When Hard Rock opened the HRH Tower – their all suites product – it was something a bit different than we were used to from the Hard Rock. It was all white, all glamor and all grown-up. It was the next evolution of all that is Hard Rock for a slightly more sophisticated crowd. They needed help ensuring that the positioning was right… so there we were.
We started the process by defining what Hard Rock is today…what the existing property offers and how the HRH Tower builds on that. The Hard Rock is about living large, it’s big, it’s bold, it’s Vegas. The HRH Tower, however, is a more decadent experience, more intimate, more exclusive. Using the alternate (and more traditional) meaning of Hard Rock’s monogram (HRH) we’ve played off of the “royal” aspect in developing this unique offering. The HRH Tower is “your place to reign supreme” and “it’s where your majesty awaits.” The same Hard Rock irreverence is at play, but in a more sophisticated, regal and up-scale, service-oriented way. The HRH Tower is something entirely new for the Hard Rock, yet completely in keeping with why people love them in the first place.