A group that wants to build a theme park at Fantasy Harbour says Hard Rock Cafe International Inc. will lend its name and flair to the project, but developers are still working to find the money to make it happen.

Park planner Jon Binkowski said Tuesday that his group, FHTP LLC, has a licensing agreement with Hard Rock to create the first Hard Rock Park, with rides, a 15,000-seat outdoor concert venue and indoor attractions in the Mall 3 building at Waccamaw Factory Shoppes.

The conceptual design, in its preliminary stages, is planned around an existing lake and includes such things as a steel loop roller coaster and an outdoor stadium, highlighted by lush landscaping, dramatic lighting and a giant reproduction of Hard Rock's trademark electric guitar.

But Hard Rock, which operates a Myrtle Beach restaurant at Broadway at the Beach, couldn't confirm or deny the partnership Tuesday, saying the company is in a "quiet period" before its parent, The Rank Group in London, releases quarterly earnings in early September.

"So I can't comment on that today," said Chris Tomasso, Hard Rock's marketing vice president.

The park planning continues today with a rezoning request before the Horry County Planning Commission. Developers are asking the county to approve customized zoning rules - a distinction known as a Planned Development District. If the commission approves the plans, they will move to County Council. The process of approving a PDD can take months, and the plan could go through many changes before it is approved.

County officials say they want to ensure the theme park is compatible with the area before they approve the plan. Traffic, stormwater drainage and noise are likely to be key issues.

County Planning Commissioner Elizabeth Mattos-Ward said she supports the plan but wants to hear more details about how it would impact the quality of life for nearby residents.

"I want to see exactly what they have to offer," she said. "No. 1, I want to see how this will fit in with all the roads."

Mattos-Ward said she is confident the details can be worked out.

"I think the area out there needs a boost," she said. "Maybe this is an answer."

The estimated $200 million venture could employ 3,000 full- and part-time workers and is planned to open by 2005 on 150 acres behind Waccamaw Factory Shoppes.

The park would include rock music memorabilia and have special audio systems to pump music throughout the development.

"You are going to rock while you roll," said Binkowski, former vice president of entertainment for Sea World and owner of Renaissance Entertainment, a production company based in Orlando, Fla.

"The way we approached it was, 'What does Myrtle Beach go for? What would people in Myrtle Beach love, that would be unique?'"

A Hard Rock Hotel might be an addition once the park is established, said Steven Goodwin, FHTP's chief executive.

The idea of Hard Rock - long known for its cafes - branching into the theme park business has created a buzz among locals and industry analysts.

"I said before that they'd have to come up with a pretty cool idea to make it work," said Tim O'Brien, senior editor at trade magazine Amusement Business. "This could be it.

"Hard Rock has always been somewhat of a theme park anyway. It seems like the next logical step for Hard Rock to take."

Hard Rock has faced slumping sales in recent years, especially in tourist areas, and had planned to reduce costs earlier this year, according to The Rank Group's filings with the Securities and Exchange Commission.

Even with Hard Rock's name, the park won't happen until the planners get the financing. Goodwin said they are working with Merrill Lynch and McColl Partners, led by Charlotte, N.C., banker Hugh McColl. Goodwin declined to name a third bank he said is involved in the project.

FHTP also is talking with the S.C. Parks, Recreation and Tourism Department about possible incentives, including performance-based job credits and the potential of re-creating the area as an admissions tax district that could help pay for future public infrastructure.

The department has talked with FHTP about marketing partnerships, but PRT Director Chad Prosser declined to give details. Prosser said he sees the park as a way to lure more visitors to South Carolina.

"The project has tremendous potential," Prosser said. "The demographics for the Hard Rock name and the demographics for Myrtle Beach fit like hand in glove."

Critics have said the beach is too seasonal to support a theme park, and the area doesn't have direct interstate access easily connecting it to potential visitors.

The developers said they hope to schedule concerts and other events in the shoulder seasons, in tandem with seasonal festivals such as Mardi Gras and Oktoberfest, to boost offseason attendance.

Developers also expect the park to be closed for a short period during the winter, at least during the first few years after it opens.

The possibility of having the first Hard Rock theme park shows the strength of the Myrtle Beach market, said officials with the Myrtle Beach Area Chamber of Commerce.

"It's another example of finding a group of corporate partners willing to look outside the box," said Shep Guyton, the chamber's chairman. "It's a tremendous opportunity."

County Councilman Marion Foxworth said he supports the project but has questions about its impact on U.S. 501 and nearby neighborhoods.

"We can't approve something that is good for the county that destroys their neighborhood with noise or traffic," he said.

Park planners said they met Friday with about 30 nearby property owners, a mix of residents and business owners.

Road improvements, existing infrastructure and the future Fantasy Harbour bridge connecting the site to U.S. 17 Bypass make the site perfect for a theme park, Goodwin said.

"I've stood on many theme park sites around the world before they've been constructed, and this is by far the most established and well-prepared," he said.

Staff writer David Klepper contributed to this report.

Contact DAWN BRYANT at dbryant@thesunnews.com or 626-0296.