Officials at the Isleta Pueblo south of Albuquerque, New Mexico recently announced they will drop the name Hard Rock Hotel and Casino. The pueblo’s affiliation with the Las Vegas-based Hard Rock Hotel (not Hard Rock International, based in Orlando) lasted three years. The officials said the owner of the franchise did not live up to a contractual agreement to provide marketing, management training and services. Dropping the name also will save the pueblo million a year.
The pueblo will return to its own brand identity.
Isleta Chief Executive Officer Pamela Gallegos said, “We did not see the boost that I think we would have loved to have seen.” She said slot revenues are about the same now as they were before the name change.
The resort had operated under the Isleta Casino brand for over 20 years, and the pueblo believes this has a better connection in its history and culture. “This change should create more growth and job opportunities for tribal members and other members of the community, as well as keeping additional money in the local economy,” Gallegos said.
Gallegos said removing all traces of Hard Rock could take up to a year.