|
Tuning in to tourism |
|
|
|
Monday, 23 June 2008 |
|
Page 2 of 4
Here we are now, entertain us
With thrill rides, live music, stunt shows, pyrotechnics and overpriced, greasy fare, the park has all the trimmings of a classic amusement park. But what sets Hard Rock Park apart is the careful attention to detail. For example, while slurping water from a fountain, park guests learn that pop star George Michael paid more than $2 million for the piano on which John Lennon composed “Imagine.” Dozens more “Riff Notes,” small plaques bearing nuggets of rock ‘n’ roll trivia, are posted throughout the park. The park’s Statue of Liberty replica raises a Zippo lighter instead of her traditional torch. Zippo, by the way, is one of the park’s sponsors. Put your hand under thin streams of water flowing from a statue outside “Led Zeppelin: The Ride,” and the water makes sounds like harp strings playing the opening chords of the Zeppelin classic, “Stairway to Heaven.”
The park’s creators also spent a lot of money and a lot of time creating custom on-board audio for many of its rides, specifically “Led Zeppelin: The Ride,” “Nights in White Satin: The Trip” and “Eagles: Life in the Fast Lane.” Most roller coasters feature 12-volt amplifier systems in other theme parks, which is comparable to standard car stereo systems. The sound is fine when the coaster is still, but when the ride takes off, the sound is lost.
“Imagine listening to your car stereo, with no roof, going upside down and through loops,” Binkowski said.
Hard Rock installed 24-volt amplifier systems in each coaster car to deliver the “punch and fidelity” that would be expected from a rock ‘n’ roll theme park, Binkowski said.
These impeccable details may be one of the park’s secrets to keeping visitors coming back for more.
“I keep my eyes peeled; every time I come, I see things I haven’t seen before,” said Myrtle Beach resident Cate DeLauter, 28, who has been to the park six times so far using her $150 annual pass. “Every corner has something new.”
It is precisely this type of attendance that excites Binkowski. The park is equipped to accommodate 25,000 people at any given time, which during peak season might mean about 30,000 guests each day. However, Binkowski said he’d rather see lower attendance. Sound like a strange wish from a businessman? Not necessarily.
“I would much rather have fewer people spending more time and more money than having more people feeling crowded,” he said. “You want them to spend money on merchandise, incidentals, etc., so we want to create a full-day experience.”
Live music is another avenue to keep park-goers coming back. The park features the LIVE Amphitheater, which has standing room for 8,000-10,000. In addition, there are a handful of smaller venues scattered throughout the park, perfect for local and up-and-coming bands. Guests who purchase an annual pass get free admission to these concerts (with the exception of the Eagles and Moody Blues, who played at the park’s grand opening).
Binkowski plans to hold concerts and special events year round, particularly during holidays. He envisions raising revenues by amping up the park’s offerings during so-called the shoulder seasons. The park is equipped to support nighttime and special event lighting and sounds, as well as a parade route.
Much of the park’s detailed infrastructure is focused on its music — a given, of course, in the world’s first rock ‘n’ roll theme park. Music flows from one rock environ, as park officials refer to the park’s sections, to the next. Walking through the British Invasion, the sounds of the Eurythmics blast from speakers. Stroll closer to the brightly-colored carousel and the same song — “Sweet Dreams” — is playing instrumental calliope style.
“We wanted to create a seamless experience,” Binkowski said.
|
|
|
