Holiday Shores Motel Restoration Adds Modern Flair to Mid-Century Getaway

GBX Group

January 26, 2021

MYRTLE BEACH, S.C., Jan. 26, 2021 - A historical slice of Myrtle Beach's hospitality heyday is shining again following the New Year’s Eve reopening of the Holiday Shores drive-in motel at 7501 Ocean Blvd.

Built in 1965, Holiday Shores is one of 120 motels constructed along the Myrtle Beach Grand Strand in the 1960s. Designed in the "Populuxe" style, a blend between populism and luxury that evolved after World War II, the building reflects a period of America’s burgeoning middle class and its desire to travel and explore. These small, family-run properties typically included a nod to the exotic, incorporating Polynesian themes, bright signage, and pops of color to draw motorists' attention.

With the property in need of repair, GBX Group LLC, a historic preservation real estate firm headquartered in Cleveland, Ohio, completed the initial investment that led to the rehabilitation with developers Robert Lewis, Chris Rogers, Tom Prioreschi, and Will Brennan. Tim Mclendon of Columbia, S.C., oversaw the design. This historic rehabilitation of Holiday Shores conformed with the National Park Service’s historic preservation standards.

The motel originally featured a modest 22 guestrooms and a detached owner’s suite (Graham House). Interior renovations include transforming the Graham House into three additional guestrooms, new fixtures and finishes throughout the property and a new lobby. Exterior upgrades restore the motel to its mid-century glamour.

“I fell in love with this hotel at first sight and knew I wanted to stay true to the period as much as possible, yet give it a facelift at the same time,” said Mclendon. “I chose exterior colors that would make it vibrant and pop. Most of the furnishings are mid-century-inspired and the feel of one who has traveled globally on holiday...thus, Holiday Shores was reborn and revitalized!”

Holiday Shores, now rebranded as part of the Choice Ascend Collection, joins its sister property, Waikiki Village, an earlier restoration project by primarily the same ownership/development/design team, as two of only a handful of remaining drive-in motels left in the area.

Robert Lewis, who grew up in nearby Conway, SC commented, "We're proud to support the restoration of both motel properties. Not only do they offer meaningful cultural value to the area, but both projects contributed to community rebuilding, job creation and economic growth, all of which are catalysts for add-on development and long-term vitality."

Brenda Bethune, Mayor of Myrtle Beach, added “The Holiday Shores project is yet another example of the revitalization of Myrtle Beach. The utilization of State and Federal historic preservation incentives to bring new life to our mid-century buildings will change the landscape of our city for generations to come.'

Holiday Shores and Waikiki Village motels are managed by Coakley & Williams (CW) Hotel Management Company of Linthicum Heights, Maryland, the preeminent provider of comprehensive hotel management services with a property portfolio that represents great hotel brands such as Hilton, IHG, Best Western, Choice and Wyndham, as well as, independent boutique hotels, in many of the nation's highest-performing hotel markets.

“We are thrilled to have been selected as the management company for these incredible projects and partners with this development group. Having managed successful hotels in the Myrtle Beach market in the past, we are committed to maximizing the revenue opportunities at both properties and have a proven track record,” said Mark Williams, CEO of Coakley & Williams. Williams continued, “in an effort to immediately increase exposure and join a leading reservation property management system, we franchised the property with Choice Hotels, one of the largest hotel chains in the world, making it part of their exclusive Ascend Collection.”