The Story
BECOMING ATTRACTION: Myrtle Beach Re-imagines Americana
a documentary film by Scott Addison Clay
An icon of Americana, the Myrtle Beach Pavilion amusement park withstood both hurricanes and the test of time. However, in late 2006 the Pavilion was demolished, a victim of the wildly successful development of her surrounding shores as an international sports and recreation destination. What were the factors that led to its destruction, and what does this tell us about changing concepts of family entertainment in twenty-first century America?
BECOMING ATTRACTION, a feature-length documentary film, examines the challenge faced by one American community as it seeks to preserve its uniqueness and charm while it necessarily evolves to attract and satisfy modern families. In recent years, Myrtle Beach has expanded its seasonal seaside economy in an effort to become a year-round family travel destination that competes with places such as Orlando, Hilton Head, and Miami Beach. As Myrtle Beach reshapes its vision of Americana, does the tradition and nostalgia of the beloved Pavilion have a place in the era of big name attractions like the House of Blues, a planned Hard Rock Theme Park and the all-encompassing family destination, Broadway at the Beach? Could anything have been done to save the Pavilion, a structure that loomed large in the cherished memories of both locals and tourists alike, and which was seen by many as the heart and soul of Myrtle Beach?
The dilemma faced by the Pavilion illuminates a distinct shift in "Family Entertainment", from places like the Pavilion, where quality time meant family togetherness, to separate locations that appeal to specific age and gender groups (such as shopping for mom, golf for dad, and modern video arcades for the kids). While certain traditional amusement parks across the country have been forced to close, local communities and concerned figures in regional government have banded together to ensure the preservation of others. BECOMING ATTRACTION focuses a forensic lens on this topical phenomenon, to create a film that is absolutely timely.
Filmmaker Scott Addison Clay, grandson of the late Mark Garner (a pro-growth Mayor of Myrtle Beach), attempts to recreate his grandfather's perspective on the community that he loved and served. What would Mayor Mark Garner have thought of the changes in Myrtle Beach since his death fifteen years ago?
As parks close in every corner of America, how do the answers Scott finds in Myrtle Beach shine a light on the tensions between growth and preservation?
BECOMING ATTRACTION will examine:
- Myrtle Beach's evolution from small resort town to major tourist destination, and how the community leaders envisioned and engendered such growth.
- The complex events surrounding the heart-wrenching decision to close the Pavilion.
- Park owner Burroughs and Chapin's re-imagination of the park's acres and icons.
- Tough choices balancing preservation and progress with respect to similar vintage Family Entertainment attractions across America.
- Strategies employed by communities to preserve these landmark attractions.
- The market evolution of "Family Entertainment" that attracts family members individually based on their demographic profile.
BECOMING ATTRACTION is a theatrical feature documentary that will appeal strongly to the television market and DVD.
For more information about BECOMING ATTRACTION, please contact: info@becomingattraction.com.