NYC Hard Rock Cafe Celebrates Opening by Smashing 100 Gibson Guitars

Press Release
Source: Hard Rock International

New York City will be rocking on August 12 when Hard Rock International opens its flagship cafe in the center of Times Square. Hard Rock International will be moving from its original location on 57th Street to occupy the former site of the historic Paramount Theater. As part of the move, Hard Rock will be transferring music memorabilia from its unparalleled collection, including priceless pieces from The Beatles, Led Zeppelin, Nirvana, Billy Joel, The Ramones and Elvis Presley.

The new Hard Rock Cafe New York will officially open at its new location at 1501 Broadway upon the smashing of more than 100 Gibson guitars, branding the moment as the World's Largest Guitar Smash. The historic guitar smash and opening of the Times Square cafe will kick off a month-long celebration, which will include rockin' concerts and special events, as well as a grand opening party, featuring a live performance by super group Velvet Revolver. The grand opening celebration will benefit Peace Games, a non-profit organization dedicated to ending the trend of violence in the U.S. by teaching children to become peacemakers in their schools and communities.

"Relocating the New York Cafe to Times Square is an important strategic initiative," said Hamish Dodds, president and CEO, Hard Rock International. "Hard Rock Cafe New York will bring high energy dining, live music and exciting entertainment events to New Yorkers and visitors alike, with the rock 'n' roll passion that has made Hard Rock world famous."

"The memorabilia being featured in the new Hard Rock Cafe New York includes some of the most valued and treasured pieces of rock history," adds Dodds. "The doors to the Beatles' Abbey Road Studios, Elvis' tuxedo, hand-written lyrics by Jimi Hendrix, guitars cherished by legends, including Bob Dylan and Eric Clapton, and more contemporary items, including stage costumes worn by Madonna and Gwen Stefani -- the rock artifacts that can be seen in this space are truly breathtaking for music fans."

Even Pete Townshend Will Be Impressed by This Guitar Smash!
Traditionally, Hard Rock executives smash a guitar or two at the opening of a cafe. However, Hard Rock has decided to make its grand entrance by smashing 100 guitars, creating the World's Largest Guitar Smash on the world's greatest stage -- Times Square.

On Friday, August 12, more than 100 Gibson guitars will be smashed simultaneously outside the new home of Hard Rock Cafe New York, signaling its official opening. Members of the Hard Rock family will be joined by several New York notables and celebrities, including Steven Van Zandt and Brian Wilson, for the guitar smash, a moment that will go down in rock history. For each guitar smashed, Hard Rock will donate a new guitar to Peace Games, extending the influence of music to the masses. Rita Gilligan, one of the original servers from the 1971 opening of the first Hard Rock Cafe in London, will be leading this historic smash.

The Grand Opening ... A Party to Remember!
The grand opening celebration, scheduled for Saturday, September 17, will include a rockin' benefit concert, featuring music superstars Velvet Revolver. With the band's top-selling album Contraband and hit-single "Slither," Velvet Revolver is ready to rock one of the world's most historic stages, joining such greats as Frank Sinatra, Elvis Presley and The Beatles.

That evening, Reverend Run, from the legendary hip-hop group Run DMC, will make a special appearance for the official dedication of the New York Room at the new cafe. Run will donate his trademark cape, hat and collar to Hard Rock, which will be permanently displayed in the New York Room. The party will also feature music from New York's hottest DJ, Mark Ronson, who will be rocking the turntables throughout the night.

A Chance for You to Party Like a Rock Star!
So, you want to walk the red carpet and mosh with Velvet Revolver, but you don't know how to get in? The best part of Hard Rock Cafe New York's Grand Opening is that everyone has the chance to attend and party with the stars! Winners from around the world will be flown to the Big Apple for a weekend on us. In addition to airfare and first-class hotel accommodations, winners will receive VIP tickets to the event, tickets to a top Broadway show and even some spending money. Consumers can enter to win a chance to join the fun by registering on http://www.hardrock.com or http://www.rocktimessquare.com
through August 31. For more information and complete rules, please visit http://www.hardrock.com.

Hard Rock Cafe New York (Times Square):
The new Hard Rock Cafe New York will be one of the city's largest entertainment destinations, featuring a 708-seat restaurant, a recently opened 1,800 square-foot Rock Shop with authentic Hard Rock merchandise and a Hard Rock Live concert venue for performances and special events. Furthermore, the cafe will have a unique outdoor space above the building's historic marquee, where guests can host private parties amid the lights and excitement of Times Square.

From Elvis to the Beastie Boys ... Their Gear is Here!
The transition from 57th Street to Times Square will be seamless and the current cafe will remain open for guests until the new facility opens its doors on August 12. Plans are in place for the final piece of memorabilia to be hand-delivered from the 57th Street location to the Times Square location on August 11, when Elvis officially leaves the building! The new Times Square location will also feature rock 'n' roll memorabilia from Hard Rock's unmatched collection, including artists with New York ties, such as John Lennon, Jimi Hendrix, The Ramones and Bruce Springsteen.

About Hard Rock International
With 120 high-energy Hard Rock Cafes and 13 Hard Rock Hotels and Casinos in more than 40 countries, Hard Rock International is one of the world's most globally recognized brands. Beginning with an Eric Clapton guitar, Hard Rock owns the world's greatest collection of music memorabilia, which is displayed at its locations around the globe. Hard Rock is also known for its collectible fashion and music-related merchandise, Hard Rock Live performance venues and an award-winning website. Hard Rock International, Inc. is owned by The Rank Group Plc (Nasdaq: RANKY). For more information on Hard Rock, visit http://www.hardrock.com.