Hard Rock Atlantic City’s Beach Bar Faces Uncertain Summer

By Jane Shaw Senior Editor Updated: 03/30/2024

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Hard Rock Atlantic City

Atlantic City’s Hard Rock Hotel & Casino may be forced to keep its popular Beach Bar closed this summer season due to extensive damage and significant beach erosion caused by severe winter storms. The resort’s executives are urgently calling for emergency repairs to be made in time for the peak summer months.

If these measures are unable to be brought in, the casino is at risk of significant financial difficulties this year, as the Beach Bar is, historically, a major money maker for the resort.

Extensive Damage to Hard Rock Beach Bar

During a recent meeting of the Clean and Safe Atlantic City community initiative, Hard Rock Atlantic City’s General Manager Mike Sampson revealed the full extent of the damage to the property’s beach amenities. He warned:

If we don’t get some action taken very, very quickly, this looks like this is going to be a post-summer project, and we will not be able to resume the same type of beach operations that we had in the past.

Images of the beach bar show its deck partially collapsed into the sand, with other areas roped off for safety. The erosion has also impacted neighboring businesses, including the Steel Pier and Resorts’ Landshark Bar, which share concerns about the state of the beach this summer.

Emergency Measures Needed to Make Coastline Safe

The Hard Rock’s beach bar, a popular spot for guests to enjoy tropical drinks and stunning ocean views, is situated between the Steel Pier and Resorts’ Landshark Bar. However, the extensive beach erosion has created sand cliffs and gaps along the coastline, making repairs impossible without emergency replenishment. It’s both ugly, and dangerous – so, as it stands, there is simply no way that customers would safely be able to access the beach.

Sampson went on to state that he’s spoken to Sen. Cory Booker’s office and the mayor’s office in an attempt to receive emergency relief funds for beach replenishment prior to the summer.

While Atlantic City officials have stated that the U.S. Army Corps of Engineers typically handles beach replenishment projects and is currently assessing construction plans; there is, at the time of writing, no timeline. This leaves the Hard Rock and other businesses in limbo, unsure if the beach will be ready for the critical summer season.

The Hard Rock Hotel & Casino, which was acquired by Hard Rock International in 2017 after previously operating as the Trump Taj Mahal, has invested heavily in renovations to establish itself as a premier destination in Atlantic City. The current beach issues are a major blow for the company, as with summer just around the corner, Hard Rock executives are anxiously awaiting a decision on who will restore the beach and enable them to repair and reopen the damaged Beach Bar.

The coming weeks will be crucial in determining whether the city will bring in the required emergency measures to allow the beach – and Hard Rock’s Beach Bar – to open in time for Atlantic City’s busiest period.