When cyclists roll through Jackson County during the Tour de Cashiers May 3, some of them will be sporting new jerseys. 

“This is the official bike jersey,” said Stephanie Edwards, executive director of the Cashiers Chamber of Commerce, Edwards showed off the jersey’s graphics recently to her cohorts on the Jackson County Tourism Development Authority. 

The bike jersey features a lush mountain landscape and the event name. But Edwards and members of the tourism board seemed most excited about a circular logo emblazoned on each sleeve. This logo, employing the slogan “Play On,” is the result of the TDA’s branding efforts. 

“On the day of the event,” Edwards explained, “that will debut on the sleeves of many of our riders.”

In addition to being featured on the Tour de Cashiers jerseys, the logo will also be used in tourism efforts throughout the county and beyond. It will be featured in advertisements and prominently posted in visitor centers. Exuding a sense of recreation and triggering the want for activities such as hiking, biking and golf, the new brand is intended to solidify the area in the minds of tourists.