Hard Rock targets the Australian Gold Coast

The casino giant is pursuing the second casino licence that will be issued in the city and plans to build its own venue there.

Australia.- Hard Rock International has announced it plans to get a casino licence in the Gold Coast through an email sent to the Queensland government, the city council and to its tourism leaders. According to the company, it is set to build an integrated resort that would “break the mould” and would be “entertainment-centric.”

CEO for Asia Pacific of Hard Rock International Edward Tracy praised Queensland’s market potential, which he believes favours “a new, more entertainment-centric, product paradigm.” He also highlighted the company’s reputation, which he thinks drives people to their venues because of “the lifestyle element the brand exudes” and said: “The casino is but one among a plethora of entertainment options.”

Queensland Tourism Minister Kate Jones said they’re “making it clear that the focus should be on big-name entertainment” once they go to market on the Gold Coast. “This is the model that Hard Rock is currently building in Spain and that (US gaming giant) Caesars has at destinations all over the world,” she added and stated: “We believe (with) the proposed locations in Queensland, each offers its own individual charm and opportunity and I can envisage a Hard Rock product for each setting.”