Hard Rock International, known for its rock and roll-themed hotels and casinos, has announced plans to rebrand the iconic Mirage Hotel & Casino in Las Vegas. The decision comes as part of a larger strategy by Hard Rock to expand its presence in the Las Vegas market and attract a younger, more modern clientele.
The Mirage, which opened in 1989 and was once considered one of the most luxurious resorts on the Las Vegas Strip, has struggled in recent years to keep up with the competition. With its outdated decor and lackluster amenities, the hotel has been overshadowed by newer, trendier properties such as the Cosmopolitan and the Wynn.
Hard Rock, known for its unique blend of music, entertainment, and hospitality, aims to breathe new life into the Mirage with a complete rebranding effort. The company plans to strip the hotel of its tired tropical theme and give it a fresh, rock and roll-inspired makeover. This will include new decor, revamped restaurants and bars, and a state-of-the-art entertainment venue to host live music performances.
“We see this as an exciting opportunity to revitalize a Vegas icon and bring something fresh and exciting to the Strip,” said Jim Allen, CEO of Hard Rock International. “Our goal is to create a destination that not only appeals to longtime Mirage guests, but also attracts a new generation of music lovers and entertainment seekers.”
In addition to the rebranding, Hard Rock also plans to make significant upgrades to the Mirage’s gaming facilities, including the addition of new slot machines, table games, and a high-limit gaming area. The hotel’s pool area will also be revamped to include a new beach club and cabana area, as well as a larger fitness center and spa.
The rebranding effort is expected to take several months to complete, with a grand reopening tentatively scheduled for early next year. In the meantime, the Mirage will remain open to guests, with some areas undergoing renovations while others operate as usual.
The announcement of the rebranding has already generated buzz among Las Vegas locals and tourists alike, with many eager to see how Hard Rock will transform the iconic Mirage. With its blend of rock and roll flair and high-end hospitality, the reimagined hotel is sure to make a splash on the Las Vegas Strip.
