Isleta Casino And Resort Changing To Hard Rock Type Gambling

Struggling casinos around the US are looking for ways to jump start their business. The Isleta Casino and Resort in Albuquerque, New Mexico, believes they have found a way to start bringing more customers to their establishment.

Sometime within the next year, Isleta will be renamed and re-branded under the Hard Rock name. There are six other Hard Rock Casino Resorts in the world, including two in the state of Florida, and one each in Biloxi, Tulsa, Las Vegas, and Macau.

It will be a contrast in styles to what the residents of Albuquerque are used to. The Hard Rock brand is well known for their American cuisine and musical atmosphere. Whether or not that will work in New Mexico is the question that is on the minds of many.

"This is a big risk that management at Isleta is taking," said Gaming Analyst Brad Dawkins, "If the people of New Mexico take to it, it could be huge financially, but if they reject the different style, it could end up with devastating effects."

One of the benefits of the new Hard Rock Casino will be the addition of jobs. The recession has hurt New Mexico economically much like it has in other states, and additional employment opportunities will be welcomed. Hard Rock officials believe that this will be a marriage made in heaven.

"You will have exclusivity in the state," said Hard Rock Vice President of Development Matt Raine, "Other people won't be able to duplicate this experience. There won't be fifteen Hard Rocks in the West. There will be five or six, and this is the first."

October 17, 2009
Posted By Terry Goodwin
Staff Editor, CasinoGamblingWeb.com
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