Hotel Brand Amplifies Relationship with MICE Community by Introducing Unique Meeting-Specific Experiences  

HOLLYWOOD, Fla. – January 31, 2019 – Hard Rock International continues to position itself as a world-class entertainment and lifestyle brand with its fresh brand programs, providing authentic experiences that connect people through the power of music. Inspired by the brand’s most popular in-room amenity offerings, such as Sound of Your Stay® and Rock Om®, Hard Rock’s BreakOut® program amplifies these interactive experiences outside of the hotel-room and into the meeting space for the MICE audience.

“On the hotel and casino level, we have been utilizing brand programming for years, and now, we are thrilled to announce that we are transitioning those premier experiences over to our meetings and events,” stated Danielle Babilino, senior vice president, Global Sales & Marketing for Hard Rock International. “This transition would not be possible without the help of our partners, who have assisted in recreating our unmatched offerings to ensure that they are custom-catered to our friends in the MICE community.”

Meeting planners can choose from special MICE branded programs curated by Hard Rock International’s preferred partners. With the help of School of Rock, Jeff Nolan, SongDivision, Scratch DJ Academy, Tangible Formats, Drum Cafe, DJ Drez & Marti, and Clean the World, Hard Rock welcomes the opportunity to bring guests meetings experiences that rock. The partners revamp the popular, pre-existing brand program, Sound of Your Stay®, with a meetings-specific spin on the Picks®, Tracks® and Wax® offerings.

The Band, curated by School of Rock, offers next-level group guitar lessons, encouraging social sharing and team building, tailored specifically to any organization’s needs. School of Rock also provides guests with the Rock Your Riff Guitar Ensemble, where groups can take cues from a professional guitarist to collectively learn and perform a hit song as a collaborative super band. Karaoke skills can be brought to the stage during a singing activity where attendees will work with a vocal instructor, taking the stage in a real live band.

SongDivision is amping up Tracks® as they provide teams with the opportunity to reinforce the purpose of the group’s organization, and strengthen bonds with SONG SLAM – attendees can engage in friendly competition in this ‘Battle of the Band’s’ style event, where teams write and perform songs to express the company’s purpose. Team Anthem also allows attendees to create a memorable song with world-class musicians that captures the voice of the company.

Guests can get behind the deck and fulfill their DJ dreams with Scratch DJ Academy’s hands-on Mix® offering which teaches the basics of mixing, scratching and blending. For those visual artists, “Spin Art,” will be offered to create an engaging activity where meeting customers can create their own works of Hard Rock inspired or company-branded vinyl artwork.

Based on Hard Rock’s Wax® program, Tangible Formats is bringing a unique music experience that MICE guests won’t be able to find anywhere else. Attendees can perform with a live band and leave with a personalized vinyl record with a recording of their unique performance. In addition, Tangible Formats can also offer a vinyl cutting station with pre-recorded tracks with customized vinyl to remember the event.

Drum Café utilizes group drumming techniques led by highly-skilled facilitators and a team of world-class multicultural performers to transform audiences into unified percussive orchestras. The All Is One Drum Circle allows groups to drum together in perfect unison through specialized facilitation. The All Is One Community Building offers a deeper dive into creating a musical collaboration, where all participants get a drum to use for the duration of the program, and a percussive orchestra is built by learning unique parts of the music.

For those seeking to incorporate physical activity and relaxation into their agenda, Hard Rock’s classic Rock Om® experience, redesigned for MICE, delivers a one-of-a-kind music-infused group yoga experience. With yoga flows led by producer and musician DJ Drez and his yogi wife Marti Nikko; this offering will transform the usual MICE expectation to an experience that simultaneously soothes and rocks.

As the world’s largest music memorabilia curator, Hard Rock strives to showcase its 80,000+ pop-culture artifacts with all of its guests. The brand is taking memorabilia to another level as it offers exclusive behind the scenes tours for its MICE patrons. Memorabilia Tours will allow groups to dive into the property’s featured moment in music history with Treasures of Hard Rock.

Hard Rock and Clean the World will continue to offer their Hygiene Kit Program, launched in September 2019. With Clean the World’s Hygiene Kit Events, groups can work in teams to build hygiene kits, providing guests with the opportunity to engage in a collaborative activity that promotes interpersonal interaction and sustainability, all while lending a helping hand to others in need. Once completed, the hygiene kits are donated to homeless shelters, disaster relief efforts or a charity of choice.

Hard Rock Hotels promises unique meeting spaces around the world, all fully equipped to create a polished, professional event — turning ordinary meetings and events into “Anything But Beige” experiences. For more information about Hard Rock Hotels, visit hardrockhotels.com.


About Hard Rock®:

With venues in 76 countries spanning 262 locations that include owned/licensed or managed Hotels, Casinos, Rock Shops® and Cafes – Hard Rock International (HRI) is one of the most globally recognized companies. Beginning with an Eric Clapton guitar, Hard Rock owns the world’s most valuable collection of music memorabilia at more than 83,000 pieces, which are displayed at its locations around the globe. In 2018, Hard Rock International was recognized as a Forbes Magazine Top Employer for Women and Land Operator of the Year at the Global Gaming Awards. In 2019, Hard Rock International was honored as one of Forbes Magazine’s America’s Best Large Employers, Forbes Magazine’s Top Employers for Women and No. 1 in J.D. Power’s 2019 North America Hotel Guest Satisfaction Study among Upper Upscale Hotel Chains. Hard Rock destinations are located in the world’s greatest international gateway cities, including its two most successful flagship properties in Florida and home to the world’s first Guitar Hotel® in South Florida, where its headquarters are located. The brand is owned by HRI parent entity The Seminole Tribe of Florida. For more information on Hard Rock International visit www.hardrock.com or shop.hardrock.com.