MYR Arts and Innovation Vision Plan by LS3P

ARTS & INNOVATION

MYRTLE BEACH

T H ANK YO U

LS3P

I LLU S T R AT I O NS BY:

The te am has shown dedication and determination to achieve the final vision book. Without your suppor t, the Cit y of Myr tle Be ach & L S3P could not have gone that extra mile. A ma s sive t h ank you to each one of you!

Abiga i l G i l l i n

Dennis Allain

Ada m Ro a rk B l a ke Re eves

B R ANDI N G BY L S3P:

B ri a n Wu rst

El l i e D awso n

M e re d i th Ray

Eva n M c El rath

O l ivi a G ray

G a b ri el A l e ma n

J e re my A l fo rd

Ha n a O ra bi J e n n S mi th J e re my A l fo rd J i m H u bba rd J o h a n n es Ket t l e r J o h n Ko el sch J u sti n Ke a rn a n Ka ra O ’ H e a rn Ka rly O ’ D el l Kath e ri n e B a l l Kel ly G i l re ath Liz zi e D a n i el M at th ew Ka uz l a ri c M el i ssa Watn ess M e re d i th Ray M i ch a el G a rc i a M i ch el l e H e r tel

LS3P

O l ivi a G ray

3067 D eville Street

Troy Ro eh m

Myr tle B e ach, SC 2 9 5 7 7

Va l e ri a Lo p ez M a r ti n ez

Cont ac t : Ji m Hubbard, AIA Vi ce President | O f fi ce Le a d e r | P ri n ci pa l 843.283.9194 j i m hubbard@ls3p .co m L S3P.com

2022

S EC TI O N O NE I N T RO D UC T ION S EC TI O N T WO DI S T R I C T V ISION S EC TI O N THRE E K E Y M O MEN T S S EC TI O N F O UR DI S T R I C T B R A ND S EC TI O N F IVE I M P LEM EN TAT ION S EC TI O N SIX M AR K E T A N A LYSIS S EC TI O N SE VE N PARC EL S

ARTS & INNOVATION

MYRTLE BEACH

EXECUTIVE SUMMARY

A PLAN TO FORGE OUR ARTS & INNOVATION

PROJE C T BACKGROU ND

S TAK EH OL D E R COL L A B OR AT ION

UN PA R A L L E L E D O P P ORT UN I T Y

D ecades i n th e ma ki ng, th e Ar ts +

Th e Ar t s + I n n ovati o n D i s tri c t

D u e to b oth p o p u l ati o n grow th

Innovati on D i stri c t sta r ted to ta ke

i s th e res u l t o f a re m a rka b l e

a n d the i d e a l l o cati o n , o u r A r ts +

s hape when passio n ate i ndivi du a l s

col l abo rati o n b et we e n m a ny e n ti ti es

I n n ovati o n D i s tri c t i s ta ki ng sh a p e

from vari ou s sec to r s a n d i n du stri es

a n d sta keho l d e r s . Thes e i n cl u d e

at the right ti m e, a n d i n the p er fec t

cam e to geth er und er a si ng u l ar

B en ch m a rk Pl a n n i ng, the Myr t l e B e a ch

p l a ce. G row th i n Myr t l e B e a ch

visi on to el evate th e experi ence

C i t y M ayo r a n d Co u n c i l, Ci t y s ta f f,

i s o u tp a c i ng that o f co mp a ra b le

of D owntown Myr tl e B e ach . Th e

My r t l e B e a ch D ow n tow n A l l i a n ce, O n e

S o u the as te rn co as ta l c i ti es with

dy n ami c vi si on cel eb rates th e vi b ra n t

G ra n d S tra n d, H o rr y Co u n t y, a n d the

l a rge to u ri s t i n d u s tri es , a n d th e C it y

heyday of the Ci t y ’s past , sh owcases

S tate o f S o u th Ca ro l i n a. D u ri ng the

has the o p p o r tu n i t y to b e a ye a r-

the cre ativi t y of the present , and

desig n a n d p l a n n i ng p ro ces s , the

ro u n d d es ti n ati o n fo r the re g ion. Th e

capi tal izes upon i n n ovative th i nki ng o f

desig n l e a d e r s hi p o f thes e e n ti ti es

D i s tri c t i s l o cate d i n the he a r t of

the future. Ambi ti ou s pl ann i ng at th i s

h as bee n i n s tru m e n ta l i n e ngag i ng

Myr t l e B e a ch n e a r the water; it is a lso

s cal e requ i red th e rem ova l of physi cal

th e co m m u n i t y, a dvo cati ng fo r

e as i ly a cces s i b l e by H ighway 501, 9th

and economi c h u rd l es to grow th

pu bl i c sp a ce a n d e qu i ta b l e ho u s i ng,

Ave n u e / Mr. Jo e W hi te Ave n ue, Ma in

as wel l as a broad strate gy th at

preser vi ng a n d cel eb rati ng the Ci t y ’s

S tre et /8 th Ave n u e, a n d H ighway 17

e mpowered stakeh o l der s . Th i s b ol d

h i stor y, a n d b u i l d i ng co n s e n s u s .

B u s i n es s . The a re a e n co mp asses th e

ef for t brou ght to geth er exper t s fro m

D ow n tow n Co re, a n d wi l l b uild up on

ac ross vari ou s i ndu stri es and sec tor s

the u n i qu e cha ra c te r o f B ro a dway

with a common go a l to h el p D ow ntow n

S tre et , N a n ce Pl aza, a n d the h istor y of

Myr tl e Be ach re al ize i ts potenti al.

the Ci t y as we i nves t i n n ew uses .

DI S TRIC T V ISIO N

K E Y ELE M E N T S

Our Ar ts + Innovati o n Di stri c t wi l l

Th e Di s tri c t wi l l b e d efi n e d a n d

be commu ni t y -driven a n d a m eni t y -

del i n e ate d by e ight s trate g i c

rich-centered arou n d th e vi b ra n t

co mpo n e n t s , e a ch co n tri b u ti ng to

ar t s and i nnovati o n cu l tu re. Th e

th e ri ch m i x o f a m e n i ti es a n d u s es .

confl uence of resi den ti al, cu l tu ra l,

Th ese i n cl u d e a re i nvigo rate d “ m a i n

commerci al, and civi c u ses wi l l

street ” at 9 th Ave n u e, a reta i l hu b

c re ate a center of gravi t y for My r tl e

at th e hi s to ri c D ow n tow n Co re, a

Be ach , capi tal izi ng on th e i de a of

vi bra n t c ivi c p a rk, a cu l tu ra l hu b

“ locati onal magneti sm .” A s we bu i l d

wi th a chi l d re n’s m u s e u m a n d

on the Ci t y ’s h i sto r y and tra di ti o n s , we

l i brar y, a co m m e rc i a l /c ivi c gateway

look for ward to a new ch apter: one

wi th a b l e n d o f co m m e rc i a l u s es ,

that embodi es i nnovati o n , i den ti t y,

a centra l c ivi c co mp l ex i n cl u d i ng

an d i ncl usi on. The Di stri c t wi l l u n i f y

C i t y H a l l, wo rk fo rce ho u s i ng, a n d

c itizens around a com m o n po i n t of

an a r t m u s e u m . To gethe r, thes e

c ivi c pri de and h el p th e C i t y beco m e

el em en t s wi l l c re ate a myri a d o f

a fou r- se ason desti nati o n a n d even

l ive/ wo rk/p l ay o p p o r tu n i ti es to

more desi rabl e pl a ce to l ive.

at tra c t m u l tige n e rati o n a l vi s i to r s a n d resi den t s a l i ke.

WHY NOW?

IMPECCABLE TIMING FOR OUR CITY O PP O RT U NIT Y TO HAR NE S S PROJE C T ED GROW T H I N T HE

a m i dst sk yro cketi ng re n t grow th a n d

UN IQ UE A L IGN M E N T OF L E AD E RSH I P

extrem ely l ow va ca n c y rates . The

The A r t s + I n n ovati o n D i s tri c t h as

S OU THE AS T

dem and fo r m u l ti fa m i ly ho u s i ng i n

fu l l b u y - i n f ro m i t s co l l a b o rative

S outh Carol i na i s growi ng and

th e co u n t y i s a n ti c i p ate d to b e 4 , 6 0 0

c ivi c s ta keho l d e r s i n cl u d i ng th e C it y

thrivi ng, wi th th e s tate’s po pu l ati o n

ren ter s a n n u a l ly thro u gh 2 0 2 6 . Reta i l

Co u n c i l, Ci t y s ta f f, Myr t l e B e a ch

anti ci pated to i ncre ase fro m 5 m i l l i on

i s boo m i ng i n Myr t l e B e a ch, wi th

D ow n tow n A l l i a n ce, O n e G rand S tra nd

to 6 mi l l i on peopl e i n th e n ext

cu rren t va ca n c y rates u n d e r 3 % , w hi ch

a n d the S tate o f S o u th Ca rolina. A ll

te n ye ar s – a 20% i ncre ase. H orr y

i s ver y p ro m i s i ng, b u t b e ca u s e ve r y

o f thes e p a r tn e r e n ti ti es agree th at

Co u nt y ’s proj ec ted grow th o u tpa ces

l i t t l e new l o ca l - s e r vi ng reta i l has b e e n

i nves tm e n t i n D ow n tow n Myr tle Be a ch

s tate trends , wi th a n a n ti ci pated 7 5 %

del ivere d i n D ow n tow n Myr t l e B e a ch,

i s c ri ti ca l to the l o ng - te rm success of

grow th i n th e next ten ye a r s , f ro m

th e pote n ti a l fo r the D i s tri c t m u s t s ti l l

the c i t y, re g i o n , a n d s tate. Guid ing

350,000 to 600,000 resi dent s . Th e ti m e

b e su b s ta n ti ate d.

the grow th o f thi s D i s tri c t will require

to pl an for th i s exci ti ng grow th i s n ow ;

i nves tm e n t , a n d the m o m e n tum b eh ind

the u l ti mate oppor tu n i t y to envi si on

P OT ENT I A L TO S PA RK T H E N E X T E VO LU T ION OF TOURIS M

the pl aces we wi l l need th e m ost ,

Ou r opp o r tu n i t y to cho re o gra p h l o ng -

and devel op the i nf rastru c tu re we wi l l

term i nves tm e n t i n the D ow n tow n

ne ed for tomorrow ’s prosperi t y.

a re a grows f ro m thi s co n s i s te n t

H E IG H T E N E D D E V E LO P M E N T I N T E R E S T A N D IN F LUX OF C A P ITA L

our Ar ts & Innovati o n Di stri c t provi des

thi s d evel o p m e n t m a kes thi s a n id e a l ti m e to a c t .

u n m et d evel o p m e n t d e m a n d a n d the

N ati o nwi d e, the d e m o gra p h ic s of

PRO MISE TO MEE T U NM E T AND UNTAPP ED D EM AND

ro b u st p roj e c ti o n s fo r fu tu re n e e d s .

d evel o p m e n t a re s hi f ti ng as ma ny

Th ro u gh the A r t s & I n n ovati o n D i s tri c t ,

d evel o p e r s s e ek o p p o r tu n i ties in new

This rapi d grow th i s al re a dy

we can c re ate vi b ra n t p l a ces w hi ch

re g i o n s . A re ce n t i n fl u x o f i nvestment

under way, and th e dem and for

wi l l welco m e vi s i to r s a n d res i d e n t s

ca p i ta l i n d i cates that d evel o p er s from

ho u si ng and retai l i s a l re ady ri si ng.

a l i ke thro u gh co mp l e m e n ta r y u s es

the N o r the as t a n d the Wes t Coast a re

Myr tl e Be ach’s 2.6 8 % h o u seh ol d

a n d a m u l ti p l i c i t y o f fu n c ti o n s . B e i ng

tu rn i ng the i r at te n ti o n to o pp or tunities

grow th si nce 2010 h as o u tpaced ever y

centra l to the c i t y o f Myr t l e B e a ch

i n the S o u the as t ; thi s l evel of

comparabl e touri st -centered eco n om i c

a n d a dj a ce n t to to u ri s t co rri d o r s , the

i nves tm e n t i n te res t p res e n t s exc iting

c it y i n th e S ou the ast , and H orr y

Di stri c t c re ates the o p p o r tu n i t y to ho s t

o p p o r tu n i ti es fo r n ew d evel op ment .

