hard rock debuts in
“the emerald city”
cafe specs:
• Scheduled to open February 10, 2010
• Located at 116 Pike Street – a fish throw from
Pike Place Market
• Located only blocks from music shop
(Myers Music) where a young Jimi Hendrix
bought his first electric guitar
• Two story, 14,000-square foot Cafe:
o 425-seat restaurant
o Live concert venue with capacity for
400 fans
o Open rooftop terrace with space for up to 80
o Rock Shop featuring city-specific merchandise
• Hard Rock’s first Cafe location in the Seattle market
• Hired approx. 140 employees during job fair
• Management staff includes:
o General Manager, Susan Gutierrez
o Sales & Marketing Management team, Sandra Bird and Amy Bauer
• Designed and constructed to meet Gold LEED certification standards
o To reduce automobile usage, the Hard Rock Seattle is located in an urban, walk-able area with access to
buses, the monorail and streetcars.
o The restrooms use water conserving plumbing fixtures to reduce water usage by more than 40% per
year when compared to a typical restaurant.
o This should save 60,000 gallons of water per year, enough to fill nearly half a million bottles of water.
o The cafe utilizes energy efficient lighting that is 25% more energy efficient than a typical restaurant
o The cafe has self-regulatory lighting along the windows and reduces usage when there is
adequate daylight
o The air conditioning system is 15% more energy efficient than a standard system
o The majority of the cooking and cleaning is accomplished using Energy Star kitchen equipment.
o 95% of the waste during construction of the cafe was recycled
• This resulted in more than 200 tons of waste that was diverted from a landfill
o Much of the cafe was constructed with local, recycled materials
o The cafe was built with low emitting and healthier materials that will reduce indoor air contaminants
o The cafe utilizes energy efficient water heaters
o In total, the cafe’s energy efficient design could reduce its carbon footprint by 25 metric tons per year
• This is similar to reducing gasoline usage by 3,000 gallons per year
page 1 of 3
hard rock debuts in
“the emerald city”
meeting/party room specs:
• First floor seated = 250; Reception Style = 450
• 2nd Floor Live space is convertible to a party room.
o Seated = 175, reception style = 400
o Full service event planning facility with state-of-the-art audiovisual options available for all events
o Catering, entertainment, and event merchandise can be customized to compliment every event
o With a variety of enhancements like the red carpet arrivals, photographers, live video feed, and
interactive DJs to keep the energy high, we can complement your vision and budget.
• Product Launches
• Networking receptions
• Convention Parties
• Media Broadcasts
• Special Events
• CD/Video Releases
• Sales Team Contact Info:
o Sandra Bird: Seattle_Sales@hardrock.com (206) 204-2233
o www.hardrockmeetings.com
live music:
• There is a dedicated state-of-the-art live music space in the cafe (2nd Level)
o Room for up to 400 fans
o Music will be a big part of the unique identity of this Cafe
• Cafe will feature Live music several nights per week
• Hard Rock embraces a tremendous variety of artists across all genres.
o Hard Rock plans to work with both iconic and emerging artists to contribute to the Seattle music scene
and provide unforgettable experiences for raving fans
• Sound System/Gear
o Custom Elation Stage Lighting
System
o Lab Gruppen Amplification
o JBL Subwoofers & loudspeaker
arrays
o Yamaha 48-channel Mixing Board
• Contact Amy Bauer:
Amy_Bauer@hardrock.com or (206) 204-2233
for band booking information
page 2 of 3
hard rock debuts in
“the emerald city”
rooftop terrace:
• Fantastic views of the Olympic Mountains,
Puget Sound
• Premiere place downtown to mix and mingle
• Unique to the city
• Features bar and stacked stone wall as well
as 2 gas fire pits and lounge seating
• Space for 80
design
• Hard Rock is leading Pike Street Market area revitalization
• The 15-foot marquee Fender Mustang guitar at the entrance to the Seattle cafe pays tribute to Kurt Cobain
and the iconoclastic spirit of Seattle’s vibrant music scene.
o Originally marketed in the ‘60s as a budget model, the Mustang’s ugly duckling look and unique
sound was a perfect fit for the nascent grunge scene.
o Hendrix played a Mustang in the early part of his career, but the guitar was truly immortalized in
Nirvana’s “Smells Like Teen Spirit” video.
o Now, this instantly identifiable axe has become a bona-fide icon of rock ‘n’ roll.
