replaced several long-time executives and created a new leadership team to rejuvenate the park because of the growing competition from other Florida theme parks. Instead of investing in technologically innovative and expensive rides, the park sought to attract guests through unique experiences with interactive wildlife elements. The park began advertising its location as a holiday destination within the Tampa Bay area as Disney had done in Orlando. To retain attendance from returning visitors, Anheuser-Busch began offering a "Fun Card" to Florida residents at their Busch Gardens Tampa and SeaWorld Orlando theme parks beginning in 2000. The pass would provide benefits and ability to visit the park to the end of the year and would replace most of its discount programs previously offered. Park officials revealed plans to construct Rhino Rally in May, a Land Rover safari attraction for the coming year. The revitalized land of the Serengeti Plain debuted to the public on June 22, including an add-on tour in a truck through the animal habitat. Busch Gardens premiered a Halloween event from the previous year, Howl-O-Scream, in October adopting the event from its sister park in Williamsburg after its success and in hopes of challenging Universal's own Halloween event. After its success, the Fun Card was reintroduced in 2001 for Florida residents. Rhino Rally opened to the public on May 23. After the events on September 11 attacks, Anheuser-Busch temporarily closed its parks, but reopened the following day. In the wake of the attacks, Busch Gardens temporarily offered coupons for hotels and gas to attract consumers close-by. Starting in June 2002, the park was the first Florida to offer a second day free entrance when it rained during a guests stay. In August, the park indicated it would replace its Dolphin Theater with a 4D film theater. Several projects were proposed to open during the 2003 season, including a white rhino habitat, an add-on zoo keeper experience, a revitalized Timbuktu area with the Das Festhaus restaurant being rethemed, and the premiere of the 4D film, Haunted Lighthouse. A new logo would also be introduce to phase out an old one used for 20 years prior. General manager Carson was replaced by Dan Brown in mid-May. The 4D film debuted in the newly constructed 750-seat theater in May, with the Timbuktu revamp and the Kasbah restaurant scheduled to open soon after. The area for the three white rhinos from South