Hard Rock International was recognized by ECPAT International as one of this year’s Top Members of The Code, becoming the first company in the gaming sector to be honored for its human trafficking prevention efforts. Hard Rock International and Seminole Gaming also provided updates on anti-trafficking efforts, including new student education programs.
ECPAT International is a leading organization that coordinates research, advocacy and action to end the exploitation of vulnerable children. Supported by ECPAT, The Code is an international framework that equips the travel and tourism industry with resources and training to protect children from sexual exploitation. Member companies receive operational tools to help identify and prevent exploitation while showing their dedication to child protection in an industry that offenders frequently target. Hard Rock became a signatory of The Code in 2022.
Everyone at Hard Rock International is incredibly honored to be recognized by ECPAT International and The Code for the work we are doing to combat human trafficking. Human trafficking is a critical issue that demands sustained action from industry leaders. While we are proud of this milestone, we view it as motivation to continue our efforts to protect vulnerable individuals worldwide. Stephanie Piimauna, Senior Vice President of People & Inclusion at Hard Rock International and Seminole Gaming
To commemorate World Tourism Day on September 27, Hard Rock International and Seminole Gaming participated in ECPAT’s “Tourism and Sustainable Transformation” event. Paul Pellizzari, Vice President of Global Social Responsibility at Hard Rock International and Seminole Gaming provided video comments, and Durante Blais-Billie, Hard Rock’s Social Responsibility Specialist and a member of the Seminole Tribe of Florida, presented at a webinar highlighting Hard Rock’s various anti-trafficking initiatives and how these comprehensive efforts empower every team member to embody key company mottos including Take Time to Be Kind and All is One.
Hard Rock’s anti-trafficking efforts continue to expand, with new data showing significant growth in program reach and impact:
- Social Identity Quest (SIQ) Program: This year, another 500,000 students across the United States and Mexico have completed Hard Rock’s SIQ educational program with PACT (Protect All Children from Trafficking), the US affiliate of ECPAT International, and an organization dedicated to the elimination of the sexual exploitation of children. For the fall, Hard Rock just released three new SIQ programs: a Spanish-language version, a program for grades 4–6 focusing on social media & information sharing safety and another program for grades 7–12 focusing on healthy online relationships, as well as trafficking awareness. In addition, the U.S. Chamber of Commerce recognized SIQ as a national best practice in 2025.
- Supporting PACT: Hard Rock donated $100,000 to PACT in 2025 to date through the Change for Change initiative, which allows guests at participating Hard Rock casinos to donate change from cash tickets to the Hard Rock Heals Foundation® for anti-human trafficking efforts.
- Team Member Training: Hard Rock has empowered guest-facing team members with more than 65,000 completed sessions at its hotels and casinos through comprehensive anti-trafficking training in 2025 to date, creating a frontline network of professionals equipped to recognize warning signs and respond effectively to protect potential victims.
To learn more about Hard Rock and Seminole Gaming’s human trafficking prevention efforts, visit hardrock.com/social-responsibility.
About Hard Rock®
Hard Rock International (HRI) is one of the most globally recognized companies with venues in nearly 80 countries spanning more than 300 locations including owned/licensed or managed Hotels, Casinos, Rock Shops®, Live Performance Venues and Cafes. Beginning with an Eric Clapton guitar, Hard Rock owns the world’s largest and most valuable collection of authentic music memorabilia with more than 88,000 pieces displayed at locations around the globe. The Unity™ by Hard Rock global loyalty program rewards members for doing the things they love across participating properties. In addition, Hard Rock Digital spotlights the sports betting and iGaming experience with products remixed in the spirit of Hard Rock for players worldwide.
HRI has received numerous industry, destination and workplace awards across the travel, hospitality, gaming, entertainment and food & beverage sectors. HRI currently holds investment grades from primary investment-grade rating agencies: S&P Global Ratings (BBB) and Fitch Ratings (BBB). For more information on Hard Rock International, visit www.hardrock.com or shop.hardrock.com.
