S P E C I A L A D V E R T I S I N G F E A T U R E

Largest beach music concert series in the southeast

aims to help localschools ‘Rescue

the Rhythm’

P R E S E N T E D B Y

2 S P E C I A L A D V E R T I S I N G F E A T U R E

the Beat goes On. . .or does it?Beach music series helps local schools ‘Rescue the Rhythm’

Music might be the universal language, but in many a band room it’s the money – or lack thereof – that talks the loudest.

A local restaurateur is talking back.When Larkin Hammond heard

about the deep budget cuts besetting Greenville County’s middle school bands, she responded with a creative solution to ensure the beat goes on. As proprietor of Larkin’s on the River – and a driving force behind the restaurant’s notable community outreach – she hopes to “Rescue the Rhythm” by replenishing lost funding with proceeds from Larkin’s Rhythm on the River, a popular summertime beach music concert series.

“We feel music is very important … and middle school programs help build the foundation for a lifelong love of the arts,” says Hammond. “What would life be without music?”

RESCUING THE RHYTHMFROM BUDGET CUTS

Thus Hammond organized “Rescue the Rhythm,” whereby she’s giving each of Greenville County’s 17 middle school band programs the opportunity to sell tickets to Rhythm on the River – at whatever price they choose – and keep 100% of the proceeds. She expects the effort to generate upwards of $50,000 and, what’s more, she’s offering every school an opportunity to present the opening act before one of the weekly concerts.

Sponsored by Charter Communications and the Beach Bob Oldies Show, Rhythm on the River is a 17-week series showcasing top beach music talent – The Tams, General Johnson & Chairmen of the Board and the Cammy Award-winning Jim Quick & Coastline Band, just to name a few. The 2009 series opens with The Embers on

May 14 and runs every Thursday night through Labor Day in the Dow Amphi-theatre behind the Peace Center for the Performing Arts.

“This will be fun for the kids and fun for us, too. We have the best bands from everywhere coming in and it’s going to be a phenomenal season!” says Hammond. “A little bit of money goes a long way … and a strong love of music is priceless.”

Middle school band directors are enthusiastic about “Rescue the Rhythm.” “This is a great opportunity for us,” says Diane Lee, fi ne arts coordinator for Greenville County Schools.

“Band budgets are always diffi cult because instruments are so expensive,” according to Lee, who says a successful band must have a strong booster club even in the best of economic times. This year, budget cuts of up to 20% may make it a challenge – a potentially insurmountable challenge – for band programs to buy necessary music, supplies and repair services, much less purchase new instruments. “Rescue the Rhythm” hopes to make up the difference.

“It really is gratifying when

people realize

how important the arts are in our schools and are willing to lend a hand,” says Lee. “We’re all very appreciative Larkin’s has stepped in.”

ALL IN A DAY’S WORK

Stepping in is all in a day’s work for Larkin’s.

“We’re committed to giving back to the community that supports us,” says General Manager Bob Munnich, noting his company has a rich history of benefi ting Upstate charities via Larkin’s Gives Back, a 501(c)3 entity that places special emphasis on “forgotten groups” not funded by national organizations. “We want to have a strong impact.”

And they certainly have! In fact, last year Larkin’s Gives Back generated more than a quarter-million dollars through its “Big Give Challenge” which provided seed money to 10 Upstate non-profi ts, then challenged them to come up with creative ways to multiply the funds. All told, the organizations raised $238,129.24 and the top effort earned a free gala at Larkin’s on the River (a benefi t package valued at $12,500) as an opportunity for even more fundraising.

“We make it a priority to do things like this,” says Hammond. “This year,

we’re lucky to be able to use Rhythm on the River as a way to spotlight

school music programs.” With crowds of 800-1,200 on any given Thursday night,

Rhythm on the River’s beach music is especially popular with people in

their 40s and 50s, according to Munnich, who sees “Rescue the Rhythm” as a prime opportunity to expose more middle-schoolers to these classic sounds.

“We want to raise awareness of this genre to a new generation,” Munnich says. “We’re hoping (beach music) can appeal to the middle-schoolers as well as benefi t them.”

From the Grand Strand to the Reedy River

Larkin’s Rhythm on the River is the premier beach music concert series in the Southeast. Sponsored by Charter Communications and the Beach Bob Oldies Show, this family-friendly event brings top talent right from the Grand Strand to the banks of the Reedy River. The 17-week summer series opens May 14 with The Embers and continues every Thursday night through Labor Day in the Dow Amphitheatre at the Peace Center for the Performing Arts. All shows start at 7PM (except Sept. 3, when it starts at 6PM). WOLT’s Bob Ross and Kathy Cole serve as Masters of Ceremony.

