Hard Rock Rockford debuts new permanent casino in Illinois generating $13.7M in adjusted gross revenue in September

Hard Rock Rockford had a significant debut at its new permanent casino, jumping from ninth to second in Illinois in both gaming revenue and visitors during its first full month. The entertainment complex generated $13.7 million in adjusted gross receipts and drew more than 157,000 visitors for September, topping every casino in the state except perennial leader Rivers Casino Des Plaines, according to data released Tuesday by the Illinois Gaming Board.

Geno Iafrate, President of Hard Rock Casino Rockford, said the meteoric monthly rise was in the cards. “We had no expectations of jumping over Rivers — that’s a pretty tall order,” Iafrate said. “But to be honest, we fully expected to move into second place. Our first full month of operations was very successful.”

After almost three years in temporary facilities, Hard Rock opened the $300 million, 175,000-square-foot permanent casino on August 29th, that featured around 1,300 slot machines, 50 live table games, a sportsbook, and a 1,600-seat concert hall.

The gaming positions essentially doubled, new restaurants opened and the entertainment space 'exponentially' boosted visitation from outside the Rockford area, drawing from Wisconsin and Chicago, Iafrate said.

Geno Iafrate, President of Hard Rock Casino Rockford

Bolstered by September concerts featuring Brad Paisley, Teddy Swims and Brian McKnight, the new Rockford venue, located on the site of the former Clock Tower Resort off I-90, leapfrogged every Chicago-area casino but Rivers, nearly tripling its business over the previous month, The Chicago Tribune reported.

In August, the Hard Rock closed out its temporary facility with $5.7 million in adjusted gross receipts and 57,000 visitors, both metrics placing it in the middle of the pack among the state’s 15 casinos. "Going from 300 parking spaces at the temporary facility to 2,100 at the permanent casino didn’t hurt either", Iafrate said. “Parking is a big deal, ” he said.

Florida-based Hard Rock International operates 16 casinos, including Rockford and Gary locations. It was one of three finalists to build the Chicago casino, but its bid to build a $1.74 billion facility at One Central, the stalled mixed-use megadevelopment proposed near Soldier Field, lost out to Bally’s in May 2022 after a yearlong vetting process during the Lightfoot administration.

Bally's Chicago Medinah Temple interior

Bally’s Chicago opened a temporary facility at Medinah Temple in September 2023 and is building its permanent casino on the 30-acre Tribune Publishing printing plant site in River North. The $1.7 billion proposal includes an exhibition hall, a 500-room hotel, a 3,000-seat theater, 10 restaurants, and 4,000 gaming positions, making it the largest casino in the state.

Tribune Publishing relocated printing operations in May to the former Daily Herald plant in Schaumburg. In August, Bally’s held a ceremonial demolition of the 43-year-old Freedom Center to begin making way for the casino complex, which is slated to open in September 2026.

Last month, Bally’s generated $10.3 million in adjusted gross receipts with nearly 121,000 admissions, ranking third in the state in both categories. Rivers Casino maintained its position as the top-grossing and busiest location with $41.5 million in adjusted gross receipts and more than 247,000 visitors in September, according to Gaming Board data.

Bally’s, which saw its revenue and admissions slip a little in September, could get promising results after the boost in Hard Rock’s permanent facility.

Chicago Tribune cited a Bally's spokesperson, who on Tuesday said: “Bally’s outperformed most of its competitors, but the AGR dipped slightly in September compared to August. Bally’s continues to demonstrate growth in gaming and visitation, creating excitement in River North and enthusiasm about our future permanent facility.”