Revamped Hard Rock Atlantic Beach Bar to Launch this Memorial Day


As the nation begins to breathe life back into long, leisurely summer days, the Hard Rock Hotel & Casino Atlantic City is set to give guests a beach experience unlike any other. Memorial Day weekend, stretching from Friday, May 25, through Monday, May 27, will see the unveiling of a new beach concept at the iconic resort.

Hard Rock Atlantic City’s Beach Bar, an attraction that was first seen in 2023, endured significant damage due to progressive beach erosion. Now, the coming year of 2024 promises a slightly altered version of this beach lounge, with the guarantee of chair and beverage services for its esteemed guests and loyalty members remaining intact.

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When the natural beauty of the beach fronting the Boardwalk property began to succumb to the relentless ravages of time and weather, pleas to federal and state officials for restoration fell on stony grounds. Undeterred, the determined officials of Hard Rock rolled up their sleeves and took the matter into their own hands. The result was an aesthetically pleasing beach lounge – a place where guests and Unity rewards members can bask in comfort under umbrellas, lounging on recliners, all while enjoying temptingly refreshing beverage services.

Hard Rock Atlantic City President George Goldhoff conveyed his team’s fervor in preserving one of the city’s most entrancing lures: the beachfront. “The beach is one of our most cherished resources and our team has invested great effort in its preservation,” he mused. As summer aproches, beachfront conveniences were being prioritized for the guests’ enjoyment. Eager anticipation filled the air as the Memorial Day weekend drew closer, signifying the inauguration of Hard Rock’s oceanfront experiences.

There’s more to the revamp than just the beach, as Hard Rock announced an additional outdoor venue called ‘The Terrace’. Perched on the resort’s second floor, this veranda overlooks the mesmerizing Atlantic Ocean with the promise of live entertainment, sumptuously crafted cocktails, and a seasonable menu served in a comfortable table seating arrangement.

The real charm of Atlantic City’s casinos comes to life in the bustling summer months. Locals and tourists alike are attracted to the town’s greatest asset—its beckoning, sun-kissed ocean. Recent months, however, have seen Hard Rock expressing anger towards government officials, citing their delay in addressing the beachfront’s sand erosion, a situation worsened by the winter-storm-inflicted damage to the Boardwalk and especially the Beach Bar.

However, summer is where the magic happens for Hard Rock and its eight counterparts in town. Memorial Day rings the starting bell for the bustling summer, and Hard Rock has a shining roster of entertainers headlining their days to come. The notable names set to rock the Hard Rock stage include Mötley Crüe, Kelly Clarkson, Penn & Teller, Steve Martin and Martin Short, Snoop Dogg, Patti LaBelle and The Commodores, Frankie Valli & the Four Seasons, and Kesha.