Hard Rock and Palace Resorts Timeshare are Expanding Branding Change
Monday, May 14, 2012
More than five years ago, Florida’s Seminole Tribe purchased the Hard Rock brand for nearly $1 billion. Part of the intent of the purchase was to expand the brand by moving into the timeshare industry through a partnership between Hard Rock and Palace Resorts timeshare of Mexico.
Earlier this year, the cobranding began when the Palace Resorts Hotel and Casino in Punta Cana, Dominican Republic became the Hard Rock Hotel & Casino Punta Cana. This collaboration represented the first time the Hard Rock brand had been associated with an all-inclusive resort. It was also the first time the brand had been used for a timeshare property, and it was the first Caribbean resort property affiliated with the Hard Rock brand.
Palace Resorts Timeshare Continue to Expand
With the success of Hard Rock’s new foray into Caribbean timeshare, three more properties are scheduled to be rebranded, all of which are currently Palace Resorts Mexico timeshares.
- Vallarta Palace is scheduled to become the Hard Rock Hotel Vallarta in August 2012.
- Cancun Palace is scheduled to become the Hard Rock Hotel Cancun in August 2012.
- Aventura Cove Palace is scheduled to be rebranded, also in 2012, with Aventura Spa to follow in early 2013.
Ownership of the involved timeshare resorts is remaining with Palace Resorts timeshare, as this is a collaborative branding project, not an ownership takeover.
