Serving People and Our Planet

LOVE ALL, SERVE ALL

Our brand plants the roots of its global soul in every place we live. Hard Rock founders, Isaac Tigrett and Peter Morton, were two young Americans who brought together American food and rock ‘n’ roll in London, heart of the world’s music scene in 1971. They wanted a cafe that embraced everyone, whatever their background, to unify a world where "bankers did not hang out with bakers."

When the Seminole Tribe of Florida acquired Hard Rock in 2007, two great cultures were joined. Built on the values of integrity, respect, and accountability, the Seminoles launched the first Native American casino in 1979. Today our unconquered vision drives unparalleled service across cafes, hotels and casinos in pursuit of an unlimited future for Hard Rock, one of the world’s growing and best regarded consumer brands.

We thrive wherever we operate because communities welcome us. Every day we work to grow our social value and build trust with everyone we touch.

WHAT DOES LOVE ALL, SERVE ALL MEAN?

Through local, national and global philanthropy, we invest in efforts that advance health, wellness, social conditions, economic well-being, disaster relief, and environmental sustainability.

Specific causes include autism awareness, cancer prevention, human trafficking prevention, hunger relief, children’s hospice care, elderly learning, cognitive training, peace-building in war-torn regions, and improving socioeconomic circumstances. We also invest in programs that inspire people’s connection to music—its performance, education, artistic development, culture, history, and local talent.

To address vital necessities for team members during the pandemic, the Seminole Tribe of Florida and Hard Rock International devoted over $90 million in COVID-19 relief efforts across the company portfolio, which supported team members through the continuation of pay following the property’s closure, benefit extensions, and several grocery gift card distributions.

FIGHT AGAINST HUNGER | Hard Rock Heals Foundation in partnership with WhyHunger, have created several  global campaigns efforts that include limited edition merchandise, food drives, live music events, and other fundraising efforts to help fight childhood hunger and poverty worldwide which have raised millions of dollars over the last 20 years.

STAR POWER | Hard Rock partners with top musical artists, ranging from emerging to iconic in support of charitable efforts around the world. Whether it is Bruce Springsteen, Shakira, Imagine Dragons, or Rihanna, we fuse the power of their music and our brand to heal.

In 2020, Hard Rock sponsored PLAY ON benefit concert to help to bring awareness for transformational racial, social and food justice benefiting longtime partner WhyHunger and the NAACP Legal Defense & Educational Fund, Inc. (LDF). The primetime one-hour PLAY ON benefit concert special featured a star-studded lineup of performances streaming from iconic music venues from coast to coast.

DISASTER RELIEF | $90 million of healing has been extended to countries and local communities experiencing a range of crises and disasters since 2016.

TAKE TIME TO BE KIND

We attract employees whose compassion and care for our customers and communities make everyday life better. We reinforce this collective empathy with formal training for everyone who joins Hard Rock.

WHAT ELSE DOES TAKE TIME TO BE KIND MEAN?

ALL IS ONE

WHAT ELSE DOES ALL IS ONE MEAN?

SAVE THE PLANET

For decades, Hard Rock and the Seminoles shared a deep commitment to building an environmentally sustainable future. Whether through operational improvements, partnerships with environmental organizations, or best practice collaboration with vendors, we are growing our efforts to sustainably address waste, energy, and water based on evidence and standards. To date we have focused on managing recycling and waste for: building materials, cooking supplies, electronics, paper, and uniforms. Our customer facing efforts include recycling cardboard, paper products, bottles, and disposable foam and plastics.

WHAT ELSE DOES SAVING THE PLANET MEAN?

PARTNERSHIPS-CLEAN THE WORLD | Hygiene-related illnesses, such as pneumonia and cholera, kill almost 5,000 children every day. Clean the World is a global not-for-profit that re-purposes hotel soap and hygiene products, saving millions of lives while simultaneously diverting hotel waste from landfills.

Hard Rock’s 2018 partnership converted 40,140 containers of leftover soap and bottled hygiene products into Clean the World Hygiene Kits, for use in shelters, food pantries, and disaster recovery organizations in the United States. Our first donation aided victims of Hurricane Michael. Our ongoing relationship is projected to provide approximately 7,230 pounds of soap to Clean the World annually.

PARTNERSHIPS-WORLD WILDLIFE FUND | World Wildlife Fund (WWF) is a global leader in conservation with a focus on protecting the future of nature. Hard Rock partnership began with a limited-edition “Save the Planet” co-branded T-shirt, which directs proceeds to WWF’s initiatives to reduce the most pressing threats to the diversity of life on Earth. The shirt’s cotton and recycled polyester yarns by REPREVE® avoid new petroleum, reducing greenhouse gas emissions, conserving water and energy. Hard Rock properties also promote WWF’s Earth Hour and employee education programs.

EVOLVING OUR BUSINESS | In 2018, we announced our goal to eliminate plastic straws at properties worldwide. This effort can help reduce the plastic straw waste – estimated between 437 million to 8.3 billion straws – that wash up on the world’s coastlines.

HUMANE TREATMENT OF ANIMALS | Responsible animal care standards apply to Hard Rock International’s primary sources for poultry and eggs in the USA, Europe and the UK. These standards address the treatment of animals, elimination of antibiotics and hormones, and cage-free eggs, and the application of standards is verified by either a third-party claim, a regulatory claim, or verified by the source supplier.

While several other brands have stated that they will go cage free by 2025 or beyond, Hard Rock’s cage-free practices are very well established in many jurisdictions worldwide, routinely exceeding all federal and local guidelines in the more than 70 countries in which we operate. Our owned hotels, casinos and cafes worldwide will be using 100% fresh cage free egg products by April 1, 2021. Many of our locations have been using cage free products since 2012.

Hard Rock remains committed to the quality of care and humane treatment of all animals in our global supply chain. We will continue to evolve practices, working closely with our franchise partners and global network of suppliers to ensure that ethical and humane treatment standards continue to be met or exceeded.

Very soon, Hard Rock will announce new partnerships with global environmental organizations, and forward-looking commitments for Seminole & Hard Rock to comply with independent international sustainability standards and science-based targets.