Hard Rock International: “We look forward to the opportunity of enhancing our presence in Las Vegas”

Hard Rock trademarks purchased

Hard Rock International has purchased all rights to the Hard Rock brand and related trademarks in Las Vegas from Juniper Capital.


The deal gives Hard Rock “exclusive full rights” to memorabilia, signage, merchandise and intellectual property rights for affiliated restaurant and entertainment trademarks and website domain names. The company and its affiliates will no longer be restricted from developing, owning, licensing, managing or operating any Hard Rock-branded casino and integrated resort within Clark County, Nevada, according to the statement.

Hard Rock chairman Jim Allen suggested that the company may be interested in returning the brand to the Las Vegas market.

“This agreement marks an exciting chapter for Hard Rock, in Las Vegas and beyond,” he stated. “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.”

Houston-based private equity firm Juniper Capital purchased the Hard Rock Hotel and Casino Las Vegas from Brookfield Asset Management in 2018. The property recently closed for a series of renovations, which will see it rebranded as Virgin Hotels Las Vegas in late 2020