Partners Broadcast Group has flipped CHR “94.5 The Party” 1490 WVGB/94.5 W233AW Beaufort/Hilton Head, SC to Classic Hits as “The Coast“.

Partners acquired the station and translator earlier this year from Vivian Broadcasting for $300,000. The station’s Facebook page describes the new format as “Beach, Soul and Rock-n-Roll”. The move places the station in direct competition with Low Country Radio’s “104.9 The Surf” WLHH. And that’s where this deal gets interesting.

The three partners in Partners Broadcasting were also the three owners of WLHH until last week when Joel Garrett applied to acquire the 66 percent he did not own of 1490 and 94.5 from Joe Mule and C.J. Jones for $10.