Las Vegas is evolving at a rapid pace. New mega resorts are sprouting up across the Strip and established properties are busy constructing additional towers and facilities. If an existing hotel wants to stay on the cutting edge in this environment, it has to grow and invent. Competition demands that. Staying put for too long will definitely hurt.
Hard Rock Hotel knows the game and has started a $750 million expansion and upgrade project. Its new owners, a joint venture between Morgans Hotel Group and DLJ Merchant Banking Partners, want to maintain the well-known property's pizzazz and hip-crowd appeal. To start with, the Joint concert venue, one of its signature attractions, will be redone and enlarged. The hotel will get 950 more rooms in two separate towers, one of them being of the suite variety, 60,000 square feet of convention and meeting space, new retail space and a spa and a health club, the latter being a must nowadays in a major Vegas property.
Among the new restaurants coming to the Rock is Ago, an Italian-themed eatery from Los Angeles with Robert De Niro as a partner. Actually, it's already operational and has a grand opening set for February. The acclaimed Nobu is undergoing an expansion and AJ's Steakhouse is to begin renovations in March. A pro motocross rider Cary Hart has designed the live-band lounge Wasted Space which will open later in the spring.
When all is said and done sometime in 2009, the hotel-casino will have a markedly different look and feel. And it's going to be quite a bit bigger. Its slightly off-Strip location requires extra effort to stay relevant in the highly-charged atmosphere of Las Vegas entertainment. Thus far it has been very successful at it and apparently will continue to do so.
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