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new president of Seminole Hard Rock Hotel & Casino Hollywood. announced by Seminole Gaming Chief Operating Officer Larry Mullin.


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Bill Wright has been named president of Seminole Hard Rock Hotel & Casino Hollywood, Seminole Chief Operating Officer Larry Mullin.


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We should put that into several categories. Over million people visited Hard Rock locations last year, and they certainly can go to HardRock. However, it is not yet in sync where you earn points at one casino and those points are redeemable at all casinos. So a lot of charity work and a lot of artists who recognize that part of our business model is to help others. We reach out for the culture, and we tie that back into our marketing. But just to see what we need to do to continue to enhance and create special amenities and service to people who have a theoretical value in some of the upper segments of the database. I think there are some markets where there is still some attractive opportunity. And one of his major focuses is making sure that we deliver on service and deliver on expectations to that upper-tier customer. CP: How involved are you personally in the day-to-day operations of the Hard Rock properties? And the reason for that is because we have different ownership structures and licensing agreements. JA: We have a team of individuals that go to auctions, look at different websites—there are many different ways. Hard Rock is one of the most recognized brands in the world. So foreign exchange rates are something that we have to monitor. Conversely what factors make this more challenging? But frankly depending on how your business is set up, when we look at the value of the dollar compared to the Euro, the difference in currency has a direct impact on our actual profitability. How has Hard Rock embraced the poker culture, and why should poker players choose Hard Rock? Am I still in the middle of debating the specifics of the cafeteria menu every day? How does Hard Rock obtain the incredible music memorabilia that is displayed at each property? That was back in the late 80s early 90s. CP: What are some of the issues you faced when you first took over as chairman and what steps did you take to expand the brand? We certainly recognize the importance of an artist that either donates, or we purchase, or work together on a charitable event, that they understand that their music memorabilia is going to be treated with museum-quality conditions, and never to be sold to anyone else.

One of the most popular and easily recognizable brands in gaming today is that of Hard Rock International. And when you think about that from a casino standpoint, that truly allows us to receive the opportunities for people to be interested in larry mullin casino hard rock as an entertainment brand, not just a casino.

CP: Players rely on the club cards, especially if they have a favorite property. With properties stretching across the globe, it has proven to be an enormously popular entertainment juggernaut reaching across oceans and cultures. So we kind of create a marketing plan because of the different tools of the brand. How has Hard Rock benefitted from this ongoing casino boom? How much time will they spend becoming involved in our promotions or our philanthropic efforts? JA: I think that it is a brand that we are fortunate to own and it certainly allows us to be part of the conversation in virtually any market. Those types of things to me are very important. While working directly with Mr. But on the positive side of that, poker creates a lot of additional non-gaming revenue, such as food and beverage and hotel rooms. No—but I certainly did that for many years. But I would use the word caution because over saturation in some areas has already occurred. This particular round, I became involved in December of when the Cordish Company was looking for someone to work with them to create the Hard Rock in Hollywood and Tampa. I think the most important thing is being authentic. We do have a Hard Rock card specifically related to the restaurants that has a global footprint. Jim Allen: Ironically I became involved for the first time back when I worked for the Trump organization. At Seminole Gaming, Larry Mullin has been with us for two and a half years as our COO, and he really runs the day-to-day for us for the seven casinos in Florida. Where are they going to eat? One of the reasons, I think, is that everybody associates with music and I think that we will continue to focus making sure the Hard Rock is not just about the music of the 60s, 70s, and the 80s. People just really enjoy this brand. I do think for this boom of local casino openings you need to be very cautious for a return on investment. So we certainly embrace the concept that the poker customer is somebody who is very valuable to us. And frankly one of our challenges is the amount of interest that we have in the brand and keeping up with all of the proposals that come in and all of the opportunities that we need to evaluate. Whether you look at things like insurance or benefits, or purchasing, a lot of those things just make sense to consolidate, and in many areas we have done that. JA: I think when we talk specifically about the casino, Larry Mullin has been a tremendous addition to our organization. We have taken that to also be introduced at the gaming properties. JA: People like the brand. JA: I think that any brand needs to be relevant. What makes Hard Rock stand out in such a competitive market? CP: Poker is a big part of gambling. How do you cater to the needs of these varying groups? But I think hands-on management is what can make or break the success of an organization. What show are they going to see? Certainly a lot of the memorabilia that we collected has to do with us working with philanthropic efforts, trying to help others. JA: One of the good—or bad—things about my personality is that I stay very, very involved in the day-to-day operations.