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Visit Myrtle Beach seeks $2M in ATAX marketing for FY26; council approves
Summary
Chamber leaders presented a proposed ATAX marketing program of just over $2 million for fiscal 2026, highlighting a data-driven, year-round strategy and a budget split across digital, broadcast/print, community promotions, events and sports sponsorships; council approved the resolution.
Matt Pavarnik, the new CEO of the Myrtle Beach Area Chamber of Commerce and Visit Myrtle Beach, and Diane Charnell, the Chamber's executive vice president of marketing and communications, presented the proposed ATAX advertising and promotion budget for fiscal year 2026.
Pavarnik briefly introduced himself as the Chamber's new CEO and thanked council members. Diane Charnell provided the marketing details and economic impact metrics: “Last year we welcomed 18 2,000,000 visitors who generated more than 13,000,000,000 in spending across Horry County,” she said, and noted that visitor activity produced more than $31,200,000 in net tax revenue and more than $59,000,000 in hospitality-tax revenue. The proposed ATAX-supported marketing investment for fiscal 26 was presented as just over $2,000,000, with roughly $800,000 for online digital media, $350,000 for broadcast and print, $325,000 for community promotions, $325,000 for community events, $125,000 for campground/RV marketing, and $100,000 for sports-event sponsorships.
Charnell emphasized a year-round “always on” approach, targeted market segments (leisure travelers, golfers, group planners and international visitors), and promotion of off-peak visitation through air-service markets, sports, and signature events. Council moved to approve the ATAX resolution and voted in favor by voice vote.
