Event Exceeds Expectations with Enhancement Plans for Year Two Underway
The inaugural Myrtle Beach Classic, the first-ever PGA TOUR event held in Myrtle Beach, not only marked a significant milestone in the history of professional golf, but also generated a substantial economic impact for the region known as “The Golf Capital of the World.”
Based on Destinations International (DI) calculations, the worldwide standard for measuring the effect events have on communities, the Myrtle Beach Classic generated a total economic impact of $15.4 million, considerably bolstering the area’s economy, increasing tax revenues and supporting local jobs.
“The event has exceeded our expectations in every possible way,” said Darren Nelson, tournament director. “Knowing that $15.4 million was put back into the Grand Strand economy is incredibly rewarding. It not only supports local business – both big and small – but generates additional tax income that ultimately improves the destination and enhances the quality of life for residents.”
The inaugural Myrtle Beach Classic, held May 9 - 12, 2024, at the Dunes Golf and Beach Club, welcomed more than 40,000 spectators throughout the four days of play. Additionally, a field of 132 players and their caddies, 1,300 volunteers, as well as dozens of officials, staff and members of the media participated.
Moreover, tournament officials shared additional key performance indicators, including:
• $15.4 million economic impact makes the Myrtle Beach Classic a top generating event for the Grand Strand surpassed only by the Carolina Country Music Festival, which reported a $20 million impact in 2015, its inaugural year (Visit Myrtle Beach).
• 52 percent of Myrtle Beach Classic attendees visited the Grand Strand from areas located across the U.S. and 12 countries (Zartico, a U.S.-based data science company).
• 8 hours of live coverage appeared on the GOLF Channel and licensed media partners across 73 countries and territories as well as significant exposure through other GOLF Channel programming, websites and social media sites (PGA TOUR).
• 900+ editorial mentions (earned media) captured across major media platforms such as NBCUniversal, CBS and ESPN (PGA TOUR).
• 9 charities based in Horry and Georgetown counties rewarded as the recipients of $225,000 in total local donations (PGA TOUR).
• $600,000-plus in merchandise purchased during the event, using local vendor Native Sons, and $700,000-plus in food and beverage purchased (Myrtle Beach Classic).
• 9,400-plus lodging room nights booked across the Grand Strand (Visit Myrtle Beach).
• 281,000-plus rounds of golf were played across the Grand Strand in the month of May 2024, which was an all-time record for the month of May (Golf Tourism Solutions).
• The Q at Myrtle Beach, a unique qualifying event that was released on Play Golf Myrtle Beach’s YouTube channel on April 23, generated over 530,000 hours of watch time and one million YouTube views (Golf Tourism Solutions).
“Year one of this remarkable PGA TOUR event further positioned The Beach as a premier travel destination for golf enthusiasts across the world. The entire Grand Strand experienced the positive effects of this major sporting event from increased tax revenues and job support to heightened golf participation and community pride, setting the stage for continued growth and success in the years to come,” said Tracy Connor, interim president and CEO, Visit Myrtle Beach, the tournament’s title sponsor.
“For the Myrtle Beach Regional Economic Development Corporation, the Myrtle Beach Classic was much more than tourism and golf. Being able to showcase our area to site selectors and projects resulted in additional leads from site selectors and companies after witnessing what a beautiful area and community we have. The PGA tournament was a great tool to draw site selectors, projects and business leaders to our area to witness the quality of life, and share the diversity of industrial and technology sectors that are also home to our destination area,” said Sandy Davis, president and CEO, Myrtle Beach Regional Economic Development Corporation.
“The Myrtle Beach Classic truly showcased the Grand Strand’s vibrant spirit and passion for golf. Seeing our community come together to support this event, from the volunteers to the local businesses, was heartwarming. The pride we all felt in hosting such a prestigious tournament at The Dunes Golf and Beach Club was palpable, and it highlighted the unique camaraderie and dedication that defines ‘The Golf Capital of the World,’” said Blair Anderson, president, Dunes Golf and Beach Club.
“The PGA Tour’s Myrtle Beach Classic had a substantial economic impact on Kingston Resorts. Hosting this prestigious event led to a significant increase in our resort's performance metrics. Due to the influx of attendees and participants, our occupancy over the May 5th week grew over 10 percent compared to the previous year. This heightened demand also contributed to an increase in overall revenue by almost 20 percent,” said Tim Arnold, managing director, Kingston Resorts.
“The Myrtle Beach Classic brought a welcome surge of customers to our restaurant, allowing us to showcase our cuisine to golf fans from all over. Events like these are invaluable for local businesses throughout the Grand Strand, and we can’t wait to welcome everyone back next year as the tournament continues to grow,” said John Mungavin, general manager, 21 Main Prime Steakhouse.
Next year’s tournament will be held May 8 - 11, 2025, once again over Mother’s Day weekend at the Dunes Golf and Beach Club. Tickets for the event will go on sale this fall and volunteer registration will open early 2025.
“We’re incredibly excited for year two of the Myrtle Beach Classic as plans are well underway to make it even bigger and better with an enhanced fan experience that includes more seating, entertainment options and vendors. We’re committed to building on this success to make the tournament another unforgettable experience,” Nelson added.
For more information about the event, visit MyrtleBeachClassic.com.
