North Myrtle Beach Times Serving our Community and the Grand Strand for over 50 years
By Ruben Lowman
In a vacation area where the short-term rental market is usually a tug-of-war between high-rise condos and sprawling beach houses, a new player has dropped anchor at Barefoot Landing Marina that doesn’t fit into any traditional zoning box.
FLOHOM 15 Palmera and its sister vessel, FLOHOM 17 Selah, Sailor, have officially launched, marking the Grand Strand’s first foray into “stationary boat charters.”
Owned and operated by local couple Tushar and Andrea Mukhija, these 848-square-foot luxury suites represent a significant gamble on “experiential hospitality.”
While the vessels were contract-built in Baltimore, their mission is purely local, capturing the high-end “staycation” market at a time when rising fuel costs are keeping travelers closer to home.
Bringing these floating suites to the Intracoastal Waterway wasn’t as simple as tying a knot.
The owners said there was a high barrier to entry, as the unique product required navigating a gray area between maritime regulation and land-based short-term rental ordinances.
Because the units never leave the dock, they bypass traditional navigation hassles but face the scrutiny of insurance and marina regulations.
To mitigate local friction, the units are outfitted with noise monitoring sensors to enforce quiet hours (10 p.m. to 7 a.m.), a proactive move to ensure the floating apartment concept doesn’t turn into a floating party house.
The vessels offer a stark contrast to the seashell-and-starfish decor typical of the area, with the Palmera a one-bedroom, 2.5-bathroom unit that sleeps four. Selah, Sailor is a larger two-bedroom unit designed for six.
Luxury does come at a premium, while base rates start around $293, premier dates like the Fourth of July are commanding upwards of $1,516 per night.
The owners have positioned the fleet as a boutique apartment experience, complete with a concierge service capable of booking private chefs or stocking a full bar before check-in.
With the Barefoot Resort Bridge providing beach access just a mile away, the goal is to offer a secluded alternative to the boardwalk buzz of the House of Blues and Alabama Theatre directly across the water.
As FLOHOM looks to expand further into Murrells Inlet and Charleston, the North Myrtle Beach launch serves as a test case.
