Soft Economy Crumbles Hard Rock
--Myrtle Beach Park Declares Bankruptcy, Vows to Reopen in 2009
According to the Moody Blues song, "Nights in White Satin," the plaintive singer may never be "reaching the end," but the new Hard Rock Park, which features a signature dark ride based on the classic prog rock tune, apparently reached the end of its financial lifeline. As of yesterday, the company that operates the Myrtle Beach, South Carolina park filed for Chapter 11 bankruptcy. Unable to make it through its maiden season, Hard Rock Park closed its gates and announced that it plans to restructure and reopen in spring 2009.
On its official Web site, officials place the blame for the park's woes on the flailing economy and soaring gas prices. They also point to a general malaise in the tourism industry. While it certainly has not been a banner year for travel, most parks, including Disney, Six Flags, and Cedar Fair (owner of Cedar Point, Canada's Wonderland, and a bunch of other properties), have posted respectable attendance and revenue numbers. Hard Rock Park, however, never seemed to be able to get off the ground.
What if They Built a Park and Nobody Came?
According to a U.S. Bankruptcy Court affidavit submitted by Hard Rock Park CEO Steven Goodwin, the park generated $19.7 million in ticket sales since its April 2008 opening. At $50 per ticket (more on that later), the total sales translate to roughly 400,000 visitors, or an average of about 2500 visitors per day. That's a far cry from the head count at major--and most minor--parks. Apparently, it is a far cry from the number needed to sustain operations.Part of the problem may have been the park's $50 admission fee for all guests ages 3 and older. That's an unusually high charge for children, and may have been too high for adults as well. Later in the season, the park modified its one-price-for-all policy and lowered its fees, but it was probably too little, too late.
Other than its pricing (which, granted, is a huge factor), I don't understood why Hard Rock Park underperformed so miserably. I believe it is a compelling, fully realized park with a strong brand and an appealing theme. And it's in a highly trafficked vacation destination. The attractions (yes, the park could use more), shows, music, food—virtually everything is wonderful. And the staff is among the friendliest and helpful I’ve ever seen at a park. Hard Rock Park would have seemed destined for success; yet, the crowds never came.
Another explanation for its failure may be buried in the reorganization notice on the park's Web site. It states that frozen credit markets hampered the park's ability to secure the necessary financing it needed for its marketing program. That may be true, but I find it hard to believe that the original business plan for the park, which was crafted years before the current economic meltdown, didn't include enough capital to underwrite an aggressive marketing campaign.
What's next for Hard Rock Park? Here's hoping that it is, in fact, able to reorganize and reopen. It is a gem, and it deserves a second act.
What are your thoughts? Did you visit the park? Will you visit it in 2009? Weigh in by clicking on "Comments" below.
Photo: The Rock & Roll Heaven area of Hard Rock Park. Arthur Levine 2008. Licensed to About.com.
Comments
Living in the midwest, I have seen zero advertising for the park. If not for paying attention to online themepark blogs, I would not have known about the park. This park seems very promising and I do want to check it out, but there are not any direct flights or reasonable routes to get there (even though Orlando or Vegas are around $100 each way.)
I was very disappointed to read this news. I visited the park during it’s grand opening event and I loved it. I think it was a fantastic concept that had appeal for multi-generations. The fee was a bit high for the size of the park, but everything there was top-notch! I was looking forward to going back. I hope they will be able to re-open in 2009.
I visited the park on Aug 31, 2008. Although there weren’t many rides it had enough shows to fill in the gaps. I loved the Zeppelin coaster. I also thought the Malibu Beach show was great. The Country on Rocks show was awesome. I really hate to see the park close. Please reopen in 2009.
