MYRTLE BEACH, S.C. -Ashby Ward, who guided the tourism industry here for more than 30 years, was remembered as a humble leader and family man.

More than 500 colleagues, relatives, politicians and state leaders packed the First Presbyterian Church on Thursday to pay respects to Ward, who headed the Myrtle Beach Area Chamber of Commerce for 30 years.

He was found dead Monday in his Surfside Beach home.

Ward is credited with moving Myrtle Beach from a quaint beach town into a hub of vacationers, creating a $5 billion industry that contributes one third of the state's tourism revenue.

"Everyone here understands what this one man meant to Myrtle Beach and its growth and development," the Rev. Robert Wilkes said. "He truly loved this place. He was Myrtle Beach's voice."

Mourners focused less on what Ward accomplished than how he did it, with faith, grace and modesty.

"Not once do I ever remember reading or hearing him talk when he did not give credit, all the credit, to others," Wilkes said.

A flower arrangement beside the casket created the chamber's familiar sun-and-wave symbol, which Ward always had on his lapel.

Ward didn't let success go to his head, said Shep Guyton, a chamber board member.

"He was still just a simple man," Guyton said.

Ward led with a diplomatic hand that allowed him to stay in the job for three decades, said Chad Prosser, new director of the South Carolina Parks, Recreation and Tourism Department.

"He did so much for this community and, personally, he was a friend and mentor," Prosser said. "He was such a gentleman, and he did every thing with grace."

Ward's leadership helped get the Southeast Tourism Society started on the right track 20 years ago, said Bill Hardman, president and chief executive, who drove from Atlanta for the funeral.

"He gave so much to our organization," he said. "You knew he was there without him having to stand up and say anything."

Information from: The Sun News