Contact: Heather Gale, LHWH Public Relations (843) 448-1123 or [email protected]

South Carolina’s premier entertainment destination marks three decades with festivities and continued redevelopment

Myrtle Beach, S.C. (June 23, 2025) – Broadway at the Beach, South Carolina’s premier entertainment destination, will celebrate 30 years of entertainment, shopping, and dining with a week of anniversary festivities from June 30 through July 4, 2025.

Since the grand opening on July 4, 1995, Broadway at the Beach has become a beloved tradition for generations of locals and visitors alike. The milestone celebration kicks off with a ribbon cutting ceremony at 10 a.m. on Monday, June 30, followed by nightly fireworks, themed daily events, exciting giveaways, and the unveiling of five new photo opportunities throughout the property.

30th Anniversary Week Schedule:

Monday, June 30 – Happy Birthday Broadway!

10 a.m.: Ribbon cutting ceremony at 1325 Celebrity Circle near the fountain and Center Court

12 p.m.: Complimentary 30th anniversary cookies at Guest Services (while supplies last)

Fireworks at 10 p.m.

Tuesday, July 1 – Give Back Tuesday

Wish fountain benefiting Blue Star Mothers of Coastal Carolina

Veterans appreciation card signing station at Guest Services

Fireworks at 10 p.m.

Wednesday, July 2 – Win It Wednesday

Spin the Wheel for a Chance to Win with giveaways & prizes. Guests are encouraged to watch Broadway at the Beach’s social media to find out where the prize wheel is throughout the day.

Fireworks at 10 p.m.

Thursday, July 3 – Throwback Thursday

’90s music all day on Radio Broadway

Social media contest: Share your ’90s Broadway memories to win prizes

Fireworks at 10 p.m.

Friday, July 4 – Stars & Stripes Forever

Patriotic music on Radio Broadway

Guest are encouraged to wear red, white, and blue attire 4th of July

Fireworks at 10 p.m.

New photo opportunities will debut in Key West Village, New England Fishing Village, Mediterranean Village, and two birthday-themed installations at Center Court and The Avenue.

“Broadway at the Beach has been the heart of Myrtle Beach for three decades,” said Jim Powalie, general manager. “We’re excited to celebrate with our community, guests, merchants, and everyone who has made this destination so special.”

Celebration Continues

The anniversary festivities extend beyond the opening week with monthly activities including “Throwback Thursday” and “Fan Friday” social media features, trivia contests on the 30th of each month, a Sandtastic Sand Sculpture event in late August, and a Beach Ball Drop in September.

Three Decades of Growth and Innovation

Broadway at the Beach has undergone a comprehensive transformation over the past decade, driven by a strategic vision of authentic placemaking that enhances the unique character and immersive experience of each section of the property. This deliberate approach to creating distinct sense of place has guided the complete reimagining of Broadway’s interconnected villages.

The transformation began with The Avenue’s evolution from Celebrity Square, where the aging facades were replaced with warehouse district aesthetics featuring industrial- inspired architecture, exposed brick elements, and urban plaza spaces. This modern redesign now houses popular destinations including Dave & Buster’s, Wahlburgers, Voodoo Brewing Co., and the relocated Hard Rock Café.

The newly developed Key West Village features pastel color schemes, lush palm landscaping, and Caribbean-inspired architectural details that transport guests to the laid- back atmosphere of The Keys. The Mediterranean Village showcases enhanced facades and hardscape designed to capture the charm of the Mediterranean coast, with stucco exteriors, terracotta roof elements, and lush Mediterranean-style landscaping. The New England Fishing Village has been thoughtfully restored with upgraded rooflines, new siding and windows, fresh landscaping, charming cobblestone pathways, and the addition of a Center Court clock, seat walls, and shade trees that reinforce the authentic maritime community atmosphere.

“Broadway at the Beach’s transformation reflects our dedication to creating immersive, story-driven environments where every architectural detail, landscape element, and guest touchpoint works together to transport visitors to different places and eras,” said April Martin, Senior Vice President of Burroughs & Chapin Commercial Leasing and Design. “Through thoughtful placemaking, we’ve transformed each village into a unique destination that offers its own distinct atmosphere while contributing to the overall magic of the Broadway experience. As we celebrate 30 years, we look forward to creating even more memorable experiences for future generations of visitors.”

Looking Ahead: Major New Addition

Spring 2026 will bring Ole Smoky Distillery & Yee-Haw Brewing Co., a family-friendly indoor-outdoor entertainment destination that combines craft beverages, dining, and live entertainment. This venue will feature a spacious outdoor beer garden, full-service distillery, tasting rooms, and guided tours. With live music performances and family- oriented dining experiences, the destination creates a welcoming atmosphere where guests of all ages can enjoy exceptional food, entertainment, and outdoor activities together.