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 253 locations that include owned/licensed or managed Hotels, Casinos, Rock Shops® and Cafes spanning 68 countries.
This NCPG award honors the PlayersEdge casino team member training program. Based on a segmented education strategy to help all gamblers, PlayersEdge is changing how we talk about gambling.
PlayersEdge team member training speaks a new language of responsible gambling in the voice of real gamblers. Starting with game facts and casino etiquette, it also helps players understand their own behavior, identify risks of gambling, and develop positive play habits. For those whose gambling has gone too far, PlayersEdge offers the assistance of voluntary self-exclusion and referrals to professional help and counseling services.
Our Safe + Sound program was developed by a team of hospitality and gaming experts in collaboration with worldwide health and sanitation specialists, such as Ecolab and NSF International, and includes directives of key agencies, such as the World Health Organization (WHO) and the U.S. Center for Disease Control and Prevention (CDC). Safe + Sound focuses on enhanced cleaning practices, social interactions and workplace protocols. All Hard Rock properties are required to pass a 262-point inspection independently assessed by NSF International.
Global Gaming Awards
J.D. Power Guest Satisfaction Study
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.
Year after year, we champion common philanthropic 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.
PINKTOBER: $10 Million+ raised for breast cancer research and education over 20 years through a global network of partners. 2021-22 was our best single year, raising more than $700,000.
Hard Rock raises funds every October by offering coveted limited-edition, pink themed merchandise including the PINKTOBER Ribbon pin, with all proceeds benefiting awareness and research efforts of national and local breast cancer charities.
FIGHT AGAINST HUNGER: $6.8 million raised in partnership with WhyHunger since 2018 to combat global hunger and poverty, providing 9.8 million meals to 120,600 children and their families in 31 countries. Annual global campaigns, featuring limited edition merchandise, food drives, live music, help fight childhood hunger and poverty worldwide.
Honoring 50th Anniversary of John Lennon’s “Imagine” to Combat World Hunger. Continuing our partnership with global non-profit WhyHunger and activist-artist Yoko Ono Lennon, Hard Rock launched the “Imagine There’s No Hunger” Collection of merchandise.
Our 37th Signature Series merchandise collection marked the 50th anniversary of the opening of Hard Rock’s first cafe in London, UK, and the release of John Lennon’s song “Imagine”. Hard Rock will donate 30% of proceeds from sales, contributing a minimum $450,000 to support WhyHunger and its mission to end worldwide hunger and poverty.
DISASTER RELIEF: $1.85 million of healing has been extended to countries and local communities experiencing a range of crises and disasters since 2016.
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.
CORPORATE SPONSORSHIPS: $2.1 million from 2018-21 across a range of organizations.
Our fans know us best from their favorite cities, the places they visit and live, so we help every community where we operate. Whether it is collecting for food banks, toy drives, and supplies for disaster relief, or improving local biodiversity, or championing 2SLGBTQ+ communities – our team members work to LOVE ALL and SERVE ALL.
$4.5 million from our Seminole and Hard Rock branded casinos in Florida, 2018-21.
$2.03 million raised across cafes, hotels, and casinos outside of Florida.
Hard Rock Heals Foundation
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.
We look out for those who may be vulnerable and provide them with the supports they need.
RESPONSIBLE GAMBLING: We want our players to make informed choices about their gambling and to get help when they need it.
Seminole Gaming & Hard Rock’s responsible gambling program, PlayersEdge, integrates policies, procedures, training, education, and help-referrals into business operations.
TRAINING & CULTURE-BUILDING: PlayersEdge defines and clarifies employees’ roles, while building skills and knowledge to effectively provide information and supports to players.
“Frontline Fundamentals” 30-minute online module is for all guest-facing employees. They learn the basics of problem gambling behavior signs observed on the gaming floor, player risk segmentation, actions to take, and when to escalate to supervisors.
“Supervisor Support” is for managers and supervisors, who receive 2-hour interactive classroom instruction through role-playing and scenario discussions. They learn how to intervene with guests who demonstrate risky behavior.
Training is co-designed and is co-delivered with the Florida Council for Compulsive Gambling and with Dr. Rory Reid, a neuropsychiatrist.
EDUCATION: PlayersEdge is a branded education program designed to meet the needs of all gamblers — from new and casual players – to seasoned regulars and anyone at-risk for or experiencing problems.
Promoting informed choices, positive play, self-identification of risks, and maintaining control the program provides facts and tips, strategies to manage play, as it inspires self-reflection, and bridges referrals for those who have gambled too much. Please see https://playersedge.org
Results since January, 2020:
COLLABORATION & FUNDING: Hard Rock and Seminole Gaming have been funding problem gambling support services for almost 30 years: $22 million contributed to the Florida Council on Compulsive Gambling (FCCG) since 1994. We work with local and state treatment resources and problem gambling agencies wherever we operate.
Other collaborative relationships include: the International Center for Responsible Gaming, Carleton University and the Ottawa Gambling Harms Prevention Network, Gold membership in the National Council on Problem Gambling, and annual sponsors of regional events such as the Ohio Problem Gambling Conference.
ANTI-HUMAN TRAFFICKING: We work to address and preventing sexual, labor and other forms of exploitation of children and vulnerable people, and to support human rights. Working with non-profit and community organizations, law enforcement, advocates and governments we aspire to lead the hospitality and entertainment industry in our efforts to combat human trafficking.
SIGNATORY TO THE ECPAT TOURISM CHILD-PROTECTION CODE OF CONDUCT: In 2021 our casinos and hotels implemented a framework of corporate policies and protocols, training, education and support.
