Close Menu

Broadway at the Beach News

With Major Transformation Of Celebrity Square At Broadway At The Beach Now Complete, Name Officially Changed To The Avenue


Contact: Tracy Vreeland or Jamie Wilburn, LHWH PR

(843) 448-1123 or email


New Entertainment And Dining Area Features National Brands, Local Favorites and A Fresh Architectural Style In Myrtle Beach, S.C.

June 1, 2017, Myrtle Beach, S.C. — With Dave & Buster's about to open, Burroughs & Chapin has announced a new name for its well known Celebrity Square area at Broadway at the Beach. The new name - The Avenue - reflects a design inspiration built around a repurposed warehouse district architectural style and the successful implementation of a strategy to attract new tenants who would be open and active during daylight hours. The Avenue's vibrant new identity is highlighted by Hard Rock Cafe's new location; the arrival of Wahlburgers, another brand with national star power; American Tap House; and a 40,000 square foot Dave & Buster's. All of these locations have outdoor seating designed to add an upbeat social energy to the entire area. The indoor/outdoor combination creates an immediate impression of a fun and happening gathering place.

"We're pleased to unveil this new name and welcome everyone to The Avenue," said Chad E. Carlson, executive vice president for Burroughs & Chapin. "It was our vision to create a place that builds upon the magic and vibrancy that makes Broadway at the Beach so special."

The Avenue is the first step of a multi-year transformation for Broadway at the Beach. Work continues in Mediterranean Village, located next to The Avenue, with new facades and landscaping being installed. In addition, new amusement rides, including a Ferris Wheel, have been and continue to be installed at all three Pavilion Park locations on property. And, Paula Deen's Family Kitchen and Carolina Ale House are both scheduled to open this summer.

"As we complete this important milestone and first step in our multi-year transformation at Broadway at the Beach there is still a lot more excitement to come," said Carlson. "This is only the beginning of the many initiatives we have planned to elevate the guest experience and to position Broadway at the Beach as the Southeast's premier family entertainment destination."

About Broadway at the Beach

Broadway at the Beach is South Carolina's number one tourist, shopping, dining, and entertainment destination attracting millions of visitors annually. Broadway is set on 350 acres

in the heart of Myrtle Beach and features world-class shopping, dining and entertainment in a series of magical, interconnected villages, surrounding the 23-acre Lake Broadway. Broadway's distinguished tenant mix has something for the whole family: popular attractions; outstanding restaurants and eateries; extraordinary specialty shops with national and local brands; and first-rate hotels. A past recipient of the South Carolina Governor's Cup, it was deemed the state's best travel destination by the South Carolina Department of Parks, Recreation & Tourism.

About Burroughs & Chapin

Burroughs & Chapin is a real estate investment trust (REIT) headquartered in Myrtle Beach, S.C. It has been a recognized leader in the ownership, operation and development of high-quality retail-based properties for more than 100 years. The company's mission is to deliver long term, profitable growth to shareholders by investing in vibrant retail properties that combine shopping, dining, and entertainment in markets with attractive supply and demand fundamentals. More information about Burroughs & Chapin is available online at