Hard Rock Hotel

The new HRH Tower meant Hard Rock had to grow up.

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.

  • $700 MILLION LUXURY PROPERTY, GROUND-UP PROJECT
  • DIRECT REPORT TO OWNERSHIP
  • CONCEPT & DEVELOPMENT FOR F&B + SIGNATURE SPA DESTINATION
  • NATIONAL ADVERTISING + MARKETING LAUNCH CAMPAIGN + PRODUCTION
  • DIGITAL STRATEGY + SOCIAL MEDIA INTEGRATION
so gnarly, best heist of the year, movie worthy although im bummed its me and on the two week reunion, its def crippled my biz which sucks. I can't begin to imagine the motivation Behind this act it has caused me great stress and reflection u win. u have crippled us unless u can prove that our stuff isnt in china by now, all money is toward my team and families in these final months I guess a blessing in disguise If you know me u know I work hard if you do not know me well it doesn't matter I am not so much worried about me but more my team that shows up everyday And works hard And now this effects them and my clients With that said you win I have made a decision that the stress and the obligation to my team is too much for me and in fairness to my team i need to slowly unwind.. I have decided over the next 120 to strategically lay off and slowly close 1650 and snuff it from existence Less stress on my heart and mind If I did inflict pain or stress on you I apologize For that i can only hope this somewhat Makes you feel better and some closure That this is the result you have created Me and my wife have worked hard to get 1650 from zero to here as well as a lot of other folks And I give u credit on this heist it took balls and was flawlessly executed to the point Sdpd has never seen anything like it Be well and if your close enough to the dust you will witness your wake as 1650 dismantles And I focus on riding my bike and helping others In a weird way thank you for allowing Me this opportunity to see life here on earth differently and thanks for bringing the van back, my bro with no legs is now 700 miles into his RAAM adventure and the van is supporting him