Midtown Manhattan is set to see the arrival of a new nightlife venue as professional wrestling icon Hulk Hogan collaborates with New York nightlife entrepreneur Rich Rosen to open a $7 million, 9,000-square-foot bar named Slam. Located across from Madison Square Garden—often referred to as Hogan’s “spiritual home”—the venue will showcase wrestling memorabilia and screens featuring highlights from Hogan’s WWE career. According to Page Six, the venue will also serve Hogan’s own beer brand, Real American Beer.
The interior design of Slam is intended to reflect the atmosphere of Madison Square Garden, with features such as a Jumbotron planned to enhance the experience. Rich Rosen described his efforts to involve Hulk Hogan in the project, telling Page Six that he "basically waited 5 hours on line to get two seconds with Hulk Hogan." Rosen explained, "I walked up to Hulk, I dropped the picture in front of him,” referring to a photo of Madison Square Garden and the nearby bar location. Following this meeting, Hogan agreed to a licensing agreement, citing the venue's proximity to a key site from his wrestling career.
Slam, situated at 461 Eighth Avenue, is scheduled to open in the fall and will occupy three floors, including a rooftop section. While Hogan isn't reported to have a direct ownership stake, the partnership allows the establishment to capitalize on his fame and name. Eater NY notes the neighborhood around 1 Pennsylvania Plaza has been on the upswing, citing the emergence of new businesses and a more inviting atmosphere for pre-event activities at nearby Madison Square Garden.
Hogan, a WWE Hall of Famer and cultural icon, is expanding his entrepreneurship into the New York bar scene after having previously set up Hogan's Hangout in Clearwater, Florida. Aside from the bar, Eater NY reports that Hogan's Real American Beer brand is in discussions to acquire the intellectual property of Hooters, which has recently filed for bankruptcy. These business ventures come alongside Hogan's affinity with former President Donald Trump and his express interest in politics.
The opening of Slam adds to Hulk Hogan’s brand and introduces a new venue for fans. Midtown Manhattan continues to develop with new businesses, including sports-themed locations like Slam. The outcome of Hogan’s business activities outside of wrestling, including this bar, remains to be seen.
