2025 Impact 50 Honoree: Keith Sheldon

KEITH SHELDON
President of Entertainment and Brand
Hard Rock International / Seminole Gaming

PREVIOUS JOB: Lawyer.
RECENT LIFE-CHANGING CONCERT: “Pearl Jam at Hard Rock Live Hollywood.”

With the company’s flagship Hard Rock Live in Hollywood, Florida, winning Casino Venue of the Year at this year’s Pollstar Awards, multiple new standalone concert venues opening in the U.S. and more to come, momentum remains strong for Hard Rock International. Despite any economic certainty, demand remains strong for premium content and amenities, which Hard Rock strives to provide.

“Fortunately, we’re not feeling any softening in the premium or P1 categories and the touring industry continues to remain strong,” says Keith Sheldon, president of entertainment and brand for Hard Rock International and Seminole Gaming. “Demand has been further bolstered by new artists that continue to emerge on the scene with the ability to quickly go from clubs to selling out large theaters and arenas; while, of course, the major headliners are still a significant draw. At the lower end we’ve needed to adjust some of our pricing models, but overall we’re still trying to raise the bar and not lowering our expectations on grosses or show counts.”

Recent Hard Rock Live highlights, according to Sheldon, include two sold-out nights with Pearl Jam in Hollywood, a four-show residency by comic Sebastian Maniscalco, a live album release party for Shakira, and the launch of “Unity By Hard Rock” loyalty rewards program with a campaign featuring Shakira, John Legend and Noah Kahan.

On the venue and casino property side, “At Hard Rock we’re continuing to expand into new markets and the rest of 2025/26 will see us open new venues in Ottawa and Tejon, California,” Sheldon says, with recent Hard Rock Live openings in Virginia and Illinois.

“Beyond those locations, the design and construction processes are already in full swing for our projects in Athens, Greece, and Las Vegas, as well. All of these rooms will offer world class entertainment venues. Additionally, by this time next year we’ll be fully immersed in the World Cup, with Hard Rock Stadium playing host to seven games.”