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Broadway at the Beach construction continues as new attractions look to open

Construction continues at Broadway at the Beach in Celebrity Square on Tuesday, March 8, 2016.
Construction continues at Broadway at the Beach in Celebrity Square on Tuesday, March 8, 2016. jblackmon@thesunnews.com

Construction continues at Broadway at the Beach as crews scurry to finish a transformation of the tourism destination’s new entertainment and nightlife area in time for summer.

“There’s a lot of excitement around Broadway as several of our tenants are moving to new locations, updating and redeveloping their properties,” said Lei Gainer, spokeswoman for Broadway owner Burroughs & Chapin Co. Inc.

Burroughs & Chapin Co. official talks about changes coming to Broadway at the Beach.

The area is set to house the Grand Strand’s first Dave & Buster’s, a new American Tap House and an ever-evolving Oz nightclub. Plans for the square’s makeover also include new homes for Broadway’s long-serving attractions Broadway Louie’s and Hard Rock Café Myrtle Beach.

“Construction is well underway on many of the properties such as Hard Rock Cafe and American Tap House. Some properties, like OZ, have already opened, but no firm dates have been announced for any of the other properties yet,” Gainer said.

Across from the square, construction activity also stirs at Senor Frogs, which is undergoing a facelift.

Construction crews were busy in Celebrity Square at Broadway at the Beach on Feb. 3, 2016, where a new Dave & Buster's, OZ nightclub and American Tap House are locating. Workers were busy renovating new homes for Hard Rock Cafe and American Tap Ho

“That’s awesome,” Rhonda Wills-Johnson said Wednesday after hearing what was in store for the area on a visit to the park with a group of vacationers from the Tampa Bay area of the sunshine state.

“I wish they would have had it done before spring break, but no, that’ll be great if they can get it done before summer,” she said. “This place is awesome. You know, we’re from Florida so we go to Disney a lot and there’s Disney Springs, which used to be downtown Disney. They just changed everything and they’ve redone the whole place and it’s nice but we still don’t have all this. Even there, we don’t have all of this in one place.”

There's a lot of excitement around Broadway as several of our tenants are moving to new locations, updating and redeveloping their properties.

Lei Gainer, spokeswoman for Broadway at the Beach owner Burroughs & Chapin Co.

Hard Rock continues to operate in its 20-year-old, iconic 70-foot-tall pyramid while its new digs are being renovated, but the fate of the pyramid once the restaurant moves remains in question. No applications for demolition permits at the site have been filed with the city so far.

Wills-Johnson said they planned to take photos of the pyramid just in case it wasn’t there for their next trip.

The renovated section, known for two decades as Celebrity Square, “where the stars go at night,” has been buzzing each day with construction activity.

“I think it’s going to be good,” said Nate Sefchick, who mans a kiosk not far from the construction. Sefchick is serenaded daily by hydraulic hammers and reciprocating saws, and although the noise can be a pain, he said he thinks the transformation will be a good experiment.

“I think it’s going to be a little bit of a shot in the arm,” he said.

Much of the work remains hidden behind blue walls adorned with banners that beg the pardon of visitors while the section’s metamorphosis continues.

Construction is moving right along. We’re right on schedule. Everything is turning out really well. We’re very, very happy about the future and what is coming.

Stephanie Atwell, director of operations for a hospitality group that will operate the new American Tap House

But signs of progress for one location were unveiled Friday with a soft opening of Oz to give vacationers on spring break a sneak peak.

“I heard last weekend it was packed full of people,” said Victor Tarlev, who mans a stand for Low Country Popcorn on the Broadway boardwalk.

The club is hailed to offer the “doorway” into an imagination that has no limits with theme nights and backdrops that will change monthly. DJ Eyecon is the resident disc jockey and the new club was also set to have go-go dancers, according to Alyssa Petitto, marketing director and manager of Celebrations Nitelife, an organization that manages Malibu’s Surf Bar, Oz and Broadway Louie’s.

Oz is set to have its official grand opening later this spring.

Broadway Louie’s is operating in its new spot on the square at the former site of Country Roads and Rodeo, a few doors down from its prior location where Hard Rock will soon move.

Hard Rock is set to start operating in its new location sometime this summer, according to Hard Rock International. No specific opening date has been provided.

I wish they would have had it done before spring break, but no, that’ll be great if they can get it done before summer.

Rhonda Wills-Johnson, vacationing from Florida

American Tap House, which will anchor the new entryway for the entertainment district with Hard Rock, is expected to open near the end of May.

“Construction is moving right along. We’re right on schedule. Everything is turning out really well. We’re very, very happy about the future and what is coming,” said Stephanie Atwell, director of operations for a hospitality group that runs Broadway’s Good Time Charley’s, Rooster’s Restaurant and Bar and will operate the new American Tap House. “We’re so close. We just can’t wait to get open and feature American Tap House in Myrtle Beach.”

It is still unknown when Dave & Buster’s will open. No plans for the popular restaurant had been submitted to the city as of Wednesday afternoon.

Calls to Dave & Buster’s corporate headquarters in Dallas, Texas went unreturned.

Signs of Broadway’s transformation have been obvious in recent months, with restaurants and entertainment venues either closing or moving.

Planet Hollywood, MagiQuest, Carlos’ n Charlie’s restaurant, and Revolutions Nightclub have shut their doors. Broadway Louie’s moved and permits were filed with the city to move Hard Rock, too.

The landmark planet where Planet Hollywood once operated fell out of orbit with the building’s demolition and new permits with the city revealed plans for a Carolina Ale House.

The Myrtle Beach Community Appearance Board and city staff have approved plans for the Ale House, but City Planning Expediter Heidi Soos said that a permit has not been issued.

Chris Sullivan, owner of the Carolina Ale House, said they hope to have the new business open by the fall football season.

Emily Weaver: 843-444-1722, @TSNEmily

New attractions opening soon at Broadway at the Beach

  • Oz nightclub opened last weekend
  • American Tap House set to open near the end of May
  • Hard Rock Cafe set to open in new location this summer
  • Carolina Ale House set to open by the fall football season
  • No opening date or construction plans announced for Dave & Buster’s
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