It is located at the intersections of I-95 and Hwy 301 in SC just south of the SC/NC state line. 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.” But a series of ownership changes, combined with spotty production and poor quality control, had left the company on edge of extinction. Generously supported by the Grandchildren of Harvey M. and Lyn P. Meyerhoff Philanthropic Fund. 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. "There's a power vacuum that hasn't been filled." South Of The Border is one of those tourist traps that's so delightfully kitschy and campy (and dare I say, tacky?) [14] Pedro has likewise been referred to as culturally offensive, politically incorrect or racist. Blenheim Ginger Ale is owned by the Schafer family, who also own South of the Border. 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. 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. Mr. Schafer, 82, is sitting in a … Later he added a 10-seat grill and named it "South of the Border Drive-In". Pedro is an exaggerated, cartoon-like representation of a Mexican bandit. His marketing prowess is legendary, turning “The Border” into a one of America’s most fabled road trip destinations. [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. 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. Alan Schafer opened South of the Border in 1949 as an 18×36 foot beer stand. 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. The Story Behind South Of The Border. 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. At one time, with 700 working there, it was the largest employer in Dillon County, South Carolina. 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 … 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. The tale of Alan Schafer is as enormous as his famed South of the Border tourist attraction itself. The entire motif of South of the Border can be described as intentionally campy. A Washington Post review says, "[F]lashing signs ... throw technicolor pink and green and blue onto every surface. 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. Without prohibition there would be no South of the Border. From there, the site expanded its space in 1954, adding a … 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. 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. In 1954, Mr. Schafer added 20 motel rooms. Owner Alan Schafer began adding in kitschy Mexican trinkets to his offerings from a trip down south. II. In 1949, Mr. Alan Schafer built a simple 18 x 36 foot beer stand known as South of the Border Beer Depot. 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. All of the hundreds of SOB billboard slogans are his creation. 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. [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. 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. Construction materials for the new business were delivered to “Schafer project: south of the border,” inspiring the name “South of the Border.” In the mid-to-late 1940s, a North Carolina county bordering South Carolina changed its alcohol licensing laws, limiting sales. "South of the Border"ť was founded by Dillon-native Alan Schafer. Keeping pace with the times, they also have a website and blog, a Twitter feed and a Facebook … 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. 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 is a mammoth, sprawling tourist-trap empire built in 1949 by a legendary South Carolina entrepreneur and politician, Alan Schafer. At that time, eight million travelers a year were stopping at South of the Border. And it had a value of over 50 million dollars. Directed by Jesse Berger, Nate Mallard. Our neighbors to the north could easily pop over the border and back home with plenty of cold beverages for their fridge. When building supplies began being delivered to "Schafer Project: South Of The [North Carolina] Border," a neon light went on in his head. Telephone: (843) 774-2411. [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. 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. 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. The full documentary is now available for purchase at gumroad. Schafer's $40 million business started 51 years ago as a tiny beer stand just south of the North Carolina border. Melissa Mahoney It's located in the town of Dillon where highway routes I … Alan Schafer’s died in 2001. Ironically, this beer distributor owed a lot to local option prohibition. Alan Schafer, the man who created one of the greatest tourist traps in history, died on July 19 from leukemia at age 87. [1] It is also home to "Reptile Lagoon", the largest indoor reptile exhibit in the US. [4] The site itself also began to expand to include a cocktail lounge, gas station and souvenir shop and, in 1954, a motel. On Thursday morning, Mr. Schafer died after a long battle with leukemia. Schafer seized the opportunity by setting up a beer stand not far from the South Carolina state line. For more info call 1-800-270-9344 or email: info@blenheimgingerale.com ©2009 Blenheim Bottling Company. 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. Owner Alan Schafer began adding in kitschy Mexican trinkets to his offerings from a trip down south. South of the Border expanded from there in the following years. South of The Border started as a small depot and beer stand. that it's actually iconic. [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. [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. 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. Alan works in a … He always said the secret to his longevity was in Blenheim Old #3’s fiery kick which matched his own fiery passion for life. 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. Business was steadily expanded with Mexican trinkets and numerous kitschitems imported from Mexico. No destination or sentiment is too small to be blared out in bright orange. South of the Border continues Schafer’s tradition of matching every contribution. 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. 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. South of the Border was developed by Alan Schafer (1914 – July 19, 2001), who founded a beer stand at the location in 1949. 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. Alan Heller Schafer was the man behind each of the 250 billboards. That man was Alan Schafer, who began his rise to roadside immortality in 1950 with a simple beer stand. 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. The beer distributor Alan Schafer (1915– 2001) opened a one-room beer depot on the border … 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. He was 87. 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. 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. The area is themed in faux-Mexican style. South of the Border has been a landmark of the southeast for nearly 70 years, and we see no end in sight! Schafer bought the location in Dillon County, South Carolina, in 1949 "[3] Numerous large statues of animals such as dolphins, horses, dogs, gorillas and dinosaurs can be found. [10], About 300 people, mostly local employees, work at South of the Border. 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. 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. 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 … One man owns this place. They stretch from Daytona Beach to New Jersey to lure motorists to his South of the Border tourist attraction. He just wanted to sell some beer. The 350-acre tourists stop along I-95 features arcades, motels, gas stations and fireworks stands. [3], South of the Border was developed by Alan Schafer in 1950. "Since Alan Schafer died, South of the Border has been like a chicken with its head cut off," Mallard said. South of The Border started as a small depot and beer stand. [2], Architectural features include "a Jetsons-esque starburst chandelier"[3] in the lobby and Mimetic. 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. The stop has since fallen on hard times as more modern hotel areas have grown along I-95. 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. [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. 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