December 23, 2021 Casino, Land Based, Marketing

Hard Rock’s PINKTOBER hits record-breaking $700,000


Campaign’s 22nd year raised funds for breast cancer research.

Hard Rock International on Thursday said its 22nd annual PINKTOBER campaign raised more than $700,000.

The company said that represented the largest amount Hard Rock has fundraised since the program began in 2000.

HRI reported it has donated millions of dollars toward breast cancer research throughout the history of the campaign.

All company divisions worldwide, including Hard Rock Cafes, Hotels and Casinos, participated in the campaign via limited-edition merchandise, food and beverage menu items, local events and more.

Charitable partners included the American Cancer Society, Caron Keating Foundation, Associacion Espanol Contra el cancer Madrid, Gweke’s Caring for Women, and the Breast Cancer Support Group Johor Bahru.

At participating Hard Rock Cafes, $1 from every limited-time PINKTOBER burger sold went toward the cause, amounting to more than $60,000. The three PINKTOBER burgers – the Mushroom & Bourbon Onion Burger, the Ultimate “Pub” Burger, and the Blue Cheese & Bacon Burger – were so well-received the company said they will be added to the permanent menu in January 2022.

Sales from this year’s PINKTOBER-themed Hard Rock t-shirt and newly designed PINKTOBER pin raised more than $35,000.

In addition, players on Hard Rock Digital’s free “Hard Rock Social Casino” game determined how much was donated in honor of PINKTOBER. The more players spun, the more the donation amount increased for a total of $10,000 raised benefitting the American Cancer Society.

On a local level, several Hard Rock properties around the world supported community driven events, including the American Cancer Society recognizing the Hard Rock Hotel & Casino Atlantic City as the No. 1 fundraising group in the country after it raised close to $125,000.

The Seminole Hard Rock Hotel & Casino Tampa once again served as the Pink Premier Sponsor for the local Making Strides Against Breast Cancer Raymond James Stadium in the amount of $50,000.

The Seminole Hard Rock Hotel & Casino in Hollywood, Florida, along with two of its in-state sister properties, hosted a Real Men Wear Pink Event with all proceeds benefitting the American Cancer Society.

The Hard Rock Hotel Desaru Coast in Malaysia hosted a Pinktober Takes the Stage event and rewarded five brave survivors with all-inclusive stays to the hotel.

The Hard Rock Hotel Sacramento donated $50,000 to the Gweke’s Caring for Women Foundation, hosted pink swag giveaways every Wednesday in October, and served pink food and beverage items throughout the month.

The company noted Hard Rock team members worldwide contributed personal time and donations through their paychecks, as well as other fundraising initiatives.

“We are thrilled to announce that in the 22nd year of the PINKTOBER campaign we were able break our fundraising records to continue in our steadfast support of breast cancer awareness and research,” Jon Lucas, chief operating officer of Hard Rock International, said in a statement. “It is amazing to watch our company divisions come together and put their hearts into fundraising efforts. We hope that in addition to raising money we also are able to amplify the message of courage and hope among fighters, survivors and their loved ones."

Brant Woodward, senior executive vice president, field operations for the American Cancer Society, added: “Despite the unprecedented challenges we faced in 2020, the American Cancer Society continued to advance our mission to save lives, celebrate lives, and lead the fight for a world without cancer – in every community, for all people. We are so appreciative of Hard Rock and their continued support of our work to care for people facing breast cancer. Thanks to supporters like Hard Rock, there are more than 3.8m breast cancer survivors in the United States today.”

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