Hard Rock announces expanded efforts to prevent human trafficking in the industry

Hard Rock International marked January 11 as the National Human Trafficking Awareness Day by expanding action to strengthen the industry's role in combating and preventing human trafficking. 

Human trafficking, which includes commercial sexual exploitation and forced labor, is “a complex challenge for the entire global hospitality industry because it intersects a range of organized criminal activities,” the company said.

For several years, Hard Rock has implemented “comprehensive” protocols to increase awareness of and prevent human trafficking, including training over 27,000 hotel and casino team members globally and collaborating with community partners and advocacy groups.

In May 2022, the company signed the ECPAT Tourism Child-Protection Code of Conduct, “the world's first and only” voluntary set of business principles that travel and tourism companies can implement to prevent sexual exploitation and trafficking of children.

Jim Allen, Chairman of Hard Rock International, commented: “Hard Rock is committed to working with our community partners across the country and the world to innovate solutions that help prevent human trafficking.”

This January, Hard Rock is expanding its direct support for victims, survivors, and at-risk youth, through partnership programs and providing access to careers in hospitality. Through a partnership with Covenant House New York, a provider of runaway and homeless youth services in New York City, Hard Rock is launching a program that aims to enable youth to overcome systemic barriers, achieve sustainable independence, and break free from cycles of poverty and homelessness.

Julie Farer, Executive Director of Covenant House New York, stated: “Vulnerable and exploited youth need stable employment to transition their lives from the street to a better future. This program seeks to not only offer jobs at Hard Rock, but to help these youth build careers by offering the experience, training and knowledge to build long-term futures in the global hospitality industry.”

Participants will receive employment with Hard Rock Cafe Times Square and Hard Rock Hotel New York. “After completing a 90-day transition period, they can work to forge opportunities across a range of roles, to learn and grow as hospitality professionals,” noted the company.

Hard Rock further claims to be improving how the hospitality industry provides information and support to those who need it, while also deterring traffickers from targeting its properties. Hard Rock and Seminole Gaming are piloting a QR code on its properties that will provide information on trafficking, and for those who may need it, direct access to immediate help resources.

The Twentyfour-Seven Anti-trafficking QR Code was created by survivors to help those vulnerable to trafficking. The QR code sticker will be placed in bathrooms, elevator waiting areas, transportation waiting areas, and parking lots.

Tsvetelina Thompson, Managing Director of Twentyfour-Seven, explained: “Victims who are being trafficked are constantly fed false information by their traffickers. The Twentyfour-Seven Anti-Trafficking QR code breaks the cycle by providing relevant and accurate information to victims so they may obtain help.”

“Hard Rock is the first company in the hospitality sector to implement this program designed to help victims in bad situations,” she added. “Using the anti-trafficking QR code will explain what laws and resources are available to victims.”

When scanned, the person selects their location, selects prompts for the specific information they want, and can choose actions to take, whether it is calling for immediate help, filing a report, or understanding the law. The pilot will test the QR code stickers at properties in New York City, Hollywood Florida, Cincinnati Ohio, and Madrid Spain.

Also this month, in the community of its headquarters, Hard Rock will join the Broward Human Trafficking Coalition (BHTC), community leaders and elected officials on January 21 to raise awareness about the plight and rights of trafficking victims.

The new efforts add to prior initiatives. In January 2022, Hard Rock launched the Social Identity Quest, an education program designed to help teens understand the risks of being lured online. Content was co-developed with experts at ECPAT-USA and EduNetwork Partners.