U.S.-based café and casino chain Hard Rock Café International is bringing out the big ol’ guns for its newly-created Japanese division.

Last Monday, the casino chain appointed Edward Tracy as the chief executive officer of its Hard Rock Japan LLC as part of its “strategic move designed to support the company’s growth plans in the region.”

“We are confident in Tracy’s ability to lead the company’s efforts in Japan and we look forward to seeing out business continue to grow under his leadership,” said Jim Allen, chairman of Hard Rock International, in a statement.

A veteran in the gaming and hospitality industry, Tracy has more than 30 years of experience under his belt. He joined Sands China Ltd., a subsidiary of Sheldon Adelson’s Las Vegas Sands Corp., as its president and chief operating officer in 2010 before becoming the company CEO in July 2011.