Co u nt y i s navigati ng a sig ni fi ca n t

even t s a n d vi s i to r s ye a r l o ng.

under su pply of mul ti fa m i ly h ou si ng

WHY HERE?

P ERFEC T LOCATION TO ACTUALIZE OUR ORIGINAL DOWNTOWN DESTINY M YRTLE B E ACH’S OR I G I N AL DOW N TOW N CO R E Myr tl e Be ach’s D ow n tow n Co re i s inte gral to i ts h i sto r y a n d tra di ti o n as the foundati on of th e ci t y, dati ng back to i ts i ncorpo rati o n i n 1 9 3 8 . This D owntown Core em b odi es civi c memor y and civi c pri de. R E CEN T E CO N O MIC D I F F I CU LT I E S In recent decades , th i s di stri c t h as been par ti cu l arly ha rd-h i t by th e macroeconomi c i mpa c t s o f th e e a rly 2000s , the 2008 re cessi o n , and the COVID -19 pandem i c. Th e a re a s tru ggl es wi th high va canc y rates and the percepti on of h igh er cri m e rates d ue to vi si bl e di si nvestm ent C EN TR AL LO C ATIO N TO P ROVI D E M A XIMU M E CO N OM I C I M PAC T The h e al thy mi x of h i stori c bu i l di ngs and u nderdevel oped pa rcel s provi des a uni qu e oppor tu ni t y to re -i m ag i ne this central l ocati o n for a vi bra n t n ew chapter of u se. O u r Ar t s + I nn ovati o n Distri c t wi l l cre ate a ri ppl e ef fec t of posi tive i mpac ts that extend b eyo n d the D owntown Core a n d encou rage adj acent private d evel opm ent .

H I S TO RIC R A ILROA D TR ACKS

BRO H IS TORIC BROADWAY

Y S TRE ET M AI

N OA K S TR EE T

NANCE PLAZA

ST RE ET

E X IS T IN G H IS TORIC DIS T RIC T

N K IN G S HW Y S I T E O F PAVILI O N A MU S EMEN T PA RK

BE ACH B OA RDWA LK

N OCE AN B OUL E VAR D

W H AT ’ S H A PPE N E D T H U S FA R ?

A PLAN IN MOTION WITH WIND IN ITS SAILS

A VISIO N THAT IS DR I VI N G CHAN G E

e a rly a d o pte r s to sp e a rhe a d hi s to ri c

fi el d s . Ci t y a n d H i s to ri c Tax C red it

W hi l e the Ar ts + In n ovati o n Di stri c t ’s

ren ovati o n p roj e c t s wi thi n the D i s tri c t ,

co n s u l ta n t Ro ge r s Lewi s , sp e a rh ed ed

name i s rel atively n ew, i ts co re focu s

su ch as G ra n d S tra n d B rewe r y, the

the p ro ces s o f a d d i ng the D istric t

on bri ngi ng l i fe ba ck to D ow ntow n

M ash b u rn Co n s tru c ti o n satel l i te o f fi ce,

to the N ati o n a l Re g i s te r o f Historic

has been di scussed for ye ar s . Th e

a n d a p a r tn e r s hi p b et we e n the Ci t y

Pl a ces a n d i d e n ti fi e d s tru c tures th at

present vi si on star ted to cr ystal l ize

a n d Coas ta l Ca ro l i n a Un ive r s i t y w hi ch

a re re co m m e n d e d fo r the Re g istr y.

withi n th e D owntow n My r t l e B e a ch

constru c te d a B ro a dway The atre. A n

Tra d d Co m m e rc i a l Re a l Es tate was

Master Pl an, wh i ch th e C i t y a dopted

i mpor ta n t m i l es to n e was re a che d

s el e c te d to p rovi d e b ro ke r ser vices

in M arch of 2019. I n produ ci ng th e

w h en the Ci t y o f Myr t l e B e a ch, H o rr y

fo r l e as i ng a n d sa l es s u p p or t of C it y -

plan, Benchmark Pl a n n i ng m ade

Cou nt y, a n d S CD OT agre e d to re a l ig n

ow n e d fa c i l i ti es wi thi n the Distric t .

sp eci fi c recommen dati o n s for e arly

H igh way 5 0 1 ; thi s re a l ig n m e n t wi l l

RCLCO was s el e c te d to o f fe r ma rket

investments i n the My r t l e B e a ch

rem ove a ng u l a r p o r ti o n s o f the ro a d

d efi n i ti o n , fi n a n c i a l fe as i b i l it y, a nd

histori c D owntown a re a. Reco g nizi ng

th at divi d e D ow n tow n a n d re i n fo rce a

p u b l i c p rivate p a r tn e r s hi p s up p or t .

the i mmense oppo r tu n i t y, th e C i t y

m ore re c ti l i n e a r s tre et gri d that wi l l

of Myr tl e Be ach i m m edi ately wen t

form th e p hys i ca l b as i s o f the D i s tri c t .

to work, craf ti ng b oth top-dow n a n d

L S 3 P was s el e c te d to p rovi de c it y p l a n n i ng a n d a rchi te c tu ra l s er vices

bot tom-up strate gies to m ake th e

SP E AR H E A D E D BY TO P -T IE R E XP E RT IS E

to d es ig n a l l b u i l d i ngs a n d ground s

Distri c t a re al i t y.

Th e C i t y a l s o l o o ke d o u t wa rd fo r

wi thi n the A r t s + I n n ovati o n Distric t .

key exp e r ti s e f ro m co n s u l ta n t s i n

The fi rm ’s a dva n ce p l a n s d istilled th e

Worki ng al ongsi de C i t y Pl ann i ng,

a n u m b e r o f sp e c i fi c fi el d s . Thes e

D i s tri c t i n to a s e ri es o f a c ti ona b le,

the Ci t y Cou nci l cre ated a zoni ng

a ddi ti o n a l p a r tn e r s hi p s we re s e cu re d

p ri o ri tize d s te p s that we re g uid ed by

d esignati on th at wo u l d enh ance and

th rou gh co mp eti tive b i d d i ng p ro ces s es

a cl e a r vi s i o n . D el ive ra b l es includ ed

e ncou rage devel op m en t wi th i n th e

w h i ch a l l owe d the Ci t y to a cces s

the A r t s + I n n ovati o n D i s tri c t Vision

Distri c t . Ci t y l e ade r sh i p en cou raged

reco g nize d l e a d e r s i n the i r va ri o u s

B o o k, d ra f te d a n d p u b l i s he d as a

“ livi ng docu ment ” th at evo lves wi th

gro u p, e M YRge, the HTC A sp i re

Q u a l i fi cati o n s to s o l i c i t a n d id entif y

the proj ec t over i ts l i fespan.

H u b ope n e d i n 2 0 2 2 , wel co m i ng

qu a l i fi e d d evel o p m e n t p a r tner s . At

en trepre n e u ri a l cowo rki ng to the

the co n cl u s i o n o f thi s p ro cess , one or

neigh bo rho o d.

m o re fi rm s wi l l b e s el e c te d to d evelop

TR AN SF O RM ATIV E M O M ENT U M

the D i s tri c t ’s vi s i o n i n a cco rda nce with

In th e me anti me, th e Di stri c t i s rapi dly taki ng sh ape. Con stru c ti o n h as been

A F U T U R E T H AT IS C LO S E AT H A N D

go a l s a n d g u i da n ce o f the C it y. Future

compl eted for th e h i stori c preser vati o n

G rou ndwo rk fo r fu tu re grow th i s b e i ng

p has es wi l l s e r ve to d el ive r th e h ost

an d adaptive reuse o f a l l C i t y -ow n ed

esta b l i s he d as wel l. A s p a r t o f a n

o f co mp o n e n t s that b ri ng the Distric t

bui l di ngs l ocated a l ong th e Di stri c t ’s

i mpo r ta n t co l l a b o rati o n , the Ci t y o f

to l i fe a n d hel p es ta b l i s h a one - of - a -

spi ne. U nder a pa r tn er sh i p b et ween

My r tl e B e a ch, B e n chm a rk Pl a n n i ng,

ki n d s e n s e o f p l a ce.

the Ci t y, HTC , and a l oca l com m u ni t y

and RC LCO p re p a re d a Re qu es t fo r

SECTION TWO

DISTRICT VISION

A C U LT U R A L H U B F O R ARTS, INNOVATION, & 21ST CENTURY TOURISM CO N FLU EN CE O F A R T S + I NN OVAT I O N Our Ar ts + Innovati o n Di stri c t cre ates a once -i n- a- generati o n oppo r tu n i t y to igni te communi t y devel opm ent , foster e ntrepreneu r shi p, h a rness em erg i ng id e as , and suppor t n ew econom i c ve ntures . Th i s compel l i ng bl end of places and u ses wi l l encou rage peopl e of al l ages to engage wi th the ar ts , i nterac t wi th cu l tu re and th e com muni t y, l e arn, and grow.

H I S TO RIC R E V E R E N CE W I T H F ORWARD -LO O KIN G ASP I R AT I O NS Throu gh strate gi c i nvestm ent a n d d evel opment, we ca n b u i l d u p o n th e ex isti ng ch arm and ch a ra c ter o f th e H istori c D i stri c t and a c tivate bel oved sp aces wi th new uses . Revi ta l izi ng the the ater wi l l ma i n ta i n b oth th e s truc tu ral h i stor y a n d th e l e gac y of per formance, whi le preser vati o n a n d re n ovati on of N an ce Pl aza cel ebrates the master bu i l der w h o h el ped cre ate the ci t y and h onor th e l e gac y of places that are vi tal to My r t l e B e a ch’s histor y.

AN AB U N DA N C E OF C ULT UR E AND I D E N T IT Y My r t l e B e a ch has a u n i qu e cu l tu re a n d i de n ti t y w hi ch re p res e n t s i t s diver se p o p u l ati o n a n d i s b el ove d by vi si to r s a n d res i d e n t s a l i ke. Wi th ou r Ar t s & I n n ovati o n D i s tri c t , we ca n su perch a rge thi s i d e n ti t y wi th ri ch, vari ed p ro gra m m i ng s u ch as m u s e u m s , th e ater p e r fo rm a n ces , a n d a l i b ra r y th at ope n s i t s d o o r s to va ri o u s eve n t spaces a n d p u b l i c p l azas .

A S TAG E F OR C IV IC P RID E Centra l izi ng c i t y s e r vi ces wi l l stre am li n e o p e rati o n s a n d b o o s t civi c pri d e. The a d d i ti o n o f a l aw enfo rce m e n t ce n te r, ex p a n s ive a ddi ti o n s to the hi s to ri c Ci t y H a l l, e asy - to- a cces s m u n i c i p a l s e r vi ces a l l wi th i n a rm ’s re a ch, a n d a d d i ti o n a l resou rces wi l l c re ate a n i d e a l a n d wel co m i ng “ f ro n t d o o r ” to the com m u n i t y.

A COM M UN IT Y M AGN E T A N D U N I FI E R O u r A r t s + I n n ovati o n D i s tri c t will p rovi d e a m u ch- n e e d e d ce n ter of gravi t y fo r the c i t y. The d i s tric t will c re ate o p p o r tu n i ti es fo r e n ter ta inment a n d e n ri chm e n t , e n co u rag i ng overla p b et we e n d ive r s e u s e r gro u p s a nd p ro u d ly u n i f yi ng res i d e n t s around a n exc i ti ng p u b l i c a m e n i t y. The Distric t wi l l b e a p l a ce to cel eb rate “loca ln es s ,” w he re tow n cel eb rations ca n b e hel d a n d i n fo rm ati o n ca n b e sh a red. S tre ngthe n i ng co n n e c ti o n s to loca l tra n s i t wi l l m a ke the s i te a ccessib le, i n cl u s ive, a n d vi b ra n t . A BE N CH M A RK F OR 2 1 S T C E N T U RY D OW N TOW N COAS TA L L IV IN G I n re i m ag i n i ng the p a ra d ig m of a tra d i ti o n a l “s e as o n a l b e a ch tow n,” we ca n b u i l d o n Myr t l e B e a ch’s le ga c y to b e co m e a fo u r- s e as o n d estination w hi ch i s ri ch i n co m m u n i t y a nd rich i n a m e n i ti es . A s u cces sfu l A r ts & I n n ovati o n D i s tri c t wi l l b e n ot only a b e a co n fo r l o ca l to u ri s m , b ut a cata lys t to i n sp i re othe r co m munities towa rd s s i m i l a r grow th a n d i nves tm e n t .

