HotelChatter

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  Pirates and amusement parks have been replaced by sirens and topless pools; not to mention the recent revamping of their marketing.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.

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.

[ Parent ]