Las Vegas Hard Rock to convert to Virgin Hotels brand

The Hard Rock Hotel & Casino Las Vegas will join Hilton's Curio Collection in 2020. Photo credit: Hard Rock Hotels

The Hard Rock Hotel & Casino in Las Vegas is set to join Hilton's Curio Collection and will reopen as the Virgin Hotels Las Vegas in 2020 following renovations to the property. In collaboration with JC Hospitality and Virgin Hotels, the hotel will be reimagined and will join Hilton’s guest loyalty program, Hilton Honors.

Of the hotels within Hilton’s Collection Brands, the upcoming Virgin will be the only property located in Las Vegas and the largest in the world with more than 1,500 guestrooms and 110,000 square feet of meeting and events space.

“We’re thrilled to announce the signing of a Curio Collection hotel in one of America’s most famed cities along with JC Hospitality and Virgin Hotels,” Mark Nogal, global head, Curio Collection by Hilton, said in a statement. “Virgin Hotels Las Vegas will reflect a new take on what it means to be a Las Vegas hotel and provide guests and locals alike a one-of-a-kind experience.”

Virtual Event

Hotel Optimization Part 3 | January 27, 2021

With 2020 behind us and widespread vaccine distribution on the horizon, the second half of the new year is looking up, but for Q1 (and most likely well into Q2) we’re very much still in the thick of what has undeniably been the lowest point of the pandemic. What can you be doing now to power through and set yourself up for a prosperous 2021 and beyond? Join us at Part 3 of Hotel Optimization – A Virtual Event on January 27 from 10am – 1:05pm ET for expert panels focused on getting you back to profitability.

The property, located at 4455 Paradise Road, will continue full-service operations as the Hard Rock Hotel and Casino until early 2020, when it closes briefly for the renovations that will transform it into the Virgin Hotels Las Vegas.

“We are looking forward to welcoming Hilton guests who want a premium lifestyle hotel experience in Las Vegas,” Raul Leal, Virgin Hotels' CEO, said in a statement. “Whether traveling for leisure or in town to attend a conference or convention, Virgin Hotels Las Vegas will be an experience that is dedicated to delivering the best in design, entertainment, heartfelt service and culinary excellence.”

Once the property reopens, guests will have the opportunity to access additional food-and-beverage options, including the Commons Club (Virgin Hotels’ flagship dining and social club concept) and The Shag Room.

The hotel is owned by a group consisting of Virgin Hotels, Juniper Capital Partners, Fengate Real Asset Investments, Dream Hard Asset Alternatives Trust and Cowie Capital Partners.