What is the city installing on the boardwalk light poles? What to know.

Taking a stroll down Myrtle Beach’s boardwalk over the next month? Look up.

City officials have begun installing loudspeakers to utility poles in anticipation of Winter Wonderland at The Beach, a major late year event that helps stretch out the region’s tourism season.

Myrtle Beach spokesman Mark Kruea said the equipment will be used to play music as part of the festival which will have its main weekend Dec. 1 through 3.

An aggressive marketing campaign by the Myrtle Beach Area Chamber of Commerce means the organization has a bigger presence than ever across digital platforms.

Four new 30-second spots dropped in May promoting the region’s family-friendly attractions and hotels. Between January and March, the chamber used more than $6.4 million collected through its Tourism Development Fee and accommodations — $1 million of that was spent exclusively on digital promotions and ads, newly released data from the chamber shows.

Also look for a revamped “Always On” campaign: The spots are meant to emphasize the area’s year-round attractions and holiday offerings. Last year, more than 17 million visitors spent time in Myrtle Beach — most of them repeat tourists.

In 2022, the chamber spent roughly $20 million on marketing, landing 2.4 billion impressions.

Winter Wonderland will include a holiday market near the SkyWheel and a display featuring more than 10,000 lights.

This story was originally published October 18, 2023 at 9:31 AM.