Hotel, Organisations & Operators,

Hard Rock International, supporting the Hard Rock Heals Foundation®, the charitable arm of Hard Rock, announced that its 23rd annual PINKTOBER campaign raised over $1 million for breast cancer research. Throughout the month of October, Hard Rock® Cafes, Hotels, Casinos and Rock Shops® hosted fundraising efforts, including limited-edition menu items, specially designed merchandise, a song writing contest and more, with proceeds benefiting national and local breast cancer charities. This is the second year in a row Hard Rock surpassed its own record, making this the largest single amount Hard Rock has raised since PINKTOBER’s inception in 2000, and adding to the millions of dollars donated throughout the history of the campaign.“PINKTOBER is one of the most highly anticipated and celebrated times of year at Hard Rock. Each October, our company divisions and properties around the globe truly personify our mottos of “Love All – Serve All” and “Take Time To Be Kind” by joining together to support breast cancer awareness and research,” said Jon Lucas, Chief Operating Officer of Hard Rock International. “This year, we were thrilled to amplify our team’s deep passion through partnerships with Chef Dominique Crenn and musician David Correy, who both share our PINKTOBER mission and have been personally impacted by breast cancer. We’re appreciative of their support to help raise awareness and donations for the American Cancer Society and related charities within our local communities.”
This PINKTOBER, Hard Rock Cafe teamed up with world-renowned French chef and breast cancer survivor, Dominique Crenn, to create a limited-time menu item of Baja Style Shrimp Tacos exclusively available at Hard Rock Cafe locations around the world. Chef Crenn also hosted a curated dinner series at Seminole Hard Rock Hotel & Casino Hollywood, and Hard Rock Hotel New York. Limited-edition PINKTOBER-themed Hard Rock merchandise was sold in Rock Shops and online including t-shirts, hats, water bottles, tote bags and pins.
Hard Rock Hotels held a Breast Cancer Awareness Song Contest in collaboration with David Correy, an internationally-recognized recording artist who lost his mother to cancer in 2020. Together with Hard Rock, Correy encouraged fans to compose for a cause by sharing their lyrics as a vessel to honor fighters, survivors, and loved ones that have stood by their side for PINKTOBER. The grand prize winner, a stage IV metastatic breast cancer survivor, not only had her lyrics featured in David Correy’s PINKTOBER Anthem, but also received a $5,000 grand prize, a $5,000 donation to the American Cancer Society in her name and a 4-night all-inclusive Hard Rock Hotel voucher. The official “Pink October” fight song, is out now on Spotify. Hard Rock Hotels also offered guests to enjoy pink decorated rooms, specialized spa treatments, and pink co-branded Fender guitars as part of the Sound of Your Stay® program where guests could check out the guitars and make donations.
Hard Rock Digital supported PINKTOBER with in-app activations by Hard Rock Sportsbook and the free-to-play “Hard Rock Dice Party” mobile game. Additionally, throughout October, Seminole Gaming patrons donated change from redeemed gaming vouchers at any Everi full-service kiosk across the casino floor.
On a local level, several Hard Rock properties around the world supported community driven events:ADVERTISEMENTHard Rock Cafe Orlando guests received a pink paper ribbon with a QR code linked to the Women Who Rock website and were encouraged to write a message of hope or love.Hard Rock Hotel & Casino Bristol dedicated one of its Blackjack tables on the casino floor to PINKTOBER by changing the table felt to pink and donating a percentage of proceeds from the table to the campaign. They also participated in the American Cancer Society Southeast Region’s Real Men Wear Pink campaign.Seminole Hard Rock Hotel & Casino Tampa and Hard Rock Hotel & Casino Atlantic City participated in the American Cancer Society’s Making Strides Against Breast Cancer event and are two of the top two American Cancer Society fundraising teams in the nation.Hard Rock Casino Northern Indiana sponsored a local Making Strides Against Breast Cancer event with a $25,000 donation.Hard Rock Hotel & Casino Sacramento at Fire Mountain hosted a sold-out charity gala supporting Adventist Rideout Cancer Center in Marysville, as well as a charity golf tournament at Catta Verder.Seminole Classic Casino hosted the American Cancer Society’s Season Kick Off and Broward County’s Real Men Wear Pink Reveal Event in their Hollywood Hall.Hard Rock Hotel Maldives participated in the Pink Fun Run and held an exclusive Pink Tie Dye event at Roxity Kids Club™ & Teen Spirit® Club in support of Maldives Cancer Society.Hard Rock Hotel & Casino Sioux City held a back-of-house pink pumpkin contest and displayed pink neon, electrical wings.Multiple properties hosted musical events and other fundraising initiatives, in addition to generosity from our Hard Rock team members worldwide, many who voluntarily donated to the cause.

