Jim F. Allen Chairman, Hard Rock International and CEO, announces details about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. “The significance of this day is we are committed to hire 3,000 people,” says Allen. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
VIVIANA PERNOT / STAFF PHOTOGRAPHER
Hard Rock International, which still operates Hard Rock Cafe at the shuttered Taj Mahal Casino in Atlantic City, pictured Thursday March 2, 2017, plans to reopen the property in 2018 as a casino.
Michael Ein / Staff Photographer
Hard Rock International, which still operates Hard Rock Cafe at the shuttered Taj Mahal Casino in Atlantic City, pictured Thursday March 2, 2017, plans to reopen the property in 2018 as a casino.
Michael Ein / Staff Photographer
Hard Rock released illustrations of the proposed Hard Rock Hotel & Casino Atlantic City.
Hard Rock International
Hard Rock released illustrations of the proposed Hard Rock Hotel & Casino Atlantic City.
Hard Rock International
Hard Rock released illustrations of the proposed Hard Rock Hotel & Casino Atlantic City.
ATLANTIC CITY — Twenty seven years ago, before he was president, Donald Trump walked the gaming floor of the Trump Taj Mahal celebrating its grand opening.
On the anniversary of the property’s elaborate grand opening, Hard Rock International Wednesday detailed plans to spend nearly $400 million rebranding the property into the Hard Rock Hotel and Casino Atlantic City.
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In true New Jersey fashion, Bruce Springsteen tribute group the B Street Band performs before the Hard Rock Hotel and Casino project reveal Wednesday. E Street Band member Steven Van Zandt also gave a speech.
Food and beverages including Champagne were handed out at the Hard Rock Cafe on the Atlantic City Boardwalk during and after the press conference. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
Joseph Jingoli, developer, investor and minority owner of Hard Rock Hotel and Casino in Atlantic City at a press conference revealing project details for the former Taj Mahal. “This city means the world to me...this is a special place,” says Jingoli. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
Hard Rock International, which displayed guitars at its press conference in April announcing its plans to turn the former Trump Taj Mahal into one of its rock ’n’ roll-themed casino hotels, is aiming for a Memorial Day weekend opening.
Mayor Don Guardian speaks at the Hard Rock press conference where project details are revealed for the Hard Rock Hotel and Casino at the former Taj Mahal. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
Jim F. Allen Chairman, Hard Rock International and CEO, announces details about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. “The significance of this day is we are committed to hire 3,000 people,” says Allen. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
Sweeney Steve Sweeney, Senate President of New Jersey, speaks at the Hard Rock Cafe on the Atlantic City Boardwalk during a press conference revealing project details for the Hard Rock Hotel and Casino at the former Taj Mahal. “We’re bringing the city back,” says Sweeney. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
Jim F. Allen Chairman, Hard Rock International and CEO, announces details about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. "We are confident we can grow the market," says Allen. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
Assemblyman Chris Brown attends the Hard Rock Cafe press conference where the project details of the Hard Rock Hotel and Casino are revealed. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
Christie New Jersey Governor Chris Christie speaks at the press conference where details are announced about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. “Hard Rock is going to have a significant impact on the local economy,” says Christie. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
New Jersey Governor Chris Christie speaks at the press conference where details are announced about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. "This is an extraordinary brand that is coming here to Atlantic City in a very big way," Christie says. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
New Jersey Governor Chris Christie, left, shakes hands with Jim Allen, right, Hard Rock International and CEO after he speaks at the press conference where details are announced about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
Joseph Jingoli, left, Jim Allen and Jack Morris hold Hard Rock Hotel and Casino guitars Wednesday at the press conference revealing project details for the former Taj Mahal. Morris jokes the project will be a success because Allen, Jingoli and himself are all ‘Jersey boys.’
