included college records, a professional playing career, and the eventual founding of the Carolina Panthers.

Richardson often credited Coach Prevatte for helping shape the person he became.

A Vision for Limestone

By early 2018, Limestone University had developed plans to honor Coach Prevatte as part of an athletic facility expansion. The hope was to gain support from Mr. Richardson for a project that would honor his former coach and benefit the broader Gaffney community.

On February 22 of that year, four representatives from Limestone traveled to Charlotte to meet with Mr. Richardson at Bank of America Stadium. The group included Vice President for Intercollegiate Athletics Mike Cerino, Assistant Athletic Director for External Relations Mike Smith, the university’s newly hired president, and me, in my role as Vice President for Communications and Marketing.

The plans had been shared with Mr. Richardson well in advance. During the meeting, he asked thoughtful questions and expressed genuine emotion about the proposal. It was clear that this project struck a deep chord. By the end of the conversation, he committed to supporting it fully.

His $4.1 million gift, the largest single donation in Limestone’s history, made the Bob Prevatte Athletic Complex possible. As part of that project, a statue was commissioned to honor Coach Prevatte. Sculptor Todd Andrews created an over eight-foot-tall bronze piece, depicting Prevatte kneeling on the sideline, a familiar and fitting image.

Relocation and Renewal

For several years, the statue stood at Limestone as a reminder of Coach Prevatte’s impact. When the university closed earlier this year, the Prevatte family asked that the statue be relocated to a place where it could continue to be appreciated by the public. That request set in motion a collaborative effort involving city leaders, school district officials, and community members.

The new home chosen was the current Reservation stadium off Twin Lake Road, the site of Gaffney High’s football program. While it is not the same location where Coach Prevatte once led the team, the spirit and tradition remain the same.

A committee that included community members Dennis Fowler, Cody Sossamon, and myself, along with Cherokee County School District officials, selected a site near the Booster Club Room. At the community’s request, the school board voted to name that area Bob Prevatte Plaza. Sossamon Construction generously offered to move the statue from Limestone to its new location at no cost to the district.

A Life That Reached Far Beyond Football

Coach Prevatte arrived in Gaffney in 1956 and quickly built a powerhouse football program. Over 14 seasons, he compiled a record of 119-29-11, won five state championships, and never had a losing season. He also coached baseball, led all-star teams, and was widely respected across the state.

But his influence went far beyond coaching. He served as a teacher, assistant principal, and principal, helping lead West Junior High through school integration in the late 1960s. His leadership during that time earned him deep respect and recognition as Teacher of the Year. In 1971, he joined Richardson at Spartan Foods and rose to Executive Vice President before retiring in 1987.

In 1993, Gaffney honored him by naming its original football field Bob Prevatte Field.

Now, with the statue returning to Gaffney High, the community has a renewed opportunity to reflect on what Coach Prevatte meant to this town and its people. This move is not just about honoring his coaching career. It is about preserving a legacy built on character, leadership, and service.

This story is about more than a statue. It reflects the lasting impact of leadership, humility, and service, and it shows how a community can come together to honor those who helped shape its identity.

This story is about more than a statue. It reflects the lasting impact of a great coach whose influence extended far beyond the game. His leadership, humility, and service left a deep mark on this community, and this moment shows how a town can come together to honor the values he embodied.

So many people have played important roles in preserving Coach Prevatte’s legacy. I am grateful to have been able to contribute in a small way alongside them. It is a privilege to support a legacy that belongs to everyone touched by his life and a man whose impact will be felt for generations to come.

The Importance of Athletics Tourism in Small Communities

In small towns across the country, college athletics does more than generate school pride. It brings people to town, fills hotels and restaurants, supports local businesses, and drives sustained economic activity. For communities without major tourist attractions or large-scale events, athletic competition can be one of the most consistent and impactful sources of outside revenue.

For years, Gaffney and Cherokee County benefited from this dynamic through Limestone University. The institution sponsored 23 NCAA Division II intercollegiate athletic teams, six of which competed at Saints Field. Those programs that played on Saints Field brought an estimated 25,000 to 28,000 visitors to the city annually.

Most Limestone student-athletes came from outside Cherokee County, meaning their families and friends traveled in to attend games. Visiting teams and their supporters added to that total, staying in local hotels, dining at restaurants, shopping in stores, and contributing to the local economy with every visit.

