time. There were also plans to expand the convention and meeting space, but not the hotel. The resort's chief financial officer said it was unlikely that the hotel would ever exceed 800 rooms, because of a desire to maintain the resort's small scale and because of lack of space. The garage expansion was completed in January 2004, and added 280 new parking spaces. Construction on additional meeting space was delayed while hotel officials evaluated whether to add a new hotel tower, which would be built simultaneously with the meeting facility. An email marketing campaign was launched in December 2003, targeting 250,000 Hard Rock subscribers. The goal of the campaign was to have customers reserve rooms directly with the resort, bypassing online bookers. The first two days of the campaign produced the highest number of direct reservations in the hotel's history. In 2004, a multimillion-dollar marketing campaign was being planned to promote the resort's image as a party environment, with young adults as the target demographic. The Hard Rock launched a second, successful email marketing campaign later that year. Residential project In July 2004, the Hard Rock was considering a purchase of 23 acres located directly west of the resort. The property was occupied by the Paradise Bay Club apartments, with nearly 550 units. The land would be used for an expansion of the Hard Rock. Morton purchased the adjacent property in September 2004, at a cost of $86 million. That month, Morton announced plans for a $1 billion condo hotel addition, consisting of four towers with a total of at least 1,500 units, to be built on the newly acquired property. At the time, Las Vegas was experiencing a condominium boom. Morton described the new project as a chance for people to own "a little piece of the Hard Rock." Other features in the project would include restaurants, retail shops, nightclubs, and a health spa. Construction was expected to begin in 2005, with completion of the first phase in 2006. In March 2005, early planning work was underway on the proposed expansion, which was scheduled to open in mid-2007. Part of the expansion would include a relocated and expanded version of the Joint that would also open in 2007, while the original Joint would be demolished, to make room for new casino space. Supermodel Claudia Schiffer and her husband Matthew Vaughn purchased a $2.5 million suite in one of the