Hard Rock Atlantic City Kicks Off Busy Summer As State Opens

Hard Rock Atlantic City Kicks Off Busy Summer As State Opens
By Lou Monaco

As most coronavirus restrictions have been lifted in the Garden State and with Atlantic City ready to burst at the seams entering this holiday weekend, one casino and resort is continuing what it has always done during the past year — provide its guests with a great experience, great amenities and doing it in a safe way.

“We have been open, conducting our operations and providing our guests with everything they have come to expect since Gov. (Phil) Murphy had reopened the casinos here with restrictions in place last July,” Joe Lupo, President of Hard Rock Atlantic City, said in a sit-down interview at its sportsbook. “Our ‘Safe/Sound’ protocols on our property have been fully enforced and we will continue to provide our players and guests with safety procedures moving forward.”

Starting today, guests can enjoy recently upgraded beachfront amenities that reflect the work of the U.S. Army Corps of Engineers’ beach replenishment projects. You can grab lunch and a cocktail at the oceanfront Hard Rock Beach Bar, hang out with friends at a brand-new cabana or relax in one of more than 1,000 beach chairs right on the beachfront.

A month from today, Hard Rock Atlantic City will celebrate its third anniversary on the Boardwalk with a weekend full of promotions from June 25 - 28 and a potpourri of events that guests and players can choose from featuring:

  • North Beach Atlantic City will kick off summer with a fireworks show on June 25 at 9:30 p.m. ET
  • Hard Rock Day (June 28 - 12-10 p.m. ET) - Atlantic City officially proclaimed June 28, the property’s anniversary as “Hard Rock Day,” and to celebrate, players will be eligible to earn up to 10x in free play from 12-4 p.m.; up to 20x from 4-7 p.m.; and up to 30x from 7-10 p.m.
  • $300,000 Free Play Sweepstakes (June 25-27) - Three players will be selected every 30 minutes from 2-8 p.m. ET to win $3,000 in free play
  • An 8-foot sand sculpture created by award-winning artist and Atlantic City native John Gowdy will be on display at the property

Musical Guests return

As music returns to its proper place of live performing, Hard Rock is already lining up musical guests to 7,000-seat Mark G Etess Arena. Dierks Bentley performs July 23 at 8 p.m. ET and another country star, Toby Keith, plays on Sunday, Sept. 5 at 7 p.m. ET.

Gladys Knight is set for Sept. 17 at 8 p.m. and the CAP Jazz Festival comes in the next day at 7:30 p.m., featuring David Sanborn.

Train comes in Oct 15, Pitbull Oct. 29 and John Fogerty Nov. 12. In 2022, 15-time Grammy Award-winner Alicia Keys will perform on Aug. 6, 2022, and Rod Stewart Aug. 29. Both performances are set for 8 p.m. ET

“I’m very excited by all the investment that is going on, not only on/in our property but throughout the city,” Lupo said. “We have to remember, we are doing this not only to support the summer months, but even further. We have to remain aggressive in the way we do things and what we offer to our players and guests.”

Hard Rock Atlantic City Sportsbook

Tucked away at the north end of the casino gaming floor is Hard Rock Sportsbook, a 3,800-square foot space with approximately 50 seats, six self-service betting kiosks, live teller windows, 60 TVs and a full-service bar that offers video poker slots.

With MLB action underway and the NBA and NHL playoffs in full swing, this is a great spot to make your bets and relax.

In December 2020, all Hard Rock sportsbook properties moved under the auspices of Hard Rock Digital, which looks to expand its focus on online and retail sportsbooks and internet gaming.

Be on the lookout for possibly a new look and feel on property and online over the next year or so.

“While Internet gaming revenue is up year over year, it is down slightly compared to March 2021. With brick and mortar revenue being up slightly over March 2021, this could be an early indication of a balance shift back to in-person gaming,” said Jane Bokunewicz, coordinator of the Lloyd D. Levenson Institute of Gaming, Hospitality and Tourism (LIGHT) based at nearby Stockton University in Galloway in a news release.

“While operators will no longer need to rely solely on internet gaming revenue, it is poised to remain a significant share of the casino gaming revenue mix. Strong total gaming revenue returns for April 2021 mark the second consecutive month when operators exceeded pre-pandemic levels.

“We expect this to become a lasting trend over the summer as improving pandemic conditions, pent up demand and the return of warmer weather should continue to drive recovery for Atlantic City’s casino operators.”

Rest assured, Hard Rock Atlantic City will be at the forefront.



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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