Our family (wife and boys 8-10 and I) hit Millionaire Beach on our vacation. The parking was $10. We could have parked down the road, but opted not to lug our beach stuff that far so we paid the high parking fee. The beach is large and busy. The sand is really soft and has lifeguards. The facilities are really nice with showers and restrooms (the facilities close at 6). Yes its touristy, but not overwhelming. The view is nice and all in all I'd recommend it.