Wahlburgers heading to Broadway at the Beach’s Celebrity Square

Transforming Broadway at the Beach

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

Wahlburgers will establish its first South Carolina location in the heart of Myrtle Beach.

The eatery – a burger joint that inspired a reality television show staring Mark and Donnie Wahlberg – will open later this year at Broadway at the Beach just inside Celebrity Square. The Myrtle Beach location is the first of four slated to open in the Carolinas.

“We’re thrilled to be bringing Wahlburgers to Myrtle Beach,” CEO Rick Vanzura said in a news release. “While we look forward to welcoming the throngs of tourists who visit Myrtle Beach, we’re especially eager to open our doors to the local community and become a meaningful part of it.”

Wahlburgers will share the same signature green interior and characteristics of the flagship location in Hingham, Mass., complete with a fast casual counter, full-service dining room with a bar, mezzanine seating and an outdoor patio, according to the news release. A retail section will sell branded Wahlburgers merchandise.

Wahlburgers is a new, exciting concept in the restaurant industry and we are thrilled to introduce their brand to our 14 million annual visitors.

Melissa Armstrong, marketing director at Burroughs & Chapin Co., Inc., parent company of Broadway at the Beach

The Myrtle Beach location will occupy 5,070 square feet while offering a full menu that “emphasizes creativity and quality ingredients.”

The restaurant inspired a hit reality TV series on A&E that began airing in 2014, and features the behind-the-scenes drama of operating a restaurant as well as their efforts to expand the burger joint to new markets.

The show has featured a unique mix of celebrity guest stars, including NASCAR driver Dale Earnhardt, Jr., music titan P. Diddy and Pope Francis I.

The addition of Wahlburgers is one of a number of changes in the works at Broadway at the Beach, which marked its 20th anniversary last year.

In June, Myrtle Beach officials announced a new look for the former Celebrity Square at Broadway at the Beach and conceptual plans for the area’s first Dave & Buster’s revealed the future square will look a lot like an historic warehouse district.

The archway proclaiming “Celebrity Square, Where the stars go at night,” is coming down. The 70-foot-tall Hard Rock Café pyramid that capped the district’s northernmost point will be demolished. And in the pyramid’s place will sit a Dave & Buster’s unlike any other – in a warehouse that gives a nod to the old and a wink to the future.

“Celebrity Square is being revamped kind of in the style of Wilmington and Savannah warehouses, kind of simple, smart buildings. There’s kind of a notion of a dumb industrial building or a dumb warehouse. We’re going to call these smart warehouses,” said Brian Wurst of Charleston’s LS3P Associates, which designed the building proposed in plans before the Myrtle Beach Community Appearance Board in April.

Hard Rock Café Myrtle Beach will move to a new location at Broadway at the Beach in the former home of Broadway Louie’s, which moved two doors down months ago. Hard Rock will continue to operate in the pyramid until its new digs are fully renovated to offer seating for 528 guests, private event space, patio seating and a live music stage. The rock ‘n’ roll restaurant is expected to open in its new location sometime this summer.

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