Look for the iconic Hard Rock Las Vegas to undergo some major changes in the coming year. The hotel, a Las Vegas icon since 1995, will soon become the first Las Vegas property for Virgin Hotels, owned by Sir Richard Branson.
Branson, who revealed on Friday that he had purchased the Hard Rock in partnership with a group led by Juniper Capital Partners and Fengate Real Asset Investments as well as other private investors, also announced he is planning a "reconceptualized and revitalized" property, which should be open by late fall of 2019.
"Las Vegas has long held a special place in my heart," said Branson at a press event announcing the hotel purchase. "Virgin Atlantic and Virgin America have enjoyed flying to Las Vegas for years and I've always known that Virgin Hotels could thrive there as well. I'm really looking forward to painting the town Virgin red."
Located at 4455 Paradise Road, the property will remain open during the renovation, and will continue to carry the Hard Rock flag until next year. The group is planning to invest hundreds of millions to upgrade the hotel's guest rooms, restaurants and public spaces.
After the facelift, the hotel's 1,504 rooms will be designated as Chambers, Grand Chamber Suites and Penthouse Suites. The property will also see a full renovation of its 60,000 square foot casino and will also welcome the brand's flagship Commons Club.
"Las Vegas is a dynamic city-the people, the excitement, the entertainment," said Raul Leal, Virgin Hotels CEO. "To me, it's always been the perfect city for our next Virgin Hotel. We are dedicated to delivering the best in design, entertainment, heartfelt service and culinary excellence and we can't wait to welcome visitors to what is sure to be an awe-inspiring Las Vegas experience."
Branson has also announced that he plans to save the Hard Rock's collection of music memorabilia, although the guitar in front of the hotel "may not survive." Instead, said Branson, a giant "V" may front the property.
In the United States, Virgin Hotels currently operates just one hotel, in Chicago, which debuted in 2015. But it has also announced plans to open a new hotel in Washington D.C. next year. The brand is also eyeing openings in San Francisco, Palm Springs, New York, New Orleans and Nashville, among others.
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