Archive for August, 2008

Is Hard Rock Park in the Red Zone? My guess is definitely.

After launching several months ago, rumour has it that Hard Rock Park, the music-themed entertainment spin-off of the Hard Rock Cafe geniuses, is not turning the numbers they could. Small crowds, opening day tickets that couldn’t even be sold for under value on e-bay, reduced ticket prices and the lack of traffic seen on the web cam (before it was taken down) tell me that they could be doing a lot better. On the occasions we’ve been there, the parking lot never got more than 1/3 full.

Unfortunately, many seasonal venues like this are probably using the economy as a major reason for this type of slump seen across the country – but is it really just the economy that causes this? And even if it is, is there no marketing initiative that can drag people off the couches and onto a coaster on a sunny Saturday afternoon? I think there is.

So here’s quick rundown on the Red Flags that tell me Hard Rock Park’ s marketing initiatives are in the Red Zone:

1. I live in North Carolina – just 80 miles away from the HRP, I am a member of the Hard Rock Cafe discount club and all the months leading up to the development of the park and after it’s launch – I never received a postcard or other print mailing telling me about HRP. (The problem with this should be obvious.)

2. I am a Hard Rock Cafe discount club card holder in the monthly emails have only seen the HRP mentioned 2 or 3 times (as afterthoughts) in the regular emails I receive.

3. I have been to Hard Rock Cafe in Myrtle Beach, SC – just minutes from HRP – many times since the groundbreaking of HRP and not once have I received a flyer, a coupon, a mention by my waiter, or any other indication that anything was going on. I happened to have known about it from a random search and actually asked a retail clerk in the Hard Rock Cafe store – and they couldn’t even answer a question such as – “Would Hard Rock Cafe discount card holders receive a discount to park tickets?”

4. Hard Rock Cafe discount card holders are, in fact, not entitled to a discount on HRP tickets. This is just plain silly.

5. All summer long there have been discounted ticket prices pushed for HRP (clearly to increase visitors) but this would not even be known to me if I hadn’t signed up for the HRP emails. No banner ads, no print ads – just a few local TV spots communicate this.

My list could be very long so I’ll spare you. The bottom line is, the park is fabulous. Expensive to get in for a day and not all that large, but if you love Rock music, the chance to hit a coaster with Zeppelin blaring in your ears – is an experience well worth plunking down your $50 bucks for. But I have to be honest, I’m scared for them. They clearly cannot keep up even the maintenance of the place without bringing in more revenue. The attendance at the park each time we were there doesn’t even cover the cost of the fireworks show at night (which is nothing less than tearjerking to Queen’s Bohemian Rhapsody) let alone the musicians, cover bands, performers, security, staff and upkeep – which is impeccable. And we are entering slow season for tourist attractions here in the Eastern Carolina’s so I’m not sure how they will survive the height of hurricane season and the slow months without seriously targeting locals. There are dozens of ideas that have popped into my own marketing mind and I’d love to know if they’ve considered them but most importantly, I love the place and I just want to be sure they keep their doors open.

So Hard Rock Park – how are you going to get out of the RED ZONE?