Hard Rock Atlantic City Announces $20 Million in Upgrades

Hard Rock Atlantic City Announces $20 Million in Upgrades
By Lou Monaco

Atlantic City renovation and expansion continued on Monday as Hard Rock Hotel & Casino announced it will reinvest a minimum of $20 million in capital improvements. The enhancements include suite renovations, the opening of a new Starbucks and dining outlet, additional slots and table games and improved beachfront amenities.

It’s the third New Jersey announcement about improvements for Atlantic City casinos in the last two weeks.

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The majority of the reinvestment will go to 91 total suite renovations (66 Celebrity and 25 Roxy suites) and are being designed by Klai Juba Wald Architecture + Interiors, according to a news release. All standard hotel rooms have been improved with new flatscreen television monitors and updated lighting.

The new Starbucks is scheduled to open toward the end of May and is located with Boardwalk access adjacent to the Hard Rock Cafe. Additionally, the resort will unveil a new dining outlet scheduled to open this summer.

“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,” Joe Lupo, president of Hard Rock Atlantic City, said in the release. “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.”

Additional gaming units will be created in the Asian and High Limit areas and the main casino floor and cage areas will also be expanded with added table games and slot machines, according to the release.

The resort will also upgrade the Hard Rock Beach Bar and add more than 1,000 beach chairs.

Sound enhancements are being made to both Hard Rock Live at Etess Arena and Sound Waves, and improvements will be made to the resort's meeting and convention space and indoor pool, the release said.

Caesars, Ocean Casino Announce Renovations

On April 19, Ocean Casino announced a reinvestment of $15 million into the resort, team members and surrounding North Beach community.

The next day, Caesars Entertainment announced a $400 million investment in its three Atlantic City casinos: Caesars, Harrah’s Resort and Tropicana Atlantic City.

The plans for the Caesars casinos in Atlantic City include remodeled room towers; enhancements to the casinos’ gaming floors; new dining concepts with acclaimed restaurant partners; and more additions within the next three years.

The first phase of the project is set for this summer.



Lou Monaco had been East Coast Scene columnist for Gaming Today in Las Vegas since June 2019, covering the East Coast sportsbook scene with emphasis on NJ and PA. He also currently is a part-time writer for the high school sports department for NJ Advanced Media (NJ.com) in Iselin, NJ. Lou has over 30 years sports experience with previous stints at ESPN SportsTicker, Daily Racing Form and Oddschecker.

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