The new owners of Hard Rock Park have announced that it will be renamed Freestyle Music Park when it reopens in late May.
The name change comes after negotiations with Hard Rock International over retaining the park's existing branding failed. It represents an attempt by FPI MB Entertainment to create a new international theme park chain - with Freestyle Park Moscow currently under construction in Russia.
The news means that the park must undergo a major make-over, with anything bearing Hard Rock branding - from rides to restaurants to merchandise - being updated or removed. However, the park's management are still aiming to get the park up and running for Memorial Day weekend (May 22-24).
Hard Rock Park famously went bust and closed its gates in September last year, just five months after opening. It was then picked up by FPI MB Entertainment for just $25 million, having cost a reported $400 million to build. The group has pledged to spend $15 million to get the park ready to re-open.
The park opened in April 2008, with ambitious plans to attract 3 million visitors a season. Visitor numbers fell well short of this target and it was subequently forced to file for Chapter 11 bankruptcy protection. For a full discussion of the park's extraordinary history, see this report on the rise and fall of Hard Rock Park from Myrtle Beach's The Sun News.
What do you think of the "Freestyle Music Park" name? Let us know in the comments section.