Hard Rock Corporate

Hollywood, Fla. - Hard Rock International and Seminole Gaming are recognizing National Human Trafficking Prevention Month this January by expanding their comprehensive anti-trafficking initiatives with educational forums at flagship properties, a new partnership for the 2026 FIFA World Cup and global growth of existing programs, including the Social Identity Quest program, Change for Change initiative and trainings for frontline team members.

"Our responsibility extends far beyond providing world-class entertainment and hospitality experiences," said Stephanie Piimauna, Senior Vice President of People & Inclusion at Hard Rock International and Seminole Gaming. "We recognize our unique position to identify, prevent and combat human trafficking. This year's initiatives reflect our commitment to community partnership and ensuring our programs serve those most vulnerable to exploitation."

These initiatives build on Hard Rock International's industry-leading commitment to combating human trafficking. Their efforts recently earned recognition from ECPAT International, who named Hard Rock International a 2025 Top Member of The Code, the world's first and only voluntary set of business principles that travel, tourism and hospitality companies can implement to prevent the sexual exploitation and trafficking of children.

Convening Communities and Industry Leaders to Support Trafficking Prevention
This month, Hard Rock and Seminole Gaming are bringing together team members, community partners and industry leaders in collaborative workshops designed to create innovative prevention strategies that can further inform the companies' human trafficking prevention programs.

On January 14 at Seminole Hard Rock Hotel & Casino Hollywood, Hard Rock and Seminole Gaming will host a Warrior Workshop to Reclaim Safety. While human trafficking and related social issues disproportionately affect Indigenous communities, significant gaps persist in trafficking prevention resources available to serve these populations. The workshop invites the Seminole community and team members from Hard Rock and Seminole Gaming to share lived experiences and develop prevention strategies. 

The workshop will be facilitated by Durante Blais-Billie, Seminole Tribe member and Social Responsibility Specialist at Hard Rock International and Seminole Gaming; Cheyne Bluhm, Deputy Director of Curriculum & Learning at PACT (Protect All Children from Trafficking); and Tsvetelina Thompson, Managing Director at Twentyfour-Seven Inc.

On January 28 at Hard Rock Hotel New York, Hard Rock will host an educational forum with community partner Covenant House to gather industry leaders with trafficking survivors and experts to explore practices that can accelerate industry action to protect vulnerable youth. Attendees will tackle real-world challenges, share firsthand insights and build solutions for collective action and industry-wide engagement.

Panelists will include Durante Blais-Billie and representatives from Covenant House, Signature Aviation, the New Jersey Division of Criminal Justice, Office of the Attorney General and Marriott International.

Global Partnership with It's A Penalty for 2026 FIFA World Cup
As the 2026 FIFA World Cup prepares to unite millions of fans around the globe, Hard Rock and Seminole Gaming are partnering with It's A Penalty to leverage the major sporting event as a critical education platform to prevent trafficking.

The campaign, rolling out in April 2026, will unite hospitality industry members, law enforcement and local community partners to educate people on the signs of human trafficking and how to report it, with targeted outreach to victims and at-risk individuals. It's A Penalty will provide supplemental training for Hard Rock and Seminole Gaming team members, enhancing frontline response capabilities across properties in host cities.

Educational Influence Through Social Identity Quest (SIQ) Program
Since its creation in collaboration with PACT in 2021, Hard Rock and Seminole Gaming's Social Identity Quest (SIQ) program has reached 3.2 million students and 141,000 educators across the United States and Mexico. Through various simulations that guide children and teens to make safe decisions, SIQ is designed to help students examine how they interact online to identify the dangers of online predators and prevent risk.

Initially designed for American high school students, the SIQ program has expanded through the years to create new curricula for specific student populations. In 2025, Hard Rock released three new SIQ programs: a Spanish-language version, a program for grades 4–6 focusing on social media & information sharing safety and another program for grades 7–12 focusing on healthy online relationships, as well as trafficking awareness.

The U.S. Chamber of Commerce recognized the Social Identity Quest program as a National Best Practice in 2025.

Change for Change Guest Donations
For the fourth year in a row, Hard Rock and Seminole Gaming will raise funds for human trafficking prevention through the Change for Change program. Participating casino properties will encourage guests to donate any change from cash tickets to the Hard Rock Heals Foundation at select Everi & NRT kiosks, with all change contributions going to the Hard Rock Heals Foundation to support PACT.

