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About Us

What sets the Asher apart is that we are not just a theater — we are a bridge to the community. We are coming in with a serving towel over our arms ready to serve and to partner with the Grand Strand and all surrounding communities. Our programs are wholesome and family-oriented. Highly professional in nature, you can expect to see hip and exciting Disney- and Vegas-style shows in a comfortable Cotton Club like environment. We strive to be more than just a theater as we are the only ones in town to also offer a conference center. In addition, we offer culture and diversity because we believe that our theater ought to reflect our community.

The Asher Theatre is where you can expect to Experience the Uncommon. Whether it’s through cutting edge shows like Myrtle Beach’s newest hit, The Man of a Thousand Voices, or through showcases of young artists and established celebrities alike, the Asher is a class act that will continue to provide something exciting for everyone.

We strive to be socially conscious, caring for the needs around us, and yet never losing our sense of humor and fun. Our “All Good Things” retail store offers unique international fair-trade items that help benefit impoverished communities around the world. And to keep things light-hearted and amusing, we are also home to the Original Yo’ Mama Joke Store (yes, you read that correctly!) featuring cool and unique items as well as the largest Yo’ Mama Joke mural in the country!

Our Purpose

We exist to provide wholesome entertainment, community engagement, and artist development to the residents and visitors of Myrtle Beach. Our faith is our cornerstone and this is reflected in the kind of entertainment you can expect to see at the Asher. Those values are mirrored in the way we engage our community, the way we respect our artists, and in the way we treat our staff. We wish to further the arts because we believe that the ultimate Artist conveyed beauty and wonder to us through the arts.


  • Educational and personal achievement
  • Clean, wholesome entertainment
  • Community engagement and citizenship
  • Culture and diversity
  • Integrity, faith, and commitment

Our Founder

James Stephens III

James has lived in Los Angeles for most of his adult life but was born just 1½ hours away from Myrtle Beach. He's been called one of the funniest comedians of our times by the editor of TIME magazine. In addition to being a regular headliner on all the major cruise lines, he has also graced the halls of the Grand Ole Opry and Carnegie Hall and has performed around the world. James starred on several TV shows and has done stand-up appearances on network television as well as Comedy Central, HBO, Showtime, and MTV. His quick wit and improv skills make every show different. James’ cross-over appeal transcends all races, gender, ethnicity or creed; but what’s important to James is his faith as a born-again Christian.