South of the Border

What South of the Border does

South of the Border is a privately-held, family-owned roadside attraction complex located at the North Carolina/South Carolina border on Interstate 95 in Hamer, South Carolina. Founded in 1949 by Alan Schafer as an 18-by-36-foot beer stand, the company has grown into a 300-acre integrated tourist destination serving millions of transient highway travelers annually. It operates seven distinct revenue streams: lodging (South of the Border Motor Inn plus the 100-site Camp Pedro RV Park), dining (six restaurants including The Peddler Steak House, Sombrero Room, Burrito Loco, Hot Tamale Diner, Pedro's Ice Cream Fiesta, and Polanco's Bar), retail (five-plus shops including Mexico Shop East/West, Fort Pedro Fireworks, Pedro's Myrtle Beach Shop, and Pedro's Pura Vida), attractions (Reptile Lagoon, the largest indoor reptile exhibit in the US, and the 200-foot Sombrero Tower), fuel (two Sunoco-branded stations and Pedro's Truck Stop), events (S.O.B. Convention Center accommodating 7 to 700 guests), and Blenheim Ginger Ale, America's oldest independent soft drink (established 1903), which the Schafer family also owns and manufactures on-site with nationwide online shipping.

The business is supported by an extensive traditional marketing infrastructure of approximately 175 billboards along I-95 and parallel corridors from Virginia to Georgia, plus organic social media presence on Instagram and Facebook. South of the Border is the biggest employer in Dillon County, SC, currently run by the third generation of the Schafer family. Recent operational moves include a multi-million dollar renovation of the Sombrero Tower and motor inn, expansion of the RV campground with extra-large pull-through sites, and the 2022 opening of Polanco's Bar. The complex is asset-heavy and location-dependent, with no disclosed AI/ML capabilities, no public financial reporting, and no venture capital or institutional investment evident in the source material.

Name

South of the Border

Legal name

South of the Border

Website

https://sobpedro.com

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

1–10 employees

Short description

South of the Border is a privately-held, family-owned 300-acre roadside attraction complex on I-95 at the NC/SC border, offering lodging, dining, retail, attractions, fuel, events, and on-site Blenheim Ginger Ale production for highway travelers.

Ownership category

akta.pro rank

Product category

Roadside Attraction and Highway Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (721110), RV (Recreational Vehicle) Parks and Recreational Camps (7212), Arts, Entertainment, and Recreation (71), Other Gasoline Stations (45712)

SIC

Retail-Eating & Drinking Places (5810), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Highway Service Plaza & Turnpike Lodging (THAGAFAF)

Keywords

• Roadside attraction complex
• Highway travel hospitality
• RV campground lodging
• Themed tourist destination
• Soft drink manufacturing

Headquarters

HQ city

Hamer

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Supply Chain, Infrastructure

Revenue model

1. Accommodations: Revenue from South of the Border Motor Inn (hotel rooms and suites) and Camp Pedro RV Park (100 full hook-up sites with 30 & 50 Amp service)
2. Dining: Revenue from multiple on-site restaurants including The Peddler Steak House, Pedro's Ice Cream Fiesta, Sombrero Room Restaurant, Burrito Loco, and Hot Tamale Diner
3. Retail Shopping: Revenue from multiple gift shops including Mexico Shop East, Mexico Shop West, Pedro's Myrtle Beach Shop, Pedro's Pura Vida, and Fort Pedro Fireworks
4. Attractions: Revenue from attractions including Reptile Lagoon (largest indoor reptile exhibit in the US), Sombrero Tower & Arcade (200ft observation tower with glass elevator)
5. Gas Stations: Revenue from two Sunoco-branded gas stations (Sunoco West and Sunoco #2) with pay-at-pump available 24 hours
6. Event Facilities: Revenue from S.O.B. Convention Center and Top Hat Club banquet facilities accommodating 7 to 700 people, including catering services
7. Blenheim Ginger Ale: Revenue from manufacturing and selling Blenheim Ginger Ale (America's oldest independent soft drink, created in 1903) available for online ordering

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels6 records

Core offering

South of the Border is a 300-acre Mexican-themed roadside attraction and hospitality complex on Interstate 95 at the NC/SC border, offering attractions (Sombrero Tower, Reptile Lagoon), accommodations (Motor Inn and Camp Pedro RV Park), multiple dining venues, gift/souvenir shops, fireworks retail, two Sunoco gas stations, a truck stop, a convention center, and on-site manufacturing of Blenheim Ginger Ale. It serves highway travelers and tourists traveling the East Coast corridor.

