The timeline for when those changes will come is less clear, however. “Just buying something and putting the Hard Rock brand on it was never in the options.” “I’m 100 percent committed to creating something new,” he added. “It is our intention that it will feel totally as a brand-new resort,” Hard Rock Chairman Jim Allen said in an interview Tuesday. And it intends to make its mark, as the company plans to build a new guitar-shaped hotel tower as part of the resort’s complete rebranding to the Hard Rock name.īut that means other attractions, including The Mirage’s artificial volcano along Las Vegas Boulevard and the Secret Garden and Dolphin Habitat, could go away with The Mirage brand as part of the transition. Hard Rock announced Monday that it is buying the operations of The Mirage from MGM Resorts International for $1.075 billion, a move that will put the Florida-based gaming company onto the Strip for the first time. The Mirage will become a “brand-new resort” once Hard Rock International completes the remodel of its soon-to-be acquired property on the heart of the Las Vegas Strip, the company’s chairman said Tuesday.
