Hard Rock Brand Mexico-Bound

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The Hard Rock brand will soon be making its debut at three Mexican resorts.

Hard Rock International has announced an agreement with Palace Resorts LLC to rebrand Palace Resorts properties in Cancun, Puerto Vallarta and Riviera Maya into Hard Rock Hotels. The result will be a combination of the Hard Rock experience with the Palace Resorts all-inclusive formula.

The first Hard Rock resort scheduled to open is Cancun, in winter 2012. Puerto Vallarta follows in spring 2012, and the first phase of Hard Rock Hotel Riviera Maya will be complete by fall 2012. Each hotel will remain fully operational as a Palace Resorts property during the conversion process.

The first cooperative venture between Hard Rock and Palace Resorts is the Hard Rock Hotel & Casino Punta Cana, which completed the rebranding from Palace Resort and opened as Hard Rock in the Dominican Republic in 2010.

Michael Shindler, Hard Rock International executive vice president for hotels and casinos, said in a statement, “Cancun, Puerto Vallarta and Riviera Maya are perennially popular Mexican vacation spots and a natural draw for Hard Rock patrons. We are pleased to extend our relationship with Palace Resorts in light of their track record of creating some of the best resorts in the Americas over the last 25-plus years.”