John Morris, developer and minority owner of Hard Rock Hotel and Casino in Atlantic City at a press conference revealing project details for the former Taj Mahal. " Make Atlantic City great again," says Morris as he concludes his speech. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
New Jersey Governor Chris Christie speaks at the press conference where details are announced about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. "We've obviously put a lot of work into making today possible. I don't think anybody would have thought this was possible a couple years ago, but it is," Christie says. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
New Jersey Governor Chris Christie speaks at the press conference where details are announced about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. "It's a very important day for Atlantic City, I'm really glad to be here," says Christie. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
Hard Rock Cafe on the Atlantic City Boardwalk hosts a press conference revealing project details for the Hard Rock Hotel and Casino at the former Taj Mahal. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
New Jersey Governor Chris Christie speaks at the press conference where details are announced about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. "Hard Rock is going to have a significant impact on the local economy," says Christie. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
New Jersey Governor Chris Christie speaks at the press conference where details are announced about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. "We've obviously put a lot of work into making today possible. I don't think anybody would have thought this was possible a couple years ago, but it is," Christie says. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
VAN ZANDT Stevie Van Zandt, musician, is the final speaker at at a press conference revealing project details for the former Taj Mahal and soon to be Hard Rock Hotel and Casino. “We’re going to be doing shows down here” says Van Zandt. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
Mayor Don Guardian speaks at the Hard Rock press conference where project details are revealed for the Hard Rock Hotel and Casino at the former Taj Mahal. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
New Jersey Governor Chris Christie speaks at the press conference where details are announced about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. "It's a very important day for Atlantic City, I'm really glad to be here," says Christie. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
Jim F. Allen Chairman, Hard Rock International and CEO, announces details about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. "The significance of this day is we are committed to hire 3,000 people," says Allen. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
Photo Gallery of Hard Rock Hotel and Casino Atlantic City announcement
1 of 24
In true New Jersey fashion, Bruce Springsteen tribute group the B Street Band performs before the Hard Rock Hotel and Casino project reveal Wednesday. E Street Band member Steven Van Zandt also gave a speech.
VIVIANA PERNOT / STAFF PHOTOGRAPHER
Food and beverages including Champagne were handed out at the Hard Rock Cafe on the Atlantic City Boardwalk during and after the press conference. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
VIVIANA PERNOT / STAFF PHOTOGRAPHER
Joseph Jingoli, developer, investor and minority owner of Hard Rock Hotel and Casino in Atlantic City at a press conference revealing project details for the former Taj Mahal. “This city means the world to me...this is a special place,” says Jingoli. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
VIVIANA PERNOT / STAFF PHOTOGRAPHER
Hard Rock International, which displayed guitars at its press conference in April announcing its plans to turn the former Trump Taj Mahal into one of its rock ’n’ roll-themed casino hotels, is aiming for a Memorial Day weekend opening.
PRESS PHOTO/
Mayor Don Guardian speaks at the Hard Rock press conference where project details are revealed for the Hard Rock Hotel and Casino at the former Taj Mahal. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
VIVIANA PERNOT / STAFF PHOTOGRAPHER
Jim F. Allen Chairman, Hard Rock International and CEO, announces details about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. “The significance of this day is we are committed to hire 3,000 people,” says Allen. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
VIVIANA PERNOT / STAFF PHOTOGRAPHER
Sweeney Steve Sweeney, Senate President of New Jersey, speaks at the Hard Rock Cafe on the Atlantic City Boardwalk during a press conference revealing project details for the Hard Rock Hotel and Casino at the former Taj Mahal. “We’re bringing the city back,” says Sweeney. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
VIVIANA PERNOT / STAFF PHOTOGRAPHER
Jim F. Allen Chairman, Hard Rock International and CEO, announces details about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. "We are confident we can grow the market," says Allen. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
VIVIANA PERNOT / STAFF PHOTOGRAPHER
Assemblyman Chris Brown attends the Hard Rock Cafe press conference where the project details of the Hard Rock Hotel and Casino are revealed. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
VIVIANA PERNOT / STAFF PHOTOGRAPHER
Christie New Jersey Governor Chris Christie speaks at the press conference where details are announced about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. “Hard Rock is going to have a significant impact on the local economy,” says Christie. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
VIVIANA PERNOT / STAFF PHOTOGRAPHER
New Jersey Governor Chris Christie speaks at the press conference where details are announced about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. "This is an extraordinary brand that is coming here to Atlantic City in a very big way," Christie says. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
VIVIANA PERNOT / STAFF PHOTOGRAPHER
New Jersey Governor Chris Christie, left, shakes hands with Jim Allen, right, Hard Rock International and CEO after he speaks at the press conference where details are announced about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
VIVIANA PERNOT / STAFF PHOTOGRAPHER
Joseph Jingoli, left, Jim Allen and Jack Morris hold Hard Rock Hotel and Casino guitars Wednesday at the press conference revealing project details for the former Taj Mahal. Morris jokes the project will be a success because Allen, Jingoli and himself are all ‘Jersey boys.’
