When the Hard Rock Hotel & Casino opened its Las Vegas location in 1995, it was the place in the city to spot celebrities and party until the sun came up.
Las Vegas is an ever-changing city, however, and the property's target market has drifted elsewhere over time. To keep the rock 'n' roll vibe alive and regain its audience's attention, management is investing $20 million to $30 million on renovations and refurbishments for the property.
The construction projects include changes to the registration desk, Hard Rock Store, Mr. Lucky's Cafe and the high-limit gaming area. In addition, a new live-entertainment venue and gastropub dining establishment will open in the coming months. Renovations began this summer and are scheduled for completion by late September.
"The overarching goal of the renovation is to give Hard Rock Hotel & Casino Las Vegas a much-needed face-lift with the addition of brand-new restaurants, additional entertainment options and gaming areas," said Paul Pusateri, COO for the Hard Rock Hotel, adding that the resort "is going through an exciting evolution to attract 25- to 40-year-olds who used to frequent the property."
"We believe it is time to update the property with some new additions that speak to our brand with the overall goal of creating a fun rock 'n' roll community that keeps our guests coming back for more," he said.
The first thing anyone notices when they arrive to check in at the Hard Rock is the registration desk, which is one of the areas of focus in the refurbishment.
A vibrant display of purples, reds, pinks and black is accented with dark granite countertops, plush sofas, decorative pillows and a new registration desk. The focal point is a video display wall made up of 24 high-definition screens located directly behind the desk.
One of the Hard Rock Hotel's most notable changes is to its Hard Rock Store, which was moved from its original location and downsized from 3,300 feet to 1,100 feet. The space features hardwood flooring, granite countertops and metal accents. A selection of designer swimwear and apparel offers a more sophisticated shopping experience than when the store featured more rock-oriented apparel.
Mr. Lucky's Cafe, a favorite with late-night diners, has undergone both decor and menu changes. A more modern decor, featuring wood floors, chic furniture, rich-colored fabrics and a patio-style eating area, is the cornerstone of the diner's new look. New options such as traditional Italian fare have enhanced the menu, but the standard American fare that has long attracted customers to the property's only 24-hour restaurant still remain, such as sandwiches, burgers and French toast.
Joining the Hard Rock Hotel's restaurants is Culinary Dropout, which will have its grand opening Aug. 21. Operated and owned by the Fox Restaurant Group, this gastropub is adjacent to the pool and seats up to 320 people. The food selection will feature signature items like soft pretzels and provolone fondue; fried chicken with buttermilk biscuits and honey drizzle; an antipasti menu with a variety of meats and cheeses; and several mini-desserts. Two-thirds of the menu is dedicated to beer, wine and signature cocktails, including alcoholic milkshakes.
Culinary Dropout's vibe is meant to be fun and relaxed, which is reflected in the uniform-free staff.
Culinary Dropout is not the only addition to the Hard Rock Hotel. Long known as a hub for live music, the hotel is adding a new music venue, Vinyl, which is slated to open later this month. With a speakeasy atmosphere, this multifunctional space features brick and cinderblock, wood floors and an exposed ceiling.
"The purpose of the new music venue is to give hotel guests and Las Vegas locals alike additional entertainment options during their stay," Pusateri said. "Our new multifaceted space is dedicated to live musical performances but can also be utilized for special events for business and corporate clients."
Upcoming shows at Vinyl include Switchfoot (Oct. 26-27) and Blue October (Nov. 13).
In addition to the opening of Vinyl and Culinary Dropout, an upscale sports bar and cocktail lounge called the Ainsworth is expected to open prior to football season.
Though guests have reported rubbing elbows with the rich and famous on the casino floor of the Hard Rock in the past, big spenders can now toss their dice in the newly refurbished Peacock high-limit gaming area, located on an elevated platform right off the main casino floor.
Like other parts of the resort, rich-hued fabrics, dark wood and rich draperies have enhanced the space's appeal. A back bar accented with earth tones has also been added to the gaming room. The area will feature nine gaming tables and its own cashier cage upon completion. Minimums will generally range from $100 to $500.
Though the Hard Rock will be undergoing renovations until after Labor Day, reaction from the public so far has been overwhelmingly positive.
"As they say, every rock star needs a little bit of a refresher every once in a while," Pusateri said. "With the Hard Rock Hotel being operated under new management, we are definitely going in the right direction and are looking forward to a property transformation in the coming months."