The company is spending over $30 million on entertainment in Atlantic City this year, in addition to $50 million more on the casino floor, hotel rooms and other upgrades. In Atlantic City, Hard Rock will host 27 headliner shows in June alone.

The company owns the largest collection of music memorabilia in the world, some 84,000 pieces distributed among its hotels, casinos and restaurants. Globally and locally, Hard Rock has built its brand upon the twin pillars of hospitality and entertainment. Hard Rock and Ocean, along with the Borgata, are the top-performing casinos in Atlantic City, creating a triumvirate that is increasingly pulling away from the city's other six casinos. It opened in June 2018, on the same day as another revamped casino, the Ocean Casino Resort, which is the former Revel casino.

Hard Rock is the renovated successor to the Trump Taj Mahal casino. “Sometimes the last 10% is more difficult to achieve than the first 90%,” said Goldhoff, who has been on the job for about 60 days.