Hard Rock launches Pinktober

Show your commitment to breast cancer awareness this October by celebrating “Pinktober” at Hard Rock locations worldwide! Hard Rock International announces the launch of “Pinktober” – a month-long initiative to raise awareness and funds for breast cancer research through sales of a collectable “Pinktober” pin, key chain and T-shirt, as well as a series of live music events at Hard Rock establishments around the world.

Accessorize for the Cause
Beginning September 2, 2008 Hard Rock “Pinktober” items will be sold exclusively at select Hard Rock International properties worldwide, including Cafes, Hotels, Casinos, Park and on www.hardrock.com.

· Hard Rock’s “Pinktober” pin, the ninth in a series supporting breast cancer research, features a silver, three-dimensional curved hinge covering the body of the guitar, filled with clear rhinestones. When the hinge is opened, a hot pink acoustic guitar with a pale pink ribbon design – a symbol for breast cancer supporters – is revealed. The pin also features the powerful message “Stop Breast Cancer for Life.”

· Hard Rock’s “Pinktober” offerings also include a baby doll black, ladies T-shirt. It features Hard Rock’s “Love All, Serve All” mantra and the Hard Rock brand logo in black foil across the front center chest, accented with a pink rhinestone-adorned ribbon.

· A keychain has also been created for “Pinktober.” This beautiful keychain features seven charms that capture the spirit of peace, love, life and rock ‘n’ roll – including a pink ribbon, a heart, a peace sign, a microphone, a guitar, a lip print and the iconic Hard Rock logo.

Proceeds from the sale of special limited-edition 2008 Hard Rock “Pinktober” merchandise will benefit The Breast Cancer Research Foundation, with 75% of the retail price of each pin ($12) sold and 15% of the retail price of each t-shirt and key chain ($28 and $20 respectively) sold going directly to the cause.

Rock Out for A Cause
Hard Rock’s “Pinktober” initiative will also feature live music events at Hard Rock locations worldwide, kicking off with a launch event in Los Angeles and an appearance by program supporter Melissa Etheridge. All events will benefit breast cancer research organizations.

These events highlight artists throughout the month to raise additional dollars for this worthy cause. Last year’s events included performances by such artists as Melissa Etheridge, Matchbox Twenty, Ghosts, Emerson Hart, Brandi Carlile, Griffin House and Blake Shelton. The 2008 Hard Rock “Pinktober artist lineup will be announced in September 2008 on www.hardrock.com.


About The Breast Cancer Research Foundation
The Breast Cancer Research Foundation® was founded in 1993 by Evelyn H. Lauder as an independent, not-for-profit 501(c) (3) organization dedicated to funding innovative clinical and translational research. The Foundation supports scientists at top universities and academic medical centers worldwide conducting the most advanced and promising breast cancer research that will lead to prevention and a cure in our lifetime. A minimum of 85 cents of each dollar donated to the Foundation goes directly to breast cancer research and awareness programs. In October 2007, $32 million was awarded to 151 scientists across the United States and in Canada, Latin America, the Middle East, and throughout Europe. And for the seventh consecutive year, BCRF received Charity Navigator’s highest rating, four stars, thus outperforming over 99% of the evaluated charities, while the American Institute of Philanthropy has awarded BCRF its highest possible rating of A+. BCRF is the only breast cancer organization in the U.S. to receive these accolades. For more information, visit www.bcrfcure.org or call 1.866.FIND.A.CURE.

About Hard Rock International
With 127 high-energy Hard Rock Cafes and nine Hotels/Casinos in 48 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, San Diego, Pattaya and Bali. Additional hotel and casino projects have been announced in Macau and Penang, both scheduled to open in 2009; Palm Springs, Atlanta and Panama, scheduled to open in 2010; and Dubai, scheduled to open in 2011. Hard Rock Park, located in Myrtle Beach, is the world’s first rock ‘n’ roll theme park. Hard Rock International, Inc. is owned bby Seminole Hard Rock Entertainment, Inc. For more information on Hard Rock, visit www.hardrock.com.