Hard Rock International completed the acquisition of the Mirage at the Las Vegas Strip on December 19, 2022. The company took control of operations immediately. With new ownership, some changes are inevitable.
Hard Rock has already started some changes and promised several others. For instance, the previous owner of the Mirage focused on serving international clients or visitors. Hard Rock is focusing on the locals and visitors.
Changes to the Casino Floor
The new owner of the Mirage is going big with the facility. Repeat players will recognize changes instantly. Meanwhile, new clients will be mesmerized by the site of the upgraded casino floor.
For starters, the floor is no longer limited to the previous 94,000 square feet. Today, there is a whopping 174,000 square feet of gaming space.
The number of slot machines has also increased from 864. Hard Rock plans to have over 2000 slot machines by the time it is done with upgrading the place.
The new casino operator has erected a new baccarat lounge and included several slot machines in the venue too. There are also new electronic table games spread throughout the casino floor. The casino revamping would be incomplete with new live dealer games.
Since Hard Rock is not leaving anything to chance, the operator has included several new live dealer pits. In fact, there is also a six-table live dealer pit in the BetMGM Sportsbook retail shop. Meanwhile, the former Love Theater is now a venue for electronic sorts of classic casino games.
A Focus on Local Clientele
The Las Vegas Strip is a tourist epicenter. The Las Vegas Convention and Visitors Authority confirmed this when it revealed that 69 percent of visitors to Las Vegas stayed at a hotel on the Strip in 2022. There is so much to do on the Strip that most visitors do not find a reason to leave.
Thus, it was feasible for the former owner of the Mirage to market its product and services to visitors. However, Hard Rock wants to include the locals too.
The new property owner is launching a local promotions program targeting all residents in Nevada. The Local Rewards For U is a program that will see locals get rewarded with spa discounts, shows, and other incentives.
Instead of starting at the bottom with the reward program, locals will be treated to the second level of the Unity Rewards. New Unity clients will also get $25 in free play.
Local players that have unlocked the Legend level will get several perks, including a complimentary self-parking at the property. Currently, the self-parking fee is $15 and $18 for four hours and over four hours, respectively.
Local clients will also get discounts for various shows. For instance, you can spend 20 percent less on tickets for Shin Lim: Limitless and The Beatles LOVE by Cirque Du Soleil. Carry and show your Nevada ID while purchasing the ticket to get 20 percent off.
Locals will also get 20 percent off on salon or spa services between Monday and Thursday. Meanwhile, visitors have to buy two services to get a third at 50 percent off.
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