Juniper Capital, the firm that purchased Hard Rock Hotel & Casino Las Vegas two years ago from Brookfield Asset Management, has today agreed a deal with Hard Rock International for the Full Intellectual Property Rights for the property.
The globally-recognised brand in Las Vegas and related trademarks that specialises in the casino and hospitality industry, is now under Hard Rock International.
Reportedly, the acquisition by Hard Rock International gives the firm full rights to merchandise, memorabilia and signage for its online presence and restaurant and entertainment trademarks.
In addition, the deal, which is effective immediately, allows Hard Rock International to own, license and operate any Hard Rock branded casino or resort within Clark County.
Chairman of Hard Rock International Jim Allen commented on the acquisition:
“This agreement marks an exciting chapter for Hard Rock, in Las Vegas and beyond,” said Jim Allen, Chairman. 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 ultimate guest experience can now be owned and managed by Hard Rock International, which also has venues in 74 different countries, including twelve casino establishments.
Brand founder Peter Morton opened the Hard Rock Hotel & Casino near the Las Vegas Strip in 1995 with a large expansion coming some four years later.
Less than ten years after the expansion, Peter Morton sold the Hard Rock Hotel & Casino to Morgans Hotel Group. It then changed hands again in 2011 ending up with Brookfield Asset Management.