Coakley & WIlliams, a hotel management company based in Linthicum, has been contracted two historic 1960s-era motels located on Myrtle Beach's Grand Strand. Originally there were 120 motels on the tourist destination's Grand Strand. Now, only a handful remain.
Built in 1965, "Holiday Shores" drive-in motel at 7501 Ocean Blvd, was designed in the "Populuxe" style, a blend between populism and luxury that evolved after World War II.
The building reflects a period of America's burgeoning middle class and its desire to travel and explore. These small, family-run properties typically included a nod to the exotic, incorporating Polynesian themes, bright signage, and pops of color to draw motorists' attention.
The motel originally featured a modest 22 guestrooms and a detached owner's suite (Graham House). Interior renovations include transforming the Graham House into three additional guestrooms, new fixtures and finishes throughout the property and a new lobby. Exterior upgrades restore the motel to its mid-century glamour.
"We are thrilled to have been selected as the management company for these properties," said Mark Williams, CEO of Coakley & Williams. "The historical preservation and the care that was put into every detail of these two mid-century motels is just extraordinary.
"Having managed successful hotels in the Myrtle Beach market in the past, we are committed to maximizing the revenue opportunities at both properties. We franchised the property with Choice Hotels, one of the largest hotel chains in the world, making it part of their exclusive Ascend Collection."
Tim Mclendon of Columbia, S.C., oversaw the design. This historic rehabilitation of Holiday Shores conformed with the National Park Service's historic preservation standards, and was made possible with t he help of state and federal historic preservation incentives.
"I fell in love with this hotel at first sight and knew I wanted to stay true to the period as much as possible, yet give it a facelift at the same time," said Mclendon.
"I chose exterior colors that would make it vibrant and pop. Most of the furnishings are mid-century-inspired and the feel of one who has traveled globally on holiday...thus, Holiday Shores was reborn and revitalized!"
Holiday Shores, now rebranded as part of the Choice Ascend Collection, joins its sister property, Waikiki Village, an earlier restoration project by primarily the same ownership/development/design team, as two of only a handful of remaining drive-in motels left in the area.
With the property in need of repair, GBX Group LLC, a historic preservation real estate firm headquartered in Cleveland, Ohio, completed the initial investment that led to the rehabilitation with developers Robert Lewis, Chris Rogers, Tom Prioreschi, and Will Brennan.
Lewis grew up in nearby Conway, S,C,
"Not only do they offer meaningful cultural value to the area, but both projects contributed to community rebuilding, job creation and economic growth, all of which are catalysts for add-on development and long-term vitality," he said.
Myrtle Beach mayor , Brenda Bethune, also commented on the renovation.
"The Holiday Shores project is yet another example of the revitalization of Myrtle Beach," she said. "The utilization of State and Federal historic preservation incentives to bring new life to our mid-century buildings will change the landscape of our city for generations to come."
Coakley & Williams Hotel Management Company has a property portfolio including hotel brands such as Hilton, IHG, Best Western, Choice and Wyndham, as well as, independent boutique hotels, in many of the nation's hotel markets.