Atlantic City is back.
The Jersey Shore town was filled with celebrities, political figures and excitement on Thursday as Hard Rock Atlantic City officially opened their doors in a smashing grand opening inside of the former Trump Taj Mahal.
Enthusiasm could be found throughout a packed arena for the brand-famous smashing of guitars by names such as actor Michael B. Jordan and E-Street Band drummer Max Weinberg, and also throughout the lobby, dining and gambling areas. Guests poured in from the streets and boardwalk, making for a fully-booked opening weekend extravaganza.
Sitting on 17-acres on the world-famous Atlantic City Boardwalk, the Hard Rock Hotel & Casino Atlantic City features 2,000 guestrooms and suites, over 20 food and dining options, 150,000-square feet of meeting space, 2,200 slot machines and 120 table games.
Jim Allen, chairman and CEO of Hard Rock International, had a variety of topics to cover in a press conference on opening day, ranging from what the $500-million renovations covered to who we can expect to see rock out in the 6,000-seat Etess Arena.
Above all, he and Atlantic City Mayor Frank Gilliam drove home the message that Hard Rock is here to stay and won't turn their back on the city like others have in the past, alluding to times of when four casinos closed, and unemployment figures around 20 percent were common.
The optimism for the city was oozing from the room.
"We received over 50,000 job applications, hired 3,900 employees as of today and are always looking for more. I feel this is an even bigger day for Atlantic City," said Allen. "We are not just here for a business opportunity. We believe in Atlantic City, we believe in the State of New Jersey, and we truly believe Atlantic City's best days are in front of it."
Unlike most of their competition on the boards and the bay, Hard Rock positions themselves as an entertainment company first, gaming company second; something that TravelPulse contributor Kelsey Ogletree covered earlier this week after speaking with Hard Rock executives about what they're bringing to Atlantic City.
Guests visiting the hotel are hit with entertainment the moment they walk in the front doors, which includes immediate live music in their lobby bar and a few of the 500 pieces of entertainment memorabilia, including Elvis Presley's Rolls Royce. This particular Hard Rock Hotel has more memorabilia than any other.
When asked about travel agents selling Atlantic City, CEO Jim Allen's main point was about the importance of their entertainment and convention distinction.
"We're not just committed to the slot product, but we're committing heavily to the entertainment, meeting and MICE segments of the market as well," Allen said. "This city has seen amazing success in their convention centers, and I believe furthering it is a very important thing for Atlantic City and those looking to visit."
A major selling point to add for Atlantic City overall would be the recent ruling that now allows sports betting in New Jersey. Hard Rock has yet to adopt it, but Allen stated, "it's coming soon".
The hotel is just one hour outside of Philadelphia, and two-and-a-half hours from New York City, Baltimore and Washington D.C.
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