May 3, 2021 Casino, Land-Based

Hard Rock Atlantic City to make $20m capital investment


Suites and standard rooms getting upgrades, new gaming units in the casino.

Hard Rock Hotel and Casino Atlantic City on Monday said the resort will reinvest a minimum of $20m in capital improvements.

Joe Lupo, president of Hard Rock Atlantic City, said the majority of the investment will be put into renovating 91 of its suites: 66 Celebrity suites and 25 Roxy suites. The suite renovations are being designed by Klai Juba Wald Architecture + Interiors.

In addition, all standard hotel rooms have been improved with new flatscreen television monitors and LED lighting.

Other upgrades will include a new Starbucks, which is scheduled to open in late May with Boardwalk access adjacent to the Hard Rock Café. The resort will unveil a new dining outlet soon and open it this summer.

Lupo said the casino has seen seven consecutive months of gaming revenue growth. In response, additional gaming units will be created in the Asian and High Limit areas, while the main casino floor and cage areas will see added table games and slot machines.

The oceanfront resort said it will upgrade its beachfront amenities “to reflect the hard work of the US 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 soon as pandemic restrictions are lifted, 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.

“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,” Lupo said in a statement. “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.”

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