Hard Rock Hotel Casino


With views overlooking Lake Tahoe, this sleek casino resort includes a 25,000 square foot casino, hip restaurants and bars, sprawling pool, an entertainment arena and, of course, epic rock memorabilia.

In 2014-2015, Hard Rock Hotel & Casino looked to Foundry for help launching their new property in the very competitive Lake Tahoe market, as well as leading all marketing services post-launch.


Pre-opening focused on teasing property developments, hosting multiple promotions to increase engagement and offering giveaways to increase fan bases across all platforms. Because the property was still under construction, we created a concept that perfectly blended the unique Hard Rock attitude with the zen-like Tahoe setting, creating alluring imagery and messaging to generate a buzz in South Shore and beyond. We managed all aspects of their pre-opening and year one marketing to truly rock Tahoe.

The Results

Opening night was a smashing success (literally), complete with an ice guitar that was smashed by the owners, along with a VIP event and media tour. Following the opening, we sustained momentum through a well-rounded marketing campaign that captured the Hard Rock brand with a Tahoe twist.


Grand Opening


Grand Opening


New Fans
Opening Night