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Las Vegas rights purchase paves way for potential Hard Rock enhancement

Hard Rock International logo. (PRNewsFoto/Hard Rock International)

HOLLYWOOD – Hard Rock International, known globally for its hotel, gaming, entertainment and restaurant venues, has struck a deal that could increase its presence in Las Vegas.

HRI announced May 13 that it has purchased all rights to the Hard Rock brand and related trademarks in Las Vegas from Juniper Capital. Juniper, a private equity firm, and other partners, including Virgin Hotels, purchased the Hard Rock Hotel & Casino Las Vegas in 2018 from Brookfield Asset Management. The venue closed in February for renovations and is scheduled to open this fall as Virgin Hotels Las Vegas with Connecticut-based Mohegan Gaming & Entertainment managing the gaming side.

Thanks to this week’s deal, HRI has additional growth opportunity in Las Vegas, which is home to a Hard Rock Cafe. HRI and its affiliates are no longer restricted from developing, owning, licensing, managing or operating any Hard Rock-branded casino and integrated resort within Clark County, Nevada, which includes Las Vegas. Additionally, HRI now has exclusive full rights to memorabilia, merchandise and signage as well as intellectual property rights for affiliated restaurant and entertainment trademarks and website domain names.

“This agreement marks an exciting chapter for Hard Rock, in Las Vegas and beyond,” Jim Allen, chairman of Hard Rock International, said in a statement. “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.”

Through ownership, licensing and/or management, Hard Rock has 262 locations – including casinos, hotels, Rock Shops and Cafes – in 76 countries.

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