Spearheaded by nightlife veteran Rich Rosen in a licensing deal with Hogan, the $7 million, 9,000 square-foot space, named Slam, is due to open in the fall across from Madison Square Garden at 461 Eighth Avenue, at 31st Street, offering wings, beer, and big-screen wrestling highlights under Hogan’s banner. It was set to be the first licensed Hogan concept in New York City, with a name meant to echo both wrestling and the MSG arena down the block.
Now, Slam may open as something different than originally planned: not just a fan-fueled bar and restaurant but a posthumous tribute. Hogan, born Terry Bollea, has been a pop culture fixture since the 1980s, a mainstay at Madison Square Garden, where he headlined countless WWE events. He was also known for his racism caught on the infamous sex tape, for which he sued Gawker for what ended up to be $140 million — and won, which led to the demise of the publication. Most recently, he had aligned himself with President Donald Trump, having ripped off his shirt during his speech at the RNC convention and said he’d like to be vice president someday.
In Rosen’s pitch to Hogan, he said the Midtown location “was his story,” referring to the bar’s close proximity to the arena where much of Hogan’s fame was forged. Slam was designed to be “big, bold, and nostalgic,” with Hogan’s Real American Beer on tap and walls covered in memorabilia. Construction is still underway, and as of this writing, the team hasn’t announced changes to the concept or opening timeline.
Eater has reached out to Rosen for an update.