In late February, The Ellie Beach Resort, Tapestry by Hilton, in Myrtle Beach underwent a rebrand and renovation to its 38,000 square feet of meeting and event space.
The resort emerged as one of Hilton’s curated collection properties. And though it is a Tapestry, its two towers are now dual branded as The DoubleTree Resort by Hilton Myrtle Beach Oceanfront and Ellie Beach Resort.
“I would say DoubleTree is just a more recognized brand by meeting planners,” said Jessica Smith, director of sales at Ellie Beach Resort and DoubleTree Resort by Hilton Myrtle Beach Oceanfront.
“We're working closely with the Dana Agency and our marketing team to represent the Tapestry and let [planners] know that we do meetings, because as a brand Tapestry doesn't typically carry a large conference center like what we have,” Smith said.
The two hotels offer 452 guest accommodations; 238 rooms are found at Ellie Beach Resort. The resort’s renovation paved the way for a new prefunction option; Smith said the space can be used for registration and vendor tables.
“It's just a breezeway that people can walk through. It was a space that we really were missing before,” she said. “This just connected that space beautifully, where it goes directly from the lobby and it’s a seamless transition through that hallway right into the Ellie Beach Resort.”
Other design elements of the renovation include new flooring and a neutral color palette. Smith said the resort hopes to include new artwork that ties to the resort’s history in the future as well.
The three oceanfront ballrooms with floor-to-ceiling windows saw renovations to the airwalls and carpeting. The ballrooms are the property’s largest spaces, each with more than 8,500 square feet.
“The ballrooms stack on top of each other and they all overlook the Atlantic Ocean and allow for these gorgeous views,” she said. “That's really what's unique to the property in Myrtle Beach, we have that much ballroom square footage that's all ocean view.”
The Springs Ballroom, located on the resort’s top floor, is a top seller with nine individual breakout rooms.
Smith said the property gets a lot of business from SMERF markets and is hoping to draw more business from corporate markets.
The resort is also offering a limited time promotion for new group bookings contracted by March 31. “Pick Your Perks” rewards groups who book 50-100 room nights. Groups who book 50 room nights may select one exclusive perk, while those booking over 100 room nights can select two. The perks are as follows: complimentary coffee breaks, 50% off parking or room rental, a beach yoga session for up to 25 guests, a suite upgrade, triple Hilton Honors planner points and more.
