For nearly 75 years, South of the Border has stood as one of America’s strangest, most beloved, and most polarizing roadside landmarks. Sitting directly on the North Carolina–South Carolina state line, the complex is impossible to miss: neon signs, towering billboards, bright pastels, souvenir shops, a reptile lagoon, and the unmistakable sombrero observation tower rising above the trees.
But a quiet shift is underway.
According to reporting from WUNC, a 30-acre portion of the attraction has been put up for sale — a sign that this iconic stop along Interstate 95 may be entering a new chapter.
The price tag: $2.85 million.
The implications: potentially transformative.
A Roadside Legend With a Complicated Legacy
South of the Border began in the 1950s as a small beer stand, launched by entrepreneur Alan Schafer. Over the decades, it grew into a sprawling roadside universe that included a motel, campground, multiple restaurants, themed shops, a reptile lagoon, mini-golf courses, and a casino.
And then there were the billboards — hundreds of them — stretching for miles in each direction.
The attraction became a cultural touchstone for generations of East Coast families making the long drive to Florida. It was part amusement, part Americana, and part controversy. Its mascot “Pedro,” a caricature of a Mexican man used prominently in signage and advertising, has drawn criticism for years, with debates over whether the branding still has a place in modern roadside culture.
Still, for millions, a road trip down I-95 was never complete without at least one stop at South of the Border.
What’s Included in the Sale
The 30 acres being offered represent the dormant edges of the complex. According to WUNC, the listing includes:
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The closed Pedroland amusement park
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The now-shuttered SOB Convention Center
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A former motel building
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A mini-golf course
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Several parcels of vacant land
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The former South of the Border casino
One important detail: the historic carousel on the property is not included and will not be sold.
This portion of the attraction has not been active in years. What remains are fading facades, empty pathways, dormant rides, and buildings that quietly reflect the rise and fall of mid-century roadside tourism.
There is also one unusual restriction for buyers:
The new owner cannot sell fireworks.
South of the Border still operates its own fireworks business and is keeping full control of that revenue stream.
A Unique Development Opportunity on One of America’s Busiest Highways
Real estate agent Ken Jackson, who represents the listing, told WUNC that interest from developers has already been strong. I-95 is one of the most heavily traveled corridors in the United States, and the location remains a magnet for drivers heading south toward Florida or north toward the Mid-Atlantic.
Just a few exits down the road, a massive new Buc-ee’s in Florence, South Carolina, has added new competition for travelers’ attention. But Jackson believes there is more than enough traffic for multiple destinations to thrive.
He suggests the best future use of the land would likely be:
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A modern hotel
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An RV dealership or service center
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A travel-oriented mixed-use development
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A logistics or distribution hub
What is unlikely to return is the amusement park. Jackson notes that smaller attractions of its size have struggled in today’s market, and rebuilding Pedroland does not appear to be part of the site’s future.
What’s Staying at South of the Border
The sale does not signal the end of South of the Border. Its most recognizable features will continue to operate, including:
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The sombrero-shaped observation tower
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The reptile lagoon
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The main motel and campground
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The shops and restaurants
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The ground-floor arcade
These are the core elements that most travelers remember, and collectively they still draw substantial traffic from I-95.
For many, South of the Border is less about modern amenities and more about nostalgia. The neon signs, the retro architecture, the improbable themes — all of it makes the attraction feel frozen in time.
A Crossroads for American Roadside Culture
The sale of these 30 acres marks a turning point. Roadside culture is changing, shaped by new travel habits, new expectations, and massive competitors like Buc-ee’s that emphasize convenience, scale, and efficiency.
South of the Border was built for a different era — one defined by slower travel, longer family road trips, and the novelty of roadside entertainment. Selling off this portion of the property may be the chance the owners need to re-focus, modernize, and ultimately preserve what still makes the destination unique.
If the right developer takes the reins, the site could become an important travel hub once again. If not, this sale might mark the slow fade of one of America’s most peculiar landmarks.
Either way, the story of South of the Border is far from over.
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