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US – Hard Rock looking to bring Las Vegas entertainment to the Boardwalk

By - 29 June 2018

Hard Rock Atlantic City opened to a fanfare of celebrities and casino executives smashing a stage full of guitars in its concert hall to usher in a new era at the former Taj Mahal.

Black Panther star Michael B. Jordan was among those helping to launch the new facility which is aiming to bring more Las Vega style entertainment to Atlantic City.

Jim Allen, Hard Rock International Chair and CEO, said: “We’re committed to this market not just because there’s a gaming opportunity. We believe in Atlantic City, we believe in the state of New Jersey, and we truly believe Atlantic City’s best days are in front of it. We would certainly agree that Atlantic City is still primarily a gaming total gross revenue market. Our goal is to continue to try to move that to where it’s 60 to 65 per cent gaming. And don’t worry we will be in the sports book business very soon.”

With $500minvested, on 2,000 rooms, 2,200 slot machines, 120 tables, seating capacity for entertainment over 8,000 people, Hard Rock has certainly put its money where its mouth is. The plan is for Hard Rock to bring star names such as rapper Pitbull and singer Carrie Underwood to Atlantic City to attract customers.

“We thought it was a great opportunity for the Hard Rock brand,” Mr. Allen added. “No matter how we look at it, the casino customer is about trip frequency. We’re all competing for trips. But if you offer a quality experience, Atlantic City has so many amenities that others just can’t compete with. We have a commitment to entertainment 365 days a year, world-class entertainment, with over 300 shows booked already.”

The Hard Rock opening has created 3,900 jobs for area residents.

Marcellus Osceola, Chairman of the Seminole Tribe of Florida, said: “We have run into employees here that have said, ‘Thank you very much for doing this. We’re more thankful for them because without them this doesn’t happen. We love all and we serve all, that’s what it says on our logo and we really mean that.”

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