�The new redesign of Hard Rock Cafe Chicago represents an evolution of what Hard Rock Cafe will be in the future,� said Pete Beaudrault, president and COO of Hard Rock Cafe International.  �The renovation of Hard Rock Cafe Chicago will not only continue to celebrate Hard Rock Cafe�s music-centric roots, but also turn its eye on the present, and future, of music, fashion and design.�
 

Hard Rock Cafe, with recent reported sales up 5% and operating profits up 18%, is repositioning the company back to its music roots with a modern spin by providing the ultimate music experience to its guests through online and offline channels, including the development of proprietary music properties, the redesign of several of its cafes and extended night club hours/format and the development of additional hotels and casinos.  The brand strategy also includes a newly redesigned web site, new lines of fashion merchandise, redesigned retail shops,

Hard Rock Cafe Chicago 3 West Ontario Chicago, IL 60610

Hard Rock Cafe recently signed an agreement with Music Choice, the world�s largest programmer of commercial-free digital music, to produce concerts for the Music Choice OnStage 2001 series.  Through the alliance, Hard Rock Cafe will produce up to 24 concerts at Hard Rock Live and Hard Rock Cafe locations for Music Choice�s free cable-exclusive concert series which is distributed on the Music Choice national network of cable affiliates.

�Our strategy is to expand the Hard Rock brand name beyond our core restaurant business and not only further enhance the experience our 27 million annual guests have identified with Hard Rock for the past thirty years, but also extend our reach to new audiences,� Beaudrault added.

The new Hard Rock Cafe Chicago, designed by interior designer Jeffrey Beers, renowned for China Grill worldwide, Rumjungle at Mandalay Bay in Las Vegas and Disney�s Animal Kingdom Lodge at Disney World, encompasses 13,500 square feet with indoor seating for 350 customers throughout the cafe and bar area.  The new cafe will be an entertainment venue, as well as a restaurant, and will showcase local, regional and national bands in a new late nightclub atmosphere.

The Chicago location�s new signature element is the �Tower of Power��a thrilling mix of steel, glass, video monitors, and glowing liquor bottles that radiates 17� high from the circular main bar at the center of the space, pulsing with light and energy.  The centerpiece also features 64 monitors that will broadcast a mix of music, graphics, live concerts, and entertainment events.

Another major focus of the Chicago redesign is the new presentation of Hard Rock Cafe�s music memorabilia.  The new cafe�s memorabilia displays pay homage to rock icons and showcases new artists within the same displays to show how they were influenced by these earlier legends.  Hard Rock Cafe�s world-renowned music memorabilia collection currently includes 63,000 pieces valued at more than $31 million.  Memorabilia from past and present artists include Bob Marley, Stone Temple Pilots, Marilyn Manson, Bjork and Buck Cherry.

Hard Rock Cafe, one of the most globally recognized music and entertainment brands, has a network of 105 signature Hard Rock Cafes in 38 countries and a music memorabilia collection worth in excess of $31 million. Hard Rock Cafe International, Inc. is a wholly owned subsidiary of London-based The Rank Group Plc (Nasdaq: RANKY).