MYRTLE BEACH, SC -- Most malls across America pretty much have a similarly bland look, but when customers started streaming into the new Coastal Grand Mall here at the March 17, 2004, grand opening they found a facility alive with the vibrancy and color of the Atlantic seashore.
Coastal Grand, one of the largest malls in South Carolina with more than one million square feet and more than 100 stores, provides one of the most pleasing shopping atmospheres in the entire United States and early customer reaction has been overwhelmingly favorable.
"I feel like I could walk around here all day and not get tired," said customer Beth Patton of Knoxville, Tn. "The beautiful earthtone color schemes and original seashore scene paintings and boardwalk make it a pleasure just to stroll through the place."
As part of the old-fashioned beach charm look the mall features several large live oak trees, massive fish nets, decorative lattice work, sand fences, a serpentining colorful "river" carved into the floor, and oyster shell-embedded stucco. A decorative tile mosaic dominates the center court. More than 100 skylights help brighten the entire interior.
Colorful hand-painted murals also surround the center court, reflecting nostalgic scenes from Myrtle Beach's history. Interpretative panels also reflect the region's ecology and special features. The Food Court includes seating for 436.
The feel of sun, sand and sea permeates the entire facility, inside and out, with the marshland hues of reds, greens, yellows and blues splashed throughout the giant building's intriguing design elements. The entire facility overflows with warm colors and provides visitors with a beach town feel, including such things as hurricane shutters, Adirondack chairs, boardwalk flooring, rattan chairs, slow-moving ceiling fans and teke furniture. Plants and plant stands punctuate the overall scene. One side of the mall's exterior represents the regional Low Country ambiance, another the coastal feel.
The mall has six major tenants (Dillard's, Sears, Belk, Dick's Sporting Goods, Bed, Bath and Beyond and 14-screen Cinemark Theater) and dozens of interesting specialty stores (Klig's Kites, Sunglass Hut, Moontree Clothing, BabyGap, Journeys, Thee Magic Shop, New York & Co., Regis, Hammock Hut, Gold Mine, Ultimate Shammy, Lids, etc.) plus a Food Court with more than a dozen food/drink outlets. Several upscale stores such as Ann Taylor Loft, Cache and Abercrombie & Fitch also joined the mix.
The mall's primary developers (CBL & Associates of Chattanooga and Burroughs & Chapin Co. of Myrtle Beach) wanted to make Coastal Grand more than just a mall and they have obviously succeeded.
A tall drive-through porte-cochere (gazebo design) entry pavilion greets customers on the south side with its textured metal roof and decorative glass providing a weather-free vehicle drop-off point. The mall's northern side features Low Country design elements such as a restaurant district, pop jet fountain and fire pit framed by giant oaks. Palm tree-lined streets surround the entire facility, adjoining large parking areas (6,073 parking spaces).
Coastal Grand is strategically located in the heart of the Grand Strand area on a 170-acre site at the intersection of the Highway 17 Bypass and Highway 501 near the Myrtle Beach Airport (only two miles from the ocean).
"Coastal Grand will definitely change the Myrtle Beach shopping experience," said Michael Lebovitz, CBL vice-president. "We wanted to create a shopping center that is unique to Myrtle Beach and that truly represents the local aesthetics of the community. Our talented team of architects has gone above and beyond in creating a masterpiece that the Myrtle Beach community can be proud of."
CBL is one of the top five owners of shopping centers in America and Burroughs & Chapin (which has served the Myrtle Beach area since the 1850s) includes among its developments the Myrtle Beach Pavilion Amusement Park, Myrtle Waves Water Park, NASCAR SpeedParks, Broadway at the Beach and the 2,200-acre, four-star Grande Dunes golf course and residential community.
For information, maps or photos about Coastal Grand or its developers visit any of these Internet web sites: www.coastalgrand.com, www.burroughschapin.com, www.myrtlebeachtrips.com.

This story was published on 01 Apr 2004.