• The Seattle Cafe represents a continuing strategic evolution towards concept-driven design
• “Rustic Refined” design vision:
o Design aesthetic blends heritage of the city of Seattle and the historic Pike Street building with the
energy and vibe of the Hard Rock brand
o Refurbished the antique “coin” sign on the front of the building
o Existing raw cardeck ceiling and wood columns were re-used in the new space
o Stacked wood walls made of different wood materials at 1st floor bar:
• Wood species and/or finish colors we selected to evoke the woods used in guitar manufacture
• This design theme was mimicked on 2nd floor stage wall and 2nd floor bar area
o Exposed brick walls in dining areas were retained
o Distressed Metal-cladded display kitchen walls on first floor
o Glass storefront added to front of building
• Allows view into 2nd floor bar as well as entire front of 1st floor
o Smoked mirrors above banquette seating on the 1st floor
o Recycled content used wherever possible in finish materials
o 2nd floor bar overhead design features multiple cylinder lights made of materials such as copper,
galvanized metal, green & brown acrylic
o One Rock Wall Solo™ screen at entry
o One Microsoft Surface® community style table at first floor bar
o 13 Booth Interactive touch screen units on 1st floor (outer perimeter booths)
page 3 of 3
memorabilia
key memorabilia on display:
• It all started because Eric Clapton liked to sit in a specific spot at the original Hard Rock Cafe London.
o He gave us his Fender Lead II guitar and suggested we “mark his territory” by hanging it on the wall.
• A few days later, a very inebriated Pete Townshend presented us with his custom Les Paul and a note that read,
“Mine’s as good as his any day.”
• Now, more than 38 years later and 72,000+ pieces strong, the Hard Rock memorabilia collection is, as
Andy Warhol once put it, “The Smithsonian of Rock.”
• These artifacts are much more than decorations on the walls of a restaurant, casino, or hotel – they’re tangible
connections to the cultural heritage of rock ‘n’ roll.
• Hard Rock is, quite literally, the world’s preeminent music museum.
• Our memorabilia collection is so vast, so overwhelming, that it takes over 150 locations worldwide and a
state-of-the art interactive website to display it all.
voice memo tour:
• It’s safe to say that anyone who walks into a Hard Rock is blown away by the incredible collection of rock
memorabilia and pop culture artifacts on display. To enjoy a meal, check into a room, or play a hand of blackjack
among all this history can be an overwhelming experience. For most people, it’s enough to satisfy their curiosity
about rock ‘n’ roll – but some folks crave more.
• That’s why we’ve created our new Interactive Phone Tour. Debuting in our new Seattle café, the Interactive
Phone Tour will allow folks with a passion for music and history to get the back stories, anecdotes, and dirty little
secrets from our crack team of music nerds via cell phone. It’s fun, free, and almost too cool.
• Phone system has multiple voicemail extensions for every key piece of memorabilia along with information on
various aspects of the café’s design
• Guest calls phone number and selects a 2 digit extension that will be marked on each piece to explore the
memo collection and design specifics of the space in more detail.
page 1 of 3
memorabilia
eddie vedder andrew wood
acoustic guitar
• When the guys from Mother Love • Though they were at one time touted
Bone were forming the group that as the vanguard of the burgeoning
would become Pearl Jam, finding the Seattle sound, Mother Love Bone
right vocalist was crucial. collapsed just prior to the early ’90s
Seattle explosion.
• They hit the jackpot –big time
– when a baritone-voiced surfer • Sadly, this was due to frontman
named Eddie Vedder came into their Andrew Woods untimely death
world. from a drug overdose just as they
were about to release their debut
• Incredibly soulful, creative, and
LP, Apple.
charismatic, Eddie is sort of like a
punk rock Paul Rodgers with a social • Fellow Mother Love Bone members
conscience. Jeff Ament and Stone Gossard went
on to form Pearl Jam, and Andrew
• This Yamaha acoustic was Eddie’s
was immortalized on the now-classic
and it has his handwritten crib notes
Temple of the Dog album.
for the song “Elderly Woman Behind
the Counter in a Small Town” from • This Yamaha 12-string belonged to
Pearl Jam’s sophomore album, Vs. Andrew in the late ’80s.
taped to the sides.
