Atlantic City, NJ (CBS) – Casino regulators down the shore have given a green light for construction of a so-called “boutique” casino that’ll carry the “Hard Rock” name on the south end of the Atlantic City boardwalk.

Hard Rock executives looked at a half dozen casinos already there, but in the end CEO James Allen made the decision.

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“New is better. We think that we can grow the market. We feel that, just by taking one of the existing properties and putting our logo on it would have created some short term excitement but, frankly, not long term success for anybody involved.”

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The Casino Control Commission approved the bid by a group called AC Gateway to build a $465 million facility with 208 hotel rooms to start. That’ll grow to 850 over time. Look for restaurants, shops, even a pool on the beach.

Groundbreaking is expected before mid-July with phase one up and running some two years after that, assuming Hard Rock gets a license to open. They plan to employ more than 1,400 people.

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Reported By David Madden, KYW Newsradio