Playing the roles of either Rocky or Rambo New Yorker Sylvester Stallone was able to fight his own battles and normally come out the other side in victory. Now though he needs the help of a major Hotel Group to keep his Hard Rock Casino Alive.

It now appears that the rumours of the death of the Hard Rock Casino have been greatly exaggerated, as the mecca has finally won some financial backing.

Morgans Hotel Group has just won the right to operate the casino portion of the Hard Rock Hotel and Casino, which breathes new hope into the beleaguered establishment.

Apparently, the permission was given unanimously by the Nevada Gaming Commission.
Morgans' chief executive Fred Kleisner said this massive show of support would boost profits at the casino started by Hollywood superstars Sly Stallone and Bruce Willis.

"I'm elated," Mr Kleisner said. "We are highly confident this will have a positive and permanent effect on the direction of our bottom line."

As part of the rebirth, Morgans will overhaul the marketing plan at the casino so that it fits in better with the Las Vegas locals.

"They have the vibe of 'the Rock' as well and we welcome them," he said.

After winning the rights to the casino, Morgans will look to expand the Hard Rock Casino brand.

Golden Gaming ran the casino in the interim while the licensing process was being discussed.

Sly Stallone first became involved in the leisure industry in 1991 when he, Bruce Willis, Demi Moore and Arnold Schwarzenegger set up the Planet Hollywood themed restaurant chain.

In April 1996 Planet Hollywood went public as a company but it has been declared bankrupt twice.

The new investment though will have given new hope to the success of the Hard Rock Casino.