Hard Rock Atlantic City announced on Monday plans to spend at least $20M in capital improvements, the bulk of which will be allocated to suite renovations.
In a press release Hard Rock Atlantic City president Joe Lupo said:
“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. 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.”
Hard Rock International acquired the former Trump Taj Mahal from Carl Icahn for just $50M in 2017. The Seminole Tribe of Florida owned casino company then spent over $500M to transform the India-themed Atlantic City casino into a Rock n’ Roll themed gaming resort destination.
Three years later, Hard Rock International will be spending another $20M into its Atlantic City casino property. Aside from the renovation of suites, the company announced plans for the opening of a Starbucks outlet in May, new dining options, and new outdoor beachfront amenities.
Majority to Be Spent on Suite Renovations
However, majority of Hard Rock’s latest investment to its Atlantic City casino will go to the renovation of 66 Celebrity and 25 Roxy suites. Additionally, all standard rooms will be upgraded with flat-screen televisions and LED lighting.
Additional gaming units will be created in the Asian and High Limit areas after a high demand which saw seven consecutive months of gaming revenue growth. The Atlantic City casino will also expand its main casino floor by bringing in additional slot machines and table games.
Other Investments in Atlantic City
Aside from Hard Rock, other Atlantic City casinos are also spending big bucks to upgrade their facilities. The Ocean City Casino recently announced a $15M renovation plan while Caesars Entertainment is looking to add three new restaurants, a new spa, and a renovated lobby bar as part of its $400M pledge to New Jersey gambling regulators. Bally’s is also spending $90M on the Atlantic City casino it acquired from Caesars last year.
2020 was a difficult year for the nine Atlantic City casinos as it was for the entire gambling industry. The pandemic caused operating profits to plunge to as much as 80%. Online gambling and mobile sports betting were able to help them hold the fort. But with the outlook for 2021 optimistic, Atlantic City casino owners are preparing for better economic conditions ahead by investing in their respective properties.