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Pier 101 expected to open on Folly Beach in March

Hospitality and Tourism
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Avocet Hospitality Group plans to open Pier 101 in the former Locklear’s Beach City Grill on Folly Beach Pier in March. The design team is using this 1950s-era photo as inspiration for renovating the space. (Photo/Provided)A new restaurant on the Folly Beach Pier this year will feature “casually simple” menu items like fried shrimp baskets, French fries, corn dogs and hamburgers, according to Avocet Hospitality Group President Jon Weitz.

“The pier is not the place where people want to experiment with food. … It is not the place for a kale salad,” he said.

Pier 101 will replace Locklear’s Beach City Grill, which closed in October, at the entrance of the pier at 101 E. Arctic Ave. Avocet, which will operate the restaurant, and Hill Construction are renovating the space now. When it opens in March, Pier 101 will be able to seat 120 guests, about 55 inside the 2,400-square-foot building and the others outside, Weitz said.

Prior to renovating, the company researched the pier, which was built in 1931, and found that it hosted many musical performances, dances and celebrations over the years. In the restaurant’s renovation, Weitz said he wanted to pay homage to that history.

“We’ve challenged our design team, which is the Middleton Group and Gil Shuler, from a graphics standpoint to figure out as many elements from the pier that were in 1931 that we could bring into our design,” Weitz said.

An example of that is the team will remove one of the windows and install a garage door where the bar will be located to provide a more open-air feeling.

The company is using the same font from a sign in a 1950s-era photograph of the pier in the new Pier 101 logo, and an outdoor space will be dedicated to live music and dancing.

“It’s what Folly Beach was all about and what we want to bring back to Folly Beach,” Weitz said, referencing the dancing area.

Avocet has not yet hired a chef for the restaurant.

Reach Ashley Heffernan at 843-849-3144.

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