ROCKFORD ROCKS!
Hard Rock Casino Rockford sets the stage for unforgettable gaming and entertainment
By Lisa Robertson-Dziedzic
The Seminole Tribe of Florida is renowned for creating exceptional properties and continues to expand the Hard Rock brand globally with bold vision and unparalleled excellence. On Aug. 29, Hard Rock Casino Rockford officially opened its doors in Illinois, unveiling a $350 million, 175,000-square-foot entertainment complex, marking another milestone in their impressive portfolio. The highly anticipated grand opening celebration featured iconic performances by Joan Jett and the Blackhearts, Akon, Brad Paisley and famed Rockford native Rick Nielsen of Cheap Trick, culminating in Hard Rock’s signature guitar smash.
The new state-of-the-art property boasts more than 1,300 slot machines, 50 live table games including a live poker room, a sportsbook with live betting windows and 24/7 betting kiosks and the 1,600-seat Hard Rock Live venue, already drawing attention with world-class performances.
“It’s an incredible feeling to finally welcome guests to Hard Rock Casino Rockford,” said Geno Iafrate, president of Hard Rock Casino Rockford. “The opening of this entertainment powerhouse is the culmination of hard work and a shared vision. We’re excited to offer a one-of-a-kind experience right here in Rockford.”
Located just off I-90, the new permanent casino is ideally positioned approximately 90 miles northwest of Chicago and 70 miles south of Madison, WI. For visitors, the stunning property is impossible to miss from the roadway. A 63-foot version of Rick Nielsen’s signature checkerboard guitar greets guests at the entrance, and inside, guests are welcomed by a custom chandelier inspired by Nielsen’s guitar. Equipped with color-changing lights, the chandelier is programmed to sync with music, offering a taste of the excitement that awaits before stepping onto the gaming floor.
The casino floor is a vibrant blend of modern innovation and timeless appeal. It features the latest video slots alongside beloved classics like traditional reel machines and video poker, ensuring there’s something for every type of player. The gaming area showcases a fresh, contemporary design enhanced by music memorabilia that visitors can explore and admire. You’ll find instruments from Neilson’s personal collection on display, adding a unique personal touch to the space. A standout feature of the casino is the raised floor system—a game-changing innovation that allows for seamless reconfiguration of slot banks and layouts. This flexibility enables quick adjustments based on guest movement and traffic flow, ensuring a more enjoyable experience for all.
Hard Rock Casino Rockford is more than just a gaming destination, it’s a culinary journey, with seven unique dining options that cater to every taste. The Marketplace, located just off the main gaming floor, welcomes guests with a vibrant atmosphere that celebrates local cultural diversity. This neighborhood-inspired gathering place is home to several eateries, including Constant Grind, where you can start your day with freshly brewed coffee, pastries and indulgent chocolates. For a taste of authentic Mexican flavors, Street Tacos offers a menu filled with unique dishes, complemented by refreshing aqua frescas. Meanwhile, Brick’d Italian Kitchen serves up classic Italian favorites, from mouthwatering pizzas to traditional pasta dishes, all crafted with care and the finest ingredients.
For those seeking a more upscale dining experience, Council Oak Steaks & Seafood offers a chic atmosphere and timeless American steakhouse fare. Originally made famous at the Seminole Hard Rock Hotels & Casinos in Florida, the menu at Council Oak features USDA prime cuts of beef, delectable seafood selections and more, all cooked to perfection on wood-fire grills and coal ovens. The bar features a carefully curated selection of high-end spirits, and the intimate lounge area, with an amazing wine list, makes it the perfect spot for both a meal and entertainment.
The iconic Hard Rock Café offers an immersive experience filled with legendary memorabilia and delicious comfort food. The famed Legendary Burger is a must-try, but the menu offers a variety of mouthwatering options, all served in an atmosphere that’s been celebrating rock ’n’ roll for over 50 years. Guests are treated to the Rock Star experience while enjoying delicious meals in a high-energy, music-filled environment.
For those craving Asian cuisine, YOUYU Noodle Bar offers a modern and energetic setting to enjoy the best of Mandarin, Cantonese, Szechwan and Vietnamese dishes. With freshly made noodles, savory broths and delectable pot stickers, YOUYU serves up flavorful meals that transport guests straight to the heart of Asia. The name “YOUYU” comes from the Chinese phrase “nian nian yǒuyu,” symbolizing surplus wealth and good fortune, making it the perfect place to enjoy a meal that brings good luck along with great flavor.
The Plum Lounge offers an unparalleled experience for VIP guests. This sophisticated bar and lounge serves delectable menu items, handcrafted cocktails and award-winning wines, all in an elegant and exclusive setting.
Rounding out a perfect night is Hard Rock Live, a premier entertainment venue known for its dynamic lineup and lively atmosphere. Upcoming shows include Aaron Lewis on Dec. 19, an Elvis Tribute on Jan. 10, comedian Anjelah Johnson-Reyes on Jan. 31, The Frontmen on Feb. 13, Bret Michaels on Feb. 28, and Larry the Cable Guy on April 4. With an impressive schedule of 40-50 shows annually, Hard Rock Live consistently delivers unforgettable experiences. Be sure to check the website regularly for newly announced headliners and events.
