Fate of $100M high-rise Atlantic Beach hotel hinges on town council decision

ATLANTIC BEACH, S.C. (WBTW) — The fate of a $100 million high-rise hotel along the Atlantic Beach coastline is now in the hands of town leaders, after the project won early support last week from an advisory panel.

Developer Charles Morant said his “Black Pearl of the Atlantic” would rise 18 stories between 30th and 31st Avenues North and feature a mix of commercial and residential uses.

Many residents in the small town wedged between Horry County and North Myrtle Beach say they’re cautiously optimistic about the potential economic development boost, while others fear it could forever alter Atlantic Beach’s intimate feel.

“This town is in need of growth. We need opportunities and jobs for our local people here. To turn this down would be crazy,” resident William Armstrong said. “We’ve been waiting so long for this to happen here. Let’s get it done.”

The town’s planning commission last week approved design specifications — a key step in moving the project forward.

Morant said parking would be on the building’s third through eighth floors, with enough spaces for 180 vehicles.

Street-level offerings would include a restaurant, spa, gift shop and space honoring contributions from the Gullah Geechee tribe.

Meanwhile, floors nine through 18 would comprise a mix of hotel rooms and rental units. Selling those 27 rentals would generate more than $13.5 million, and about $800,000 in state and local tax revenues, Morant estimates.

Mayoral candidate John David said his major fear is blocking beach access for residents.

“Just like any high-rise, when they’re developed, they only have access for their residents,” he said. “They have key fobs so people and go and utilize their amenities that are inside that hotel.”

Morant said as part of his agreement with the town, his development group will pay for improved beach access and surrounding development.

“Just having a view of the ocean, that’s a selfish thought. People need opportunities to work right here in this community, and we have the opportunity to get it done,” Armstrong said.

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Jackie LiBrizzi is a multimedia journalist at News13. Jackie is originally from Hamilton, New Jersey, and was raised in Piedmont, South Carolina. Jackie joined the News13 team in June 2023 after she graduated as a student-athlete from the University of South Carolina in May 2023. Follow Jackie on X, formerly Twitter, Facebook , or Instagram , and read more of her work he r e .

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