Rock Solid Commitment: Hard Rock International and Seminole Gaming Amplify Their Battle Against Human Trafficking with New Youth Initiatives and Documentary Showcase

The organization will introduce the Social Identity Quest (SIQ) teen educational initiative to U.S. middle schools and host an impactful screening of the documentary “We Ride For Her” to raise awareness about the Murdered and Missing Indigenous Women (MMIW) crisis.

HOLLYWOOD, Fla., Jan. 8, 2025 /PRNewswire/ — Hard Rock International and Seminole Gaming are reaffirming their dedication to combat human trafficking throughout this National Human Trafficking Prevention Month and beyond. The companies are set to expand their educational program for high schools aimed at preventing the online luring of minors to include middle school curricula, shedding light on the crisis surrounding Murdered and Missing Indigenous Women (MMIW), and continuing various initiatives to address and act against human trafficking.

“As founders of Hard Rock International and Seminole Gaming, with hotels and casinos present on nearly every continent, the Seminole Tribe of Florida recognizes its responsibility to increase awareness about the MMIW crisis and take an active role in fighting human trafficking,” stated Jim Allen, Chairman of Hard Rock International and CEO of Seminole Gaming. “These topics are particularly urgent because offenders frequently target the hospitality and gaming sectors. Moreover, indigenous women experience disproportionately elevated rates of going missing, and this alarming fact must be acknowledged and changed.”

“We take pride in collaborating with fellow leaders in the gaming sector, nonprofit organizations, and advocacy groups to develop programs that educate individuals of all ages on the risks associated with and the repercussions of the human trafficking crisis,” said Stephanie Piimauna, Senior Vice President of People & Inclusion and Chief Diversity & Inclusion Officer at Seminole Hard Rock Support Services. “At Hard Rock, we establish the industry benchmark for training protocols that all team members complete to ensure the safety of our guests.”

Social Identity Quest (SIQ) Program
Hard Rock is broadening its Social Identity Quest (SIQ) educational initiative in partnership with PACT (Protect All Children from Trafficking) to encompass middle schools after successfully reaching 1.2 million high school students in the U.S. and over 60,000 in Mexico. This extension will assist pre-teens in navigating the threats posed by potential online predators through an updated version incorporating interactive game scenarios—such as ‘Virtual Identity Quest,’ ‘Healthy Relationships Quest,’ and ‘To Text or Not To Text Quest’—each designed with diverse outcomes that utilize a points system to reward the most secure and responsible decisions.

In 2023, the United Nations Committee on the Status of Women praised SIQ as a leading global educational initiative, and in 2024, the Governor of the Mexican State of Quintana Roo mandated SIQ as an essential part of the curriculum for students within the state when the program was introduced in Mexico.

Educators, parents, and guardians can visit socialidentityquest.com/siq-registration-form/ to register a school or youth organization.

“We Ride For Her” Documentary Screening & Discussion
On Wednesday, January 15, at Seminole Hard Rock Hotel & Casino Hollywood, Hard Rock will host a private viewing of the short film “We Ride For Her,” followed by a discussion panel addressing the connection between human trafficking and MMIW.

The documentary, produced by Red Sand Project, depicts the experiences of Medicine Wheel Ride, a group of indigenous women motorcyclists dedicated to honoring and remembering MMIW. It narrates the group’s recent journey from Sturgis, South Dakota, where the largest motorcycle rally in the U.S. occurs annually, aimed at raising awareness about missing sisters, mothers, grandmothers, aunts, and two-spirit relatives whose cases often go unnoticed.

The panel will be led by Durante Blais-Billie (Seminole Tribe of Florida) and will feature speakers including film co-director Prairie Rose Seminole (Northern Cheyenne, Arikara, and Dakota), co-chairwoman & co-founder of Medicine Wheel Ride and navy veteran Lorna Cuny (Oglala Sioux), Molly Gochman (Executive Producer of We Ride for Her), CEO of PACT Lori Cohen, and VP of global social responsibility at Hard Rock and Seminole Gaming, Paul Pellizzari. The discussion will emphasize the collective strength, resilience, and commitment needed to eradicate this epidemic of violence.

