LIVING OUR MOTTOS
Social purpose is the life of Hard Rock, a company founded on the mottos – Love All-Serve All, Take Time To Be Kind, Save The Planet, and All Is One. We work to improve lives, help communities and sustain the earth, infusing the power of music into all we do, wherever we are. Today, more than 40,000 Hard Rock employees enact our mottos’ global values across 248 locations that include owned/licensed or managed Hotels, Casinos, Rock Shops® and Cafes spanning 74 countries.
Recpient of the Forbes America’s Best Large Employers award in 2019.
#1 Land-Based Gaming Operator in the World 2018.
LOVE ALL-SERVE ALLOur 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.
FIGHT AGAINST HUNGER | Through the Hard Rock Heals Foundation, a portion of all proceeds from the 24-Karat Gold Leaf Steak Burger™ in Hard Rock Cafes Worldwide benefit Action Against Hunger to assist in the fight against world hunger.
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.
DISASTER RELIEF | | $1.5 million of healing has been extended to countries and local communities experiencing a range of crises and disasters since 2016.
More than $8,000,000 invested to support music based programs and partnerships around the world.
$7,000,000+ raised for breast cancer research and education, through a global network of partners.
TAKE TIME TO BE KINDWe 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?
In our gaming business, we look out for those who may be vulnerable. While most people treat gambling as entertainment and effectively manage the time and money they spend, some struggle to control their behavior, and as a result, experience harm.
OUR COMMITMENT | We want our players to make informed choices about their gambling and to get help when they need it. Our responsible gaming program works to address problem gambling through player education, the promotion of healthy play habits, and training employees to refer at-risk players to professional help. We partner with the Florida Council on Compulsive Gambling, one of the USA’s leading providers of gambling help services, including a 1-800 support line, counseling, education and outreach.
OUR GOAL | To help keep players healthy, so they can return to our integrated resorts for decades to come. Positive long-term growth requires care and social responsibility at the core of our business. We value the external experts who help us achieve our goals and leadership aspirations.
SOCIAL RESPONSIBILITY AWARD
LEADERSHIP IN RESPONSIBILITY GAMING | US National Council On Problem Gambling.
- Outstanding commitment to addressing problem gambling
- Demonstrate leadership for problem gambling treatment funding, access to therapeutic support
- Leadership as a partner and funder of gambling addictions services in Florida
- First industry gaming operator to receive this distinction
US National Council On Problem Gambling Award for Leadership in Responsible Gaming.
Committed to increasing public awareness about problem and compulsive gambling.
ALL IS ONEWHAT ELSE DOES ALL IS ONE MEAN?
Many things, especially the diversity upon which Hard Rock was built. For example, Forbes named Hard Rock one of 2018’s Best Employers for Women, for successfully increasing opportunities for women.
With its clan-based, matrilineal culture, the Seminole Tribe of Florida’s history includes the 1967 election of the first woman, Betty Mae Jumper, to ever Chair any tribe in North America. Today, Seminole & Hard Rock’s Women in Leadership program boosts the percentage of women holding senior management positions.
Awarded in 2018 for advancing women into management and leadership positions.
Seminole and Hard Rock’s program boosts the pecentage of women in senior management.
SAVE THE PLANETFor 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 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 30,000 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 2,100 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.
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.
Distributed more than 48 million bars of soap to over 127 countries.
Wilderness preservation, and the reduction of human impact on the environment.