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Onerous Rock Worldwide has been working The Mirage for practically three months, however any vital signal that it’s beneath new possession might be seen in a number of spots contained in the hotel-casino.
That’s as a result of a lot of the preliminary alterations have occurred behind the scenes — operational modifications resembling transferring the human assets division on-site, altering the IT and reservation system to Onerous Rock applications and incorporating its Unity loyalty rewards program. However the hotel-casino’s leaders say they’re beginning to make the property their very own.
Joe Lupo was tapped to be the president of the long run Onerous Rock Lodge Las Vegas and is main it by its remaining years beneath The Mirage model. With a resume that boasts management roles at Onerous Rock properties, together with in Atlantic Metropolis and Tampa, Florida, Lupo mentioned he’s targeted on growing gaming quantity and supporting a cohesive staff.
Lupo gave an unique tour to the Overview-Journal on Wednesday, highlighting short-term modifications that’s deliberate for the storied hotel-casino.
Gaming quantity
The most important change on the property would be the development of a guitar-shaped lodge. The 600-room, 660-foot-tall undertaking — accepted Wednesday by the County Fee — will exchange The Mirage’s volcano attraction alongside Las Vegas Boulevard and it’ll convey Onerous Rock’s well-known music branding to the Strip skyline. However it’s a sight that’s a number of years away.
Whereas Lupo declined to share extra particulars concerning the tower, within the meantime, he mentioned, Mirage guests can anticipate to see extra gaming choices.
Onerous Rock shall be including slot machines, small pits and digital desk video games to numerous spots within the on line casino as a part of its mission to drive up gaming quantity. For instance, a six-table pit was not too long ago added to the BetMGM Sportsbook, the place it may possibly capitalize on guests lounging to observe video games throughout March Insanity and different main sporting occasions, he mentioned.
Close by, a brand new baccarat lounge will open March 31 with further tables and a small pod of slot machines.
“Sometimes, Asian gaming may be very social so we’ve got grouped them,” he mentioned.
Elsewhere, extra slot machines shall be added close to the entrance of the property in April and Could and a wall shall be constructed to cover the now-closed buffet, with slot machines then added alongside the wall. Additionally, a desk video games pit close to The Love Theatre, the place Cirque du Soleil’s Beatles Love performs, was cleared out and changed with slots and digital desk video games to maximise on the midweek present crowd that walks by when stay tables are closed.
The elevated give attention to video games is a part of the corporate’s progress technique. Executives advised the Nevada Gaming Fee in December the on line casino ground will develop to 174,000 sq. toes, up from 94,000 sq. toes, with 1,164 extra slot machines and 161 extra desk video games.
“A lot of Vegas is about non-gaming income, however we consider we are able to get that again at The Mirage,” Lupo mentioned.
A locals program on the Strip
An “aggressive advertising marketing campaign” to Las Vegas locals can also be within the works.
The Mirage can have midweek joyful hours, add free parking Monday by Thursday and supply reductions to spa packages and midweek performances of The Beatles Love and magician Shin Lim’s Limitless.
Lupo mentioned he noticed a chance to draw extra locals when he realized how precious the entry to Spring Mountain Street might be to a free parking program. He seen that even when the Strip is closed for particular occasions, Spring Mountain is usually stored open.
“I used to be right here a very long time in the past when there have been solely 1,000,000 individuals right here, and now there’s nearly 3 million within the valley,” he mentioned. “So there’s a chance to talk to the locals. After I go to locals properties, I see The Mirage as a property that may simply compete with different native properties.”
Lupo considers himself an area. He graduated from UNLV in 1986 then labored at Boyd Gaming and the now-demolished Stardust, earlier than leaving Nevada in 2003.
Leisure and the Onerous Rock model
Onerous Rock can also be taking a look at methods to include stay leisure.
The operators added phases on the Middle Bar and Parlor Cocktail Lounge to start out 365 Dwell, a nightly stay music program.
The property’s comedy exhibits shall be rebranded to “Middle Stage Comedy,” altering from the MGM-owned Aces of Comedy. A brand new fall lineup can also be anticipated, Lupo mentioned.
Moreover, Onerous Rock will take a shuttered restaurant house and switch it into the Plum Lounge, a gamers lounge for top-tier Unity cardholders. A second shuttered restaurant shall be used to host blackjack and slot tournaments.
“We pushed the envelope a bit of bit with stay bands each night time and that’s one thing new,” Lupo mentioned. “I hope they see new vitality.”
McKenna Ross is a corps member with Report for America, a nationwide service program that locations journalists into native newsrooms. Contact her at mross@reviewjournal.com. Comply with @mckenna_ross_ on Twitter.
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