Proposal for Myrtle Beach Rock Fest to be held at old mall site
Southern Entertainment, the producer responsible for the Carolina Country Music Festival, is aspiring to introduce a new three-day rock festival called Myrtle Beach Rock Fest at the long-vacant former Myrtle Square Mall site in May 2027. In efforts to rejuvenate the area and draw in music enthusiasts from across the country, the proposal was presented to the Myrtle Beach Special Events Committee on June 10. The decision regarding the festival’s approval was postponed to City Manager Jonathan “Fox” Simons Jr., who will further evaluate the proposal.
The Myrtle Beach Rock Fest proposal representing an initiative to revitalize the region and stimulate tourism and local businesses during the event is an exciting prospect for Myrtle Beach. The festival is still in the embryonic stages, according to reports, with no confirmed artists, sponsors, or specific genre subtype disclosed. The proposed festival plans to host a three-day rock event at the former mall location, modeled after the producer Southern Entertainment’s successful Carolina Country Music Festival held annually in the region since 2015. The envisioned rock event expects to take place on the 35-acre Burroughs & Chapin Co. Inc. parcel located between Kings Highway and Oak Street, from 27th Avenue North to Myrtle Place, adjacent to the Myrtle Beach Convention Center.
The Myrtle Square Mall where the festival is proposed to be held was erected in 1965 and operated for forty years before it was discontinued, later leaving the 48-acre parcel vacant. Since its demolition in 2006, no permanent structures have been built on the site. The suggested Myrtle Beach Rock Fest is expected to utilize a portion of the 35 acres for its event venue. Burroughs & Chapin, the property owner, has been a significant player in the region, overseeing projects such as the demolition of the mall, the development of the Coastal Grand Mall, and the establishment of the Burroughs & Chapin Pavilion Place where CCMF takes place annually.
However, there are three major concerns that emerged during the committee meeting. The first concern revolves around the potential strain on city resources as a festival of such magnitude would require extensive police, fire, EMS, public works, and sanitation services for three consecutive days. The site’s proximity to residential neighborhoods, downtown businesses, schools, and churches raised the second concern regarding potential disruptions in traffic flow, noise levels, parking availability, and alcohol sales, which are typical challenges associated with hosting an outdoor rock festival. Lastly, a significant date conflict was addressed, with the proposed May 7-9, 2027 dates of the Myrtle Beach Rock Fest coinciding with the 10-day Myrtle Beach Harley-Davidson Spring Rally.
Despite these concerns, the proposed Myrtle Beach Rock Fest seems to hold great potential for the Myrtle Beach area, continuing the tradition of successful music festivals in the region like the Carolina Country Music Festival, operated by Southern Entertainment. The intention behind the Myrtle Beach Rock Fest proposal is to bring a fresh vibrancy to the community, offering a new platform for live music enthusiasts and promoting economic growth and tourism in the region.