Myrtle Beach, August 14, 2025
Zimmerman Agency
The Zimmerman Agency is a full-service marketing and advertising agency founded in 1998 and headquartered in Tallahassee, Florida. Over the years, it has established a reputation for delivering innovative branding strategies, digital marketing solutions, and integrated advertising campaigns for clients across various industries including tourism, hospitality, and consumer brands. The agency’s approach combines creative excellence with data-driven insights to ensure measurable results and impactful storytelling. With a history of strategic growth and a commitment to client success, the Zimmerman Agency continues to be a leader in the marketing space, leveraging a talented team to drive brand engagement and business growth.
News Summary
Myrtle Beach is experiencing public criticism regarding its $78,000 rebranding project, aimed at enhancing the city’s identity and tourism. The decision to hire the Florida-based Zimmerman Agency instead of local resources has led to significant debate among residents. While city officials defend the choice, citing the need for expertise, many locals question the budget and the selection process’s transparency. The initiative’s goals include promoting civic pride and unifying branding across city departments, but public sentiment remains mixed as the city navigates these changes.
Myrtle Beach is facing public backlash over a controversial rebranding project estimated to cost $78,000. The city has enlisted the help of the Florida-based Zimmerman Agency for this project, prompting criticism regarding the decision to hire an out-of-state firm when local resources could have been utilized.
The rebranding project is designed to create a new logo, an official font, a color palette, and brand guidelines, alongside an implementation strategy for use in city documents and marketing materials. City spokesperson Meredith Denari emphasized that the rebranding aims to enhance Myrtle Beach’s identity, promote tourism, bolster economic development, and foster a sense of civic pride among residents.
The initiative sparked significant public interest and debate, particularly regarding its financial implications and the decision to employ the Zimmerman Agency. Many residents took to social media to express their concerns, citing insufficient local involvement in the selection process. Recent discussions on platforms like Facebook revealed that misinformation dated from the discussions had proliferated online, with city officials responding to these claims through official channels.
Local advertising and editorial photographer Bobby Altman defended the expenditure, arguing that investing $80,000 to create a comprehensive brand identity is reasonable on a national scale. He noted that many local designers might not possess the experience to handle such extensive projects, which often require thorough market research to ensure effectiveness.
The city’s official bidding page indicated that proposals for the rebranding were invited back in October 2024, and the decision to go with the Zimmerman Agency was made public in February 2025. Acknowledging the concerns of residents, City Councilman Bill McClure suggested that the backlash might stem from insufficient engagement and communication from council members during the decision-making process.
The rebranding is not about replacing the current city seal, established in 1976, which will remain the legal emblem of Myrtle Beach. Instead, the new logo aims to create a more cohesive identity across the various departments within the city. For example, departments such as parks and recreation have used individual logos that this rebranding effort intends to unify under a consistent branding strategy.
A timeline illustrates the history of Myrtle Beach and its branding efforts:
- 1938 – Myrtle Beach incorporated as a town.
- 1976 – City seal created.
- 2024 – Request for proposal issued for rebranding.
- 2025 – City council reviews new logo concepts.
Despite diverse opinions on the current rebranding initiative, other cities have experienced varying results with similar efforts. For instance, New York City’s “I Heart NY” branding is known for its success, while Florence, Alabama’s controversial “F!” logo faced widespread backlash, illustrating the unpredictable nature of rebranding projects.
As Myrtle Beach continues to navigate the complexities of this rebranding effort, the city remains committed to enhancing its public image and identity.
FAQ
What is the budget for the Myrtle Beach rebranding project?
The estimated budget for the rebranding project is $78,000.
Why did Myrtle Beach hire an out-of-state agency for rebranding?
The City Council awarded the project to the Zimmerman Agency based in Florida, citing their qualifications and expertise for the project.
What elements does the rebranding include?
The rebranding package includes a new logo, official font, color palette, brand guidelines, and an implementation strategy for municipal documents and marketing.
Will the current city seal be changed?
No, the current city seal, established in 1976, will remain the legal emblem of Myrtle Beach.
Key Features of Myrtle Beach Rebranding Initiative
| Feature | Details |
|---|---|
| Budget | $78,000 |
| Agency | Zimmerman Agency (Florida) |
| Components | New logo, official font, color palette, brand guidelines |
| Additional Goals | Enhance city identity, promote tourism, foster civic pride |
| Timeline | 1938 – Incorporation; 1976 – City seal; 2025 – New logo rollout |
Deeper Dive: News & Info About This Topic
HERE Resources
Lake Murray Golf Center Set to Reopen Under New Ownership
Frontier Airlines Launches Nonstop Service to Myrtle Beach
Cherry Hill Welcomes New PGA Tour Superstore
Myrtle Beach Restaurant Rebrands Following Trademark Dispute
Myrtle Beach Welcomes New Hot Chicken Sports Bar
Goose Creek Welcomes New Chapter in Shipbuilding
Korean Hospitality Giant Expands into Golf Industry in the U.S.
Golf Tourism in the UK Poised for Growth
2024 GCSAA Conference and Trade Show Draws Enthusiastic Crowd
Myrtle Beach Hotels Create Buzz on the Market
Additional Resources
Author: STAFF HERE MYRTLE BEACH
The HERE Myrtle Beach Staff Writers are a collaborative team of journalists, editors, and local contributors passionate about delivering accurate, timely information to the Myrtle Beach community. As part of the HEREcity.com Network, which powers over 100 U.S. city sites including HEREcolumbia.com, our staff draws on collective experience in South Carolina journalism to cover everything from business sales and real estate developments to dining deals and community initiatives. Our Expertise and Background Local Roots in Myrtle Beach Our team includes lifelong Myrtle Beach residents and SC natives with deep knowledge of the area’s history, economy, and culture. We’ve covered key events like the recent developments along the Grand Strand, Myrtle Beach’s tourism and hospitality industry, and growth in local education sectors (e.g., Coastal Carolina University programs). Collective Experience With over 50 combined years in journalism, our staff has backgrounds in print, digital media, and community reporting. We prioritize fact-based stories, drawing from sources like the Myrtle Beach Area Chamber of Commerce, city government records, and on-the-ground interviews. Commitment to Quality Every article is a group effort, involving research, editing, and verification to ensure reliability. We adhere to journalistic standards, citing credible sources and updating content as new details emerge.
