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

ROCKFORD, Ill. (WIFR) – Rockford city council members see the competition between downtown entertainment venues and the Hard Rock Casino Rockford as a “McDonald’s or Burger King” dilemma.

“Customers are going to have choices,” says Craig Thomas, Rockford Area Venue and Entertainment Authority (i.e., RAVE) chairman. “That’s what we’re facing here.”

The situation arrives as RAVE – the authority overseeing the BMO Center and Coronado Theatre – reached a record revenue of $4,358,279 last fiscal year. Alderman Frank Beach (R-10) sees the revenue come to life as visitors flock to the Forest City for performances.

“Rockford is a place they can come and get quality entertainment at a reasonable price,” says Ald. Beach. “We hope they’re there [downtown] for dinner and other things, and then move on back to where they live.”

On Monday, RAVE presented its annual report to city council members. Besides detailing the year’s highlights and profits, entertainment leaders echoed a concern seen at its recent board meeting: how will the new casino affect the downtown venues?

As Hard Rock wraps its first month, the authority reports its first findings: the Coronado losing half of its usual shows to Hard Rock, an expected $730,000 decline in event income and an estimated operating loss of $318,000. The “losses” follow a year where the BMO and Coronado deliver a $359,000 operating surplus.

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

“Everything is about connections,” says Ald. Barrios on performers heading to Hard Rock Live. “Hard Rock Casino has got the connections.”

What complicates the cross-town venue competition is the city’s stake in the Coronado – with Rockford owning the historic landmark since 1997. According to RAVE general manager Gretchen Gilmore, the theatre’s similar size to Hard Rock puts the venues toe-to-toe when booking performers.

“We still get asked to put a lot of money in the Coronado,” confesses Alderman Kevin Frost (R-4). “I want to see it maintained like a classic car.”

Hard Rock Casino Rockford President Geno Iafrate told WIFR in a statement he’s in the business of “working with the BMO and Coronado to solidify Rockford as an entertainment destination.”

For Gilmore, one proposed improvement to level the city’s entertainment field is a nearly $500,000 sound system upgrade. The RAVE general manager claims some acts head to Hard Rock based on its “premier” public address system.

“It won’t get us 100%, because we can’t make $200,000 offers, but it will definitely help,” maintains Gilmore. Monday featured no votes from city council during the “planning session,” but some leaders threw support behind the proposed upgrade.

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

Councilors gave no further updates to the committee-approved amusement tax. Ald. Barrios and Beach state discussions continue behind doors to “make everyone happy.”

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