Orlando, Fla., July 6, 2009 – Hard Rock International, a global hospitality brand, is proud to announce the opening of Hard Rock Cafe Dallas on July 15, 2009. The new Hard Rock Cafe Dallas is located at 2211 North Houston Street, anchoring the Southern end of the Victory Park urban development center. Sure to contend as one of the city’s premier dining and entertainment destinations, the Dallas cafe includes a 265-seat restaurant, outdoor dining with patio seating for 40, rock ‘n’ roll memorabilia from Hard Rock’s iconic collection and a Rock Shop featuring Hard Rock’s limited-edition merchandise. The cafe will also celebrate its grand opening in Dallas on Thursday, August 20th in true rock star fashion. The exclusive VIP event will feature a live concert by Dallas favorites the Old 97’s, a guitar smash and one-of-a-kind memorabilia moment. Event proceeds benefit the Fallen Patriot Fund – championed by founder, entrepreneur and Dallas Mavericks owner Mark Cuban. “I am proud to be in the position to offer assistance to severely injured soldiers and the families of those who have made the ultimate sacrifice at a time when their lives have been tragically disrupted both emotionally and financially,” Cuban said recently. Through a strategic partnership with the Dallas Mavericks, Hard Rock will be raising funds for the charity via the sale of a limited-edition Dallas Mavericks/Hard Rock co-branded bracelet (on sale now while supplies last). Select Pin Collectors’ Club members and a limited number of lucky fans will have a chance to attend the event and revel in the festivities. For further event details and updates, please visit www.hardrock.com/dallas. This opening marks Hard Rock’s return to the Dallas market. The original Hard Rock Cafe Dallas, located at 2601 McKinney Avenue and known for its unique church design and historic significance, was closed after 21 years in order for the brand to actively explore more strategic locations in the market. Hard Rock welcomes back former staff members and new local talent to the team at the new location on North Houston Street. Leading the team will be former GM Todd Stoerkel, who has been successfully helming the Philadelphia cafe since the previous Dallas location closed. Sales & Marketing Manager Christina Oickle joins the Dallas management team from Starwood Hotels & Resorts, where she had extensive sales, marketing and event planning success with the local community. In addition, the authentic memorabilia collection of Hard Rock will be showcased via innovative multimedia technology. The Dallas cafe is the pilot location for a unique interactive booth experience enabling fans to explore the world’s greatest rock ‘n’ roll memorabilia collection. Hard Rock, Duncan/Channon and Vertigo created a custom, touch-based interface for many of the cafe’s booths, where guests can explore memorabilia, peruse merchandise and vote on what video plays next in the cafe. From “Deep Zoom” functionality to background information on the pieces themselves, the technology grants access to a catalogue of more than 1,000 unique memorabilia items. Guests can also plug in to the in-house music video system to cast their vote on the next song, and explore Hard Rock memorabilia related to those artists. Marquee Rock Shop merchandise items will also be accessible for browsing as part of this interface. “Dallas has always been an important and beloved market for the Hard Rock brand,” said Sean Dee, vice president and CMO, Hard Rock International. “We’re thrilled to return after a short absence and look forward to serving the local community and its visitors for many years to come.” Consistent with the brand’s “Save the Planet” creed, and as a part of its broad development strategy, Hard Rock Cafe Dallas was developed to achieve a Silver LEED certification, as defined by the Leadership in Energy and Environmental Design (LEED) Green Building Rating System, which provides a suite of standards for environmentally sustainable construction, resulting in a more energy efficient building. The new Dallas cafe represents a strategic evolution in developing cafes that are more environmentally friendly. Dallas will be the first of a series of other LEED certified Hard Rock developments, including upcoming new cafe locations in Seattle and Waikiki. For more than 38 years, Hard Rock Cafe has offered guests classic American fare in a rock ‘n’ roll atmosphere. Hard Rock Cafe Dallas features a hardwood smoker, which uses the very best Hickory wood chips to slowly cook Hard Rock’s classic ribs, chicken and pork to perfection. Hard Rock’s Legendary Experience menu is just that – legendary – offering six different mouth-watering Legendary Burgers made from Certified Angus Beef. In addition to its food, Hard Rock offers unmatched specialty drinks from its award-winning bar menu, from Hurricanes and Margaritas, to its Alternative Rock non-alcoholic beverage menu featuring favorites like Wildberry Smoothies and Crushed Velvet “martinis.” The Rock Shop offers a limited line of authentic Hard Rock Cafe items, including Hard Rock’s famous Classic and City T-shirts, as well as highly coveted accessories and pins, which reflect the spirit of the city and the authenticity of Hard Rock’s merchandise. New Hard Rock Cafe Dallas limited-edition and city-specific merchandise is now available. About The Fallen Patriot Fund The Fallen Patriot Fund of The Mark Cuban Foundation was established to help families of U.S. military personnel who were killed or seriously injured during Operation Iraqi Freedom. Financial resources are vital to enhancing the sustainability of the family unit who has suffered a loss because their loved one sacrificed him/herself for freedom. Within that group, grant recipients will be selected in accordance with criteria established by The Mark Cuban Foundation. All proceeds will be disbursed. About Hard Rock International With a total of 153 venues in 52 countries, including 127 cafes and 10 Hotels/Casinos, Hard Rock International is one of the world's most globally recognized brands. 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. In addition to the two flagship Seminole Hard Rock Hotels and Casinos in Tampa and Hollywood, Fla., Hard Rock Hotels/Casinos are located in Las Vegas, Biloxi, Orlando, Chicago, San Diego, Pattaya, Bali and Macau. Additional hotel and casino projects have been announced in Penang, scheduled to open in 2009; Singapore in 2010; Palm Springs, Atlanta and Panama, scheduled to open in 2011; Dubai and Abu Dhabi, scheduled to open in 2012. Hard Rock International is owned by Seminole Hard Rock Entertainment, Inc. For further details on Hard Rock Hotels and Casinos, visit www.hardrockhotels.com. For more information on Hard Rock International, visit www.hardrock.com.