Rockford, Ill – Hard Rock named Geno Iafrate, an experienced gaming and hospitality professional, as President of its new Rockford Casino. Under Iafrate’s leadership, the long-awaited local casino opened nearly 60 days ago at the corner of Bell School Road and E. State Street and is already a destination for tourists and an economic driver for the region.

Iafrate, a graduate of West Virginia University, began his career as an Internal Auditor with Caesars Entertainment and went on to run some of their most iconic brands including Flamingo Las Vegas, Rio Las Vegas and Horseshoe Bossier City. Following more than a decade with Caesars, Iafrate joined Pinnacle Entertainment where he served as the Executive Vice President of Regional Operations overseeing Pinnacle’s five Southern properties. Most recently, he served as the President of the Westgate Las Vegas and Senior Vice President of Operations for One Toronto Gaming in Canada.

“When I entered the casino industry two decades ago, Rockford was already well into its quest for a casino,” Iafrate said. “The City’s passion, pursuit and energy paid off, and I am excited to lead Hard Rock in being an active member of this community for years to come.”

Iafrate says his team and Hard Rock will continue to build partnerships with local employees, Rockford vendors and community organizations. From entertainment to community impact, the current casino and the permanent facility to be built one mile away at the former Clock Tower site near I-90, are expected to generate more than 1,000 jobs in addition to tax revenue and economic impacts across the region and state.

The Rockford casino became reality after passage of Governor Pritzker’s gaming expansion bill in June 2019.  Rockford is the first of six sites to receive licensing approval and open its doors, an historic win for Hard Rock and the City of Rockford.

Featuring over 37,000 square feet of gaming space, ample parking and open 24/7, A Hard Rock Opening Act offers more than 625 of the newest slots and electronic table games. The casino is also home to two unique restaurants, including an upscale and casual option, as well as a pop-up retail shop offering the brand’s signature Rock Shop merchandise.

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About Hard Rock®:

Hard Rock International (HRI)  is one of the most globally recognized companies with venues in 68 countries spanning 241 locations that include owned/licensed or managed Hotels, Casinos, Rock Shops®, Live Performance Venues and Cafes. HRI also launched a joint venture named Hard Rock Digital in 2020, an online sportsbook, retail sportsbook and internet gaming platform. Beginning with an Eric Clapton guitar, Hard Rock owns the world’s largest and most valuable collection of authentic music memorabilia at more than 86,000 pieces, which are displayed at its locations around the globe.

In 2021, Hard Rock was awarded the Top Employer in the Travel & Leisure, Gaming, and Entertainment Industry by Forbes, designated as a U.S. Best Managed Company by Deloitte Private and The Wall Street Journal and named the top performing hotel brand in J.D. Power’s North America Hotel Guest Satisfaction Study for the third consecutive year. In 2020, Hard Rock was honored as one of Forbes Magazine’s Best Employers for persity and a Top Employer for Women. Hard Rock Hotels & Casinos also received first place ranking in the 2020 Casino Gaming Executive Satisfaction Survey conducted by Bristol Associates Inc. and Spectrum Gaming Group. Hard Rock destinations are located in international gateway cities, including its two most successful flagship properties in Florida and home to the world’s first Guitar Hotel® in South Florida, Global Gaming’s 2020 Property of the Year. The brand is owned by HRI parent entity The Seminole Tribe of Florida.

For more information on Hard Rock International, visit www.hardrock.com or shop.hardrock.com.