Serving people & our planet
Here's how we live our mottos
Social purpose has propelled Hard Rock since 1971, when it was founded on the mottos of Love All – Serve All, All Is One, Save the Planet, and Take Time to be Kind.
The Seminole Tribe of Florida's acquisition of Hard Rock International in March 2007—the first transaction of its kind by a Native American tribe—fused its unconquered vision to drive unparalleled service across cafes, hotels and casinos in pursuit of an unlimited future for Hard Rock, one of the world's fastest growing and best-regarded consumer brands.
The tribe's history is one of perseverance and independence. As a sovereign government and community, its people continue many long-standing traditions and cultural practices, while adapting to changing social and business realities. But always, they remain the unconquered Seminole Tribe of Florida.
Unconquered Vision – Unlimited Future – Unparalleled Service
Love all – serve all
In 1971, Hard Rock's founders, Isaac and Peter, pursued their vision to open the first Hard Rock Cafe in London to break down class barriers as a place where "bankers could hang out with bakers."
Fifty years later, Seminole Hard Rock continues this tradition through the Office of Diversity, Equity & Inclusion, which works to integrate our motto into daily business operations and critical business decisions.
All is one
The Seminole Tribe of Florida’s perspectives and history shape how we serve our communities. Wherever we operate, Seminole Hard Rock invests locally, nationally and globally across causes that matter most to the 253 locations that we operate.
We support our team members and their families. Year after year, we champion common priorities, including: hunger relief, cancer prevention, diversity equity and inclusion, human trafficking prevention, children’s hospice care, socioeconomic conditions, and inspiring people’s connection to music.
Take time to be kind
Our team members' compassion and care for our guests and communities make everyday life better. We reinforce this collective empathy with formal training for everyone who joins our team.
We pay special attention to guests who may have problems with their gambling and on addressing and preventing sexual, labor and other forms of exploitation of children and vulnerable people, and are actively involved with supporting human rights.
Save the planet
Seminole Hard Rock is growing efforts to sustainably address waste, energy, and water, by driving operational improvements, engaging non-profit partners, and pursuing best practice collaboration with vendors.