Chip Russell is the founder and president of Alliance Consulting Group, LLC (ACG). He has over 36 years of experience in the hospitality industry in Myrtle Beach and has been active in numerous capacities in the market for as many years.
Chip was born in Charleston, South Carolina right down the road from Myrtle Beach. He graduated from Coastal Carolina University in 1986 with a degree in Business Administration. He played baseball at Coastal Carolina and was a member of the 1983 NAIA World Series team which was “one of the most memorable experiences” that he ever had. Chip maintains ties to the university and continues to be a staunch supporter of the baseball program which won the NCAA Collegiate World Series in 2016. He was on the inaugural Board of Directors for the Coastal Letterwinners Association and is a member of the Chanticleer Athletic Foundation and the Alumni Association. After graduation and a short stint in real estate, he began his career in the hospitality industry in 1987 in Myrtle Beach primarily in the condo-hotel business.
Chip’s hospitality career is impressive in both breadth and depth. In the condo-hotel side of the industry he has worked with numerous Homeowner associations, Boards of Directors, and property management firms. Working in these environments can be very complex and confusing and as he explains, “ultimately it takes people working together as partners to resolve any issue. A lack of partnership makes achieving goals very difficult.” Throughout his career, Chip has managed thousands of rental investment units in some of the most demanding and engaging projects in Myrtle Beach while working to maximize bottom-line revenue for investors and enhance appreciable value to real estate holdings. He has managed thousands of employees, managed multimillion dollar operations and has developed extremely diverse relationships and partnerships in the market. Chip has attained Certified Hospitality Supervisor and Property Manager in Charge designations as well as a Certified Food Processor certification through Clemson University.
Chip has maintained involvement in the community throughout his career. He served on the Myrtle Beach Area Hospitality Association Board of Directors from 1996-2002 in numerous positions eventually culminating his tenure as its President from 2001-2002. He received the Outstanding Service Award in 2000 and was named Volunteer of the Year for the association in 1998. He served on the Council of Myrtle Beach Area Organizations (COMBO) from 1998-2002 which coordinated the efforts of all the community associations that included the Myrtle Beach Chamber of Commerce, the Hospitality Association, Myrtle Beach Golf Holiday, Myrtle Beach Golf Course Owners Association, Myrtle Beach Oceanfront Owners Association, the Economic Development Corporation and the Northeast Strategic Alliance (NESA) to help Myrtle Beach and the Grand Strand thrive. Chip recalls, “during those years being exposed to some of the most influential visionaries in Myrtle Beach history that truly shaped how I not only conduct my business today but how I conduct myself.” He explains “you understand the obstacles and navigate around them to get what you want done.”
Giving back to the community is important to Chip and the ACG team. Chip has served as a member of the Board of Directors of the Horry County Literacy Council since 2022. He began tutoring and teaching adults to read and write in 1997 which continues today. He says, “watching someone read a complete sentence for the first time is one of the most transformational things I have ever done.” In 2003 he began a charity golf tournament, Golf Week at the Creek which later became the Caravelle Cup, that has raised over $200,000 in charitable giving during the past 20 years. Some of the charities that have benefited include the First Tee of Myrtle Beach, the SC Leukemia and Lymphoma Society, the Joe McGarry Foundation and Special Operations Wounded Warriors.
ACG’s roots run deep along the Grand Strand and Myrtle Beach. Let Chip and his team be your personal representatives and help you achieve success.
