Fans steadily flowed through the Hard Rock Cafe in River North on Saturday, taking photos of its gigantic, V guitar neon sign outside and admiring the rock 'n’ roll memorabilia inside for the last time.The restaurant, at 63 W. Ontario St., closed Saturday night after nearly 40 years in business as one of Chicago’s beloved destinations for tourists and rock enthusiasts. Signs at the front door indicated all sales were 75% discounted.Several customers walking out of the restaurant said the final day of business felt like the end of an era.“I like the memorabilia and everything, and you know, last day, I wanted to see it one last time,” said Kenny Levine, 45, who lives in Madison, Wisconsin. “It’s like an institution, and seeing it close is kind of sad.”Levine’s a “big rock music fan” whose favorite band is Guns N’ Roses, though he enjoys most any classic rock.“I hope they reopen it,” Levine added. “I think the reason they closed is because most young people don’t listen to rock music anymore.” All sales were discounted 75% on Saturday, the final day of operation of the Hard Rock Cafe in River North. The company also operates Hard Rock Casinos in suburban Rockford and northwest Indiana.Kade Heather | Sun-Times Hard Rock has not said why the location closed. A spokesperson did not reply to a request for comment, and management declined to comment.The restaurant has said it would provide employees “outplacement support and resources” and encouraged them to apply for other open positions within the company.“Hard Rock has enjoyed serving the Windy City community for nearly 40 years and playing a role in the city’s celebrated dining culture,” a Hard Rock Cafe spokesperson previously said. “We are so grateful to our incredible team members, community partners and fans for their support and memories all this time.” Related Hard Rock Cafe to close River North location after 40 years Between a rock and a Hard Rock place? Casino developer hears resident gripes about traffic, crime — and looming ‘millstone’ Hard Rock has 319 other locations in 79 countries, including the Hard Rock Casinos in suburban Rockford and northwest Indiana. The River North location opened in June 1986, and the building was designed by Stanley Tigerman, a giant of Chicago architecture.Ivanke Gajecky brought her daughter downtown Saturday evening from Park Ridge “just for fun,” and, of course, because “we just needed a burger.”She recalls hearing about the location closing this year, but it wasn’t until she overheard someone in the restaurant talking about it that she realized Saturday was its last day.Gajecky, 51, also remembers eating there as a kid and sometimes taking visitors from out of town there over the years.“We’re just sad to see it go and we’ve got some good memories,” she said, moments after taking a selfie with her daughter in front of the giant guitar. Visitors took selfies Saturday in front of the Hard Rock Cafe’s V guitar neon sign. Kade Heather | Sun-Times Juba and Kalley McElroy, from Saginaw, Michigan, were on vacation with their 14-year-old son over the weekend and they decided to visit the Hard Rock to take in the atmosphere. They found out the restaurant was closing after they arrived.“That’s why they didn’t have any clothing,” said Kalley McElroy, 42. “I guess knowing it’s their last day, it explains why they don’t have steak, no food, like, they were out of a lot of stuff.”She had been to the restaurant several years before, but Saturday was her husband and son’s first time there.“At least we got to visit it before it closed,” Juba McElroy, 45, said. “We can say we’ve been to Chicago, went to the Hard Rock before it closed.” A custom-made “Funk Box” guitar, owned by Bo Diddley in the mid-80s. Sun-Times file A drum kit owned by former Cheap Trick drummer Bun E. Carlos is part of the Hard Rock collection. Sun-Times file Cheap Trick guitarist Rick Nielsen’s 1988 Hamer checkerboard guitar at the Hard Rock. Sun-Times file ...read more read less