Grand Strand April Palmetto Pulse

SENIOR LIVING

Coastal Carolina Lands Trua Senior Living Locators Franchise

Trua, a franchise that helps families find ideal senior living options for their loved ones, has launched in Georgetown and Horry counties in South Carolina. The brand recently welcomed new franchise owners Scott and Ellen Sullivan. Founded in 2019, Trua Senior Living Locators provides personalized guidance to help families navigate senior living options. The Cincinnati-based operation combines a blend of proprietary software, vetting protocols, and skill sets to identify senior living options that best match their clients' personal wishes.

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REAL ESTATE

Joel Barber Expands 1st Class Real Estate Franchise Platform Across South Carolina and North Carolina

Joel Barber, a Myrtle Beach real estate entrepreneur with involvement in over 2,000 real estate transactions, is expanding the 1st Class Real Estate franchise platform across South Carolina and North Carolina. 1st Class Real Estate, founded by Rhyan Finch, operates as a nationally expanding real estate franchise organization designed to support entrepreneurial real estate professionals through structured systems, compliance alignment, and technology integration. The Carolinas expansion, operating under 1st Class Advantage, is centered in Myrtle Beach, South Carolina, and coastal North Carolina markets, with continued growth planned across both states.

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MUSIC FEST

Tidelands Health Continues to Serve as Official Health Care Provider of Carolina Country Music Fest in Myrtle Beach

Tidelands Health is once again the official health care provider of Carolina Country Music Fest and will provide on-site medical care during the four-day event. For more than five years, the not-for-profit health system has partnered with CCMF to support the health and wellness of festivalgoers, performers, volunteers, and staff during the festival, which this year is set for June 4-7. This year’s lineup includes headliners Post Malone, Blake Shelton, Luke Bryan, and Riley Green, as well as 40 more artists.

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HOSPITALITY & TOURISM

Visit Myrtle Beach Launches "Make More Myrtle Moments" to Help Travelers Stretch Vacation Dollars This Spring and Summer

With travelers increasingly prioritizing value when planning vacations, Visit Myrtle Beach is launching a new destination-wide promotion designed to help visitors get more from their getaway. Through the new "Make More Myrtle Moments" campaign, participating accommodations across South Carolina's Grand Strand are offering complimentary lodging nights on qualifying stays, making it easier for travelers to extend their time at the beach while keeping their trip budget-friendly. This initiative is timed to coincide with peak spring and summer travel planning and is available for booking throughout 2026.

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SPOTLIGHT

Myrtle Beach Area Chamber Hosts Legislative Reception in Columbia

Myrtle Beach Area Chamber of Commerce and Visit Myrtle Beach hosted its annual Legislative Reception in Columbia in February. More than 400 people attended the event to network with state lawmakers and their staff and discuss issues important to businesses in the Myrtle Beach area. The chamber’s 2026 advocacy agenda focuses on supporting a competitive business climate, investing in transportation and utility infrastructure, protecting the coastline, improving quality of life through healthcare, child care, housing, and education, and unifying communities in the greater Myrtle Beach area to pursue state and federal support.

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INTERSTATE NAMING

Proposal to Name Interstate 73 After President Donald Trump Passes In South Carolina House

The South Carolina House has voted to name a yet-to-be-built stretch of Interstate 73 in the state after President Donald Trump. House Resolution 4982 was approved on a 76-28 roll call vote. If constructed, officials have said the corridor would pass through Dillon, Horry, Marion, and Marlboro counties. The bill was introduced in January by Reps. Heather Crawford of Myrtle Beach, Case Brittain of Columbia, Thomas “Val” Guest of Murrells Inlet, Tim McGinnis of Horry County, Kevin Hardee of Horry County, Carla Schuessler of Horry County, William Bailey of Horry County, and Jeff Johnson of Horry County.

