The newly opened Hard Rock Casino in Rockford has had an impressive debut at its permanent location, catapulting itself to the second-highest spot in Illinois for both revenue and visitors during its first full month of operations. The state-of-the-art facility, spanning 175,000 square feet, generated $13.7 million in adjusted gross receipts for September and drew more than 157,000 visitors, trailing only Rivers Casino Des Plaines, which has long held the top position in the state.
Geno Iafrate, president of Hard Rock Casino Rockford, expressed satisfaction with the results, noting that the team had anticipated a strong performance. “We had no expectations of jumping over Rivers — that’s a pretty tall order,” Iafrate admitted, according to Chicago Tribune. “But to be honest, we fully expected to move into second place. Our first full month of operations was very successful.”
A Major Upgrade for Rockford
Hard Rock’s permanent facility officially opened its doors on August 29, following nearly three years of operating out of a temporary location. The $300 million entertainment complex, located on the former site of the Clock Tower Resort near I-90, offers guests a vastly expanded experience with nearly 1,300 slot machines, 50 live table games, a dedicated sportsbook, and a 1,600-seat concert venue. The facility also doubled the number of gaming positions available, and the addition of new restaurants and entertainment options has significantly boosted visitor numbers, drawing guests not only from Rockford but also from the wider Chicago area and neighboring Wisconsin.
In comparison to its temporary operations, Hard Rock’s new location nearly tripled its revenue and visitor count. In August, before the grand opening of the permanent facility, the casino generated $5.7 million in adjusted gross receipts and welcomed 57,000 visitors, placing it in the middle of the pack among Illinois’ 15 casinos. The dramatic leap in September showcases the strong appeal of the new venue.
Additionally, Iafrate emphasized the practical improvements that the permanent location offers, including the expansion of parking capacity from 300 spaces at the temporary location to 2,100 spaces. “Parking is a big deal,” Iafrate noted, highlighting how such logistical upgrades have contributed to the surge in visitor numbers.
A Record-Setting September
Hard Rock Rockford’s September performance not only positioned it as a major player in the Illinois casino market but also set a new monthly revenue record for the casino. Slot machines alone brought in $12.7 million, while table games generated an additional $1 million in revenue.
The casino’s success also resulted in substantial tax contributions, with $843,040 in taxes generated for local governments. Rockford officials have expressed optimism about the economic impact of the casino, with plans to invest the increased revenue — estimated to reach $7 million annually — in key community initiatives, including expanded scholarships through the Rockford Promise program, upgrades to public safety infrastructure, and economic development projects.
Hard Rock vs. Bally’s: A Growing Rivalry
The Hard Rock Casino’s meteoric rise in Illinois puts it just ahead of another major competitor, Bally’s temporary casino in Chicago. Bally’s, which opened in September 2023 at the Medinah Temple, earned $10.3 million in adjusted gross receipts with nearly 121,000 visitors during the same month.
The top spot remains in possession of Rivers Casino, which generated $41.5 million in adjusted gross receipts and attracted more than 247,000 visitors in September. Although Bally’s remains in third place, its permanent $1.7 billion casino complex, currently under construction in Chicago’s River North neighborhood, is expected to significantly boost its standing once completed in 2026. The new Bally’s facility will include 4,000 gaming positions, a 500-room hotel, a 3,000-seat theater, and multiple dining options, positioning it as the largest casino in Illinois.
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