‘Perfect demographic for Myrtle Beach’: Jeep Jam gains traction as an offseason tourism driver

MYRTLE BEACH — The Grand Strand is well versed in using branding and re-branding strategies to attract niche tourism, but the Oct. 29-31 Myrtle Beach Jeep Jam is all about co-branding.

The ninth annual event returns to the former Myrtle Square Mall site with more than 30,000 attendees and 5,000 Jeeps expected to roll into town. The three-day shindig is dedicated to the popular vehicle and the sense of community and camaraderie shared among its drivers.

The bumper-to-bumper lovefest also brings in needed business during the offseason, driving an economic boon for local hotels, restaurants and other tourism-based businesses. It’s good timing following a second consecutive subpar summer season and with winter approaching.

“Myrtle Beach Jeep Jam has grown into one of our area’s largest October events and one of the nation’s largest Jeep gatherings,” said Stuart Butler, president of Visit Myrtle Beach. “Events like Jeep Jam bring visitors and residents together while generating business for local hotels, restaurants, attractions and retailers throughout the year.”

According to Jeep Jam’s latest data, the event attracts visitors from 40 U.S. states and two Canadian provinces, with 65 percent coming from outside South Carolina. That generates 7,500 hotel room nights and untold fill-ups on food and gas for a $12.5 million economic impact.

“The hotels and restaurants love it because it attracts a lot of older folks who ride around town and spend a lot of money,” said Steve Taylor, Jeep Jam founder and the owner of sponsor Native Sons. “It’s the perfect demographic for Myrtle Beach. It brings in a lot of patriots.”

Jeepers for Jeeps

The term “General Purpose Vehicle Jam” doesn’t have the same ring as Jeep Jam but that’s what it might be called if not for the military’s knack for using acronyms to replace wordy labels.

Jeeps debuted in World War II as the U.S. fighting force’s fleet of vehicles designed to drive over and through anything. Originally created by the defunct American Bantam Car Company in Butler, Pa., the contract was turned over to Willys-Overland for mass wartime production.

The name “Jeep” was trademarked in 1945 and marketed to the public for the first time with its CJ (Civilian Jeep) Series. The brand has changed hands multiple times over the years, with owner Stellantis announcing a major rebranding plan on Oct. 28, but the core passion for a vehicle that symbolizes freedom and strong ties to the military endures.

“There’s something special about the Jeep community because the connection really does go well beyond the vehicle,” said Stellantis Vice President of North America Brand Communications Tony Sapienza. “Jeep owners share a sense of adventure, freedom and belonging, and that passion brings people together in some pretty remarkable ways. Whether it’s gathering on the trails, celebrating the brand’s heritage or coming together to support a community, these events are special because they’re driven by the owners themselves.”

Like U.S. Army veteran Buddy Jackson and his red, white and blue Wrangler. He has visited Myrtle Beach many times over the years, but this is his first time for Jeep Jam, meeting up with others at Broadway at the Beach’s The Hangout to make some new friends.

“My last four vehicles have been Jeeps and I’ll never own anything else,” he said. “When you do a lot of off-roading and driving on rough mountain roads like I do, you’ve gotta have one.”

‘It’s a Jeep thing’

Today there are nearly 1 million Jeeps on the road in the U.S., and their owners are as diverse as the models ranging from the original basic Willys to the latest top-of-the-line Grand Cherokees.

Yet there’s a sense of brand loyalty that bridges generational and cultural gaps. Jeep owners share a secret wave when random owners cross paths (usually a peace-sign salute flashed from the steering wheel hand) and the trend of leaving toy ducks on each other’s hoods.

“That kind of connection can’t be manufactured. It’s earned over generations and we’re grateful for it,” Sapienza said.

In addition to countless pop-up gatherings, there are more than 50 major festivals organized annually by Jeep, including regional rivals in Daytona Beach, Fla., and Pigeon Forge, Tenn. But Myrtle Beach’s has quickly become a favorite for folks who love Jeeps and the Strand.

“There’s nothing better than cruising down The Strip with the top down,” Jackson said. “It’s a Jeep thing.”

The Strand is no stranger to co-branding events, with the 88th annual Myrtle Beach Spring Bike Rally enjoying a long association with Harley-Davidson, and the 38th annual Run to the Sun Car Show bringing major brands back in 2027. But Jeep Jam has come a long distance in nine years.

Trick or Jeep?

Myrtle Beach’s first Jeep Jam was held in the spring, but COVID-19 forced a seasonal change that has helped the festival grow even more, particularly the tie-in with Halloween weekend. Participants decorate their Jeeps in the spooky spirit and hold formal and impromptu parades.

“Halloween has become a huge part of Jeep Jam, and this year we’re making it even bigger,” said Philip Van der Vossen of NS Promotions & Events. “The new parade gives our community something special to enjoy (Oct. 29), and we’ve added even more Halloween activities throughout the weekend. “You don’t have to own a Jeep to come out and have a great time.”

The inaugural Myrtle Beach Halloween Parade will be held Oct. 29 at 6:30 p.m. will see 125 Jeeps riding down Ocean Boulevard’s main drag; trunk-or-treat will be held Oct. 30 at 4-6 p.m. at the event grounds, where kids can collect candy and see the Jeeps up close; and a costume contest is set for Oct. 31 at 2 p.m., offering prizes for adults, kids, groups and dogs.

Activities spanning the entire weekend include the Haunted Trail and Jurassic Park-themed displays; a Sunrise Beach Crawl that allows 300 lucky Jeep drivers per day the thrill of cruising down the beach; food trucks, vendors and special activities like poker runs and the Proving Grounds obstacle course for putting their Jeeps to the test.

“One thing people love about our festival is the obstacle course and vendors are all in one spot,” Taylor said. “A lot of places have separate venues, but the old mall site gives us a central location to hold events and the obstacle course, and it’s one block from the beach.”

Admission is $10 per day. For more information, visit www.mbjeepjam.com.