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 Hard Rock International and the Luckie Street Partners Planning
a 270 room Hotel with 30Condos in a Mixed-use
Development in Downtown Atlanta
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ORLANDO, Fla., Oct. 25, 2007 - Hard Rock International announced today that it has entered into a management contract with Luckie Street Hotel Partners, which is comprised of local veteran developers, for the development of a destination hotel in Atlanta, Georgia. Hard Rock Hotel Atlanta will be the focal point of a contemporary mixed-use development featuring 270 spacious rooms and 30 luxury residences with a flagship retail and entertainment destination. It will be located in Downtown Atlanta opposite the Georgia Aquarium. The development epitomizes Hard Rock’s hotel expansion strategy within premier locations in the U.S. and worldwide.
    
“Atlanta is a perfect destination for Hard Rock International. The city’s international airport, (the busiest in the U.S. with over 78 million passengers), and the State of Georgia support a thriving music industry in addition to several burgeoning cultural and commercial enterprises,” said Hamish Dodds, president and CEO, Hard Rock International. “Hard Rock looks forward to bringing a new era to Atlanta through unlimited-luxury with an enticing mix of dining and lounging that is on the cutting edge.”
    
The hotel will keep community stakeholders’ energy and momentum moving forward as continued excitement and energy are focused towards downtown Atlanta. Hard Rock Hotel will offer its guests a destination rock star experience encapsulating a spectrum of first class hotel services, cuisine and nightlife with a distinctive rock vibe. The hotel will exude an upscale style and design featuring an inspired collection of premier-class amenities, including a destination spa & fitness center, recording studio with the first ever guest jam rooms (Glory Days Studio) appointed lavishly with cutting-edge technology, signature restaurants and high-profile bars designed and developed to cater to both business and leisure travelers, accommodating groups with state-of-the-art business facilities and meeting space. A hands on music museum and music industry incubator is also being considered with potential partners to further enhance Atlanta’s leadership position in the music and entertainment industry. There are many more facets of this destination hotel in planning, which will be unveiled as the team moves further in the development process.
    
“Atlanta is one of the premier cities in the world for music production with a tremendous amount of economic impact each year for the city. We feel like the music industry is one of Atlanta’s most unleveraged assets. Our vision is to create an epicenter of cool culture and music for Atlanta’s world class music scene and promote a platform from which to leverage this asset and promote our existing and future talent,” says Cole Walker, managing partner of Luckie Street Hotel Partners.
    
Hard Rock Hotel Atlanta reflects a local vision to create a new style of hospitality experience in Atlanta. The next step in development is to achieve formal financing for the project and to this end Luckie Street is currently discussing the development with selected banks. Under the plan, construction of the new hotel could start in mid-2008, with an approximate opening date of late 2010.
    
“With the recent acquisition of Hard Rock International,” notes Jim Allen, Chairman of Seminole Hard Rock Entertainment, “the Seminole Tribe of Florida continues to look for growth opportunities in the hotel and casino sectors. We are proud to be associated with this new development in a vital southeastern US market, and excited about the strategic prospects for Hard Rock moving forward.”
    
About Hard Rock International
    
With 122 high-energy Hard Rock Cafes and eight Hotels/Casinos in 47 countries, Hard Rock International is one of the world’s most globally recognized brands. Beginning with an Eric Clapton guitar, Hard Rock owns the world’s greatest collection of music memorabilia, which is displayed at its locations around the globe. Hard Rock is also known for its collectible fashion and music-related merchandise, Hard Rock Live performance venues and an award-winning website. In addition to the two flagship Seminole Hard Rock Hotels and Casinos in Tampa and Hollywood, Fla., Hard Rock Hotels/Casinos are located in Las Vegas, Biloxi, Orlando, Chicago, Pattaya and Bali, with San Diego scheduled to open later in 2007. Additional hotel and casino projects have been announced in Macau, scheduled to open in 2009, and Palm Springs, scheduled to open in 2010. Hard Rock International, Inc. is owned by Seminole Hard Rock Entertainment, Inc. For more information on Hard Rock, visit http://www.hardrock.com.

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Contact:

Sheraton Fisherman’s Wharf 
2500 Mason Street
San Francisco, CA 94133
415-362-5500
www.sheratonatthewharf.com/
 

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Also See: The Seminole Tribe of Florida Buying the Hard Rock Café Chain from the Rank Group for $965 million; Portfolio Includes 124 Hard Rock Cafes, Four Hard Rock Hotels, Two Hard Rock Casino-hotels / December 2006
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