Hard Rock Atlantic City’s $20M investment joins other city casinos’ upgrades

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tlantic City’s casinos are investing hundreds of millions of dollars in renovations despite COVID-19 restrictions and capacity limits.

Hard Rock Hotel & Casino Atlantic City announced Monday 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,” Joe Lupo, President of Hard Rock Atlantic City, said in a press release. “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.”

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 company said. The main casino floor and cage areas will also be expanded with added table games and slot machines.

The majority of the investment will go towards renovating 66 Celebrity and 25 Roxy suites. All standard hotel rooms have been improved with new flatscreen television monitors and LED lighting. The new Starbucks is scheduled to open late May and is located with Boardwalk access adjacent to the Hard Rock Cafe. Additionally, the resort will unveil a new dining outlet to be announced soon and opening this summer. The resort will also upgrade its beachfront amenities. Upgrades will be made to the Hard Rock Beach Bar including new restrooms and more than 1,000 beach chairs.

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.

Other investments in the city

The renovations announced by Hard Rock come in a span of a few weeks in which the Ocean Casino Resort announced it is spending $15 million on upgrades to the casino floor, as well as outdoor amenities like pools, cabanas and the beach, and Harrah’s unveiled three new restaurants, a new spa and a renovated lobby bar.

Harrah’s parent company, Caesars Entertainment, recently outlined specifics of the $400 million it pledged New Jersey gambling regulators it would make at its three Atlantic City casinos (Caesars, Harrah’s and Tropicana) during last year’s change-of-ownership hearings.

Bally’s Corp. is spending $90 million in the Atlantic City casino of the same name that it acquired from Caesars last year. Both those investments will span three years.

Also, Resorts is opening a new electronic tables games area later this month with 19 terminals, and will be making a “significant investment” in new slot machines this year, and opening a new restaurant.

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