Hard Rock Celebrates Willie Nelson's 80th Birthday with the Announcement of a new Partnership

Monday, April 29, 2013
NELSON AND HARD ROCK PARTNER TO BENEFIT TWO HAND SELECTED CHARITIES:  THE ANIMAL WELFARE INSTITUTE AND THE SUSTAINABLE BIODIESEL ALLIANCE, THROUGH AN ARTIST SPOTLIGHT SERIES. CAMPAIGN TO LAUNCH ON JUNE 6, 2013 WITH A PERFORMANCE BY WILLIE NELSON AND FAMILY BAND AT HARD ROCK CAFE NEW YORK.
 
Limited-Edition Bandanna, T-Shirt and 2 Unique Pins available June 6, 2013 Online and at Hardrock.com and at Participating Locations

 
Orlando, Fla -- Willie Nelson and Hard Rock International announce the launch of the limited-edition Willie Nelson Artist Spotlight merchandise program today, benefiting  Animal Welfare Institute and the Sustainable Biodiesel Alliance. The line, a partnership between the musician, activist, author and poet and the world-renowned brand, includes a men’s t-shirt, a limited edition collector pin as well as an online exclusive pin and, fittingly, a bandanna that will be available online and in-store at participating locations on June 6, 2013.
 
Hard Rock International is excited to join in the on going festivities for the beloved musician and look forward to welcoming Willie and his Family Band for a celebration launch event at Hard Rock Cafe New York on June 6, 2013.
 
“Willie Nelson is an American treasure and one of the most prolific, inspiring and enduring musicians of our time. Willie’s love of all people, his tireless philanthropic work for a better planet, a kinder world for all creatures and beings, aligns perfectly with our own motto, Love All - Serve All. We could not be more proud to partner with Willie for these important causes on this significant and happy day, his 80th Birthday,” said Annie Balliro, Senior Director of Brand Philanthropy, Hard Rock International.
 
A portion of the retail price will benefit both the Sustainable Biodiesel Alliance, which advocates for creating a better world through sustainable, community-based biodiesel and the Animal Welfare Institute dedicated to reducing animal suffering caused by people and seeking better treatment of animals everywhere – in the laboratory, on the farm, in commerce, at home and in the wild.
 
Hard Rock’s Willie Nelson Artist Spotlight t-shirt, pin and bandanna will be available online at www.hardrock.com and at Hard Rock locations in the following cities: New York, New Orleans, Maui, San Antonio, Nashville and Houston.
 
Willie Nelson Artist Spotlight Mens T-Shirt: 100% Cotton tee that features an image of Willie Nelson with his guitar and the words “Outlaw Legend.” The top left of the shirt features the artists name and is surrounded by filigree with an ‘Old West’ saloon vibe. 15% of the retail price will benefit Animal Welfare Institute and the Sustainable Biodiesel Alliance. ($26)
 
Willie Nelson Artist Spotlight Bandana: 100% cotton and features a filigree design on a navy blue background that coordinates with the Willie Nelson Artist Spotlight T-Shirt  and includes the artists name. 15% of the retail price will benefit Animal Welfare Institute and the Sustainable Biodiesel Alliance. ($10.00)
 
Willie Nelson Artist Spotlight Collectors Pin: is a translucent hard enamel guitar with gold base metal modeled after Willie’s own and features the phrase “Outlaw Legend.” 15% of the retail price will benefit Animal Welfare Institute and the Sustainable Biodiesel Alliance. ($12.00)
 
Willie Nelson Artist Spotlight Online Exclusive Pin: is modeled after the Willie Nelson Artist Spotlight T-Shirt and includes the artist’s likeness, name, guitar and the words “Outlaw Legend”. This online exclusive pin is hard enamel with translucent enamel used for the guitar and is set on gold base metal. ($14.00)
 
The Artists Spotlight Series is among the series of events and releases celebrating the artists 80th birthday. On April 16 Legacy Recordings released “Let’s Face The Music And Dance,” a collection of new studio performances by Willie Nelson and Family. 2013 is shaping up as a banner year for the pop country patriarch, who turns 80 on April 29. His rollicking memoir, “Roll Me Up and Smoke Me When I Die – Musings from the Road,” published by HarperCollins in May 2012, is currently a New York Times bestselling non-fiction title and “Let’s Face The Music And Dance” is an essential addition to the outlaw country artist’s catalog of timeless recordings.
 
Hard Rock’s Artist Spotlight
Since its founding in 1971, Hard Rock has been committed to a wide variety of philanthropic causes and activities around the world. Similar to the Signature Series initiative, the Artist Spotlight program features the work of noted artists and performers and contributes to global and humanitarian causes worldwide.
 
