NBC’s ‘Today’ giving world a glimpse of Hilton Head. 10 things to know about Friday’s show

Coastal South Carolina — from its cuisine to its wild critters to its home-grown celebrities — will be shared with the world Friday when the New York City-based “Today” show broadcasts from the beaches of Hilton Head Island.

Viewers will get a taste of what makes Lowcountry living so special, said Charlie Clark, vice president of communications of the Hilton Head Island-Bluffton Chamber of Commerce, which is assisting NBC — from the great cuisine to a dedication to environmental preservation, and more.

“It’s phenomenal coverage for the destination,” Clark said, “and gives the world a glimpse of so many of the great aspects of Hilton Head Island and those who call it home.”

Here’s 10 details about Friday morning’s showcase of Hilton Head:

How can I watch?

The “3rd Hour” of the program will be broadcast live from Hilton Head and will air at 9 a.m. ET on NBC affiliate WSAV Channel 3. You can’t watch in person because the audience already has been chosen and registration is closed.

Where will the broadcast take place?

At a Vrbo luxury two-story beachfront vacation house at Sea Pines Resort featuring a private pool, panoramic views of the ocean, multiple decks and outdoor seating. The exact location has not been provided. Sea Pines spans the southern third of the Palmetto State’s Hilton Head Island.

Will there be a live audience?

Yes. It took just a little over an hour for the available audience spots to fill up after an invitation was made public Tuesday morning, said Elizabeth Bader of NBCUniversal. NBC did not release the number of people who were chosen to be in the live audience. Trolleys will transport those who registered in time from Coligny into Sea Pines, a gated community.

What on-air personalities will be here?

Al Roker, the anchor and weatherman who’s been a mainstay with the “Today” show for more than 40 years, will be joined by fellow hosts Craig Melvin, who’s from Columbia, and Sheinelle Jones and Dylan Dreyer, who make up Today’s “3rd Hour” team.

Where’s the Today show based?

The show’s home base is Rockefeller Center in New York City, 843 miles north of Hilton Head, where tourists on the plaza wave signs hoping to get on TV.

Roker told WSAV Coastal Sunrise anchors Kim Gusby and Ben Katko on Wednesday that it was the 3rd Hour group’s first major trip since the start of the pandemic in early 2020.

“Oh, I’ve got to tell you,” Roker told WSAV, “we are so excited.”

Why Hilton Head?

To get families excited to travel this summer, “Today” and Vrbo, the show’s sponsor, decided to broadcast live from a popular beach destination, said Alison Kwong, a Vrbo spokesperson, and Hilton Head “made perfect sense” for a couple of reasons.

First, summer demand for Vrbo vacation homes on the island, Kwong said, has increased 40% compared with pre-pandemic times. Second, Hilton head is one of the favorite places of co-anchor Craig Melvin, a Columbia native, to visit with his family.

Viewers will see a tour of that oceanfront Vrbo rental, Roker told WSAV.

Expect to see sea turtles

During the program, viewers will be treated to the story of the Atlantic loggerhead sea turtle, which returns each year to Hilton Head to lay her eggs, in addition to the efforts of local people to preserve their beach habitat, such as Amber Kuehn, director of Sea Turtle Patrol Hilton Head.

“The most important part of being a part of this show,” Kuehn told the Island Packet and Beaufort Gazette, “is to benefit the turtles.”

Last Friday, at 5:30 a.m., in the rain, an NBC crew, including anchor and meteorologist Dreyer, joined Kuehn and turtle patrol members in scouring the beach looking for turtle tracks and nests. From May through October, these volunteers search for nesting and hatching activity. With their back flippers, the big turtles dig deep holes where they lay up to 120 eggs.

“They were as excited as we were,” Kuehn said of the reaction of NBC crew members when nest No. 5 was discovered.

During a lull in the rain, Dreyer interviewed Kuehn, who was able to share her familiar message about the endangered sea turtle’s survival and conservation. That includes the importance of filling holes, which turtles can fall into, and limiting bright lights, which can confuse hatchlings and draw them away from the ocean illuminated by the moonlight and stars.

“It’s about getting the message out to a larger audience,” said Kuehn, who called the NBC crew members “normal, down-to-earth people.”

Seafood and barbecue

Chef Orchid Paulmeier, owner of One Hot Mama’s American Grill, and Andrew Carmines of Hudson’s Seafood House on the Docks, also will be featured during the 3rd Hour.

An S.C.-born celebrity

Charleston native Lenard Larry McKelvey, known professionally as Charlamagne tha God, co-host of the nationally syndicated radio show The Breakfast Club, is another special guest.

Is this visit unusual?

Not really. Residents would be surprised, the Chamber of Commerce’s Clark said, at just how much national media coverage Hilton Head Island receives each year.

In the past, the chamber has assisted productions of the Food Network, HGTV, and “The Bachelorette.” The chamber works with the shows, Clark said, to capture the island’s iconic features and hidden gems.