Inside Hard Rock’s Strategy for Booking 40 Venues Worldwide

^{Andrew Saunders oversees talent booking for Hard Rock International and Seminole Gaming's global collection of music venues. (Photo: courtesy of Andrew Saunders via LinkedIn)}

It's hard enough to be the person responsible for booking entertainment for a single concert venue. In Tampa recently, one of the city's long-term concert venues, Crowbar, shut its doors after two decades due to rising operating costs. Closures like that are a good reminder of how difficult it can be to sustain live entertainment, even at one venue.

Now imagine doing that for 40 different venues across 20 U.S. states and even international markets, including Germany, South America, and the Caribbean. As Vice President of Entertainment for Hard Rock International and Seminole Gaming, Andrew Saunders is the executive behind the lineup that has landed Hard Rock venues at the top of the industry's most top rankings. Hard Rock Live in Hollywood, Florida just won Casino/Resort Venue of the Year at the 2026 Pollstar Awards for a second year straight.

Casinos.com sat down with Saunders to discuss how he builds a diverse entertainment calendar that spans dozens of properties and what audiences are actually asking for in 2026.

"Live entertainment remains uniquely powerful because it delivers authentic, shared experiences that cannot be replicated digitally," Saunders said.

Saunders worked his way up from being a booking assistant to Senior Talent Buyer and Event Booker for the Staples Center and Microsoft Theater in Los Angeles. A University of Southern California graduate, he left the hustle of Southern California in 2021 for the beaches of Hollywood, Florida, to take on his current role overseeing entertainment across Hard Rock properties worldwide.

Hard Rock' 'Diverse Mix’

In discussing the current state of the music industry with Sanders, he says he's adamant that his position at Hard Rock starts with listening to customers.

“We strive to offer a diverse mix of genres and entertainment experiences that reflect the communities we serve,” Saunders said.

His team closely tracks industry trends and audience interests to ensure they have a lineup that offers something for everyone, from emerging artists to established headliners across multiple genres.

Whatever he's doing seems to be working. According to Pollstar, several Hard Rock properties in Hollywood all landed in the top 25 for U.S. casino venues:

• Hollywood (#1)
• Seminole Hard Rock Tampa (#11)
• Hard Rock Atlantic City (#4)
• Sacramento (#10)
• Hard Rock Northern Indiana (#15)
• Hard Rock Casino Rockford (#18)
• Bristol, Tennessee (#22)

Most notably, Hard Rock Live in Hollywood topped that list for the second consecutive year, with gross ticket sales up more than 40% year over year. The success comes down to paying attention. Sanders emphasized the importance of the customer and what they want to see.

“We pay close attention to guest feedback, market trends, social engagement, and performance data to understand what audiences want to see,” Saunders said. “Artist availability and touring schedules ultimately influence programming decisions, but guest interest plays an important role in shaping our entertainment strategy.”

Maintaining the Balance Between Artists and Guest Preferences

Saunders doesn't take the unenviable challenge of staying ahead lightly, but is enthusiastic for what’s to come in the entertainment industry.

"The entertainment landscape continues to evolve as consumers have more options than ever for how they spend their time," he said. "We remain highly optimistic about the future and will continue investing in live events and entertainment experiences that bring people together and create lasting memories."

In addition, building the calendar itself is a bit of a balancing act. There are many factors in the mix that Saunders and his team have to weigh, including “market demand, seasonality, existing entertainment offerings, audience preferences, artist availability, and touring schedules.”

With all those aspects in mind, he says that their goal is to create what he calls “compelling, well-balanced entertainment calendars that resonate with guests while supporting each property's unique market.”

That also means that local acts can get a place in the mix alongside national touring acts. Saunders says that the mix complements Hard Rock's entertainment strategy.

“Larger venues are often best suited for touring artists with broad audiences, while our lounges, restaurants, and smaller stages provide valuable opportunities to showcase local talent,” Saunders said. Matching the right performer with the right venue helps create the best experience for both guests and artists.”

Ticket pricing remains one of the thorniest issues in the entertainment industry. On a full night out, people can spend hundreds of dollars after factoring in ticketing, parking, and concessions. So Saunders knows that it's important to keep costs down.

He told us that many of the factors that influence ticket pricing are artist demand, production requirements, market conditions, and the overall touring economics.

“We collaborate closely with artists and their teams while remaining focused on delivering strong value and memorable experiences for our guests,” he said during our conversation.

Casinos Acting as ‘Full-Scale Entertainment Destinations’

Casinos have become major players in the concert world. Hard Rock Live in Hollywood has served as the starting point for many touring schedules for legendary acts like Pearl Jam, and Tampa even hosted the opening night of The Joe Perry Project last year. This does not look like a fleeting fancy either, as more bands are making casino destinations an important part of their overall touring options.

Saunders tells us that the relationship between the casino industry and performers across multiple genres is not lost on him either.

“Modern casino resorts have evolved into full-scale entertainment destinations that attract a broad range of visitors,” Saunders concluded. “In addition to world-class venues, guests enjoy restaurants, hotels, spas, nightlife, and other amenities, creating a highly attractive environment for both performers and fans. As a result, casino entertainment has become an increasingly important part of the live entertainment ecosystem.”

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