President of Entertainment, Hard Rock International & Seminole Gaming
Joining Hard Rock International and Seminole Gaming in the middle of the pandemic gave Keith Sheldon the chance to look at the entire company – a massive international organization based in South Florida with properties, including hotels, restaurants, cafes and casinos, in 70 countries – and examine its strengths along with challenges and opportunities.
“As we look forward to the next 50 years, we want to ensure that we are continuing to be culturally relevant, maintaining that mentality that we’re not just a heritage rock brand but we’re a brand that has entertainment in our DNA,” Sheldon says. “We want to reflect the stories of artists from all different genres of music and collaborate in new and unique ways going forward. We try to build affinity early and often with various artists no matter where they’re at in their careers and make sure that our fans, both new fans and old fans know that there’s something for everybody with Hard Rock.”
One of the ways Hard Rock has continued to expand its reach is through its partnerships with Crypto.com Formula 1 Miami Grand Prix.
“With the Netflix ‘Drive to Survive’ series putting formula racing onto the consciousness of Americans, the international popularity of the sport is unquestioned – with each race reaching over 70 million households on average, and generally over 100,000 fans at each race in attendance … Through our uniquely positioned Hard Rock Beach Club stage where A-list performers play alongside turns 11-13 within the track and their music broadcast to the entire Miami GP campus, we’ve put ourselves at the forefront of the must-see pop culture moments that are taking place on the entire global F1 circuit, and given some of today’s top artists more reasons to want to engage with Hard Rock,” Sheldon says.
The brand is developing integrated resort properties in new markets both domestically and internationally. Hard Rock anticipates breaking ground this summer on a project in Athens, Greece, that will include a 10,000-capacity entertainment venue.