The Casino File
By Chuck Darrow
Earlier, we took a look at the overall entertainment strategy at Hard Rock Hotel & Casino with an emphasis on the year’s headliner programming.
But big-name, big-ticket shows are actually more of the dessert at the massive adult playpen that sits on the Boardwalk opposite Steel Pier. The meat-and-potatoes part of the sonic meal Hard Rock serves up is what the folks there call “365 Live”—as in live music 365 days a year.
Not a day goes by that someone isn’t strumming a guitar, pounding a drum kit or tickling piano keys in at least one of three “Vibe Stage” venues: Lobby Bar, the lounge at Council Oak Steak & Seafood and Hard Rock Café. While it makes sense for a gaming company whose entire brand was built on music to emphasize live presentations, that’s not the only thing driving the policy.
“When we think of the Vibe Stage programming, the first thing that comes to mind is the energy,” explained Michael Woodside, Hard Rock’s vice president of entertainment. “Especially the location of where our Vibe Stages are.
“If you notice, Lobby Bar is located by a main thoroughfare of the property. So, it’s really setting the tone for the rest of people’s time here.
“Whether it’s at the Lobby Bar or over at Council Oak, which is by another entrance to the building, we want to make sure that we’re starting people’s visit out with positive, high energy so they know they’re in for a good time. That is the most important thing.”
Another reason daily live-music offerings—most notably at Lobby Bar, which is the only space that features performances seven days a week—are such an important part of the gaming hall’s business plan is as a lure for meetings and conventions.
“Our convention business is so important to us, which is why we focus those efforts midweek,” offered Woodside. “Mondays through Thursdays, we’ll have several thousand room nights occupied by conventiongoers, and we want to make sure we’re providing them with the right experience.
“People come here…not because we have meeting space; everyone has meeting space. But we’ve got meeting space, plus we’ve got live music, plus we have great restaurants and bars. So, we want to make sure that we’re giving them the kind of experience they deserve on a Monday through Thursday.
“This is their time out with all of their peers and coworkers. We want to make sure that we’re catering to that midweek business.”
Out-of-towners aren’t the only people who figure in the live-music calculation. The strategy is also aimed at locals, particularly one significant group.
“There are a lot of [gaming] industry folks [for whom] Monday is their Saturday night, and we want to make sure that we cater to those folks as well,” reasoned Woodside. “So, we give them the experience on a Monday that you would expect on a Saturday.”
Not surprisingly, the talent roster is not monolithic, and acts are booked in keeping with the specific room. Lobby Bar specializes in bands whose job is to create and maintain a party atmosphere conducive to dancing and general revelry. It’s here that regional favorites such as The Billy Walton Band, Tokyo 3 a.m., Garden State Radio and the Sensational Soul Cruisers can be seen on a semi-regular basis. In all, Woodside estimated he has about 50 groups in rotation, but said he’s always on the lookout for additions.
However, Woodside noted that the amps aren’t always cranked to “11” in the space that connects the hotel reception area to the casino.
“A lot of it is based on time of day. So, at 4:00 on a Saturday afternoon, we’re not blasting the loudest dance-along hits. Maybe it is a duo or a trio, and it’s more background music.
“Perhaps you’re checking into the hotel, and you want to have a quiet cocktail with a [duo or trio] playing. At night, when people are looking for more of a nightlife experience, the setlist amps up quite a bit; the beats-per-minute get a little bit higher. And we put a DJ in as a set-filler. We try to make sure our evening programming is more about getting people up and dancing and enjoying the nightlife aspect of the property.”
On the other hand, he continued, the music at the Council Oak lounge is purposely quieter and designed to enhance the dining experience as well as to create a more romantic, sexy atmosphere.
The Hard Rock Café offers everything from tribute bands to “dueling piano” attractions.
According to Woodside, he and his staff are always considering public opinion when booking musicians.
“Our customers are not afraid to give feedback, both good and bad,” he said, “and we love that. We love that they give us the chance to make sure we provide the best experience possible.
“A lot of folks will reach out to us, they’ll send us an email, they’ll reach out to me directly or DM us on Instagram. We’re always listening to people’s feedback.
“I also care a lot about the opinion of our bartenders, who are experienced and speaking to customers all the time. I care about our bar supervisors and managers. I care about speaking to our frequent guests. It’s important that we’re always listening to our customers and trying to create a strategy around what we think they’re looking to experience here.”
New address for funnyman Maniscalco
After some 10 years and dozens of performances at Borgata Hotel, Casino & Spa, comedy megastar Sebastian Maniscalco has a new local address. The Chicago-born gagster has booked eight shows on two successive weekends: Sept. 18-20 and 25-27. For tickets, go to ticketmaster.com.