Platform for Community Development + Entrepreneurship

Evolution in Myrtle Beach Legacy Recenter Town Commons as City Nexus

Hub for Amusement, Tourism + Culture

DISTRICT VISION

MYRTLE BEACH ARTS + INNOVATION DISTRICT

D ES I G N ST R AT E G I ES

SIX DISTRICT-WIDE ADVANCED PLANNING STR AT EGIE S

1. R E ALIGN 501, R EI NS TAT E G R I D , A ND HE AL THE CO NNE C T I O N W I T H BROADWAY

2 . P R E S E RV E T H E H IS TORIC BLOCK & SU P ERCH A RGE P UBL IC R E A LM W IT H A VAR I E T Y OF O P E N S PAC E S

3 . A N CH OR T H E D IS T RIC T W I T H A H E IG H T E N E D S E N S E OF A RR I VAL AN D C E N T R A L IZ E D C IT Y S E RV IC E S

Reori enti ng High way 5 0 1 f ro m

Th e m i x tu re o f ex i s ti ng b u i l d i ngs a n d

Es ta b l i s hi ng p hys i ca l gateways a nd

Broadway to 7th Aven u e wi l l expa n d

pu bl i c sp a ces i s p ro m i n e n t i n Myr t l e

a ce n tra l l o cati o n fo r Ci t y ser vices

and extend devel o pm ent a l ong th i s

B e ach’s hi s to r y, b oth a rchi te c tu ra l ly

wi l l c re ate a n ex u s p o i n t that is

mai n corri dor boundar y. Rei ntro du ci ng

a n d cu l tu ra l ly. P res e r vi ng the

co nve n i e n t a n d b e n efi c i a l fo r C it y

larger parcel s to th i s por ti o n of

ch arac te r o f thi s b l o ck wi l l gro u n d the

i n ha b i ta n t s . The m u n i c i p a l center will

the ci t y gri d wi l l a l l ow for l arger

Ar ts + In n ovati o n D i s tri c t as a n ew

b e b i s e c te d by a ce n tra l tree law n

d evel opment proper ti es th at conn ec t

desti nati o n wi thi n the Ci t y.

a n d ro a dway that o pti m izes interna l

the Ar ts + Innovatio n Di stri c t to th e ex isti ng adj acent context .

p u b l i c gathe ri ng.

2 15 TRANSFER CENTER

4. FRO NT MR. JO E W H I T E AV ENU E W I TH N E W MIXED - U SE, M I X ED I N CO ME D E V ELO P M ENT

5 . I NT EGR AT E E XIS T IN G A N D N E W M O D E S OF T R A N S P ORTAT ION

6 . C ATA LY Z E D E V E LO P M E N T W I T H TA RGE T E D M IXE D - U S E D E V E LO PME N T S

P rovi di ng mi xed-u se and m i xed-

M u l ti -m o da l fo rm s o f tra n sp o r tati o n

A m i x o f res i d e n ti a l a n d co m merc ia l

income devel opme nt wi l l en erg ize th e

a n d a cces s i b i l i t y wi l l b e c ri ti ca l to

u s es wi l l e n co u rage i n te rco nnec tions ,

Distri c t wi th fu ture i nh abi ta n t s and

th e su cces s o f the A r t s + I n n ovati o n

co l l a b o rati o n s , a n d p a r tn e r sh ip

com merci al bu si nesses a rou nd th e

Di stri c t . Wa l ka b i l i t y a n d a cces s wi l l

o p p o r tu n i ti es fo r res i d e n t s a nd

key pu bl i c spaces , provi di ng a cri ti ca l

b e key el e m e n t s o f u s e, s u p p o r te d

b u s i n es s es a l i ke.

mass of u se and a c tivi t y ye a r-ro u n d.

by bu s ro u tes , b i c ycl e l a n es , a n d a n expa n de d s tre et s ca p e p l a n .

SECTION THREE

8 KEY MOMENTS

KEY MOMENTS

A DISTRIC T PUNC TUAT ED WITH EIGHT KEY MOMENTS

9TH AV EN U E A vibrant m ain tho ro u gh fa re showcasing the Distri c t ’s ri ch pu blic re alm

H I S TO R I C CO R E A pl a ce to e n l ive n c i t y ’s l e ga c y, we avi ng to geth e r th e “ te n a ci o u s yeste rday ” a n d th e “ i n n ovative to m o rrow ”

COM M UN IT Y PA RK Th e keysto n e o f th e Di stri c t ; a fl o u ri sh i ng o u tdo o r re a l m fo r th e l o ca l s a n d vi s i to rs a l i ke to e nj oy

COM M UN IT Y H UB Th e h e a r t o f th e com m unit y, w h e re a r ts, cu l tu re, and i n n ovati o n co me to life

M IXED -U SE GAT E WAY A n econom ic hub, b u st l i ng wi th p laces to e at, d ri n k, work, and shop

M U NI CI PAL CENT E R A ce n tra l ize d a ccess p o i n t fo r ci tize n s ’ n e e d s

WORKF ORC E H OU S IN G D ive rse a n d a mp l e h o u si ng righ t at th e e dge o f th e di stri c t

A RT M U S E UM A n ex u s fo r c re ativit y and co mmu n i t y, ex te n d ing beyo n d th e mu s e um ’s walls

CO MMU N I T Y H U B

AR T MU S E U M

MI X E D - U SE GAT E WAY

CO M M U N IT Y PA R K

H IS TO R IC COR E

A + I MI X E D - I N COM E WO R KF ORCE H O U SIN G

MU N I C I PA L CENTER 9TH AV E N U E

MOMENT #1

9TH AVENUE

MOMENT #1: 9TH AVENUE

TONE - SETTING PUBLIC REALM BRIMMING WITH ACTIVITY & VIBRANCY At 9th Avenue, th e Ar ts + I nn ovati o n Distri c t ’s i denti t y wi l l be o n fu l l d ispl ay. Star ti ng at M ai n S treet a n d con nec ti ng wi th the re -i m ag i ned N . Oak Street, 9th Aven u e wi l l set th e tone for a thrivi ng pu b l i c re a l m a n d high-qual i t y i nvestm en t . D evel opm ent alo ng thi s avenue wi l l dem o n strate

M YR T L E BE ACH, S C

our commi tment to m a ki ng th i s vi si o n a re al i t y. H a l l marks of th e re -envi si oned 9th Avenue wi l l i ncl u de genero u s s idewal ks for pedestri an com for t , an ex panded tree can o py for i den ti t y and charac ter, and po ro u s reta i l spaces that spi l l ou t onto street s bri m m i ng with ac tivi t y and vi b ra n c y. Th ese elements wi l l represent at ta i n a b l e, tangi bl e e arly successes wi th i n th e Distri c t, wi th an eye towards gai ni ng momentu m and ga rneri ng pu b l i c exci tement .

M YR T L E BE ACH, S C

CO MP LE T ED CO - WO RKIN G S PAC E M Y RTLE BE ACH, S C

9 T H AV EN UE

MOMENT #1: 9TH AVENUE

FIV E D E SIGN STR AT EGIE S

E S TAB LISH N AN CE P L A Z A AS M AI N PU B LIC R E ALM O N 9 T H AV ENU E

E X T END E XIS T IN G T R E E M E D I A N T HRO U G H F UL L L E N GT H OF AV E N UE

R E E S TA BL IS H R E TA IL / COM ME RCI AL S E RV IC E S A LON G AV E N UE

H istori c N ance Pl aza wi l l ser ve as

E xtendi ng the l u s h tre e ca n o py wi l l

Reki n d l i ng the o n ce - vi b ra n t reta il

an anch or and a gateway i nto th e

h eigh te n the ex p e ri e n ce o f the p u b l i c

co mp o n e n t s wi l l e n co u rage a c tivit y

Distri c t, se aml essly kni t ti ng to geth er

re a l m .

a n d e ngage m e n t .

the past and the fu tu re

PRO MOT E ACCE S SI B I LI T Y T HRO U G H S I D E WALKS AN D BI C YCLE L ANE S

O R I ENT V IE W IN G E XP E RIE N C E TOWAR D S OC E A N F RON T

S hared si dewal ks and protec ted bi ke

Wi th th e o ce a n j u s t s e co n d s away, 9 th

lanes wi l l cre ate ide a l oppo r tu n i ti es

Aven u e ca ptu res that i d e a l vi ewp o i n t

for an i nterconnec ted, m u l ti -m oda l

for m ax i m u m i mp a c t a n d co n n e c ti o n

Distri c t .

to “ pl a ce.”

MOMENT #1: 9TH AVENUE

SNAPSHOT

AC TI V E R E TA I L TO E N LI V E N TH E S TR E E T

9TH AV EN U E FE AT UR E S 1 N ew M i xed-U se D evel o pm en t 2 Exi sti ng Bu i l di ngs 3 Hi stori c N ance Pl aza 4 Extended Tree M edi a n

SP E C I A L SI D E WA LK PAV E R S

O U TDO OR SE ATI N G SPI LLI N G O N TO SI D E WALKS

REGULAR S TR E E T TR E E S LI N E TH E SI D E WA LK

B R A ND E D D IS T R I C T S IG N AG E & WAY FI N DI N G

5 S i dewal ks wi th B i c ycl e Lanes

2 4

BR A N D ED D I S TRI C T S I G N AG E A N D WAY FIN D IN G R EGUL AR S TR EE T TR E E S LINE TH E SID E WALK ’ S E DGE AC TIV E R E TA I L A N D COWO R KI N G S PAC E S EN LIV EN THE S TR E E T

OU T DOOR SE AT IN G AND D I N IN G T HAT SPIL L S ON TO T HE SID E WA LK

S P E C I A L S ID E WA LK PAV ERS

MOMENT #2

HISTORIC CORE

M O M E NT # 2 : HI STO RI C CO RE

HISTORIC REVERENCE WITH COMPLEMENTARY PUBLIC OPEN SPACE The Ar ts + Innovati o n Di stri c t b oasts a key asset - a num b er o f h i stori c bui l di ngs from th e tu rn of th e centu r y - and captu ri ng thei r ar ti sti c spi ri t and l e gac y wi l l be a h igh pri o ri t y. The vi si on for th e H i stori c Core i s to compl ement these h i stori c b u i l di ngs with publ i c open spa ce, i n cl u di ng a

M YR T L E BE ACH, S C

re invigorated hi sto ri c N ance Pl aza, to punc tuate 9th Ave n u e. A n ew pu b l i c open space and reta i l pavi l i o n wi l l also enl iven the i nter sec ti o n of 8 th Avenue and M ai n S treet . * D o es M ai n ex ist? The exi sti ng smal l - sca l e bu i l di ng fabri c i s al so i de al for a va ri et y o f retai l experi ences wi th th e poten ti al to at trac t tenants and par tn er s su ch as Coastal Carol i n a U niver si t y, G ra n d Strand Brewi ng Co mpany, and My r tl e Be ach’s new the ater pa r tern sh i p wi th Co astal Carol i na U n iver si t y.

M YR T L E BE ACH, S C

M Y RTLE BE ACH, S C

H IS TORIC CO R E

M O M E NT # 2 : HI STO RI C CO RE

FIV E D E SIGN STR AT EGIE S

R E CL AIM CO RN ER O F CO R E AS PU B LIC R E ALM FRO M R EI NS TAT ED G RID

E X PAND S ID E WA L K P E RIM E T E R TO P RO M OT E WA L K A BIL IT Y

E N L IV E N W IT H V IBR A N T M IX O F U SE S A N D S PAC E S F OR GAT H E RIN G

A mi rrored publ i c pl aza, di rec tly

Th i s n ew s i d ewa l k wi l l fo rge a

Thi s b l o ck wi l l b e wra p p e d with

adj acent to N ance Pl aza, wi l l recl a i m

co n n ec ti o n b et we e n the b l o ck a n d

l ively u s es that sp i l l o u t o n to th e

and buf fer th e D i stri c t .

Oak S tre et , c re ati ng a fu l ly wa l ka b l e

s u rro u n d i ng co rri d o r s , b ri ng ing th is

Di stri c t .

a re a to l i fe.

