The Avenue

The new Hard Rock Café is one of several restaurants, clubs and attractions located on The Avenue, formerly known as Celebrity Square, at Broadway at the Beach.

If you’ve been to Broadway at the Beach lately, you probably noticed that the complex has received a facelift along with the arrival of several new retailers and restaurants, including Dave and Buster’s, Wahlburgers and American Tap House.

The attraction’s entertainment district is getting a new name to match its updated exterior.

The area formerly known as Celebrity Square will now be called The Avenue.

Jim Powalie, general manager of Broadway at the Beach, said the change in moniker reflects the style of the new buildings.

“A new name was fitting to represent the inspiration of the area,” he said.

The name pairs well with the new design concept for the area.

“We feel The Avenue captures the architectural theme, which is a repurposed warehouse district,” Powalie said. “It also represents a row of welcoming restaurants, clubs and attractions for both day and night.”

The street addresses for these businesses will still be Celebrity Circle, but a new signage package will be rolling out in the coming months to reflect the name change in this area.

Visitors can also expect to see “enhancements to the hardscape and landscape,” Powalie said.

For people with nostalgic ties to Celebrity Square, Powalie said the area still is home to some of visitor and local favorites.

“We still have many of the original favorites, such as Hard Rock Café, Celebrations Nightlife [and] Crocodile Rocks,” he said.

Dave and Buster’s opened at The Avenue on Monday, June 5.

Powalie said Paula Deen Family Kitchen will be opening later this month.

For more information on all the shops, attractions and restaurants Broadway at the Beach has to offer, visit


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