L&H Companies rises to the challenge and not only meets but exceeds expectations! Team members at L&H Companies accepted a task of producing 5,000 signs in about three months. Through employing team work, collaboration, ingenuity, dedication and persistence L&H Companies accomplished this formidable goal.
Hard Rock Hotel & Casino Atlantic City, a global entertainment and hospitality company that began a $500 million renovation project and claimed its own brand throughout the upscale casino facility, featuring 2,000 luxurious hotel rooms, over 20 restaurants and bars, 2,200 slot machines, 120 table games and a variety of other amenities.
Hard Rock Hotel & Casino Atlantic City opened with abundant fanfare on June 28, 2018 with music, dancers, aerial acrobatics and Hard Rock’s traditional guitar smash, led by drummer Max Weinberg, a member of Bruce Springsteen’s E Street Band.
The Role of L&H Companies
L&H Companies was awarded the Hard Rock Hotel & Casino Atlantic City interior and garage signage package in March, pairing with London and St. Louis-based design firm Kiku Obata & Company to produce, engineer and oversee the installation of 5,000 signs.
Working together diligently, the L&H team helped to reveal the vision and expectations for the project signage. By effectively managing meetings, conference calls, and a constant exchange of ideas between the design team and management at Hard Rock, our team members internalized the vision for the project. Within one week of the start, L&H delivered the first sign to Hard Rock Hotel & Casino Atlantic City.
L&H fabricated high-end signage including wall graphics, overhead signage and ID signage for the hotel, casino, restaurants and other attractions. Interior signs included custom dimensional logos, low rise signage, overhead electronic directionals, face lit LED illuminated letters and logos, ID signage, and entry portal ID signage for Hard Rock Live.
The garage signage package included overhead directional signs, perforated screen panel wall graphics and directional ID signage. Printed on L&H’s advanced VUTEk printer, the wall graphics were directly printed on the perforated aluminum for consistent color and design. This color–white-color printing process guarantees the right saturation of color and cuts the production time in half, versus the traditional screen-printing process which ensured the project deadlines stayed on target. Also, the VUTEk inks deliver high performance and super flexibility for graphic applications on textured surfaces such as the perforated aluminum, to ensure excellent adhesion and extended color reliability.
High Limit Portal and Small Plaques
L&H partnered closely with Shawn Tieszan of S&J Enterprises to tackle the highly challenging customized High Limit Lounge signage. This ambitious project called for letters to be placed on an uneven, illuminated acrylic portal. Shawn Tiezan created the portal, and Eastern Sign Tech accomplished the installation.
“It was a great example of an off hour’s logistical coordination between unique trades,” said L&H Vice President of Operations Matt Robinson. “We all partnered to make sure everything went just right. Timing, workspace and protection was crucial, as we only had one shot at this installation.”
Sarah Friedman, Director of Project Management, explained that the difficulty of the High Limit sign came in fitting each letter to the pattern so that it lined up perfectly. If that would not have been the case, the sign would have failed.
“This was such a critical point in the project where members from each company involved worked tirelessly day and night”, Friedman said. “We required the installers test fit each letter to the pattern to assure all pieces lined up perfectly.”
In addition, High Limit small plaques were fabricated and set onto hand-polished stainless-steel backgrounds. Hand polishing each background insured a captivating shine greeted all who entered the distinguished lounge.
Another highly customized sign was designed for the Plum Lounge. While Kiku Obato delivered a unique design intent, it was not clear how the sign would be engineered and fabricated, or what materials would be used.
The L&H team stepped in to assist Kiku Obato in converting its intent into a fabricated custom sign with hand polished metal letters and border. The result? A work of art which added the vital elegant dash of class to the lounge entrance.
How this Project Worked
L&H Companies readily accepted the challenge, tackling a project which called for production, engineering and installation of 5,000 signs in three months. This work required high levels of coordination, teamwork, and vision. With an incredible collaborative effort among Kiku Obata, Hard Rock International, and the L&H Companies team, we rocked it!
L&H managed the project from start to finish, and attended the grand opening of the Hard Rock Hotel & Casino Atlantic City on June 28.
“That opening day was a great one for Hard Rock and L&H Companies,” said Chris Heinly, L&H President and Owner. “We were confident that we could deliver on this project, and with a whole lot of teamwork and dedication, we did exactly that.”