“The Hard Rock Hotel is an icon in Las Vegas and having the opportunity to work with them on events surrounding the Built Ford Tough Word Finals is an honor,” said Sean Gleason, PBR Chief Operating Officer. “We’re looking forward to integrating Hard Rock Hotel into our overall activities and plans for the World Finals.”

As part of the new partnership, Hard Rock Hotel & Casino will play host to PBR’s Next Round Drafts on Friday, October 30, and Thursday, November 5, where the top 40 bull riders will select which bull they will take on during the next round of competition.  The hotel will also host two Official PBR After-Parties which will immediately follow the drafts.  Both the drafts and After-Parties will be held at the renowned, newly-renovated venue, “The Joint,” where legendary musical acts such as Santana, Paul McCartney, Kenny Chesney, and more have played.

“The Joint is an ideal facility to host two of our highest profile World Finals drafts and after parties,” said Gleason. “It’s a state-of-the-art facility and will provide an atmosphere that PBR fans will thoroughly enjoy.”

PBR and Hard Rock will work together to prepare hotel package promotions for World Finals attendees.  Premium “access” items such as special lines or seating areas at After-Parties, drink specials, Meet & Greets, autographed merchandise, and other benefits are being planned for those that choose to stay at the Hard Rock Hotel during their World Finals experience. 

The Hard Rock Hotel will also be the official host of VIP Pre-Parties during the second weekend of the World Finals.  PBR’s VIP guests will be treated to entertainment and hospitality prior to each night’s performance and then shuttled to and from the hotel.  The Hard Rock Hotel is located conveniently close to Thomas & Mack arena providing VIP guests with easy access to and from the venue.

The 2009 Built Ford Tough World Finals will showcase the greatest bull riding athletes on the planet in Las Vegas as they vie for more than $3 million in prize money.  For the sixth time in its 16-year history, the PBR World Finals will span two consecutive weekends, Oct. 30-Nov 1 and Nov. 5-8. This marquee event represents the crown jewel of bull riding and culminates the 31-city 2009 BFTS tour. 

The PBR is the premier bull riding organization in the world, boasting contestants from the United States, Mexico, Australia, Brazil, and Canada. Its events air weekly on VERSUS at 8:00 p.m. EST Saturday and Sunday nights (please check your local listings for details in your area), and on NBC and FOX throughout the year.  For more information on PBR’s newest partnership with Hard Rock Hotel & Casino, please visit www.pbrnow.com or call Katharine Sherrer at 719 242 2800.

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About the Professional Bull Riders, Inc. (PBR):
PBR attracts over 1.7 million live attendees each year with its multi-tiered event structure which includes the prestigious Built Ford Tough Series, the Copenhagen Bull Riding Challenger Tour, the Enterprise Rent-A-Car Tour, and the Discovery Tour, designed specifically for entry level contestants.  With over 450 hours of prime time programming annually and a viewership of 100 million, PBR ranks among the most prolific sports on air and broadcasts on FOX, NBC, VERSUS, and on a host of foreign networks across the globe.  The PBR is headquartered in Pueblo, Colo., with additional offices in Australia, Brazil, Canada, and Mexico, and prides itself in its 1,000 plus stock contractor relationships and over 1,200 PBR bull riders competing in more than 300 PBR sanctioned competitions across the five countries. 

For more on the PBR, please visit www.pbrnow.com, www.teampbr.com, myspace.com/pbr_bfts, twitter/teampbr, facebook/professionalbullriders, or www.pbrnow.com/worldfinals/. 

About Hard Rock Hotel & Casino:
The Hard Rock Hotel & Casino, owned and operated under Morgans Hotel Group and equity partner, DLJ Merchant Banking Partners, is a premier destination entertainment resort located on 16.7 acres situated strategically on Harmon Avenue, one of Las Vegas' fastest growing entertainment corridors. Built in 1995 and expanded in 1999, the property is currently undergoing another expansion set for completion in early 2010 more than tripling its current size.

Hard Rock Hotel & Casino offers an energetic entertainment and gaming experience with the services and amenities associated with a boutique luxury resort hotel. The property is known for its innovative nightlife and music scene where such acts as The Rolling Stones, Coldplay, Alicia Keys, David Bowie, Snoop Dogg, Nine Inch Nails and The Killers have all performed.  Features of the property include an 11-story Hard Rock Hotel tower with 640 guest rooms; a 30,000 square foot casino; The Beach Club with a swimming pool that was selected by the Travel Channel as one of "The Top 10 Pools" in the world; Rehab, the trendsetting Sunday afternoon pool party; Body English nightclub which was selected by Cosmopolitan Magazine as one of the “Top 25 Sexiest Places in the World”; The all new Joint concert venue opening in April 2009; rock lounge Wasted Space, owned by motocross star Carey Hart; restaurants including the new Rare 120, AGO, world-renowned Nobu, Pink Taco and Mr. Lucky’s; three cocktail lounges; several retail stores; and Rock Spa, an 8,000 square foot spa, salon and fitness center. 

For room availability and additional information call 800.HRD.ROCK (800.473.7625) or visit www.hardrockhotel.com.