Hard Rock to Reinvest $20M in Its Atlantic City Property

Hard Rock is going to reinvest some $20 million in its Atlantic City property. The company plans capital improvements such as a new dining outlet, a new Starbucks, suite renovations, and more slots and table games.

Hard Rock to Reinvest $20M in Capital Improvements

Hard Rock Hotel and Casino Atlantic City revealed Monday that it plans to reinvest a minimum of $20 million in capital improvements. The company plans to renovate suites, open a new Starbucks, add a new dining outlet, refresh beachfront amenities, as well as add more slots and table games.

The bigger part of the reinvestment will go for the renovation of 25 Roxy and 66 Celebrity suites. The design of all those units is going to be by Klai Juba Wald Architecture + Interiors. Furthermore, the company already renovated partially all standard hotel rooms by adding new TVs and LED lights. The resort is expected to unveil a new dining outlet, which is planned to open this summer. Furthermore, the new Starbucks is planned to open late this month.

The Operator Plans to Add More Gaming Units

Besides the hotel units, Hard Rock plans to add more gaming units in the Asian and High Limit areas. The company took that decision following a positive response in the last seven consecutive months, marking gaming revenue growth. Furthermore, Hard Rock also confirmed that it expands the main casino floor and cage areas, adding table games and slot machines.

Last but not least, Hard Rock announced that it will upgrade its oceanfront resort. According to the company, the beachfront amenities will be upgraded to “reflect the hard work of the U.S. Army Corps of Engineers beach replenishment projects that took place this year”. Additionally, Hard Rock will also upgrade its beach bar, adding more than 1,000 beach chairs and new restrooms.

Hard Rock Remains Committed to Ensuring the Best Guest Experience

In a statement, Joe Lupo, president of Hard Rock Atlantic City, said that the investment proves the company’s devotion to enhancing the guest experience. Furthermore, he acknowledged that less than three years ago, Hard Rock completed another $500 million renovation of its Atlantic City property. Additionally, he said that Hard Rock’s growth in the last year, despite the unprecedented circumstances, proves that guests trust the brand. In conclusion, Lupo assured that Hard Rock will continue to evolve and improve.

More Operators Are Reinvesting In Their Atlantic City Properties

Elsewhere in Atlantic City, Caesars Entertainment has announced recently that it plans to invest in its properties. The company plans to invest in its casinos some $400 million.

Bally’s Corp is another operator that plans to invest in its Atlantic City casino. Approximately $90 million will be invested in the casino over the next three years.

The Ocean Casino Resort in Atlantic City also said that it would be spending millions on upgrading its casino floor and outdoor areas. The company said recently that it plans to invest some $15 million.

Although all operators across the US and in Atlantic City have felt the economic impact of the pandemic, such investments undoubtedly mean that the gambling and hospitality industry is preparing for the high demand that is expected once the pandemic is over. So far, more than 147,5 million people in the US have received at least one COVID-19 vaccine dose. This translates to 44.4% of the population. On the other hand, fully vaccinated are 105,523,520 people, which is 31.8% of the population.