Lisa Michaels
Hard Rock Hotel & Casino is the most recent resort in Atlantic City resort to reveal that it will be embarking on a multi-million-dollar renovation plan as the city fights to return to normalcy against the backdrop of the Covid-19 pandemic.
An investment of at least $20 million is planned for capital improvements, that include suite renovations, additional gambling options, a new Starbucks, a dining outlet, and revamped existing beachfront amenities.
Hard Rock Atlantic City first opened in June 2018 in the location where the Trump Taj Mahal formerly stood. Its parent company, Hard Rock International, purchased the inactive property in the spring of 2017 and subsequently invested over $500 million to demolish the once-iconic structure to create a rock ’n’ roll-infused destination resort.
The biggest chunk of the investment will go towards the renovation of the 66 Celebrity and 25 Roxy suites. The suite renovations are being handled by Klai Juba Wald Architecture + Interiors and the resort has already kitted out all standard hotel rooms with new flat-screen TV monitors and LED lighting.
Hard Rock stated that it will be adding more gaming positions to its casino’s Asian and High Limit areas. The main gaming floor and cage areas will also be extended, with additional table games and slot machines, as part of the $20 million renovations.
A new Starbucks is also planned for the property late in May that will offer Boardwalk access and be situated next to the existing Hard Rock Cafe. A new dining outlet is also on the cards with the new facility expected to open this summer.
Further plans for Hard Rock include upgrades to its beachfront amenities to “reflect the hard work of the U.S. Army Corps of Engineers beach replenishment projects that took place this year.” The enhancements to the Hard Rock Beach Bar will include more restrooms and over 1,000 beach chairs.
The imminent return of headliner entertainment to Atlantic City has also prompted the hotel and casino complex to invest in programming and sound enhancements to Hard Rock Live at Etess Arena and Sound Waves. Improvements to the resort’s meeting and convention space and indoor pool are also in the pipeline.
Hard Rock’s investment in renovations is one of a few taking place in Atlantic City. In April, Ocean Casino Resort publicized its $15 million renovation project and Caesars Entertainment, Inc. unveiled the $400 million planned revamp and refurbishment of its three Atlantic City properties over three years.
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