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Hard Rock Atlantic City plans to spend $20M in upgrades

Hard Rock Hotel & Casino Atlantic City. (Photo Beverly Bidney)

The Hard Rock Hotel & Casino Atlantic City is poised to see a $20 million upgrade at its sprawling oceanfront property.

Officials said May 3 that the company would “reinvest a minimum of $20 million” in capital improvements at the New Jersey site.

Improvements include hotel suite renovations, a new Starbucks, more slots and table games, a new restaurant and a “refresh of beachfront amenities.”

The Starbucks is expected to open in late May, located adjacent to the Hard Rock Café with boardwalk access. The new restaurant is expected to be unveiled and open this summer.

The timeline on other projects was not immediately disclosed.

“The commitment of these capital dollars from our ownership proves their devotion to enhancing our guest experience, along with the revitalization of Atlantic City and our property which opened after a $500 million renovation less than three years ago,” Joe Lupo, president of Hard Rock Atlantic City, said in a statement.

The Seminole Tribe is the parent entity of Hard Rock International.

The former Trump Taj Mahal property opened in 2018. It features 2,000 rooms, 20 restaurants, a 120,000-square-foot gaming floor, 2,200 slot machines and 125 table games. It includes a 400-seat Hard Rock Café and 150,000 square-feet of event space.

Officials said the bulk of the $20 million would go toward renovating 91 hotel suites – 66 “Celebrity suites” and 25 “Roxy suites.” The suite renovations are being designed by Klai Juba Wald Architecture + Interiors. All standard hotel rooms have also been upgraded with new flat screen television monitors and LED lighting, officials said.

The additional slots and table games will be located in the “Asian” and “High Limit” areas of the casino, as well as the main casino floor and cage areas.

The upgrades to beachfront amenities include new restrooms and 1,000 beach chairs at the Hard Rock Beach Bar.

Additionally, “sound enhancements” are being done to both the Hard Rock Live at Etess Arena as well as the Sound Waves venue.