Myrtle Beach Hotels Oceanfront were thrilled to hear that a well known national chain, like Hard Rock Cafe, had intentions of spending $450 million dollars to build a theme park in a central downtown location. Property managers, who rent Myrtle Beach Condos, ratcheted up annual expectations to homeowners for increased Summer returns. As of this writing in late August 2008, with just the Labor Day Summer weekend remaining, it is clear that the park has underperformed in its first Summer out of the box. 
The Park opened to great fan fare with South Carolina Governor Mark Sanford appearing and a sold out Rock and Roll concert that featured the Eagles. Afterwards, attendance, which was budgeted at over 20,000 guests daily, rarely averaged over 5,000 visitors on its best days.
In this age of branding, marketing, and finding a customer niche, I think it is wise to reflect on how exactly a one half billion dollar expenditure in a prime tourist destination somehow failed to find an audience. Below are five reasons I believe the Park has yet to realize its potential. I would welcome any feedback.
- Wrong Theme: Hard Rock Park, themed its concept on baby boomer era bands including Led Zeppelin and The Moody Blues. Baby Boomers no longer are the prime audience for thrill rides. Their children and grandchildren have no vested interest in bands from the late 60's or early 70's. The park would have been better off theming itself after Hannah Montana, Sponge Bob or the like. The kid appeal that came from the central theme of the park was very poor.
- Too small of a foot print: The park bought a depressed location on the waterway where an outlet once stood. For the dollars spent in this area, Hard Rock Park could have placed the park at the split between highway 501 and the new Highway 22 expressway. Greater acreage at a cheaper price per acre would have created more park and rides. This would have more than made up for the travel time down an expressway with no traffic signals. The park now is just too small when compared to Kings Dominion, Six Flags, or Carowinds.
- No property management or Hotel ownership: In my opinion, if you are going to spend $450 million in the local economy, buy an Oceanfront Hotel or get in the property management business. Hard Rock Park, at the onset, had no real partnerships or solid relationships with any area Myrtle Beach Oceanfront Hotels.
- No prior experience: Hard Rock is primarily a cafe, hotel, and casino operation. The firm had no prior experience in the theme park business. A wise move would have been to pair up in partnership with a theme park operator like Six Flags. The idea that 13.4 million visitors come annually to Myrtle Beach, SC caused the park to believe prior experience was unneccessary. Perhaps that was brash thinking on the park's behalf. Rides, that were promised at the opening of the park, were either completely shut down or operating on and off. Much of the park was still unoperable and unavailable for visitors well into June 2008.
- Some bad timing: While $4 gas can't be entirely blamed for the poor start of Hard Rock Theme Park, high gas prices did not help. Many tourists, who were strapped for vacation dollars this Summer, just did not find the park worth the $50 initial price tag per person in tight economic times. The park began discounting by mid Summer.
In summary, dollars invested will not create an audience if you have a poor themed message, a lack of customer focus, poor partnering, and minimal experience in your fundamental business model. Let's learn from the mistakes made by this giant as we navigate through our own Real Estate entities and Property management concerns.
What's your opinion? Do you think Hard Rock Park had a successful first Summer run?
Mark,
I think you have hit it in ON THE HEAD. Hard Rock Park bought billboards, radio, and TV in S.C. The park theme is built on Music Nostalgia.
Would it not have been better for today's younger (thrill seekers) under 35 if they had built?:
- Download Lane (Something thrill ride centered around downloading)
- Ipod Mania
- Rhapsody Row
- Utube video river
I know there are copyright issues and partnerships required here, but the theme did not meet the audience in my opinion, so no one even went.
They did exactly what you said. Customers went online and googled Hard RockPark Myrtle Beacch. Here are the reviews for you to see yourself. 53 reviews that run from yawn to needs improving.
Hard Rock Park should have hit social media, ipod users, and myspace and facebook much harder in my opinion. The rides should have been centered around concepts that are appealing to today's 17 year olds. I honestly feel they missed the mark. Read the customer reviews and give me your opinion.
Myrtle Beach South Carolina Marketing
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I don't think Led Zeppelin, The Moody Blues, The Eagles, etc. are bad brands, if anything it exposes people to different music eras. Hannah Montana is Disney & Sponge Bob is Paramount and those brands already have parks in different areas of the county.
The park is on 55 acres now, but has over 150 total to build on. When it is built on all the acres it is going to be the six of those parks listed.
There are plans for hotels in the future a place called Paradise City is planned.
Hard Rock is just licensed to the park, the people behind the park have alot of experience in theme parks - Universal Studios, Sea World, are two parks that the top managment come from.