The resort catered to a younger demographic, and it began using risqué advertising to compete against the Palms resort, which opened in 2001. The Hard Rock was also criticized for its advertising. In the 2000s, drugs and sexual conduct were common issues at the resort's nightclubs and pool area. It was also a frequent source of controversy and legal problems. The Hard Rock was featured in various media, including television shows and music videos. A new 11-story hotel tower was added in 1999, as part of a $100 million renovation. Following disagreements, Morton bought out Harveys' share of the resort in 1997. The Hard Rock Hotel began as a joint venture between Hard Rock Cafe founder Peter Morton and Harveys. Plans for a Hard Rock hotel were announced in 1991, and the resort opened on March 10, 1995, as the world's first rock and roll-themed hotel. It had also hosted a weekly pool party event known as Rehab. At the time of its closure, the Hard Rock included 1,506 rooms across several hotel towers, a 61,704-square-foot (5,732.5 m 2) casino, and a music venue known as The Joint. The resort is located on 16.7 acres (6.8 ha) on the corner of Harmon Avenue and Paradise Road, about a mile east of the Las Vegas Strip. It now operates as Virgin Hotels Las Vegas. The Hard Rock Hotel and Casino was a resort located near the Las Vegas Strip in Paradise, Nevada, United States.
