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Doing it right doesn ’ t just mean some new carpet . It means a complete renovation .
— Jim Allen , chairman , Hard Rock International , on planned upgrades of the former Taj Mahal in Atlantic City
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( above ) Penthouse suite at Viejas Casino & Resort ; ( at right ) Savoy suite at Hard Rock , Tampa ; Hard Rock Chairman Jim Allen ( center ) at the former Trump Taj Mahal
HARD COMMITMENT
It ’ s been quite a year for Hard Rock International . In March , the gaming giant purchased the former Taj Mahal in Atlantic City , with plans to reopen the property next year as a casino hotel . In April , Hard Rock unveiled a smashing new high-end Art Deco-inspired mezzanine-level casino in Tampa , Florida . The developments were welcome news in their respective markets .
Atlantic City , beset in recent years by the loss of five casinos , will be invigorated by the financial muscle of Hard Rock . Its acquisition and planned renovation of the Taj could reach the $ 400 million range and add some 3,000 temporary and permanent jobs . The move also signals , for Atlantic City optimists , the bottom of its recent slide .
“ We ’ re going to do this right ,” says Jim Allen , chairman of Hard Rock International and an Atlantic City area resident . “ Doing it right doesn ’ t just mean some new carpet . It means a complete renovation of all the guest rooms — not just bedspreads , but literally taking the bathrooms out and redoing them . It means all new furniture and a complete redesign of the casino floor .” He adds that “ some narrowness and obstructions ” in the original structural design will also be eliminated .
The company hopes to install 2,400 slots and 130 table games in Atlantic City . The property also will boast a redesigned interior and new first-class food and beverage concepts headlined by Council Oak Steak & Seafood , made famous at the Seminole Hard Rock properties in Florida . The Hard Rock Cafe Atlantic City will feature an upgraded 400-seat venue , including a new stage and central location within the property .
Hard Rock will offer live music , sporting events , conferences and shows at two separate arenas with capacity for more than 7,000 people ; a full-service Rock Spa ; and the Sound of Your Stay music amenity program offering complimentary in-room Fender guitar checkouts .
FIRST CLASS ALL THE WAY
For Atlantic City residents , the future looks exciting . For Florida residents , the future just arrived . The Tampa expansion , which opened in April , includes more than 26,000 square feet and offers 500 of the newest high-tech slot machines and 15 live-action table games including blackjack , Double Deck Blackjack , 3 Card Poker , Casino War , Ultimate Texas Hold ’ em and Crazy 4 Poker .
“ We ’ re enthusiastic about opening this new casino space , which is just one of the expansion projects scheduled for this property ,” says Joe Lupo , president of Seminole Hard Rock Tampa . “ We certainly want the Tampa Bay community to come out and experience this first-class facility .”
Wimberly Interiors , considered one of the world ’ s leading design consultants in the hospitality industry , created the Art Deco casino . The new space contains approximately 14,000 square feet of Italian marble . The lighting in the new venue includes chandeliers that are reminiscent of Jazz Age flapper dresses .
The new Orient Road Garage will have a walkway into the mezzanine-level casino where guests can take a self-guided “ rock walk ” tour showcasing more than 100 memorabilia pieces from artists such as Beyoncé , Carrie Underwood , Stevie Nicks and Bon Jovi .
GET SMART
Viejas Casino & Resort near San Diego , owned by the Viejas Band of Kumeyaay Indians , has been in a state of expansion since 2013 . The 25-year-old property added a second luxury tower two years ago including five luxury suites with high-end amenities ( multiple HDTVs , wet bar , exquisite handcrafted furnishings , oversize walk-in showers ,
26 l CASINO STYLE 2017