The wait is almost over.
This past week, Hard Rock International revealed that it will hold three simultaneous press conferences this Wednesday announcing when the Hard Rock Atlantic City casino will open. The announcement will include what events will take place to kick off the opening of the most talked about casino launch in Atlantic City in years.
According to an article from the Press of Atlantic City, the locations of these press conferences will be the Tanger Outlets in Atlantic City, and the Hard Rock properties in Philadelphia and New York City.
Anticipation keeps growing in Atlantic City
The announcement was at once exciting and anticlimactic. Those eager to see the casino open have now been given a date to learn the details of Hard Rock Atlantic City’s opening but not the details themselves.
Past Hard Rock openings could shed light on what might be expected at the Atlantic City gala.
When Hard Rock Las Vegas opened in 2009, there was no shortage of celebrity appearances: the late Chris Cornell, Vince Neil, Aubrey O’Day, Holly Madison, and Robin Leach all attended the festivities.
Now nearly a decade old, that guest list is more an indication of the star power that can be expected and not a name-for-name roster since some of the glitterati in attendance are no longer as popular as they once were.
Regardless of which celebrities attend, there is an overall sense that the opening of Hard Rock Atlantic City is enough to dazzle those who’ve been waiting for the genesis of what many consider the flagship property of the city’s rebirth.
Atlantic City was waiting for a savior
The Hard Rock casino in AC represents the resurrection of many things, not the least of which is Atlantic City’s relevance.
After the 2014 casino contraction closed five casinos off the city’s roster of properties, the jewel of the East Coast’s gambling empire dove into an ugly financial death spiral.
By 2016, the city’s deficit was projected to be $500 million and former Mayor Dick Guardian was struggling to find a way to balance the city’s budget. Eventually, former Gov. Chris Christie could bear the ineptitude no longer.
When Guardian couldn’t produce a feasible plan for economic recovery, Christie sent in a team of state employees and contractors to overhaul the city’s finances. The state takeover settled an outstanding tax debt owed to Borgata and helped to right the ship that was, in all its gaudy glory, taking on water.
Hard Rock Atlantic City buys Taj at a crucial time
Hard Rock’s role in that restorative narrative started 2017 when it announced the purchase of the Trump Taj Mahal for around $375 million.
The brand power of Hard Rock International was a welcomed addition to the Atlantic City casino industry.
In a certain sense, the purchase was hard to believe because the city was embroiled in a battle with Glenn Straub. The wealthy and cantankerous owner of the former Revel made big claims but seemed more concerned about denigrating the Casino Reinvestment Development Authority and state regulations than he was about helping the city’s economic recovery. That casino has since been sold and will open this summer as the Ocean Resort Casino.
However, Hard Rock Atlantic City proved to be a legitimate bastion of progress as the company finalized the sale. In many instances, Hard Rock Atlantic City welcomed the necessary procedures needed to renovate the Taj property and appease all the requests and regulations of the city and state. The community itself became an important part of Hard Rock Atlantic City’s plans.
So what does all of this mean? Hard Rock AC has every intention of being “THE destination in a destination town” and Wednesday’s big announcement is the icing on the cake. The wait really is almost over.
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