Product overview

South of the Border is a 300-acre Mexican-themed roadside attraction complex on Interstate 95 at the North Carolina/South Carolina border, operating for nearly 70 years. The integrated portfolio includes attractions (Sombrero Tower, Reptile Lagoon), accommodations (Motor Inn with pool/sauna, Camp Pedro RV Park with 100 sites), diverse dining (steakhouse, ice cream shop, bar, Tex-Mex options), extensive shopping (five gift/souvenir shops, fireworks store, beach shop), and practical facilities (two Sunoco gas stations, truck stop, convenience stores, convention center). The complex also produces Blenheim Ginger Ale, a century-old regional soft drink now available nationally.

Differentiator

Problem solved

Functional benefit

Brands

• Mexico Shop East: Pedro's oldest store featuring gifts and souvenirs. Home to the 97-foot Pedro statue.
• Mexico Shop West
• Fort Pedro Fireworks
• Pedro's Myrtle Beach Shop
• Pedro's Pura Vida
• Pedro's Ice Cream Fiesta
• The Peddler Steak House
• Pedro's Truck Stop (Porky's)
• Pedro's Pantry
• S.O.B. Convention Center/Top Hat Club
• Reptile Lagoon
• Sombrero Tower
• South of the Border Motor Inn
• Camp Pedro RV Park
• Polanco's Bar
• Blenheim Ginger Ale

Products and services

• South of the Border Tourist Complex A 300-acre Mexican-themed roadside attraction complex on Interstate 95 at the NC/SC border integrating attractions, accommodations, dining, shopping, fuel, and event facilities for highway travelers.
• Sombrero Tower & Arcade 200-foot tall observation tower with glass elevator offering 360-degree views of the surrounding area, combined with a video game arcade at its base; elevator ride is $4 per person.
• Reptile Lagoon The largest indoor reptile exhibit in the US, featuring 15 species of crocodilians and 50 species of snakes, operated by Pedro's cousin Zurdo; admission is $12 for adults 13+, $10 for ages 3-12, and free for ages 2 and under.
• South of the Border Motor Inn A recently renovated motel on I-95 offering various room types from economy to 2-room King suites, with pet-friendly and non-smoking options, indoor heated pool, sauna, and 24-hour security.
• Camp Pedro RV Park A 100-site full hook-up campground with 30 & 50 Amp service, showers, laundry, and barbecue grills, including back-in and pull-through sites up to 110 feet for Class A and Class C RVs. Discounted rates available for AARP, AAA, Good Sam, and Military members.
• The Peddler Steak House Fine dining restaurant serving charcoal-fired steaks, prime rib, chicken breasts, seafood, and salads, with banquet facilities accommodating up to 60 people; open for dinner only.
• Pedro's Ice Cream Fiesta Ice cream and frozen yogurt shop offering kid-friendly flavors plus health-conscious options, along with coffee, cappuccino, and espresso.
• Polanco's Bar Fully renovated bar lounge featuring premium tequilas, a wide selection of liquors, beer, wine, and appetizers, with complimentary WiFi and 3 large HDTVs.
• Fort Pedro Fireworks Large fireworks retail store selling artillery shells, rockets, mortars, Roman candles, sparklers, firecrackers, and novelty items from multiple fireworks distributors.
• Mexico Shop West Pedro's largest gift shop featuring souvenirs, toys, and the Hats Around The World boutique with world hats and memorabilia.
• Mexico Shop East Pedro's oldest store featuring unique gifts and souvenirs and housing the 97-foot Pedro statue.
• Pedro's Myrtle Beach Shop Beach gear and souvenir store featuring swimsuits, beach balls, Frisbees, beach bags, sunglasses, water guns, sand toys, apparel, and Myrtle Beach themed merchandise.
• Pedro's Pura Vida Active wear and lifestyle store featuring hats, t-shirts, sunglasses, leather goods, motocross accessories, jewelry, and souvenirs.
• S.O.B. Sunoco Gas Stations Two self-service Sunoco branded gas stations with 24-hour pay-at-the-pump availability (Sunoco West open 24/7 and Sunoco #2 on the East side).
• Pedro's Pantry (East & West) Convenience stores located by the Sunoco gas stations offering groceries, supplies, snacks, fresh brewed coffee, Blenheim Ginger Ale, and fireworks. Pantry West is open 24/7.
• Pedro's Truck Stop (Porky's) Diesel truck stop on I-95 offering DEF, trucker's supplies, showers, a trucker's lounge with 24/7 coffee, and a motocross gear store; open 24 hours with a large covered picnic area.
• S.O.B. Convention Center / Top Hat Club Banquet facilities accommodating groups from 7 to 700 people for meetings, trade shows, special occasions, and weddings, with catering services and the Top Hat Club venue.
• Blenheim Ginger Ale America's oldest independent soft drink (created in 1903), made in small batches with a century-old recipe; available in three flavors—Old #3 Hot, #5 Regular, and #9 Diet—via online ordering with home shipping.

