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Red Lion sues Hard Rock; claims Reverb rips off Hotel RL

RLH Corp. (Red Lion Hotels Corp.) on Wednesday filed a lawsuit against Hard Rock Café International in federal court in New York, alleging that Hard Rock’s new Reverb brand stole its ideas from Red Lion’s Hotel millennial-focused RL brand. Hard Rock was scheduled to officially launch the brand in January 2018 at the Americas Lodging Investment Summit (ALIS).

Red Lion stated it was surprised to discover in June that Hard Rock had hired the same branding group used by RLH Corp. to help define the Hotel RL brand – The Gettys Group. It believes signature elements of Hotel RL brand, including a prominent coffee bar, a Living Stage where local artists can showcase their music, art and points of view, and “The Steps,” a communal, stadium-like seating area across from The Living Stage, have been plagiarized by Hard Rock for its Reverb brand.

"The Steps" at the RL Baltimore
“The Steps” at the RL Baltimore
Photo of a Reverb marketing brochure showing floor plan, including communal steps (marked as #4)
Photo of a Reverb marketing brochure showing floor plan, including communal steps (marked as #4)

“While imitation is the sincerest form of flattery and it is indeed understandable that Hard Rock would seek to imitate our brand’s success in this market, we are not appreciative of Hard Rock’s wholesale infringement of our trade dress with The Gettys Group’s help,” RLH Corp. President and CEO Greg Mount said. “Hard Rock’s infringement is particularly troubling in light of its aggressive litigation strategy to protect what it considers to be its own trade dress. RLH Corp. welcomes fair competition, but infringement of our trade dress is unfair and illegal. We are prepared to defend our brands and will pursue all avenues available to RLH Corp. to ensure that all of our brands are protected.”

RLH Corp.’s complaint seeks compensatory damages, an injunction, Hard Rock’s profits from its Reverb chain, and legal fees and costs.

In addition to pursuing a lawsuit against Hard Rock, RLH Corp. is enforcing its rights and remedies under its contract with The Gettys Group, which it believes is in breach given the similarity in work produced for Hard Rock.

Hard Rock has not returned HOTELS email request for comment, while Gettys did respond, saying “no comment.”

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