Myrtle Beach visitor says lifeguard failed to save him, daughter from ocean
Two Myrtle Beach umbrella rental companies are facing a lawsuit over their former dual lifeguard system by a person who claims he and his daughter almost drowned because of it.
Michael Cranford filed the suit on behalf of himself and a minor under the age of 18, listed only as R.C., against Lack’s Beach Service and Myrtle Beach Surf Rescue, formerly known as John’s Beach Service of Myrtle Beach. The suit also lists an unnamed lifeguard.
Messages left with both companies were not immediately returned.
Cranford claims on Aug. 10, 2022, that he and the child were on the beach in front of Ocean Lakes Campground, 6001 S. Kings Highway in Myrtle Beach.
The beach companies and lifeguards knew or should have known of an alert from the National Weather Service of rip currents that morning, the suit said. Cranford and his family were never informed about the alert.
The beach service companies have an exclusive contract with the city of Myrtle Beach to sell beach equipment on certain areas of the beachfront, including the area directly in front of the Sea Crest Resort, the lawsuit says.
Cranford and his daughter, R.C., went to the ocean. However, there were no warning signs about the rip currents and the lifeguard didn’t attempt to prevent the pair from entering the water, the suit said. There were numerous other people in the water as well.
After entering the water, Cranford and his daughter became caught in a rip current and began to struggle to return to shore. Cranford struggled to save his daughter and called for help, the lawsuit said. No lifeguard responded to his cries, the suit claims.
Other citizens were able to come to his aid and assist R.C. to shore while Cranford “thrashed and struggled to stay afloat,” the suit said.
Eventually, Cranford made it to the shore where other beachgoers attempted to give him aid. Lifeguards and other emergency personnel then arrived on scene and began life saving efforts. He was rushed to Grand Strand Hospital to have his injuries treated, the suit said.
R.C. suffered psychological injuries which have impacted her and required hospitalization, the suit said.
The suit claims that the beach service companies were negligent and caused the injuries to Cranford and his daughter because of the dual lifeguarding role.
At the time of the incident, Myrtle Beach was the only American city to operate a “dual role” lifeguarding system that allowed companies to profit from rental sales in exchange for providing trained rescuers via franchise agreements.
A landmark civil suit against Lack’s awarded in July 2022 more than $20 million to the family of Zerihun Wolde, a Maryland man who drowned in 2018 while on vacation in Myrtle Beach. Jurists said Lack’s Beach Service was liable for Wolde’s death because a lifeguard who was supposed to be on duty at the time was renting out equipment.
Before the 2023 summer season, the City of Myrtle Beach and Horry County scraped the dual lifeguarding model.
Cranford’s suit, filed on Aug. 7, 2025, is seeking a jury trial for “physical manifestations of their emotional grief” from the incident.
This story was originally published August 13, 2025 at 6:00 AM.
