Hard Rock International to Rock the Alps with Hard Rock Hotel Davos Slated to Open December 2017

ORLANDO, FL. August 16, 2017 – With presence in more than 70 countries across the globe, Hard Rock International is expanding its hotel portfolio to the Swiss Alps, announcing plans to open Hard Rock Hotel Davos. Working in collaboration with International Hospitality Service AG (“IHS"), the owner of Spenglers Hotel and Holsboer Residences in Davos, Hard Rock will electrify the region in December 2017. VIYM, a private equity firm with extensive expertise in the hospitality industry, consulted IHS on the deal.

Transforming the 130-year-old building, which houses the recently renovated Spenglers Hotel Davos with a new spa and soft design touches, Hard Rock Hotel Davos will give tribute to the building’s rich history of honoring Dr. Alexander Spengler and Willem Jan Holsboer – both pioneers in their respective fields. As Davos became famous for the medical benefits its high altitude climate provided, Dr. Spengler was the first person to open a people’s sanatorium, while Holsboer developed the plans for the railway line to Davos. Recently renovated last year, the historic luxury boutique hotel will further continue its modern conversion by evolving into a music-inspired city escape with priceless memorabilia adorning the walls of the property, curated by a team of design experts to fit the local music scene while reflecting the region’s art, style and culture.

“As Hard Rock continues to grow globally, the brand targets expansion in influential cities and resort destinations around the world, especially in Europe,” states Dale Hipsh, senior vice president of hotels for Hard Rock International. “Famed for its pristine climate, cultural offerings and vibrant entertainment scene, Davos is a distinguished destination that draws in tourists from all over. We feel Davos aligns perfectly with the brand and are thrilled to bring the Hard Rock Hotels experience to the region.”

Located in the highest city within Europe, which hosts the World Economic Forum, the upcoming Hard Rock Hotel Davos is conveniently situated in the heart of the town, providing easy access to popular attractions. The property is positioned close to the train station, which is easily accessible from Zurich, and also provides guests convenient access to nearby boutiques and dining options. The hotel is also walking distance from ski lifts and museums, as well as the city’s convention center, golf course, renowned Vaillant Arena, home to the professional Swiss ice hockey club, Hockey Club Davos, and where the Spengler Cup is played every year.

“We are very pleased to welcome the Hard Rock Hotel team in Davos,” says Alessandro Lardi, president of the Board of Directors of international Hospitality Service AG. “We launched our hotel and residence complex in 2016 and since then have been looking for a strong renowned brand for our properties. The high caliber of the Hard Rock International brand ensures that both Spenglers Hotel and Holsboer Residences - soon to run under the Hard Rock brand - will benefit from the professional expertise and unique music solutions that Hard Rock International offers, combined with style and the region’s culture.”

Additionally, Andrey Yakunin, co-founder of VIYM, financial and hospitality consult on the deal, adds, “As a hospitality investor with a long-standing track record, I believe Davos provides unique opportunities for both hoteliers and tourists, as it has a lot to offer to its business and leisure guests in any given season. Therefore, on behalf of our investors in this hospitality asset, I trust this franchise will allow both IHS and Hard Rock International to build a successful and profitable resort, attractive to new guests, including those already loyal to the Hard Rock brand.”

Catering to both business and leisure travelers, Hard Rock Hotel Davos will feature 111 lavishly redesigned rooms, including 31 serviced one to three bedroom apartments. In addition to three conference rooms for dynamic meeting space, an on-site, historic chapel will also be available for booking, containing a modern sound system, natural acoustics, fully functioning organ and adaptable lighting, ideal for banquets, weddings, private concerts and events. For those looking to hit the slopes, the hotel will also offer guests a ski room where they can store equipment and gear.

Delectable food and beverage options will be available on-site, such as an existing three-meal restaurant, a local hot spot complete with a picturesque terrace located on the first floor. The restaurant will also provide a high-end lobby bar and sophisticated private bar, perfect for private dining and tastings. The hotel will also offer an exclusive rooftop bar, providing the only spot for breathtaking 360-degree views of the mountains and city.

In true Hard Rock style, the hotel will entice guests with an array of signature brand offerings and amenities, including The Sound of Your Stay® music amenity program, allowing guests to set the mood with complimentary vinyl players and records or rock out on a Fender guitar during an in-room jam session, complete with an amp and head phones. Additionally, the property will boast a wellness center, including a Body Rock® workout facility and a Rock Spa®, complete with the music-infused Rhythm & Motion spa menu, five treatment rooms and a yoga studio.

Through music appreciation and an imaginative environment, Hard Rock Hotels & Casinos delivers products for the varied aspects of life – work, play and personal sanctuary. For more information or to book a stay at any of the Hard Rock Hotels & Casinos, please visit www.hardrockhotels.com.

About Hard Rock International

With venues in 74 countries, including 176 cafes, 23 hotels and 10 casinos, Hard Rock International (HRI) is one of the most globally recognized companies. 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, Hard Rock Live performance venues and an award-winning website. HRI owns the global trademark for all Hard Rock brands. The company owns, operates and franchises Cafes in iconic cities including London, New York, San Francisco, Sydney and Dubai. HRI also owns, licenses and/or manages hotel/casino properties worldwide. Destinations include the company’s two most successful Hotel and Casino properties in Tampa and Hollywood, Fl., both owned and operated by HRI parent company The Seminole Tribe of Florida, as well as other exciting locations including Bali, Chicago, Cancun, Ibiza, Las Vegas, and San Diego. Upcoming new Hard Rock Cafe locations include Cairo, Innsbruck, Cape Town and Chengdu. New Hard Rock hotel, casino or hotel-casino projects include Abu Dhabi, Atlanta, Atlantic City, Berlin, Dubai, London, Los Cabos, New York City, Ottawa, and Shenzhen, Dalian and Haikou in China. For more information on Hard Rock International, visit www.hardrock.com.

About VIYM

VIYM is an authorized Alternative Investment Fund Manager regulated in Luxembourg and dedicated solely to private equity services for international investors seeking investment consulting, deal origination and asset management. We target those who seek a diverse and balanced strategy, and provide them with exposure to a balanced risk/return profile between the established European markets and fast-growing emerging opportunities of the FSU economies. To provide stable returns and value-added upside potential, we vary our investments from the growth capital markets of Small and Mid Caps to secure real estate investments. http://viym.co.uk/

Contact:

Emily Chase

echase@zimmerman.com

850.668.2222

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