By Ashley Morris
For Weekly Surge
Myrtle Beach's annual Taste of the Town event isn't merely a "taste." That connotes only the physical sense of taste, when it's really a specimen of all senses: the smell of more than 60 restaurants' fares and wares, the cool touch of a cold beer cup, the sight of 10,000 attendees and the sound of 10,000 attendees.
And with an event that is celebrating a nearly unheard of 25th anniversary this year on Tuesday at the Myrtle Beach Convention Center, what you do get a good taste of is a sense of community underlying from set-up to clean-up - because this is all to benefit St. Andrew Catholic School.
History and Charity
A cluster of parents founded the fundraiser 25 years ago. And why not? There's probably a "Taste of the Town" in practically every town in the country, so there should be one here in Myrtle Beach, where there is a pool of thousands of potential restaurants that could participate. "It started out with roughly 20 restaurants in a small portion of the original convention center," says Taste of the Town chairman John Robitaille. "Today we have around 60 restaurants in more than 100,000-square-feet of space. We used to be able to produce this event in about three months. Now it takes about a year."
The crowd walks by exhibits at the 2007 Taste of the Town at the Myrtle Beach Convention Center. –Courtesy Photo.
And the added volunteer effort doesn't go unnoticed as the event expands - from ticket sales to extra parking at the vacant Myrtle Square Mall lot across from the convention center to more ample seating for eating inside, and just, well, more space for walking and mingling. "For the staff of St. Andrew, what a feat that is to put that all together, with music and ticket sales - little things that people don't realize goes into it," says local chef Tom Mullally of A Difference in Dining.
"I have three daughters who attend St. Andrew," says Robitaille. "All parents are expected to participate in Taste. But the overall excitement of this event has lured me in further and further each year. I was told recently that I am the first male chairman of Taste of the Town, for what it's worth. I just hope I'm half as good as the people who have led us over the past 24 years."
Each year, for 24 years, the total money raised has grown and matured along with the event, according to organizers, however they declined to give specific amounts to back up the claim. Funds from the 25th anniversary Taste will go towards physical improvements of the National Blue Ribbon School, such as replacing the original 50-year-old windows to meet current building and safety codes. The school board ultimately decides on the allocation of the proceeds after the doors have closed on Taste of the Town each year.
Food & Drink
A big part of the reason for attending Taste of the Town, of course, is the food. (But I say "part," because the other half of the entertainment for the evening is actually wondering who of the who's who of Myrtle Beach you will bump into as you meander from food booth to food booth.
There will be a record-breaking 60 food booths representing restaurants from Horry and Georgetown counties and just about every portion of your palate - from bakery desserts and sweets to Thai to Lowcountry seafood to Italian to pizza and wings to fine American. What's even more impressive is that 20 of these restaurants are new to the event this year (Ruth's Chris, Divine Prime and Salt Creek Café, just to name a few).
It seems like an Olympics version of getting dinner. And the layout, though well-organized in aisles and sections, can be a little overwhelming when you first enter the screaming, bustling convention center. But with the trusty map in hand, you can quickly strategize a plan of attack. Last year, Divine Dining Group had its own designated glitzy corner. Sometimes it's not planned, which is OK, too. Grab some
chocolate candy or cinnamon soft pretzel before a crab cake appetizer. Do it.
Getting samples from a wine vendor at the 2007 Taste of the Town at the Myrtle Beach Convention Center. –Courtesy Photo.
After your $5 admission at the door (or $4 before the event), food (and beer and wine) samples will be anywhere from $1 to $4 at each booth, depending on how each restaurant decided to designate pricing. Ticket booths for these food sample tickets are scattered inside the convention center and luckily not laden with lines or too difficult to spot.
Simmering beneath these layers of food and fun is the actual restaurant competition. Awards go to Best Entrée and Best Dessert. Mulally, who has played the part of both chef and judge, will judge for the fourth time at this year's Taste. "Each year, I'm amazed to see who is going to compete; it always gets a little better and a little more ferocious. ...As for judging, I'd say 65 percent is taste or flavor," he says. "It should be like a party in your mouth. You could have mediocre plate presentation, but win on taste. In order of importance, it's: flavor, plate presentation and creativity."
And restaurants and restaurateurs take the competition seriously.
"I think it means a lot for a restaurant to win an award," says Robitaille. "They put a lot of thought into what they're going to serve and I still see awards displayed at restaurants from years past."
It's about bragging rights.
"Winning is definitely a bragging rights issue and an advertising vehicle," agrees restaurant chairman Bob Natale. "I remember when Fiesta Mexicana won an award a few years ago, the whole team that the restaurant (brought) was so excited it was heartwarming."
Last year's defending champs are: Divine Fish House's Local Grouper for Best Entrée, the White Chocolate Bread Pudding at Oliver's Lodge for Best Dessert, Curry Shrimp and Coconut Rice at Waterscapes for People's Choice Entrée, the Chocolate Torte at Toffino's Bakery for People's Choice Dessert, Picanna at Rioz Brazilian Steakhouse for Kids' Choice Entrée, and Blue Bunny Ice Cream and Tropical Sno for the Kids' Choice Dessert.
