Jack casino alexander

Hard Rock will emblazon its name on Cincinnati's skyline by next spring as part of a $30 million to $50 million overhaul of the Jack Casino, executives told The Enquirer.

The makeover includes a Hard Rock Café in the old Margaritaville restaurant. Later improvements and upgrades could include a hotel and other amenities.

Jon Lucas, Hard Rock's No. 2 executive, told The Enquirer the upgrades are essential for the company's plans to transform it into Ohio's No. 1 gambling destination.

"Our goal is to lead the state," Lucas said. "The thing is if you have a first-class facility and take care of guests, somebody may fail but it won't be us."

Other upgrades and changes in the works include:

• converting the steak house into Hard Rock's Council Oak Steaks & Seafood;
• switching the buffet restaurant into a Fresh Harvest Buffet;
• upgrading the seating for indoor concerts;
• new carpeting and interior décor, including rock-themed memorabilia;
• enhanced VIP parking and adding drop-off space for customers using Uber or Lyft.

While the company has replaced less than half a dozen top property managers, it doesn't expect major payroll changes. The company plans to refresh and update some of its slot machines but doesn't plan major changes to the number of machines or tables.

Lucas said Hard Rock is "evaluating" its newly-acquired property and the surrounding market for the potential addition of a hotel in later improvements.

While Cincinnati is a notoriously crowded gambling market with seven casinos or racinos in Greater Cincinnati – including three riverboat casinos in Southeast Indiana, Lucas said Hard Rock already competes in tough markets and is not daunted. He noted Ohio's current No. 1 gambling outlet is the flagging racino Hard Rock took over and turned around outside Cleveland before selling it to MGM.

Lucas, who has family that lives in the area, said it's an exciting time for Hard Rock to come to Cincinnati.

"Downtown Cincinnati is really pretty cool with lots of great places to go and everything is within walking distance," Lucas said. "It's undergoing a renaissance - that's inching toward the casino."

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