Hard Rock International and Seminole Gaming have introduced a slate of expanded initiatives this January to mark National Human Trafficking Prevention Month, combining educational outreach, industry engagement, and on-the-ground interventions aimed at reducing exploitation.
The 2026 FIFA World Cup will serve as the centerpiece of a new global partnership with the nonprofit It’s A Penalty, under which Hard Rock and Seminole Gaming plan to implement a large-scale awareness campaign.
The initiative, scheduled to launch in April 2026, will collaborate with hospitality networks, law enforcement, and local organizations in host cities to educate the public on the signs of trafficking and how to report it. Supplemental training will also be provided to frontline staff at company properties to enhance real-time response capabilities.
Hard Rock and Seminole Gaming are also organizing two educational forums this month. On January 14, a “Warrior Workshop to Reclaim Safety” took place at Seminole Hard Rock Hotel & Casino Hollywood. The event addressed challenges faced by Indigenous communities, who are disproportionately impacted by trafficking yet often underserved in prevention efforts.
The workshop was led by Durante Blais-Billie, a Seminole Tribe member and Social Responsibility Specialist at Hard Rock and Seminole Gaming, along with Cheyne Bluhm from PACT and Tsvetelina Thompson from Twentyfour-Seven Inc.
Later in the month, on January 28, Hard Rock Hotel New York will host a forum in partnership with Covenant House, convening trafficking survivors, industry leaders, and subject matter experts to explore collective strategies for protecting vulnerable youth.
Confirmed panelists include Blais-Billie, representatives from Covenant House, Signature Aviation, the New Jersey Division of Criminal Justice, the Office of the Attorney General, and Marriott International.
“Our responsibility extends far beyond providing world-class entertainment and hospitality experiences,” said Stephanie Piimauna, Senior Vice President of People & Inclusion at Hard Rock International and Seminole Gaming. “We recognize our unique position to identify, prevent, and combat human trafficking. This year’s initiatives reflect our commitment to community partnership and ensuring our programs serve those most vulnerable to exploitation.”
Educational outreach remains central to the company’s approach, with the Social Identity Quest (SIQ) program continuing to expand its reach. Developed in collaboration with PACT in 2021, SIQ has engaged 3.2 million students and 141,000 educators in the U.S. and Mexico.
The program uses interactive simulations to help young people navigate online spaces safely and identify potential threats from online predators. In 2025, three new versions were introduced: a Spanish-language curriculum, a module for grades 4–6 focused on social media and information sharing, and a version for grades 7–12 emphasizing healthy online relationships and trafficking awareness.
Hard Rock and Seminole Gaming’s Change for Change program also continues into its fourth year. Guests at participating casino properties are encouraged to donate leftover change from cash tickets at Everi and NRT kiosks. Proceeds go to the Hard Rock Heals Foundation to support PACT’s work. In 2025 alone, the initiative raised $100,000.
On the operational side, nearly 143,510 guest-facing staff across Hard Rock hotels and casinos have undergone anti-trafficking training since 2022. The training equips team members to identify and respond to red flags, creating a widespread frontline network of informed personnel.
In addition, the companies’ QR code sticker initiative, run in partnership with Twentyfour-Seven Inc., has now been rolled out to 54 properties across 13 countries, up from 44 in the previous year. The discreet stickers link individuals to 24/7 support resources, and since implementation, 109 interventions have taken place.
Recognition for Hard Rock International’s efforts came from ECPAT International, which named the company a 2025 Top Member of The Code, a voluntary set of business principles for the travel and hospitality sectors aimed at preventing the exploitation and trafficking of children.
Original article: https://www.yogonet.com/international/news/2026/01/15/117141-hard-rock-and-seminole-gaming-expand-antitrafficking-measures-during-national-awareness-month
