Hard Rock fine-tunes focus, management

Nation's Restaurant News, May 13, 1996 by Mark Hamstra

ORLANDO, Fla. -- Rank Leisure's Hard Rock Cafe International has created a new division dedicated to restaurant design and construction and also plans to expand its involvement with local music artists by hosting more concerts and creating a new record label, according to president and chief executive James Berk.

Berk, who joined the company April 1 after serving as the executive director of the National Academy of Recording Arts and Sciences Foundation, said he hopes to cultivate the entertainment aspect of the 42-unit themed restaurant chain by utilizing the brand recognition of the concept in other music-related ventures.

The company's new division -- dubbed new business development -- will focus on the design and construction of new Hard Rock Cafes, six of which are planned for 1996. Former vice president of finance Mike Coutu was named senior vice president of the new segment of the company's operations.

Other management changes include the elevation of Peter Beaudrault to senior vice president of operations and the appointment of Steve Routhier, formerly creative director, as vice president of public relations, sales and marketing. He replaces Roger Fishman, who recently left the company. In addition, Tony Schroeder, who has directed the Hard Rock's massive merchandising division, was appointed vice president.

Former controller Greg Leonard replaces Coutu as vice president of finance. The company also created a human resources division, headed by senior director Kim Creighton.

Berk said the reorganization of the company into six "functional divisions" will better position the corporate headquarters as a support center for the chain's franchisees, who he said would have more autonomy and responsibility.

This year Hard Rock International, which is a separate company from the Los Angeles-based Hard Rock Cafe America, said it would open units in Atlantic City, N.J., and Niagara Falls, N.Y., and is expected to disclose plans for a new Florida location soon.