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Blotter: New HRH tower aimed at older audience

Las Vegas saw one more optimistic expansion before the end of 2009. The Hard Rock Hotel and Casino opened its new HRH Tower on December 28. Whereas some Strip locations like the Sahara have been closing rooms to reduce operating costs, the Hard Rock made a bold statement when it built its newest all-suite tower.

The planning of the Hard Rock's newest expansion seems to defy recession economics. Rather than dialing down their room rates to appeal to an increasingly cash-strapped audience, the Hard Rock has created a new luxury locale with mid-week rates for the most modest suites starting at $109/night. The HRH Tower includes 359 suites, seven private penthouses, and eight villas that will open onto the hotel's newest pool when it opens in 2010.

The HRH Tower is just the first of many planned Hard Rock improvements. The property's new marketing plan is targeting a richer, older audience and will ultimately include the addition of new restaurants, new pools, new nightclubs, a massive gaming floor expansion and a new outdoor gambling area; in other words, the works. The Hard Rock's operators have projected that the face lift will be complete early in 2010.

03-Jan-2010, 08:02

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