Rojas
MYRTLE BEACH, SC – Myrtle Beach’s newest oceanfront destination, The Ellie Beach Resort, a Tapestry Collection by Hilton property, announces the appointments of Gary Rojas as resort manager and Nick Falcone as director of programming. These strategic hires mark a new chapter for the historic Springmaid Beach resort, as it continues to grow its impact as a premier hospitality and community hub along the Grand Strand.
Florida-born Rojas brings more than 20 years of hospitality leadership to The Ellie. Known for thriving in high-volume, fast-paced environments, he has built his reputation across luxury resorts, nightlife venues, fine dining concepts and major event operations. Most recently, he served as director of food and beverage at the Island Grand at TradeWinds Resort in St. Pete Beach, where he managed 19 food and beverage outlets. Rojas also held senior leadership roles at iconic properties such as The Goodtime Hotel and Fontainebleau Miami Beach, where he oversaw multimillion-dollar operations and focused on elevating both guest satisfaction and financial performance. At The Ellie, he will lead daily resort operations, guide strategic planning and oversee guest services with a focus on team development and delivering exceptional experiences.
Falcone
Falcone, a New York native with strong ties to the Myrtle Beach region, brings over a decade of locally focused business development and community engagement expertise. Previously, he served as business development director at the North Myrtle Beach Chamber of Commerce, where he strengthened member engagement, led sponsorship initiatives and curated region-wide events. Earlier in his career, he led digital marketing and outreach for the Long Bay Symphony. At The Ellie, Falcone is leading a full restructuring of the resort’s guest programming, transforming it into a dynamic calendar of experiences—from comedy nights and wellness events to golf packages and poolside entertainment— designed to deliver authentic moments for guests and locals alike.
“We’re excited to welcome Gary and Nick to The Ellie,” said Robert Pici, general manager at The Ellie Beach Resort. “Gary’s operational depth and leadership experience are exactly what we need as we continue to elevate the guest experience, and Nick’s ability to design dynamic programming will ensure The Ellie continues to be a destination for connection, culture and fun.”
The Ellie Beach Resort is located at 3200 S. Ocean Blvd., Myrtle Beach, SC 29577. For more information, visit theelliebeachresort.com, call 843.315.7100, or follow The Ellie on Instagram and Facebook.