Standard&Poor's Ratings Services' issuer credit rating on Hollywood, Fla.–based Seminole Hard Rock Entertainment Inc. and Seminole Hard Rock International LLC (collectively, Seminole Hard Rock) reflects our assessment of the company's business risk profile as "fair" and its financial risk profile as "aggressive," according to our criteria. Our assessment of Seminole Hard Rock's business profile as fair reflects the highly competitive dynamics of the restaurant industry; the themed nature of its business, which exposes the Hard Rock brand to changing consumer tastes; and the susceptibility of the travel and leisure industry to global political and financial events. These factors partly are offset by Hard Rock's long-established track record and strong brand. Our assessment of Seminole Hard Rock's financial risk
