HOLLYWOOD, FL—Hard Rock International (HRI) 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, NV.
“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.”
In April 2018, Virgin Hotels, in partnership with a group led by Juniper Capital Partners and Fengate Real Asset Investments, along with their partners Dream, Cowie Capital Partners, and other private investors, purchased the Hard Rock Hotel & Casino in Las Vegas. It is currently being transitioned to become Virgin Hotels Las Vegas.