Hard Rock Focuses on MICE

Inspired by its popular in-room amenity offerings, that include Sound of Your Stay and Rock Om, Hard Rock International’s new BreakOut program is geared for meeting groups.

“On the hotel and casino level, we have been utilizing brand programming for years, and now, we are thrilled to announce that we are transitioning those premier experiences over to our meetings and events,” states Danielle Babilino, senior vice president, global sales and marketing for Hard Rock International, in a statement. “This transition would not be possible without the help of our partners, who have assisted in recreating our unmatched offerings to ensure that they are custom-catered to our friends in the MICE community.”

Meeting planners can choose from MICE branded programs curated by Hard Rock International’s preferred partners. With the help of School of Rock, Jeff Nolan, SongDivision, Scratch DJ Academy, Tangible Formats, Drum Cafe, DJ Drez & Marti, and Clean the World, Hard Rock’s new meetings experiences rock. The partners revamp the popular, pre-existing brand program, Sound of Your Stay, with a meetings-specific spin on the Picks, Tracks and Wax offerings.

The Band, curated by School of Rock, offers next-level group guitar lessons, encouraging social sharing and team building, tailored specifically to the organization’s needs. School of Rock also provides guests with the Rock Your Riff Guitar Ensemble, where groups can take cues from a professional guitarist to collectively learn and perform a hit song. Karaoke skills can be brought to the stage during a singing activity where attendees will work with a vocal instructor, taking the stage in a band.

SongDivision is amping up Tracks as they provide teams with the opportunity to reinforce the purpose of the group’s organization, and strengthen bonds with Song Slam where attendees engage in friendly competition in this ‘Battle of the Band’s’ style event, where teams write and perform songs to express the company’s purpose. Team Anthem also allows attendees to create a memorable song with world-class musicians that captures the voice of the company.

Guests can get behind the deck with Scratch DJ Academy’s hands-on Mix offering, which teaches the basics of mixing, scratching and blending. For those visual artists, “Spin Art,” will be offered to create an engaging activity where meeting customers can create works of Hard Rock inspired or company-branded vinyl artwork.

Based on Hard Rock’s Wax program, Tangible Formats is bringing MICE guests a unique music experience. Attendees can perform with a live band and leave with a personalized vinyl record with a recording of their performance. In addition, Tangible Formats can also offer a vinyl cutting station with pre-recorded tracks with customized vinyl to remember the event.

Drum Cafe utilizes group drumming techniques led by facilitators and a team of multicultural performers to transform audiences into unified percussive orchestras. The All Is One Drum Circle allows groups to drum together in perfect unison through specialized facilitation. The All Is One Community Building offers a deeper dive into creating a musical collaboration, where all participants get a drum to use for the duration of the program, and a percussive orchestra is built by learning unique parts of the music.

For those seeking to incorporate physical activity and relaxation into their agenda, Hard Rock’s classic Rock Om experience, redesigned for MICE, delivers a one-of-a-kind music-infused group yoga experience. With yoga flows led by producer and musician DJ Drez and his yogi wife Marti Nikko, this offering will transform the usual MICE expectation to an experience that simultaneously soothes and rocks.

As the world’s largest music memorabilia curator, Hard Rock strives to showcase its more than 80,000 pop-culture artifacts with all of its guests. The brand is taking memorabilia to another level as it offers exclusive behind the scenes tours for its MICE patrons. Memorabilia Tours will allow groups to dive into the property’s featured moment in music history with Treasures of Hard Rock.

Hard Rock and Clean the World will continue to offer its Hygiene Kit Program, launched in September 2019. With Clean the World’s Hygiene Kit Events, groups can work in teams to build hygiene kits, providing guests with the opportunity to engage in a collaborative activity that promotes interpersonal interaction and sustainability, all while lending a helping hand to others in need. Once completed, the hygiene kits are donated to homeless shelters, disaster relief efforts, or a charity of choice.

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