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Hard Rock brand, trademarks in Las Vegas sold to Hard Rock International

Hard Rock hotel.PNG
Posted at 2:17 PM, May 13, 2020
and last updated 2020-05-13 17:19:33-04

LAS VEGAS (KTNV) — Hard Rock International (HRI) says it has purchased all rights to the Hard Rock brand and related trademarks in Las Vegas.

The sale, announced Wednesday, allows HRI exclusive full rights to memorabilia, signage and merchandise, along with intellectual property rights for affiliated restaurant and entertainment trademarks and website domain names.

RELATED: Demolition starts on Hard Rock Cafe, rebranded casino coming in 2020

HRI and its affiliates are no longer restricted from developing, owning, licensing, managing or operating any Hard Rock-branded casino and integrated resort within Clark County, Nevada.

Houston-based private equity firm Juniper Capital previously owned the rights. Juniper Capital purchased the Hard Rock Hotel & Casino Las Vegas in 2018 from Brookfield Asset Management.

PHOTOS: Hard Rock Hotel and Casino memorabilia

Back in February, the Hard Rock Hotel & Casino closed to begin its transformation into Virgin Hotels Las Vegas. The new hotel is slated to open in the fall of 2020.