Hard Rock International presented on Wednesday plans for the complete renovation of the former Trump Taj Mahal hotel and casino in Atlantic City. The casino and café chain owner bought the shuttered property last month to eventually secure its entry into the New Jersey casino market.
Trump Taj Mahal was launched in 1990 with current US President Donald Trump at the helm. The property quickly became a popular gambling and entertainment spot on Atlantic City’s Boardwalk. However, the past several years were far from glorious for the hotel and casino complex.
In 2015, billionaire investor Carl Icahn bought Trump Taj Mahal out of bankruptcy, but was unable to carry out his plan for the $200-million revitalization of the property. Mr. Icahn closed the resort last October after a month-long workers’ strike shattered its profitability. Trump Taj Mahal employees picketed the complex in a bid to have their original pension plans and health benefits restored.
Mr. Icahn announced earlier this year that he would sell the property to anyone interested and even at a loss. Hard Rock International grabbed the opportunity to finally enter Atlantic City’s casino market and purchased the shuttered for an undisclosed price. The company has been operating a Hard Rock café at Trump Taj Mahal since 1996. The facility remained operational even after the casino complex closed doors.
Hard Rock International revealed on Wednesday that it is planning to spend $375 million on the resort’s renovation. The property will see both its facade and interior changed completely. For instance, the iconic minarets that had long been Trump Taj Mahal’s trademark will be removed and replaced by features and elements the Hard Rock brand is known for.
Jim Allen, Chairman of the casino developer and operator, said during the Wednesday presentation that they intend to bring the spirit of the rock and roll era to Atlantic City’s Boardwalk. The official promised guitars, a lot of guitars, around what will soon be rebranded into Hard Rock Hotel and Casino Atlantic City.
The property’s casino portion will feature over 2,400 slot machines and 130 table games. The complex will also have two separate arenas – one retained from its predecessor, Trump Taj Mahal, and the other being completely new. Hotel rooms will undergo complete renovation; new dining options will be added; guests will also be offered a spa. Hard Rock’s project is expected to generate more than 4,000 temporary and permanent jobs. It is believed that Hard Rock Hotel and Casino Atlantic City will be ready by the summer of 2018.
Hard Rock will work together with New Jersey residents Jack Morris and Joe Jingoli on the expensive renovation plan.
Both Atlantic City and state officials welcomed the idea of massive investment being put in the popular casino hub. Gov. Chris Christie told local media that Hard Rock’s willingness to invest heavily in the city shows that the efforts made on its revival have obviously borne fruit.
Hard Rock official said during the Wednesday presentation that they do not believe their property will have a negative impact on the other casinos in the city. Mr. Allen told media that local gambling venues should stop looking for ways to draw players from one another and should instead try to attract more customers beyond existing ones.
