Will a new song â one with a thumping bass and catchy hook â come from downtown and be heard throughout Myrtle Beachâs neighborhoods? Thatâs what city leaders are banking on as the council agreed to establish a nonprofit group primarily made up of downtown business and property owners. The city drew the musical staff last year by adopting the downtown master plan outlining ways to grow and connect parts of the city. The treble clef anchoring the staff is the partnership with Coastal Carolina University, Withers Swash, the boardwalk and the ocean. The nonprofit One Grand Strand (OGS) is writing the notes of how to manage and fund stanzas of this collaboration. That duet, they hope, will lure developers to build and those developments will lead to a chorus of housing, new businesses and a younger crowd to fill in the harmony.