MGM Resorts International Announces Its Rebranding Strategy for Hard Rock Rocksino Northfield Park


  • Jeff Niesel
Earlier today, MGM Resorts International announced the changes that will take place once its acquisition of Hard Rock Rocksino Northfield Park closes in April. The rocksino will be rechristened MGM Northfield Park at that time.

“MGM Resorts is proud to work alongside the 950 dedicated employees during this transition. MGM Northfield Park is situated in a great location within a vibrant community and offers wonderful amenities — from dining and entertainment venues to gaming, harness racing and retail options” says Chris Kelley, President, MGM Northfield Park, in a press release announcing the changes. “Through the dedication and hard work of this team, the Rocksino and harness track have established themselves as market leaders and we are excited to begin this new journey together.”

Other changes include the following: Hard Rock Café will become the TAP Sports Bar; Fresh Harvest Buffet will transform into the Buffet and “bring the tradition of the Las Vegas buffet experience to the heart of MGM Northfield Park”; Constant Grind will be rebranded the Roasted Bean; and Center Bar will become the Center Bar and Lounge.

Hard Rock Live, the concert venue that has hosted musical acts ranging from Dolly Parton to King Crimson over the past few years, will become known as Center Stage. It will continue to operate as a concert facility, and the smaller room currently called Club Velvet will become the Neon Room.

“It has been an absolute pleasure working with the Hard Rock team during this transition," Kelley says. "They have created a successful and special destination with a terrific team and they have our commitment that we will uphold the high standards they have set.”

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