Beginning in early 2026, À la Heart Grand Strand will launch as a vital safety net providing emergency financial assistance to hospitality employees across the Grand Strand who are facing unforeseen personal crises. The fund is designed to offer immediate support to workers navigating life-altering events such as injury, illness, natural disasters, funeral expenses and maternity-assistance needs.
The Myrtle Beach area’s hospitality industry is the engine of the local economy, employing thousands and welcoming millions of visitors each year. When a hospitality professional experiences a sudden emergency, the impact extends beyond the individual — affecting families, employers, and the continuity of business operations. À la Heart Grand Strand exists to ensure these essential workers have a reliable resource in times of hardship, allowing them to remain stable, supported, and engaged members of our community.
This initiative has been established through the dedication and generosity of its founders and is formally partnered with the Myrtle Beach Area Hospitality Association and the South Carolina Restaurant and Lodging Foundation.
À la Heart Grand Strand will serve hospitality employees throughout:
Carolina Forest
Conway
East Conway
Garden City
Litchfield Beaches
Little River
Murrells Inlet
Myrtle Beach
North Myrtle Beach
Pawleys Island
Surfside Beach
To ensure a strong and sustainable launch, the organization is actively seeking founding partners to join the À la Heart Grand Strand Founding Circle. Contributions from founding partners will directly build the organization’s emergency fund and provide critical financial relief to workers when they need it most.
By joining the Founding Circle, partners demonstrate a powerful commitment to the stability and well-being of the hospitality workforce and invest in the long-term strength of the Grand Strand’s most important industry.