PROV ID E INT ERN A L PAR KI N G TO K EEP FRON TAGE AC TIV E

I NT EG R AT E M ULT I- M ODA L ACC E S S TO U SE S W IT H IN COR E

In an ef for t to mai n ta i n a pedestri an

Ty i ng i n to p u b l i c tra n s i t a n d b i c ycl e

pri ori tized publ i c re a l m , i mproved

ro u tes li n i ng the re g i o n wi l l c re ate a n

per vi ous paver parki ng i s a seco n dar y

a ccessi b l e D i s tri c t fo r a l l.

layer, tucked wi th i n th e core.

M O M E NT # 2 : HI STO RI C CO RE

SNAPSHOT O U TDO O R SE ATI N G SPI LLI N G O N TO SI D E WA LKS

H I S TO RIC CO R E FE AT U R E S

P E D E S TR I A N S C A LE D LI G H TI N G

SPECIAL S ID E WA L K PAV E R S

AC TI V E R E TA I L TO E N LI V E N TH E S TR E E T

1 N ew Pu bl i c Pl aza 2 Hi stori c N ance Pl aza

REGULAR S TR E E T TR E E S LI N E TH E PL A Z A

3 N ew Pedestri an Conn ec ti o n 4 Internal Parki ng 5. Infi l l D evel opment Oppor tu n i t y 6. CCU /Ci t y The atre H i stori c Preser vati on + Ada ptive Reu se

R E GUL AR S T R EE T TR EE S L IN E T HE PL A Z A

P ED E S TRI AN- S C ALED LIG H TIN G

AC TI VAT E R E TA I L TO EN LIV EN THE S TR EE T

S P E C I A L S ID E WA LK PAV E R S

OU TDOOR SE AT IN G AN D DIN IN G TH AT SP ILL S ONTO SID E WAL K

MOMENT #3

COMMUNIT Y PARK

M O M E NT # 3 : CO M M U N IT Y PA RK

LUSH AND VIBRANT FRONT DOOR FOR THE DISTRICT

At th e he ar t of th e Ar ts & I n n ovati o n Distri c t i s the Com m u ni t y Park. Fl anked by oppor tuni ti es to l e arn a n d m om en t s for commu ni t y grow th , th e Com m u ni t y Pa rk wi l l bu stl e wi th o u tdoo r a c tivi ti es , s chool fi el d tri ps , and l oca l com m u ni t y events . In col l aborati on wi th B ol to n & M enk the Communi t y Park wi l l b e th e new gateway to the Di stri c t, cre ati ng th e te rmi nus for Broadway wi th i co n i c o a k trees and resi denti al neigh b orh o ods via new trai l s nor th o f th e pa rk , wel comi ng vi si tor s a n d sig n i f y i ng to al l that “ we have arrived.” The Communi t y Pa rk wi l l be fu r th er ac tivated by th ree n ew reta i l pavi l i o n s – t wo adj acent to th e rei m ag i n ed trai n depot, and o n e at th e n ew - a n dimproved i nter sec ti o n of 8 th Avenu e, Oak Street, and Broadway S treet .

STR

EET

COM M UNIT Y PAR K

M O M E NT # 3 : CO M M U N IT Y PA RK

SIX D E SIGN STR AT EGIE S

I N CO RP O R AT E N E W I NT ER SE C T I O N OF OAK S TR E E T & 8 T H AV ENU E TO S TR EE T S C AP E

D E F I NE E D GE S OF P UBL IC R E A LM T HRO U G H VA RIOU S U S E S AT P ER I M E T E R

ORIE N T GAT E WAYS A ROUN D GAT H E RIN G S PAC E

Re al igni ng the stre et gri d wi l l cre ate

Th e edges o f thi s c ivi c p a rk wi l l b ri m

The o p e n gre e n sp a ce has th e

an i de al oppor tuni t y to re -esta b l i sh

wi th ac tivi t y, f ro m i n te ra c tive m u s e u m s

p ote n ti a l to b e co m e a co m munit y

and refocu s pu bl i c i n ter sec ti o n s .

to reta i l to p avi l i o n s fo r a r ti sa n

s ta p l e ho s ti ng eve n t s l i ke th e a nnua l

m a rketp l a ces to hi s to ri c el e m e n t s l i ke

Chri s tm as tre e l ighti ng, s tate footb a ll

th e train d e p ot

cha mp i o n s , l o ca l co m m u n i t y events a n d b ri ng i n n ew d evel o p m ent o p p o r tu n i ti es .

M U LTI-PU RP O SE GR EEN SPACE F O R GATHERIN G

B U F F ER P UBL IC R E A LM W IT H T R E E S TO F R AM E GAT H E RIN G S PAC E

R E C L A IM T H E N E W, P E D E S T R I AN P RIORIT Y IN T E RS E C T ION

The open green sp ace at th e cen ter

Va ri o u s l u s h tre es s u rro u n d i ng the

The re a l ig n m e n t o f H W Y 5 0 1 a llowed

of the pl aza wi l l b ecom e th e center

open gre e n sp a ce wi l l c re ate a n

fo r the es ta b l i s hm e n t o f p e d estria n-

of gravi t y for the si te, wi th va ri o u s

i n ti m ate a n d p ro gra m m a b l e a re a o f

fo cu s e d, l ively i n te r s e c ti o n

uses for spor ti ng a c tivi es , m arket s ,

th i s l a rge r o p e n sp a ce.

per formances , and ci t y a n d co m m u n i t y events .

M O M E NT # 3 : CO M M U N IT Y PA RK

SNAPSHOT F O O D TRU CK LI N E U P R E - I M AG I N E D TR A I N D E P OT

ART MU SE U M ANNEX & S TAG E 1 Communi t y Park 2 G ath eri ng Pavi l io n s

I CO N I C O BE LI SK ON A XIS W I TH 8TH AV E & OA K S T

E X I S TI N G I LLU MI N AT E D TA LL TR A N SMI S SI O N P O LE

IM PROV E D PA RKI N G

PR E FA B R E S TRO O MS

3 Oak Street & 8th Aven u e I nter sec ti o n

A R B ORS THAT DI S TIN GUIS H PATHWAYS

PL AY H I LL S F O R A LL AGE S

P E D E S TR I A N PR I O R I TIZ E D I N T E R SE C TI O N

OAK TR EE S AT TH E T E RMINU S OF TH E S TR EE T

R EI M AG IN ED TR A IN D EP OT CE N T R AL GAT HERIN G S PAC E

CO MMU N IT Y- A MEN I T Y P L A Z A R E CL AIME D P E D E S T RI AN P RIORIT IZ E D INT E RSE C T ION

M O M E NT # 3 : CO M M U N IT Y PA RK

A LUSH AND VIBRANT GAT E WAY R A IL TO T R A IL

4 5 3 1 2

R A IL TO T R AI L

7 51

M O M E NT # 3 : CO M M U N IT Y PA RK

COMMUNIT Y GATHERING

S TAGED E V ENT

M A RK E T E V E N T

SPECIAL EVENT

L ARGE CON CERT ( 1 7) 10 X 10 T ENT S EST. 785 SE AT S ( 1 ) SOUND B OOTH

M ARK E T O P TI ON 1 (25) 10 X 10 T E NT S (4) BISTRO TAB LES

AR T WALK E V E NT ( 27) 10 X 10 T E NT S

MEDIUM CON CERT EST.475 SE AT S 1 SOUND B OOTH

M ARK E T O P TI ON 2 (14) 10 X 10 T E NT S (4) BISTRO TAB LES

L ARG E D E P OT E V E NT ( 1) 40X60 T E NT

OU TDOOR MOVIE ( 6 ) 10 X 10 T ENT S EST. 300 SE AT S L AWN SE ATIN G IN FRONT ( 1 ) SOUND B OOTH

M ARK E T O P TI ON 3 (20) 10 X 10 T E NT S (4) BISTRO TAB LES

S M ALL D E P OT E V E NT ( 12) 10X10 T E NT S

MOMENT #4

COMMUNIT Y HUB

MOMENT #4: COMMUNIT Y HUB

INTERNAL REFUGE THROUGH A CHANGE OF PACE This Commu ni t y Hu b wi l l ser ve as a “ front door ” for th e Di stri c t . A s a ce nter of gravi t y wi th desti nati o n s that wi l l enti ce peo pl e to th e a re a, the Hu b wi l l be a pl ace to bri ng th e kids for ampl e l e a rni ng and engag i ng oppor tuni ti es . Flexi bl e gath eri ng spa ces wi l l spi l l ou t into th e pl aza for even t s to en co u rage com muni t y h appen i ngs and i n fo rm al gatheri ngs al i ke. A s a cen terpi ece for th e commu ni t y and th e core o f th e Ar ts & Innovati on Di stri c t , th e H u b wi l l be a pl ace to grow, experi en ce, and le arn.

COMMUN IT Y HUB

MOMENT #4: COMMUNIT Y HUB

FIV E D E SIGN STR AT EGIE S

PU N C T U R E E DGE O F U SE S W I T H

I NT EG R AT E S E CON DA RY ACC E S S TO

D E S IGN AT E PA RKIN G S E RV ICE S AT

I NT ERN AL CO U RT YAR D T Y I N G TO

CO M M U N IT Y IN S T IT U T ION S

P E RIP H E RY OF BLOCK

An i nternal, pedes tri an- sca l ed

A seco n da r y a cces s p o i n t wi l l m i tigate

Lo cati ng p a rki ng s e r vi ces o p p osite

cour t yard sl i ces th ro u gh th e

a veh i cul a r- he av y p u b l i c f ro n tage

the Co m m u n i t y Pa rk wi l l e n courage

Co mmu ni t y Hu b to ti e i n to adj a cent

w h i l e a l s o e n s u ri ng m u l ti p l e ave n u es

wa l ka b i l i t y thro u gho u t the Distric t .

sp aces .

for en tr y i n to thes e i co n i c p l a ces .

CO MMU N IT Y PARK

FRON T LOAD INT ER N AL CO U R T YAR D

P ROVI D E A M P L E C IRC UL AT ION

W I TH AC TIV E U SE S AND M O M ENT S

T HRO U G H COURT YA RD

F OR GATHERIN G The i nternal cour t yard at th e gro u n d

S a n dwi che d b et we e n t wo m aj o r

flo or wi l l cre ate o ppor tu n i ti es to

com m u n i t y i co n s , thi s co u r t ya rd wi l l

e nliven th e space, a c tivati ng i t

prom ote wa l ka b i l i t y a n d a cces s i b i l i t y.

throu gh a mi x of u ses .

MOMENT #4: COMMUNIT Y HUB

SNAPSHOT

CO MMU N IT Y HU B F E AT U R E S 1 Pl aza 2 Pedestri an- S cal e d Cou r t yard

O U TDO O R SE ATI N G SPI LLI N G O N TO SI D E WA LKS

R E - IM AG IN E D T R A IN D E P OT & R A IL TO T R A IL

3 D esignated Parki ng 4 Ci rcu l ati on bet ween Communi t y Park and M i xed-U se G ateway

CO M M U N IT Y ICO N P L A Z AS

C ATA LYS T U SE S

OBELIS K W ITH IN THE PA RK

CO MMU N IT Y I CO N PL A Z AS

R E IM AGIN ED T R AIN D E P OT

P U BLIC S E ATI N G

MOMENT #4: COMMUNIT Y HUB

COMMUNIT Y LIBRARY

The Communi t y Li b rar y co n ta i n s t wo i nterac tive fl oo r s of space located at the nex u s o f Oa k S treet and 9th Avenu e an d h el ps fra m e the communi t y park. Th e l i b ra r y ’s front door i s both a so ci abl e and con templ ative outd oo r pl aza th at transi ti ons to and f ro m th e co m m u n i t y park—wi th age - speci fi c a re as , e ach with a par ti cu l ar fo cu s o n th e i n teri or. The l i brar y ’s central posi ti o n spe a ks to i ts fundamental rol e i n ou r soci et y. It ’s th e gateway to knowl edge and cul ture. Th at cre ates oppo r tu n i ti es for i ndivi dual s to le a rn, su ppor t e d ucati on, and hel p sh a pe n ew i de as and per spec tives centra l to cre ative and i nnovative com m u ni ti es .