Casino Player had the privilege of interviewing Hard Rock Casino Rockford President Geno Iafrate following the grand opening of the property. Geno expressed his excitement about the impact the new casino will have on visitors to Rockford, bringing world-class gaming, dining and entertainment to the region. With an air of enthusiasm and pride, he shared his vision for how the property will not only enhance the local economy but also create unforgettable experiences for guests. Here’s what he had to say.
Casino Player: The grand opening of Hard Rock Casino Rockford was a monumental event. How does it feel to finally see the vision come to life after years of planning and operating the casino in a temporary location?
Geno Iafrate: It is exciting for us; we feel like it has been a long time coming. The Hard Rock Casino Rockford journey dates back about five years with the temporary location opening in November 2021. I always felt it didn’t do justice to the cool little spot it was. We operated it for nearly three years, so it felt like a long time coming to finally get the permanent Hard Rock Casino open this fall.
I always temper that with the anticipation of the community. The community has been working on a casino for 30-plus years, so while our 3- or 5-year process felt long, it pales in comparison to that.
The community has been waiting for this for a long time. Our team members have been engaged and excited for a long time, and the guest anticipation has been palpable. It was very fulfilling to get to the finish line and to finally show off what the Hard Rock brings to Rockford.
CP: Being part of the Hard Rock brand often means being associated with the ‘cool club.’ What does that concept mean to you personally, and how do you see it reflected in the culture and experience at Hard Rock Casino Rockford?
GI: It is the primary reason I wanted to be part of the Hard Rock Casino brand. I have been in the casino business for 25-plus years now, going back to 1998 when I started at Harrah’s Las Vegas. This era of Hard Rock expansion reminds me of when I started at Harrah’s Las Vegas during a time of rapid growth before the Park Place acquisition, which later created Caesars Entertainment, the company it is today.
I think back to those early 2000s when the industry was in such a growth phase, with new markets, new projects and acquisitions. Then came the 2008 great recession, and much of that momentum was put on the back burner. While there were some new projects and deals here and there, nothing compared to what’s happening now.
When you look around the industry today, the Hard Rock brand is growing exponentially. We have projects in Las Vegas, California, Virginia and plenty of others in various phases of development. It reminds me of those early days when I started in the casino business, and it’s thrilling. It’s exciting to be part of a company that is known worldwide and expanding so rapidly.
CP: The Hard Rock brand is renowned for its world-class gaming, dining and entertainment experiences around the globe. What can guests expect when they visit the new Hard Rock Casino Rockford?
GI: I think a lot of folks, when they think about Hard Rock, assume it’s just a casino, but it goes beyond that. We started in 1971 as a restaurant in London, England. For most people, their first impression or introduction to the brand is through a Hard Rock Cafe. Those are located all over the world—we’re in 70-plus countries. Domestically, when people think of Hard Rock, they think of casinos. Then there’s another group of people who associate us with entertainment.
Hard Rock is all of those things. We’re not just a cafe company or an entertainment company—we’re a hospitality company, and we focus on all of those elements. If you come to Rockford and you’re a gambler, we have what you’re looking for: 1,300 slot machines, 50 live table games, a poker room and a sportsbook. But if you’re not interested in gambling, we also offer seven restaurants and a concert venue.
So, it’s so much more than just a casino. We’re part of the hospitality business, with entertainment, food and beverage and casino operations embedded in our DNA. You get a taste of all of that when you visit Hard Rock Casino Rockford.
CP: Rockford has a rich musical history, and the Hard Rock brand is known for celebrating music. How did you incorporate Rockford’s local culture into the design and offerings of the casino?
GI: Everyone knows the legendary band, Cheap Trick, and if you know Cheap Trick, you know Rick Nielsen. He’s probably one of the most famous Rockford residents, and he’s just so fun to be around. The connection to Rick starts right when you get off I-90—it doesn’t matter if you’re heading east or west. The interchange drops everyone off at the same exit, and you’re immediately greeted by the front of our building. Right in the middle of that façade is Rick’s iconic checkerboard guitar.
Most Hard Rock properties feature a Les Paul guitar, but not here. We proudly showcase Rick’s signature checkerboard guitar, making it a unique feature of Hard Rock Casino Rockford. When you walk through the doors, instead of the typical guitar chandelier, you’ll find a custom chandelier inspired by Rick’s checkerboard guitar. It’s equipped with color-changing lights and is programmable to music, so you get a little taste of Rick as soon as you enter.
At the center bar, you’ll find three large memorabilia displays featuring items from Rick’s personal collection. If you’re a guitar aficionado, you’ll know Rick has one of the greatest guitar collections in the world, and we’re privileged to display some of his favorites right in the middle of the casino.
