Hard Rock Hotel & Casino Atlantic City
By Joshua Burd
Renovations are coming to nearly 100 suites at the Hard Rock Hotel & Casino Atlantic City as part of a newly announced, $20 million investment at the boardwalk property.
In a news release Monday, the owners of the venue said the majority of the investment will go toward upgrading 91 rooms within its 66 Celebrity and 25 Roxy sections. The hotel and gaming hall is also set to welcome a new Starbucks, with additional plans calling for new slots and table games, a new dining outlet and a refresh of beachfront amenities.
“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,” said Joe Lupo, president of Hard Rock Atlantic City. “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.”
The property, which occupies the space once housing the Trump Taj Mahal, opened in 2018 under an ownership group that includes Hard Rock International and the families of Jack Morris and Joseph R. Jingoli Jr. The investment brought new attention and new activity to the seaside resort town, where stakeholders had long sought to steady the gaming industry and diversify the local economy, before both efforts were upended by the pandemic.
In a news release, Hard Rock said Klai Juba Wald Architecture + Interiors is designing the 91 suite renovations. Additionally, all standard hotel rooms have been improved with new flat-screen television monitors and LED lighting.
Starbucks is scheduled to open in late May and will be located adjacent to the Hard Rock Café, with boardwalk access, the news release said. Additionally, the resort will unveil a new dining outlet to be announced soon and opening this summer.
Meantime, the venue plans to add slots and table games as a positive response to the demand generated from seven consecutive months of gaming revenue growth. The main casino floor and cage areas will also be expanded with added table games and slot machines.
Outside, Hard Rock will upgrade its beachfront amenities to reflect the work of the U.S. Army Corps of Engineers’ beach replenishment projects that took place this year. Plans for the Hard Rock Beach Bar include new restrooms and more than 1,000 beach chairs.