Hard Rock International is attempting to boost its attraction to the forthcoming Japanese IR market by drawing attention to its recently launched “Rock Om” program, which allows guests in hotel rooms to engage in a specialized yoga program blending music with equipment supplied by the company Manduka.
The various Rock Om yoga sessions have been designed by DJ Drez and his wife Marti Nikko.
In response to AGB’s inquiry, Edward Tracy, CEO of Hard Rock Asia commented, “The operative word is ‘experiential,’ which is the essence of the Hard Rock product where we want guests who stay at our Integrated Resorts to have a memorable experience, and not merely a hotel room and another holiday, forgotten tomorrow.”
There is also a misconception to address: “Rock Om again demonstrates the breadth of the Hard Rock portfolio and dispels the notion that we only offer music. In addition to world-renowned music entertainment, Hard Rock amplifies this with its rich heritage of having the most extensive artist memorabilia collection in the world. Through music, we enrich lives with our global philanthropic programs; the Hard Rock Stadium is a venue for sports and live music concerts; in Rock Om, we merge music and wellness into one.”
Turning to its local implications, Tracy stated, “Health and wellness is a key theme for Japan, which is already known for its attractions of hot springs and vast, natural beauty. Japan IRs are first and foremost for the Japanese people, and with an aging demographic, Hard Rock views wellness as one of the primary amenities for Integrated Resorts.”
The Osaka business community, in particular, has been emphasizing the concept of “wellness” as central to its vision for the anticipated Yumeshima IR.