FIRS T FLO O R

S E CO N D FLO O R

TH I RD FLO O R

MOMENT #4: COMMUNIT Y HUB

COMMUNIT Y LIBRARY

L IB R ARY

L IB R ARY VIE W FROM PAR KIN G LOT

MOMENT #5

MIXED-USE GAT E WAY

M O M E N T # 5 : M I X E D - U S E G AT E WAY

RESURGENCE OF LOCAL BUSINESS AND LEISURE, ST EPS FROM YOUR DOOR Th e Mixed- Use G ateway wi l l provi d e a threshold into the civi c po r ti o n o f th e site. At this entr y po i n t, fra m e d vi ews of Cit y Hall a n d i ts s u rro u n d i ng ca mp us will define th e n atu re a n d u ses of this are a. Fl exi b i l i t y wi th i n th i s p ar t of the Distri c t wi l l cre ate pl aces for innovatio n , pro d u c tivi t y, a n d e ntrep reneurship . I n te rn a l ci rcu l ati o n wi ll help to insulate pe d estri a n s fro m vehicular ac tivit y, w h i l e res i d e n ti a l wi th ac tive ground floor u s , resta u ra n ts , a n d a boom ing p ublic re a l m wi l l provi d e pl aces to sit and gath e r.

MIX ED -U SE GAT E WAY

M O M E N T # 5 : M I X E D - U S E G AT E WAY

FIV E D E SIGN STR AT EGIE S

C EN TR ALIZ E PARKI N G S T RU C T U R E

F RO NT B OUN D IN G S T R E E T S W IT H

ACCOM M ODAT E C IRC UL AT ION

W I TH IN A B LO CK AWAY F RO M S T R EE T

G RO U N D F LOOR AC T IV E U S E S A N D

BE T W E E N IN T E RN A L PA RKIN G AN D

U P P ER FLOOR R E S ID E N T I A L

AC T IV E U S E S

Parking will be hid d e n wi th i n th e

Th e b l o ck wi l l be wra p p e d wi th

Key co n n e c ti o n el e me n ts wi l l knit the

bl ock internally, with d i re c t a ccess to

fl o u ri s h i ng a me n i ti es righ t at th e

p a rki ng a re as i n to th e o u tsi d e world,

vehicular- p rioritized stre ets .

fi nge r ti p s o f p e d estri a n s, fa c i ng

ca r vi ng o u t p ivota l th res h o l d s as p ar t

o u t wa rd to th e rest o f th e Di stri c t.

o f th e j o u rn ey.

PU N C T U R E INT ERI O R O F SI T E W I T H

AN CHO R T H E BLOCK W IT H L AW

THR E SHO LDS AT S T R EE T LE V EL

ENF O RC E M E N T C E N T E R

Wrap p ing the retai l wi th a n a c tive,

Th e l aw e n fo rce me n t ce n te r s i ts as a

am enities - rich p ath way wi l l e n co u rage

d i sti n c t n o d e o f th e b l o ck, fa c i ng th e

a variet y of uses .

Co m m u ni t y H u b a n d co mp l eti ng th e wra p a ro u n d th e i n te ri o r p a rki ng

M O M E N T # 5 : M I X E D - U S E G AT E WAY

SNAPSHOT

M IXED -U SED GAT E WAY

C E N TR A LIZ E D PA RKI N G S T RUC T U R E

O U TDO O R SE ATI N G

1 Internal Parking 2 New Pedestrian Co n n e c ti o n s

TR E E S LI N I N G TH E S TR E E T S

3 Residential Uses

G RO U N D F LO O R AC TI V E U SE F RO N TI N G TH E PU BLI C R E A LM

4. Municip al Cour t & Po l i ce Stati o n

3 1

4 3 2

MUNICIPAL C E NT ER BE YOND

TR EE S LIN IN G THE S TR EE T S

AC T IV E U SE S FRONT IN G T HE PUB L IC R E ALM

OU TDO OR SE AT IN G

BR A N D ED S I G N AG E A N D WAY FIN D IN G

MU N IC I PA L C EN T ER BE YO N D

MOMENT #6

MUNICIPAL CENTER

M O M E NT # 6 : M U N I C I PA L C E NTE R

VIBRANT WORKFORCE CENTER FOR 21ST CENTURY RESIDENT Th e centerp iece of th e Mu n i ci pa l Center will be a newly re n ovate d C i t y Hall, with the histo ri c exi sti ng b u i l d i ng fl anked by additions o n e i th e r s i d e. Th e Comp lex will c re ate a l ively, ce ntralized hub for ci t y s e r vi ces wi th exp anded sp ace to a cco m m o date growing needs, and expa n d e d e mp loym ent op p or tu n i ti es to m e et th ese needs . A n internal street wi l l cre ate th e fe eling of a “camp u s wi th i n a ca mpu s ” to bet ter inte grate ci t y s e r vi ces wi th stre am lined, ef ficie n t a ccess . A n ew municip al cour t and po l i ce stati o n across the street wi l l a l l ow fo r b et te r collaboration and co o rd i n ati o n a cro ss a range of cit y depa r tm e n ts .

MUNICIPAL CEN T ER

M O M E NT # 6 : M U N I C I PA L C E NTE R

FIV E D E SIGN STR AT EGIE S

I NS TAT E INT ERN AL S T R EE T F O R ACCE S S TO CE NT ER O F B LO CK

R EI NVI G OR AT E H IS TORIC C IT Y H A L L T HRO U G H C E N T R A L L AW N

E XPA N D COM P L E X T H ROUG H A D D IT ION OF C IT Y S E RV IC E S IN F R AS T RUC T UR E

Dividing this block by a d d i ng a n i n te r-

Th e a d di ti o n o f a l u s h a n d p ro -

G row th o f th e ex i sti ng co mp lex will

nal m e ans of access wi l l a l l ow fo r th e

gra m m ed gre e n sp a ce d i re c t ly fa c i ng

bo l ste r a co mmo n h u b fo r C it y s er-

gre atest connec tivi t y to th i s co mpl ex.

th e exi sti ng C i t y Ha l l wi l l re i n fo rce th e

vi ces , w h i l e h igh l igh ti ng th e historic

i d e a o f a c i tize n - fo cu s e d p u b l i c re a l m.

C i t y Ha l l.

PROV ID E ACCE S SIB LE AM ENI T I E S AT BLOCK EDGE S

I M P LEME N T DA ILY U S E T H ROUG H ADDI T I O N A L LOC AT ION S F OR C IT Y SERVI CE S

A m enities will be spri n kl e d a l o ng th e

Th e a d di ti o n o f res i de n ti a l, gro u n d

bl ock ’s border, enco u rag i ng a n d wel -

fl o o r a c tive u se a n d da i ly C i t y s e r vi ces

com ing users into th e civi c h u b.

a l o ng the stre et wi l l b ri ng c i tize n s i n to th e Ce n te r, a n d a l l ow fo r gre ate r a ccess i b i li t y fo r day - to -day n e e ds .

M O M E NT # 6 : M U N I C I PA L C E NTE R

SNAPSHOT N E W R E SI D E N TI A L W I TH G RO U N D F LO O R AC TI V E U SE

P E D E S TR I ANPATH LI G H TI N G

B R AN D E D SI G N AG E A N D WAY F I N DI N G M U NICIPAL CE NT ER F E AT U R E S

O U TDO O R E V E N T SPAC E

1 Internal Street 2 Cit y Hall Additio n s

R E I N V I G O R AT E D H I S TO R I C C I T Y H A LL

3 Pedestrian- Prioritize d Co n n e c ti o n 4 D evelop m ent Oppo r tu n i t y

NE W CIVIC FACIL IT Y

R EIN VIG O R AT ED H I S TO RIC C IT Y HA LL P ED E S TRI A N - PATH LI G HTIN G

P ED E S TRI A N - P RI O RIT IZ E D CO N N E C TIO N

OU TDOOR E V E N T SPACE BR A N D ED S IG N AG E A N D WAY FI N D IN G

MOMENT #7

A+I MIXED -INCOME WORKFORCE COMMUNIT Y

MOMENT #7:A+I MIXED -INCOME WORKFORCE COMMUNIT Y

HOUSING OPTIONS WITH EQUAL ACCESS TO LOCAL RESOURCES A variet y of reside n ti a l o pti o n s wi l l b e critical to cre ating a d ive rs e, a c tive A r ts + Innovation D i stri c t. Th e h o u s i ng comp onents will be l o cate d at th e e dge of the Distric t a n d co n n e c ti ng th rough 10th Street, b l u rri ng th e e dges o f the site and m itigati ng th e s ca l e by sl owly dissolving into th e exi sti ng fa b ri c. This will be an a re a o f e n e rgy a n d ac tivit y with a m ix o f te n a n ts , gro u n d fl o or ac tive uses, a we a l th o f a m e n i ti es wi thin walking dista n ce, a n d b a l co n i es to engage the thrivi ng pu b l i c re a l m from ever y level.

A+I MIX E D -IN COME WORKF ORCE HOU SIN G

MOMENT #7:A+I MIXED -INCOME WORKFORCE COMMUNIT Y

FOUR D E SIGN STR AT EGIE S

FRON T MR. JO E W H I T E AV ENU E W I T H

AM P LI F Y BLOCK AC T IV IT Y W IT H R E S I-

IN T E RN A L IZ E PA RKIN G F OR FU T U R E

G RO U N D FLO O R AC T I V E U SE

D ENT I A L A B OV E AC T IV E U S E S

R E S ID E N T U S E

Robust ac tive use o pti o n s fro n ti ng th e

A va ri et y o f h o u s i ng ch o i ces wi l l s i t

Tu cki ng th e p a rki ng i n to to the center

street will enliven th e a re a.

a b ove th i s gro u n d- fl o o r a c tive u s e,

o f th e bl o ck wi l l p ri o ri tize p edestrians

o f fe ri ng My r t l e B e a ch c i tize n s p l a ces

a n d c re ate a s e co n da r y l ayer of con-

to ca l l h o me.

n e c tivi t y.

DI S TILL DIS TRIC T LI M I T S W I T H ADDI TI ON AL HO U SIN G AT EDG E

Li ning the edge of th e D i stri c t wi th more housing will a l l ow fo r a s o f te n e d Di stric t edge that tra n s i ti o n s i n to th e gre ater Myr tle Be a ch a re a.

MOMENT #7:A+I MIXED -INCOME WORKFORCE COMMUNIT Y

SNAPSHOT

WO RKF O RCE FE AT U R E S

BR A N D ED SI G N AGE AND WAY F I NDIN G

U PP E R F LO O R R E SI D E N TI A L BA LCO N I E S E N GAG I N G W I TH S TR E E T S

1 Connec tion to Mi xe d - Us e G ateway 2 Internal Parking 3 Street - F acing Res i d e n ti a l Lo b b i es

AC TI VATI N G G RO U N D - F LO O R

1 3

STREET TREES L INE T HE SID E WAL K

U P P ER FLO O R R E S ID EN TI A L BA LCO N IE S EN GAG IN G W ITH EN ERGY O F S TR EE T

R E S ID EN TI A L LO BBY AT S TR EE T LE V EL

BR AND ED SIGN AGE AND WAY FIN DIN G

GROUN D -FLOOR R E TAIL AC T IVAT IN G T HE S T R E E T

CO N N E C TI O N D OW N MR. J O E W H IT E AV EN U E

MOMENT #8

ART MUSEUM

MOMENT #8: ART MUSEUM

BLURRING EDGE BETWEEN C U LT U R A L B E N C H M A R K AND PUBLIC AMENITY Th e ar t m useum wil l s i t at th e prom inent crossroad s o f 8 th Ave n u e and N. Oak Street wi th a h igh ly vi s i b l e corner entrance, a n d wi l l b l u r th e l i n e bet ween cultural a n ch o r a n d pu b l i c am enit y. Direc tly a dj a ce n t to C ivi c Park, the m useum wi l l b e a cu l tu ra l be nchm ark and desti n ati o n i n a n d o f i tself, but will also d raw pe o pl e to th e anim ated, flouri s h i ng pl aza th at celebrates p ublic e ngage m e n t.