VIVIANA PERNOT / STAFF PHOTOGRAPHER/
John Morris, developer and minority owner of Hard Rock Hotel and Casino in Atlantic City at a press conference revealing project details for the former Taj Mahal. " Make Atlantic City great again," says Morris as he concludes his speech. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
VIVIANA PERNOT / STAFF PHOTOGRAPHER
New Jersey Governor Chris Christie speaks at the press conference where details are announced about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. "We've obviously put a lot of work into making today possible. I don't think anybody would have thought this was possible a couple years ago, but it is," Christie says. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
VIVIANA PERNOT / STAFF PHOTOGRAPHER
Joseph Jingoli, developer, investor and minority owner of Hard Rock Hotel & Casino Atlantic City
Press archives
New Jersey Governor Chris Christie speaks at the press conference where details are announced about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. "It's a very important day for Atlantic City, I'm really glad to be here," says Christie. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
VIVIANA PERNOT / STAFF PHOTOGRAPHER
Hard Rock Cafe on the Atlantic City Boardwalk hosts a press conference revealing project details for the Hard Rock Hotel and Casino at the former Taj Mahal. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
VIVIANA PERNOT / STAFF PHOTOGRAPHER
New Jersey Governor Chris Christie speaks at the press conference where details are announced about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. "Hard Rock is going to have a significant impact on the local economy," says Christie. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
VIVIANA PERNOT / STAFF PHOTOGRAPHER
New Jersey Governor Chris Christie speaks at the press conference where details are announced about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. "We've obviously put a lot of work into making today possible. I don't think anybody would have thought this was possible a couple years ago, but it is," Christie says. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
VIVIANA PERNOT / STAFF PHOTOGRAPHER
VAN ZANDT Stevie Van Zandt, musician, is the final speaker at at a press conference revealing project details for the former Taj Mahal and soon to be Hard Rock Hotel and Casino. “We’re going to be doing shows down here” says Van Zandt. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
VIVIANA PERNOT / STAFF PHOTOGRAPHER
Mayor Don Guardian speaks at the Hard Rock press conference where project details are revealed for the Hard Rock Hotel and Casino at the former Taj Mahal. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
VIVIANA PERNOT / STAFF PHOTOGRAPHER
New Jersey Governor Chris Christie speaks at the press conference where details are announced about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. "It's a very important day for Atlantic City, I'm really glad to be here," says Christie. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
VIVIANA PERNOT / STAFF PHOTOGRAPHER
Jim F. Allen Chairman, Hard Rock International and CEO, announces details about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. "The significance of this day is we are committed to hire 3,000 people," says Allen. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
VIVIANA PERNOT / STAFF PHOTOGRAPHER
The new property will feature two separate arenas with seating totaling 7,000 and more 2,400 slot machines. The property is expected to open in the summer of 2018.
