Aside from an interest in opening casinos outside the city, very few things in Atlantic City could be considered “minuscule.”

The new Hard Rock Atlantic City seems to understand this concept quite well, as evidenced by the detailed rendering it’s made public of its grandiose vehicle turnaround and massive Hard Rock guitar.hard rock atlantic city

The drawings reveal a luxurious car turnaround. One lane encircles the median garden from which a 53-foot-tall Gibson Les Paul launches into the sky. Then, another lane runs through the porte-cochère that passes directly in front of the casino’s main doors.

Excitement builds amid glamorous entrance, beach bar

Hard Rock certainly hasn’t been shy about its complete renovation and expansion of the former Trump Taj Mahal. The property’s garish lettering and glitz are fast becoming a distant memory.

That’s not to say these new designs aren’t larger than life. Terminating at the end of Virginia Avenue, the entrance will no doubt be the centerpiece of the hotel and casino.

The Hard Rock AC swagger is making its way across The Boardwalk and onto the sand, too. Earlier this month, the Casino Reinvestment Development Authority approved Hard Rock’s plans to build a beach bar between Maryland Avenue and Steel Pier.

The Hard Rock expansion is poised to positively affect the Atlantic City’s economy. Early projections show the casino would employ 1,000 temporary construction workers and 3,000 permanent casino and hotel employees.

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Hard Rock AC president says the casino will be Northeast’s epicenter

Aside from its status as a marquee global brand, Hard Rock AC has proven more than happy to work with Atlantic City. The Hard Rock team is creating a property many view as the spearhead of a new era in the city’s gambling industry.

In the past two years, business and civic relations haven’t been so collaborative. Billionaire Taj owner Carl Icahn immersed himself in a prickly and ultimately suicidal battle with UNITE HERE Local 54 workers.

Then, Revel owner Glenn Straub decided he would make the CRDA’s job as difficult as possible. He sunk his chances of reopening his casino with a long string of cantankerous interactions, name-calling, and missed deadlines.

In an interview with Philly Voice earlier this month, Hard Rock AC President Matt Harkness’ enthusiasm and optimism about his property’s role in the AC economy was enough to pulverize any skeletons in the Taj closet.

The casino, he said, is going to be “completely transformed” and “spectacularly beautiful.”

Harkness went on to say Hard Rock will be not only the centerpiece of gambling in Atlantic City but also in the entire region.

J.R. Duren

About

A three-time winner of the Florida Press Club Excellence in Journalism contest, J.R. Duren works as a freelance writer with a focus on the NJ online gambling and online casino industry. He writes for a number of publications, including Bespoke Post, Our Amazing Norway, Barcelona Metropolitan, Snooth, and the Villages Daily Sun.