Hard Rock Hotel & Casino Atlantic City, the latest Hard Rock-branded resort, will open doors on June 28, executives announced during a Wednesday press conference livestreamed from the company’s Times Square café to Tanger Outlets The Walk in Atlantic City.
The property is located at the site of the former Trump Taj Mahal, a hotel and casino complex originally built in the early 1990s by then real estate developer and now US President Donald Trump.
Hard Rock International CEO Jim Allen said during the Wednesday press event that they aim to bring something completely new to the Atlantic City casino gaming and entertainment scene. The re-imagined Trump Taj Mahal will be “an entertainment facility, not just a casino”, Mr. Allen stressed.
In addition to the opening date, the Hard Rock executive also announced that their Atlantic City property is slated to present 300 nights of live music during its first year of operation. Tickets for the first 60 live concerts will be put on sale this Friday. Blake Shelton, Kid Rock, Third Eye Blind, and Florida Georgia Line will be among the popular performers to appear at the property.
Hard Rock has renamed the Etess Arena at the former Trump Taj Mahal as Hard Rock Live at Etess Arena and has expanded its capacity to now hold 7,000 concert-goers. Mr. Allen said on Wednesday that musical acts will be taking place at their resort on weekdays, and not only during the weekend.
Not about Gaming
Hard Rock Atlantic City’s gaming floor will feature 2,100 slot machines and 120 table games. However, as Mr. Allen pointed out, casino gambling will not be the sole flagship offering at the redesigned resorts. It will focus on entertainment as a whole.
The property will feature a collection of music and popular culture memorabilia, including outfits worn by Mariah Carey and Whitney Houston and an autographed Jon Bon Jovi guitar, among others.
A Howie Mandel Comedy Club and more than 20 restaurants and bars will also encompass Hard Rock Atlantic City’s offering. The resort will feature 2,000 hotel rooms for overnight guests.
Hard Rock bought the former Trump Taj Mahal last spring from New York real estate developer Carl Icahn for a reported price of $50 million. The Florida-based company controlled by the Seminole Tribe of Florida invested $500 million into redeveloping the property and transforming it into one that fits the Hard Rock brand.
Trump Taj Mahal was one of the five Atlantic City casino resorts to go out of business in the period between 2014 and 2016 as the once popular gambling hub was struggling to stay afloat, facing the aftermath of the Great Recession and growing competition from neighboring states.
With seven operational casinos at present, Atlantic City seems to be on the path to recovery. However, the upcoming reopening of two of its shuttered properties (Hard Rock Atlantic City and Ocean Resort Casino, formerly Revel) has sparked concern that the expansion of a market that has regained stability with just seven gaming facilities could bring up the same issues.
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