Hard Rock International and Seminole Gaming Strengthen Efforts Against Human Trafficking

Social Identity Quest Expands to Middle Schools

One key initiative is the Social Identity Quest (SIQ) program. Created with PACT (Protect All Children from Trafficking), it has already educated 1.2 million high school students in the U.S. and 60,000 in Mexico. Now, the program is expanding to middle schools to reach younger audiences.

The new version uses interactive games to teach pre-teens how to stay safe online. Activities like “Virtual Identity Quest” and “Healthy Relationships Quest” show students how to identify risks. Each game rewards participants for making responsible decisions.

SIQ’s success has earned global recognition. The United Nations Committee on the Status of Women praised it in 2023, and Mexico’s Quintana Roo state adopted it into school curriculums in 2024.

Highlighting the Missing and Murdered Indigenous Women Crisis

Hard Rock is also addressing the crisis of Missing and Murdered Indigenous Women (MMIW). On January 15, the Seminole Hard Rock Hotel & Casino Hollywood will host a screening of We Ride For Her. This documentary, produced by the Red Sand Project, follows the Medicine Wheel Ride, an Indigenous women’s motorcyclist group dedicated to raising awareness of MMIW cases.

After the screening, a panel will discuss the connections between trafficking and MMIW. Speakers include filmmaker Prairie Rose Seminole and Medicine Wheel Ride co-founder Lorna Cuny. Hard Rock is donating $10,000 to the group to support affected families and related research.

Empowering Guests Through Change for Change

For the third year, Hard Rock casinos are running their Change for Change program. This initiative invites guests to donate spare change from cash tickets at kiosks. Contributions go to the Hard Rock Heals Foundation, which funds PACT’s anti-trafficking work.

Amplifying Awareness Around Super Bowl LIX

As part of the It’s a Penalty campaign, Hard Rock and Seminole Gaming are joining forces with sports and tourism leaders to combat trafficking during Super Bowl LIX. This global effort educates people about the signs of trafficking and highlights penalties for perpetrators. By leveraging the Super Bowl’s massive audience, the campaign aims to prevent exploitation during one of the year’s biggest events.

Training Team Members and Offering Resources

Hard Rock remains a leader in anti-trafficking training within the hospitality industry. Since 2022, more than 78,000 team members have completed training sessions. These programs teach employees how to spot trafficking and respond appropriately.

The company has also installed QR code stickers in hotels and casinos across 13 countries. These codes connect victims to resources and act as a deterrent for traffickers.

Taking a Stand

“As owners of Hard Rock International and Seminole Gaming, the Seminole Tribe of Florida has a duty to combat human trafficking and address the MMIW crisis,” said Jim Allen, Chairman of Hard Rock International. “These issues often intersect with the hospitality and gaming industries, and we remain committed to driving meaningful change.”

“We are proud to work with other gaming industry leaders, nonprofit organizations and advocacy groups to implement programming that educates people of all ages about the risk for and impact of the human trafficking epidemic,” said Stephanie Piimauna, Senior Vice President of People & Inclusion and Chief Diversity & Inclusion Officer at Seminole Hard Rock Support Services. “At Hard Rock, we set the industry standard for training protocol that every team member receives to ensure we protect our guests.”