‘A true friend’: Hilton Head honors the life of ‘visionary’ restaurant group co-founder
Hundreds gathered Thursday to honor the life of a man who will be remembered for his humor, famous catchphrases, and as the architect of a successful restaurant group on Hilton Head island.
Steve Carb, co-founder of the SERG Restaurant Group, died Saturday of cancer. His death brought an outpouring of support and remembrance from the local community and beyond, as friends and family recounted the legacy of the businessman behind over 15 Hilton Head and Bluffton dining establishments.
The wave of support continued into his funeral, held at noon Thursday at Hilton Head’s Congregation Beth Yam. Carb’s family, friends and coworkers filled the synagogue.
“This is the time for mourning. This is the time for remembering. This is the time for tears. This will be the time for probably a little laughter,” said Rabbi Brad Bloom, the president of Congregation Beth Yam.
The congregation was met with equal parts tears and laughter as speakers shared their favorite memories of the renowned restaurateur.
Jim Loniero, Carb’s business partner and lifelong friend, read his speech from a yellow legal pad — a subtle tribute to Carb, who was never seen without one of his own. Even at the beach, Carb would use one to jot down notes and to-do lists.
Loniero called Carb a “visionary,” emphasizing that the Town of Hilton Head wouldn’t be the same without him.
“Just as Charles Fraser had a vision for the landscape of Hilton Head Island, Steve had a vision for the restaurant and hospitality industry on Hilton Head,” he said.
If you knew Carb, you’ve absolutely heard his catchphrases, Loniero said. Each one was oriented toward his personal philosophy of hard work, smart design and due diligence: “Keep it simple, stupid,” or “It’s all about the thousand little details.”
But aside from his tremendous entrepreneurial success on Hilton Head and beyond, the community also remembers Carb as a powerful force for good.
Robert Rini, a real estate agent in Hilton Head, recalled the story of Carb lending him $400 so he could get his real estate license.
“Steve was the definition of a true friend,” Rini said. “He was there in good times and bad. And we were always in each other’s corner, because that’s what friends do.”
And with 19 dining concepts and over 1,300 employees across the SERG Restaurant Group, Carb has impacted thousands of lives throughout his career.
“I’m looking around right now, and I see so many people that he has impacted and helped,” Rini said.
Nick Unangst, a signature chef and culinary adviser for SERG Restaurant Group, attended the funeral in his chef’s uniform to honor Carb. When the two worked together to curate menus for each of SERG’s unique dining experiences, Unangst became very familiar with Carb’s unfaltering attention to detail. He described his former boss in four words: “stubborn,” “exacting” and “high standards.”
But Unangst wouldn’t have it any other way — and countless other employees would agree. It was Carb’s unending discipline that transformed SERG Restaurant Group into the dining empire it is today.
“Steve was a guy that loved what he did,” Loniero said. “His passion for business was his fuel for life.”
This story was originally published October 13, 2022 at 5:30 PM.
