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Casino targets those who want to rock, roll the dice

Published Oct. 13, 2005

Founders of the Hard Rock Cafe plan a $75-million hotel-casino here that will be "a walk on the wild side," with guitar-shaped gaming tables and memorabilia to draw a new genre of gamblers. "We did a lot of marketing studies," Hard Rock founder Peter Morton said Wednesday. "Everything gave us an extremely strong indication that there are a lot of 30-year-olds in America who go to Bruce Springsteen concerts and like to gamble."

In a city known for glitz and glitter, Hard Rock officials say they are leaving nothing to chance. The 12-story Hard Rock Hotel Casino will feature a circular bar topped by a revolving classic Cadillac.

The gaming parlor also will display a replica 130-foot Fender electric guitar smashed into the roof. The resort will be bathed in rock music, from the lobby to the parking garage, the company said.

It will be built beside the Hard Rock Cafe that opened just off the Las Vegas Strip last September to better-than expected business.

Morton expressed confidence that a rock motif will work in the gaming mecca.

Las Vegas, amid an unprecedented hotel building boom, drew a record 20-million visitors in 1990, and visitor count for 1991 is running ahead of year-earlier figures.