Lima, Peru, December 17, 2012 – Hard Rock is spreading the message of rock from continent to continent, and now, the world-famous brand is taking South America by storm with a new state-of-the-art cafe in Peru! Hard Rock International today announced the opening of its newest cafe location in the heart of Peru’s capital and jewel city of Lima. Located in Centro Comercial Jockey Plaza, one of the most exclusive areas in the city, the new Hard Rock Cafe Lima will undoubtedly be a must-see for both visitors and locals. The 820-square-meter cafe includes seating for 220, an upscale contemporary bar, live concert space that will feature Lima’s unique local music scene and Rock Shop. Memorabilia from Hard Rock’s iconic collection adorns the walls of Hard Rock Cafe Lima, including items from legendary and contemporary musicians from around the world. Fans will be able to see the shirt worn by Ricky Martin at his career-defining appearance at the 1999 GRAMMY Awards, which not only catapulted him from a Latin music superstar into an overnight crossover phenomenon, but also launched the new millennium’s Latin music craze. And three months later, he was on the cover of TIME Magazine. The cafe’s collection also includes Shakira’s bodysuit from the video “She Wolf,” which became an internet sensation, and as of December 2012 has over 71 million views on YouTube. Also on display is a custom Green Bay Packers jacket worn by will.i.am of Black Eyed Peas in their video “Shut Up”, the second single off of the Elephunk album, which took the group from an underground alt-hip hop trio to the internationally-known electro hip-pop quartet we know today. Other key memorabilia items featured include: a bass guitar played by Gene Simmons of KISS during a performance in Lima in 2012, a custom Fender Stratocaster played by Bon Jovi guitarist Richie Sambora, handwritten lyrics from Slash, a plaid suit worn onstage by Elton John, a lyric sheet for Bruce Springsteen’s song “My Lover Man”, and much more. “Not only is Lima a modern and trendy city, but it also celebrates a rich culture and history, and Hard Rock Cafe Lima will bring together both of these attributes,” said Tom Perez, Senior Franchise Director of Operations, Americas, Hard Rock International. “We are extremely excited to be opening a new Hard Rock Cafe, which will display the style and vibe of today’s Lima, and know that we will be rocking this great city for years to come.” Guests of Hard Rock Cafe Lima can enjoy fresh, high-quality items from Hard Rock’s scratch-based menu, including the favorite Legendary Experience menu, featuring a mouth-watering selection of 10-ounce Legendary Burgers. Hard Rock’s Smokehouse Menu uses the very best Hickory wood chips to slowly cook its ribs, chicken and pork to juicy, tender perfection. In addition to its food, Hard Rock Cafe’s extensive, award-winning drinks menu includes Hurricanes, Margaritas, signature favorites and Alternative Rock (alcohol-free) beverages, all available in Hard Rock souvenir collectible glassware. Hard Rock’s cocktails are handcrafted, just like its cuisine, and as authentic as the memorabilia on the walls. The Lima cafe’s Rock Shop offers rock 'n' roll-inspired items, as well as collectible Hard Rock Cafe merchandise in its exclusive retail location. This Lima-specific merchandise can only be purchased at this location, which offers an exclusive design quality that enhances each item’s appeal. Fans can also acquire Hard Rock’s much-coveted signature pins.Since it was established in 1971, Hard Rock has been committed to a wide variety of philanthropic causes and activities around the world, and Hard Rock Cafe Lima carries this causal commitment to its market. In every Hard Rock city, the staff makes it a priority to become a valuable community partner. In the form of funds, food and beverage, merchandise and man hours, Hard Rock Cafe Lima will give back locally, as well as participate in global corporate philanthropic initiatives, ranging from breast cancer awareness programs, to rock icons’ favorite causes through the annual Signature Series T-shirt program.About Hard Rock International With a total of 179 venues in 56 countries, including 140 cafes, 18 hotels and 8 casinos, Hard Rock International (HRI) is one of the most globally recognized companies. 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. HRI owns the global trademark for all Hard Rock brands. The company owns, operates and franchises Cafes in iconic cities including London, New York, San Francisco, Sydney and Dubai. HRI also owns, licenses and/or manages hotel/casino properties worldwide. Destinations include the companies’ two most successful Hotel and Casino properties in Tampa and Hollywood, Fl., both owned and operated by HRI parent company The Seminole Tribe of Florida., as well as other exciting locations including Bali, Biloxi, Chicago, Cancun, Las Vegas, San Diego and Singapore. Upcoming new Hard Rock Cafe locations include Santiago, Nabq, San Jose and Guatemala City. New Hard Rock Hotel projects include Aruba, Riviera Maya, Abu Dhabi and Shenzhen and Haikou in China. New Hard Rock Casino projects in development include Hungary and Northfield, OH. For more information on Hard Rock International, visit www.hardrock.com, www.hardrockhotels.com, or www.facebook.com/hardrock.