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Copyright © 2013 Albuquerque Journal
As she led a tour of the newly remodeled Isleta Resort & Casino on Thursday, CEO Pamela Gallegos took a short detour to glance at some framed photographs about to be hung near an entrance.
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“This is so good,” she said after a brief inspection of the art, the giddiness running through her voice. “I’m so excited.”
After a three-month remodel and rebranding effort that Gallegos repeatedly referred to as “painstaking,” the tribal property formerly known as Hard Rock Hotel & Casino will celebrate its grand reopening through this weekend.
The public can see the new-look Isleta Resort & Casino today, with additional festivities planned for Saturday. The casino is located south of Albuquerque on I-25.
The celebration includes an elaborate, Las Vegas-like light and 3-D video spectacle projected onto the hotel’s facade for the next five nights.
The light show is perhaps the most modern element incorporated during a redesign intended to return the property to its tribal roots.
Pueblo leaders last year elected to vacate a contract with Hard Rock, and Isleta’s nearly three-year run with the Las Vegas, Nev.-based brand concluded June 30.
The Hard Rock theme – which Gallegos said cost Isleta roughly $1 million annually in branding fees – had earned mixed reviews from the community, attracting some new guests but alienating many others.
Isleta decided to drop the name and restore the property’s tribal identity, starting with a new eagle logo and extending into a new collection of Native American artwork.
Isleta Resort & Casino will project a 3-D video on the hotel’s facade for the next five nights. (Marla Brose/Albuquerque Journal)
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Gallegos declined to divulge the cost of the remodel, but said it was extensive enough that it “should’ve taken about a year.”
“We decided to take full advantage of (the contract termination) and make sure we just didn’t take down the signage and call it a day,” Gallegos said. “We truly took the time to reinvent ourselves and bring back what I think this community and this state asked for. They wanted Isleta.”
Gone are all the rock-star flourishes – the glittery celebrity getups in glass cases, the tattoo parlor, the Harley-Davidson shop.
Guests instead will find the work of more than 100 Native American artists displayed throughout the 201-room hotel and 100,000-square-foot casino. The artists hail from Isleta and several other nearby pueblos and reservations.
Their work ranges from traditional pots and storyteller dolls to more modern jewelry and textiles.
Ron Martinez Looking Elk, a consultant hired to recruit artists, said the goal was to assemble a collection that was both contemporary and reflective of Native American history and culture. Modern, he called it, “with a connection to the past.”
Art serves as a foundation for the new Isleta, but Gallegos said she also prioritized comfort. New rectangular, tiered chandeliers hang from the starry-like casino ceiling and make the venue – already brimming with more than 1,800 slot machines – brighter than before.
Patrons walking into the casino’s main entrance will find a lounge area, where rounded taupe couches are placed back-to-back, offering an inner and outer circle of seats.
“I wanted to set the tone, where you come into the property and you feel welcome and warm,” Gallegos said.
Changes on the gambling front include some more interactive slot-machine games and a new high-limit room for those who don’t mind dropping $5 or $10 per spin.
Earlier this year, Isleta also added a new dining option, Bow Tie Bistro, and made upgrades to Embers Steakhouse and Tiwa Cafe.
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Gallegos said the changes on display this weekend are just the start. Plans call for expansion, she said, though she declined to provide more detail.