Hard Rock Hotel & Casino Atlantic City Announces $20 Million Capital Investment Commitment
Hard Rock Hotel & Casino Atlantic City announced today the resort will reinvest a minimum of $20 million in capital improvements including suite renovations, the opening of a new Starbucks, additional 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 majority of the investment will go towards renovating 66 Celebrity and 25 Roxy suites. The 91 total suite renovations are being designed by Klai Juba Wald Architecture + Interiors. Additionally, all standard hotel rooms have been improved with new flatscreen television monitors and LED lighting. The upgraded suites and rooms provide an attractive luxury escape for tourists visiting Atlantic City.
The new Starbucks is scheduled to open late May and is located with Boardwalk access adjacent to the Hard Rock Cafe, expanding and elevating customer amenities. Additionally, the resort will unveil a new dining outlet to be announced soon and opening this summer.
Additional gaming units will be created in the Asian and High Limit areas 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.
The oceanfront resort will also upgrade their beachfront amenities to reflect the hard work of the U.S. Army Corps of Engineers beach replenishment projects that took place this year. Upgrades will be made to the Hard Rock Beach Bar including new restrooms and more than 1,000 beach chairs.
With headliner entertainment returning, market leading programming and sound enhancements are being made to both Hard Rock Live at Etess Arena and Sound Waves. Other improvements will be made to the resort's meeting and convention space and the indoor pool.
About Hard Rock®
Hard Rock International (HRI) is one of the most globally recognized companies with venues in over 70 countries spanning 309 locations that include owned/licensed or managed Hotels, Casinos, Rock Shops®, Live Performance Venues, and Cafes. HRI also launched a joint venture named Hard Rock Digital in 2020, an online sportsbook, retail sportsbook, and internet gaming platform. Beginning with an Eric Clapton guitar, Hard Rock owns the world's largest and most valuable collection of authentic music memorabilia at more than 87,000 pieces, which are displayed at its locations around the globe. In 2023, Hard Rock Hotels was honored by J.D. Power's North America Hotel Guest Satisfaction Index Study as the number one Upper Upscale Hotels brand in Outstanding Guest Satisfaction for the fourth time over the last five years. Hard Rock was also honored by Forbes among the World's Best Employers, as well as Best Employers for Women, Diversity and New Grads, Best Brands for Social Impact, Customer Service All-Star and a Top Large Employer in the Travel & Leisure, Gaming, and Entertainment Industry. HRI became the first privately-owned gaming company designated a U.S. Best Managed Company by Deloitte Private and The Wall Street Journal in 2021, and has since been honored threefold. In the 2022 Global Gaming Awards, Hard Rock was named Land-Based Operator of the Year for the second time in four years. Hard Rock International currently holds investment grades from primary investment rating agencies: S&P Global Ratings (BBB) and Fitch Ratings (BBB). For more information on Hard Rock International, visit www.hardrock.com or shop.hardrock.com.