Monica Ricci of HGTV's "Mission Organization."
Mulally will help decide on Best Entrée by doing a one-hour power sampling from all booths right at 4 p.m. before the crowd arrives. But on the flip side of the fork, he remembers all too well the ambitious preparation that goes into Taste. "Chefs have to start prepping that day because there's only so much you can do 48 hours before," he says. "Any chef that has to compete in this is working three 14-hour days, so that's an incredible gesture on anyone's part. It takes a real team effort." At the end of the night, restaurants usually break even with ticket sales, he says. And this year, each restaurant has donated a dinner-for-two gift certificate to one lucky winner of the Personal Taste of the Town grand prize (that amounts to at least one free dinner a week for the year). Someone will also be smitten with the Pizza and a Movie prize: pizza two times a month for a year from East of Chicago and 10 movie tickets to IMAX 3-D at Broadway at the Beach.
On top of that pizza topping, imagine feeding a hungry crowd of 10,000 in six hours. "I've heard that other cities stage events similar to Taste, but they're usually weekend events held over several days," says Robitaille. "They may tally a crowd larger than ours, but I bet they can't serve a crowd between 8,200 and 10,000 within a six-hour period!"
It's akin to serving a huge banquet.
"I used to be with Sea Captain's, who took first place four years in a row about 10 years ago," says Mulally. "And we would serve about 45-50 gallons of she crab soup, 1,200 entree portions of the Crabmeat Grouper Wellington. Dessert would be about 700 portions."
Image and extended philanthropy count for something, too. This year's Best Booth Design will be judged by Monica Ricci of HGTV's "Mission Organization." And the inaugural Community Crusader award, according to Robitaille, "will recognize one person in the restaurant industry who exudes the same level of community service that is taught daily at St. Andrew Catholic School."
To See & Be Seen
Taste of the Town is marked down on the social calendars of thousands of locals. If you prefer to dine alone in the peace of a purring cat at your feet, this is not a night for you.
Part of the dining adventure of a trek around the Taste is stopping to talk to those you often see and often don't, which means a catch-up and short Q&A session, and on the social cycle goes. "I've gone the last two or three years and the socializing is the best in town because the event appeals to everyone," says Jenifer Sweat, a regular attendee and director of marketing and public relations for FSA-Full Steam Ahead Inc. Fire and Water Restoration. "It's not real exclusive or just for adults. The cost is low, and parents can bring their kids after work. When I go to the event, I go with my friends and see everyone in town - from Chamber (of Commerce) members to people I haven't seen in a year or two."
My first year of the Taste was last year; I pushed a baby stroller around with my husband after work. It was extremely kid-friendly, with plenty of space and tables for me to stop and feed my little one his jar of baby food peas while I downed some sort of gourmet specialty, or for older folks who just wanted to stop and rest their feet. I told you, it's like an Olympic sport, so it might help to train a week in advance. Stroller/child advantages, incidentally, also included convenient cup holders for beer from the Autumn Ale House biergarten area, undercarriage storage for programs, brochures and souvenirs, and a deterrent if the baby grew fussy from those chatters who became too chatty. (I'm social, I am, but enough is enough sometimes.)
The hungry and the business-hungry devour this time, however, with phones in hand getting dates or digits around the Autumn Ale House bar area or in between chasing their kids down from the strolling clowns. It's quite a study in cultural anthropology; you must witness it first-hand.
Dan Sine, manager of Soul Function, which will perform live from 6-10 p.m. (filtered with a few breaks), hopes to keep everyone around to the official end of Taste. "I think the typical person goes through the stands, socializes and leaves, but the music may give a little retention." For a little taste of what to expect from the band, visit www.soulfunctionrocks.com.
Sine also doubles or triples as a realtor with Dunes Realty and a member of Grand Strand Young Professionals. "[Taste of the Town] is probably the biggest night of the year - besides the night before Thanksgiving and New Year's Eve. I see the crowd as a young professional crowd because of the price and the biergarten area."
The slice of life at Taste of the Town is as varied as the culinary specialties you will experience. It's a true definition of community for St. Andrew Catholic School, and the Grand Strand community obviously can't get enough after 25 years. It's a shame it doesn't happen twice a year. "I think we've put on a great show," says Natale, "with the passion of a team wanting to do the best for our school, our kids, our parish community and the community at large. It has become not just a fundraiser for St. Andrew, but a community event and tourist event."
The 25th annual Taste of the Town will take place from 4-10 p.m. Tuesday at the Myrtle Beach Convention Center, 2101 N. Oak Street, Myrtle Beach. Advance tickets ($4) are available at St. Andrew Catholic School and all HTC locations. Tickets are $5 at the door.