Here’s the 2009 season line-up:

May 14 The Embers $10

May 21 Mark Roberts $10 and the Breeze

May 28 The Flashbacks $5

June 4 The Tams $10

June 11 The Fantastic Shakers $10

June 18 The Fabulous Shades $5

June 25 Craig Woolard Band $10

July 2 General Johnson & $10 Chairmen of the Board

July 9 The Out-of-Towners $5

July 16 “BOZ” The Band of Oz $10

July 23 Men of Distinction $10

July 30 Encore $5

Aug. 6 The Catalinas $10

Aug. 13 The Entertainers $10

Aug. 20 The Band of Gold $5

Aug. 27 The Fabulous Kays $10

Sept. 3 Jim Quick & $10 Coastline Band

S P E C I A L A D V E R T I S I N G F E A T U R E

each of Greenville County’s 17 middle school band programs the opportunity to sell tickets to Rhythm on the River – at whatever price they choose – and keep 100% of the proceeds. She expects the effort to generate upwards of $50,000 and, what’s more,

Sponsored by Charter Communications and the Beach Bob Oldies Show, Rhythm on the River is a 17-week series showcasing top beach music talent – The Tams, General Johnson & Chairmen of the Board and the Cammy Award-winning Jim Quick & Coastline Band, just to name a few. The 2009 series opens with The Embers on

“It really is gratifying when

people realize

even more fundraising.“We make it a priority to do things

like this,” says Hammond. “This year, we’re lucky to be able to use Rhythm

on the River as a way to spotlight school music programs.”

With crowds of 800-1,200 on any given Thursday night,

their 40s and 50s, according to Munnich, who sees “Rescue the Rhythm” as a prime opportunity to expose more middle-schoolers to these classic sounds.

“We want to raise awareness of this genre to a new generation,” Munnich says. “We’re hoping (beach music) can appeal to the middle-schoolers as well as benefi t them.”

S P E C I A L A D V E R T I S I N G F E A T U R E 3

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4 S P E C I A L A D V E R T I S I N G F E A T U R E

Did you learn to shag on the beach? Was there salt in the air and sand at your feet?

Do you love beach music? If so, you’re not alone! Generations of

Carolinians grew up – and then never outgrew – shagging to the tunes of The Embers, The Tams, General Johnson & Chairman of the Board and more. Indeed, this “slotted dance with fancy footwork” is such an integral part of Palmetto State culture that the shag was offi cially designated our state dance in 1984.

Though other dance crazes periodically surpass it in popularity – think disco, for example, or line dancing – shagging has long endured the test of time. From its Depression-era origins to its defi nitive evolution along the Carolina coastline, this is a dance whose heyday has yet to end. What keeps the shag in step with the times?

“Shagging doesn’t go out of style because it’s such a fun dance,” says Ed Norton, president of the Upstate Shag Club. “The shag is fairly easy to do and the music – well, the music is just great! Beach music is upbeat so it’s fun to listen to AND fun to dance to.”

While Myrtle Beach remains the undisputed Mecca of shagging, Norton notes there’s plenty of stepping out all over the Upstate: “Around here, we shag every Saturday night,” he says.

WHAT CAME FIRST,THE APPLE OR THE SHAG?

Historians aren’t synchronized on the origins of shag.

In his acclaimed book “Shagging in the Carolinas,” ‘Fessa John Hook notes that Lewis Philip Hall lays claim to inventing the shag. Weary of the more sedate dances, Hall and a lady friend worked out a pattern of intricate steps set to a double-time beat; they named this “The Shag” and introduced their creation during the Feast of Pirates festival in Wilmington, NC, in August 1928. An all-night dance followed at the Lumina Pavilion on Wrightsville Beach and Hall’s shag became an almost instant sensation.

Others credit The Big Apple, a dance that emerged in the late 1930s from a Columbia nightclub of the same name, with propagating what’s now called Carolina Shag (Hook says it’s the other way around); there are those, too, who say today’s shagging grew out of the Lindy Hop. Myrtle Beach is considered

by many the birthplace of shag, but the folks at Carolina Beach will tell you otherwise.

Regardless of exactly when, exactly where, by 1937 a definite dance revolution was under way. Early on, the shagging had been fast, to

big band swing; eventually, things slowed down to indulge in the sexier tempos of rhythm and blues. Hordes of carefree white teenagers began defying Jim Crow conventions to explore the intriguing possibilities of “black” music and improv moves. In ocean-front pavilions on beaches up and down the Carolina coasts, and at jump joints offering juke boxes filled with the “forbidden” sounds of soul, dancers delighted in a genre not yet offered on mainstream Southern radio stations. These songs, heard only at the beach until fans began convincing local DJs to add R&B to their playlists, were soon referred to as “beach music.”

