ROCKFORD, IL — Hard Rock Casino Rockford is plotting a potentially massive expansion as a new competitor looms across the Wisconsin border.
Planning what that expansion will entail with designers and contractors in addition to Rockford, Winnebago County and Illinois officials is taking up much of the casino leadership team’s time said Hard Rock Rockford President Geno Iafrate.
“I think at some point in the first quarter, we’re going to have a big event and we’re going to unveil the future of Hard Rock Casino Rockford,” Iafrate said. “It is going to include, obviously, a hotel. That’s never been a secret. We want hotel rooms. But I think it’s bigger than that. And I think the community is going to be very excited when we announce it.”
Iafrate said the full plan is likely to proceed in phases.
It could include more than one hotel, attractions, retail and new amenities meant to attract families and visitors to spend more time in Rockford and at the casino.
Hard Rock did well in its first calendar year of operations on East State Street in Rockford. It collected $146.2 million after gamblers were paid winnings in 2025, the third most gaming revenue of Illinois’ 17 casinos.
It was behind Rivers Casino in Des Plaines which raked in $503 million in revenue in 2025 and Wind Creek Casino in East Hazel Crest which was second with $198 million in total revenue among casinos in Illinois. Rockford was just ahead of its closest geographic competitor, Grand Victoria Casino in Elgin, which collected $142.2 million in revenue for the year.
But Hard Rock officials say they can’t stand still if they want to compete as Ho-Chunk Gaming Beloit eyes a September grand opening for its 240,478-square-foot, estimated $705 million casino resort 17 miles to the north.
What is expected to be a 250-room hotel connected to the Hard Rock has always been in the plans for a second construction phase. Hard Rock officials have said they want it built before Ho-Chunk can open its own planned 312-room hotel and convention center sometime in 2027.
The initial hotel would be connected to the current facility. Hard Rock’s investors also control at least 24 acres of land across Lyford Road in Cherry Valley where they have already built an auxiliary parking lot. It is a likely spot for further expansion.
But Hard Rock officials could seek more property for further expansion.
“Obviously, you always want more,” Iafrate said. “It’s enough for what our current plans are, but you have to stay tuned on that. That 24 acres we have now is the most important.”
Jeff Kolkey writes about government, economic development and other issues for the Rockford Register Star. He can be reached via email at jkolkey@rrstar.com and on X @jeffkolkey.
This article originally appeared on Rockford Register Star: Hard Rock Casino Rockford phase 2 is on the way. Here’s what to know
Reporting by Jeff Kolkey, Rockford Register Star / Rockford Register Star
USA TODAY Network via Reuters Connect
