About Us

Hard Rock is known for its community engagement and respect for local culture and customs. Hard Rock effectively integrates the Hard Rock brand with the legendary products and services to bring unique experiences to every community in which it operates. Hard Rock views this as a major differentiator, especially in a region so steeped in music history. No other casino company has the global brand awareness and operational expertise that Hard Rock enjoys.

History in the making

Find out what makes us rock—from our roots and company values to the mottos that we live by. This is what makes us Hard Rock.

Our Mottos

  • In 1971, Hard Rock's founders, Isaac and Peter, pursued their vision to open the first Hard Rock Cafe in London to break down class barriers as a place where "bankers could hang out with bakers."

    Fifty years later, Hard Rock continues this tradition through the Office of Diversity, Equity & Inclusion, which works to integrate our motto into daily business operations and critical business decisions.

  • Hard Rock’s perspectives and history shape how we serve our communities. Wherever we operate, Hard Rock invests locally, nationally and globally across causes that matter most to the 253 locations that we operate. We support our guests, team members and their families.

    Year after year, we champion common priorities, including: hunger relief, cancer prevention, diversity equity and inclusion, human trafficking prevention, children’s hospice care, socioeconomic conditions, and inspiring people’s connection to music.

  • Our compassion and care for our guests and communities make everyday life better.

    We pay special attention to guests who may have problems with their gambling and on addressing and preventing sexual, labor and other forms of exploitation of children and vulnerable people, and are actively involved with supporting human rights.

  • Hard Rock is growing efforts to sustainably address waste, energy, and water, by driving operational improvements, engaging non-profit partners, and pursuing best practice collaboration with vendors. 


Awards & Recognitions