VICI Properties recently closed on its $745 million purchase of the land and real estate of the former JACK Cincinnati Casino, and entered into a lease with Hard Rock International to convert the property into a Hard Rock Casino.
Jon Lucas, Hard Rock International chief operating officer, said the company has big plans for the property. He said, “We want to be a part of the rebirth of downtown Cincinnati. We’re all about entertainment. That’s not just gaming, but great restaurants, great bars and great live entertainment. What will drive people to our property rather than someone else’s?”
One notable change will include the addition of a Hard Rock Café in the space that formerly housed the Margaritaville restaurant. Lucas said the Hard Rock Café experience has evolved from the ’80s and ’90s when the brand mainly was known as a restaurant. Hard Rock will rebrand some of the dining options to include house brands like a Harvest Buffet and a Council Oak Steaks & Seafood. The smoking patio will be expanded and a rock shop will be added.
Also, Lucas said the second-floor ballroom will be transformed into a Hard Rock Live concert venue, with riser seating that can be converted to the room still can be used for events and conferences. The facility will have a state-of-the-art audio and visual system and video boards, plus green rooms for visiting artists and a new upstairs bar. Lucas said performers will include “B-level or A-minus” acts, featuring rock, country, R&B, pop, classic rock and standup comedy, as well as local acts.
Lucas said the entrances to the casino will also be updated, both from Central Parkway and the adjoining parking garage. “A sense of arrival is very important. We’ll do our guitar signage out front and some work in all of the entry points,” he said. The venue will have bright new carpet throughout. “In the hotel and casino space, we’re upper upscale luxury experiences. We design it first-class and layer the theme over it,” Lucas said.
As in every Hard Rock location, rock memorabilia also will be featured, Lucas said, noting Hard Rock has the largest collection of rock memorabilia in the world, with 83,000 pieces. “We want to evaluate the market and occupancy rates and what the competition is doing,” he said.