A R T M U SEUM

MOMENT #8: ART MUSEUM

FIV E D E SIGN STR AT EGIE S

R E CL AIM PU B LIC R E ALM F RO M

P ROVI D E O P E N S PAC E F OR P UBL IC

N E S T L E A RT M U S E UM AS A N CHO R

R E ALIGNED HW Y 50 1

GAT HERIN G A N D IM P ROM P T U

P OIN T BE T W E E N M A IN S T R E E T S

P L ACEM A KIN G Re aligning Highway 5 0 1 wi l l cre ate

Th i s pl aza wi l l s e r ve as a n ex te n si o n

Si tu ate d at th e co rn e r o f t wo m ajor

re mnant sp ace whi ch i s th e pe r fe c t

o f th e ar t mu se u m a n d a p l a ce fo r

th o ro u gh fa res, th e a r t mu s e um will be

l o cation for a new pu b l i c pl aza.

gath e ri ng, fo o d tru ck ro de o s , a n d oth e r

a vi s u a l a n d p hysi ca l a n ch o r for the

eve n ts .

D i stri c t.

CO N NE C T ART MU SEU M TO CI VI C

AC T I VAT E N E W A RT BLOCK W IT H

PA RK THRO U G H AUX I LI ARY

ADJACE N T R E S ID E N T I A L U S E S

S TRU C T U R E ACRO S S 8 T H AV ENU E Th e bounds of the a r t m u s e u m wi l l

Res i d e n ces wi l l wra p th e re ma i n de r o f

extend across the ro a d, spre a d i ng i ts

th e b l o ck, c re ati ng a co re w h e re c re -

program m ing onto th e C ivi c Pa rk fo r

ative m i n ds wi l l l ive a n d ex p l o re.

additional interac tive a n d co m m u n i t y access .

MOMENT #8: ART MUSEUM

SNAPSHOT

A RT MU SEU M FE AT U R E S 1 Ar t Museum 2 Com m unit y Plaza

R E - I M AG I N E D E X I S TI N G S TRU C T U R E S

BR A N D E D SI G N AG E A N D WAY F I N DI N G F LU SH E D C U R B P E D E S TR I A N ZO N E A R T MU SE U M E N TR A N C E

3 Obelisk, Cycling A r t wo rk, Stage A re a Term inus to Broa dway

ART MU SE U M PL A Z A

R E - IM AGINED E X IS TIN G S TRUC T UR E S

BR A N D ED S IG N AG E A N D WAY FI N D IN G

ART M U SEUM P L A Z A

A RT MU S EU M EN TR A N C E

R E IM AGIN ED E X IS T IN G S T RUC T UR E S

FLU SHED CURB AT E D G E S OF SID E WAL K

M U N I CI PA L CE N T E R

A + I MIX E D - I N COM E WO R KF ORC E HOUSING

M I X E D - U SE GAT E WAY

CO M M U N I T Y HUB

COMMUN I PAR K

9TH AV EN U E

H I S TO R I C CO R E

IT Y AR T M U S E U M

SECTION FOUR

D ISTRICT BR AND

DISTRICT BRAND

POS SIBILIT Y THRIV E S AT THE INTERSECTION OF ARTS AND INNOVATION A R E CO GN IZ ABLE M AR K

Th e Ar t s + I n n ovati o n D i s tri c t b ra n d

at tra c ti ng i n d ivi d u a l s a n d b usiness -

A power ful compo nent of th e Ar ts

tel l s th e s to r y o f a d i s ti n c t p l a ce : thi s

es f ro m n e a r a n d fa r as they seek

+ Innovati on D i stric t i s i ts o n e -of - a -

i s a h om e fo r c re atives , a n i n cu b ato r

l i ke - m i n d e d c re ative sp i ri t s a nd a set -

kind i denti t y, and as su ch , th e Di stri c t

for new thi n ki ng, a n d a ce n te r o f grav -

ti ng that fo s te r s cu t ti ng - e dge th inking.

brand wi l l h el p express th at u n i qu e

i t y th at o ri e n t s p e o p l e i n the Ci t y. Thi s

A s i t co n s i s te n t ly grows a n d p ush es

charac ter i n count l ess fo rm s . Th e Di s -

i s a b e a co n fo r l o ca l s a n d vi s i to r s

fo r wa rd, the b ra n d wi l l swell into a n

tric t ’s brand i s a reco g n izabl e i co n - a

al i ke, a thrivi ng s et ti ng w he re i n d u s tr y

i n ta ng i b l e cu l tu re o f a m azi ng sp a ces ,

d isti nc t fi ngerpri nt th at captu res n ot

and i nge n u i t y m e et .

i n d ivi d u a l s , i n i ti atives , a n d innovative

only the stor y of th e C i t y ’s dy na m i c

thi n ki ng. The b ra n d n ot o n ly foster s a

histor y and ever-cha ng i ng economy,

GALVAN IZIN G CH A N GE

s e n s e o f i d e n ti t y, b u t a l s o a sense of

but al so th e spi ri t o f th i s sig n i fi ca n t

Co m m u n i ti es ra l ly b ehi n d a s tro ng

co m m u n i t y a n d p ri d e. The bra nd will

and bel oved destinati o n .

sense o f cu l tu re. G re at c ivi c p l a ces

cu l tivate a n e nvi ro n m e n t w h ere p eo-

are cre ate d w he n a n i d e n ti t y i s p a i n t -

p l e wi th d i f fe re n t i d e n ti ti es , cultures ,

E XPR E S SIN G PL ACE

ed a cro s s the p u b l i c re a l m fo r a l l to

a n d b a ckgro u n d s ca n co m e to geth er

The Ar ts + Innovati o n Di stri c t b ra n d

see.

to thi n k c re atively a n d m a ke th e world a b et te r p l a ce.

visual ly represents a n d cel eb rates th e ce ntral, u ni f yi ng i d e as of th e Di stri c t

A s th e A r t s + I n n ovati o n D i s tri c t b ra n d

with a vi brant and pl ay fu l m a rk. N ot

express es the etho s o f d i s tri c t , i t wi l l

only does the i denti t y pa ckage b u i l d

foster a sp i ri t o f reviva l a n d grow th.

upon the val u es of th e Di stri c t , bu t

Wi th th e va l u es o f the D i s tri c t o n

it a l so poi nts to key compo n ent s o f

di spl ay, a cu l tu re o f d i s cove r y ca n b e

the master pl an to convey th e u ni qu e

nu r tu red thro u gho u t the a re a, i n sp i r-

oppor tuni ti es and experi en ces fou nd

i ng i nve n ti o n a n d c re ativi t y. The b ra n d

withi n th i s desti nati o n .

ca n a l so s ti r u p l o cati o n a l m ag n eti s m ,

102

103

DISTRICT BRAND

THE DISTRICT’S IDENTITY I S B U I LT F R O M T H E GROUND UP RO OT ED IN H IS TORY The Di stri c t ’s chara c ter i s defi ned i n large par t by th e compl ex l i nes of histor y that pu t My r tl e B e a ch o n th e map. The si te marks th e spot w h ere the h i stori c Ki ngs H igh way m et th e c it y ’s fi r st rai l l i ne al o ng th e i co n i c be achfront, presen ti ng a si ng u l ar locati on where h i stor y, i ndu str y, and cul ture col l i de. To th i s day, th e u nu su al proper ti es are s h a ped by a l e ga c y of rai l l i nes and trade corri do r s . Th e brand bu i l ds on th i s co n di ti o n to re co gnize how th e past h as i nfl u enced the present, and how th e presen t i n sp ires the future.

104

F R A M E D BY S T R E E T S The i rre g u l a r tho ro u ghfa res th at ma ke u p the D i s tri c t ’s hi s to ri c street grid fo rm a co n n e c te d n et work th at sup p o r t s co m m e rce, b u t they a lso le ave b ehi n d a p atchwo rk o f p ro p er ties with at yp i ca l fo rm s . The A r t s + Innovation D i s tri c t re co g n izes that w h at ma kes the D i s tri c t qu i rk y i s w h at ma kes it gre at . I t s d efi n i tive s e n s e of p la ce is fo rm e d by at yp i ca l b l o cks a nd sig na tu re c ivi c gathe ri ng p l a ces sh a p ed f ro m res i d u a l sp a ces . Th e b ra nd highl ight s the ce n tu ri es of ingenuit y, c re ativi t y, a n d sp i ri t ca ptu red in th ese sp a ces .

105

DISTRICT BRAND

THE DISTRICT’S IDENTITY CELEBR AT E S THE INSPIR ED SOULS WHO SHAPED IT BUILT BY P E O PLE The vari ed col or s o f th e Ar ts + I nn ova tio n Di stri c t brand represen t th e ri ch

PRI M A RY B R A N D CO LO RS

d iver si t y of th e Ci t y. Th e i n divi du a l s of the communi t y cam e f ro m di f ferent backgrounds to sh ape a cu l tu re th at cel ebrates i ndivi du a l i t y, h a rd work , qual i t y, and above a l l, rel ati o n sh i ps . These are the doer s a n d m a ker s w h o owned l ocal bu si n esses and su ppo r t e d a growi ng econ omy, sh a pi ng a unique and vi bran t pl ace. Th e co l or s invi te a broader coal i ti o n of co m mu ni t y member s w h o wi l l i nvest i n the Di stri c t ’s future, contri bu ti ng new id e as and addi ng m ore l ayer s to th e Distri c t ’s ch arac te r a n d ch a rm .

106

S E CO N DA RY B R A N D CO LO RS

S PA RK E D BY C R E AT I V I T Y W he n a l l the el e m e n t s of th e b ra nd a re wove n to gethe r, they form a rich m o sa i c . Thes e el e m e n t s rep resent the b u i l d i ng b l o cks that c re ated th e fo u n dati o n o f the co m m u n it y. Drawing f ro m m i d - ce n tu r y co l o r s a nd st yles , the b ra n d res to res the D istric t to its p revi o u s heyday w hi l e a l s o welcoming a b o l d a n d b right fu tu re. Th e A r ts + I n n ovati o n D i s tri c t tel l s o f a c re ative a n d dyn a m i c s et ti ng that hold s b ound l es s p o s s i b i l i ti es fo r d ive r sit y of uses a nd user s . .

107

DISTRICT BRAND

THE DISTRICT IDENTITY WILL BE REVEALED IN EVER C HAN GIN G NE W WAYS A V ERSATILE KIT O F PAR T S The dynami c and fl exi b l e natu re of the brand ensures th at vi su al com muni cati on wi th i n th e Di stri c t wil l entai l an i nterco n n ec ted set of el ements th at ca n b e co h erent ly organized to express a vi b ra n t id enti t y, charac ter, st yl e, a n d tone ac ross a vari et y of pl atform s .

Stakeh ol der s sh ou l d seek to m axi m ize the many ways i n w h i ch th ese brandi ng el ements can b e cre atively appl i ed. Th e rapi d ly devel o pi ng Distri c t wi l l no dou b t conti nu e to fi nd new ways to express i ts reco g niza b l e id enti t y.

