Hogan's Beach, a restaurant and bar at the foot of the Courtney Campbell Causeway in Tampa, is still open but the high-profile wrestler, Hulk Hogan's, name has been removed.
Signs flashing "Hogan's Beach" have been replaced with a plain, subdued sign that reads "Bay Harbor Hotel and Restaurant."
The change is taking people by surprise.
"I like the name. I think they should keep it. We love Hulk, c'mon now," said Ashley Feehan.
Managers declined to comment on camera.
They said they haven't been given any specifics about what's happening but an ownership change may be in the works.
Employees are being told that a "rebranding" and "renaming" is taking place.
Managers said Hogan had a licensing agreement with the restaurant but didn't own it.
Customers said dropping Hogan's name could hurt business.
"I think so, because when people see Hogan's right away they think it's Hulk Hogan and it's associated with him, and I think a lot of people come here for the vibes of it and it's going to be gone," said Liz Barbosa.
Hogan has recently come under fire after the release of a videotape where he was heard making a racial slur.
Managers said that didn't have anything to do with the decision to change the name but some customers still wonder.
"I know people still love him anyway and I know the videotape wasn't necessarily meant for everybody to see so it's an awkward situation," said Faith Whitfield.
Customers said they hope the restaurant, bar and volleyball area will stay open.
"I'll be honest, I was not here to see Hulk Hogan so I don't know if that will make a difference. Maybe to some people who thought he was going to be here they would want to be here but we were really just here to hang out, play volleyball and have a good time," said Kelly North.
Managers said more details about the future of the property could be released next week.