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The move follows pressure from the company to increase its market share and further solidify its regional presence.
New Management in Atlantic City
The two positions have been filled by George Goldhoff and Mike Sampson, respectively, and their addition is subject to approval by New Jersey gaming regulators. Goldhoff is President of Hard Rock Casino Cincinnati, which changed its name a few years ago. Hard Rock International President Jim Allen commended Goldhoff for his efforts there. “In just three years after renaming our Cincinnati property, he was able to make this casino a market leader,” Allen said. This, combined with Goldhoff’s previous C-level and management experience, means the company feels it can lead the Atlantic City team into the “next era” of gaming and hospitality for Hard Rock in the area.
On the other hand, Sampson has experience with various gaming companies, including Seneca Gaming and Trump Entertainment Resorts. Interestingly, the Hard Rock Hotel and Casino in Atlantic City is actually the site of former President Trump’s Taj Mahal Casino. The failed casino was bought in 2017, and Hard Rock reopened in 2018. Hard Rock Atlantic City is attempting to become the number one market share in the region, and the company has worked hard to achieve that. The recent leadership change is only part of the overall plan and, indeed, not the only move the company has made recently.
Hard Rock Continued Investments
Hard Rock has long established itself as a leading name in the market, and its ambitions for AC are a natural extension of that. During the fourth anniversary celebrations, Hard Rock AC announced that their donations to charities exceeded $1 million. Last December’s Pinktober campaign raised over $1 million in grants for breast cancer research alone. Expansion, efforts to gain market share, and acquisitions generally involve significant investments, and Hard Rock has not failed to invest in its most valuable asset: its people. In September last year, the company increased wages for its 10,000 US employees.
The total investment was $100 million. Another notable investment by the company in the US gaming market was the acquisition of The Mirage. The offer was made some time ago, and Hard Rock ensured their plans for the venue were sorted out. – Remodeling and no immediate plans to close the property, which bodes well for both the company and current employees. Even when building new casinos, Hard Rock ensures that community support is at the top of the priority list. The full-fledged Rockford Casino is scheduled to launch in November 2023, but the operator has already contributed to a well-known local charity.
It’s called the Rockford Promise, and many locals acknowledge Hard Rock’s good faith.
