Industry Update
Press Release21 September 2021

Hard Rock International Announces Its 22nd Annual PINKTOBER® Campaign In Support Of Breast Cancer Awareness And Research

Hard Rock to Honor the Month by Hosting Events and Offering Breast Cancer Fighters and Survivors Free Stays at All-Inclusive Resorts

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Hard Rock International announced today its continued support for breast cancer awareness and research with its 22nd annual PINKTOBER campaign taking place throughout the month of October. Through the Hard Rock Heals Foundation®, all company divisions including Hard Rock Cafes, Hotels and Casinos worldwide will be partaking in the campaign with limited-edition merchandise, food and beverage menu items, local events and more. Hard Rock continues to live out its mottos of "Love All – Serve All" and "Take Time To Be Kind" with its steadfast support throughout Breast Cancer Awareness Month, with the goal of lending a hand to the people and communities that need it most.

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Limited-Edition PINKTOBER Merchandise

This year, Hard Rock International will be offering uniquely designed, limited-edition merchandise in support of breast cancer awareness and research, which include a PINKTOBER-themed Hard Rock t-shirt and a newly designed PINKTOBER pin. Additionally, through the Hard Rock Heals Foundation, a percentage of all proceeds will be going to charities that help raise awareness and funds for breast cancer research.

Stay Strong with Hard Rock Hotels

To celebrate the unwavering strength of women battling breast cancer and breast cancer survivors, Hard Rock Hotels will introduce the mantra, "Stay Strong with Hard Rock Hotels" as the brand commits to donating 50 special stays for four-nights each at Hard Rock all-inclusive resorts.

Spin to Win PINKTOBER Donations

Players on Hard Rock Digital's free "Hard Rock Social Casino" game will determine how much is donated to the Hard Rock Heals foundation in honor of PINKTOBER. The more players spin, the more the donation amount increases starting at $1,000 for 25 million community spins and increasing at regular intervals up to a $10,000 top donation. More details on how to participate can be found here.

Pink Taking Over

A line-up of community driven local events and immersive on-property activations round out Hard Rock International's PINKTOBER programming. At several Hard Rock Hotels around the globe, pink Fender guitars will be added to the brand's notable Sound of Your Stay ® music program, allowing guests the unique opportunity to check out a complimentary guitar on site.

Guests of the Hard Rock Hotel Daytona Beach can see pink in one of four room takeovers featuring pink sheets, towels, flowers, a pink welcome amenity, and a custom pink Fender® guitar available for jam sessions. 10% of the revenue received from these rooms will go to breast cancer awareness.

Seminole Hard Rock Hotel & Casino Hollywood, FL., along with two of its sister properties in Florida, are joining together to sponsor their local American Cancer Society - Making Strides Against Breast Cancer Walk. Hard Rock Hotel & Casino Atlantic City is a flagship sponsor for their local walk, as well as a mammogram van onsite to provide free screenings every Wednesday in October, and will turn table games felts pink. Additionally, colorful on-property displays at Hard Rock Hotels & Casinos showcase thoughtful pops of pink such as lighting the iconic Hard Rock guitars throughout October.

PINKTOBER Takes the Stage

Hard Rock Hotels & Casinos continues its worldwide support of PINKTOBER with one-of-a-kind fundraising events across the brand's international hotel and casino portfolio. Kicking-off the charitable celebrations is the Raise Your Voice Against Cancer Karaoke Event on Wednesday, September 29 at DAER Nightclub at the Seminole Hardrock Hotel & Casino in Hollywood, FL. Tickets are $20 in advance, $25 at the door with all proceeds benefitting the American Cancer Society.

The Hard Rock Hotel Madrid is hosting a live benefit concert on October 19 at onsite venue RT60. All ticket sales will be donated to Asociacion Española Contra el Cancer.

Hard Rock Cafe Supports PINKTOBER

Throughout the month of October, participating Hard Rock Cafe® locations in North America and Europe will offer a special menu consisting of three burgers and a cocktail. A portion from every burger sold will go to the Hard Rock Heals Foundation® to support PINKTOBER and global charity partners the American Cancer Society and the Caron Keating Foundation.

Guests of the Hard Rock Hotel San Diego can drink pink milk shakes and cocktails to support breast cancer research. Across the country, a pink cocktail will be poured at Hard Rock Hotel at Universal Orlando's Velvet Lounge and Beach Club. Pink treats will also be served at Sessions, Sessions Bar and Constant Grind in Hard Rock Hotel Daytona Beach with a portion of proceeds going to breast cancer awareness. Internationally, Hard Rock Hotel Amsterdam and Hard Rock's all-inclusive properties in Mexico and the Dominican Republic will serve pink cocktails with proceeds benefitting local breast cancer charities.

"As we enter our 22nd year of this campaign, we do not underestimate the importance of the continued promotion of Breast Cancer awareness and research," said Jon Lucas, Chief Operating Officer of Hard Rock International. "Hard Rock International is proud to lend steadfast support toward this global issue and will continue to spread the message of courage and hope among fighters, survivors and their loved ones on a local and global scale."

For more information about the Hard Rock brand, visit www.hardrock.com/pinktober. To learn more about Hard Rock Cafe or to make a reservation, visit www.hardrockcafe.com. Those seeking more information about Hard Rock Hotels can visit www.hardrockhotels.com.

About Hard Rock Hotels®

Hard Rock Hotels is an award-winning internationally recognized leader in the hospitality industry - offering world-class entertainment, contemporary designs, incomparable service and one-of-a-kind brand amenities, catering to modern travelers who seek a reprieve from traditional, predictable properties. Driven by integrity, philanthropy and unparalleled guest experiences, the brand adorns 33 distinctive hotels in the world's most enviable destinations. Hard Rock Hotels continue to provide amazing live music, dining options that make guests' taste buds sing, head-to-toe wellness services and many more amenities, all while practicing social distance guidelines and adhering to SAFE+ SOUND protocols. For more information on Hard Rock Hotels, please visit www.hardrockhotels.com.

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