Thank you for your pertinent post regarding your take on Hard Rock Park’s unfortunate closure. I definitely agree that the high ticket prices and lack of advertising were factors in their failed inaugural season. As a resident of Los Angeles I would have had no idea the park even existed if I was not such a park-aholic like yourself and followed the park’s development via theme park enthusiast websites. I have pondered though if Hard Rock’s failure has more cultural reasoning behind it. One possible theory I have come up with is the popularity of classic rock. The park’s target guests are, obviously, families, but how familiar are Led Zeppelin and The Moody Blues to 9-year-old girls? It seems to me that in our current world of Miley Cyrus’s and Zak Efron’s that a park themed to classic rock would have a somewhat limited appeal. I would suggest Hard Rock consider adding a more contemporary spin to the park when it reopens. It seems to me that this park would have had more success in the early nineties when classic rock was making a comeback with the Wayne’s World generation. In a past post on my blog (http://brianrudloff.blogspot.com/2008/09/celebration-vacations-what-does-it-mean.html), I consider the cultural implications of the new phenomenon known as “celebration vacations.” This new trend could have also contributed to Hard Rock’s failure. Is Hard Rock Park the place for birthdays, anniversaries, and reunions? It seems more like an entertainment for the locals rather than a travel destination. From what I have read about the lack of rides and attractions at the park, it is not enough alone to bring people into South Carolina who were not already going there or are the most dedicated of theme park enthusiasts. Undoubtedly, you have heard of the announcement on the 18th of the new religious-themed park, Bible Park USA, being built in Lebanon, Tennessee. I am wondering about your reaction to this park. I found it ironic that less than a week after the news of the Bible park being built, Hard Rock Park announced its closure. The failure of the “heathenism” that is a sex, drugs, and rock-and-roll influenced theme park, can only be a good omen for a Christian values based one. This alone brings up tons of cultural implications. With the economy in the state that it is, it does not seem like a good time to build a theme park, but maybe something as dramatically different as Bible Park USA, built in the heart of America’s “Bible Belt,” can be a success. Do you think the Midwest is ready for this attraction? Orlando’s religious theme park, The Holy Land Experience, has had its controversies and financial problems since its opening in 2001, but it has never closed for an entire season. Faith-based tourism is not to be underestimated. Personally, I would only visit a Bible based theme park to witness the absurdity of it and am much more interested in going to Hard Rock Park. Considering my love of classic rock and the positive reviews from you as well as others, I truly hope that it reopens so I can do just that.
Brian-
Thanks for writing and for your thoughtful comments. I’d argue that The Beatles, Led Zeppelin, and other “classic’ artists have a timeless appeal–in much the same way that Mickey Mouse and Donald Duck resonate with people of all ages. However, you may have a point that the Hard Rock Park should have included more contemporary acts. While it’s certainly a critical part of its mix, the Hard Rock Cafe brand doesn’t exclusively focus on classic rock; perhaps the park should have followed suit.
-Arthur
Arthur,
Thanks for the response. You make a good point about the timeless appeal of the main Disney characters, I mean, they haven’t appeared in any mainstream films for years. Still, I would argue that Donald Duck is much more appealing than “Stairway to Heaven”, at least when it comes to those younger than teenagers. There is no doubt, time has proven, that the music of the 60’s has been the most consistently popular, and let’s hope it stays that way because I am so ready to ride Nights In White Satin: The Trip.
-Brian
Working as a designer for the company that created the Nights In White Satin dark ride may make me a little biased, but I thought that HRP had the right mix to be a success.
I definitely agree that the lack of marketing hurt them. I also think that they should have had more signage…around Myrtle Beach’s tourist areas, and also closer to the park to help direct you in to their hard to find location.
I agree with the person below that HRP needs to expand their appeal to the younger demographic…possibly adding some elements more popular to today’s youngsters, like Jonas Brothers and Hannah Montana.
I sincerely hope that they are able to re-open in 2009!
They didnt even give this place a chance. Advertising, travel reviews, word of mouth, etc. I was planning on going the next chance I got!
It is a new park and they needed to have something to bring in the customers. All of the other major theme parks all had discounts of some sort that were offered to guests and they have been around for some time. Perhaps something to get the crowds flowing would be of assistance. Perhaps a better pricing plan. We did not visit while at Myrtle Beach. There were too many things that we could get into for much cheaper for a family of six.
