[379][380], In January 2004, the Nevada Gaming Control Board filed a three-count complaint against the Hard Rock for its past advertising, some of which was deemed sexually suggestive. [23] A two-day celebration was held to showcase the expansion,[47] which brought increased revenue. The suite measured nearly 3,000 sq ft (280 m2) and had its own outdoor plunge pool.[230]. In addition, around 520 of the Hard Rock's employees would be loaned to Golden Gaming for the casino operations. [81] The Hard Rock launched a successful email marketing campaign later that year. [20][21][22] The Hard Rock was built at 4455 Paradise Road,[23] at a cost of $90 million. Other items included an Elvis Presley jumpsuit and black acoustic guitar which were worth $300,000. Initially, the resort was to remain partially open during renovations, but it was determined that a full closure would be more efficient. [206][27] The resort's Viva Las Vegas Lounge featured a façade with screens showing music videos. Here's a look back at 25 years", "Hard Rock Hotel plans 'Last Great Party Weekend' before closing", "Hard Rock Hotel saying goodbye with 'Party Weekend, "Hard Rock Hotel is selling its furniture to the public", "Why Hard Rock Hotel in Las Vegas is selling its furniture", "Hard Rock Hotel staff holding on until the big shutdown", "Hard Rock memorabilia curator has front row seat to music history", "Music Memories Behind The Glass: Take a Hard Rock Memorabilia Tour", "Imagine Dragons, Hard Rock Hotel honor Chris Cornell's legacy", "Hard Rock Hotel remembers Chester Bennington", "6 memorable memorabilia displays at the Hard Rock Hotel", "Meet the man behind Hard Rock's memorabilia collection", "Hard Rock Hotel closes its Vegas run with a memorabilia celebration", "Hard Rock celebrates 25th anniversary with new memorabilia exhibit", "Hard Rock gambles on Vegas hotel-casino", "Hands on!

Drug use at Las Vegas casino nightclubs was becoming common. [250] It was announced in August 2010 that Wasted Space would close some time before spring 2011. [165], In 2012, the Hard Rock began hosting the annual AVN Adult Entertainment Expo, which would return to the resort each subsequent year.

One such ad featured a man and woman in seductive poses, accompanied by playing cards, poker chips, and the tagline, "There's always a temptation to cheat." Wasted Space had capacity for 400 to 500 people, and it had a less-strict dress code compared to other Las Vegas nightclubs. [297][298] The Culinary Dropout restaurant opened later that year, and featured a uniform-free wait staff. Approximately 12,500 people applied for jobs at the new resort, and 950 were selected to staff it. [388], The Hard Rock announced in March 2004 that it would fight the complaint, stating that the ads were protected under the First Amendment to the United States Constitution.

[148], NorthStar contacted 160 prospective buyers, and planned to have Navegante Group operate the resort in the event of foreclosure. [41][42] The purchase increased Morton's ownership to 90 percent, while the remainder was held by investors such as film producer Jon Avnet and MTV chairman Tom Freston. [162][163][131] The deal was finalized in March 2011,[131] and the debt was restructured to approximately $897 million. The resort is located on 16.7 acres (6.8 ha)[1] on the corner of Harmon Avenue and Paradise Road, about a mile east of the Las Vegas Strip. King, Eddie Van Halen, Chris Isaak, and Robin Wilson. [214][215] Only a small portion of the Hard Rock's memorabilia would be displayed at the resort upon its reopening as Virgin Hotels. It was announced that the show would end that year and relocate to Sahara Las Vegas in 2020, as a result of the Hard Rock's impending closure and renovation. We were the ones that set the standard. [361][362], By 2009, drugs and prostitution had become an issue at resort pools in the Las Vegas Valley. Construction was expected to begin in 2005, with completion of the first phase in 2006. "[247] The women's bathroom at the club consisted of 2,000 sq ft (190 m2) and included several vanity stations, as well as a $40,000 chandelier. [350][351][352], In July 2002, the Hard Rock settled a complaint with the Nevada Gaming Control Board and agreed to pay a $100,000 fine to the Nevada Gaming Commission. However, Morton reportedly did not want to approve the expansion while he was in the process of extending Harveys' management contract. 's, also added in the 1999 expansion. [236][235] The club offered memberships at a cost of $25,000 a year. The Hard Rock Hotel began as a joint venture between Hard Rock Cafe founder Peter Morton and Harveys. [14] Morton later said that Harveys did not want to proceed with the expansion because of differences with him. [10][11] Plans to build the project with Harrah's were later abandoned. The balance of any revenue from the casino would be placed in an escrow account which would go to Morgans once it became licensed to operate the casino. "[106] As part of the deal, Morgans retained the rights to use the 'Hard Rock' name for hotels and casinos in the Western United States and certain other territories. [407][408] In October 2004, the Hard Rock settled with the gaming control board and agreed to pay a $100,000 fine. The poor revenue was attributed to decreased consumer spending as well as disruptions caused by the ongoing expansion work.

