After Much Rumor and Speculation, Victory Park to Hard Rock Cafe Like It's 1986

Categories: Biz
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The Hard Rock Cafe Victory Park's bar -- at least, as conceptually rendered for press release purposes
Hard Rock execs told Unfair Park way back in June of last year: Yes, the eatery-museum, stockpiled with hickory-smoked foodstuffs and Dimebag Darrell memorabilia, would be returning to Dallas sooner than later following the exodus from McKinney Avenue two years ago. This morning, they confirm the not-terribly secret, long-rumored, oft-speculated location -- Victory Park. Specifically, it'll be located in Hillwood's 28-story The House condo building, where one-bedrooms start at $399,900.

The official media release, which Hard Rock sent our way first thing this morning, follows after the jump; you'll also find a second interior rendering. But, first, the highlights: It's "scheduled to open this summer" and will contain "more than 8,900-square feet of space, including a 265-seat restaurant, outdoor dining, rock 'n' roll memorabilia from Hard Rock's iconic collection and a Rock Shop featuring Hard Rock's limited-edition merchandise." Says Hard Rock president and CEO Hamish Dodds, "After exploring several opportunities in the area, we feel that we have found the right location for a new Hard Rock Cafe and we are proud to return to Dallas. Hard Rock has enjoyed a rich history in Dallas and we are thrilled to be able to serve the community once again."
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And, the nighttime version ...
HARD ROCK RETURNS TO DALLAS

Hard Rock International Signs Agreement for New Hard Rock Cafe in the Heart of Dallas

Orlando, Fla., March 18, 2009 - Hard Rock International today announced that the brand has entered into an agreement to open a new Hard Rock Cafe in the heart of Dallas. The new Hard Rock Cafe Dallas, which will be located at 2211 North Houston Street, anchors the Southern end of the Victory Park urban development center. Scheduled to open this summer, the Dallas cafe will be one of the city's premier dining and entertainment destinations, with more than 8,900-square feet of space, including a 265-seat restaurant, outdoor dining, rock 'n' roll memorabilia from Hard Rock's iconic collection and a Rock Shop featuring Hard Rock's limited-edition merchandise.

Hard Rock's original Dallas cafe, which opened in 1986, was located at 2601 McKinney Avenue and known for its unique church design and historic significance. After 21 years, the former Hard Rock Cafe Dallas closed, in order for the brand to actively explore more strategic locations in the market. Hard Rock will welcome back former staff members, and encourage them to join the team at the new Hard Rock location on North Houston Street.

"After exploring several opportunities in the area, we feel that we have found the right location for a new Hard Rock Cafe and we are proud to return to Dallas," said Hamish Dodds, president and CEO Hard Rock Cafe International. "Hard Rock has enjoyed a rich history in Dallas and we are thrilled to be able to serve the community once again."

"We look forward to helping Hard Rock's world-famous brand celebrate their new home at Victory Park. Hard Rock Cafe Dallas will add a new dimension to the District and will further enhance the dining and entertainment options for both residents and visitors," said Todd Platt, CEO of Hillwood Investments.

Consistent with the brand's "Save the Planet" creed, and as a part of its broad development strategy, Hard Rock Cafe Dallas will be developed to achieve a Silver LEED certification, as defined by the Leadership in Energy and Environmental Design (LEED) Green Building Rating System, which provides a suite of standards for environmentally sustainable construction, resulting in a more energy efficient building.

"We are excited to welcome the Hard Rock brand back to Downtown," said John F. Crawford, President and CEO of DOWNTOWNDALLAS. "We anticipate that the Hard Rock Cafe Dallas will contribute significantly to the growth of tourism, while also complementing the sophisticated retail, dining, entertainment and nightlife of the Victory Park development."

Despite a turbulent economy, Hard Rock remains committed to opening new Cafes in key domestic and international markets. Each new development is unique and encapsulates a brand evolution towards concept-driven design. The authentic memorabilia collection will be showcased via innovative multimedia technology. The aesthetic of Hard Rock Cafe Dallas will follow a "Lucid Dream" design vision, which articulates the energy and vibe of the Hard Rock brand. Uncommon materials that diffuse, project, and absorb light will illustrate the tone of the space. Key elements include rhythmic vertical fins raked with lighting effects that highlight the exotic oval stone bar.

In addition to a state-of-the-art facility, Hard Rock Cafe Dallas will feature rock 'n' roll memorabilia from Hard Rock's collection, which includes items from both legendary and contemporary musicians, as well as pieces from Texas-born artists and bands, including a black suit worn by Roy Orbison, snakeskin boots worn by Stevie Ray Vaughn, a Western-style, tie-dyed shirt donated by Laura Lynch of the Dixie Chicks and more. Memorabilia from the late, great "Dimebag" Darrell Abbott of Pantera will also be displayed at the Dallas cafe, honoring the memory of the famous heavy-metal guitarist.

For more than 37 years, Hard Rock Cafe has offered guests classic American fare in a rock 'n' roll atmosphere. Hard Rock Cafe Dallas will also feature a hardwood smoker, which uses the very best Hickory wood chips to slowly cook Hard Rock's classic ribs, chicken and pork to perfection. Hard Rock's Legendary Experience menu is just that - legendary - offering six different mouth-watering Legendary Burgers made from Certified Angus Beef. In addition to its food, Hard Rock offers unmatched specialty drinks from its award-winning bar menu, from Hurricanes and Margaritas, to its Alternative Rock non-alcoholic beverage menu featuring favorites like Wildberry Smoothies and Crushed Velvet "martinis."

The Dallas cafe's Rock Shop will offer both rock 'n' roll-inspired items, as well as classic collectible Hard Rock Cafe Dallas merchandise in its exclusive retail location. This Dallas-specific merchandise can only be purchased at this location, which offers an exclusive quality that enhances each item's appeal. Fans will also able to collect Hard Rock's much-coveted exclusive pins, including the new, limited edition Dallas pins, which reflect the spirit of the city and the authenticity of Hard Rock's merchandise.


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