to issues such as conduct and alcohol consumption on the property, and Kleisner also hired a company to ensure that the policies were being observed. Later that year, random drug tests were performed on Hard Rock employees to ensure a drug-free environment at the resort. In September 2010, Hard Rock Cafe International sued the Las Vegas resort to cancel its name licensing agreement, citing negative publicity associated with the resort's Rehab pool parties and its reality television series, Rehab: Party at the Hard Rock Hotel. The lawsuit alleged that the resort was being portrayed as "a destination that revels in drunken debauchery, acts of vandalism, sexual harassment, violence, criminality and a host of other behavior". The lawsuit also cited the earlier arrests made at Rehab. The Hard Rock Hotel filed a counterclaim that the company was harassing the resort. At the end of 2010, the Hard Rock was fined $650,000 by Nevada regulators for the earlier drug offenses. It was the highest fine in Nevada history for drug violations. After the Hard Rock was fined, Hard Rock Cafe International amended its lawsuit to include new information about the drug dealing and inappropriate sexual activity taking place at the resort, citing these as further reasons the property should lose its Hard Rock name. When Brookfield took over ownership in 2011, it tried to settle the dispute with Hard Rock Cafe International. Advertising After the Palms resort opened in 2001, the Hard Rock began using risqué advertising to stay competitive and appeal to its target clientele of people ages 21 to 40, the same demographic sought by the Palms. As part of the 2002 nightclub settlement, the Hard Rock was required to submit questionable advertising material to compliance officers for a review before publication. In January 2003, the resort was criticized for a billboard advertisement that featured a topless woman with only a pair of dice to conceal her nipples. The billboard was considered obscene and was removed after county agencies complained about it. In November 2003, Nevada Gaming Control Board member Bobby Siller criticized risqué print advertisements for the Hard Rock. One such ad featured a man and woman in seductive poses, accompanied by playing cards, poker chips, and the tagline, "There's always a temptation to cheat." Siller believed the ad could suggest that cheating occurs in casinos, and he said another ad contained references to drug use. 2004 complaint In