SECTION FIVE

IMPL E MENTATIO N

PHASING SCHEDULE

A VIBRANT SETTING SHAPED BY 6 PHASES PROJECTED PROJECTS Key develop m en ts th at b u i l d o u t th e d i stri c t ’s co re wi th kn ow n ti mel i n es a n d se qu e n c i ng

2020-2022

2 0 22-2025

2025-2035

INITI AL PROJE C T S

C ATALYS T PROJE C T S

K E Y COMMUNIT Y PROJE C T S

Utility, Roadway and Streetscape, Infrastructure Engineering

Park and Broadway Street Design Construction

Highway 501 Realignment

HTC Aspire Hub Coworking Space

Parking and Connecting Plaza Improvements

Municipal Center

CCU/City of Myrtle Beach Theater Construction Documents

Municipal Librar y and Classroom Construction

Police Station

Previous Paver Public Parking Improvements

Residential and Open Space Construction

Municipal Court

Nance Plaza

Children’s Museum Design Construction

Structured Parking

Need Assessment - City Hall, Police Station, Municipal Court, and Structured Parking

Ground Floor Active Use at Open Space

Mixed Use Ground Floor Active Uses

112

Mixed Use Residential

CONTINUOUS IMPROVEMENTS Subsequent enh a n ce m e n ts wi th fl exi b l e ti m el i nes a n d resp o n sive s e qu e n c i ng

TB D

TBD

COMMUNIT Y IMPROV EMENT S

R E SID ENTI AL IMPROV EMENT S

COMMERCI AL IMPROV EMENT S

Highway 501 Realignment and 8th Ave Construction

Mixed Income Residential

Existing Property Improvements

Art Museum

Missing Middle Housing

Ground Floor Active Residential Uses

Shared Structured Parking

Market Rate Residential

Main Street Conversion to Pedestrian, Multipurpose Li nkage

Single and Duplex Infill Opportunities Within Existing F a b ri c

Ground Floor Retail Uses Connecting Broadway and O ce a n f ro n t

Connec tion Oce a n fro n t to th e Ar ts and Innovati o n D i stri c t

Ground Floor Makers’ Spaces Connecting Broadway and Ar t Museum

113

SECTION SIX

MARKET ANALYSIS

M A R K E T A N A LY S I S

A DISTRIC T THAT IS PRIMED FOR ROBUST DEVELOPMENT UNTAPP ED GROW T H

h ave ga rn e re d sign i fi ca n t n ati o n a l

Advanced m arket stu d i es by RC LCO

at te n ti o n i n resp o n se to th e i r grow th .

confirm ed what we a l l kn ow : Myr t l e

Oth e r m etro p o l i ta n a re as i n th e re gi o n

GUID E D BY S T R AT E GIC P L A N N I N G

Be ach has seen im m e n s e grow th i n

h ave s ee n ra p i d revi ta l izati o n o f th e i r

Vi si to r-o ri e n te d c i ti es l i ke Wilm ington,

re cent ye ars . The res e a rch h as h el pe d

d ow n tow n a re as, c re ati ng re co gn iza bl e

Vi rgi n i a B e a ch , a n d C h a rl eston have

stakeholders understa n d th e n u a n ces

d esti n ati o n s, w h i l e My r t l e B e a ch h as

a l l b e e n a bl e to c re ate vi b rant,

o f these changes to h el p s et th e

n ot expe ri e n ce d th at sa me l evel o f

mi xe d-u se “ma i n stre ets ” th at at trac t

stage and guide the A r ts + I n n ovati o n

u rb a n i nvestme n t. D esp i te stro ng

resi d e n ts a n d vi s i to rs . Sign i ficant

Di stric t.

grow th co u p l e d wi th co mp a ra bl e

i n f rastru c tu re a n d p u b l i c sp ace

n et wo r th a n d i n co mes, d ow n tow n

i mp rove me n ts h ave h el p e d to sp ark

Comp ared to sim ila r m etro m a rkets i n

Myr t l e Be a ch h as se e n ve r y l i t t l e n ew

devel o p me n t f ro m th e p rivate s ec tor,

th e Southe ast, inclu d i ng Gre e nvi l l e,

m u l ti fa mi ly o r o f fi ce d evel o p me n t

p a r ti cu l a rly vi a n ew mu l ti fa mily

Charleston, Chat tan o o ga, S ava n n a h ,

s i n ce 2 0 0 0 , w h i l e s ma l l e r ma rkets l i ke

h o u s i ng, p u b l i c sp a ce, a n d com m unit y -

Wi lm ington, and Pa n a m a C i t y, Myr t l e

Pa n a m a C i t y a n d S ava n n a h h ave se e n

o ri e n te d reta i l. I n o rde r to establis h

Be ach has seen the h igh est h o u s eh o l d

th o u sa n ds o f n ew u n i ts del ive re d a n d

a n ew dow n tow n i n My r t l e Be ach,

grow th rate of over 2 . 5 % pe r ye a r s i n ce

n ew o f fi ce sp a ce devel o p e d.

th e A r ts + I n n ovati o n D i stri c t will

2010, with these p e e r ci ti es growi ng

at th e mu n i c i p a l l evel.

n e e d to b e th e fi rst move r i n order to

at rates below 2% a n n u a l ly. Th e C i t y ’s

W h i l e s o me o f th i s d i sp a ri t y may be

de mo n strate fe as i bi l i t y a n d build the

annual emp loym en t grow th h as to ppe d

at tri b u te d to th e fa c t th at h o u s eh o l d

bas e o f fu l l - ti me resi d e n ts i n the are a.

th ese p eers as wel l a n d i s proj e c te d

grow th h as b e e n re a l ize d i n o l d e r age

C u rre n t p l a n n i ng a n d p u b l i c investm ent

to rem ain 1% highe r th a n pe e r ci ti es

gro u ps ( ma i n ly h o me ow n e rs w h o h ave

to date d e mo n strates th e C i t y ’s des ire

th rough 2031.

ch o s e n to reti re i n th e My r t l e B e a ch

to s e e s ign i fi ca n t ch a nge i n downtown.

m a rket ) , p e e r c i ti es a l s o s h ow th at th e

Cas e stu di es co n fi rm th at d i rec t p ublic

Th ese statistic s com e eve n as

cata lyti c d evel o p me n t mu st a l so b e l e d

i nvo lve me n t ca n e n co u rage high

Charleston, Savann a h , a n d Gre e nvi l l e

by l o ng - te rm p l a n n i ng a n d strate gizi ng

116

K E Y TA K E AWAYS O verarching them es d e rive d fro m th e m a rket a n alys i s

K E Y FIND IN G

K E Y METRIC

Grow th has sk yrocketed in recent years in Myrtle Beach, topping comparable cities with no signs of slowing.

2.68%

Grow th in MSA since 2010, which was the highest of all peer cities studied in the region

The city sees healthy employment grow th similar to regional metros but with a slight edge expected to continue

Projected margin of grow th over and above peer cities through 2031

764

Residential units delivered in Downtown Myrtle Beach, while peer cities have delivered 2,000+

20%

Grow th in rent rates over 2021 alone, indicative of the extreme demand for more housing options

The district has the opportunity to create a critical mass of retail and mixed commercial uses for local residents.

Retail vacancy rate in Downtown Myrtle Beach, which is lower than many retail clusters around town

TO U R I S M S E C TO R

Tourism, hospitality, and recreation don’t need to be key drivers, but their ancillar y spending in the district will be necessar y.

$7B

Annual economic impact on Myrtle Beach provided by the tourism industr y

OFFICE S E C TO R

New multi- tenant office construction is not viable, but civic offices and small offices should be accommodated in existing buildings.

5,000

H O U S E H O LD G ROW TH E M PLOY M E N T G ROW TH D OW N TOW N G ROW TH

Downtown has captured ver y little of the city ’s intense grow th, unlike peers cities who planned and enabled urban grow th.

R E S I D E N T IA L S E C TO R

The multifamily residential market remains largely under- supplied despite strong net demands from young renters.

CO M M E RCIA L S E C TO R

D E V E LO PM E N T CR E ATI O N RETURN ON INVESTMENT

If planned appropriately by the City, the district should catalyze immense grow th on the property and in surrounding areas.

$600M

Peer cities confirm that the economic impact of the district for the City could be a significant and transformative success.

$43M

Typical square footage of office space sought by companies who might locate in existing buildings

Total projected value of the district and adjacent development upon stabilization

Total tax revenue projected to be generated by the district and surrounding properties by 2035

117

M A R K E T A N A LY S I S

qu alit y infill developm e n t a n d g u i d e

h ave th e o p p o r tu n i t y to d el ive r l a rge,

D i stri c t bet we e n 2 0 2 4 a n d 2 035.

fu ture construc tion th ro u gh po s i ti o n i ng

m i xe d - u se d evel o p me n ts at a s ca l e

Addi ti o n a l ly, s u rro u n d i ng d evelop m ent

o f p ublic sp ace.

n ot ava i l a bl e i n th e A r ts + I n n ovati o n

at th e Pavi l i o n a n d o l d ma l l s ites

D i stri c t. I t i s esti mate d th at th e tota l

ca n ge n e rate a n a ddi ti o n a l $27M in

KI CKS TARTIN G DOW NTOW N G ROW T H

d evel o p me n t o p p o r tu n i t y, i n cl u di ng

tota l tax reve n u e by 2 0 3 5 , ass um ing

Case studies show th at l o ng - te rm

pa rcel s a ro u n d th e D i stri c t, ca n

th ese p roj e c ts a re a bl e to capture the

pl anning can guide fu tu re grow th a n d

ge n e rate a n n u a l p ro p e r t y taxes o f

devel o p me n t mo me n tu m th at res ults

market studies reve a l th at th e retu rn

a b o u t $7 .5 to $ 8 M ( i n 2 0 2 1 d o l l a rs )

f ro m th e A r ts + I n n ovati o n D istric t in

o n investm ent in the A r ts + I n n ovati o n

pe r ye a r f ro m ove r $ 6 0 0 M o f tota l

co mi ng ye a rs .

Di stric t will be re al ize d th ro u gh o u t

d evel o p me n t va l u e at sta b i l izati o n . Th i s

downtown Myr tle B e a ch , n ot j u st i n

ass u m es a rel atively co n se r vative tota l

M IS S IN G R E S ID E N T I A L VA RIE T Y

th e Distric t, sp arking re d evel o pm e n t

d evel o p me n t fo otp ri n t.

Wi th i n th e My r t l e B e a ch M SA , de ma n d fo r mu l ti fa mi ly h o u s ing has

o p p or tunities on surro u n d i ng l a n d. Th e Ci t y of Myr tle Be ach ’s i nvestm e n t i n

Th e ro l e o f th e A r ts + I n n ovati o n

ra p i dly o u tp a ce d n ew d el iveries .

i nf rastruc ture throu gh o u t th e D i stri c t

D i stri c t i s to cata ly ze d evel o p me n t

A l th o u gh 2 0 2 0 saw a re co rd num ber

wi ll not only drive va l u e i n th o s e

th ro u gh o u t th e D ow n tow n My r t l e B e a ch

o f d el ive ri es i n H o rr y Co u n t y, the

pa rcels, including th e m aste r pl a n ,

m a rket by esta b l i s h i ng a co mme rc i a l

ma rket re ma i n s u n d e r- s u p p l ied for

bu t it will also le a d to a d d i ti o n a l

co re th at aggre gates p u bl i c u s es l i ke

n ew mu l ti fa mi ly h o u si ng. Wi th the

develop m ent on ne a rby va ca n t o r

th e l i b rar y, ch i l dre n ’s mu s e u m, a n d

l i mi te d n ew su p p ly del ive re d in

u nderutilized sp aces . Mu ch o f th e

th e ate r wi th mi xe d-u se co mme rc i a l

2 0 2 1 , o ccu p a n c y rates p l u mmeted

return on investm en t wi l l b e d rive n by

a n d m u l ti fa mi ly devel o p me n t. B as e d

a n d re n ts grew sign i fi ca n t ly, at a

re develop m ent ef for ts wi th th e Pavi l i o n

o n cu rre n t p l a n s , i t i s p roj e c te d th at

rate o f ove r 2 0 % , exce e di ng rent

si te with its unobs cu re d o ce a n vi ew

th e i nvestme n t f ro m th e C i t y i n to th e

grow th se e n i n oth e r fast - growing

and the old m all si te, b oth o f wh i ch

D i stri c t wi l l ge n e rate $ 1 6 M i n tota l tax

ma rkets . Wi th va ca n c y bel ow 3% ,

reve n u e wi th i n th e A r ts + I n n ovati o n

118

DRIVIN G AC TIONS The m arkey analys i s stu d i e d pe e r ci ti es a n d aspi rati o n a l u rb a n a re as, a n d u s i ng th e fi n di ngs , i t p ro p o se d fo u r key ac tions that the C i t y o f Myr t l e B e a ch s h o u l d ta ke to e n s u re th e e co n o mi c s u ccess o f th e A r ts a n d I n n ovati o n Di stric t. These p rincip les we re fu r th e r d evel o pe d to fo rm th e b as i s o f th e di stri c t ’s maste r p l a n .

01 E S TABLISH A FR AME WORK F OR GROW TH The creation of clear and appropriately- sized development blocks and parcels establishes opportunities for private investment while creating a walkable, human- scaled district and connecting the district to the city beyond.

02 EMP OW ER FIRS T M ARK E T MOV ERS The distict needs a vibrant commercial corridor in place before private development is likely to begin. The site should establish a retail destination with a focus on both food and beverage and entertainment retailers, providing incentives if necessary

03 AC TIVAT E THE PUBLIC R E ALM The design and programming of signature public spaces will be key to activating the district and differentiating it from standard mixed use development, setting the stage for and enticing adjacent private development.

04 ENSUR E A MIX OF U SE S Multifamily residential, retail, mixed commercial, and quality public space should be the core components of urban revitalization, focusing on local residents and daily wants and needs, as opposed to office space, tourism, or an orientation towards the ocean front.

