Hard Rock Hotels & Casino: a brand report
The Hard Rock brand has always been synonymous with a lifestyle of excess. This was the aim of the brand’s American creators, Peter Morton and Isaac Tigrett, when they founded the first ever Hard Rock Cafe in London’s Piccadilly Circus in 1971, riding on the coattails of the Swinging Sixties. The first Hard Rock Cafe became decorated with music memorabilia and so took on its character as an edgy hub for rock ‘n’ roll that united good music, great food and cool people, bringing them together under the Hard Rock roof to have an excellent time in style. The concept of the Hard Rock Hotel and Casino was essentially a byproduct of this supposed debauchery, providing somewhere for the die-hard partiers that frequented the cafes to crash after a long night.
Now the Hard Rock Hotels and Casino arm of the brand has 23 hotels internationally, spanning North and South America, Europe, Africa, the Middle East and Asia Pacific in locations as diverse as Tenerife, Brasilia and Abu Dhabi. Each hotel has a 5 star ranking and is in keeping with the identity of the brand; luxurious yet edgy design, with gold, chrome and leather furnishings set against the all important soundtrack that defines the Hard Rock way as an entertainment and lifestyle brand.
The first Hard Rock Hotel was opened in 1995 near the Las Vegas Strip in Nevada and has gone on to open 22 more hotels and casinos since then, cementing the brand’s place in the international hospitality scene. Other branches of the brand include Hard Rock Park and Hard Rock Stadium.
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