Hard Rock Hotel & Casino Las Vegas: A Marketing 50 Case Study

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Photo: Tony Pettinato
Morgans Hotel Group says it's spending more than $1 billion to upgrade the legendary Hard Rock Hotel & Casino Las Vegas. Now it's up to VP-Marketing Phil Shalala to make that bet pay off.

Cable channel TruTV this month will air a behind-the-scenes look at one of Mr. Shalala's most successful innovations, the notorious Rehab Sunday pool parties. Rehab generates its own revenue stream -- $6 million in 2007 and so far up 18% this year.

The events are part of what one media outlet calls the great pool-party proliferation of 2008. The Rehab parties have even inspired an energy drink, Rehab recovery supplement, marketed by Coca-Cola Co.

Mr. Shalala has worked with music critics and agents to attract the right musicians to appear at Hard Rock. An in-house pop-culture magazine, HRH, is a revenue producer and distributed in all Morgans properties.
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