Immediate Impact

Newly Opened Virgin Hotels Las Vegas Ramps Up Quickly

By Dennis Nessler | December 16, 2021

Transforming the Hard Rock Hotel to the newly opened Virgin Hotels Las Vegas during a pandemic was not without its challenges, but some six months since it officially debuted in June to say the hotel has made an immediate impact would be an understatement.

According to Richard Bosworth, President/CEO, JC Hospitality, LLC—which acquired the Hard Rock Hotel in March of 2018—the property has outperformed the market and is expected to be in the low- to-mid-90’s in terms of occupancy by the end of this month and into the first quarter of 2022.

Virgin Hotels Las Vegas—which is also part of Hilton’s Curio Collection—actually held a soft opening last March after shutting down in February of 2020 for a comprehensive renovation and repositioning that reportedly cost roughly $200 million. Somewhat ironically, Bosworth noted, the entire Las Vegas hotel market would end up shutting down some six weeks later as a result of the outbreak of COVID.

Bosworth explained why despite being faced with 50 percent COVID restrictions—as well as substantial supply chain issues impacting the delivery of FF&E within the hotel’s restaurants, penthouses and swimming pools—the company felt a great deal of urgency to open the hotel in March.

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