For years, the Myrtle Beach Mall has been a quiet shell of its former self, the kind of place locals drive past without a second thought. That is about to change. Celebrity chef Guy Fieri — the spiky-haired, flame-shirted “Mayor of Flavortown” familiar to anyone with a Food Network subscription — is bringing his Downtown Flavortown restaurant and entertainment complex to the Grand Strand, dropping a roughly 50,000-square-foot bet on a corner of Horry County that badly needed one [Visit Myrtle Beach, 2026]. On a recent walk-through of the space, the project read as less about celebrity glamour than about what it signals: a long-dim local landmark may have finally found its second act.
More Than a Tenant
The most important thing for residents to understand about Downtown Flavortown is who is behind it. Tennessee-based FACE Amusement Group is not simply leasing a storefront at the Myrtle Beach Mall — the company owns the mall itself, and leadership made clear during the tour that the restaurant is only the first phase of broader ambitions for the property. That ownership stake changes the math. When a tenant signs a lease, it can leave; when the operator owns the building, it has every incentive to make the whole site work.
FACE chief executive Bucky Mabe framed the investment in those terms. “Myrtle Beach attracts millions of visitors every year, and we are proud to add a new attraction that enhances the area’s entertainment offerings,” Mabe said. Downtown Flavortown creates jobs, brings new energy to Myrtle Beach Mall and provides an experience that encourages guests to stay longer and return often.” For a mall that has struggled to hold major tenants, “new energy” is not just marketing language — it is the entire premise.
A Local Economic Engine
Behind the neon and the arcade noise is a real payroll. Downtown Flavortown is hiring roughly 240 employees, a significant infusion of jobs for the area and one of the clearest ways the project touches Horry County beyond tourism. During the tour, training was already underway, with prospective staff cycling through the space to sample the food and test the games before doors open to the public.
The local connection runs deeper than hiring. Marketing director Andrew Bledsoe pointed with obvious pride to a community collaboration built into the merchandise: a line of T-shirts hand-drawn by Fin First, a local artist, which will be sold in the venue’s gift shop. Bledsoe also emphasized partnerships with other area businesses, framing Flavortown as a hub meant to lift the surrounding economy rather than simply compete with it. It is a small touch — a local artist’s work on a souvenir tee — but it signals an effort to feel rooted rather than imported.
What’s Inside, and When You Can Go
The concept itself is built for the beach crowd: scratch-made food, craft cocktails, a tiki bar, bowling and a large arcade under one roof, anchored by a menu of Fieri’s signature items [Visit Myrtle Beach, 2026]. It is the second location of a concept FACE first launched in Pigeon Forge, Tennessee, in 2022, and the Myrtle Beach build is the larger of the two [WhatNow Charleston, 2024].
For planning a visit, the hours are split between play and food. The games are set to run from 10 a.m. to 11 p.m., while the kitchen opens at 11 a.m. and also closes at 11 p.m. — a schedule that leaves room for a morning of arcade time before lunch and a full evening of “dinner-tainment” after.
As for opening day, the situation is fluid. Staff said they hope to open within the next few days, pending a few final details still being worked out, which is why training sessions and friends-and-family tryouts are happening now. A formal grand opening is planned for later this year. Given how quickly the timeline is moving, the safest advice for residents is to confirm before driving over.
How to Stay in the Loop
Because the opening is a moving target, the official channels are the best source for real-time updates. Locals can follow the Myrtle Beach location on Instagram at @downtownflavortownmb, on its dedicated Facebook page, “Downtown Flavortown Myrtle Beach,” or sign up through the website at downtownflavortownmyrtlebeach.com.
For Horry County, the bottom line is straightforward. A faded corner of North Kings Highway is being rebuilt around food, games and a familiar television face — backed by a company that owns the ground it stands on and says it is not finished yet. Between the 240 new jobs, the nod to a local artist and the promise of more to come for the mall, the project is shaping up to be a community story as much as a celebrity one. If the next-few-days target holds, locals may get their first taste before the summer tourists do.
Further Reading
- Downtown Flavortown Myrtle Beach — official site
- Downtown Flavortown Myrtle Beach — Instagram (@downtownflavortownmb)
- Downtown Flavortown Myrtle Beach — Facebook
- Downtown Flavortown listing — Visit Myrtle Beach (2026)
- FACE Amusement Group announces Downtown Flavortown for Myrtle Beach — EIN Presswire (2024)
- Guy Fieri’s ‘Downtown Flavortown’ expanding to the Grand Strand — WhatNow Charleston (2024)
