Hard Rock International - From Iconic London Café to Gambling Industry Powerhouse

Author: Matthew Haynes

London in the early 1970s, unbeknown to many, was on the brink of a significant economic expansion. The capital city of England and a major city in terms of its influence on the global stage. It was just after the so-called ‘Swinging Sixties’, though there was somewhat of a lull.

In 1971, two businessmen Peter Morton and Isaac Tigrett developed the first Hard Rock Cafe, after the two Americans had trouble finding a good burger while living in London. Only being handed an initial six-month lease, nearly five decades later it is now a global brand having made forays into multiple industries, the main of which land-based casinos.

Certainly, it was one of the components that helped to drive the central London economy and it remains to this day, one of the major tourist attractions in the fashionable West End.

Hard Rock's Journey - From Iconic Café to Global Casino Leader

Over two decades later, Hard Rock was a truly global brand with multiple locations in the US and Asia. in 1995, the first Hard Rock Hotel & Casino on the Vegas Strip in Nevada. The Hard Rock brand was already prevalent in the country and, as a result, the company recognised the increasingly growing Las Vegas gambling market as a means of adding further revenue generation.

Today, it remains the flagship Hard Rock Hotel & Casino, despite there being others around the country, while it has developed into a popular choice for gamblers.

In the decade that followed, Hard Rock as a casino and hotel brand seemed to go under the radar - for many they identified Hard Rock as a cafe, which was its original value proposition.

Despite this, the business was still flourishing and continued to do so having developed multiple assets of its brand, including merchandise such as t-shirts, while also becoming known as somewhat of a music brand; building on its edgy marketing.

Multiple hotels and casino resorts were also developed under the brand name across numerous states which led to a significant milestone during the mid-2000’s which certainly made the gambling industry sit up and take notice.

The Landmark Acquisition of Hard Rock International

In December 2006, the Seminole Tribe of Florida purchased Hard Rock International for a deal that was worth $965 million, which sent reverberations around the industry. Its owner, Rank Group had listed the company for sale in the summer of that year in a bid to raise investment to focus on its increasingly expanding portfolio that included numerous other brands, particularly in the bingo sector.

Its owner, Rank Group had listed the company for sale in the summer of that year in a bid to raise investment to focus on its increasingly expanding portfolio that included numerous other brands, particularly in the bingo sector.

However, the deal did not include the flagship, Hard Rock Casino and Cafe in London, which was amalgamated under Rank’s gaming assets. Neither did it include the US brand icon; the Hard Rock Hotel and Casino in Las Vegas, which was sold for $770 million the previous May to Morgans Hotel Group.

Under the Seminole Tribe, the Hard Rock International brand essentially stayed the same, maintaining the very similar principles that its previous owner Rank Group had established. Over the next few years, following one of the biggest acquisitions in the gambling industry, the company enjoyed substantial expansion, developing multiple properties around the world.

Clearly, that was always the plan when Seminole set its sights on purchasing the brand and, since they have embarked on a steady project over the years, careful planning underpinned by a strategic blueprint that has seen it grow significantly.

Over the last decade and under the leadership of the Seminole Tribe, the Hard Rock International brand has continued to go from strength to strength, making further inroads in the gambling industry and, essentially, becoming a force to be reckoned with.

There have been significant new developments around the world, though within America in particular, with the Hard Rock brand having a substantial US presence.

Ambitious Expansion Becomes New Catalyst for Growth

In 2019, the Seminole Hard Rock Hotel & Casino in Tampa Bay, Florida unveiled its $700 million expansion, in what was a major signal of intent. It consisted of an increase in facilities and had developed into a statement resort.

Included were three swimming pools and 14 restaurants, while a further 1,000 slot machines, 41 gaming tables and a state-of-the-art poker room with 46 poker tables. As a result, there were almost 5,000 slot machines, 179 table games, in addition to a highly impressive casino VIP experience that included exclusive check-in and private elevator access plus a brand new, imposing tower.

Since its redevelopment, this has attracted a lot of tourists; the facilities acting as a major hook, due to the fact that you do not necessarily need to be interested in gambling, while the area of Tampa also makes this a popular destination for international holidaymakers.

During that period of time, Seminole also revealed its incredible $1.5 billion expansion of the Hard Rock Hotel & Casino Guitar Hotel in Florida, which elevated its status to ‘world class’ level becoming an elite gaming destination almost overnight.

It included 195,000 square feet of gaming space, a 13.5-acre pool with a lagoon experience, overwater cabanas, luxury spa and 42,000 square feet of gymnasium. In addition, the gaming area is one of the most impressive of any of Seminole’s Hard Rock properties, with thousands of table games and slot machines.

Seminole Gaming Eyes New York and California Expansion

Last year, the tribe indicated its intentions to expand further across the US and it was suggested that it would target New York and California after its success in Florida. Speaking last year, David Hoenemeyer, Chief Operations Officer at Seminole Gaming, on the subject of further expansion and possible locations, revealed:

“We’ve got a lot of expansion plans we’re talking about that are big-picture things. Maybe doing a hotel in Coconut Creek. We’ve got a big parcel of land in Hollywood, so maybe some expansion there. The company will continue to expand, not only outside of Seminole Gaming but Hard Rock International. So we’ve got a deal in place in Athens, Greece. New York City is one we’re in the hunt for. That’s a big pearl.”

There is no doubt that New York would be a major coup for the company - already there are tenders out to developers for a handful of land-based casinos, though as yet and, perhaps surprisingly, Seminole and Hard Rock are seemingly yet to throw their names into the hat.

Times Square would have been a perfect location, however, Hoenemeyer explained the reasoning as to why they did not submit a proposal and instead decided to focus on Citi Field: “That’s the best location. And I don’t say that as a homer. I say that as reality. Nobody wants a casino in Midtown. You need to be in a place where people can kind of get to. Midtown is just … Worse every time I go. I have two daughters that live there. Every time I go, three days and I’m out. I can’t take, and I grew up there.

He also revealed plans for another location on the west coast, precisely in California in the Bakersfield area, the closest casino to downtown LA.

Hard Rock Joins the Online Sports Betting Industry

Following the fantastic success and growth of the brand over the last decade, the next few years certainly hold a lot of potential. Hard Rock recently launched its own online sportsbook, available to customers in Florida and Arizona, after establishing partnerships to enter the latter with the Navajo Nation (NNGE) showing eager enthusiasm to collaborate.

The NNGE have discussed before their views on mobile sports and event wagering as a significant new offering. The Hard Rock Sportsbook mobile platform, along with its brick-and-mortar operations, will probably provide a wide range of wagers, marketing promotions, and cross-marketing offers that are unique to both the Navajo and Hard Rock brands.

The NNGE has a proven track record of creating new jobs, developing innovative, high-quality facilities and products, and building utility infrastructure that supports other businesses and residential areas on the Navajo Nation. Partnering with Hard Rock Digital fits seamlessly with their strategic plan and enhances their existing offerings.

Digital growth of the brand will undoubtedly continue to be a priority, alongside a flurry of merger and acquisition activity over the last few months as it aims to continue its upward trajectory around the world.