Serving People & Our Planet

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 45,000 Hard Rock® team members enact our mottos’ global values across 245 local communities spanning 75 countries.

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82% of the world knows and thinks favorably of Hard Rock
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#1 Land Based Gaming Operator in the World 2018
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 Voted one of America’s Best Large Employers 2019

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.

Pinktober – More than $7 million has been raised to fight against breast cancer since 1999. This annual Hard Rock branded campaign inspires customers at cafes, hotels and casinos worldwide to contribute to research and education, through a network of charity partners worldwide.

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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 Goals – To help keep players healthy, so they can return to our integrated resorts. We value the external experts who help us achieve our goals and leadership aspirations:

National Council On Problem Gambling
Corporate Social Responsibility Award Leadership In Responsible Gaming Us

  • Outstanding commitment to addressing problem gambling.

  • Demonstrable 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

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All is One

Through local, national and global philanthropy, we invest in efforts that advance health, wellness, social conditions, economic well-being, disaster relief, and environmental sustainability. Hard Rock Heals Foundation: Acting through financial contributions, strategic partnerships, in-kind and employee support, our charitable arm works to improve lives through the power of music, providing funds and assistance to locally-driven programs. 

Since 2016, our fund-raising has dedicated USD $1.3 million to programs promoting wellness and music across 68 countries. 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

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.

Disaster Relief – $1.5 million of healing has been extended to countries and local communities experiencing a range of crises and disasters since 2016.

Merchandise – Our t-shirts and merchandise are worn by millions around the world, touching people in an individual and powerful way. The Hard Rock Heals Foundation forms merchandise partners with artists to support great causes.

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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 cardboard, paper products, bottles, and disposable foam and plastics. What else does Save 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 30,000 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 2,100 pounds of soap to Clean the World annually.

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© 1986 Panda Symbol ‘WWF’ and ‘World Wildlife Fund’ are WWF Registered Trademarks.