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Vegas expansion on the horizon for Hard Rock

Thu, Oct 24, 9:03am by William Brown

Hard Rock International have flagged an interest with the famous Las Vegas Strip as a casino resort destination.

The South China Morning Post reports that with its US$1.5 billion casino expansion opening Thursday in Florida, Hard Rock International may looking towards other markets, with the Vegas Strip a potential new location once an existing Hard Rock property in the city closes next year.

Chief Executive Officer Jim Allen said in an interview Monday with Bloomberg Radio’s Carol Massar and Jason Kelly that “certainly on the Strip is one of the possibilities.”

While the company isn’t looking specifically, “we look at this as a great opportunity for our brand,” Allen said

Since being acquired by Florida’s Seminole Tribe in 2007, Hard Rock has grown significantly adding hotel locations in London and Cabos San Lucas, Mexico this year.

It’s expansion in Hollywood, Florida, north of Miami boasts a 638-room, guitar-shaped hotel tower and a private lagoon with bungalow cabanas that are reminiscent of the Bora Bora island in the South Pacific.

Allen said that the Hard Rock in Atlantic City, New Jersey, which opened last year in the location of the former Trump Taj Mahal, now has the second-highest-grossing casino of the city following MGM Resorts International’s Borgata.

The company is still pursuing an opportunity to open a casino resort in Japan, which has recently authorised casino gambling.

The current Hard Rock Las Vegas, which is located off the Strip, was not a property acquired by the Seminoles in their purchase. It was sold last year and is set to be turned into a Virgin-branded resort by billionaire Richard Branson.

In terms of options the Hard Rock may have in Las Vegas, Eldorado Resorts said it may sell a property on the strip following its deal to buy Caesars Entertainment closes next year.

Planet Hollywood a very interesting option

Allen looks at Caesars’ Planet Hollywood as a “very interesting” option and that Bally’s casino occupies “one of the more legendary corners on the Las Vegas Strip” and was another possibility.

However Allen wasn’t interested in the Cosmopolitan resort, which owner Blackstone Group is said to be shopping for US$4 billion.

Hard Rock has really invested in their casino operations and its future developments are expected to continue this expanded growth in this area.

The Hard Rock Ottawa, which with the Rideau Carleton Raceway Casino is seeing renovations currently underway for the development of a unique and dynamic destination that will add an exciting element to Ottawa’s entertainment scene.

The Hard Rock Hotel & Casino Sacramento at Fire Mountain brings world-class gaming and Hard Rock’s signature high-octane style to Northern California. The venue will have over 1,800 gaming positions and table games with plenty of ways to win big. The Sacramento casino will cater to both high-rollers and those who are just hoping to have some fun.

Will Provance, vice president of slot operations at Hard Rock Hotel and Casino Sacramento at Fire Mountain said “we plan on delivering a gaming product that is a continually evolving and elevated experience for all of our guests. Not only are we going to open with technology this market has never seen before, we will continue pushing the envelope long into the future.”

On Saturday, November 2, British icons Def Leppard will rock the stage at the Hard Rock Sacramento’s grand opening. This will take place at Hard Rock’s Toyota Amphitheatre. Joining Def Leppard will be singer-songwriter Don Felder, former lead guitarist of the Eagles, and heavy metal band Last in Line. A capacity crowd is expected to be in attendance for the event.


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