Harrah’s Atlantic City is Remodeling the Harbor Hotel Tower and Rebranding it the Coastal Tower

Caesars Entertainment (CZR) continues to reinvest in its Harrah’s Resort in Atlantic City. After a remodel of the Pool, completion of its new convention center, drawing Gordon Ramsey Steak to replace its aging steakhouse and revamping its coffee shop, Harrah’s is in the midst of a total remodel of its Harbor Tower.

The Harbor Tower was one of the first hotel towers at Harrah’s and was in bad need of a remodel. All hotel rooms in the tower will be remodeled. Harrah’s brought in MPM Studios to help with the design.

After the remodel is complete, the hotel tower will be rebranded the Coastal Tower. The newly redesigned tower will boast 507 hotel rooms with approximately 450 square feet of living space each and a focus on technology. Rooms will be equipped with both WiFi as well as hard-wired internet, something that business travelers crave, as well as 55-inch TVs.

This is a much needed upgrade. The old Harbor Tower was definitely showing its age.

With new competition in the Atlantic City market, the legacy casinos definitely need to make changes to keep up with the hip Hard Rock and the modern Ocean Resort. Based on revenue statistics released earlier this month, these two newcomers in AC, especially Hard Rock, are eating in to the legacy casinos’ market share.

The remodel of the Harbor Tower follows the 2017 revamp of Harrah’s Bayview tower. In that project, Harrah’s redecorated 444 hotel rooms.

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Caesars Entertainment has been spending heavily on renovating its hotel rooms, especially in Las Vegas. Here’s an overview of the hotel room remodel projects that Caesars completed since 2015:

In addition to these completed hotel remodel projects and the ongoing remodel of the Harbor Tower at Harrah’s Atlantic City, CZR is planning several additional hotel room renovations:

  • Paris Las Vegas – remodel of 1,596 rooms starting in 2018
  • Harrah’s Las Vegas – remodel of 918 rooms in the Mardi Gras Tower, beginning in 2019
  • Flamingo Las Vegas – remodel of an addition 1.075 hotel rooms, with no determined start date yet
  • Caesars Palace Las Vegas – remodel of 453 hotel rooms in the Forum Tower, with no determined start date yet

With all of this capital expenditure on hotel rooms, CZR is making a serious investment to remain a leader in the gaming market. This is needed since the competition, both in destination areas such as Las Vegas as well as local markets, is only getting stronger.

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