A 'Hard Rock' in Philly? Depends who you ask

City officials said the hit restaurant is on its way, but chain managers said not to count on it. A Philadelphia branch of the Hard Rock Cafe will open within the next three years, city officials say -- but that's news to the restaurant's management. Philadelphia officials said yesterday that the chain has laid the groundwork for its first operation here. "The company has already begun filing permit requests to begin construction," said an official for the city's zoning department. "They have the blueprints largely drawn up." But Hard Rock officials in Orlando and Los Angeles said they don't know of any plans to open shop. "We're normally the first to let people know that we're coming to an area," said Jeff Wagner, the chain's marketing director. "But I don't have any type of announcement to make today about coming to Philadelphia, nor do I think one is coming in the near future." Still, the city official insisted, "Hard Rock wouldn't have wasted all that time and money on permits and plans if this wasn't going to happen." He explained the restaurant will be located near the Reading Terminal in Center City as part of a large-scale effort to revitalize downtown Philadelphia. "Bringing well-known restaurants and entertainment facilities to Center City has been a pet project of Mayor [Ed] Rendell's since his re-election," he said. "But you always need one big-name company to commit before others are willing to make the necessary investment." He added that the city expects the 10,000-square-foot restaurant -- one of more than 60 branches around the world -- to generate approximately $15 million in sales revenues for food and souvenirs. In addition, the city hopes the restaurant will serve as a "magnet" to draw people and businesses to the district. "This is a big step towards making Center City flourish," he said. "We want people to be excited again about coming downtown." But Wagner said developers and politicians often spread rumors that the company is moving into an area as a way of drumming up business. "These stories are perpetuated by those with a vested interest in people believing that we're on the verge of building a new branch," he said. "That may be the case here as well. "People will know when we decide to come," he added. "We won't keep it a secret."