Hard Rock’s “Crank It Up” program was founded on the company’s philanthropic belief that times of crisis call for acts of kindness. Since its inception, the program has raised millions of dollars for charities to assist people burdened by tragedy. Hard Rock has partnered with the American Red Cross (ARC) to raise money for natural disaster relief efforts and Give Kids the World (GKTW), an organization that helps terminally ill children by providing free meals and household necessities.

“Crank It Up” is a multi-tiered program. HRC hosts benefit concerts, sells merchandise – such as our popular pins - and raises funds used to further charitable efforts. The program also asks HRC guests worldwide to "crank up" their checks to the nearest dollar amount, with proceeds benefiting those who need it most. HRC’s philanthropic efforts would not be possible, however, without the kindness of our patrons, who have adopted our guiding philosophy - "Take Time to be Kind.”