Burroughs & Chapin Co. announce plans for transforming Broadway at the Beach

Burroughs & Chapin Co., Inc. officially announced the first step of a multiyear transformation of Broadway at the Beach that will include a new Dave & Buster’s, a new American Tap House, and an ever-changing OZ nightclub.

Improvements are set to start this winter after a rash of changes and relocations that began in the property’s entertainment and nightlife section, formerly known as Celebrity Square, in September.

“Over the last 20 years, Broadway at the Beach has set the standard for shopping, dining and entertainment on the Grand Strand,” said Chad E. Carlson, executive vice president for Burroughs & Chapin Company, Inc. “Today is an important milestone in the property’s history as we unveil the first part of a redevelopment plan designed to build on the magic and vibrancy that has made Broadway at the Beach so special.”

Designed after some of the country’s best entertainment districts, Broadway’s plan will bring together improved architecture and an updated tenant mix, according to the release. The newly-designed area will feature a mix of established national brands, up-and-coming concepts and existing venues that appeal to the whole family. The new, expanded offering will consist of both dining and entertainment venues, including national tenants such as Hard Rock Cafe and the area’s first Dave & Buster’s, as well as proven local and regional operators.

“We are fortunate to have distinguished local and regional operators, as well as world-renowned brands like Hard Rock Cafe and Dave & Buster’s, as part of the new tenant line-up,” Carlson said in the release. “These offerings will share an overall theme that includes welcoming common areas, al fresco dining, updated interior layouts, and enhanced exterior facades, creating an experience unlike any other currently available on the Grand Strand.”

Burroughs & Chapin Company confirmed that Dave & Buster’s recently signed a lease for a spot at Broadway at the Beach.

The popular full-service restaurant and arcade, known as “the only place to eat, drink, play and watch sports,” has more than 80 locations across the United States.

Other plans include the relocation of one of Broadway’s original tenants, Hard Rock Cafe Myrtle Beach, which opened in July 1995. Hard Rock will move to an interior, corner location that will serve as the entryway to the newly redesigned entertainment and nightlife area, according to the release. The new Hard Rock Cafe Myrtle Beach location will seat 528 guests, feature private event space, patio seating, and a live music stage.

Permits filed with the city show Hard Rock Café will be moving into the former Broadway Louie’s location in Celebrity Square.

Burroughs & Chapin Company says the new location will feature Hard Rock’s “authentic American fare, music memorabilia from new and legendary artists, as well as a Rock Shop.”

“The new Myrtle Beach cafe places us in a more strategic location at the heart of Broadway’s transformed entertainment and nightlife area,” said Calum MacPherson, area vice president of cafe operations (North America) for Hard Rock International, in the release. “Additionally, the new Hard Rock Cafe Myrtle Beach will debut a fresh and invigorating design that reflects our brand’s contemporary atmosphere.”

Burroughs & Chapin also announced a new pub in plans for the revised Broadway at the Beach.

“From the operators of Wicked Tuna in Murrells Inlet, S.C., and Enso Asian Bar & Sushi in Charlotte, N.C., comes a new culinary and craft beer experience — American Tap House. The American Tap House will be a chef-driven American gastropub dedicated to the art of fine food and beer with over 40 regional and local American craft beers on tap,” according to the release. “It will serve unique craft food inspired by American comfort food with a southern twist, prepared daily with the freshest quality ingredients. The American Tap House is designed to be a place where friends and neighbors gather to celebrate great food, great beers and great times.”

Billed as “a new nightlife experience unlike any other in the area,” Burroughs & Chapin Company announced OZ is set to open this spring and “will feature a different themed look, feel and design each night. The venue will transform right before guests' eyes; from the lights of Paris to the rings of Saturn, it plans to be a true out-of-this-world experience,” according to the release.

“We are very excited to be part of such an amazing rebirth of the nightlife and entertainment area at Broadway at the Beach,” said Joey Monteleone, general manager for Celebrations Nitelife. “With our current establishments ranking in the Top 100 Nightlife Venues in the nation, our brand new venue, OZ, will soon be added to that list, and is something completely new and different unlike anything anyone has ever experienced.”

Broadway Louie’s, also part of Celebrations Nitelife, recently moved to a new corner location near the comedy club, and features a new full-food menu, outside patio bar and its nightly, award-winning Broadway Jake’s All Star Karaoke.

Malibu’s Surf Bar, Crocodile Rocks, Original Shucker’s Raw Bar and Carolina Comedy Club will all remain in their existing locations, according to the release.

"We are thrilled to introduce this new experience to our customers this spring, and it’s only the beginning," said Jim Apple, president and chief executive officer for Burroughs & Chapin Company, Inc. “Our goal is to establish Broadway at the Beach as the Southeast’s premier family entertainment destination. The redevelopment of Celebrity Square is the first of many initiatives we will execute over the next few years that are designed to elevate the customer experience through inspired place-making.”

This story was originally published February 3, 2016 at 9:59 AM.