VENDOR ETHICS STATEMENT: Signed attestations are required of third party contractors and service providers to repudiate and adopt a zero tolerance policy of exploitation and human trafficking.
TRAINING & CULTURE: 27,000+ global team members in casinos and hotel are trained on: definitions of human trafficking, human and children’s rights; visible signs of trafficking, abuse and harm; how to recognize signs; protocols for responding when trafficking is suspected; and reporting procedures. Messages and communications are posted back-of-house at properties to reinforce training.
PUBLIC EDUCATION: To prevent the luring of young people into trafficking we created the Social Identity Quest (SIQ) – an educational program delivered directly to high school students by classroom teachers. Developed in partnership with experts at ECPAT-USA and educators at EduNetwork Partners, the program prompts student-driven conversations to reflect on online habits and emphasize healthy decision making. Results to date include:
Adaptation of this program are being explored across other jurisdictions internationally.
PARTNERSHIPS: Corporate partners include: ECPAT-USA and ECPAT global affiliates, the American Gaming Association Taskforce. In Florida, we are part of Human Trafficking Coalitions in Broward and Hillsborough Counties.
Corporate Social Responsibility
Many things, especially the diversity upon which Hard Rock was built. Hard Rock International is one of America's Best Employers for Diversity in 2020, as ranked by Forbes Magazine in the category of Diversity within the travel and leisure category.
The top 500 companies are determined based on a survey of 1700+ organizations probing employer performance on topics of age, gender equality, ethnicity, disability, LGBTQA+ and general diversity.
In 2019 and 2018, Forbes rated Hard Rock as one of America's Best Employers for Women within travel and leisure.
2018-2020 Forbes Magazine One of America’s Best Employers for Women
To address the needs of all team members – including Native Americans, women, LGBTQ+ community, people of color (BIPOC), people with disabilities, and military veterans – we work to build effective policies, programs and practices. Our framework addresses people, culture and stakeholders.
Programs support diverse hiring and the development and advancement at the manager, director and VP+ levels. A slate of policy and diverse sourcing strategies are underway. The company has also enhanced career advancement programs for Women in Leadership as well as the Tribal Career Development Program.
Beginning in January 2022, new workforce demographic dashboards will allow the company to track and report diversity progress as well as employee engagement.
Supporting Racial Equity and Social Justice Efforts: Hard Rock and Seminole Gaming developed and launched unconscious bias education in 2021 for all employees. With a measurable goal of 20 percent participation by the end of 2022, these interactive experiences focus on minimizing the impact of bias in day-to-day practices and actions.
Women In Leadership
SUPPORTING OUR PEOPLE DURING COVID-19
Throughout the COVID-19 pandemic, the Seminole Tribe of Florida took action to care for its community, and for everyone working for Hard Rock and Seminole Gaming. To alleviate team members’ vital necessities during the worst of the pandemic, the Seminole Tribe of Florida and Hard Rock International contributed significantly, benefiting team members across the company portfolio when operations closed, and when they re-opened at reduced capacities.
COVID Relief efforts included:
$90 million in support for team members, highlights include:
$3.2 million: bonuses paid for front line workers in 2020.
Hard Rock and Seminole Gaming are growing efforts to sustainably address waste, energy, and water, by driving operational improvements, engaging non-profit partners, and pursuing best practice collaborations with vendors.
To build corporate plans and goals, we undertook in 2019 a benchmarking study and internal materiality analysis related to key sustainability areas across our operations. Referencing the United Nations Sustainable Development Goals, we developed in 2021 a framework that includes policies and practices to help guide standardization. These steps included:
Our data inventory of practices was derived from a comprehensive survey of sustainability practices across energy, materials and waste, water, food management, and community relations. Capturing a representative group of 40 properties across cafes, hotels, and casinos, the data has allowed us to set baselines, undertake analysis, categorize practices, and recommend actions and planning.
Sustainable Merchandise: Partnering with WWF, Hard Rock produced a limited-edition co-branded “Save the Planet” T-shirt.
The shirt’s cotton and recycled polyester yarns are manufactured by REPREVE®, a world-leading textile solution that helps to divert millions of plastic bottles from our oceans and landfills. The shirt's fabric blends off-white cotton and recycled polyester yarns use 60% ecologically sourced cotton and 40% REPREVE polyester. By avoiding the use of new petroleum in the manufacture of these shirts, fewer greenhouse gases are emitted, thus conserving water and energy.
Fans of Hard Rock merchandise who like sustainably-sourced products were happy to learn that a percentage of proceeds from the Save The Planet went to WWF, raising $50,000. The shirt was recognized with the 2019 REPREVE® Newcomer Award, which named Hard Rock as a Champion of Sustainability.
EARTH HOUR: Hard Rock and Seminole Gaming properties promote WWF’s Earth Hour and employee education programs. The global Earth Hour event inspires millions of people, businesses, and landmarks who host events, switch off lights, and build awareness for climate change action.
Each March, participating Hard Rock properties “go dark” for one hour at 8:30 pm local time, while delivering fun, entertaining Earth Hour fun experiences for guests, while cutting energy consumption and drawing people’s attention to loss of nature and climate crisis.
2021 marked Hard Rock’s best Earth Hour to date: 101 properties participated, including 24 hotels, 67 cafes, and 10 casinos. Hard Rock saved over 200,000 KW, and generated over 50 million social media impressions from our followers worldwide.
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.
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.
Clean the World Foundation
World Wildlife Fund