Hard Rock Atlantic City Sets June 28th Opening Date

On Wednesday, Executives from the Hard Rock Hotel & Casino Atlantic City said that the property will open its doors for business on June 28th, with the announcement made at a conference held at Hard Rock Cafe New York in Times Square. The company’s CEO also stated that the venue will specialize in being an entertainment facility, and not just a casino.

Former Trump Taj Mahal

Opened in 1990, The Trump Taj Mahal was a feature of Atlantic City’s casino market until bankruptcy forced it to shut shop in August, 2016. It wasn’t until the following March that the Seminole Tribe of Florida purchased the facility for $50 million from Carl Icahn, with the Hard Rock brand owner subsequently signalling its intention to place it under the Hard Rock International banner.

Hard Rock Rebranded

The company subsequently committed to investing more than $500 million towards renovating and refurbishing the property, and once reopened it will feature around 2,000 hotel bedrooms, 2,100 slot machines, and 120 table games, as well as numerous restaurants, bars, and a comedy club. Similar to other Hard Rock locations, the casino will also display classic music memorabilia, including outfits worn by Mariah Carey and Whitney Houston, and an electric guitar signed by rock legend Jon Bon Jovi.

Musical Acts

In keeping with its brand’s musical connection, the Hard Rock Atlantic City has said that it will host top class musicians and bands throughout the year, with some of the artists already booked including Steely Dan, Kid Rock, Chris Young, Ted Nugent, Frankie Valli, Toby Keith, Third Eye Blind, and Steve Byrne. The full list of acts can be viewed on Ticketmaster, many of which have pre-sales available.

“We think it’s a great start,” commented Jim Allen. “It demonstrates our commitment that we are about entertainment and not just about casino. But, certainly, we look forward to continuing to book more acts and even larger acts. There’s some amazing acts on that list, but, certainly, I think the best is yet to come.”

Thousands of Jobs

Between 2014 and 2016, Atlantic City’s saw five of its twelve casinos close, resulting in the loss of more than 11,000 jobs. This year, the opening of the Hard Rock Atlantic City and the Ocean Resorts (formerly Revel) is set to increase the number of the resort’s casinos to nine, while providing significant employment opportunities for the local economy. As Matt Doherty from the Casino Reinvestment Authority explains:

“You’re talking about over 5,000 full-time jobs. These are union jobs with pension, health insurance for pay. Then there’s probably another 2,000 seasonal jobs for the summer as well.”

Online Gambling Plans

Hard Rock has already signaled its intention to become a part of New Jersey’s regulated online gambling market, as well as a “global leader in the international online gaming space”. In February, the Gaming Innovation Group (GiG) subsequently agreed a five-year deal to be the brand’s online gambling provider, with the partners expressing their optimism at being able to offer an innovative product, and provide users with a unique player experience.

Elaborating further, GiG CEO Robin Reed said that “the online casino will be a stand-out product with the sizzle of the Hard Rock music, entertainment and lifestyle brand.”

Hard Rock International

Hard Rock International’s portfolio of properties includes 180 cafes, 24 hotels and 11 casinos across 75 countries, with some of its prime venues located capital cities such as London, New York, San Francisco, Sydney and Dubai. The globally recognized brand is also the world’s foremost collector of music memorabilia, with its items including clothes worn by Elvis Presley, Rolling Stones, Beatles, and Carlos Santana; a guitar owned by Eric Clapton; in addition to more contemporary items belonging to artists such as Lady Gaga and Rihanna.

Hard Rock employs around 30,000 people worldwide, books around 35,000 musical acts each year, and in 2018 is expected to generate more than $6 billion in global revenue.