Myrtle Beach, SC, first tied its future to what is now known as sports tourism with the construction of Pine Lakes International Country Club (now referred to as “The Granddaddy”) in 1927. By the 1960s and ’70s, a construction boom helped solidify the destination’s reputation as “The Golf Capital of the World,” a title well-earned with more than 80 championship courses and 3.2 million rounds of golf played annually in the Myrtle Beach area. 

The late John T. Rhodes, a hotelier before serving as Myrtle Beach’s mayor for 12 years, saw firsthand how golf attracted out-of-town visitors who stayed in the region and enjoyed its restaurants, shopping, and other attractions. This experience led to an epiphany–Myrtle Beach could leverage its existing tourism appeal to attract sports tournaments that draw young athletes and their families.

As a result, the John T. Rhodes Myrtle Beach Sports Center is named in his honor. Opened in March 2015, the complex was a pioneer in what is now the $52.2 billion sports tourism industry.

The facility, celebrating its 10th anniversary this year, plays a key role in the economic impact of Myrtle Beach. Already a destination that attracts 20 million leisure travelers each year–mostly in the summer – the area generates an impressive $174 million from sports tourism, a key driver in transforming the region into a year-round destination.

“When it comes to sports tourism, we want to be front and center,” said Jonathan Paris, executive director of the Myrtle Beach Sports Commission since 2018.

A former sports event organizer himself, Paris knows Myrtle Beach inherently has many of the qualities planners seek when hosting local, regional, and national competitions. The Myrtle Beach area boasts approximately 425 hotels and 157,000 accommodation units, as well as about 2,000 full-service restaurants—more per capita than Paris, France, and Rome, Italy.

The same hotels, restaurants, and retail options that are popular among travelers in town for a beach vacation are vital to the experience athletes, coaches, spectators, and other event participants have during events.

“What makes us such a great destination for leisure travel is also what makes us a great destination for sports travel,” said Paris.

Making It Look Easy

Mark Beale has been a fixture in Myrtle Beach for the past 15 years. He served as the sports sales manager at the Convention and Visitors Bureau before becoming the first and only general manager of the indoor sports center.

He recalls a time when tournaments had to use multiple venues to accommodate all their games. “We already had several sports tourism events happening in Myrtle Beach,” he said. “This building was really the icing on the cake for a community that already does tourism very well.”

John T. Rhodes Myrtle Beach Sports Center features eight basketball courts, 16 volleyball courts, a large multi-screen video wall, and seating for up to 2,000 spectators. It regularly hosts gymnastics, wrestling, and cheerleading events, among other sports.

Paris points out that the building and destination attract some of the premier event organizers, including Big Shots Basketball, the National Basketball Travel Association, and Varsity Sports (cheer and dance). 

Repeat business is arguably the facility’s greatest testimonial. Upgrades, including new lighting and refinishing the floor, have ensured the center remains a first-class facility. 

The Grand Park Athletic Complex hosts many outdoor sports events, including Athletx baseball and softball tournaments. The complex includes seven large multipurpose fields, two youth fields, and is adjacent to The Market Common (an outdoor shopping mall), Crabtree Memorial Gymnasium, and a roller hockey rink.

Myrtle Beach’s tourism community plays a significant role in its success as well.

“We’re successful, especially in the amateur market, because we’re known for being very family-friendly and affordable,” said Paris. “The idea of a ‘playcation’ is really true in our industry.”

The region benefits greatly from its 60 miles of beaches along the Atlantic Ocean and an average temperature of 73 degrees Fahrenheit. It is also home to more than 35 mini-golf courses, 200 outlet retail stores, and a number of go-kart racing venues.

Visitors also find Myrtle Beach, with a population of 40,000, more manageable than large cities—a factor that contributed to a 13.8 percent increase in residents since 2020, according to the most recent census.

“Myrtle Beach is very easy,” said Paris, who previously lived in Boston and Austin. “It’s very accessible; it’s not intimidating. The quality of life is high, and the weather is great.”