• It’s painful to think about what he
could have contributed to the music
world with this fine guitar had he
not flamed out so early.
krist novoselic jimi hendrix
bass guitar
• This unique Ibanez bass was one • Though many fine guitarists have
of three that Nirvana bassist Krist made their reputations on Fender
Novaselic used on stage and in the Stratocasters, one name stands alone
studio in the early ’90s. as the undisputed Strat master –
Jimi Hendrix.
• He broke it onstage and had his tech
replace the neck. • He used this one towards the end
of his career (and life) with both the
• The sound of an Ibanez Black Eagle
Experience and Band of Gypsies.
is, whether you’re aware of it or
not, a huge part of your ’90s • Jimi gave it to his roadie, Tappy
rock experience. Wright, in 1970.
• Krist used these instruments to • Tappy used it for a while as his
anchor what is arguably the personal instrument (the cigarette
greatest group of the ’90s, and we’re burn on the headstock is from Tappy)
extremely proud to have this piece in and then turned it over to us.
our collection.
• Many people are surprised to learn
• These days, Krist only plays when that of the dozen or so Hendrix guitars
inspired and has walked away from we own, this is the only Stratocaster of
the machinations of the music Jimi’s in our collection.
industry.
• We tend to go for more unique
• He continues to be heavily involved Hendrix guitars since Jimi went
in grassroots politics. through Strats the way most folks
go through socks – he had zillions
• We predict that he’ll be the governor
of them.
of Washington by 2020.
page 2 of 3
memorabilia
alice in chains
drum kit
• This lovely DW kit was brutalized
by Sean Kinney, drummer for alt–
metal demigods Alice in Chains,
throughout the band’s career.
• It was first heard on the album
Dirt and the ’93 Lollapalooza tour.
• Later, Sean brought this badass
set of tubs out of retirement for
Alice’s 2007 Re-Evolution tour
with Velvet Revolver.
• This kit has seen it all from the
grunge explosion of the early
’90s to the rock revival of the
21st century.
• During the full moon, these
drums whisper the tales of
10,000 flannel-shirted
stage divers.
robert lang
studio door
keith moon • This graffiti-riddled door is from
jacket legendary Seattle studio Robert
Lang Recording.
• This super-cool leather jacket was
part of Keith Moon’s wardrobe in • Since 1974, a veritable who’s who
the mid ’70s. of musicians from Seattle and all
over the world have made Robert
• At a Seattle gig in 1976, the Who’s Lang’s the go-to studio for
legendary soundman Bob countless album productions.
Pridden spilled a drink on it.
• In January of 1994, Nirvana did
• Keith joking told him he had to one of their very last recordings
pay for the jacket, so Bob bought there and Kurt tagged the door
it from Keith, dried it out, and with a drawing of a little guy.
rocked it himself for the next
15 years. • Three months later, Kurt
was gone.
• In his own way, Bob Pridden’s
contributions to rock music are • His drawing is toward the upper
as important as Keith’s. right-hand corner of this door.
• Bob created the “wedge monitor”
floor speaker concept that has
been a mainstay on every single
concert stage in the world for
nearly 40 years.
• He’s also among the most
respected live sound engineers
in music history.
page 3 of 3
merchandise
merchandise:
• The Seattle cafe’s Rock Shop offers rock ‘n’ roll-inspired items, as well as collectible
Hard Rock Cafe Seattle merchandise in its exclusive retail location.
• This Seattle-specific merchandise can only be purchased at this location,
enhancing each item’s appeal. Fans can also acquire Hard Rock’s much-coveted
signature pins, including the new, limited-edition Seattle pins, which reflect the
spirit of the city and the authenticity of Hard Rock’s merchandise.
city tee
• The Seattle-exclusive “City Tee” was
designed in collaboration with acclaimed
Seattle rock artists Ames Bros. and features
Sasquatch rocking out against a picturesque
backdrop of the Seattle skyline.
