Hard Rock International announced on Wednesday it has bought all rights to the Hard Rock brand and trademarks in Las Vegas from Juniper Capital, which purchased the Hard Rock Hotel & Casino Las Vegas in 2018.
HOLLYWOOD, Fla., May 13, 2020 -- Hard Rock International (HRI) announced today that the world-renowned entertainment and hospitality brand has purchased all rights to the Hard Rock® brand and related trademarks in Las Vegas from Houston-based private equity firm, Juniper Capital, which purchased the Hard Rock Hotel & Casino® Las Vegas in 2018 from Brookfield Asset Management. The transaction allows HRI exclusive full rights to memorabilia, signage and merchandise, along with intellectual property rights for affiliated restaurant and entertainment trademarks and website domain names. Effective immediately, HRI and its affiliates will no longer be restricted from developing, owning, licensing, managing or operating any Hard Rock-branded casino and integrated resort within Clark County, Nevada.
"This agreement marks an exciting chapter for Hard Rock, in Las Vegas and beyond," said Jim Allen, Chairman, Hard Rock International. "We look forward to the opportunity of enhancing our presence in Las Vegas, which will always be one of the most iconic entertainment markets in the world."
As an internationally recognized brand known for amazing experiences and premiere hospitality, HRI will now be able to own and manage the ultimate guest experience in Las Vegas.
For more information and continuous updates on Hard Rock Hotels & Casinos around the globe, visit hardrock.com.
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