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Hotel Industry Updates

Hard Rock Atlantic City Invests $20 Million in Improving Guest Experiences

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The investment will include suite renovations, more slots and table games, a new dining outlet and a refresh of beachfront amenities. (iStock/Nino Qasoshvili)

It is always a good idea to look at your business and find ways that you can do things better. Hard Rock Hotel & Casino Atlantic City in Atlantic City, N.J., has done that and is now taking steps to improve. This week, the resort announced that it will reinvest a minimum of $20 million in capital improvements that include suite renovations, a new Starbucks, more slots and table games, a new dining outlet and a refresh of beachfront amenities.

Hard Rock Atlantic City President Joe Lupo noted that this investment proves its ownership’s devotion to improving the guest experience at its property, which opened after a $500 million renovation less than three years ago. “Our growth over the past year during unprecedented circumstances speaks to guests’ trust in our property and enjoyment of their experiences, which we will continue to evolve and improve,” he said.

“Our growth over the past year during unprecedented circumstances speaks to guests’ trust in our property and enjoyment of their experiences, which we will continue to evolve and improve.”

— Joe Lupo, president

The bulk of the funds will be put towards the total renovations of 66 Celebrity and 25 Roxy Suites, which are being designed by Klai Juba Wald Architecture + Interiors. All of the standard hotel rooms have received enhancements as well, with new flatscreen television monitors and LED lighting.

Hard Rock Atlantic City’s new Starbucks is scheduled to open later this month and will feature Boardwalk access adjacent to the Hard Rock Cafe. It also expects to announce its new dining outlet soon, which will open this summer. The resort’s additions also will include new gaming units in the Asian table games and High Limit areas, and new table games and slot machines in the main casino floor and cage areas.

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