Rockford City Council considers Coronado improvements as Hard Rock Casino reportedly challenges business

ROCKFORD, Ill. (WIFR) – Members of the Rockford City Council view competition between downtown entertainment venues and the Hard Rock Casino Rockford as a “McDonald’s or Burger King” dilemma.

“Customers will have a choice,” says Craig Thomas, chairman of the Rockford Area Venue and Entertainment Authority (i.e. RAVE). “That’s what awaits us here.”

The situation comes as RAVE — the agency that oversees the BMO Center and the Coronado Theater — posted record revenue of $4,358,279 in its last fiscal year. Alderman Frank Beach (R-10) sees the revenue coming to life as visitors flock to the Forest City for performances.

“Rockford is a place where they can get quality entertainment at a reasonable price,” said Ald. Beach. “We hope they are there [downtown] for dinner and other things and then return to their place of residence.”

On Monday, RAVE presented its annual report to city council members. In addition to detailing the year’s highlights and wins, entertainment industry leaders also expressed concerns that were raised at the recent board meeting: How will the new casino impact downtown venues?

As Hard Rock completes its first month, the agency reports its initial results: The Coronado is losing half of its usual shows to Hard Rock, an expected $730,000 decline in event revenue and an estimated operating loss of $318,000. The “losses” follow a year in which BMO and Coronado posted an operating surplus of $359,000.

Councilman Isidro Barrios (D-11) welcomes the competition – believing it is a win-win for Rockford residents and visitors to the area. The city council member isn’t surprised by the casino’s impact either.

“It’s all about connections,” said Ald. Barrios about artists on the way to Hard Rock Live. “Hard Rock Casino has the necessary contacts.”

Complicating the cross-city venue competition is the city’s involvement in Coronado – Rockford has owned the historic landmark since 1997. According to RAVE executive director Gretchen Gilmore, the theater’s similar size to Hard Rock puts the venues on an equal footing when booking performers.

“We’re still being asked to put a lot of money into the Coronado,” admits Councilman Kevin Frost (R-4). “I want it to be cared for like a classic car.”

Geno Iafrate, president of Hard Rock Casino Rockford, told WIFR in a statement that his mission is “to work with the BMO and Coronado to solidify Rockford as an entertainment destination.”

One improvement suggested by Gilmore to improve the city’s entertainment area is a nearly $500,000 sound system upgrade. The RAVE general manager claims that some acts travel to the Hard Rock because of its “first-of-its-kind” sound system.

“It won’t get us 100% because we can’t make $200,000 offers, but it will definitely help,” claims Gilmore. There were no City Council votes during Monday’s “planning session,” but some leaders supported the proposed modernization.

Ald. Beach calls for patience before further assumptions. He mentions that Hard Rock has only been in Rockford for a month.

Councilors provided no further updates on the entertainment tax approved by the committee. Ald. Barrios and Beach State discussions continue behind the door to “keep everyone happy.”

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