Posted on: April 16, 2024, 01:47h.
Last updated on: April 16, 2024, 01:52h.
Hard Rock Hotel & Casino Atlantic City will open a new beach concept during the Memorial Day weekend running Friday, May 25, through Monday, May 27.
After pleading with federal and state officials to restore the eroding beach in front of the Boardwalk property that resulted in significant damage to the casino’s Beach Bar, Hard Rock officials took matters into their own hands. The result is a new beach lounge where Hard Rock guests and Unity rewards members will have access to chairs, recliners, and umbrellas along with beverage service.
The beach is one of our most precious resources and our team has gone above and beyond to preserve it,” said Hard Rock Atlantic City President George Goldhoff. “Providing beachfront amenities to our guests this summer is a top priority and we are excited to unveil our oceanfront experiences Memorial Day weekend.”
Along with the beach amenity, Hard Rock announced a new outdoor venue on the second floor of the resort overlooking the Atlantic Ocean. Dubbed The Terrace, the veranda will feature live entertainment, specialty cocktails, and a seasonable menu with table seating.
Beaches Need Sand
The Atlantic City casino industry’s busiest time is naturally the summer months, as the New Jersey beach town welcomes sun seekers and vacationers. The ocean is the casino town’s greatest asset and amenity.
Hard Rock expressed frustration last month with government officials for not swiftly acting to repair sand erosion in front of the Boardwalk, damage caused by a series of winter storms. The weather events greatly damaged Hard Rock’s Beach Bar, an outdoor facility that was essentially dismantled.
It’s a nearly annual problem for the resort town. Following the 2023 winter, Ocean Casino Resort spent $700K to bring in truckloads of sand to rebuild the beach in front of the resort on the Boardwalk’s northern end. Hard Rock and Ocean are near neighbors, separated only by the nongaming Showboat Hotel.
Bill Callahan, general manager at Ocean, said last year that it would be a tough sell for a property with “ocean” in its name not to offer guests a beach. Ocean brought in nearly 12,900 tons of sand to restore its ocean access.
Hard Rock International, which owns and operates Hard Rock Atlantic City, didn’t divulge details on how it restored its beach or the amount it spent on the refurbishment.
Summer Schedule
Hard Rock, like the eight other casinos in town, is gearing up for a busy summer season, which unofficially kicks off with Memorial Day. The rock ‘n’ roll-themed casino destination has a slew of headliners coming to the beach this summer.
A few notables set to arrive at Hard Rock in the immediate months include Mötley Crüe (May 3-4), Kelly Clarkson (May 10-11), Penn & Teller (May 16-17), Steve Martin and Martin Short (May 18), Snoop Dogg (June 1), Patti LaBelle and The Commodores (June 7), Frankie Valli & the Four Seasons (June 22), and Kesha (July 3).