119

M A R K E T A N A LY S I S

th e rental ap ar tm e n ts m a rket i s

l o cati o n a n d n e igh b o rh o o d ch a ra c te r

ba rs , e n te r ta i n me n t, se r vi ces, and

extrem ely tight, m e a n i ng th at a ny

as d e ci s i o n drive rs . Th ese wi l l l i kely

oth e r s ma l l, l o ca l ly -ow n e d shop s .

new units that come o n l i n e ca n l i kely

b e th e p ri ma r y re n te rs i n th e A r ts

Stu d i es s h ow th at th es e retail

pu s h rents even fur th e r. Ob s e r ve d

+ I n n ovati o n Di stri c t, esp e c i a l ly i n

o pti o n s ca n b e su p p o r te d p rim arily

i n other m arkets in re ce n t m o n th s ,

th e e a rly ye a rs as th e n e igh bo rh o o d

by res i de n ts o f My r t l e B e a ch with

th e trend of sk yrocketi ng re n t grow th

b e g i n s to esta b l i s h i tsel f wi th n ew

a n c i l l a r y sp e n di ng co mi ng f rom tourists

and extrem ely low va ca n c y rates i s

reta i l a nd mu l ti fa mi ly h o u s i ng.

l o o ki ng fo r a u n i qu e, l o ca l ex p erience. I n i ti a l reta i l sh o u l d b e co n centrated

exacerbated in Ho rr y Co u n t y. Re n t grow th tells us there i s cl e a r d e m a n d

A T H I R S T F OR LOC A L R E TA IL

i n a s i ngu l a r cl u ste r o r co rri dor rather

fo r new develop m e n t a n d th at th e re

D espi te th e p e rce pti o n o f a satu rate d

th a n sp re a d a ro u n d th e D i stric t in

wi ll be interest f rom th e re a l estate

reta i l l an ds ca p e, H o rr y Co u n t y ’s

o rde r to e n su re a n e cessa r y c ritical

com m unit y. New devel o pm e n t wi l l

l o ca l - s er vi ng reta i l h as co n ce n trate d

mass . Th e i n te rs e c ti o n o f 9 th Avenue

al so alleviate rent grow th i n exi sti ng

i n s u b u rba n n o d es l i ke Ca ro l i n a

a n d B ro a dway Stre et p rese nts the m ost

prop er ties by p rovi d i ng m o re s u pply

F o rest a n d M a rket Co mmo n , w h i l e

co mp el l i ng l o cati o n fo r e a rly m oves .

fo r the growing p opu l ati o n , h el pi ng to

reta i l clu ste rs l i ke B ro a dway at th e

mi tigate af fordabili t y i ss u es . W h i l e th ey

B e a ch an d th e dow n tow n B o a rdwa l k

S UP P ORT V I A H O S P ITA L IT Y

wi ll likely m oderate i n fu tu re ye a rs ,

ove r w h el mi ngly at tra c t to u ri sts . Th e re

To u ri s m, h o sp i ta l i t y, a n d re c re ation

th ese trends ser ve as fu r th e r evi d e n ces

i s l i t t l e n ew, h igh -qu a l i t y reta i l i n

a re n ota b l e ass ets fo r My r t l e Be ach,

th at there is amp le o ppo r tu n i t y fo r n ew

Myr t l e Be a ch th at cate rs to resi d e n ts

re p res e n ti ng th e l a rgest ma rket s ec tors

multifam ily housing i n i ts va ri o u s fo rm s .

b eyo n d s e r vi ng th e i r bas i c da i ly n e e ds .

o f a ny i n du stri es . Th at sa i d, thes e

Th e A r ts + I n n ovati o n D i stri c t h as

o p p o r tu n i ti es h ave sp re a d ac ross

Young p rofessional s a n d po stgra d s

th e o pp o r tu n i t y to d el ive r a c ri ti ca l

th e C i t y, a n d ma ny oth e r a re as are

comp rise 43% of al l m u l ti fa m i ly re n te rs

m ass o f sp a ce th at ta rgets p ri ma ri ly

p o si ti o n e d to ca ptu re th e continuing

i n the m arket, m any o f w h o m e a rn

l o ca l - s er vi ng reta i l, as wel l as mi xe d-

grow th o f th ese i n d u stri es . A s noted by

su f ficient incom es to re n t m a rket

co m m e rc i a l o f fe ri ngs s u ch resta u ra n ts,

o p p o r tu n i ti es a ro u n d reta i l, the D istric t

rate or lu xur y units a n d co n s i d e r

120

i s bet ter suited to d i re c t i ts o f fe ri ngs

h as cate re d to th ese me di ca l o f fi ce

tre n d a n a lysi s, i t i s evi d e n t that

to local m arkets ; th i s a l s o a ppl i es to

u s e rs . D evel o p me n t i s strate gi ca l ly

ga rde n st yl e h o u s i ng a n d sl ightly

tourism and hosp ita l i t y, at l e ast i n th e

co n ce n trate d a ro u n d h o sp i ta l s a n d

de n se r, u rba n , mi ss i ng -mi d dle

shor t term . While th e D i stri c t n e e d

fa r- re m ove d f ro m th e A r ts + I n n ovati o n

resi d e n ti a l o pti o n s p rese n t the

not design for touri s m , i ts e co n o m i c

D i stri c t.

gre atest o p p o r tu n i t y fo r ge nerating l a n d va l u e i n th e D i stri c t. H owever,

su ccess is p ar tly rel i a n t u po n vi s i to rs contributing to some d e gre e to th e

Th e o f fice -u s i ng p ro fessi o n a l s e r vi ces

wo o d f ra me ove r p o di u m co nstruc tion,

e conom ic imp ac t. I n th e l o ng - te rm ,

te n a n ts w h o re qu i re sp a ce i n th e

eve n i f i t i s su r fa ce p a rke d, is unlikely

other hosp italit y opti o n s co u l d b e vi ta l

m a rket a re s ma l l co mp a n i es o ccu py i ng

to be p e rce ive d as fe asi b l e am id

comp onents of the D i stri c t.

u n d e r 5 ,0 0 0 squ a re fe et ; th ey te n d

e a rly p h ases . G ro u n d-u p retail and

to re n t in d ivi du a l sto ref ro n ts o r

o f fi ce d evel o p me n t i s u n l i kely to

A SM ALL O FFICE M AR K E T

sta n da l on e o f fi ce b u i l d i ngs . Th ese

ge n e rate p o si tive l a n d va l u es today

Studies confirm that l i m i te d o ppo r tu n i t y

te n a n ts a re wel l - s u i te d fo r sp a ces th at

fo r mu l ti - te n a n t o r l e as e d space,

exists in the of fice m a rket fo r th e

a re n ot i de a l ly su i te d fo r tra di ti o n a l

bu t a s u bsta n ti a l o p p o r tu n i t y ex ists

A r ts + Innovation D i stri c t, d u e to th e

reta i l, s u ch as re n ovate d ex i sti ng o f fi ce

fo r ow n e r-u se d sp a ces a n d sm all-

relatively sm all scal e o f o f fi ce - b as e d

b u i l d i ngs o r gro u n d- fl o o r sto ref ro n ts o n

s ca l e re n ovati o n s i n th e ma rket

professional ser vices i n Myr t l e B e a ch .

stre ets wi th l ess fo ot tra f fi c.

w h e re co n stru c ti o n co sts a re lower. F o cu si ng o n re n ovati ng ex i sting

M uch of the Cit y ’s e mpl oym e n t grow th over the p ast deca d e h as co m e fro m

W h i l e the re may be u n a n ti c i p ate d

bu i l d i ngs p ro d u ces th e a d ded benefit

th e exp ansion of th e e d u cati o n a n d

fu tu re de ma n ds f ro m a l a rge o f fi ce

o f co n ce n trati ng p rivate co m m erc ial

he alth ser vices sec to rs . A s Myr t l e

u s e r, i t i s u n l i kely th i s wi l l co mp ri se a

devel o p me n t a l o ng B ro a dway Street

Be ach has becom e a d esti n ati o n fo r

s ig n i fi ca n t n e cess i t y.

a n d 9 th Ave n u e, w h e re ex i sting p ro p e r ti es a re ava i l a bl e a n d

retirees, the m edica l fi el d h as s e e n significant job grow th , a n d m u ch o f

L AND VA LUE IN R E S ID E N T I A L

th e of fice develop m e n t i n th e m a rket

B as e d o n cu rre n t co sts a n d a n ti c i p ate d

mo me n tu m i s bu i l d i ng.

121

SECTION SEVEN

PARCELS

PA RC E L 1 A

DEVELOPMENT PROGRESS

D E V ELO PME NT PRO G R E S S D evelop m ent has a l re a dy h i t th e ground running. - Comp leted renovati o n o f Na n ce Pl aza - Parking imp roveme n ts wi th i n th e mi d dle of the Histori c B l o ck - Comp leted renovati o n o f 9 th Ave n u e bu ilding shells, incl u d i ng h i sto ri c preser vation - Comp leted up fit of HTC A spi re H u b Coworking Sp ace i n s i d e h i sto ri c bu ilding - Comp leted constru c ti o n d o cu m e n ts fo r historic p reser vati o n b u i l d i ngs fo r a com bined Cit y a n d Un ive rs i t y pa r tnership the ater

124

PA RC E L 1 B

IMMEDIAT E NEX T ST EPS M OMENT # 2 : H I S TO RI C CO R E

THE S T E P S TO D E V ELO P M ENT Th e exisiting sm all - s ca l e b u i l d i ng fabric is also ide al fo r a va ri et y o f retail exp eriences wi th th e pote n ta i l to at trac t local tentatn s a n d pa r tn e rs su ch as Coastal Ca ro l i n a Un ive rs i t y, G rand Strand Brewi ng Co mpa ny, a n d Infill Com m ercial u s es . PROV ID E INT ERN A L PAR KI N G TO K EEP FRON TAGE AC TIV E In an ef for t to m ain ta i n th e pe d estri a n prioritized p ublic re a l m , i mprove d previous p aver p arki ng i s a s e co n da r y l ayer tucked within th e h i sto ri c co re.

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PA RC E L 1 B

ENVISIONED DEVELOPMENT SCENARIO MOMENT #3 : CO M M U N I T Y PAR K MOMENT #4 CO M M U N I T Y H U B

CI T Y- OW NE D

M ULT IP L E - OW NE R S

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PA RC E L 1 B

IMMEDIAT E NEX T ST EPS M OMENT # 3 : CO M M U N I T Y PAR K M OMENT # 4 CO M M U N I T Y H U B

1B-B CI T Y OW NED PL A Z A AND ROOF D E CK 1B- C CI T Y D E V ELO P ED PAR KIN G MULTI PL E OW NERS 57 S PAC E S 1B-D CI T Y D E V ELO P ED PAR KIN G 70 SPACE S - 3 BU SE S 1B-K CI T Y OW NED GAT E WAY EL EMENT/ S TAGE COV E R / AR T MU SEUM ANNE X

1 B- C

1B - P NE W CI T Y ROAD 1B-J P3 PARTNERSH I P RESID E NTIAL W ITH GROU N D FLO O R AC TIVAT E D - 40 , 000 S F 30 UN IT S +/ - ( 170’ X 60’ )

1B -P

1B-J P3 PARTNERSH I P RESID E NTIAL W ITH GROU N D FLO O R AC TIVAT E D - 40 , 000 S F 30 UN IT S +/ - ( 170’ X 60’ ) C ATALYS T

1B-B

1B - G / I B -H

1B-K

1B -D I B -E

1B -P

1B- G CI T Y OW NED CO R E & S HELL P 3 PARTN E RSH IP 20,000 S F 2STO RY VO L. 1B-H P3 AI R RI G HT S RES I D ENTI A L - 72,500 SF +/ - 72 UN IT S +/ - (275’ X 55’ ) C ATALYS T 1B-E CI T Y OW NED L I BR ARY & UN IV/ T ECH PARTN E RSH I P 56, 000 SF 1B-F P 3 AIR RIGHT S RES I D ENTI A L - 80,000 SF +/ - 90 UN IT S +/ - (280’ X 65’ ) 1B-L &M CI T Y OW NED P 3 O PP O RT UN ITIES AC RO S S OA K STRE E T 52,00 SF +/ - 35 U N IT S +/ -

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