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Hard Rock to run casino-hotel in Caribbean’s Aruba

Courtesy of Seminole Hard Rock Hotel & Casino Hollywood in Florida

The Seminole Tribe of Florida plans to add another popular tourist spot to the list of locations for its Hard Rock hotel brand: the island of Aruba in the Dutch Caribbean.

Hard Rock International is to manage the 310-room, beachfront Hard Rock Hotel & Casino in Aruba near the capital city of Oranjestad.  The hotel is to be built by Southwest Horeca Development. Details on financing and contracts are still be finalized, said Michael Shindler, executive vice president of Hard Rock Hotels & Casino.

The Seminole Tribe bought the Hard Rock brand five years ago for nearly $1 billion. Hard Rock has hotels in such U.S. locations as Hollywood, Tampa and Orlando in Florida; Las Vegas, Chicago and San Diego in other states; and Thailand, Indonesia, Dominican Republic and Panama, among other nations.

Plans call for Hard Rock to debut in Mexico later this year in a partnership with Mexico’s Palace Resorts. Palace is renovating three of its all-inclusive hotels in Cancun, Puerto Vallarta and the Riviera May near Cancun as Hard Rock hotels to open starting this year. Together, the three will add roughly 2,200 rooms to the chain.

Click here for our recent story on Hard Rock’s global expansion. The move should increase awareness of the hotel brand bring more customers to hotels in Florida, analysts say.

Published Monday, May 7, 2012 7:25 PM by Zinnia Q.


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