You could try taking them to the Pavillion Nostalgia mini park at Broadway at the Beach. They have old fashioned carnival style rides and games in addition to the shopping and restaurants. It's a little corny, but cute. There's also Family Kingdom as an option if they like amusement parks. If they are young and energetic baby boomers, they may enjoy a visit to Hard Rock Park, it's a theme park largely centered around rock music from the sixties to present day. Admission is a little steep at fifty dollars per person though.
A personal favorite of mine is Alligator Adventure, but if they come form Florida, they may not be impressed with an alligator farm. Locals get a discount there. The surrounding Barefoot Landing has good shopping and restaurants.
Dixie Stampede is a fun outing and includes dinner. There are also theaters such as Carolina Opry and Alambama Theater. I can't remember off hand what the Palace theater's current show is. Most recently, it was a Cirque show (acrobatics).
Then there's Ripley's Aquarium (also at Broadway at the Beach) that is ALWAYS a hit with every age. Again, locals get a discount here.
Down on the far south end of the beach toward Pawley's Island there is a beautiful place to spend an afternoon called Brookgreen Gardens. In fact, I think it is the largest botanical statue garden on the east coast. This continues to be a visitor favorite as well as a favorite haunt of the locals year after year. Make sure to stop by the visitor's center when you get there and pick up a map and schedule of the day's featured events. Across the street from Brookgreen is Huntington State Park, a delightful largely natural strip of sandy white beach that includes Atalaya Castle. Atalaya is the former beach home of of the Hyatt/Huntington family that founded Brookgreen.
Waccatee Zoo is actually a private animal preserve rather than a zoo. It's always a favorite with the kids especially with huge peacocks just running around the property anywhere they please. If you want a more impressive zoo, consider Riverbanks in Columbia.
You could also go north to Southport, NC. It's a quaint little town and you could spend a whole day just walking around and visiting the unique little shops. If you go, do have dinner at The Pharmacy. The crabcakes are simply divine!
If you feel like taking a day trip, consider visiting Charleston if you haven't been before. They have something for everyone down there. For a fun family dinner in Charleston, try Bubba Gump's.
Columbia and Charleston are both about a three hour drive (give or take for traffic).
Even though you are a local now, stop by one of the many visitor's centers in the area for coupons off admission to shows as well as coupons for several of the area's dining establishments.
I'm sure I'm leaving some things out, but those are the general highlights of the area, and seem to be the best overall people pleasers. (We're in the hotel business.)
Hope that helps, good luck!