At first click, viewers watch intriguing video that slowly fades in and out, giving a sense of peeking into someone's Hard Rock encounter at that exact moment. As the cursor moves over the pages, content is exposed on every area of the property from rooms to live music, gaming, dining, spa and nightlife. Further navigation allows the user-friendly site to do all the work, automatically customizing the web experience based on where you point.

"The Hard Rock is, and always has been, the most exciting casino in Las Vegas," said Phil Shalala, vice president of marketing for Hard Rock Hotel & Casino. "Our new website allows people to experience the property's unique excitement at any given time. " The new look gives everyone an exact look and feel of what it's like to be part of the Rock."

The new design features several cutting-edge attributes. Over 24 hours of music being pumped through the Hard Rock is available via online stream. Music will be regularly updated, and an expansion of channels is planned in the next phase. Additionally, guests have the option to subscribe to the HardRockHotel.com RSS feed, granting immediate notification of events and property-wide updates. Web visitors will also notice links to Dig and del.icio.us sites offering the opportunity to share favorite links from the HRH site with friends.

"We wanted to enhance the web experience for our diverse group of customers," said James Zito, corporate director of eCommerce for Morgans Hotel Group. "We are excited to utilize great technologies to promote all facets of the Hard Rock Hotel & Casino Las Vegas including music, nightlife, gaming and hotel."

To implement the development, Hard Rock tapped award-winning boutique agency Ideawork Studios of Santa Barbara and Las Vegas. Familiar with the Hard Rock brand, the Ideawork development team was lead by CEO Jay Schwartz whose previous Hard Rock collaborations include the famous Rehab campaign and Body English website.