Jim Allen, Chairman and CEO of Hard Rock International, captured the excitement at the opening, stating, “This was a historic day for both Hard Rock and Atlantic City, and we’re thrilled to welcome brand enthusiasts, locals, families, and music lovers… We are grateful for our partners, and together, we completed the more than $500 million renovation in record time.”
Hard Rock AC distinguishes itself by seamlessly blending contemporary luxury with the brand’s signature rock and roll vibe. Guests are greeted by a dynamic atmosphere featuring first-class retail, diverse dining options, vibrant bars, a comprehensive gaming floor, and non-stop live music – including a packed calendar of concerts and shows. This broad appeal ensures Hard Rock AC offers something for every visitor, solidifying its position as a versatile entertainment hub.
The financial performance of Hard Rock AC speaks volumes about its success. Throughout the first half of the year, the casino demonstrated impressive growth, with a 10.3% year-over-year increase in net revenue and a substantial 17.1% rise in gross operating profit. This places Hard Rock AC among the top-performing properties in Atlantic City, particularly noteworthy given the increasingly competitive landscape, evolving economic conditions, and the growing popularity of online gaming and mobile sports betting. Furthermore, Hard Rock AC boasted an industry-leading occupancy rate of 86.4% in the first half of the year, significantly outpacing the average of 69.1% across Atlantic City’s nine casino properties.
Leadership and Strategic Vision at Hard Rock Atlantic City
The impressive trajectory of Hard Rock Atlantic City is guided by the experienced hand of President George Goldhoff. Appointed to the role in January 2023, Goldhoff brought a proven track record of success from his previous leadership position at Hard Rock Casino Cincinnati.
Jim Allen expressed confidence in Goldhoff’s appointment, noting, “I’m confident George will continue to build on the incredible success we have achieved at Hard Rock Hotel & Casino Atlantic City… in just three years of rebranding our property in Cincinnati, he was able to make that casino the leader in the market.”
Goldhoff himself conveyed his enthusiasm upon taking the helm: “I look forward to working closely with the leadership team and team members to capitalize on the opportunities ahead and usher in Hard Rock Atlantic City’s next era of growth and success… I have a deep appreciation for what the current executives and team members have accomplished over the past five years, and I look forward to contributing to further Hard Rock Atlantic City’s iconic brand and supporting the greater Atlantic City community.”
George Goldhoff, President of Hard Rock Atlantic City, pictured after assuming his role in 2023. His leadership is seen as pivotal to the property’s continued success and growth in the competitive Atlantic City market.
Since Goldhoff’s arrival, Hard Rock AC has continued its strong performance, demonstrating his effective leadership. A tangible example of this is the February announcement of over $10 million in bonuses distributed to team members – a tradition upheld since the property’s opening, reflecting a commitment to employee appreciation and shared success.
Goldhoff emphasized the dedication of the Hard Rock AC team, stating, “We witness our team members’ unwavering dedication to providing superior service every day, and it is truly inspiring… Our team strives to live up to our ‘Love All – Serve All’ motto every day to make a difference both for our guests and within our community.” Jim Allen further reinforced this sentiment, recognizing that “Hard Rock Atlantic City team members are the key to our success in the market.”
This commitment to its workforce was further validated in March when Hard Rock Atlantic City was honored as a USA Today Top Workplaces Gold Award winner for 2024. This prestigious accolade, based entirely on anonymous feedback from over 1,080 Hard Rock AC team members, underscores the positive and engaging workplace culture fostered at the property.
Goldhoff celebrated the award, stating, “Winning the USA Today Top Workplaces Gold Award for 2024 is the result of the unwavering dedication of our team members, who provide superior service to our guests each and every day… We are proud to celebrate this distinguished honor with our team members who exemplify our core values to ‘Love All – Serve All.’”
In summer 2024, Hard Rock AC marked its sixth anniversary, commemorating the milestone with a celebratory luncheon at its new seaside dining venue, The Terrace. In conjunction with the anniversary, the property demonstrated its ongoing community engagement by donating $36,000 to six local organizations. Hard Rock Atlantic City has consistently shown its commitment to the local community, having donated millions of dollars to over 500 organizations in Atlantic City and the surrounding Atlantic County area since its 2018 launch.
A Comprehensive Entertainment Destination
In a recent discussion, Goldhoff provided insights into the Atlantic City market and Hard Rock AC’s strategic approach. He acknowledged the varying performance across the city, noting the strength of the northern Boardwalk area, where Hard Rock AC and Ocean Casino Resort are located, while other properties have experienced declines. He observed that the earlier part of the year was generally stronger than the third quarter, with the summer season being somewhat softer compared to previous years.
Despite these market fluctuations, Goldhoff emphasized Hard Rock AC’s proactive and competitive stance: “And we just continue to compete aggressively. We have to earn it every day. That means our calendar is robust. We’re providing great value to not only gamers – but also non-gamers in terms of hospitality, food and beverage, spa and retail.” This statement highlights Hard Rock AC’s strategy of appealing to a broad audience, extending beyond traditional casino-goers to attract those seeking diverse entertainment and hospitality experiences.
