Hard Rock International wants a piece of Australia’s Gold Coast. The company has reportedly entered the race for the second Gold Coast casino license, indicating to the local government and tourism leaders that it would build an “entertainment-centric” integrated resort that would break the mold.

According to Hard Rock International CEO for Asia Pacific Edward Tracey, “We believe Queensland has a strong market potential for a new product paradigm, one that is more entertainment-centric, not merely in physical amenities themselves but how they are delivered to customers. People flock to the Hard Rock because of the lifestyle element the brand exudes. The casino is but one among a plethora of entertainment options.”

Queensland Tourism Minister Kate Jones has spoken, and Hard Rock is listening. Jones said that Queensland is adamant about the type of operation it wants to bring to the market. She said, “When we go to market on the Gold Coast, we’re making it clear that the focus should be on big-name entertainment, bringing the likes of Mariah Carey, Celine Dion and Jennifer Lopez to the Coast to perform.”

Tracey heard the message, loud and clear. He asserts, “This is the model that Hard Rock is currently building in Spain and that (US gaming giant) Caesars has at destinations all over the world. We believe (with) the proposed locations in Queensland, each offers its own individual charm and opportunity and I can envisage a Hard Rock product for each setting.”