[59][60] The Hard Rock tried to stay competitive by paying for top-dollar musicians such as The Rolling Stones and Ozzy Osbourne. [106] In 2004, the resort launched a public pool party known as Rehab, which became a successful, annual event until its end in 2018. [255] The venue also hosted stand-up comedians such as Tom Green, Andrew Dice Clay, and Steve-O. [142] The extension was granted at the end of 2009. The club subsequently sat vacant on Tuesday nights, as it often did on Mondays. [377][382][383] The complaint carried a potential fine of up to $300,000. [127] In addition to a parking garage, the former apartment land would also be used for the new hotel towers. The expansion was scheduled to begin construction in October 2007 for completion in mid-2009, although renovations to the existing hotel rooms and restaurants began immediately. And every city, resort and casino hotel is tuned-in to the culture, from the … [239] In its first year, Wasted Space hosted independent musicians on Tuesday nights before largely scrapping such acts in 2009. Magic Mike Live debuted at the club in April 2017, and 500 shows were performed within a year of its opening. [a] Richards resigned his position as general manager in September 2001, and the hotel was subsequently operated by a committee of executives until the following year. [190] JC Hospitality became the majority owner of the resort. The resort denied that the ad was meant as a sarcastic response to Nevada gaming regulators. Through the deal, Hard Rock Hotel lender Brookfield Asset Management would also invest additional capital in the resort and take over the stake held by Morgans. [14][40] The sale was approved by the Nevada Gaming Control Board and the Nevada Gaming Commission in October 1997. [312], The Hard Rock had several retail stores. [164] The Hard Rock Hotel experienced another year of financial loss in 2011, because of the poor local economy and new competition from the Cosmopolitan of Las Vegas, which targeted the same demographic of young, hip people.

[136] The Hard Rock planned to hire 1,200 people to operate the new additions to the resort.

[203] For example, items relating to a specific singer would be put on display following the singer's death. That month, Morton had plans for an expansion that would include a new hotel tower, a six-story parking garage, a health spa, and an enlargement of the Hard Rock Beach Club. To convert your property into a Hard Rock Hotel and explore Franchise Opportunities, please contact us at hotels@hardrock.com or click here to meet the Development Team. [343] A confidential settlement was reached between the two later that year.

[203][210][211], As of 2011, one of the most photographed and recognizable items in the collection was a British flag dress that had been worn, more than 15 years earlier, by Geri Halliwell of the Spice Girls. [356] Other patrons also filed lawsuits against Hard Rock security guards over the years, alleging issues such as assault and false imprisonment. [115] In November 2006, Morgans announced that it had signed an agreement with Credit Suisse's DLJ Merchant Banking Partners to help finance its purchase of the Hard Rock. [341] The music video for Sean Paul's 2011 song "Got 2 Luv U" was also filmed partially at the hotel and Vanity. The store measured over 3,600 sq ft (330 m2), more than three times the size of its predecessor. Other music-themed features included a piano-shaped roulette table and a chandelier made of gold saxophones. When the Hard Rock closed Rare 120 in July 2011, the resort was sued by the Dolce Group, which alleged that the restaurant suffered low revenue because of various cost-cutting measures and management changes ordered by the resort.

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