News Title:Ashton Woods continues its expansion in the Myrtle Beach area with another new home community in the planning stages
Another potential new home community involving a large 120.71-acre parcel along Highway 378, directly adjacent to Conway High School continues in the planning stages.
The property is currently within Horry County but is in the process of being annexed into the City of Conway. The developer is proposing a single-family residential community and is requesting R-2 Medium-Density Residential zoning for the developable portions of the property. Areas containing on this parcel that contain flood hazards, wetlands and other environmentally sensitive features would be protected with a change to that area to Conservation Preservation (CP) zoning. These approximate 21 acres are proposed to be conveyed to the City of Conway and would be entirely zoned Conservation Preservation. The City of Conway’s Pathways and Trails Plan also identifies a future greenway or trail connection through the property. Under the proposed Development Agreement, the 21-acre land donation would help accommodate that future trail, with additional discussions underway regarding construction of the trail by the developer before the property is conveyed to the City of Conway.
The developer has also submitted a Development Agreement to the City of Conway outlining the proposed development framework, infrastructure requirements, public benefits and other obligations associated with the project. A preliminary site plan included with the agreement currently shows 272 single-family homes.
It is important to emphasize that this community is still in the planning and approval stages. The property has not yet been rezoned, and the proposed number of homes and other details could change as the project moves through the City of Conway's review process.
Why Is a Development Agreement Being Discussed So Early?
The Development Agreement is being considered at this stage because annexation brings the property under the City of Conway's jurisdiction and begins the process of establishing how the property could ultimately be developed. Even though the property has not yet been rezoned, the developer and City can negotiate important elements of the proposed project, including density, the number of homes, infrastructure, development phases and public improvements.
A Development Agreement under the South Carolina Local Government Development Agreement Act is a legally binding agreement between a developer and local government that establishes the framework, responsibilities and expectations for a development. One of its primary purposes is to provide greater certainty to both the developer and the local government during what can be a lengthy development process.
For the developer, the Development Agreement will provide vested development rights and greater predictability once it has been approved and executed. In return, the developer can agree to specific obligations and public benefits, such as infrastructure improvements, utility extensions, roads, land dedications, trails, environmental protections and other improvements associated with the project.
Development Agreements are commonly negotiated during the planning and approval process. However, the Development Agreement is not finalized simply because it has been submitted or negotiated. It must go through the required approval process, including public hearings and approval by the appropriate governing body.
For a large proposed subdivision, the Development Agreement can be one of the most useful documents for understanding what is being contemplated. It can provide details about the proposed number of homes, development phases, infrastructure requirements, public improvements, land dedications and other commitments.
Ashton Woods Expected to Be the Builder
Ashton Woods is expected to be the builder if the proposed community ultimately moves forward, adding another project to the homebuilder's growing presence in the Myrtle Beach area.
Ashton Woods began building homes in 1989 and has grown into one of the nation's leading homebuilders, with communities in markets including Myrtle Beach, Atlanta, Austin, Charleston, Dallas, Houston, Orlando, Phoenix, Raleigh and San Antonio. Headquartered in Atlanta, the company focuses on design-forward homes in thoughtfully planned communities.
In 2017, Ashton Woods launched Starlight Homes, a separate brand focused on making homeownership more attainable. Together, Ashton Woods and Starlight Homes have now provided homes for more than 50,000 families.
Ashton Woods' continued expansion in the Grand Strand can already be seen through several other local communities.
Trieste at Bella Vita – Trieste at Bella Vita was Ashton Woods' first new home community in the Myrtle Beach area. Ashton Wood began closing single-family homes in February 2024 and sold out in 2026 after approximately two years of sales. Trieste at Bella Vita contains 160 single-family homes. The new single-family homes in Trieste at Bella Vita have sold from approximately $320,000 to $500,000, with an average selling price of around $400,000.
Blue Heron Retreat – Ashton Woods began presales at Blue Heron Retreat in August 2025. Located in North Myrtle Beach along the Intracoastal Waterway near Robert Edge Parkway, Blue Heron Retreat is planned for 74 single-family homes—including 43 along the Intracoastal Waterway—and 210 villas. As of August 2026, the single-family homes in Blue Heron Retreat have sold from the upper $300,000s to the middle $400,000s, averaging around $400,000. The villas have sold from approximately $230,000 to $317,000, averaging around $277,000.
Landing at River Oaks – Located just off River Oaks Drive in the growing Carolina Forest area of Myrtle Beach, Landing at River Oaks is another Ashton Woods community coming soon. The initial phase at the Landing at River Oaks is expected to include approximately 89 single-family homes, with several hundred additional homes possible in future phases. Ashton Woods is currently pricing the single-family homes in the Landing at River Oaks from the low $400,000s and is expected to begin presales in the fall 2026.
If the Highway 378 project ultimately receives the necessary approvals, it would represent another significant addition to Ashton Woods' growing portfolio in the Myrtle Beach area. With Trieste at Bella Vita now sold out, Blue Heron Retreat underway and Landing at River Oaks preparing for presales, the proposed Conway community would further expand Ashton Woods' presence across the Grand Strand.