• Ames applies a progressive approach to
developing the visual identity of rock bands
through unique and award-winning custom
CD packaging and merchandise
• Ames Bros. does extensive work with
Pearl Jam and has designed the visual
identity for a variety of music festivals
(Austin City Limits, Lollapalooza, Vegoose,
Outside Lands, etc.)
• They’ve designed hundreds of original screen
printed posters, as well as CD
packaging, and, of course, T-shirts for the
likes of Neil Young, Radiohead, Coldplay,
Sting, Phish, John Mayer, Snoop Dogg,
Foo Fighters, The Strokes, The Hives
• Ames Bros. were nominated for a GRAMMY
award for their clever & artful packaging of
Pearl Jam’s Vitalogy and Yield albums
• Hard Rock partnered with Ames to help
inform the visual identity of the new
Seattle Cafe
multi-touch
multimedia technology
new look ~ new tech ~ new vibe
• Seattle is a marquee location for multi-touch multimedia technology
o Enables fans to explore the world’s greatest Rock ‘n’ Roll memorabilia collection
o Guests can virtually tour each of the company’s 159 venues around the world
• Rock Wall Solo™
o 52” interactive touch screen
o Based on the 18-foot multi-user Rock Wall pioneered at the Las Vegas Strip Cafe
o Multi-touch interface customized for a single-user experience
o A guest can access and expand a single image or video to be as large as the screen itself
o HRC partnered with Obscura Digital to develop
• Microsoft Surface® (1 unit - community table)
o Utilize Microsoft Surface technology
o Provides a 360-degree, multi-user interface on
the 30” display
• Uses cameras to sense objects, touch and
hand gestures
o HRC collaborated with Duncan/Channon and
Vertigo to create several custom applications
• For example, the worldwide memorabilia
application:
o Allows the guest to locate Hard Rock
properties around the world, then
“deep-zoom” on memorabilia items
housed at each property worldwide
o Uses categories such as artist, year,
genre, and type to facilitate exploration
Rock Wall Solo™
Microsoft Surface®
page 1 of 2
multi-touch
multimedia technology
• Booth Interactive (13 units)
o Touch-based interface for the Cafe’s booths. Allows guests to:
• Explore 1,300+ memorabilia items
• Peruse Rock Shop merchandise
• Vote on what video plays next in the Cafe
• Key Partners
o Duncan/Channon
o Microsoft
o Vertigo
o Technomedia Solutions
o Obscura Digital
Booth Interactive Booth Interactive - Close Up
Microsoft Surface® Microsoft Surface®
page 2 of 2
menu
legendary experience menu:
• Guests can enjoy a selection of Hard Rock’s world’s favorite 10-ounce Certified Angus Beef Legendary
Burgers, including:
o Legendary 10-ounce Burger: Famous the world over, topped with seasoned bacon, two slices of Cheddar
cheese, a crisp-fried onion ring, lettuce, tomato and pickle
o S.O.B. Burger: Basted with spicy Chipotle Pepper puree, topped with Jack cheese. Served with Hard Rock
Guacamole and grilled onions
o Hickory BBQ Bacon Cheeseburger: Basted with Hard Rock’s special Hickory Bar-B-Que sauce and
smothered with caramelized onions. Topped with crisp seasoned bacon and melted Cheddar cheese
o The Big Cheese: Smothered with three slices of cheese chosen by the guest
o Red, White & Blue Burger: Laced and grilled with Hard Rock’s spicy Buffalo sauce and Cajun seasoning,
topped with crumbled blue cheese and a crisp fried onion ring.
o Mushroom & Swiss Burger: Smothered with sweet caramelized onions and sautéed mushrooms,
topped with two slices of Swiss cheese.
o California Burger: Toasted bun brushed with Ranch dressing, fresh cucumber slices, lettuce, tomato,
fresh-made Hard Rock Guacamole and topped with Monterey Jack cheese.
