Hard Rock

There are six other Hard Rock Casino Resorts in the world, including two in the state of Florida, which isn’t surprising if you know the history of the Hard Rock brand. Hard Rock hotel and casino brand is actually owned by native Americans. In 2006, the Seminole Tribe of Florida bought the brand lock, stock, and name from the British parent company in a cash deal valued at $965 million.

"Our ancestors sold Manhattan for trinkets. Today with the acquisition of the Hard Rock cafes we're going to buy Manhattan back one hamburger at a time," Max Osceola, Seminole Tribe representative, is reported to have said at a press conference reported by Money.cnn.com The deal came with valuable rock 'n' roll memorabilia which is the emblem iconic of Hard Rock casinos.

Shifting from Isleta to Hard Rock

The Hard Rock brand has its own look and feel, and was a major change not only for Isleta. The Hard rocking music and memorabilia rather than the gentle southwest ambiance energizes the casino and the hotel.

In a press release, Ron Olson, CEO, Isleta Casino & Resort noted: “We are thrilled to have reached an agreement to bring Hard Rock to Albuquerque. We feel that Hard Rock is the best brand and partner in the hotel and gaming industry, and this new direction will provide us a significant advantage in the competitive Albuquerque market.”

They hope it will also make the hotel and casino into a destination resort much as it has done for other franchises.

“This isn’t just a celebration for the people of Isleta. To say that we are excited about this new venture is an understatement. The Hard Rock name is one of the most recognized throughout the world. It is our hope that this venture will not only bring our New Mexico neighbors and friends to Isleta, but also bring national and international visitors to the state,” said Governor Robert Benavides of Isleta Pueblo.

The Hard Rock Hotel & Casino Albuquerque will be the first and only Hard Rock branded property in the state of New Mexico. In preparation, Isleta Casino & Resort underwent a multi-million dollar property improvement plan. The property continued to operate with no disruption during the renovation period.

What it means for Albuquerque is premier entertainment, and the rock-n-roll décor, memorabilia, and merchandise that have made the Hard Rock brand famous around the world.