The oversized guitar has long been a beacon for the Hard Rock Casino chain, but the Seminole Hard Rock Hollywood is looking to take to take that iconic symbol to new heights.
Plans for a colossal guitar-shaped hotel tower stretching 34 stories and containing 800 rooms were unveiled this week during a news conference with Gov. Rick Scott.
The tower is the feature attraction in the Seminole Tribe's $1.8 billion expansion plans. The structure looks every bit a guitar in scale but doesn't have a neck.
"We could have easily just built some rectangular building ... but the tribe is once again trying to create something that is iconic, that creates international tourism coming to Florida," said Seminole Gaming CEO Jim Allen. "We truly believe that that design alone will create additional tourism."
The expansion plans, contingent on the Legislature's approval of a deal brokered between the tribe and the governor, include the hotel tower and restaurants. The expansion is expected to bring nearly 20,000 jobs to Florida, the Seminoles said.
The hotel will increase the complex's rooms to 1,273 and add five new restaurants, a buffet and nightclub at its complex on U.S. 441 north of Sterling Road.
The tribe is committed to rivaling Las Vegas and other casino destinations around the world. "We truly think this will rival not only anything in Florida, but Atlantis and anything in the world," Allen said, pointing to an artist rendering on an easel.
The expansion includes spending almost $100 million on swimming pool space, Allen said. The plan adds a second pool and new pool bar. "Florida is about pools and the beaches and the ocean."
He said that while the aim is to create a destination that will continue to attract crowds many years from now, the expansion doesn't stretch far beyond the casino's current footprint.
While Allen focused on the Hollywood expansion, he also discussed plans for the Seminole Hard Rock Tampa, which will have new poker rooms, stores and restaurants.
The Tampa hotel and casino will also add a new tower with 500 hotel rooms and a live entertainment venue with up to 2,000 seats.
For the more affluent gamblers, there will be a helipad.
Scott asked numerous questions during the presentation. His verdict at the end: "Impressive."
Several business owners who work with the Seminole Tribe stood at a microphone and discussed how their businesses had been affected by the casinos.
A flower shop owner who started working with the Seminoles in 2010, said her business has grown from five employees to more than 100 full-and part-time employees. She said she buys and installs over 35,000 flowers annually at the casino.
From the onset, the emphasis was jobs. "It would be devastating" if the proposed deal doesn't pass.
Scott rehashed the numbers: 3,800 jobs lost if the gambling deal isn't signed and 4,800 direct and indirect jobs created, outside of construction jobs, if it passes.
The gambling deal would bring $3 billion to the state over the next seven years. In return, the Seminoles would get the exclusive right to have roulette, craps and other table games in its seven casinos.
The deal also caps the number of slots and tables casinos can have, but critics point out that the caps are so large they are essentially meaningless, including a 6,000-slot limit at any one casino.
The agreement also states that the Legislature can approve new casinos in Miami-Dade and Palm Beach counties, a limited amount of blackjack tables in pari-mutuels and even allowing the race tracks to stop racing and simply operate as casinos.
