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US – Hard Rock casino could return to Las Vegas following trademark deal

By - 13 May 2020

The Hard Rock casino brand could be set to return to Las Vegas following a deal which will lift restrictions on Hard Rock from developing, owning, licensing, managing or operating any Hard Rock-branded casino and integrated resort within Clark County, Nevada.

The off-strip Hard Rock casino closed in Las Vegas in February to undergo renovations and reopen as Virgin Hotels Las Vegas in Autumn.

The deal was struck between Hard Rock International, the world-renowned entertainment and hospitality brand, who purchased all rights to the Hard Rock brand and related trademarks in Las Vegas from Houston-based private equity firm, Juniper Capital, which purchased the Hard Rock Hotel & Casino – Las Vegas in 2018 from Brookfield Asset Management.

The transaction also allows HRI exclusive full rights to memorabilia, signage and merchandise, along with intellectual property rights for affiliated restaurant and entertainment trademarks and website domain names. Last year, Hard Rock International and the Seminole Tribe of Florida and Seminole Gaming opened the $1.5bn expansion at Seminole Hard Rock Hotel & Casino Hollywood with a 450-foot high Guitar Hotel which would not look out of place in the Nevada skyline.

“This agreement marks an exciting chapter for Hard Rock, in Las Vegas and beyond,” said Jim Allen, Chairman, Hard Rock International. “We look forward to the opportunity of enhancing our presence in Las Vegas, which will always be one of the most iconic entertainment markets in the world.”

As an internationally recognised brand known for amazing experiences and premiere hospitality, HRI will now be able to own and manage the ultimate guest experience in Las Vegas.

Caption: Seminole Hard Rock Hotel & Casino Hollywood

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