Myrtle Beach is traditionally known for its sandy beaches, golf courses, and as a hotspot for tourism along South Carolina’s Grand Strand. But in recent years, something more profound has been happening beneath the surface. A new cultural identity is taking shape—one driven by a dynamic, growing Latino population that is transforming the region in powerful ways. At the heart of this movement is Radio El Gallo, a Spanish-language radio network that serves as a cultural and informational lifeline for Latinos of Myrtle Beach and beyond.
Population Growth and Migration Trends
Over the last two decades, South Carolina has witnessed a remarkable demographic shift. The Hispanic population has more than doubled since the early 2000s, making it one of the fastest-growing ethnic groups in the state. According to the U.S. Census Bureau, Latinos now make up roughly 6.8% of the state’s population—more than 400,000 people. A significant portion of this growth is centered along the coast, with Myrtle Beach emerging as a focal point for Hispanic migration.
Myrtle Beach is experiencing this change firsthand. Once a predominantly tourist-driven city, it’s now becoming a residential destination for Latino families, professionals, and entrepreneurs seeking better opportunities, a welcoming community, and a culturally rich environment. The city’s accessibility, employment options in hospitality and construction, and affordable housing options have made it especially attractive to new residents.
Why Latinos Are Choosing Myrtle Beach
Latinos are choosing Myrtle Beach not just for economic opportunity, but for the quality of life it offers. The city provides a balanced blend of work, recreation, and community. The climate is mild, the schools are improving, and job growth continues in key industries like hospitality, healthcare, and construction—all sectors that employ significant numbers of Latino workers.
But the pull goes deeper than jobs or weather. What’s drawing people in is the growing sense of community and identity. Latino families are establishing roots, opening businesses, and organizing cultural events that celebrate their heritage. Churches are offering bilingual services, schools are becoming more diverse, and organizations are forming to support immigrant families with education, health care, and legal services.
In the heart of this new movement are the Latinos of Myrtle Beach, a vibrant and active part of the city’s evolving cultural fabric.
Emerging Neighborhoods and Latino-Friendly Spaces
As the Latino population continues to rise, certain neighborhoods and areas in and around Myrtle Beach are becoming well-known for their growing Hispanic presence. Places like Socastee, Forestbrook, and parts of Conway have seen an influx of Latino residents over the past five years. These areas are witnessing more Latin-owned businesses, from restaurants and grocery stores to auto repair shops and beauty salons.
Events like Hispanic Heritage festivals, mariachi nights, and community resource fairs have become more frequent, often attracting hundreds of families from across Horry County. Public spaces are also evolving—parks, community centers, and libraries are increasingly offering bilingual programs and multicultural events.
This shift is not just about population—it’s about visibility. The growing presence of Latino culture is reshaping how Myrtle Beach looks, sounds, and feels. It’s becoming more bilingual, more inclusive, and more representative of the community it serves.
The Influence of Media Like Radio El Gallo
In a rapidly changing landscape, media plays a crucial role in shaping identity, connecting people, and delivering information. That’s where Radio El Gallo steps in. Broadcasting in Spanish across South Carolina and Georgia, Radio El Gallo is more than just a station—it’s a voice for the Hispanic community.
In Myrtle Beach, El Gallo can be heard on 102.3 FM, and it’s become a staple for Latinos seeking music, news, and cultural connection. With a Regional Mexican music format and a commitment to informing and entertaining, the station offers far more than just entertainment. It’s a hub for local news, community updates, public service announcements, and regional events.
Importantly, Radio El Gallo gives businesses a direct line to the Latino market. Whether it's a local taquería promoting weekend specials or a healthcare provider sharing bilingual resources, advertising on El Gallo provides a culturally relevant way to reach Hispanic consumers who value authenticity and connection.
For the Latinos of Myrtle Beach, the station represents a reliable, trusted source of media that reflects their values, language, and everyday realities. And for new residents, tuning into El Gallo often becomes one of the first steps in finding community in a new place.
Conclusion
Myrtle Beach is evolving. It’s no longer just a vacation destination or a retirement haven—it’s becoming a center of Latino life in South Carolina. Driven by population growth, community development, and the influence of local media like Radio El Gallo, the city is embracing its identity as a multicultural hub.
This transformation isn’t happening in the background—it’s front and center. With each new family, business, and cultural event, Myrtle Beach becomes more vibrant, more diverse, and more connected. The Latinos of Myrtle Beach are not just contributing to the local economy; they’re enriching the city’s culture, redefining its future, and creating a lasting legacy on the South Carolina coast.
