Hard Rock Takes Music On The Road Via Tour
Hard Rock International is putting its music and famous memorabilia on the move, launching a multi-city tour that gives fans a chance to engage in a rock n’ roll road trip and see the lives of rock stars and roadies through an interactive mobile tour.
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Fans can relive their favorite rock n’ roll moments by viewing authentic Hard Rock music memorabilia and experience life on the road. The Rock Across America tour comes complete with a memorabilia truck and an expandable trailer. The tour, which runs through October, gives fans a “4D” experience via an interactive movie that takes consumers backstage with the likes of Bruce Springstein, Motley Crue and Simple Plan.
As part of the movie experience, the seats move and interact with the film, simulating an experience of a wild ride, with the smell of burning rubber and the vibrations of a moving car.
The Rock Across America tour will feature pieces of memorabilia, including a signature guitar from Pantera’s late Dimebag Darrell, Eddie Van Halen’s custom-made Kramer Electric Guitar, a suit from the Red Hot Chili Peppers, rare photographs and concert posters from some of rock’s hottest musicians.
The restaurant chain developed the tour to let music fans experience the tour first hand and extend the Hard Rock brand beyond the restaurant doors, said Brian Siemienas, senior director of marketing, Hard Rock International.
“If you are a fan of music, you will find something that appeals to you,” Siemienas said. “There’s something for everyone. We like to share the experience with the fans and the public in general.”
The mobile tour launched last month at Hard Rock Café New Orleans in celebration of the restaurant’s recent memorabilia redecoration. The tour will make numerous stops across the country, including San Antonio, New York, Niagara Falls and Baltimore, where memorabilia will be swapped with items from the other cafes. During these stops, Hard Rock will schedule parties to celebrate the redecoration events.
The tour will also stop at the Milwaukee, WI, Summerfest July 5-10, the Comstock, NE, Comstock Rock Fest July 13-16 and at the Sturgis, SD, Sturgis Motorcycle Rally Aug. 5-14. A complete list of the tour stops and schedule is available at Hardrock.com
This is the third year Hard Rock International has sponsored a mobile tour, but it marks the first entry with two trailers, Siemienas said.
Internet materials, radio pots and restaurant signage support. Fearless Entertainment of New York handles the tour.
