Seminoles remake Hard Rock

Hard Rock rolls with the times

The theme-restaurant chain now belongs to the Seminole Tribe of Florida, but the Orlando-based company has been undergoing a transformation started in 2004.Hard Rock still conjures images of logo T-shirts and music memorabilia for most people. But the company's identity began undergoing a major transformation in 2004, when the Seminoles opened two Florida casino-hotels under the Hard Rock flag.

"When our facilities opened, Hard Rock was a restaurant company," said Jim Allen, chief executive officer and president of Seminole Hard Rock Entertainment, the tribal parent company. "It is now becoming more of a hotel-and-gaming company."