How the Seminole Tribe of Florida went from being a band of outcasts living in the Everglades to the multibillionaire owners of an iconic global brand
Seminole Gaming chief executive James Allen outside the seminole Hard Rock Hotel & Casino in Hollywood, florida. He's as serious as a heart attack about building the Seminoles' fortune
Image: Jamel Toppin for Forbes
Jim Allen has been up since 3 am leaving voice mails for himself at the office and is now weaving through the flashing slot machines and blackjack tables on the floor of the Seminole Hard Rock Hotel & Casino in Hollywood, Florida. With a reporter in tow, he is recounting how a Native American tribe managed to beat out 72 bidders, including private equity giants and multinational hospitality companies, to acquire the rock ’n’ roll restaurant, hotel and casino company a decade ago under his direction. “At first the tribe thought maybe I had lost my mind and gone crazy,” Allen says.
Crazy like a fox. The hard-charging 56-year-old has helped create unimaginable riches for the 4,100-person Seminole Tribe of Florida as chairman of Hard Rock International and chief executive of the tribe’s gambling operations. What’s immediately clear when you meet Allen is that he’s unapologetically hands-on. Walking through the hotel, one employee points out a large black octopus chair in the lobby bar and jokes he can’t believe Jim wanted that there. Allen shrugs this off and brags that he’s behind every design detail down to the “admit one” tickets on each new roll of toilet paper in the rooms. He explains that his late arrival that morning was due to a spot check of the men’s bathroom, after which he was asked to look into an employee squabble that took him out to the parking lot.
“I’m serious as a heart attack,” says Allen, who’s actually had two heart attacks and bypass surgery in the past three years and still routinely pulls 16-hour days. “Some people talk about it, some people make excuses, some people get it done. I prefer the latter category.”
Though he doesn’t have a drop of Seminole blood in his veins, Allen may well be the single best champion of indigenous peoples since Franklin Delano Roosevelt enacted the Indian Reorganization Act in 1934, which sought to conserve and develop tribal lands and culture. But unlike social programmes mandated by the federal government, Allen’s improvements are purely the result of the pursuit of profit. At the behest of the Seminoles he presides over an expanding, privately owned global business that spans 71 countries and owns 168 Hard Rock cafes, 23 hotels and 11 casinos. Including franchisee sales, system-wide revenue is slightly more than $5 billion. Another 25 Hard Rock hotels are in the pipeline—from Dallas to Dubai to Shenzhen—and the company just acquired the rights to the flagship Hard Rock Las Vegas. In November New Jersey voters will decide whether Allen can build a Hard Rock Casino with 4,000 slot machines, 2,000 table games and a giant guitar out front adjacent to MetLife Stadium in the Meadowlands just a few miles from Manhattan.
And though the Seminoles are guarded about the information they share with outsiders, it’s clear that their rapid expansion in the hospitality and gambling industry under Allen’s stewardship has created a money machine that generates operating profits estimated at $1.5 billion per year. That’s enabled the tribe to send revenue-sharing cheques to the state of Florida amounting to more than $1 billion over the past five years.
And for the Seminole people? Today every man, woman and child in the tribe receives biweekly dividend payments totalling about $128,000 a year. Indeed, by the time a Seminole child today turns 18, she is already a multimillionaire, thanks to tribal trusts that prevent children or their parents from touching the funds until adulthood. Applying industry multiples to the Seminoles’ hospitality and gambling businesses would put the tribe’s net worth at about $12 billion, including some 81,000 pieces of pop music memorabilia—stuff like Michael Jackson’s red leather jacket from the ‘Beat It’ video and John Lennon’s handwritten lyrics to ‘Imagine’—valued at more than $100 million.
Tribe member Tina Osceola, 49, remembers a time when selling tribal souvenirs to tourists sustained many of its members but now credits gambling riches with paying for her undergraduate and graduate school education. “Allen never stops,” she says, “and, frankly, I don’t want someone who stops.”
Chief executive Jim Allen is the man who made millionaires out of the entire Seminole Tribe of Florida, but the tribe’s longtime, controversial, alligator-wrestling chief, James Billie, deserves even more credit for sparking the entire $33 billion Indian gambling industry to begin with.
(This story appears in the 09 December, 2016 issue of Forbes India. To visit our Archives, click here.)