Hard Rock
How Hard Rock turned rock memorabilia on restaurant walls into a global entertainment and hospitality empire.
Isaac Tigrette opened to Hard Rock in 1971 with a wild premise, collect rock memorabilia and hang it on walls while serving sandwiches. Fans came to sit under a Jimi Hendrix guitar or Elvis jacket. The walls became the product. The sandwich was secondary. By 1985, tourists flew to cities to visit. Tigrette saw opportunity in gaming. If memorabilia created emotional connection in restaurants, it would in casinos. Hard Rock casinos launched in 1995. Customers who spent hundreds on meals spent 20 times more on table games inside themed environments. Rock mythology was portable.
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