A Myrtle Beach lifeguard company has agreed to a $1 million settlement in a wrongful death lawsuit brought by the family of Franklin Morris, a Jacksonville man who tragically drowned in 2020. Morris, 52, was swimming near 16th Avenue North when he was caught in dangerous rip currents and subsequently drowned. His wife, Phalda Morris, filed the lawsuit in 2023, accusing John’s Beach Service and two lifeguards of negligence.
At the time of the incident, John’s Beach Service was operating under a controversial “dual role lifeguarding” system, which had lifeguards simultaneously managing beach rentals and overseeing water safety. This system has since been banned by Myrtle Beach and Horry County officials after the 2022 tourist season. The lawsuit alleged that this dual role compromised public safety, prioritizing profit over the well-being of beachgoers. According to the complaint, no lifeguard warned Morris or his son about the rip current, despite a National Weather Service advisory warning of hazardous conditions.
The settlement, approved by Circuit Judge William Seals Jr. on September 20, will be paid by John’s Beach Service’s insurance provider, Core Specialty Group. The settlement also releases the lifeguard company from any further litigation regarding Morris’ death.
The lawsuit brought attention to the dangers of dual-role lifeguarding, a practice that the U.S. Lifesaving Association does not certify due to its inherent risks. The Morris family’s legal team argued that this system led to Franklin Morris’ death and that proper attention to water safety could have prevented the tragedy. The settlement serves as a step toward accountability for the family, though it underscores the larger concerns about beach safety practices.
City leaders are expected to extend franchise agreements with John’s and Lack’s Beach Service through 2031, with amendments ensuring that lifeguard and rental duties will remain separate to prevent similar incidents in the future.
