Of course I couldn’t resist the headings when writing this article on the Hard Rock Casino in Paradise Road, Las Vegas, the place for all the hip Vegas visitors who enjoy great live bands, a few beers and racy casino atmosphere. In general people go to the Hard Rock to get entertained and have a flutter that doesn’t harm anyone. In other words, the place is a 21st century casino.

The hard place is the action from high-rollers with million dollar credit facilities who can cause more than one problem to all but the biggest gaming operators. Like many other casinos, the Hard Rock has recently decided upon a policy of not catering for these casino ‘whales’. A good run by any of these players can hurt the whole P&L stats for the quarter - at the end of 2002 a player won $3 million. Credit lines of $10,000 to $250,000 will, however, still be welcome and this means more financial stability for the quarterly figures and less of a headache for the operators.

The rock may well be the slot machines that are Jimi Hendrix themed. The Hard Rock Casino appeals to the young and the young-in-heart and has bucked the current trend of slots over tables, finding that many of its younger customers prefer to play blackjack, craps, pai gow or roulette. There is the Peacock Lounge for triple digit stakes with Hendrix’s Peacock feather waistcoat on show, and the Fender Room for high stakes slot machines.

Sports Bar facilities and a Sports Book are provided in Sports Deluxe. High roller booths have touch-screen betting terminals and televisions set in the tables. A huge variety of sports are on offer. Also aimed at the youthful clientele is Swim-Up Blackjack where the game of 21 can be enjoyed without even leaving the pool. The Back Stage Pass points system allows for discounts, meals and rooms and, as a deterrent to bad behaviour, the management may withdraw the privilege at any time.

Third quarter profits for the company were $3.4 million, although table game revenue was down from the lower table game play. However, revenue from tables was more than double that from slots, making $9.9 million. The Hard Rock still maintains the image with which it became famous, and continues to attract players who know and like what they find in Paradise (Road).

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