Sombreros and Motorcycles in a Newer South - Politics of Aesthetics

In this review of Sombreros and Motorcycles in a Newer South, the reviewer positions the book as a compelling read for scholars and readers interested in how tourism shapes regional identity. P. Nicole King traces the rise of Mexican-themed kitsch at South of the Border and connects it to broader debates about race, culture, and economic development in South Carolina. The bottom line: this is a thoughtful, well-documented cultural study best suited to readers who want critical context about the aesthetics and politics of regional tourism rather than a simple local history.

Key Features

• Historical focus: The book documents the development of South of the Border from a 1949 beer stand into a sprawling roadside complex, giving readers a clear timeline of its growth and cultural impact.
• Cultural analysis: King examines how Mexican-themed kitsch like sombreros, pinatas, and colorful panchos were used in marketing, showing how aesthetics shaped tourist expectations.
• Regional context: The study situates South of the Border within South Carolina tourism patterns, including connections to the nearby Grand Strand beach region.
• Political framing: The text links aesthetic choices to politics, probing how representations of race and ethnicity influenced commerce and public perception.
• Primary example driven: Using Alan Schafer and his business as a central case, the book offers a concrete lens on broader social themes.

Who It's For

This book is aimed at graduate students, cultural historians, and readers in African American studies and cultural & ethnic studies who want a focused case study of tourism and representation in the American South. It will also appeal to scholars of regional planning and tourism studies seeking an intersectional take on roadside spectacle.

Readers looking for a light travelogue, a complete biography of Alan Schafer, or a pictorial coffee-table book should look elsewhere; the text prioritizes analysis over glossy visuals and assumes interest in social theory and politics.

Pros & Cons

Pros

• Provides a rigorous historical account of how a single site evolved from a beer stand into a multimillion-dollar roadside attraction, useful for case-study research.
• Connects visual culture and marketing to questions of race and representation in a way that clarifies often-overlooked dynamics of tourism.
• Places South of the Border within a wider regional framework, making it relevant to studies of the Grand Strand and coastal development.

Cons

• The narrative focuses on cultural and political analysis rather than a richly illustrated history, which may disappoint readers seeking more visual documentation.

Specifications

Title	Sombreros and Motorcycles in a Newer South
Author	P. Nicole King
Primary subject	Politics of aesthetics in South Carolina tourism
Central case study	South of the Border roadside complex
Geographic focus	Dillon County and the Grand Strand region, South Carolina
Starting date covered	1949 (opening of the beer stand)

Our Verdict

Sombreros and Motorcycles in a Newer South is a valuable academic contribution that uses the vivid case of South of the Border to illuminate how aesthetics and commerce intersect with race and regional identity. It is good value for readers seeking a critical, evidence-based study rather than a pictorial souvenir, and it offers useful material for scholarship in cultural studies and tourism history.

Frequently Asked Questions

Does the book cover the full history of South of the Border?
The book traces the site's evolution from a 1949 beer stand into a larger complex and focuses on its cultural and political significance.

Is this book illustrated?
The emphasis is analytical and historical; readers should not expect a heavily illustrated coffee-table format.

Who would benefit most from reading this book?
Graduate students and scholars in cultural studies, African American studies, and tourism studies will find the analysis most useful.