 LOOK FOR UNIQUE GIVEAWAYS AND CONTESTS TO PARTICIPATE BETWEEN APRIL 29 AND JUNE 5
For More Information on the Animal Welfare Institute please visit: http://awionline.org/
For More Information on Sustainable BioDiesel Alliance please visit: http://www.fuelresponsibly.org/
For More Information on Willie Nelson please visit: www.willienelson.com
 
About the Animal Welfare Institute
Since its founding in 1951, AWI has been alleviating the suffering inflicted on animals by people. In the organization's early years, its particular emphasis was on the desperate needs of animals used for experimentation. In the decades that followed, AWI expanded the scope of its work to address many other areas of animal suffering.
 
For years, Willie and the Nelson family have partnered with AWI on issues such as stopping the cruel horse slaughter industry, and preserving the right of wild horses to roam free on public lands.
 
AWI works to end the suffering of animals in cruel factory farms, which raise and slaughter pigs, cows, chickens and other animals. AWI also seeks to stop the use of steel-jaw leghold traps and strangling snares on furbearing animals. AWI continues its work to protect animals in laboratories, including promotion and development of non-animal testing methods and use of alternatives to dissection by high school students. AWI fights for protection of threatened and endangered species; to preserve the ban on commercial whaling; and to protect all marine life against the proliferation of human-generated ocean noise, including active sonar and seismic air guns. AWI advocates for minimizing the impacts of all human actions detrimental to ecosystems, including the destruction of natural forests containing ancient trees, and pollution of the oceans destroying every kind of marine life.
 
About The Sustainable Biodiesel Alliance (SBA)
The Sustainable Biodiesel Alliance (SBA) was founded in December 2006 by biodiesel industry pioneers Kelly and Bob King, advocates Annie and Willie Nelson and film maker Daryl Hannah. Since then, the SBA’s work has included collaboration with family farmers and farm organizations such as Farm Aid, the Institute for Agriculture Trade and Policy (IATP), members of the 25 x 25 coalition, environmental organizations including the EPA and NREL, renewable energy experts, NGO’s and university programs across the country. The SBA focuses on issues concerning the sustainability of the U.S. biodiesel Industry. The primary mission of the Sustainable Biodiesel Alliance is the completion of an independent sustainability certification program for U.S. Biodiesel Production, Distribution and End Use of biodiesel fuel. The completion of this auditable certification system is scheduled to coincide with the birthday of our founder and biggest supporter, Willie Nelson! SBA programs also educate the public on the values of community-based biodiesel systems and how local, sustainable biodiesel can help the U.S. move towards energy, economic and environmental security. Third, the Sustainable Biodiesel Alliance provides tools for sustainability to biodiesel consumers and the biodiesel industry through our website and membership. By working with biodiesel consumers and the biodiesel industry, and promoting the value of sustainable community-based systems, the SBA is bringing people together to build a sustainable energy future that benefits all sectors of society. The Sustainable Biodiesel Alliance relies on the commitment and dedication of our working Board of Directors, the support of our Honorary Board of Directors and the expertise of the SBA Advisory Council to achieve the goals of the organization. These dedicated and driven individuals come from all areas of the industry and each contributes unique and valuable skills to the mission of the SBA.
 
About Hard Rock International
With a total of 179 venues in 57 countries, including 141 cafes, 18 hotels and 8 casinos, Hard Rock International (HRI) is one of the most globally recognized companies. Beginning with an Eric Clapton guitar, Hard Rock owns the world's greatest collection of music memorabilia, which is displayed at its locations around the globe. Hard Rock is also known for its collectible fashion and music-related merchandise, Hard Rock Live performance venues and an award-winning website. HRI owns the global trademark for all Hard Rock brands.  The company owns, operates and franchises Cafes in iconic cities including London, New York, San Francisco, Sydney and Dubai.  HRI also owns, licenses and/or manages hotel/casino properties worldwide. Destinations include the companies’ two most successful Hotel and Casino properties in Tampa and Hollywood, Fl., both owned and operated by HRI parent company The Seminole Tribe of Florida., as well as other exciting locations including Bali, Biloxi, Chicago, Cancun, Las Vegas, San Diego and Singapore. Upcoming new Hard Rock Cafe locations include San Jose.  New Hard Rock Hotel projects include Aruba, Riviera Maya, Abu Dhabi and Shenzhen and Haikou in China. New Hard Rock Casino projects in development include Hungary and Northfield, OH.  For more information on Hard Rock International, visit www.hardrock.com.