In 2025, Hard Rock donated $100,000 to PACT through the Change for Change initiative.

Team Member Training & On-Site Resources
Since 2022, Hard Rock has empowered nearly 143,510 guest-facing team members at hotels and casinos through comprehensive anti-trafficking training, creating a frontline network of trained professionals equipped to recognize warning signs and respond effectively to protect potential victims.

In the past year, Hard Rock and Seminole Gaming have expanded their Twentyfour-Seven QR code sticker program to 54 properties – an increase of 10 locations – spanning 13 countries. This initiative provides 24/7 support resources for those in need while also serving as a deterrent against human traffickers who might target individuals at these venues. Since launch, scans of the code have resulted in 109 interventions to support victims.

Learn more about Hard Rock and Seminole Gaming's human trafficking prevention efforts and 2026 CSR Report at callflatbed.com/social-responsibility.

About Hard Rock® 
Hard Rock International (HRI) is one of the most globally recognized companies with venues in nearly 80 countries spanning more than 300 venues including owned/licensed or managed Hotels, Casinos, Rock Shops®, Live Performance Locations and Cafes. Beginning with an Eric Clapton guitar, Hard Rock owns the world's largest and most valuable collection of authentic music memorabilia with more than 88,000 pieces displayed at locations around the globe. The Unity™ by Hard Rock global loyalty program rewards members for doing the things they love across participating properties. In addition, Hard Rock Digital spotlights the sports betting and iGaming experience with products remixed in the spirit of Hard Rock for players worldwide.

HRI has received numerous industry, destination and workplace awards across the travel, hospitality, gaming, entertainment and food & beverage sectors. HRI currently holds investment grades from primary investment-grade rating agencies: S&P Global Ratings (BBB) and Fitch Ratings (BBB). For more information on Hard Rock International, visit callflatbed.com or shop.hardrock.com. 

About Seminole Gaming 
Seminole Gaming manages six Florida casino enterprises for the Seminole Tribe of Florida, including Seminole Hard Rock Hotels & Casinos in Tampa and Hollywood, Fla. Seminole Gaming has long been recognized for its industry innovations and success. The Seminole Tribe was the first Indian Tribe in North America to open Ultimate Bingo, a high-stakes bingo hall and casino, which debuted in 1979 and became the forerunner of the Indian Gaming movement. Seminole Gaming currently holds investment grades from primary investment-grade rating agencies: S&P Global Ratings (BBB) and Fitch Ratings (BBB). 

Hollywood, Fla. – Hard Rock Live to host “Stay Strong Jamaica,” a special benefit concert at Seminole Hard Rock Hotel & Casino Hollywood on Friday, Jan. 2, 2026, at 8 p.m. The event will unite some of Jamaica’s most influential and beloved artists in support of Hurricane Melissa disaster relief and long-term rebuilding across the island.

Tickets are on sale now at www.myHRL.com. Doors open one hour before showtime. Additional fees may apply.

The event will feature performances by Shaggy, Julian Marley, Marcia Griffiths, Wayne Wonder, Inner Circle, Third World, Wailers, I-Octane, Etana, Tee Jay, Shuga, Ernie Smith, Mykal Rose, Chalice, Brick and Lace, Ed Robinson and more, bringing together reggae, dancehall, and Caribbean music legends for one powerful night of unity and healing.

100 percent of net proceeds from ticket sales and donations will be directed to the country of Jamaica through Jamaica’s Promise, the designated beneficiary from the Hard Rock Heals Foundation, supporting urgently needed housing, infrastructure repair, and humanitarian aid.

“Stay Strong Jamaica represents the extraordinary spirit of our people and the unwavering support of our global community,” said Jamaican Prime Minister Dr. Andrew Holness.  “We are deeply grateful to the artists, the organizers, and every person who contributes to this event.  After the initial shock of the widespread devastation, we have now shifted our focus to recovery mode.  Given the magnitude of the damage, there is little doubt that it will be a long and arduous journey.  But together we will rebuild stronger than before.”

