It had everything you would expect for an opening of a Hard Rock Casino — guitars, fireworks and musicians.
On December 20, the newest addition to the venerable name celebrated its launch in Canada with a grand re-opening in Coquitlam, as thousands turned out to see the new Hard Rock Casino Vancouver.
For months, the former Boulevard Casino has been quietly transformed and re-branded into a Hard Rock.
While the nuts and bolts of the operation remains the casino, executive director Raj Mutti said the focus in the new facility will be on live music and entertainment.
“It’s a lot more than just being a casino. It’s more all encompassing entertainment and a great experience and great time for all our guests,” he told the Tri-Cities NOW, adding the new facility intends to offer something for everyone. In the first quarter, the casino has managed to book well-established musical acts like the Goo Goo Dolls and Blues Traveller, while arena rockers Our Lady Peace will play The Theatre on New Year’s Eve.
The casino’s re-branding was first announced early last summer in an attempt to broaden the facility’s appeal across all age groups.
In typical Hard Rock fashion, on display are decades of musical memorabilia — stage-worn clothing, gig posters and autographed photos — from the likes of Elvis Presley, Bruce Springsteen, Madonna and Pearl Jam. Mutti estimated the cost of the first phase of the project to be close to $15 million.
There are plans to build a hotel, something that has already been approved by Coquitlam city council, but officials are waiting to see how the first phase goes before starting on the second.
Throughout the opening night remarks, it was noted the difficulty the casino has endured in recent years — first from the recession in 2008 — and then from Port Mann Highway construction that followed.
Mutti suggested with the construction of the new bridge winding down and the economy on the rebound, it’s the perfect opportunity to launch the re-brand.
Michael Graydon, president and CEO of the BC Lottery Corp., credited casino officials with coming up with and following through on the new concept.
He said the new casino is starting to encapsulate what BCLC has been trying to create in the province over the last few years.
“It’s a unique place. I think it’s going to set a new standard in gaming in the province of British Columbia,” Graydon said.
Coquitlam Mayor Richard Stewart called the new facility “amazing,” adding the city, along with a host of community groups, has benefited enormously from revenue the casino provides.
Officials also touched on the controversial decision to change the name of the Red Robinson Show Theatre to The Theatre.
Officials said the casino is working with the legendary DJ on an interactive component for the facility that will be completed next year.
As for last Friday’s events, they featured a little of the old, and a lot of the new. Canadian pop rock band Hedley was the headlining attraction, followed by Canuck mainstays 54-40, who offered up a free show, while Bif Naked smashed a guitar to mark the opening ceremony.