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Plans to convert Admiralty Arch, one of London’s most iconic historical landmarks, into a luxury hotel under the Waldorf Astoria brand are accelerating under new ownership with Reuben Brothers.Since taking ownership of the building over the summer, Reuben Brothers has been working closely with Hilton to upgrade existing development plans for the site, in a partnership that will see the transformation of one of London’s most notable landmarks, staying true to its heritage and refined aesthetic.
The building, originally commissioned by King Edward VII in memory of Queen Victoria, stands proudly at the end of The Mall opposite Buckingham Palace, offering unparalleled views of the Palace in one direction and across Nelson’s Column and Trafalgar Square in the other.
Suite Spot: The Best View in LondonCentral to the updated plans is a newly developed two-bedroom suite boasting the most sensational view of Buckingham Palace. The suite will sit at the very centre of the building on the fourth-floor bridge and will be bookable for overnight stays and private events.
The hotel will provide exciting restaurants and bars with world-renowned chefs, ensuring it becomes a must-visit London destination for hotel guests and non-residents alike. To take advantage of the incredible architectural beauty of the building and the impressive surroundings, the property will feature two outdoor spaces: the 6th floor rooftop terrace and on the ground floor, where guests will be able to sit overlooking St James’ Park.
Transforming a LandmarkThroughout its history, Admiralty Arch has been home to leading figures of state and society, from Sir Winston Churchill – whose office was based within the arch when he was First Sea Lord of the Admiralty – to the author of the James Bond spy novels, Ian Fleming. To this day, Admiralty Arch plays an integral role in many a ceremonial occasion, serving as the gateway to The Mall and linking the processional route to Buckingham Palace for events such as royal weddings, funerals and next year, the coronation of King Charles III.ADVERTISEMENTThe hotel’s design and characteristics, now incorporating an increased room count and exclusive spa, will pay homage to the building’s historical significance, drawing inspiration from its storied past to create an exquisite experience for guests.
Jamie Reuben of Reuben Brothers said, “Transforming and restoring Admiralty Arch – a true London landmark – into a five-star luxury hotel with restaurants, bars, a ballroom, spa and residences is an incredible honour for us. We are excited to be working with our esteemed partner, Hilton, to bring the Waldorf Astoria brand to the heart of London, and revitalising the area for hotel guests, visitors and London locals to experience and enjoy.”
Christopher J. Nassetta, president & CEO, Hilton, said, “Admiralty Arch is undoubtedly one of the most iconic landmarks in London and we are delighted to be working with Reuben Brothers on this magnificent hotel. With a legacy of preserving and enhancing incredible historical buildings, Waldorf Astoria is a natural fit for this development, and Reuben Brothers’ proven track record in delivering projects of this magnitude makes them a wonderful partner. Together we will write the next chapter of this exceptional building’s rich story and we look forward to expanding our partnership over the coming years.”
The hotel will join an exclusive portfolio of more than 30 Waldorf Astoria Hotels & Resorts across the world, with recent signings including the brand’s expansion to other iconic cities including Sydney, as well as the return of Waldorf Astoria New York, which is in the midst of an extensive refurbishment to preserve the building’s history.
Waldorf Astoria London Admiralty Arch is scheduled to open in 2025.

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