Hard Rock Casino Rockford celebrates 1st year as it preps for a second act

By Kevin Haas
Rock River Current
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ROCKFORD — Hard Rock Casino Rockford celebrated its first anniversary on Wednesday as leaders say they’re busy working behind the scenes on what’s to come in the second act.

The casino, 7801 E. State St., is hosting an eight-hour, private party today to honor its roughly 1,000 team members. The party is designed to stretch across every shift with games, food and drink, a DJ, giveaways and other activities.

Casino leaders touted Hard Rock’s effect as an economic engine since opening its doors Aug. 29, 2024. That includes generating more than $36 million in gaming tax revenue for state and local governments, including about $8.4 million that went to Rockford, Winnebago County, Loves Park and Machesney Park through July, according to the most recent monthly data from the Illinois Gaming Board. Rockford gets 70% of those funds, spending it on Rockford Promise college scholarships, economic development initiatives, police and fire needs and pension costs, among other uses.

“There’s a lot of things that we think we did great in Year 1, and there’s always stuff that we want to do better and more of. We’ll just continue refining our opening year of operations and getting better,” Geno Iafrate, president of Hard Rock Casino Rockford, told reporters shortly after cutting an anniversary celebration cake with resident Rock & Roll Hall of Famer Rick Nielsen.

Nielsen, who is home before Cheap Trick resumes tours stops in California and Japan later this month, posed for photos with employees during an afternoon appearance at the party.

Iafrate said that behind the scenes Hard Rock is working on expansion plans and new amenities on the horizon.

“Not quite ready to talk about them, but we’re working really hard behind the scenes to make sure that our second act here at the Hard Rock is something that’s as impressive or more impressive than what you see today,” he said.

Iafrate didn’t elaborate on what’s in store, but what’s already clear is the casino’s intent to add a hotel to its property. There isn’t a set timeline for that. The only rough estimate Iafrate has given is his promise to retired women’s baseball icon Maybelle Blair that he’d do his best to have it ready in time for her 100th birthday on Jan. 16, 2027.

Hard Rock has been the third most visited of Illinois’ 17 casinos this year, trailing Wind Creek Chicago Southland and Rivers Casino in Des Plaines. Ho-Chunk Nation is expected to open its Beloit, Wisconsin, casino next summer.

“Competition is at our doorstep,” Iafrate said. “The goal is to work harder, grow and expand our footprint, and continue to be the dominant gaming and entertainment destination in the region.”

Iafrate said some of his points of pride in the first year not just major musicians such a as Teddy Swims, but the number local and regional bands that are able to showcase their talents on the Hard Rock Cafe and Council Oak stages multiple nights a week. He also points to the large number of “Day 1 team members” who have been with Hard Rock since the start of its Opening Act on Nov. 10, 2021.

“It’s amazing for the community, and it’s bringing a lot of people to Rockford,” said Christine Braconier, Hard Rock’s purchasing manager, who is one of those Day 1 employees. “I absolutely love the brand, and because I do all the buying it’s very fun seeing all the new products coming out, dealing with all the food and beverage.”

Michele Bartz, who works in housekeeping and is another Day 1 team member, said she’s enjoyed all the new people she meets on the job.

“It’s been a great experience,” Bartz said. “It’s a great change for this community.”

Hard Rock has an annual payroll of more than $40 million. It has attracted more than 3 million visitors since the Opening Act debuted in late 2021, including about 1.5 million at the permanent venue.

“Hard Rock has been a great partner to Rockford,” Mayor Tom McNamara said in a statement. “One of the most meaningful ways this revenue is put to work is through Rockford Promise, which helps send students to NIU tuition free.

“Investments like this change lives, strengthen families and build a brighter future for our community. We’re excited to see Hard Rock continue supporting Rockford and the many families and businesses that call it home.”

Hard Rock features 1,300 slot machines, 50 live table games, a dedicated poker room, full-service sportsbook, a retail shop, a live entertainment venue and two other performance stages connected to two of its seven restaurants.

The casino earned six Chicagoland’s Best awards in May from Casino Player Magazine, including honors for best new restaurant, best pizza, best happy hour, best overall entertainment, best place to see a concert and best place to people watch.

“For everybody that gets off Exit 15 to look right at Rick’s guitar and right at the Hard Rock as a welcome to Rockford, we’re proud of it,” Iafrate said. “We don’t take it for granted. We’re humbled by it, and we take that responsibility very seriously. We can’t wait to celebrate year two, three, five, 10 and so on. It’s a great start. One year down, a lot to go.”

This article is by Kevin Haas. Email him at khaas@rockrivercurrent.com or follow him on X at @KevinMHaas or Instagram @thekevinhaas and Threads @thekevinhaas