The $400 million Hard Rock Park is America's newest theme park and the first major park built in the U.S. in a decade. Here the theme is not movies or fairy tales or water shows. It's that American invention, rock 'n' roll.

The Led Zeppelin classic "Whole Lotta Love" throbs from the 1,200-watt sound system as the slick silver and white roller coaster nears the top of its serpentine track. Lead singer Robert Plant shrieks, "Woman. You need. Loooooooove…" And as he does, riders scream as the car falls from a height of 155 feet, reaching speeds of 65 mph.

The Eagles' "Life in the Fast Lane" roller coaster spins through what appears to be an abandoned saw mill as the hit song plays. "Nights in White Satin, The Trip" winds through the dark amid psychedelic lights and images set to the 1960s Moody Blue's hit.

The park, located in Myrtle Beach, S.C., is the first foray by Hard Rock, best known for its cafes, into the amusement park business. The park is divided into areas such as British Invasion, which features the bus the Beatles used in the film "Magical Mystery Tour." Among the other areas are Cool Country, Born in the USA and even Rock and Roll Heaven, where the names of 350 musicians playing in that big concert hall in the sky are engraved bricks and stone as a memorial.

Hard Rock is the first major new park built in the nation in a decade, according to the International Association of Amusement Parks and Attractions, and hopes to attract 30,000 visitors a day and about 3 million a year.