Dan said:
“I agree with the person below that HRP needs to expand their appeal to the younger demographic…possibly adding some elements more popular to today’s youngsters, like Jonas Brothers and Hannah Montana.”
I say:
Like Jonas Brothers and Hannah Montana, sure. But not Jonas Brothers and Hannah Montana, since they belong to Disney.
-Arthur
My son and I went to the park. We were there at 10:00 a.m. and had walked through the entire park and finished all of the adult rides by 12 noon. There were no shows available until later on in the day. We could have went to Carowinds for the same cost and spent the whole day on rides. A small bottle of water was $4.00. The prices were outragious for what they offered. We will never go back.
Sandy- Wow, you really made it through in record time. Weren’t there any bands playing throughout the park? Most of the ones I heard at the park were quite good. It’s a shame you didn’t stick around for the shows. The ice show, especially, was phenomenal.
-Arthur
The ticket price – especially for young kids plus the lack of marketing were huge factors.
Factor 3: (a) While I love both classic rock and theme/amusement parks, I know amusement parks are no longer a prime entertainment choice for people that most likely grew up on bands like Led Zep, the Eagles, or the Moody Blues and (b) I agree that the park not having themeing to appeal to their kids certainly hurt the park’s appeal even more.
Factor 4: I think the locale was a poor one. I have been to Myrtle Beach dozens of times since 1991, and while I love the city, I knew from the time of this project’s announcement that a clasic rock themepark was simply a poor match that city. Orlando would have been a better choice. However, Houston may have been even better location. The fourth largest market in the U.S. has not had a themepark since the previous management at Six Flags Parks made the very poor decision to close AstroWorld. While, I never lived in Houston, I visit the city 3-4 times a year, and I know this market would have fully embraced HRP if built in Houston (plus they have a large contingent of big-time classic rock fans). HRP in Houston would have been a WIN-WIN (maybe a huge one) for the city AND the HRP investors.
My family and I really enjoyed the park. Hopefully we will be able to go back next year.We got there around 1PM and honestly did not run out of things to do until the park closed. However I did not see much advertising for the park in the week we were at Myrtle.
A NASCAR themed attraction in Mrytle works. A Hard Rock theme, not so sure. I’ve visited annually for 10+ years and had no idea where it was. We go to Myrtle for the beach and nightlife activities (shopping, shows, entertainment), we can hit a $200 amusement park closer to home. My opinion: $200 was too steep for the Myrtle family tourist (if they even knew it existed), not to mention the locals. I thought the Pavillon, with its amusement park being righ on the beach, was too pricey for what it offered. Maybe a beachfront location would have been more successful. As a consumer, this failure does not surprise me.
I’m in the Upstate of South Carolina and there was NO ads for Hard Rock Park anywhere! You think they would market to this area, Charleston does all the time.
i also went too the hard rock park in early may and was not impressed with the park at all what a waste of money to build.
I live in guyton ga- a small town outside of savannah ga and I love myrtle beach- when my family and friends heard that hard rock was opening we had to go. I love that park and even though they do need more attractions, the atmosphere was the best I had ever seen- the park was put together wonderfully and the rock music around the park was great. I love that park and the Night in white satin ride was fantastic. I wish more people did know of this park because it is GREAT!! I wanted to go back again this year. Hopefully the park will be able to advertise more- I hope and pray the park stays open and expands- its a beautiful park with great rides. the rides have music on them and we all had so much fun.This park truely has the potential to be one of the best parks in the states. Come on everybody support the HARD ROCK PARK and lets KEEP ON ROCKING!!!!!!!!!!!!!!!!!!!!
I forgot to mention the stunt show was the best show I have ever seen at any park- it was fantastic. It really makes me mad that some people where not impressed……….. they dont have any taste. The park ROCKS!!!
