In the early 2000s, Myrtle Beach, South Carolina, found itself at the center of a musical revolution with the ambitious plan to build Hard Rock Park, a theme park dedicated to celebrating the spirit of rock ‘n’ roll. However, despite grand aspirations and a promising start, the park’s journey was cut short. By the park’s fifth anniversary of its opening, all the rides would be gone, and the park would be left abandoned. Join us as we explore where it all went wrong for Hard Rock Park.
The planning phase of Hard Rock Park began in the early 2000s when owner of Renaissance Entertainment, Jon Binkowski, had a plan to save a theater he owned in the tourist heavy city of Myrtle Beach. The theater which sat adjacent to a large patch of empty land was struggling to bring in enough revenue, and Binkowski envisioned an amusement park that would set Myrtle Beach apart as a prime tourist destination and bring new life to his struggling theater.
Binkowski would eventually partner with businessman Steven Goodwin. After initial plans for the park to be themed to the seasons and again to movies did not work out, Binkowski and Goodwin decided on a park themed similarly to Hard Rock Café. It took a few years to secure investors and the money needed to build the park, but in 2006 a deal was made with the Hard Rock franchise to build a theme-park with the Hard Rock name. Coincidentally, this would occur only two days before the theater that started it all would enter foreclosure. Groundbreaking for Hard Rock Park occurred in July of 2006.
With a budget of over $300 million, the park was designed to feature various rock genres, with rides, attractions, and live performances paying homage to iconic bands and artists. The park’s design aimed to immerse visitors in a multisensory experience of rock ‘n’ roll culture.
Visitors could explore different zones such as “British Invasion,” “Lost in the ’70s,” and “Born in the USA,” each offering a unique musical journey. The attention to detail and dedication to the theme was impeccable, and Hard Rock Park had all the ingredients of a great theme park. The park opened officially in June of 2008. The park also featured 5 coasters and several other rides, as well as a “Bohemian Rhapsody” light, fireworks, and water show to end the night.
The park had rides and attractions manufactured by some of the biggest names in the amusement park industry. Sally Dark Rides manufactured the incredible “Knights in White Satin: The Trip” multisensory dark ride. Coaster manufacturer Vekoma would build two coasters including a mine train coaster called “Eagles Life in the Fast Lane” and the “Shake, Rattle, & Roller Coaster” kiddie coaster.
Premier Rides, who is responsible for many popular coasters and attractions also added two roller coasters. “Maximum RPM!” was a racing-racing themed steel coaster that featured a Ferris wheel lift hill. “Slippery When Wet” was the second Premier Rides coaster and was an interactive suspended coaster where riders would be sprayed by water cannons.
The icon of the park however, was the Bolliger & Mabillard steel coaster, “Led Zepplin: The Ride” which stood 150 feet tall and included six inversions. All of the coasters featured on-board audio as well. The coasters would eventually be sold to the Vietnam Sun World parks, but only three are operating today.
Despite positive reviews for its innovative concepts and attractions, attendance numbers fell far short of expectations, exacerbating the park’s financial woes as it faced bankruptcy before the end of its first season. The initial dream of a rock ‘n’ roll heaven began to unravel…
In September 2008, just five months after its grand opening, Hard Rock Park filed for bankruptcy and ended its season early. Most of the employees for the park were laid off. However, the park still intended to reopen. However, instead FPI MB Entertainment would acquire the park’s assets in early 2009 and the park would be reimagined into Freestyle Music Park.
Under its new name, the park underwent changes in management and attempted to rebrand itself with a focus on a broader spectrum of musical genres beyond rock. The new owners believed that certain elements of Hard Rock Park were not family friendly. Many rides were renamed, and the themed areas of the park were all replaced with new theming as well. The new owners also added a new children’s section to coincide with the intention of being more family oriented.
Despite efforts to revitalize the park, Freestyle Music Park faced the same challenges that plagued its predecessor. The park opened for the 2009 season in May. Financial instability due in part to several lawsuits, coupled with low attendance, forced the park to close its gates once again at the end of the 2009 season. By April 2010, the park would face bankruptcy and foreclosure. Although new investors were sought, the park would never open again. All-in-all, the park and its attractions operated for less than 12 months over its two seasons.
The park would sit standing but not operating for a few years before the rides within the park were sold. All the useable assets within the park were sold and removed by 2016. All that remains are a few buildings that once housed shops and restaurants throughout the park. Since then, the once vibrant and promising theme park has been left abandoned.
The tale of Hard Rock Park serves as a cautionary story about the fragility of theme park ventures, even those with unique and creative concepts. As Myrtle Beach continues to evolve as a tourist destination, the abandoned ruins of Hard Rock Park and Freestyle Music Park remain as silent witnesses to the fleeting nature of dreams in the world of entertainment.