“This concert is more than a fundraising effort.  It is a reminder of the resilience of our culture and the unity of our diaspora,” said Olivia “Babsy” Grange, Jamaican Minister of Culture, Gender, Entertainment and Sport.  “Every dollar raised will directly support families, communities, and essential services impacted by Hurricane Melissa.  The “Stay Strong Jamaica” Concert is yet another manifestation of our music, reggae music, providing the opium for soothing our pain and for being the bridge to take us over troubled waters.”

David Hoenemeyer, Chief Operating Officer of Seminole Gaming (on behalf of Hard Rock Heals Foundation), said, “Hard Rock has a deep connection to Jamaica — its culture, its music, and its people.  Hosting “Stay Strong Jamaica” is an honor and a responsibility we take to heart.  We are proud that 100 percent of net proceeds will directly benefit recovery efforts, helping families and communities rebuild with hope and dignity.” 

About Hard Rock Heals Foundation®
The Hard Rock Heals Foundation® is a registered 501(c)(3) charitable organization that oversees all philanthropic activities for Hard Rock International. Guided by the belief that music is a universal force for good, the Foundation funds health, wellness, disaster relief, and community-based programs that promote healing through music and kindness. Since launching its grant program in 2016, Hard Rock Heals Foundation has supported hundreds of local organizations making a lasting impact.

About Hard Rock Live

Hard Rock Live at Seminole Hard Rock Hotel & Casino Hollywood is South Florida’s premier entertainment venue. An investment of more than $125 million, the 7,000-person capacity indoor venue features clamshell-style seating, offering guests an intimate experience. In 2024, Seminole Hard Rock Hotel & Casino Hollywood ranked No. 5 in Newsweek’s Reader’s Choice Awards for Best Casino with Live Entertainment. Hard Rock Live also ranked No. 4 worldwide in 2024 gross revenue for Pollstar Magazine. Designed by Scéno Plus, the 225,000-square-foot facility is equipped with state-of-the-art, in-house sound and lighting, large HD viewing screens and mobile-stage technology. With its advanced capabilities, Hard Rock Live can support some of the entertainment industry’s biggest performers, as well as nationally and internationally televised awards shows, sporting events and more. A-list entertainers to perform at Hard Rock Live include The Rolling Stones, Metallica, Guns N’ Roses, Maroon 5, Billy Joel, and Dave Chappelle, among others.

About Seminole Hard Rock Hotel & Casino Hollywood

Seminole Hard Rock Hotel & Casino Hollywood is the flagship-integrated resort of Hard Rock International, owned by the Seminole Tribe of Florida. The renowned entertainment, gaming and hospitality destination unveiled a $1.5 billion expansion in 2019, highlighting the debut of the world’s first and only Guitar Hotel. Between three hotel towers, the resort boasts 1,271 luxury guestrooms. Amenities include a 42,000 square-foot Rock Spa® & Salon; an 18-acre recreational water experience; private “Bora Bora” style cabanas; more than 20 food and beverage outlets; a 26,000 square-foot retail promenade; 120,000 square feet of premier meeting and convention space; and an expansive gaming floor with more than 2,500 slots, more than 200 table games and a 45-table poker room. In 2023, the casino launched live craps, roulette and retail sports betting, offering 10 craps tables, 20 roulette tables, and sports betting locations including both electronic kiosks and kiosks with live sports betting agents. Introducing the new games is a historic milestone that immediately puts Florida in the same league as the world’s great gaming destinations. Hard Rock Live, ranked No. 4 worldwide in 2024 gross revenue for Pollstar Magazine, highlights A-list entertainers and performers, sporting events and live broadcast productions in an intimate 7,000-person capacity setting. Seminole Hard Rock Hollywood is located on 87 acres of the Hollywood Seminole Reservation along State Road 7 (U.S. Highway 441). For more information, visit us online at www.seminolehardrockhollywood.com call 1 (800) 937-0010 or follow us: Facebook: @HardRockHolly, X: @HardRockHolly, Instagram: @HardRockHolly.

Media Contacts

Seminole Hard Rock Hotel & Casino Hollywood

Carolina Gómez, Public Relations Specialist, (954) 797-5599, carolina.gomez@seminolehardrock.com

Bitner Group Public Relations

Mayra Hernandez, (954) 309-9606, mayra@bitnergroup.com