Early shaggers danced their way into cultural revolution

Be young, be foolish, be happy

Jeff and Dede Ward compete in a local shag competition.

We don’t want children

to say ‘It’s an old

person’s dance,’

because shagging is

something you can enjoy

for a lifetime.

“We don’t want children“We don’t want children

”something you can enjoy

”something you can enjoy

for a lifetime.”for a lifetime.

S P E C I A L A D V E R T I S I N G F E A T U R E 5

FROM OCEANTO MAINSTREAM

Early shaggers danced across the racial divide, bringing both their moves and their music to the forefront of Carolina culture. And while shagging began with youthful revelers at the beach, the dance fast became a mainstream phenomena.

“I grew up shagging,” says Dede Ward, who was raised in Darlington during the 1960s. “All of my friends shagged, and all of our parents did, too. It was a defi nite – and defi nitely acceptable – part of the culture. In fact, we shagged at Cotillion!”

It’s a love she never outgrew. Today, Dede and her husband, Jeff, teach shag lessons at The Big Chill in Greenville and are also active members of Carolina Shag Club. Anybody can learn the basic shag, she says – and e v e r y b o d y s h o u l d , b e c a u s e doing so ensures you never run out of good times.

“ S h a g g i n g isn’t just about the dance,” she says, noting the abundance of shag clubs through-out the Southeast. “It’s also

about all the friends

you make.”From millennials

to gen-xers to boomers and beyond, our state dance

offers fun for all. “There are so many different age groups involved in shagging,” says Ward, who promotes junior shag workshops to encourage kids to pick up the habit. “We don’t want children to say ‘It’s an old person’s dance,’ because shagging is something you can enjoy for a lifetime.”

So no matter your age, if you want to be young, be foolish and be happy, simply grab a partner and take six simple steps. You’ll be carrying on a tradition that extends across the sands of time.

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But there’s more. Away

FROM OCEANTO MAINSTREAMTO MAINSTREAM

to gen-xers to boomers and beyond, our state dance

about all the friends

you make.”From millennials

TO MAINSTREAMFROM OCEANTO MAINSTREAM

about all the friends

you make.”From millennials

to gen-xers to boomers

Dede and her husband, Jeff, teach shag lessons at The Big Chill in Greenville and are also active members of Carolina Shag Club. Anybody can learn the

of shag clubs through-out the Southeast. “It’s also

It’s a love she never outgrew. Today,

“ S h a g g i n g isn’t just about the dance,” she says, noting the abundance of shag clubs through-

Dede and her husband, Jeff, teach shag lessons at The Big Chill in Greenville and are also active members of Carolina Shag

“ S h a g g i n g isn’t just about the dance,” she says, noting the abundance of shag clubs through-

Images reprinted with permission from Shagging in the Carolinas, by Fessa

John Hook. Available from thepublisher online at

arcadiapublishing.comor by calling

888-313-2665.

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Converter Box Coupon program

Until July 31, 2009, all U.S. households will be eligible to request up to two coupons, worth $40 each, to be used toward the purchase of up to two, digital-to-analog converter boxes. The National Telecommunications and Information Administration (NTIA) has responsibility for administering the coupon program. (Please note that

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Still, there’s an easier – and more entertaining – way to navigate the digital conversion. “The simplest way to take care of matters is to become a Charter customer,” says Jim Corrin., Charter’s director of government relations. With Charter, you’ll be able to access the cable provider’s all-star line up of television and movie channels as well as its premium pay-per-view

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Join us for the biggest and bestRhythm on the River Concert Series EVER!

2009 Season Schedule

*

Every Thursday, May 14TH through September 3RD.Check our web site for all the details

or call 864.467.3020.

RHYTHMONTHERIVER.COM Tickets available online and at the door.

At the Amphitheater behind the Peace Center. Gates open at 7PM.

2009 TITLE SPONSOR

May 14th The Embers May 21st Mark Roberts and the Breeze BandMay 28th The FlashbacksJune 4th The TamsJune 11th The Fantastic ShakersJune 18th The Fabulous ShadesJune 25th Craig Woolard bandJuly 2nd General Johnson and the Chairmen of the BoardJuly 9th Out of Towners Band July 16th “BOZ” The Band of OzJuly 23rd The Men of DistinctionJuly 30th EncoreAugust 6th The CatlinasAugust 13th The EntertainersAugust 20th The Band of GoldAugust 27th The Fabulous KaysSeptember 3rd Jim Quick & Coastline Band WINNER OF 3 CAMMY AWARDS

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