In 1995, the Hard Rock Hotel opened its doors in Las Vegas, and I was fortunate enough to be a part of its opening staff. Hard Rock Hotel owner & developer, Peter Morton, saw an opportunity to create a competitive advantage over other Las Vegas casinos. He would do this by creating as part of the plan an organizational culture that would, at least for the first couple of years, provide its guests with a new level of customer service. Young & attractive employees with personality were hired, even if they had no work experience. Employees were hired based on personality, attitude, ability to learn, and of course, appearance. It did not take long for the Hard Rock to gain the reputation of having the best service and most personable and attractive staff of any hotel/casino in Las Vegas.