How will the Las Vegas Strip change by 2027 after a large-scale reconstruction?

Hard Rock International is launching the transformation of one of the most iconic properties on the Las Vegas Strip—the former Mirage hotel. The new project promises to be the largest transformation on the market in recent years and could change the structure of the city's tourism and entertainment space. But will Hard Rock be able to withstand economic challenges and set new standards for the resort industry?

The closure of a legend: Mirage marks the end of an era

For more than 30 years, Mirage was considered an iconic symbol of the Las Vegas Strip. It was here that famous shows, artificial volcanoes, and new entertainment formats first appeared. As experts from the Las Vegas Review-Journal note, the closure of the property in July 2024 was not just a rebranding, but the end of an era for the tourism industry.

Almost immediately after the closure of Mirage, construction work began on its site. Hard Rock, known for its innovative solutions in the hospitality industry, decided to waste no time in launching the new project as quickly as possible.

Reconstruction timeline

Construction at the Mirage site began on July 18, 2024. Less than a day after the old hotel closed, dozens of specialists and equipment arrived at the site. According to Hard Rock Las Vegas president Joe Lupo, the process is proceeding on schedule and within budget. The resort is scheduled to open at the beginning of the fourth quarter of 2027.

In an interview with the Las Vegas Review-Journal, Lupo emphasized that the team is supported by some of the best contractors and developers in the market. He noted that meeting deadlines and transparency are priorities for the company, especially under challenging market conditions.

Current market challenges

In recent years, the entertainment market in Las Vegas has been going through difficult times. According to data from the UNLV research group, in 2023-2024 the number of tourists decreased by 5%, and gaming revenues fell by almost 7%. Some major projects, such as Dream Las Vegas, were put on hold, while others reduced their budgets or implementation timelines.

Against this backdrop, Hard Rock's decision not only to avoid cutting plans but to expand the future resort stands out as unconventional. Joe Lupo claims that the company is confident in the long-term recovery of the market and sees the project as an investment in the city's future, not just a short-term commercial move.

Broadening horizons—new scale and functionality

Contrary to rumors about budget cuts, Hard Rock announced an expansion of the project. Now the Guitar Hotel will offer 675 rooms and suites, which is 75 more than originally planned. The pool area will increase by almost 50%, and the spa areas will nearly triple. Each of the two towers will have its own spa center, which was not previously planned.

Such an integrated resort concept means that guests will be able to receive a full range of services—from accommodation to entertainment and wellness programs—without leaving the complex. This approach is developing in line with the best global resorts, such as Marina Bay Sands in Singapore or Wynn Palace in Macau.

In today's environment, this concept is a necessary condition to maintain visitor interest. Today, land-based casinos face competition from online platforms that satisfy people's need for gambling entertainment. Often, they can offer a wider range of games than even the largest land-based casinos. For example, crash games are not available in either Las Vegas or Macau.

Such games are exclusive to online casinos, and this exclusivity is very popular. Aggregated information on the site Jet-X shows that the crash game Jet-X can be found on most major platforms. This is one of the factors increasing the attendance of online platforms.

In order to compete with online casinos, land-based gambling establishments need to offer more than just gambling games. Now, people come to casino areas for a full range of experiences. And Las Vegas is adapting to the times.

Addressing rumors and communication strategy

In recent months, many rumors have appeared in the market about possible reductions in investment volume and project scale. According to Lupo, these rumors are not true. He emphasized: "We are still expanding our offering, not cutting it." Transparent communication, as analysts note, helps build investor trust and market confidence, especially in times of uncertainty.

Hard Rock regularly publishes updates on key indicators and explains changes in architectural and planning decisions to avoid speculation and misunderstanding.

Innovation and the future

Although more than two years remain before the new resort opens, developers have already announced the creation of new entertainment zones, culinary concepts, and experimental services that have never before appeared on the Strip. The entertainment program, restaurant list, and other details are still being finalized.

Hard Rock is also considering options for integrating the resort with other key initiatives—The Sphere, the future stadium for the A’s baseball team, and the under-construction Brightline high-speed rail. This will create a unified area to attract tourists and increase the city's labor market potential.

Las Vegas dynamics and Hard Rock's contribution

In recent years, Las Vegas has become the stage for the largest investment projects in the hospitality market. Hard Rock, having invested in one of the most notable reconstructions in the history of the Strip, continues the trend of renewal set by projects such as Resorts World Las Vegas.

According to industry expert David Schwartz (UNLV), "the new Hard Rock is capable of becoming the heart of the renewed Las Vegas Strip and setting standards for other developers." It begs the question: will the Guitar Hotel become not only a magnet for tourists but also the city's new calling card?

Budget transparency and public reporting

Previously, the media reported a figure of $4.3 billion as the estimated cost of the project. However, an official Hard Rock representative noted that the company has not published such data. The reasons are internal information standards and a reluctance to speculate about the budget before key stages are completed. Transparency and gradual information disclosure are important for the brand's reputation and investor confidence.

What decisions will the developers make regarding the entertainment program? How will the resort interact with other initiatives in the city? Following construction updates and new plans promises to be especially interesting for everyone watching the transformation of Las Vegas and the future of the hospitality industry.