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Atlantic City's former Trump Taj Mahal casino is being rebranded by the Hard Rock chain. The company owned by Florida's Seminole Indian tribe on Wednesday unveiled its $375 million plan for the shuttered casino resort, which it bought last month from billionaire investor Carl Icahn, and plans to reopen by summer 2018.
It will draw on the world's largest collection of music memorabilia to help brand the new resort, with a decided New Jersey slant.
Few things are more New Jersey than the mob and Bruce Springsteen, and Hard Rock rolled out someone who embodies both to help reintroduce the resort. Steven Van Zandt of Bruce Springsteen's E Street band and "Sopranos" TV fame, said he'll periodically broadcast his radio show, "Little Steven's Underground Garage" from there, and will help organize beach concerts.
(Reporting by Wayne Perry)
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