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GOLF

Kings North Golf Course Reopens, Completing Two-Year Redesign

Golf course architect Brandon Johnson has completed an extensive renovation to King’s North Golf Course after a two-year redesign. Work on the front nine was completed in 2024, with the back nine reworked toward the end of 2025. The layout was originally designed by Arnold Palmer and opened in 1973 at Myrtle Beach National in South Carolina. Johnson spent 17 years working for Arnold Palmer’s design company, including 10 years working alongside Palmer directly. Johnson said Palmer’s playing style also influenced design decisions throughout the course.

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EDUCATIONAL EXCELLENCE

Coastal Carolina University Achieves STARS Gold Rating for Sustainability

Coastal Carolina University has achieved a Gold rating through the Sustainability Tracking, Assessment & Rating System (STARS), administered by the Association for the Advancement of Sustainability in Higher Education (AASHE). With an overall score of 74.47, CCU has the highest STARS score in South Carolina among participating institutions. STARS is AASHE’s comprehensive framework for measuring sustainability performance in higher education, evaluating institutions across academics, engagement, operations, planning and administration, and innovation and leadership.

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MERGERS & ACQUISITIONS

Atlantis Fire Protections Adds Palmetto Fire Services of Myrtle Beach, South Carolina to its High-Growth Platform

Atlantis Fire Protection has announced the acquisition of Palmetto Fire Services, the leading fire alarm company serving Myrtle Beach, South Carolina and surrounding areas.  Founded 17 years ago and led by owners Paul and Sara Brown, Palmetto Fire built an outstanding reputation in the region. Paul Brown will continue operating the fast-growing business, retaining the Palmetto Fire Services brand, under Atlantis Fire Protection ownership.

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E-SPORTS

Award-Winning Esports Event Returns to Myrtle Beach

Syracuse University Esports continued its partnership with Visit Myrtle Beach as they brought the award-winning Boost on the Beach event to Myrtle Beach, South Carolina for a fourth consecutive year. Hosted at The Hangout on March 14-15, 2026, this year’s event featured 12 teams from across the country competing in a Rocket League tournament, showcasing top collegiate talent on a national stage. “Esports attract a highly engaged audience of students, families and fans who extend their stay, explore our coastal communities and contribute to the local economy," said Stuart Butler, president, Visit Myrtle Beach.

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SPOTLIGHT (unless i find a better one)

Volunteers at ONEflight Myrtle Beach Classic to Earn Deep Discounts at Select Courses

Adult volunteers who work at least 24 hours at the 2026 ONEflight Myrtle Beach Classic, scheduled from May 7-10 at the Dunes Golf and Beach Club, will be able to take advantage of deep discounts at 22 golf courses on July 27. Volunteer registration will remain open at MyrtleBeachClassic.com until all positions are filled. Volunteers will be able to choose a golf course online on a first-come, first-served basis at a time to be determined following the event.

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REAL ESTATE

Century 21 Broadhurst Shares 2026 Myrtle Beach Housing Forecast

The Myrtle Beach area continues to attract a diverse range of buyers, including:

• Retirees seeking affordable coastal living

• Remote workers relocating for lifestyle and cost-of-living advantages

• Investors focused on vacation rentals and second homes near the beach

Properties that combine lifestyle appeal with long-term value — such as proximity to the ocean, outdoor living spaces, and flexible floor plans — remain highly desirable in 2026.

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PHILANTHROPY

Myrtle Beach Fashion Show Raises Funds for Homeless Shelter

As reported by Maddie Sexton with WMBF, New Directions of Horry County held its 10th annual Compassion for Fashion event on March 13. The organization hit a goal of raising $150,000 to support the nonprofit’s existing programs and fund a proposed women’s shelter along Mr. Joe White Avenue. Jeneen Scirocco, owner of All 4 Art, debuted a flapper-inspired, floor-length gown constructed entirely from crocheted black trash bags and spray-painted bottle caps. Scirocco said the project took approximately one year to complete.