Hard Rock Park to get new name

Posted by Heather Setzler bio|email

MYRTLE BEACH, SC (WECT) - The Hard Rock Park theme park on South Carolina's coast will have a new name when it reopens next month.

FPI MB Entertainment said Thursday it will come up with a new name for the year-old theme park within a week.

The company bought the $400-million park out of bankruptcy for $25-million, but the purchase didn't include the rights to the name. The name had been leased for $2.5-million a year from Hard Rock International by the park's previous owners.

The park opened last April but closed in September when the previous owner filed for bankruptcy.

The Sun News of Myrtle Beach reported that park executives said a new name fits their strategy of rebranding the park as more family friendly. Sales and marketing director John Stine says the new name will have a musical orientation.

(Copyright 2009 by The Associated Press. All Rights Reserved.)