Hard Rock Atlantic City $50M Renovation Includes North Tower & New Dining Expansion
Hard Rock Hotel & Casino Atlantic City is doubling down on its position as a leader in the Atlantic City casino market with a newly announced $50 million capital improvement plan for 2026.
The investment reinforces the property’s status as one of the top-performing gaming and entertainment destinations on the East Coast. The plan includes sweeping upgrades across hotel rooms, dining, gaming infrastructure, and sustainability initiatives.
Announced by President George Goldhoff on February 9, 2026, the initiative continues Hard Rock’s aggressive reinvestment strategy.
Since reopening the former Trump Taj Mahal in 2018, the company has poured nearly $700 million into transforming and modernizing the Boardwalk property.
North Tower Transformation
The centerpiece of the 2026 investment is a full-scale renovation of the hotel’s North Tower, designed to elevate the guest experience and maintain premium room inventory in a tightening Atlantic City hospitality market.
The project includes:
- 700+ Standard Guest Rooms: Complete redesign with modern finishes and upgraded furnishings.
- 60+ Suites: Enhanced layouts, elevated materials, and luxury detailing.
- 8 Penthouses: High-end redesign tailored for VIP guests and premium casino players.
Public areas within the tower, including walkways and corridors, will also undergo a comprehensive refresh to ensure a seamless upscale experience from arrival to check-in.
The majority of renovations are expected to be completed by Q4 2026.
Culinary Expansion: Modern Indian and Philly Favorites
As part of its broader strategy to drive non-gaming revenue and enhance the “stay-and-play” model, Hard Rock is expanding its food and beverage portfolio with two major additions:
- Sitar: A modern Indian restaurant featuring elevated East-Indian cuisine and panoramic Boardwalk views.
- Federal Donuts & Chicken: The popular Philadelphia-based brand will open this spring, bringing its signature fried chicken and donuts to the resort.
These concepts join the property’s established fine-dining anchors — Council Oak Steaks & Seafood, Kuro, and Il Mulino — further diversifying Hard Rock’s culinary footprint.
Enhancing the Gaming and Guest Experience
Beyond hospitality upgrades, the $50 million plan targets operational enhancements across the resort:
- Casino Floor Refresh: Installation of high-durability premium carpeting throughout the main gaming floor and second-floor corridors.
- South Tower Exterior Restoration: Continued structural and aesthetic improvements.
- Sustainable Infrastructure: Addition of 16 electric vehicle charging stations at Rocktane Gas & Wash, supporting growing EV demand among guests.
“Our $50 million capital improvement plan for 2026 reflects Hard Rock Atlantic City’s unwavering commitment to reinvesting in our resort, our team members, and the Atlantic City community,” Goldhoff said in a statement.
Project Timeline
| Project | Estimated Completion |
| Federal Donuts & Chicken | Spring 2026 |
| Casino Floor Carpeting | Summer 2026 |
| North Tower Renovations | Q4 2026 |
| South Tower Restoration | Late 2026 |
Strategic Context: Competing at the Top
The announcement arrives amid intensifying competition in the Atlantic City gaming revenue race.
Ocean Casino Resort recently completed a $270 million multi-year overhaul, while Caesars Entertainment has committed $400 million across its Atlantic City portfolio.
By prioritizing high-margin room inventory, differentiated dining, and premium casino-floor upgrades, Hard Rock is executing both a defensive and an offensive strategy, protecting market share while positioning for long-term revenue growth.
With continued reinvestment totaling more than $700 million since 2018, Hard Rock Atlantic City remains firmly committed to maintaining its edge in one of the most competitive gaming markets in the United States.
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