CP: With Hard Rock Casino Rockford having been open for just a few months, how has the reception been from visitors so far?
GI: The feedback has been overwhelmingly positive, and that fills us with pride. It truly reflects the dedication of our 900 team members, who go above and beyond to create a warm, welcoming experience for our guests. We embrace the mindset of “welcome to our house.” When someone visits your home, you don’t just open the door and leave them to it—you take their coat, offer them something to eat or drink, and make them feel comfortable. That’s the kind of hospitality we strive for every day.
Our team has done an incredible job delivering on this vision. The most common remarks we hear from guests are, “I can’t believe I’m in Rockford,” or, “I can’t believe I’m in Illinois—I feel like I’m in Las Vegas!” That speaks volumes about our design team and Hard Rock’s commitment to creating world-class, high-quality facilities.
CP: With the opportunity to build from the ground up, we imagine the casino floor features the latest state-of-the-art games. Can you share what the floor looks like?
GI: The casino floor features just over 1,300 slot games. We’ve got the latest and greatest games, but we also made sure to include the classics that players know and love—like good old-fashioned video poker machines. It’s a mix of both, and everything is brand new.
One of the most exciting innovations, in my nearly 30 years of casino operations, is our raised floor design. In the past, casinos relied on conduit pipes under the floor, and making changes meant cutting through concrete in the middle of the night, creating a mess. With a raised floor, we have infinite flexibility to redesign or move slot banks with ease. We’ve already made adjustments after observing traffic flow and realizing we needed to widen certain aisles or shift layouts to accommodate how guests naturally move through the space. It’s a game-changer for efficiency and guest experience!
CP: The grand opening weekend featured performances by iconic artists like Joan Jett, Akon and Brad Paisley. How important was it to you to bring in big-name talent to the area, and what role do you see the Hard Rock Live venue playing in attracting more tourism and visitors to Rockford?
GI: Entertainment is at the heart of what we do at Hard Rock, and Hard Rock Live is a standout feature that truly showcases that. It’s part of our DNA, and we see it as a critical component in establishing Rockford as a premier entertainment destination. Our events draw visitors from well beyond Rockford, making it clear why entertainment is such a core focus for us.
Take our opening weekend, for example. On Thursday, we had The Nielsen Trust perform—a group featuring Rick Nielsen, his son Daxx (who’s been Cheap Trick’s drummer for about 15 years since Bun E. Carlos retired), another son Miles, and Miles’ wife. It felt fitting to have Rick perform first; having anyone else take the stage before him would have felt sacrilegious. On Friday, we hosted R&B legend Akon. Saturday brought Joan Jett and the Blackhearts, and Sunday closed out with country star Brad Paisley.
It was important to us to represent a variety of genres right from the start. That lineup—from rock to R&B to country—sets the tone for what guests can expect from Hard Rock Live moving forward. While we’re proud of our rock-and-roll roots, we’re not limited to any one genre. We aim to showcase all forms of music and entertainment.
CP: What unique music memorabilia pieces are on display at the Rockford location and any special stories behind them?
GI: Throughout the casino, memorabilia play a huge role in telling stories that are meaningful to the area. We focus on local and regional artists because those connections resonate with guests. For instance, visitors can see memorabilia from Eddie Vedder of Pearl Jam fame, who grew up just outside of Chicago. Each piece of memorabilia tells a story, and you could easily spend hours exploring the casino, discovering ties to the area.
When you step into our Hard Rock Live venue you’ll find even more Rick Nielsen memorabilia. It’s almost like a mini Rick museum. But the displays don’t stop there. We also showcase incredible items like a tambourine from Prince, a keyboard from John Lennon, and a dress from Taylor Swift. There’s so much to see, it’s hard to keep track of it all! The collection spans all genres of music, highlighting a variety of artists, many of whom have ties to Illinois.
For example, we have an Eddie Vedder guitar that used to be displayed at another property. However, since Eddie has a tie to Chicago, it made more sense for the guitar to be here. That’s something Hard Rock does exceptionally well—ensuring that the memorabilia not only stands out but also tells a story that connects to the local area.
CP: For first-time visitors, how would you describe the perfect night out at Hard Rock Casino Rockford?
GI: Here’s my biased opinion: I think you can’t go wrong with Council Oak, our fine dining steak and seafood restaurant. It’s always a great choice. Hard Rock Cafe is another reliable option with its exciting atmosphere. Personally, I’d start with an early dinner at our authentic Asian restaurant, YouYu Noodle Bar. The Pad Thai is amazing, and the duck soup is a must-try. Afterward, I’d head to Council Oak Lounge, which has a cozy, jazz-club vibe. We could enjoy a drink, chat and listen to some live music before catching an amazing show at Hard Rock Live. After the show, I’d swing by the Rock Shop for a Hard Rock T-shirt and then try my luck on the casino floor, all while enjoying the music in the background.
For more information on Hard Rock Casino Rockford’s offerings and special events, visit www.casino.hardrock.com/rockford.
