Hard Rock sold

Hard Rock Café and local hospitality and entertainment leader Live Incorporated have reached a landmark agreement that ushers Hard Rock Café Niagara Falls, New York, into its next chapter. Under the agreement, Live Incorporated will become the franchisee of the iconic restaurant.

The new 20-year agreement keeps one of Niagara Falls’ most recognizable dining and entertainment destinations at the center of the tourism district, while continuing to build on Hard Rock’s global legacy of music, hospitality and unforgettable guest experiences.

Beginning Sept. 1, Live Incorporated, led by President and owner Michael DiCienzo, will assume operations of the restaurant. The DiCienzo family has helped shape Niagara Falls’ hospitality landscape since 1996, building a strong record of investment, development, and guest-focused operations in the market.

Live Incorporated owns and operates a portfolio of leading attractions and hospitality destinations throughout Niagara Falls, including the Live on Air Balloon Ride, the Sheraton Niagara Falls, the Wyndham Garden at Niagara Falls, Rainforest Cafe, Steelbound Brewery & Distillery, Chill 443, and Starbucks locations. The company has also announced plans to transform the former Howard Johnson hotel into a Tribute by Marriott property featuring a celebrity-inspired restaurant and rooftop lounge.

"We are incredibly honored that Hard Rock has entrusted us with this historic opportunity," DiCienzo said. "Hard Rock Café has been a part of Niagara Falls for nearly three decades, and our goal is simply to preserve everything guests and employees love while investing in its future. We look forward to growing the business, supporting our team members, and creating new experiences that will continue attracting visitors from around the world."

"Live Incorporated is exactly the type of partner we look for," said Eric Martino, president of Hard Rock Cafés. "Their long-standing commitment to Niagara Falls, proven operational success, and passion for creating memorable guest experiences make them an outstanding steward for this location. Hard Rock's energy and Live Incorporated's vision are a natural fit, and we are excited about what the future holds."

Hard Rock Café has been part of downtown Niagara Falls since opening in 1996. The music-inspired venue features seating for approximately 250 guests, a live entertainment stage, and private event space capable of accommodating receptions of up to 350 people. The restaurant employs between 75 and 100 team members annually, including several who have dedicated more than two decades of service to the location.

For more information, visit http://live-incorporated.com/