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Morgans to Officially De-Sexualize the Hard Rock Las Vegas

Go To The Hotel's Web Site Where: 4455 Paradise Rd [map], Las Vegas, nv, United States, 89109
March 12, 2007 at 3:09 PM | by | Comments (2)

We so called it back when we placed the Hard Rock Hotel Las Vegas on the Breaking Even tier of our Viva Las Vegas Hotel Map: The off-strip party hotel is getting a makeover.

Now that Morgans Hotel Group (of Ian Schrager fame) owns the property, the Hard Rock will add on 950 more guest rooms, including a new all-suite 15-story tower with 35,000 sq.ft. of casino space.

According to the official press release:

As part of the project, the Hard Rock's existing suites and common areas will be renovated to revitalize the property and bring it up to MHG's best-in-class brand standard. The project, which is scheduled to begin this year, is expected to be fully completed by mid-2009.

And yes, the top-to-bottom expansion includes the Hard Rock's infamous pool area, along with new restaurants, a larger "Joint" live entertainment venue, a new spa and health club and some retail space.

All the renovations will start immediately, according to the press release, with most of the work being done in a year.

Keep in mind that Morgans is doing these upgrades not so you can party in a nice place but rather so they can bring in wealthier (ie. older) clientele who will be throwing down large amounts of cash at the casino.

Sorry Rehab! It was fun watching you trash up the pool while it lasted.

[Photo: ChrystalDave]

Related Stories:
· Hard Rock Hotel & Casino in Las Vegas to Undergo Major Expansion and Renovation [BizWire]
· Hard Rock Prices to Go Up, Pool Scene to Go Down [HotelChatter]
· Hard Rock Las Vegas coverage [HotelChatter]

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Re: Morgans to Officially De-Sexualize the Hard Ro

"Yeah, I'm gonna have to go ahead and sort of, disagree with you..." -Bill Lumbergh, Office Space

I've been a patron of the Hard Rock Hotel since the late 90's.  I enjoy crazy nature of the property and I sure don't want to see the general spirit of the place change.  However, with the new ownership and planned expansion there will undoubtedly be serious changes; but I think any attempt to shift away from the market the hotel caters to would be a huge mistake.

Peter Morton single handedly defined the Las Vegas experience for the younger demographic in the mid-90's which was being ignored by the larger properties.  Since then this market has got a lot of attention and the formula has been copied (The Palms).  I have a hard time believing that the Morgan's Hotel Group management would pay $770 million dollars for a property that owes it's success to servicing this specific market and then  deciding to change the core ingredient of it's success.

If anything the Las Vegas market in general is been moving to meet the Hard Rock Hotel's racy image.  For example, Treasure Island (or TI) and the Luxor (among others) have drastically changed their images to be more sexy and adult.  Pirates and amusement parks have been replaced by sirens and topless pools; not to mention the recent revamping of their marketing.  Just check out the web sites for these properties; they look a lot different than they did 5 years ago.

Finally, the changes to "de-sexualize" or change the property have not yet materialized.  I was told by an employee last fall that after the purchase there would be no more Rehab and no more UFC fights.  Since the deal closed they have not only continued the Rehab event, but they've expanded it.  There are new dj booths and stages to accommodate the huge parties and a pool-side concert series.  In additional, the Hard Rock Hotel has recently hosted a number of UFC's newly aquired WEC league fights.  Lastly, the recently announced Hard Rock Hotel suite redesign will include dominatrix, glamour girl, biker girl and party girl themed rooms.  That doesn't sound very de-sexualized to me.

Although it is possible that Morgan's will drastically change the Hard Rock Hotel's winning formula, I think it would be foolish.  I say this not just because I don't want to see my beloved party spot off the strip to be changed, I think it would also be bad business.  Regardless, I guess we'll see what happens next year.  If Rehab (or the like) is still in the mix for the '08 season I'd say that is a sign that everything is gonna be alright.

jroach on July 10, 2007 at 6:09 PM #Permalink

it all comes down to gambling

I am sure Morgans will keep the sexiness of the Hard Rock property. As you pointed out, most every hotel on the strip has this element to it. Yet Rehab is so trashy and gross. Maybe there is a way to class it up?

Also, one of the things that Morgans needs to bring to the Hard Rock is clientele who will gamble in big way. Not just young 20-somethings who are looking to get drunk and laid at Rehab. And I don't think 21-year-olds can afford to gamble big.

But we'll be watching it as the Morgans renovations start to take place.

juliana on July 10, 2007 at 9:00 PM #Permalink
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