Hard Rock and Seminole Gaming will contribute $10,000 to Medicine Wheel Ride, with all donations directly supporting families affected by the MMIW crisis and aiding related research.

Click medicinewheelride.org to view “We Ride For Her” and engage in action.

Donating Change for Change from Casino Guests
This January, for the third consecutive year, Hard Rock and Seminole Gaming will raise funds to tackle human trafficking through the Change for Change program. Participating casino locations will encourage patrons to donate any spare change from cash tickets to the Hard Rock Heals Foundation at select Everi & NRT kiosks, with all contributions going directly to the Hard Rock Heals Foundation to support PACT (Protect All Children from Trafficking).

“It’s a Penalty” Campaign
Around Super Bowl LIX inNew Orleans, Seminole Gaming alongside Hard Rock will enhance the initiative from the nonprofit entity It’s a Penalty, forming a coalition that brings together the tourism sector, athletes, sports governing organizations & event committees, domestic & global NGOs, governments, corporations, as well as law enforcement agencies to combat human trafficking. “It’s a Penalty” highlights the harmful effects of human trafficking, encompassing both the emotional and physical mistreatment of victims & survivors, as well as the implications for offenders within the legal system.

Continuous Staff Training & Victim Assistance 
As engaged participants of the American Gaming Association’s Anti-Human Trafficking Taskforce, Hard Rock and Seminole Gaming are committed to enlightening the public regarding the indicators of trafficking, the resources available for survivors, and ways to report suspected exploitation. This effort includes the completion of over 78,000 educational sessions by staff at hotels and casinos since 2022. The training focuses on how to identify signs of trafficking and appropriate actions to take.

Moreover, Hard Rock and Seminole Gaming have maintained Twentyfour-Seven QR code stickers across 44 hotels and casinos in 13 nations, providing vital information and support for those in need, while simultaneously discouraging traffickers from targeting individuals within their premises.

Discover additional details regarding Hard Rock and Seminole Gaming’s initiatives to prevent human trafficking as well as their 2025 CSR Report at hardrock.com/social-responsibility.

About Hard Rock^®
Hard Rock International (HRI) ranks among the most internationally acknowledged businesses with establishments in nearly 75 nations, encompassing over 300 sites, including owned, licensed, or managed Hotels, Casinos, Rock Shops^®, Live Performance Venues, and Cafés. Originating with an Eric Clapton guitar, Hard Rock possesses the globe’s largest and most treasured assortment of genuine music memorabilia, comprising over 88,000 items showcased at venues worldwide. The Unity™ by Hard Rock global loyalty program rewards participants for engaging in activities they cherish across involved properties. Additionally, Hard Rock Digital emphasizes the sports betting and iGaming journey through products designed in harmony with the essence of Hard Rock for players globally.

HRI has earned numerous accolades across the travel, hospitality, gaming, entertainment, and food & beverage industries. HRI currently holds investment-grade ratings from key investment-grade rating agencies: S&P Global Ratings (BBB-) and Fitch Ratings (BBB). For further information about Hard Rock International, visit www.hardrock.com or shop.hardrock.com. 

About Seminole Gaming
Seminole Gaming oversees six Florida casino operations for the Seminole Tribe of Florida, which include Seminole Hard Rock Hotels & Casinos located in Tampa and Hollywood, Fla. Seminole Gaming has a longstanding reputation for its innovations and accomplishments within the industry. The Seminole Tribe was the inaugural Indian Tribe in North America to launch Ultimate Bingo, a high-stakes bingo hall and casino, which commenced operations in 1979 and paved the way for the Indian Gaming movement. Seminole Gaming currently has investment grade ratings from leading investment-grade rating establishments: S&P Global Ratings (BBB) and Fitch Ratings (BBB). Its Unity by Hard Rock™ global loyalty program offers rewards to members engaging in activities they enjoy at Seminole Gaming casinos and participating Hard Rock Cafes, Casinos, and Hotels internationally.

SOURCE Hard Rock International