May I suggest- Please advertise, advertise, advertise. I think that was the reason for poor attendance. the location was fine but few people know of the park- i found out by the internet only.
We went after the park declared bankruptcy, but didn’t know until about it today. Being from MI and used to Cedar Point I felt there weren’t near enough rides, the food was too expensive even for a theme park. There was almost no entertainment. We wouldn’t recommend the park, especially at the price.
I was there in May and thought that the park was great. I knew it was in trouble then because it was empty. It was even closed on Memorial Day! Many Hard Rock Cafes around the country didn’t know about the park! It would be better if it was located in CA or FL.
We live in Scotland, UK and on a recent visit to a HRC in the spanish island of Gran Canaria spotted the one line entry on our menu for the Hard Rock Park. Having a teenage Hard Rock addict in the family I thought it would be a good place for our vacations 2009. (I’ve always fancied going to Myrtle Beach anyway). Most disappointed to discover the trouble its had.
went to this park on it’s pre-opening week-end. My wife, 2 boys (13 & 15 yrs old) and myself really looked forward to Led Zep coaster. We got through the 20 minute line and to the boarding area of the ride when they shut it down! So we went to the dark ride( Procul Harum?), that too was closed as was the steel track runaway train coaster(Eagles ride, I think)! The only ride open was a merry go round and swing ride! We walked the entire park, twice to see if ANY ride was re-opened. Not one coaster or extreme ride open!
We went back to the ticket booth and asked for a refund since the park was obviously not ready to serve guests and were told : No refunds, but we could have a “rain check”! We are from Jersey! (the couple from Michigan were’nt very happy either)! After “camping out” by the front entrance, literally yelling at people who were buying tickets to STOP…the management FINALLY refunded about a dozen or so of us “folks” who were mounting an ugly protest!!
No surprise to me this park didn’t make it through inital season! We go to Myrtle Beach every year, and this would have been a cool addition to the area, but I wouldn’t set foot in this place again…if they PAID ME! Too small, small food area, POOR service, and…NO RIDES!!
Being a local business owner in MB prompted me to survey hundreds of my customers regarding their intentions to visit Hard Rock Park. Shockingly, out of all the people I surveyed, only a few (less than 20) told me they had plans to visit the park. When asked why they would not visit, most told me they came to MB for the beach and that they have a park close to their home. The few that did visit HRP said they were unimpressed.
Towards the end of the season most people told me they heard it “sucked” and would not visit based on hearsay. HRP has a tough road ahead. Repairing the bad reputation is going to be a big obstacle.
I was an opening and closing crew member of this park, it was one of the best jobs I have ever had. It’s sad to see people talk badly about the service in the park because they were already in a bad mood when they arrived or became that way after speaking to one person. Everyone messes up from time to time but if you felt mistreated at HRP I can’t imagine how you felt from the rest of the hospitality in Myrtle Beach. The idea was solid, it was attendance of the area that brought it down. Most of the people commenting here are not from the Myrtle Beach area, so they are not here to also see several other businesses closing their doors this year that have been a staple here for years. Such as Nascar Sports Grille…I guess when the economy is this bad it doesn’t matter if it’s Nascar or classic rock fans, no one has had a good year.
Dont give up on this. its the only thing “new” in Mrytle since forever. Super lame that you didnt give it a chance. I would invest in this prop if I could. Mrytle has a bad rap as a scummy cheap booze or cheap family place. Considering Disney is twice the drive for most and thrice the expence, it could happen for Mrytle if theyd get out of the old school stuff and make more new differnet attractions. I saw HR as being a big part of that. Lower the tix sales, do the customer service thing better and make it an experience, ppl will remember and keep coming back. Its actually too damn ez when you think about the material you have to work with. I honestly think that the owners do not have the knowledge or passion to know what their brand is worth and how to effectivly utilize the content rights to the media they paid for. Fans of Miley or Naked bros are not going to have the cash to buy your stuff.
