27 July - 2 August 2000

Bay Street ideal location for Hard Rock Cafe'

by Franco Aloisio

Malta has long been considered an ideal location for the setting up of a Hard Rock Cafe' and the decision to do so comes at a time when the island is upgrading its image and infrastructure, the senior director of Hard Rock Cafe' Development has told The Malta Business Weekly.

Oliver Munday said his company had been interested in setting up a Hard Rock Cafe' in Malta for quite some time.

Hard Rock Cafe' will open in Malta next November in Bay Street in St George's Bay. The Seabank Group secured a franchising deal with Hard Rock Cafe' after months of negotiations with the Rank Group - which owns Hard Rock Cafe'.

"Hard Rock will come to Malta at a time when the country is upgrading its image and infrastructure. We are very excited to be part of the several initiatives that the island has been taking in terms of its image, such as the setting up of the Malta Tourism Authority," Mr Munday said.

"There have been a number of other important developments such as the Hilton and Westin hotels. These are indicating a change in the perception of the country. Malta is definitely raising its profile."

"Malta has wonderful natural resources, a long history and many churches and historic monuments. The direct flights between Malta and the US have further increased the awareness of Malta's potential as a destination in the Mediterranean," Mr Munday added.

On the Bay Street complex, Mr Munday said: "Bay Street is definitely the ideal location for Malta's Hard Rock Cafe'. When Bay Street asked us to be part of the development, we were very interested. We receive many inquiries from people all around the world asking us to franchise the Hard Rock brand.

"We pride ourselves in careful research. With regards to Malta, we felt the time was now ripe to set up a Hard Rock Cafe' in Malta, mainly as a result of the way the country's profile has been raised, especially in the entertainment scene."

Mr Munday said that the area around Bay Street is very exciting, with its combination of cinemas, hotels, restaurants and the upcoming IMAX screens.

"Bay Street is targeted towards the family, and provides education and entertainment all day long. It was very appealing to us mainly because it attracts a wide range of people. This is one of Hard Rock's main strengths."

Asked whether the Maltese Hard Rock Cafe' will have a local context to it, Mr Munday said there is a distinctive atmosphere in every cafe' around the world.

"Hard Rock will suit the various age groups and we will be servicing families during the day and will see the cafe' transform into a late night destination by night," he said.

Mr Munday said live music will be a fundamental aspect of Hard Rock Cafe'. The Maltese cafe' will have its own stage and sound system, and Hard Rock will offer a combination of live and playback audio and visual material. Mr Munday did not exclude that a foreign act could come over to Malta next November for the opening.

He said that Hard Rock Cafe' Malta will be the southernmost cafe' in Europe, adding that the Rank Group feels very comfortable working with partners such as the Seabank Group.

The franchising contract with Hard Rock Cafe' is worth Lm750,000. The chairman of the Seabank Group Silvio Debono said his company was very proud that it managed to bring Hard Rock Cafe' over to Malta.

"Over the past 20 years, many companies tried to persuade them to come to Malta. Bay Street, coupled with our financial and performance track record, proved to be the factors which convinced Hard Rock Cafe' to set up a new base in Malta," Mr Debono said.

The Seabank Group, set up in 1984, are the operators of three leading four-star hotel properties in Malta and it owns various restaurants and bars.

Mr Debono said his company is convinced it can deliver and meet the standards and quality demanded by the Hard Rock Cafe' brand. He said the company will be investing heavily in human resources in order to offer the best service to customers.

"Abroad, people spend hours queuing up to spend an evening at the Hard Rock Cafe'. We hope that will be the case in Malta as well," he said. "The Hard Rock Cafe' will be a destination for everyone, and there will be activities throughout the day," Mr Debono said.

Chris Grech, Bay Street's marketing director said: "Bay Street will revolutionise the concept of family leisure. Bay Street complements the other activities available in the St George's Bay area such as the 16-screen cinema, bowling alley and the upcoming IMAX theatre and ice-skating rink."

"Having companies such as Hard Rock Cafe' strengthens our vision that Bay Street is a destination for all," Mr Grech said.

Hard Rock Cafe' is one of the world's most recognisable brands known for food, rock music, memorabilia and entertainment. Starting way back in 1982, Hard Rock Cafe' has spread all over the world. In fact, the brand is present in 37 countries, with 105 cafes worldwide.

The cafe' has always provided the forum for new and legendary artists through live cafe' performances, concerts and the famous Hard Rock Cafe' Rockfest.

This year's Rockfest was held last week at the Chicago Motor Speedway, and featured a number of prominent artists and bands including Metallica, Kid Rock and Stone Temple Pilots.