Iconic Hotel Brand Could Be Resurrected In Las Vegas

Hard Rock International Bought Back The Geographic Rights To The Brand

Paul Ihander
May 13, 2020 - 4:22 pm

Ethan Miller/Getty Images


Could a Hard Rock Hotel and the iconic neon guitar be ready for a resurrection in Las Vegas?

Hard Rock International announced Wednesday 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. 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."

The original Hard Rock Hotel and Casino location on Harmon closed in February and is undergoing a rebranding to a Virgin Hotel property.