YOUYU Noodle Bar, a dining highlight at Hard Rock Atlantic City, offering a modern take on Chinese cuisine. This exemplifies the diverse culinary experiences available at the property, catering to a wide range of tastes.
Goldhoff underscored Hard Rock AC’s commitment to providing a multifaceted offering: “Hard Rock Atlantic City is doing a little bit of everything… And the team here has been just amazing over the last couple of years.” This “everything for everyone” approach is central to their success, ensuring a vibrant and engaging environment for all guests.
Addressing the challenge of integrating online gaming with the brick-and-mortar casino experience, Goldhoff highlighted the successful partnership with Hard Rock Digital, also owned by the Seminole Tribe of Florida. “Their results have been nothing short of spectacular,” he stated, pointing to the over 70% growth in internet gaming and sports betting through September. He praised the user-friendly Hard Rock Bet app, describing its technology as “frictionless.”
Goldhoff explained the synergistic relationship between the physical and digital platforms: “The way that we look at it – from a bricks-and-mortar and digital standpoint – is one-plus-one equals three.” By leveraging the Hard Rock Digital platform, they can cultivate customer loyalty that extends to in-person visits, creating a mutually beneficial ecosystem. “We have been promoting the Hard Rock Digital platform here at Hard Rock Atlantic City… So, it’s been symbiotic. It’s been successful. And the results have been outstanding.”
Ongoing Investment and Enhancement
Hard Rock Atlantic City’s commitment to excellence is further demonstrated through continuous reinvestment in the property. Building upon the initial $500 million renovation, Hard Rock AC has consistently undertaken capital improvement projects to elevate the guest experience.
Goldhoff emphasized this proactive approach: “Always building a better mousetrap… Last year, we invested in gaming as well as non-gaming. In terms of non-gaming – we invested in retail projects. We invested in our penthouse suites, which have been very well-received. We have 11 of them. In regard to restaurants, we upgraded a few of our restaurants. We have a private VIP lounge. As well as our aviation – we always had a jet. But we invested in a helicopter in March. That’s been very convenient for our players.”
The luxurious penthouse suites at Hard Rock Atlantic City represent a significant investment in high-end guest accommodations. These suites have been very popular, attracting discerning travelers seeking premium experiences.
The addition of a helicopter service in March 2024 has proven particularly successful, facilitating convenient travel for players within a 45-minute flight radius of Atlantic City, including major metropolitan areas like New York City, Philadelphia, and Baltimore.
The helipad at Hard Rock Atlantic City, a recent infrastructure investment enhancing accessibility for VIP guests. This service provides a unique and efficient travel option, setting Hard Rock AC apart in the market.
Further enhancing the gaming experience, Hard Rock AC opened a new high-limit slot room last year, which Goldhoff describes as “the largest and highest quality high-limit slot room in all of Atlantic City… And all of our players have recognized that.” These ongoing investments underscore Hard Rock AC’s dedication to maintaining a leading edge in the competitive Atlantic City casino market. Goldhoff acknowledges the broader trend of reinvestment in Atlantic City, stating, “We continue to invest, and we do recognize that our competitors have been investing too… to the concept of competition improves everybody – I would say it falls under that category.”
Community and Workforce Engagement
Hard Rock Atlantic City places significant emphasis on workforce development and community engagement, recognizing these as crucial components of its overall success and culture. Goldhoff highlighted the property’s commitment to local hiring: “I’ll start off by saying we recruit, hire, train and develop people within our community,” noting that approximately 25% of the 3,500-strong workforce are Atlantic City residents.
He emphasized the link between employee support and guest service: “The success of our company is 100% contingent on supporting our team members – and our commitment to their training and development, and their engagement… And in return, they deliver the best, exceptional guest service in Atlantic City.” The USA Today Top Workplaces award serves as tangible evidence of this positive employee-centric culture.
Goldhoff described the unique workplace environment at Hard Rock AC: “I’ve never seen anything like it – to be honest with you… And I’ve worked in the gaming business for over 25 years – truly exceptional.”
Looking ahead, Goldhoff indicated ongoing plans for property enhancements, though specific details remain under wraps. He reiterated the core principles guiding Hard Rock AC’s strategy: “Again, if we’re hiring and recruiting the right folks – and we’re giving them the right training. And we’re developing them to do their absolute best – we know that they’re going to take care of our guests… We’ve been focused on also providing a unique experience with all of the investments we have made – not only with facilities but some of our marketing events and campaigns and promotions.”
The interior of Hard Rock Atlantic City, showcasing the results of the extensive $500 million renovation. The design reflects a blend of modern luxury and the iconic Hard Rock brand aesthetic, creating a unique and inviting atmosphere.
Goldhoff concluded by expressing his gratitude for the opportunity to lead Hard Rock Atlantic City: “It has been such a delight to work with the team; be mentored by Jim Allen; work so closely with the Seminole Tribe of Florida and our tri-state partners who have been very generous in continuing the investment in the property. It has really been a dream come true… People say – how do you like South Jersey? How do you like Atlantic City? How do you like Hard Rock… I go – what’s there not to like? That’s an honest answer.” This positive outlook and strong leadership position Hard Rock AC for continued success and innovation in Atlantic City’s dynamic entertainment landscape.
