By Kevin Haas
Rock River Current
Get our newsletter
ROCKFORD — The Rockford IceHogs and Hard Rock Casino Rockford have entered a five-year partnership that promises to enhance the fan experience with in-game promotions and a bigger, better video display at the BMO Harris Bank Center.
The two organizations announced the deal on Tuesday during a news conference above the Hogs home ice in downtown. As part of the deal, Hard Rock is opening a 56-seat private suite at center ice that will be used for VIP guests of the casino, Hard Rock staff and special events.
Hard Rock will also help revamp the entrance sequence for the team and sponsor in-game contests such as Rock Band Roulette, in which an IceHogs player on video tries to guess the name of a song and fans try to predict whether he can do it successfully.
“We’re going to work to bring some of that Hard Rock vibe to the IceHogs, and make it not just a hockey game but make it an overall entertainment experience,” said Geno Iafrate, president of Hard Rock Casino Rockford.
Related: Illinois Gaming Board grants Hard Rock its owner’s license for Rockford casino
Financial details of the deal were not disclosed, but IceHogs President of Business Operations Ryan Snider said it was “a very large partnership.”
“They’ve made a significant investment in enhancing our game experience and enhancing our fans’ experience,” he said. “We’re very appreciative of their investment and what that’s going to allow us to do together to really revamp and grow and engage our fans and our entertainment experience here.”
Iafrate said that given the arena has a naming rights deal with the BMO Harris Bank Center he doesn’t “suspect it’s the largest deal ever done with the IceHogs, but it’s up there.”
(story continues below photos)
Hard Rock suite
Hard Rock’s private suite, which Iafrate referred to as “the stage,” is “the first front-facing renovation project that fans get to see, they get to touch, they get to experience,” Snider said. “And it’s the first of many.”
The Hogs put down a new concrete floor for the ice rink this fall after replacing the refrigeration system beneath.
The suite, which converted a former press box, has a private bar, private food service and restrooms.
“It’s really an exclusive experience right at center ice with great sight lines,” Snider said.
Related: ‘We want everyone to win’: Rockford slot parlors, casino see room for both
The space isn’t complete yet, Iafrate said. It will eventually be decked out with Hard Rock memorabilia and memorabilia from Rick Nielsen of Cheap Trick, a Hard Rock investor.
“We’re very early,” Iafrate said. “The ink is still wet on this agreement, so it’s going to take us a little bit of time for us to refine that opening act and turn it into headline entertainment.”
“Because we’re evolving our act to become that headliner, I think every game you might see something a little bit different,” Iafrate said. “As we roll into next year, our second year of the agreement, maybe we’ll be a headliner.”
What’s next
Iafrate said Hard Rock is developing what it will do over the course of the five-year partnership. But he hinted that it could expand beyond hockey.
The Rockford casino president said the BMO Harris Bank Center is a great concert venue, too.
“I don’t know if you know anything about Hard Rock, but we do some concerts,” he said. “Stay tuned, maybe there’s going to be some big events that happen down here.”
This article is by Kevin Haas. Email him at khaas@rockrivercurrent.com or follow him on Twitter at @KevinMHaas.