Hard Rock Park Off to Rough Start

The good news is that the waiting lines aren't long at the new Hard Rock Park in Myrtle Beach these days. The bad news is that it may be a sign that all is not well at the world’s first rock-and-roll theme park. "It is a really tough summer," said Steven Goodwin, CEO of the $400 million theme park. "We're seeing people cutting their vacations from seven days to five days to three days, spending less money."

The park doesn't release its attendance numbers, but experts say the slumping economy and cautious consumer spending habits are taking a toll on traffic at Hard Rock and other theme parks around the country this summer. Experts now say that Hard Rock Park's original expectations of 3 million visitors a year were too high. But in a glimmer of hope, the people who actually do go through the park’s front gates are spending money.

Theme parks in general aren't doing well this summer. Analysts awaiting the quarterly earnings for Six Flags and Cedar Fair Entertainment later this week aren't expecting to see encouraging numbers. Even at Disney theme parks, which are less prone to fluctuations from high fuel prices, the company said attendance would have been flat if Easter fell in April instead of March.

Critics say Hard Rock Park was too narrow in its marketing scope, primarily trying to use free media coverage to get the word out. Park officials are rethinking their marketing strategy and looking at other ways to market the attraction. "They need to figure out exactly how to market themselves, where to do that and to what groups of people," says Don Schunk, a research economist with Coastal Carolina University. "Once they get all of that stuff squared away, I think they can do very well in this area. By and large they've got a nice product out there."

Hard Rock Park, which opened April 15, features six “rock environs” celebrating rock’s culture, lifestyle, legends and irreverence. These rock environs are the All Access Entry Plaza, Rock & Roll Heaven, British Invasion, Lost in the 70's, Born in the USA and Cool Country. All of the park's roller coasters are all set to rock music, including the 150 foot tall Led Zeppelin - The Ride set to "Whole Lotta Love". (Myrtle Beach Online)