After more than six years of planning, Coastal Grand Myrtle Beach mall opened Wednesday to shoppers who bombarded its more than 1 million square feet of retail space, snapping up coupons and filling out every raffle ticket in sight.

Parking lot traffic counters estimated that 35,100 people visited the mall between 10 a.m. and 2:30 p.m.

Government and tourism officials on hand for the grand opening called the mega-mall a boon to the region's economy. Coastal Grand will employ more than 2,000 people.

"This is the essence of a great physical monument to the importance of tourism to the entire state," said Gov. Mark Sanford.

Chad Prosser, director of the S.C. Department of Parks, Recreation and Tourism and former Horry County Council chairman, said he was glad to see the mall open.

"Our emphasis is on building a tourism cluster, and this is a good anchor for that," Prosser said.

With the eventual expansion of the Carolina Bays Parkway into Brunswick County, N.C., retail development is heating up across the N.C. line, as well. Residents in Brunswick County are within reach of offerings in Myrtle Beach, as well as in Wilmington, N.C.

A Hecht's department store opened Wednesday in Wilmington's Mayfaire Town Center, a 394-acre development of retail, offices, hotels and housing. The center will have a grand opening May 6.

Coastal Grand and Mayfaire might attract some of the same patrons but aren't expected to be direct competitors.

Brunswick County shoppers who live between Wilmington and Myrtle Beach are likely to continue shopping in the city that is closest to them, said University of North Carolina at Wilmington economic forecaster William Hall Jr.

Hall said Wilmington and Myrtle Beach each have their markets carved out.

H.R. Brody, co-developer of the center, said Mayfaire will draw a different clientele than Coastal Grand because of its mixed-use concept, which includes grocery stores, a health club and a movie theater within walking distance of the center's condominiums.

Pat Dowling, spokesman for Burroughs & Chapin Co. Inc., said out-of-town shoppers already were at Coastal Grand. B&C developed the mall along with CBL & Associates Properties Inc.

"We're aware that they're here, and they're part of the marketing territory for Coastal Grand," Dowling said.

Patrice Duker, spokeswoman for the International Council of Shopping Centers, said both areas may see an overlap of consumers.

"Some consumers are going to go to one center for some things and to the other for other things," Duker said. "In some cases, people will just patronize their local mall. They're creatures of habit ... but if any facility does not give customers what they want, they're not going to go there."

The competitive nature of retail is already evident in the numerous expansions and renovations among existing retailers along the Grand Strand. Colonial Mall-Myrtle Beach just completed renovations that include new lighting, seating, flooring and ceilings, and it has plans to enlarge its 12-screen movie theater and add stadium seating. Bass Pro Shops is a new anchor opening at Colonial Mall this summer, and the mall also is welcoming Books-A-Million.

Inlet Square Mall in Murrells Inlet recently added a children's soft play area and expanded its theater's concessions area.

At Broadway at the Beach, 50,000 square feet of new retail space is planned, along with Jimmy Buffett's Margaritaville restaurant.

At Coastal Grand, there is room for two more anchor stores in the future.

Gibb said there is no specific timeline on filling those spots, but discussions with new retailers are ongoing.

Among retailers debuting in Myrtle Beach is Dick's Sporting Goods, one of the large-space retailers at Coastal Grand.

"We're a Northeastern-based company, and we're looking to have success in moving to Southern markets," said Dick's regional director, Kevin Hungate.

Retailers think the timing of Coastal Grand's opening, coinciding with upbeat economic forecasts and spring break at many schools, couldn't have been better.

"You want to showcase what you have when you have more people to show it off to," said Walter Grammer, vice president/district manager of Dillard's.

"We think we're going to exceed expectations."

Reeds Jewelers, which has relocated in Coastal Grand from Myrtle Square Mall, has leased one of the most expensive spots in the new mall, at Center Court.

"It's bigger than anything we anticipated," said Reeds manager Thomas Vaught. "We sold a Rolex watch right off."

At the mall's grand opening Wednesday were students who skipped school and workers who took the morning off. "They have stores I've never been in before. We're excited like little kids," said shopper Cynthia McQueen.

Staff writer Brock Vergakis contributed to this report.