Limestone football alone drew between 15,000 and 18,000 fans each season. Other sports at Saints Field held more than 40 home games annually, not including postseason contests that brought additional regional and national attention. A prime example was the 2024 NCAA Division II Field Hockey Final Four and National Championship, which brought thousands of fans to Gaffney and generated significant exposure for the area.

Athletics tourism was also driven by events at several other Limestone campus venues, including Founders FCU Stadium for baseball, Jimmy Martin Field for softball, and the Timken Center, which hosted men's and women's basketball, volleyball, and acrobatics and tumbling.

This year, Limestone University closed permanently. While that marks the end of a 180-year educational legacy, it also brings an abrupt end to the steady flow of athletics-driven tourism that so many local businesses relied on.

NCAA Division II operates on a partial scholarship model. Most Limestone student-athletes paid tuition and received federal and state financial aid, making them contributors not only to the university’s financial health but also to the economy of Gaffney and Cherokee County.

The full impact of Limestone’s closure has not yet been felt across the community, but it is inevitable.

The loss will extend well beyond the classroom and the playing field. It will affect jobs, small businesses, and the economic lifeblood of a town that, for generations, rallied around its Saints and welcomed thousands of visitors each year.

Many small communities across the nation have seen their local colleges close, but the important role these institutions and their athletic programs play in driving economic growth and community spirit is undeniable. Supporting and valuing local colleges creates lasting opportunities and helps build a stronger foundation for the future.

Plaza for a Legend: Honoring the Legacy of Coach Bob Prevatte

A legend is coming home.

The statue of Coach Bob Prevatte, long a symbol of leadership, excellence, and community pride, is being relocated from Limestone University to Gaffney High School. And with it, a chapter of local history returns to where it all began. 

Though the current Gaffney High campus is not the same building where Coach Prevatte once led his teams to glory, it stands on the same foundation of pride and tradition that he helped build.

There are few names in Cherokee C
ounty that stir as much pride, respect, and admiration as Coach Prevatte. For decades, his name has been synonymous with excellence, not only in football but in character, discipline, and community leadership. Now, as his statue finds its new home at Gaffney High, we are reminded that heroes do not just live in history books.

They live in the hearts of the people they served.

The relocation of the statue is more than a physical move. It is a symbolic homecoming. For the generations of students, athletes, and local residents who were shaped by his wisdom and unwavering commitment to excellence, this new location feels right. 

It feels personal.

Thanks to the support of the Cherokee County School Board, this tribute now carries a name worthy of the man it honors. The area in front of the Gaffney High Booster Club Room will be named Bob Prevatte Plaza. This designation is not only a tribute to a great coach, but also a lasting landmark that reflects what it means to lead, to teach, and to serve with humility.

Coach Prevatte’s record speaks for itself. As head football coach from 1956 to 1969, he led Gaffney to an extraordinary 119-29-11 record and captured five state championships in 1960, 1961, 1963, 1964, and 1965. But his greatest victories were not just on the scoreboard. They were in the lives he shaped and the values he instilled in his players and students.

The young men who played for Coach Prevatte did not just learn how to win games. They learned how to win in life. His lessons in discipline, humility, and integrity extended far beyond the football field. He set a standard not only for coaching, but for what it means to be a mentor and leader.

In 2019, Jerry Richardson generously funded the creation of Coach Prevatte’s statue at Limestone University. Now, with the support of Sossamon Construction, which is handling the relocation and installation at no cost to the district, the statue is finally coming home to a place where it will continue to inspire.

Coach Prevatte showed us that greatness is not measured in trophies. It is measured in the difference one life can make in the lives of many. 

That is the legacy Bob Prevatte Plaza will embody.

A formal dedication ceremony is being planned during the 2025 Gaffney High football season. It will be a moment to celebrate not just a coach, but a man who helped shape the spirit of this community.

Let this plaza be a place where students pause to reflect on what it means to be part of something greater than themselves. Let it be a space where the next generation draws strength from the example of a local legend. 

And let it serve as a permanent reminder that Coach Bob Prevatte’s legacy lives on, not only in bronze and stone, but in every corner of Cherokee County that still feels the power of his life’s work.

Coach. Educator. Mentor. Legend.

And always, one of our own.