Founders of the Hard Rock Cafe plan a $75 million hotel-casino here that will be "a walk on the wild side," with guitar-shaped gaming tables and memorabilia to draw a new generation of gamblers.
"We did a lot of marketing studies," Hard Rock founder Peter Morton said this week. "Everything gave us an extremely strong indication that there are a lot of 30-year-olds in America who go to Bruce Springsteen concerts and like to gamble."In a city known for glitz and glitter, Hard Rock officials say they are leaving nothing to chance. The 12-story Hard Rock Hotel Casino will feature a circular bar topped by a revolving classic Cadillac, complete with light show.
A press release said the gaming parlor will display a replica 130-foot Fender electric guitar smashed into the roof, which "hints that to enter the hotel will be a walk on the wild side."
Morton said his Los Angeles-based company would break ground on the project this fall, with opening planned for late 1992 or early 1993.
The resort will be bathed in rock music, from the lobby to the parking garage. It will be built beside the Hard Rock Cafe, which opened here in September. The cafe's business is running 50 percent ahead of projections, Morton said.
He expressed confidence that a rock motif will work in the city of gaming.
"What we're trying to do is bring the excitement and fun of the Hard Rock into the casino," he said.
Las Vegas drew a record 20 million visitors in 1990, and visitor count for 1991 is running ahead of year-earlier figures. Gross gaming revenues hit a record $3.87 billion for the Las Vegas area in 1990 despite the recession.
The city is constantly looking for ways to entice younger generations and Hard Rock officials believe their project might help.
A porte-cochere will feature columns of rock legends supporting an oversized piano keyboard nearly 100 feet long booming out the classics of Jerry Lee Lewis, Fats Domino, Elton John and others, Morton said.
The resort's 326 rooms and 25,000-square-foot casino will "feel like a Hard Rock Cafe," Morton said.
"The hotel's walls and ceilings will be covered with rock-and-roll memorabilia, guitars, costumes, posters, gold records, etc.," Morton said.
Plans call for a 50-foot, guitar-shaped sports bar overlooking a sports book. The sports book will include an array of sports memorabilia.
A 2,000-seat tented arena is planned for rock 'n' roll acts.
Harrah's Casino Hotels will manage the property.
Typical Hard Rock patrons, who range from age 21 to 45, have annual household incomes that average about $80,000, said Phil Satre, Harrah's chief executive officer.