Hulk Hogan-themed NYC bar nearly died with WWE legend — until his son stepped in to save project

A New York hospitality veteran’s dream project — and a $7 million investment — nearly died along with Hulk Hogan.

But Page Six hears the late Hulkster’s son, Nick Hogan, has stepped into the ring to make sure fans gets to experience his father’s final vision.

Rich Rosen, a longtime New York nightlife veteran, told Page Six in June 2025 that he was overwhelmed with joy and disbelief when Hogan agreed to partner with him on Slam, a massive three-story sports bar directly across from Madison Square Garden — the Hulkster’s spiritual home and the place where he cemented his legend.

We reported at the time that Rosen bought a ticket to an autograph signing to make an audacious pitch to the superstar.

“I basically waited five hours on line to get two seconds with Hulk Hogan,” Rosen told us. “I came with an 8-by-11 glossy picture of Madison Square Garden, and in the picture is our [storefront].” He said he told Hogan, “That’s my [storefront], that’s the Garden and you’re my new partner.”

But just as the multimillion-dollar launch was getting ready to rumble, tragedy struck: Hogan died of a heart attack that July at 71. Fans and investors were left wondering whether Slam would ever make it out of its corner for Round 1.

“When I got the news, I was devastated,” Rosen told Page Six a year later.

But Slam wasn’t ready to tap out.

Nick has stepped up to fulfill his father’s vision. “It wasn’t even a question,” Hulk’s kid told Page Six this week. “This was always happening. If anything, it has a greater purpose now than ever.”

After Hogan’s passing, Rosen appointed Nick vice president of American Sports Bar Entertainment, making him the public face of the brand.

A weeklong grand opening is planned for later this year, with Rosen and Nick promising a celebration worthy of the WWE legend.