Arthur Levine: Do you see the intellectual property rights claim brought by the previous owners as a challenge to opening the park by Memorial Day Weekend?
Steve Baker: No, we don't see it as a problem. We're following the court's directions. Losing the Hard Rock name and re-branding the park, quite honestly, is more of an issue. It's something we'll be able to deal with. Our goal was to keep the Hard Rock brand. We knew it would be an uphill battle.
A. L.: Why do you think Hard Rock Park failed? What will you do differently?
S. B.: We feel marketing was a huge issue. The past management did not build relationships with the tourism infrastructure at Myrtle Beach. They didn't make any friends; they didn't market with the hotels; they didn't have anybody selling their tickets. They really goofed on Marketing 101 in the theme park business. We've been met with open arms and encouraged by the Myrtle Beach community. They've been telling us that the past group did not reach out to them, and that was their fatal flaw.
We realize what it takes, and their marketing program was astounding to us. I think they believed that the Hard Rock name was strong enough to speak for itself and it would sell tickets for them. It is recognized worldwide. But I don't care whose name is on the park. You have to let people know you're here and keep reminding them why they should visit.
Price was definitely a problem [Hard Rock Park had a $50 one-price-for-all-ages policy]. We are addressing that.
J. S.: The general admission will be $39.95 for adults and $29.95 for children, ages 3 to 9. We will have special offers targeting residents and will develop offers for visitors with area tourism partners.
S. B.: Some have said that Myrtle Beach is not the right place for the park. We don't agree at all. It's one of the few [major vacation destinations] in the country that didn't have something like this. We're also addressing the criticism about lack of rides and things to do by bringing in a new children's area as well as a new, distinctive family area. And I think the park focused too much on hard rockers. We're going to make it more family friendly and soften the image.
A. L.: What are you planning for an operating schedule?
S. B.: Right now, we're focusing on opening for the summer. We'll learn as we go. We're looking at opening for the fall. Our intention is to expand the season into the fall and the spring.
A. L.: Might you have a Halloween event?
S. B.: For this year, certainly not. We just don't have the time to plan it. We know how successful they are at other parks, however.
A. L.: What are your expansion plans inside and, perhaps outside the park? Might you consider, as the previous owners had been discussing, adding a hotel and a shopping-dining-entertainment complex? How about a water park?
S. B.: Inside the park, we're just focused on getting open for this season. We have no plans at the moment. We wouldn't eliminate anything, but we need to be pragmatic about what the market can handle. We plan to be here for the long term.
