Hard Rock Opens New Flagship Cafe on Vegas Strip

Cafe Unveils Innovative Memorabilia Interactive Technology

ORLANDO, Fla., Sept. 8 /PRNewswire/ -- Hard Rock International is proud to
announce the opening of the new Hard Rock Cafe Las Vegas! Hard Rock Cafe Las
Vegas, which opened on September 5, 2009, is located at 3771 Las Vegas
Boulevard South, anchoring the Showcase Mall development at the heart of the
world-famous Las Vegas Strip.

Sure to contend as one of the city's premier dining and entertainment
destinations, the 42,000-square foot flagship cafe features a 950-seat
restaurant, live concert venue and the world's largest Rock Shop complete with
Hard Rock's limited-edition merchandise. This is Hard Rock's second cafe
location in the Las Vegas market. The original Hard Rock Cafe Las Vegas at
Hard Rock Hotel, located at 4475 Paradise Rd., remains open and will continue
to provide Rock Star service for guests.

Hard Rock welcomes back former staff members and new local talent to the team
at the new location on Las Vegas Blvd. Leading the team will be General
Manager Greg Thomas, who has been successfully helming the original Las Vegas
cafe for a number of years. The experienced Sales & Marketing Management team
of Peter Lin and Diana Webber will also join Greg as members of the veteran
staff. New additions to the Vegas management team include Marketing Manager
Paula Pettit, Sales and Marketing Manager Cristina Baumann and Special Events
Manager Andrew Courtney, who collectively will oversee all event, sales and
marketing activities for the new cafe.

"We could not be more thrilled to welcome guests to our brand new location on
the Las Vegas Strip," said Greg Thomas, Operations General Manager for Hard
Rock Cafe Las Vegas. "Our three-story location, complete with live venue and
one-of-a-kind technology, will be sure to deliver a kick-ass guest experience
that rocks!"

New Look ~ New Tech ~ New Vibe

In addition, the authentic memorabilia collection of Hard Rock is showcased
via innovative multimedia technology. The new Las Vegas cafe is the marquee
location for new unique interactive experiences for guests - from right in
their booth to throughout the Cafe with Microsoft Surface(TM) and the Rock
Wall(TM) featuring multi-touch technology enabling fans to explore the world's
greatest rock 'n' roll memorabilia collection and virtually tour all of the
company's 156 venues around the world.

-- Rock Wall(TM):

The largest item of the interactive suite is Hard Rock Cafe Las Vegas'
one-of-a-kind Rock Wall(TM). Hard Rock partnered with Technomedia Systems and
Obscura Digital on this venture to create an 18-foot wide by 4-foot tall
interactive touch wall. This technology also highlights Hard Rock's
unparalleled memorabilia collection on a grand scale. A guest can access and
expand a single image or video to be as large as the wall itself; or up to six
guests can explore their own collections in dynamic "zones" simultaneously.
Crafted from a single sheet of Stewart film glass, this interactive touch
screen is custom made for this Hard Rock venue. The technology behind the
installation is almost as impressive as the incredible graphics of the
multi-touch interface and user experience that will surely be a focal part of
the cafe's unique allure.

-- Microsoft Surface:

The new Las Vegas cafe utilizes Microsoft Surface, providing a 360-degree,
multi-user interface that uses cameras to sense objects, touch and hand
gestures on the 30-inch display. Hard Rock and Vertigo collaborated to create
several custom applications for use on the Microsoft Surface platform. A key
feature is the worldwide memorabilia application that allows the guest to
locate Hard Rock properties from around the world, explore images of both the
exterior and interior of the building, then deep-zoom into the iconic
memorabilia items housed within those walls. Deep zoom was previously
showcased via Hard Rock's Memorabilia 2.0 online portal. This application also
grants users the ability to pivot from one collection to another, using
categories such as artist, year, genre, and type. Guests can also expect many
other custom applications via Microsoft Surface designed to showcase Hard
Rock's unique content.

-- Booth Interactive:

The 19" touch screen runs on a Microsoft Windows software platform and
utilizes a Vertigo-written application, allowing guests to interact deeply
with Hard Rock's world-famous collection. From "Deep Zoom" functionality to
background information on the pieces themselves, the technology grants access
to a catalogue of more than 1,000 unique memorabilia items. Guests can also
plug in to the in-house music video system to cast their vote on the next
song, and explore Hard Rock memorabilia related to those artists. Marquee
Rock Shop merchandise items will also be accessible for browsing as part of
this interface.

