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Hard Rock Affirms Plans to Rebrand, Reopen Mirage in 2025

After purchasing the operations to the Mirage in December of last year, Hard Rock International has confirmed that it plans to rebrand the property, with an opening set for 2025.

Hard Rock Affirms Plans to Rebrand, Reopen Mirage in 2025

In a recent press release regarding guest satisfaction studies, Hard Rock International (HRI) confirmed that it plans to rebrand the Mirage Hotel & Casino in Las Vegas and reopen the property sometime in 2025.

HRI purchased the operations of the Mirage late last year from MGM Resorts for a little over $1 billion, and the property will become the first tribal-owned resort on the Strip itself, upon reopening.

Per the original purchase agreement, MGM will keep the rights to the Mirage brand, and license it without royalties to HRI for up to three years until the rebranding process is completed. The Seminole Tribe of Florida, which owns HRI, has said previously that it plans to construct another guitar-shaped hotel at the site, which is a staple of the Hard Rock brand.

Jim Allen, chairman of HRI, said in December after the deal was announced that the company was “honored to welcome The Mirage’s 3,500 team members to the Hard Rock family.”

“When complete, Hard Rock Las Vegas will be a fully-integrated resort welcoming meetings, groups, tourists and casino guests from around the world to its nearly 80 acre center-Strip location, “ said Allen.

In addition to the Las Vegas expansion, HRI also recently announced plans to open Greece’s first integrated resort in Athens sometime in 2026.