Creels’ $2M gift names auditorium, honors lifelong Clemson connection

Jim ’60 and Carolyn Willis Creel ’61 have made a lasting impact on Clemson University with a generous $2 million gift to name the Creel Family Auditorium in the newly opened Nieri Family Alumni and Visitors Center. The donation reflects a deep, decades-long connection to Clemson, a place where the couple met, built a life together and have given back in extraordinary ways.

“Clemson University has been at the heart of our journey. It’s where our story began and our commitment to help others was shaped,” said Carolyn Creel. “Clemson has given us so much: lifelong friendships, cherished memories and the foundation of values we hold dear — faith, family and service. Clemson is a family, a community and a place that shapes tomorrow’s leaders.”

Jim and Carolyn have a rich legacy of involvement at Clemson, serving on numerous boards, championing capital campaigns and investing in both academic and athletic programs. Their latest gift ensures that future generations of students, alumni and visitors will gather in a space that represents the values and vision the Creel family holds dear.

“The Creels’ remarkable generosity and lifelong dedication to Clemson have helped shape the University in profound ways,” said Brian O’Rourke, vice president for Advancement. “Naming the auditorium for the Creels is a fitting tribute to a family whose leadership and service have inspired generations of Tigers.”

Jim earned his degree from Clemson in industrial management. He was active in Tiger Brotherhood, Student Government, Army ROTC and the TAPS yearbook staff. Carolyn earned her degree from Clemson in education and served as the Clemson featured twirler. She was nationally recognized for her majorette and twirling skills and talents, performing at halftime at Clemson Football games, in state and national competitions and also on the Ed Sullivan Show.

Jim and Carolyn founded The Creel Corporation and other businesses specializing in the hospitality and advertising industries. Through the years, they have supported Clemson through the Creel Endowment, which provides research funds for the Department of Parks, Recreation and Tourism Management within the College of Behavioral, Social and Health Sciences, the Creel Family Endowment and the Carolyn Willis Creel Endowed Grants-in-Aid for the Clemson University Marching Band Majorettes. They are both Distinguished Service Award recipients, with Carolyn being the first female to receive Clemson’s highest honor.

The Creels’ legacy of service continues with their extended family. Both of their children, James P. Creel, Jr. ’86 and daughter Alicia Creel Bame, attended Clemson. Jim Jr. has served for many years on the Board of Visitors and the Finance Corporation Board for the Conference Center & Inn Complex and the Lettie Pate Foundation. Alicia has served as in leadership roles as a mentor and champion for the PRTM department program.

The naming of the Creel Family Auditorium aligns with their spirit of hospitality and excellence, as the space now serves as a welcoming gateway to campus. Through this gift, they continue to open doors for others, just as Clemson once did for them.