The appointment of Keith Sheldon as president of entertainment for Hard Rock International and Seminole Gaming couldn’t come at a more difficult time. Casino capacity is limited. Showrooms remain dark. Most lounges are also closed.
Entertainment, which usually involves crowds of people seated together in a club or concert arena, has been put on indefinite hold due to the coronavirus pandemic, which shuttered casinos across the country in March.
“This is unprecedented for the hospitality, gaming, and live events industry, so an immediate goal will be to ensure that Hard Rock and Seminole Gaming properties are well positioned to identify quality content opportunities as the live entertainment business makes its comeback,” Sheldon said.
Chairman of Hard Rock International and CEO of Seminole Gaming Jim Allen said the team will play a long game. Success will be defined by how well the corporation raises the bar when it comes to entertainment offerings over time.
“To that end, my vision is to ensure that we are consistently offering guests world-class events across our network of global properties.”
Sheldon will also connect the dots from property to property, so the company maximizes the potential of each venue and strategically networks the entire portfolio.
“A flagship property like the Guitar Hotel outside Fort Lauderdale puts all eyes on Hard Rock—whether through destination events, artist residencies, award shows, or unique one-off concerts—which elevates the overall brand and serves as a consistent reminder to the artist community that all Hard Rock venues should be firmly on their radar,” Sheldon said. “I strongly believe that a rising tide lifts all boats, and as individual properties find heightened levels of success, so too will our other venues.”
Despite the challenges of his new role, Sheldon said he’s excited to be part of an iconic brand, recognized around the world. He will work with hundreds of properties in 76 countries, all subscribing to the belief that music as a language brings people together, he said.
“To lead an entertainment vertical with that backdrop in mind was more than enough to pique my interest,” he told GGB News. “But as I explored the specifics, it was all about Mr. Allen’s vision. It’s easy to see that the growth trajectory of the Hard Rock brand is incredible and the commitment to world-class entertainment is undeniable.”
Sheldon’s bona fides are clear. A native of Sudbury, Massachusetts, he started booking events and parties at a children’s museum at the age of 13. He graduated from Bucknell University with a B.S. in business management, and received his law degree from Brooklyn Law School. He arrives at Hard Rock after six years with BSE Global, parent company of the Brooklyn Nets and Barclays Center, which also operates the Nassau Coliseum on Long Island and Webster Hall in Manhattan. “In this role, I led the entertainment division, overseeing the programming of content across all venues and new business development..”
At BSE, he secured iconic stars such as Bruce Springsteen, Barbra Streisand, Jay-Z, Ed Sheeran, Madonna and Justin Bieber, and was named to Billboard Magazine’s 40 Under 40 list in 2016. He also was a finalist for Pollstar’s Venue Executive of the Year three years running—in 2017, 2018 and 2019. Prior to BSE, he worked for AEG Worldwide.
The hope is that soon, in a post-Covid-19 world, live entertainment will be back, as well as live fans. But to get there, Sheldon needs to instill confidence in guests and performers alike that the arena, showroom or lounge has taken every reasonable precaution to mitigate risk and to ensure everyone’s safety: fans, staff and entertainers.
Allen said he’s confident Sheldon can do the job, with his “proven track record of success and an impressive list of accomplishments.”