I never even knew the theme park existed ubtil I just saw a Discovery Channel documentary on the technical challenges of the rides installed. It is ashame it was never marketed to East Coast residents such as myself. Myrtle Beach is an easy ride down I-95 and can be reached from the metro areas of New York and south where several million people reside. South Carolina tourism should pick up the ball and promote Myrtle Beach attractions along with HRP. I would conider a Spring Break trip with the family down there if it is open.
I visited the park last summer in july. I loved the park. But i did notice some things that needed to be changed. There wasnt enough places to sit to get out of the sun. It was very hot and hard on the elderly and handicapped such as I am. Not enough ways to cool off. Prices on everything to high to afford such as the food. But overall we had fun.
I heard that a company based out of Las Vegas, Wet Holdings Inc is acquiring the park and it is funded by Waterbury Financial Strategies Inc based out of CA.
The Loss of the Pavilion will continue to (I am glad to say) Hurt any amusment park that opens. When us old die hards pass on and the younger people take over it’ll probably go swimmingly… They destroyed our past.. we will continue to hurt their pockets!
Myrtle Beach has no one to blame but the BC company and the local officials. The Pavilion was a perfectly good park, and 95% of the beach goers loved it! Instead of blowing tons of money on hideous hotels, and condos, to say nothing of the Hard Rock money pit they should have listened to the loyal tourists. Myrtle Beach will never be the same. What a sad state of affairs!
My family of 4 visited Myrtle Beach last summer. We drove by the Hard Rock Park. I would have liked to visit, but the price was just too much! $200.00 for a theme park is ridiculous! They need to lower prices, offer discounts, and market the park better. The location of the park is not that great either. This whole bankruptcy deal does not surprise me!
we heard about the Hard Rock Park & visited while we were in Charleston. My family loved it. My kids got a kick out of the all the different rock group stuff. I would like to know if it will re-open. We are going back to Charleston this summer.
Ginger-
Thanks for writing. Yup, it’s reopening. Without the HRP name, however. Look for a big announcement shortly.
-Arthur
My family will be visiting MB again this year and we thought we would go to the Hard Rock Park. I was wondering why I was having trouble finding information. If the tickets are still $50 dollars there is no way we will be going. I just purchased advanced ticket for Hershey park for $28.50 and that park is huge. The advance ticket also offers a 3hr. preview the night before.
AM-
The park has new owners and a new name: Freestyle Music Park. It is set to open Memorial Day Weekend. Tickets will be $39.95 for adults, $29.95 for children, but the park will be offering a number of discounts. More info is here:
http://themeparks.about.com/od/findusthemeparks/p/FreestyleMPark.htm
-Arthur
My family of 5 visited this park in August of 2008. My childrens ages were 13, 11 and 3, and I was very surprised that I had to pay $50 for my three year old.The total cost for our family just to get in was over $250. The only impressive ride in the park was the Led Zepplin Roller Coaster, which me and my 2 older children rode atleast 6 times while my husband sat with the three year old, becaause he does’nt do roller coasters. There was not that much for our 3 year old and she was very miserable. It appeared that it was still under construction, or that it needed to be under more construction. We only stayed a couple of hours because there didn’t seem to be anything else interesting to stay for. Overall we were all not very happy about the experience we had after paying such a price just to enter the park. The only positive thing that we can state is that the Led Zepplin Roller Coaster was the most awsome roller coaster that we had ever been on. We would go back just for this one ride,if the price was decreased. Shoot…season passes to most parks are not much more than that. If the price was more reasonable, we would probably go back. Paying over $250 to get into a park that we only utilized for less that 2 hours is a lesson that we learned the hard Expensive way.
My husband and I also visited this park when it was first opened… I wouldn’t take young children there due to inappropriate themes inside the park, but the Led Zeppelin roller coaster was amazing. It was overpriced, especially since it is so small! We left after 2 hours. If you go there, be prepared to tan the whole day because shade is quite sparse! There was a splash attraction for the kids that looked like a ton of fun, and everyone there kept really cool.