On June 28th the Hard Rock Hotel and Casino in Atlantic City will open their doors to the public. This is the latest casino for the new Hard Rock branded casinos. The opening is expected to contain exceptional music entertainment filled with stars. Jim Allen is the CEO and Chairman for Hard Rock International. He made an announcement on Wednesday that the opening for the Atlantic City Hard Rock Hotel & Casino would occur on June 28th when the doors were opened for the public.
This announcement was made at the same time during events in Philadelphia, New York and Atlantic City. In March of 2017 the Hard Rock Casino acquired the Taj Mahal casino in a transaction with Carl Icahn. This was formerly known as the Trump Taj Mahal casino. The Hard Rock Casino immediately began a refurbishment valued at $500 million. This was done to incorporate the theme and music sensibilities of the company. Another intention was to get rid of all the tacky purples and minarets the White House’s current occupant and former owner is enthralled with.
Jim Allen of the Hard Rock casinos stated the grand opening of the property will be influenced by the remodeling. He said the tone for an entirely new era of Atlantic City entertainment will be set by the new hotel. He spoke of the viewpoint of the company regarding the Atlantic City market being different. He said it was not about the gambling aspect but providing entertainment to the city.
The venue of the Etess Arena property has been rechristened. The new name is Hard Rock Live at Etess Arena. The plans of the Hard Rock include 200 evenings of comedy and music events every single year. This will include Kid Rock, Third Eye Blind, Amy Schumer, Trace Adkins, Rascal Flatts, Blake Shelton and the icon Ted Nugent. Ted Nugent is a well-known conservative. The possibility of harsh word being exchanged regarding his best buddy Donald Trump is a definite possibility. He may not take Trump’s name being removed from the building with grace.
The main lure of the new property is being placed on the entertainment value. There will also be a gambling area featuring 120 gaming tables and 2,100 slot machines. Hard Rock Casinos has teamed up with the Gaming Innovation Group to add additional power to the online gaming operations for the casino. This is dependent on the approval of the online licensing application submitted to the New Jersey Division of Gaming Enforcement by Hard Rock Casinos.
The online gambling market in New Jersey is currently thriving. There are seven land-based casino operators in the city. These operators have become accustomed to receiving a much larger profitability. This occurred due to the loss of five competitive land-based casinos since 2014. There is a lot of fear that the venue of the Hard Rock casino as well as the new Ocean Resort Casino will cause these profits to become significantly diluted. This may occur due to the growth of the overall revenue of the market.