Hard Rock AC announces $20M investment

In New Jersey and Hard Rock Hotel & Casino Atlantic City has announced it will spend a minimum of $20 million in “capital improvements” as part of a reinvestment that is to include renovations to the Boardwalk property’s suites, the addition of slots and table games, a new dining outlet and a Starbucks, as well as a revitalization of beachfront amenities.

Commenting on the plan in a recent press release, President of Hard Rock Atlantic City, Joe Lupo said…

“The commitment of these capital dollars from our ownership proves their devotion to enhancing our guest experience, along with the revitalization of Atlantic City and our property which opened after a $500 million renovation less than three years ago.”

Lupo went on to explain, “Our growth over the past year during unprecedented circumstances speaks to guests’ trust in our property and enjoyment of their experiences, which we will continue to evolve and improve.”

Reinvestment details:

According to the presser, the lion’s share of the $20 million investment will be spent on the renovation of 66 Celebrity (North Tower) and 25 Roxy (South Tower) suites. Las Vegas-based professional design, architecture and planning firm, Klai Juba Wald Architecture + Interiors, will reportedly design the 91 suite renovations while all of the resort’s standard rooms have also received improvements, including new flat-screen television monitors and LED lighting. The operator expects the upgraded rooms and suites to “provide an attractive escape” for tourists visiting the iconic Boardwalk city.

In response to demand generated from more than two consecutive quarters of gaming revenue growth, the Asian and High Limit areas of the casino’s 167,000 sq ft gaming space will also see additions, while more table games and slot machines will be added to the main casino floor and cage areas.

Scheduled to open to the public later this month, the new expanded Starbucks provides Boardwalk access adjacent to the signature theme restaurant, Hard Rock Cafe, while “elevating customer amenities.” A new dining outlet that will open this summer will also be unveiled soon, adding to the oceanfront resort’s existing food and beverage options.

Beachfront amenities will also be upgraded to “reflect the hard work of the U.S. Army Corps of Engineers beach replenishment projects that took place this year,” and will see new restrooms and over 1,000 beach chairs added to the popular Hard Rock Beach Bar.

Finally, the lessening of COVID-19 of restrictions has seen the gradual return of headliner entertainment and as such market leading programming and sound enhancements are being made to Hard Rock Live at Etess Arena and Sound Waves. Meeting and convention space and the indoor pool at the 17-acre property will also receive upgrades.

Caesars $400m AC plan:

The move by the resort owned by Hard Rock International comes on the heels of the April 21st announcement from Caesars Entertainment Inc. (CZR) of its planned $400 million investment for its trio of Atlantic City casino properties. The “master plan” reportedly expands on testimony company executives gave to New Jersey gambling regulators in 2020 before being given the green light to operate Caesars, Harrah’s Resort, and Tropicana Atlantic City.

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