"Microsoft Surface is excited to help connect Hard Rock Cafe guests with rock
legend memorabilia in a new and interactive way," said Matt Champagne,
Director of Marketing for Microsoft Surface. "At Hard Rock, patrons will be
able to have fun with Microsoft Surface and get hands on exploring Hard Rock
venues around the world - bringing them face to face with the records,
clothing and instruments of music legends they love."

"We were excited to work with Hard Rock on this revolutionary project," said
Obscura Digital CEO Patrick Connolly. "This is the longest, largest and most
technologically sophisticated multi-touch wall we've built. It utilizes our
newest Fireframe technology, and the result is the highest resolution,
seamless multi-touch display we have ever seen. We are delivering a 6000 x
1000 pixel display, so that multiple users at a time can enjoy the vast Hard
Rock Memorabilia collection in stunningly high resolution. With this display,
customers can literally zoom so deep into the images, that things like a
scratch on Buddy Holly's glasses can be seen 3 feet wide. The graphic quality
of this system is something the public has never seen, and the impact on the
customers is something they will not soon forget."

For more than 38 years, Hard Rock Cafe has offered guests classic American
fare in a rock 'n' roll atmosphere. Hard Rock Cafe Las Vegas features a
hardwood smoker, which uses the very best Hickory wood chips to slowly cook
Hard Rock's classic ribs, chicken and pork to perfection. Hard Rock's
Legendary Experience menu is just that - legendary - offering six different
mouth-watering Legendary Burgers made from Certified Angus Beef. In addition
to its food, Hard Rock offers unmatched specialty drinks from its
award-winning bar menu, from Hurricanes and Margaritas, to its Alternative
Rock non-alcoholic beverage menu featuring favorites like Wildberry Smoothies
and Crushed Velvet "martinis."

The Rock Shop offers an exclusive line of authentic Hard Rock Cafe items,
including Hard Rock's famous Classic and City T-shirts, as well as highly
coveted accessories and pins, which reflect the spirit of the city and the
authenticity of Hard Rock's merchandise. New Hard Rock Cafe Las Vegas
limited-edition and city-specific merchandise is now available on site.

About Obscura Digital

Located in a 30,000 square foot warehouse in San Francisco, Obscura Digital is
a creative technology agency specializing in immersive brand experiences that
are both visually stunning and highly interactive. Based on its proprietary
software and hardware systems, Obscura can turn any surface, any size and
shape into a canvas for high resolution and interactive media that may be
triggered through gesture, touch, movement and mobile technology. Obscura's
industry-leading creative and technology work for top brands worldwide
delivering 360-degree video domes, large-scale building projection and
multi-touch screens, earned them a spot on Fast Company magazine's "Top Ten
Most Innovative Companies in Advertising & Marketing in 2009." For more
information, visit www.obscuradigital.com.

About Hard Rock International

With a total of 157 venues in 52 countries, including 128 cafes and 11
Hotels/Casinos, 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. In addition to the two flagship Seminole Hard Rock
Hotels and Casinos in Tampa and Hollywood, Fla., Hard Rock Hotels/Casinos are
located in Las Vegas, Biloxi, Orlando, Chicago, San Diego, Tulsa, Pattaya,
Bali and Macau. Additional hotel and casino projects have been announced in
Penang, scheduled to open in 2009; Singapore in 2010; Palm Springs, Atlanta
and Panama, scheduled to open in 2011; Hungary, Dubai and Abu Dhabi, scheduled
to open in 2012. Hard Rock International is owned by Seminole Hard Rock
Entertainment, Inc. For further details on Hard Rock Hotels and Casinos, visit
www.hardrockhotels.com. For more information on Hard Rock International, visit
www.hardrock.com.

SOURCE Hard Rock International

Brian Siemienas, or Brian Pekny, both of Hard Rock International, both at
+1-407-445-7625; or Meredith DeSanti, or Kristen Hauser, both of Coyne PR,
both at +1-973-316-1665