MYRTLE BEACH, SC (WMBF) - A restaurant that has been a Myrtle Beach staple for at least 20 years has a completely new look after they decided to rebuild and rebrand.
The SOHO Restaurant on 21st Ave North and Ocean Boulevard will move from its old location across the street to a new restaurant building. The restaurant plans to keep their food favorites but the goal is to create a new livelier dining experience the next time you visit.
It will be same atmosphere, just with a new look... according to SOHO Restaurant Manager Lindsey Smith. "We are sticking with the theme that's really more like a lounge kind of a relaxed atmosphere, somewhere you can go after work and hang out with your friends and family," Smith explained.
The SOHO Restaurant built a new restaurant from the ground up, adding more dining space. "It is a huge space, ultimately a lot bigger we've got a brand new stainless steel kitchen, a lot more room back there, it is going to allow us to be more functional," said Smith.
The new SOHO, with its chic exterior and urban atmosphere, is located in the heart of Myrtle Beach at 407 21st Avenue North. Situated directly across the street from its current location, it will consist of three levels. The SOHO that patrons have come to know and love will be located on the first floor serving steaks, seafood and sushi along with a wide variety of beer, handcrafted cocktails and an extensive wine list. The real excitement however begins when patrons step onto the magnificent rooftop, complete with bar, lounges, and a living green wall (vertical garden)--the hottest trend in design today.
"We are so excited about this new restaurant," said Smith. "We also have two bars instead of the smaller bar we had across the street we have a much bigger bar over here and then we have the rooftop bar as well."
The Rooftop 21 Lounge is the biggest change you will notice at the restaurant that has been in Downtown Myrtle Beach for over 15 years.
"Upstairs is the new roof top lounge where you will have a mostly organic menu, we will serve free-range foods, local seafood, and wild-caught," said Smith.
The upstairs venue will be equipped with its own kitchen and bar serving organic wines and craft beers. Smith says the restaurant owner, Sam Lauren, wanted to upgrade the dining experience for customers, and felt it was easier to just build a new building rather than renovate the old one.
The new restaurant employs the current staff and has added more than a dozen jobs to both the old and new locations.
Smith explained, "The old SOHO will be shutdown here soon it will be completely renovated and we are looking to turn it into a brick oven pizza place and some Italian food as well."
In the past, parking was limited at the restaurant but now, a new parking lot was added behind the new restaurant building to accommodate more patrons. Smith said they also plan to add a valet service.
"The valet service will provide an unique touch for our restaurant as well and make things really convenient for guest so they don't have to struggle with the whole parking even though we have a lot more space for them now," Smith stated.
Smith said SOHO is a restaurant for the local residents of Myrtle Beach, a reason why they decided to open during the off-season.
"It's a local place, we cater to the locals! We love them and we want to show them the same support as they have shown us," she said.
The restaurant and rooftop lounge will officially open to the public on Thursday, October 1.
SOHO and Rooftop 21 will be open year-round serving food from 11:30 a.m. - 1:00 a.m. seven days a week with Happy Hour from 4:00 p.m. - 7:00 p.m. daily. Live entertainment and special events will keep the excitement level high. In addition to Rooftop21, a private dining area on SOHO's first floor will be available for smaller parties of 15-18 people.