![]() Morgans Hotel Group and DLJ Merchant Banking Partners bought the resort in 2007, and Morgans handled operations. In 2004, Morton announced plans to add a $1 billion condo hotel, but this was canceled after he received purchase offers on the Hard Rock. The board alleged that the Hard Rock ads promoted casino cheating and drug use, and a battle ensued over the resort's free-speech rights. However, such advertising led to a complaint from the Nevada Gaming Control Board in 2004. The resort catered to a younger demographic, and it began using risqué advertising to compete against the Palms resort, which opened in 2001. The Hard Rock was also criticized for its advertising. In the 2000s, drugs and sexual conduct were common issues at the resort's nightclubs and pool area. It was also a frequent source of controversy and legal problems. The Hard Rock was featured in various media, including television shows and music videos. A new 11-story hotel tower was added in 1999, as part of a $100 million renovation. Following disagreements, Morton bought out Harveys' share of the resort in 1997. The Hard Rock Hotel began as a joint venture between Hard Rock Cafe founder Peter Morton and Harveys. Plans for a Hard Rock hotel were announced in 1991, and the resort opened on March 10, 1995, as the world's first rock and roll-themed hotel. It had also hosted a weekly pool party event known as Rehab. At the time of its closure, the Hard Rock included 1,506 rooms across several hotel towers, a 61,704-square-foot (5,732.5 m 2) casino, and a music venue known as The Joint. The resort is located on 16.7 acres (6.8 ha) on the corner of Harmon Avenue and Paradise Road, about a mile east of the Las Vegas Strip. It now operates as Virgin Hotels Las Vegas. The Hard Rock Hotel and Casino was a resort located near the Las Vegas Strip in Paradise, Nevada. Now Hard Rock International also owns the neon guitar that sat outside the entrance to the resort. Vital Vegas reports that about 20 percent was on loan and went back to the original owners. JC Hospitality, which will open Virgin Hotel inside the former Hard Rock Hotel, returned the majority of the memorabilia to Hard Rock International. The new agreement gives Hard Rock International the right to develop any Hard Rock-branded casino and resort within Clark County. Now Hard Rock International owns the “exclusive full rights to memorabilia, signage, and merchandise, along with intellectual property rights for affiliated restaurant and entertainment trademarks and website domain names.” ![]() Houston-based private equity firm Juniper Capital purchased the Hard Rock Hotel in 2018 from Brookfield Asset Management, which means the Hard Rock Hotel on Paradise Road wasn’t associated with Hard Rock International, which is owned by the Seminole Tribe of Florida. On Wednesday, Hard Rock International announced that it bought back the intellectual property rights for a hotel and casino in Las Vegas, opening the door for the brand to buy or build a new property in the city. 3 to make way for Virgin Hotel, which still plans to open in November or December. ![]() The iconic Hard Rock Hotel closed its doors on Feb.
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