o Mediterranean Burger: Tzatziki sauce, lettuce and ripe tomato slice, topped with feta cheese, diced red
onion, capers, black olives and pepperoncini peppers.
o Grilled Granny Smith Apple & Provolone Burger: Topped with sweet Maple mustard, lettuce,
grilled Granny Smith apples slices, caramelized onions, seasoned crisp thick bacon and melted
Provolone cheese.
o Local Legendary: Java Lava Burger: Our signature 10oz choice Burger seasoned with Espresso Rub
and finished with Tillamook Cheddar, Pepper Bacon, Lettuce, Tomato, Crispy Java Onions, and
Jalapeno “Java Lava” sauce.
Local Legendary: Java Lava Burger
page 1 of 2
menu
smokehouse menu
• Hard Rock uses the very best Hickory wood chips to slowly cook our ribs, chicken and pork to juicy,
tender perfection
o Hickory Smoked Bar-B-Que Ribs: A full rack of West Tennessee-style baby back ribs, rubbed, grilled
and basted in homemade Hickory Bar-b-que sauce and cooked to perfection so the meat falls right
off the bone
o Hickory Smoked Bar-B-Que Chicken: Southern-style,
half-chicken, rubbed, grilled and basted with
homemade Hickory Bar-b-que sauce
o Hickory Smoked Bar-B-Que Chicken & Ribs Combo:
Best of both worlds
o Hard Rock’s BBQ roots are inspired by our founder’s
hometown of Memphis, TN
drinks menu
• Our endlessly extensive, award-winning drink menu includes Hurricanes, margaritas, classics with a twist,
our signature favorites, alternative rock (Alcohol Free) beverages, etc. all available in our souvenir
collectible glassware.
o Our cocktails are handcrafted, just like our cuisine, and as authentic as the memorabilia on the walls.
So order up a round, raise your glass to Rock and enjoy!
• Hard Rock Cafe Seattle proudly serves coffees from the Caffe Vita Roasting Company
page 2 of 2
philanthropy
hard rock’s commitment to
love all, serve all
Since it was established in 1971, Hard Rock has been committed to a wide variety of philanthropic causes and
activities around the world. For more than 38 years, Hard Rock International has made it both its business and its
abiding passion to make the earth a safer, healthier and better place to live.
A wide range of charities have benefited from Hard Rock donations - in the form of dollars, food and beverage,
merchandise and man hours. Hard Rock’s guiding principle, “Love All, Serve All,” encompasses the brand’s
dedication to its core mantras – “Save the Planet,” “Take Time to Be Kind” and “All is One.”
save the planet
Hard Rock International began working hard to “Save the Planet” long before the environment became a widely
supported cause. Its pioneering mission to give something back - both on a global basis and by involvement in
smaller community projects - has not only served as a catalyst to raise funds, but it has also enhanced the very
profile of corporate charity work.
In every Hard Rock city, the staff makes it a priority to become a valuable community partner. Members of
Hard Rock International’s “Ambassador Program” provide ongoing fundraising and volunteer services to a
variety of charities and non-profit organizations vital to each community that each Hard Rock serves. Hard Rock
Ambassadors have been involved in charitable causes, ranging from neighborhood recycling drives to annual
Earth Day events, beach clean-ups, meals for the homeless and more.
take time to be kind
From Seattle to New York to London to Dubai, each member of the Hard Rock family takes time to be kind –
following the example set by Hard Rock’s founders – and is still respected by Hard Rock International’s corporate
headquarters to this day.
Aside from its substantial donations over the past 38 years, Hard Rock International has greatly increased
awareness of vital issues including life-threatening diseases, such as cancer and AIDS, homelessness,
environmental causes, hunger, animal abuse, education through music and the care and nurturing of children.
all is one
Never straying too far from its musical roots, Hard Rock International has participated in numerous high-profile
rock charity events of the past decade, a tradition that began with Live Aid in 1985. From the Nelson Mandela
Tribute at Wembley in London, to The Wall concert in Berlin, to a Bob Dylan Tribute in New York – if there’s music
and a meaningful cause, count on Hard Rock to be there to help.
charitable work will always be integral to “what” hard rock “is.”