Hard Rock Launches New Loyalty Rewards Program

Hard Rock International has rolled out the red carpet for the launch of its new loyalty program, Unity by Hard Rock.

Artist Noah Kahan recorded a cover of The Beatles’ “Come Together” for the ad campaign, reflecting how the program aims to connect the brand’s diverse offerings — hotels, cafes, casinos — for members worldwide.

“Hard Rock is uniquely positioned to launch this one-of-a-kind loyalty program that rewards our guests’ passions for entertainment, travel, gaming and food,” Keith Sheldon, president of entertainment & brand management at Hard Rock International and Seminole Gaming, said in a statement.

Here’s what you need to know about this new loyalty program.

Members can earn Unity Points at Hard Rock and Seminole Gaming locations through gaming, dining, merchandise purchases and hotel stays. Earning rates vary.

• Earn 3 points per $1 spent at participating cafes, Rock Shops and noncasino hotels.

• Earn 1 point per $1 spent on nongaming spending in participating casinos.

• Earn game-specific rates in participating casinos.

Points redeem like cash (100 points = $1) at participating locations.

You can use Unity points to earn loyalty status and move up membership tiers. To track loyalty status, Unity uses “Tier Credits” in addition to regular points earned.

You can earn Tier Credits toward higher membership status by spending at Hard Rock and Seminole locations throughout the calendar year. Earn 1 Tier Credit per $1 spent (rates may vary for casino gaming). Note the Tier score resets annually.

Unity members can access various benefits and services at over 200 Hard Rock locations worldwide, including hotels, cafes, casinos, Rock Shops and others. Benefits vary across locations and reward status.

There are four membership tiers: Star (0–3,999 tier credits), Legend (4,000–14,999 tier credits), and Icon (15,000+ tier credits). The fourth tier, X, is by invite-only.

• Hotels and cafes: Members get exclusive rates, birthday treats (Cafes), priority seating (Icon & X tiers), and complimentary live music access (X tier) at participating locations.

• Casinos and hotels/casinos: Members can book directly and receive special rates, play-based rewards, and tier-specific benefits.

• Hard Rock Games: Unity members earn points and credits with purchases across online games.

• Rock Shops: Members earn points and credits on qualifying merchandise purchases in store and online.

• Extra travel partner benefits: Unity members enjoy reciprocal benefits with Royal Caribbean and Celebrity Cruises programs.

In addition the benefits and ways to earn points above, Hard Rock’s Unity program offers “Come Together Experiences,” a sweepstakes series of travel and entertainment prizes throughout the year. Learn details and how to enter at unity.hardrock.com/come-together. At time of publishing, these sweepstakes were open for entries, or coming soon.

1. Win an all-inclusive Maldives vacation for two at the Hard Rock Hotel. The prize includes a seven-day, six-night stay with airfare, accommodations, watersports, spa access and dining options. Enter by Aug. 31, 2024.

2. Win a trip to the Guitar Hotel in Hollywood, Florida, for three, for three nights (including airfare and ground transportation), a complimentary day cabana and a resort credit. You’ll also get tickets to an Inter Miami soccer match. Enter by June 30, 2024. 

3. Win an intimate concert experience for two with John Legend at the original Hard Rock Cafe in London. You’ll receive signed merchandise, a $200 Rock Shop gift card, airfare, lodging and ground transportation. Enter by July 31, 2024. 

You can join Hard Rock Unity for free online or at any participating Hard Rock location, enter the sweepstakes and start racking up points and tier credits on your next visit or stay.

(Top photo courtesy of Hard Rock International)