Serving People and Our Planet

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 239 locations that include owned/licensed or managed Hotels, Casinos, Rock Shops® and Cafes spanning 68 countries.

NCPG Award for 2020

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. Thanks to the Florida Council for Compulsive Gambling and Dr. Rory Reid of UCLA for help in creating the PlayersEdge training.

Hard Rock Safe+Sound

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.

Forbes America's Best Employer 2021

Hard Rock®
Recipient of America’s Best Large Employers by Forbes Magazine - Travel & Leisure, Gaming, Entertainment category.

Forbes America's Best Employer for Women 2020

Hard Rock®
Recipient of America’s Best Employers for women by Forbes Magazine - Travel and Leisure category.

Global Gaming Awards

Global Gaming Awards
#1 Land-Based Gaming Operator in the World 2020.

JD Powers Award winner 2 years in a row!

J.D. Power Guest Satisfaction Study
Ranked As A Top-Performing Hotel Brand Among Upper Upscale Hotel Chains Two Years In a Row.


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.

Hard Rock Heals Foundation

Hard Rock Heals Foundation
More than $8,000,000 invested to support music based programs and partnerships around the world.

Pinktober

Pinktober
$9 Million + raised for breast cancer research and education, through a global network of partners.

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?

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.

ANTI-HUMAN TRAFFICKING |  Hard Rock and Seminole Gaming are implementing training and education programs across its managed and franchise casinos, hotels and casino-hotels. To date, more than 20,000 team members across 20 properties have learned to detect signs of trafficking and appropriate responses, with plans in place to complete training at all properties. Efforts are underway to align policies and operating procedures with a leading independent international anti-human trafficking code for hotel operators. 

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

TREATMENT AWARD

  • 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

Corporate Social Responsibility
US National Council On Problem Gambling Award for Leadership in Responsible Gaming.

Florida Council on Compulsive Gambling

Compulsive Gambling
Committed to increasing public awareness about problem and compulsive gambling.

All Is One

WHAT ELSE DOES ALL IS ONE MEAN?

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.

Forbes America's Best Large Employers

Hard Rock®
Recipient of America’s Best Employers by Forbes Magazine - Diversity, Travel and Leisure category.


Women In Leadership

Women In Leadership
Seminole and Hard Rock’s program boosts the percentage of women in senior management.

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.

Clean the World

Clean the World
Distributed more than 48 million bars of soap to over 127 countries.

World Wildlife Fund

World Wildlife Fund
Wilderness preservation, and the reduction of human impact on the environment.