ATLANTIC CITY WELCOMES HARD ROCK HOTEL & CASINO!
By Alexis Johnson
NJ Advance Media for NJ.com
Atlantic City Welcomes Hard Rock Hotel & Casino!
Executives from the Hard Rock Hotel & Casino Atlantic City announced the former Taj Mahal property will reopen June 28, with promise to focus on entertainment over gaming.
The resort has already booked 300 entertainment acts with tickets sales for 60 shows starting on Friday. The lineup includes Blake Shelton, Florida Georgia Line, Toby Keith, Kid Rock, Bush, Rascal Flatts, Third Eye Blind, and Steely Dan.
“When we announced that we were going to step in the AC gaming market, we had a different view point,” Hard Rock Chairman Jim Allen said in a live broadcast from Times Square shown during an event at Hard Rock’s preview center in Atlantic City. “It’s not about gaming, it’s about entertainment.”
The executive said the former Taj Mahal building was completely re-done, with all rooms and restaurants gutted and redesigned. The casino will have more than 2,100 slot machines and 120 table games.
“We questioned if Atlantic City was the next step, and we 100 percent believe it’s the next step,” Allen said.
The Etess Arena concert venue has been renamed the Hard Rock Live at Etess Arena and its capacity has been expanded to hold 7,000 people.
With an emphasis on bringing entertainment to the Atlantic City arena, the resort will host musical acts throughout the week, and not just on weekends, Allen said.
Trump’s Taj Mahal officially sold in March 2017 to Hard Rock International. The company invested over $500 million in renovations.
The Hard Rock opening comes in the midst of several changes to come to Atlantic City, the most recent being the sale of Tropicana Entertainment casino, formerly owned by Carl Icahn.
The former Revel casino is also being transformed into Ocean Resort Casino with an opening date expected soon.