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Hard Rock Café to open i-City?

SHAH ALAM: Is Hard Rock International planning to open a new Hard Rock Cafe in Malaysia with i-City as its target market?

  Edward Chan, senior vice president and head of hotel business development for Hard Rock Limited in Asia Pacific, met I-Berhad chairman Tan Sri Lim Kim Hong recently in i-City and discussed the possibility of putting a Hard Rock Café in i-City.

  Lim said in a LinkedIn post on June 20 that Chan had been impressed by the development going on at i-City.

He disclosed Chan had discussed the possibility of collaborating while leveraging each other's brand and value proposition.

  "Let's see how this visit will pan out. But for all the Hard Rock fans in Shah Alam, I hope that you will have a new hangout spot soon," Lim said in his post.

  It is understood that a prospective site at i-City Finance Avenue will be identified, and there are two options for the collaboration.

  According to a source with knowledge of the matter, Hard Rock may lease the space and operate the cafe, or they may grant licence rights to a third party operator with solid financial credentials and a good reputation in the market.

  "There is a good chance that the Hard Rock Cafe @ i-City will open, featuring an upscale, vibrant bar, a roomy outdoor dining area, a live entertainment area with a distinctive local music scene, a Rock Shop, and hand-picked items from the legendary collection of Hard Rock memorabilia," he told NST Property.

  For over 20 years, Hard Rock has been welcoming locals and visitors to Malaysia with its franchise partners, Tan Sri Syed Yusof, and HPL Ltd.

  In January 2013, Hard Rock International announced the opening of Hard Rock Cafe Melaka, located at the entrance of Jonker Walk within the UNESCO World Heritage Site.

  The opening of Hard Rock Cafe Melaka marks the third Hard Rock Cafe in Malaysia, joining the popular locations in Kuala Lumpur and Penang. 

  The RM10 billion i-City is home to DoubleTree by Hilton Shah Alam i-City, Central i-City Mall, Best Western Hotel, and Mercu Maybank, overlooking the CNN Travel-honoured i-City leisure theme park.

  In addition, it features a Tier-3 Data centre, which has attracted multinational corporations, and more than 4,000 residential units. 

  I-Berhad's Lim said last month that the reopening of international borders and China's economy will spur growth in i-City and the local economy.

  The local economy would grow, bringing in more tourists and foreign direct investments, and the prospects are greater than expected, he said.

  Lim expects more people to visit Central i-City Mall and DoubleTree by Hilton Shah Alam i-City this year.

  The 2023 year-end festive celebration in i-City with the theme – "One Shah Alam, One Destination", will unveil new attractions.

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