US casino operator Hard Rock International unveiled its plans to revive former Trump Taj Mahal casino, located in Atlantic City, and rebrand the property as its own casino and hotel complex. The Florida-based casino operator bought the property from its former owner, billionaire investor Carl Icahn, on March 1, 2017. Icahn closed the property down on October 10, 2016 after failing to resolve a dispute with its unionised workforce on the restoration of their pension benefits and health insurance.
Jim Allen, Chairman of Hard Rock International disclosed the renovation of the former Trump Taj Mahal casino is estimated at $375 million. Plans are to rename the property Hard Rock Hotel & Casino Atlantic City. Once the renovation is completed, the rebranded property would feature as many as 2,400 slot machines, 130 table games, and various amenities that are unrelated to gambling. These include new restaurants, a spa and fully redecorated hotel rooms.
Hard Rock International intends to completely redesign the property’s interior and move its existing Hard Rock Café Atlantic City venue to a new, central location which provides access to the beach and hosts as many as 400 seats. The Trump Taj Mahal refurbished facility will feature two different arenas that can seat up to 7,000 people in total.
The Trump Taj Mahal minarets will also be removed as the renovation is to be focused primarily on music and rock and roll memorabilia in particular, with museum-like displays to be featured on the property’s walls. The idea is to bring live weekday entertainment to the floors of the renovated facility so that the focus is on music as well as on gaming. This goal is completely achievable as the Hard Rock brand has hosted as many as 30,000 live events in 2016 alone and has established a strong relationship with a number of leading booking agencies.
The Hard Rock International Chairman expressed his confidence that the renovation of the former Trump Taj Mahal casino will not have a negative impact on the other casinos in Atlantic City. Allen believes the opening of the rejuvenated property would act as a catalyst for further development and growth in the Atlantic City area. Even more so, considering the fact the property’s reopening is expected to create as many as 3,000 permanent jobs and 1,000 construction jobs in the area. What is more, Hard Rock International has already hired 23 employees, following the transaction’s finalisation.
Allen went on to say Hard Rock is a brand that attracts over 100 million customers per year, which gives him the confidence the renovation of the Trump Taj Mahal would certainly further market growth in Atlantic City. Allen also stressed the marketing plans of Hard Rock International do not include taking customers away from the competition in Atlantic City.
The casino resorts in the area have been struggling for the past few years as gambling has expanded in neighbouring states like New York and Pennsylvania, which resulted in the withdrawal of players who formerly frequented the casinos in Atlantic City. Thus, it is hardly surprising Chris Christie, Governor of the State of New Jersey, considers the Hard Rock International investment “great news” for both the state and Atlantic City.
The opening of what it to become Hard Rock Hotel and Casino Atlantic City is expected to take place as early as the summer of 2018.
- Author
Daniel Williams