Quantifiable outcome

• Ranked #8 in Travel & Leisure's Top Ten Kitschiest Roadside Attractions in America

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core, major and minor.

• Blenheim Ginger AlecoreOthersBlenheim Ginger Ale is owned by the Schafer family who also own South of the Border. The soft drink has been manufactured on the grounds of South of the Border since the factory was built there. Blenheim Ginger Ale is America's oldest independent soft drink, created in 1903, made in small batches with a century-old recipe.
• SunocomajorTechnology or IntegrationSouth of the Border has two exclusively Sunoco-branded gas stations (Sunoco West and Sunoco #2) operating on the property. Pay at the pump is available 24 hours a day. Both stations are self-service.
• TNT FireworksminorOthersFireworks distributor supplying merchandise to Fort Pedro Fireworks retail store
• Jake's FireworksminorOthersFireworks distributor supplying merchandise to Fort Pedro Fireworks retail store
• Atomic FireworksminorOthersFireworks distributor supplying merchandise to Fort Pedro Fireworks retail store
• Atlas ImportersminorOthersFireworks distributor supplying merchandise to Fort Pedro Fireworks retail store
• Herbie's Fireworks (South Carolina Distributors)minorOthersSouth Carolina-based fireworks distributor supplying merchandise to Fort Pedro Fireworks retail store

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kampgrounds of America (KOA): North America's largest system of franchised campgrounds including RV parks, cabins, and tent sites - directly comparable to Camp Pedro's RV park business model with full hook-ups and family amenities.
• Pilot Flying J: One of the largest US travel center networks with diesel, DEF, showers, dining, and convenience - directly competes with Pedro's Truck Stop for commercial driver traffic on I-95 and increasingly for family leisure travelers.
• Stuckey's: Historic chain of highway service plazas with pecans, candy, gas, and souvenirs - the original mid-century highway oasis peer whose decline and partial revival track the same roadside attraction category dynamics affecting South of the Border.
• Buc-ee's: Large-format highway travel centers known for massive footprints, branded mascots, exceptionally clean facilities, and extensive fuel/convenience/merch/dining offerings - direct competitive threat on I-95 and the highest-scale peer in this category.
• TA (TravelCenters of America): National network of full-service travel centers serving professional drivers and motorists with fuel, diesel, maintenance, and amenities - directly comparable to the truck stop component of South of the Border's offering.
• Wall Drug: Iconic highway roadside attraction complex in Wall, SD, on I-90. Closest analog to South of the Border in model: freeway-adjacent, multi-generational family business combining attractions, dining, retail, and lodging with massive billboard reach.
• Jellystone Park (Yogi Bear's): Franchised RV resort and campground chain with themed attractions, pools, and family activities - directly comparable to Camp Pedro's combination of RV camping with on-site recreational amenities.
• Love's Travel Stops & Country Stores: National travel center chain offering fuel, diesel, showers, RV service, and convenience - directly overlaps with Pedro's Truck Stop, gas stations, and RV park functions on interstate corridors.

Broad incumbents

• Cracker Barrel Old Country Store: National chain combining highway-adjacent family dining with retail gift shop - broader incumbent operating at scale across the roadside dining/retail category that South of the Border occupies.
• Cabela's / Bass Pro Shops: Large-format destination retail stores with themed experiences, aquariums, and dining - a broader incumbent that built its model on turning retail into a roadside destination attraction similar to the South of the Border concept.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/groups/thesouthoftheborder
• Instagraminstagram.com/sobpedro
• LinkedInlinkedin.com/company/the-schafer-company-inc

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about South of the Border