Hard Rock International has hinted at expanding its portfolio to the Strip, and last year purchased the rights to the Hard Rock's brand and related trademarks in Las Vegas from Juniper Capital Partners. This isn't the first time the Hard Rock brand has found a home in Las Vegas.Ī Hard Rock Hotel had previously been operating just east of the Strip, but was sold by Brookfield Asset Management in 2018 to billionaire Richard Branson's Virgin Hotels and partners, including investment firm Juniper Capital Partners. After undergoing expansive renovations, the property reopened as Virgin Hotels Las Vegas earlier this year. The property will continue to operate under the Mirage name in the near term, with MGM Resorts licensing the brand to Hard Rock royalty-free for no more than three years.
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