One of the world’s biggest integrated casino resorts is hoping to expand its portfolio. Hard Rock International is planning to enter one of the most populated metros in the country. The brand did not think about its expansion recently. Instead, it has thought about it for a long time and made plans for it.
Speaking at the East Coast Gaming Congress at Harrah’s Atlantic City, the hospitality and gaming conglomerate brand chairman said the company’s dream to enter the two states remained. Allen also told the Associated Press that he would be happy if God were good enough to allow the company to venture into the two states. Hard Rock is a brand owned by a tribe based in Florida called the Seminole Tribe.
Already, Hard Rock has entered New Jersey with its Hard Rock Hotel & Casino Atlantic City. The brand spent over $500 million in 2018 transforming the previously known Trump Taj to fit rock ‘n’ roll-themed boardwalk property.
Hard Rock Is Eyeing New York
In 2015, Hard Rock partnered with Meadowlands Racetrack owner to build a casino resort. The brand prepared before the legalization of the project hoping New Jersey would allow gambling expansion outside of Atlantic City in New Jersey. The horse track and FanDuel sport are next to Metlife Stadium, home to the National Football League New York Giants and Jets in East Rutherford, New Jersey.
The Racetrack owner, Gural, and the Hard Rock campaigned for the legalization in 2016, asking residents to vote to support land-based gambling outside Atlantic City. Unfortunately, 78 percent of voters rejected the ballot referendum halting any plans to expand casino gambling. Following the failed ballot referendum, Gural noted patience was necessary to bring a casino to Meadowlands.
On the other hand, Hard Rock’s chairman noted that he would rather wait for New York to open the opportunity to bring new casinos into the state. Allen thinks this will make voters in New Jersey rethink them rejecting casinos outside Atlantic City.
In 2013, New York expanded gaming, allowing four commercial casinos in upstate and three casino licenses for New York City. This gaming expansion included a 10-year halt in the development of casinos in the metro to allow casinos in the upstate to establish their customer bases.
In 2023, the 10-year halt will end with the state through its gaming board preparing for the new casinos. Already, the board is receiving requests for information from companies interested in one of the three remaining licenses. Allen has expressed interest in responding to the proposal before the deadline set on December 10, 2021.
The Company Can Handle Two More Properties
Speaking of the company’s capability to run two big casinos, Allen said Hard Rock is capable. The company chairman noted New York had a large population of almost 20 million. He said many resorts would operate profitably in such a population.
During the interview by Associated Press, Allen also noted that North Jersey and NYC were 100 percent large enough to accommodate other resorts. Allen asked how many casinos were in Atlantic City and was told nine before answering that the state had more space for new casinos. However, no campaigns are going on asking New Jerseyans to allow casinos outside Atlantic City.
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