Hard Rock Rolls The Dice

Orlando Sentinel:

When the Seminole Tribe of Florida announced its plans to buy Hard Rock Cafe International late last year, the corporate marriage sounded as unlikely as the Grimm’s fairy tale partnership of the cat and the mouse.

The Seminoles, who derive most of their tribal income from casino gambling, were keen to use the Hard Rock brand to fuel worldwide growth of that business. Orlando-based Hard Rock’s executives, while realizing that the tribe’s gambling interests offered solid financial support, were eager to continue pursuing an expansion on multiple fronts, including more restaurants, noncasino hotels and music venues.

The deal closed in March, and both parties sound blissful - so far.

Hard Rock still conjures images of logo T-shirts and music memorabilia for most people. But the company’s identity began undergoing a major transformation in 2004, when the Seminoles opened 2 Florida casino-hotels under the Hard Rock flag.