On the anniversary day, Jim Allen, Chairman of Hard Rock International, addressed a crowd of guests and brand team members at the Hard Rock Cafe in Times Square to honor the brand's growth and usher in the upcoming opening of the new Hard Rock Hotel New York. Hard Rock's new Messi merchandise and commercial were also debuted at the event.
Last June 14, participating Hard Rock Cafes, including those located in London, Barcelona, Miami, Vegas, Piccadilly, Tokyo, Dubai, Ribeirão Preto and Puerto Madero, offered Country Burgers for only US$0.71 during the first hour of business in honor of the year Hard Rock was founded. Delicious desserts were also provided, while presenting guests with exciting activities including balloon displays, photo booths, merchandise showcasing, specialty cocktails and performances.
Hard Rock Cafe also celebrated its anniversary by purchasing the building that houses the original Hard Rock Cafe London, ensuring the preservation of the historic location where the brand started.
Numerous Hard Rock Hotel properties joined in to commemorate the anniversary by delivering treats to band members, hosting Live Virtual Trivia with prizes, organizing a cleanup of the area around the hotel to ensure it remains safe and healthy, putting on a special display of new merchandise and providing live music.
"Hard Rock's 50th anniversary is a huge milestone for the brand, so we wanted to celebrate across our locations worldwide in a big way," said Jon Lucas, Chief Operating Officer of Hard Rock International.
"Hard Rock is one of the world's most recognizable brands for entertainment, hospitality, gaming and leisure - a legacy which has been built over the last five decades. We couldn't think of a better way to kick off this milestone than by announcing our first partnership with a true sports icon, soccer legend Lionel Messi," Lucas added.
About LIVE GREATNESS
Hard Rock's LIVE GREATNESS campaign is built on the fan-focused principles that have guided Hard Rock since the opening of its first Cafe location in London in 1971 and aims to inspire fans while calling on them to unite under their love for the iconic entertainment and hospitality brand.
The campaign kicked off with new partnership between Hard Rock International and Lionel Messi, and marks the brand's first deal with an athlete. The collaboration pays homage to Hard Rock's roots, as the brand's world-famous T-shirts came about when the original Hard Rock Cafe London sponsored a local soccer team in the 1970s. Hard Rock and Messi have come together to unveil a new collection of merchandise, which includes some of Messi's iconic symbols such as the number 10, the lion and his own logo.
Hard Rock Cafe Ribeirão Preto
With a soft opening last December 1st, the fourth unit of the international network in Brazil is located in Ribeirão Preto at Arena Eurobike in the Santa Cruz Stadium (Av. Costábile Romano, S/N).
The venue that brings together music, entertainment, iconic items, and authentic American food is in operation following city and state ordinances, operating at 40% capacity to avoid crowds. The restaurant is open Tuesday through Sunday from noon to 3 pm and 5 pm to 10 pm, and the Rock Shop on the same days from noon to 10 pm.
As a coronavirus prevention measure, the Hard Rock Cafe Ribeirão Preto follows the rigorous, award-winning 'SAFE + SOUND' program, developed by a team of specialists and in accordance with the recommendations of world health and sanitation authorities.
Source: GMB
