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This Months Issue
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At the Hard Rock Cafe
Walking into the Hard Rock Café Fiji at Port Denarau, Nadi is walking into a mini-palace for music lovers. There are so many things to see in just one place, and you can choose to dine or drink while staring at or tripping on memorabilia that could belong to your favourite artist or rock ‘n’ roll star. Hard Rock International, one of the world’s most recognisable brands, is a chain of restaurants founded in 1971, and famous for casual dining, music, memorabilia and entertainment. There are 142 Hard Rock Cafes in 46 countries around the world and the Hard Rock Café Fiji is the latest addition. They started rocking on Tuesday, 4 December, 2007. “It was a 10-week project,” says general manager Ritesh Patel. “The challenge for us was to get a Hard Rock Café up in 10 weeks and we did this successfully.” Hard Rock Café Fiji, operated by Jack’s of Fiji, aims to become a premier dining and entertainment destination, with two levels, including a 150-seat restaurant upstairs, a performance stage, Hard Rock’s Rock Shop, and walls adorned with pieces from Hard Rock’s world-famous memorabilia collection. Jack’s it seems was a natural choice as franchisee since they, like the international brand, were already in the local restaurant and retail business. “We spent as much as US$240,000 to get the memorabilia in, leasing it from the Hard Rock International,” says Patel. “There is a list of memorabilia you can choose from. We brought in items we thought the people of Fiji would love. Half of the memorabilia we brought in was decided by us and half was decided by the international office of the Hard Rock Café.” Beginning with an Eric Clapton guitar, Hard Rock owns the world’s greatest collection of music memorabilia, which is displayed at its locations around the globe. Hard Rock is also known for its collectible fashion and music-related merchandise, and live performance venues. The brand was most popular in the 1980s when people engaged in the hobby of visiting as many locations as possible and collecting a Hard Rock T-shirt bearing the Cafe logo and the location name. Of the various collections in Hard Rock Café Fiji, there are three that are worth US$10,000 each, the most expensive items on the wall. They include Steven Tyler of Aerosmith’s suit, Tom Petty of Tom Petty and the Heartbreakers’ signed guitar, and a jacket that belonged to Michael Jackson. “The most famous thing that we have is Madonna’s bustier,” says Patel. Mai Life immediately went to look for that, and then feasted our eyes on a black and gold pants worn by Shakira, which looked quite tiny that we wondered how the beautiful bottom that she shakes fits into it. It’s best you see what else is there for yourself. Patel is confident that both the restaurant and retail aspect of the café will appeal to the public. “We are turning it into a favourite nightspot for the people of Fiji, they can enjoy the bars, our restaurant and, and definitely the environment of the Hard Rock Café will be a major pull,” he says. He promises guests great American fare in a rock ‘n’ roll atmosphere. “You get the same menu in all the Hard Rock Café’s worldwide, American food in big quantities,” he says. Recommended by Patel are their legendary burgers with fries, BBQ ribs and BBQ chicken, steaks and famous shakes and apple cobbler. “Hard Rock Café is guided by the five Ms - the music which we believe in, the memorabilia, the monument that is a big guitar in front of the establishment that distinguishes Hard Rock Café’s worldwide, the merchandise that we sell in retail, and the menu,” says Patel. Hard Rock Café Fiji aims to target both the local market and the tourists Says Patel: “Hard Rock as a brand name appeals to me.” 
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