“If we can’t do it right, we’re not going to do it,” said Jim Allen, chairman of Hard Rock International. “Our commitment to Atlantic City has never been stronger and we look forward to being a catalyst for further growth and development of the area.”
Allen is confident that Hard Rock’s opening will not hurt the city’s remaining seven casinos. In 2016, the casino industry generated more than $3.6 billion in revenue.
“Atlantic City, no doubt, has had some challenging times,” said Allen, who owns a home in Linwood. “I think that it’s very important to understand that it’s still the second biggest gaming market in the United States.”
Resort casinos have struggled for years as gambling spread to Pennsylvania, New York and elsewhere, siphoning gamblers who once came exclusively to Atlantic City. But Allen says Hark Rock will bring new people to Atlantic City.
“With the Hard Rock brand and its ability to attract 100 million people on an annual basis we very confident that we can grow the market,” Allen said. “I can assure you our marketing plans are not just to take the customers from the existing properties.”
Hard Rock bought the casino March 1 from billionaire investor Carl Icahn. The project is expected to create more than 1,000 construction jobs and 3,000 permanent jobs, according to Hard Rock. Since the transaction on March 31, Hard Rock has already hired 23 employees as it sets out to bring the once iconic Taj Mahal back to life under a new name and identity.
While no purchase price was given, the property was valued at $86 million, according to Icahn Enterprises’ 2016 financial report.
Icahn closed the property Oct. 10, following a labor dispute with Unite Here Local 54.
“This is an extraordinary brand that is coming here to Atlantic City,” Gov. Chris Christie said. “The investment is great news for the city and the state.”
Hard Rock is partnering with the fellow New Jersey residents Joe Jingoli and Jack Morris.
In true New Jersey fashion, the event featured a Bruce Springsteen tribute band and a speech by E-Street Band member Steven Van Zandt.
Morris joked that the project would be a success because Allen, Jingoli and himself are all “Jersey Boys.”
“When I met him (Allen), I saw in his eyes and heart how he felt about Atlantic City, this was not another deal to him, this was personal,” Morris said. “I have a passion for turning things around. I will try with all my heart to do just that. It's not just about rebuilding the Taj Mahal casino with one of the world’s best hotel casinos. It's about Atlantic City."
The Hard Rock Cafe opened in the Taj Mahal in November 1996 amid great fanfare over its hallmark rock memorabilia. Under the redevelopment plan, the restaurant will move to a new 400-seat venue in the property featuring beach access.
“2018 is going to be a great year for us,” Mayor Don Guardian said.
Started working in newsrooms when I was 17 years old. Spent 15 years working for Gannett New Jersey before coming to The Press of Atlantic City in April 2015.
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Jim F. Allen Chairman, Hard Rock International and CEO, announces details about the Hard Rock Hotel and Casino that will be at the former Taj Mahal. “The significance of this day is we are committed to hire 3,000 people,” says Allen. Wednesday April 5, 2017. (Viviana Pernot / Staff Photographer)
Hard Rock International, which still operates Hard Rock Cafe at the shuttered Taj Mahal Casino in Atlantic City, pictured Thursday March 2, 2017, plans to reopen the property in 2018 as a casino.
Hard Rock International, which still operates Hard Rock Cafe at the shuttered Taj Mahal Casino in Atlantic City, pictured Thursday March 2, 2017, plans to reopen the property in 2018 as a casino.
Welcome to the discussion.
Keep it Clean. Please avoid obscene, vulgar, lewd, racist or sexually-oriented language.
PLEASE TURN OFF YOUR CAPS LOCK.
Don't Threaten. Threats of harming another person will not be tolerated.
Be Truthful. Don't knowingly lie about anyone or anything.
Be Nice. No racism, sexism or any sort of -ism that is degrading to another person.
Be Proactive. Use the 'Report' link on each comment to let us know of abusive posts.
Share with Us. We'd love to hear eyewitness accounts, the history behind an article.