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Hard Rock to launch new hotel brand

HOLLYWOOD — Hard Rock International has never been shy about expanding its reach. It’s building a new, massive guitar-shaped hotel in Hollywood and is undergoing immense renovations in Tampa, among other projects across the globe.

Now it’s starting a brand new hotel brand — one it will launch in Atlanta.

Reverb by Hard Rock will be the company’s first step into a new category of hotel. Called the “select service” category, Reverb will be a new collection of music-centric hotels that are designed as “contemporary hubs where modern music lovers can connect and create,” a news release said.

The first Reverb is scheduled for completion in February 2020. The location is near to the Mercedes-Benz Stadium, home of the NFL’s Atlanta Falcons. The area also includes the growing neighborhood of Castleberry Hills in downtown Atlanta.

“Reverb by Hard Rock will spotlight the guest in a whole new way and create a place for those who eat, sleep and breathe music to unite and collaborate,” Todd Hricko, SVP of Global Hotel Business Development for Hard Rock Hotels, said in a statement.

“Atlanta is the perfect location for our first Reverb, as it is rich in music history, spanning from the greats like Ray Charles and the Black Crowes to current popular artists like Ludacris, Usher, Ciara and John Mayer,” he said.

Officials said the new property will be developed and managed with Bolton Atlanta LP and Hotel Equities, also based in Atlanta. The general contractor for the project is Batson-Cook (Atlanta); the architect is the Gensler Group (California) and Horwath HTL (Atlanta office) is a consultant.

Some of the features of the new Reverb brand are:

• 11-stories containing 200 rooms with contemporary accommodations

• “Roadie Rooms” (six queen bunk beds and lots of space)

• A rooftop bar with panoramic views of the city

• A co-working space called “MEET”

• All standard king and double queen rooms

• Multifunctional workout space

• Constant Grind Coffee and Bar

“Reverb by Hard Rock will enhance our walkable convention and entertainment district with new accommodations near restaurants, Mercedes-Benz Stadium, the Georgia World Congress Center and downtown attractions,” William Pate, president and CEO of the Atlanta Convention & Visitors Bureau, said in a statement.

Reverb is a part of Bolton Atlanta’s development of Castleberry Park, a mixed-use project with the hotel, a multilevel deck with more than 375 parking spaces, 129 luxury residential units in three apartment buildings and retail sites.

This rendering shows the first Reverb by Hard Rock, set to open in Atlanta in 2020. (Photo courtesy Hard Rock)

 

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Damon Scott
Damon is a multimedia journalist for the Seminole Tribune. He has previously been an editor and reporter for digital and print media in Florida and his home state of New Mexico. Send him an email at damonscott@semtribe.com.

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