Ryan Kavanaugh's Relativity and Rogue Lifestyle Brand Form Innovative Partnership Deal With Hard Rock Hotel & Casino Las Vegas

May 7, 2009

The Hard Rock Hotel & Casino and Relativity Media's Ryan Kavanaugh and recently acquired film and lifestyle property, Rogue, announced today that they are partnering on a multi level entertainment deal never before accomplished by a hotel casino property and an entertainment brand.

Amid all the excitement of their month-long grand opening celebration for The Joint concert venue, the Hard Rock Hotel & Casino and Relativity Media's recently acquired film and lifestyle property, Rogue, announced today that they are partnering on a multi level entertainment deal never before accomplished by a hotel casino property and an entertainment brand.

The deal grants Rogue the official naming rights to Hard Rock's legendary concert venue The Joint, which will now be called The Rogue Joint. In addition to several co-marketing opportunities between the companies such as social networking and cross promotions, The Rogue Joint will host a select slate of Rogue film premieres and screenings. The Rogue brand will also receive on-site presence throughout the Hard Rock, including a dedicated in-room channel programmed with Rogue films and trailers for upcoming releases, retail product, and presence at the world famous Hard Rock pool. Rogue's recently launched social network IamRogue.Com will be promoted and marketed throughout various platforms within the Hard Rock, including in room, The Joint, Friday Night Live poolside music series, Rehab and others. Hotel rooms and tickets for many of the venue's events will also be offered through the site.

"Relativity Media and Rogue are strong, creative, youthful, and exciting companies that perfectly match our philosophy on what a guest experience is all about" said Hard Rock Hotel & Casino Vice President and CMO Phil Shalala. "Joining forces with them continues our well-earned reputation for developing unique and innovative partnerships that benefit our audience above all else."

"The Hard Rock brand has always been a 'rogue' brand, in that it celebrated those rebels who believed they could change the world and then had the courage to do it," said Ryan Kavanaugh, CEO of Relativity Media. "There has always been great synergy between music and film, and this is another dimension in that rich history. We are extremely proud of The Rogue Joint and hope it soon takes its place in the pantheon of great venues that have brought so much joy to music fans around the world."

Hard Rock Hotel & Casino and Relativity set out to break the traditional sponsorship mold. Where most sponsor deals are a simple financial exchange, this agreement promises a true marketing partnership with multiple activations that will continue through the life of the contract.