Tampa is in line to land one of the first locations of Hard Rock’s new Reverb hotel concept.

Reverb is a business-casual hotel – different than the many well-known Hard Rock destinations that sometimes have big casinos and live entertainment venues. But music fans and those that have come to know the Hard Rock brand will notice plenty of familiar touches.

Officials said Feb. 22 that Reverb by Hard Rock Tampa East is in the design process and a timeline for construction and specifics about the property would be forthcoming. It is set to be located adjacent to the Seminole Hard Rock Hotel & Casino Tampa, which is located at 5223 Orient Road about 10 minutes from downtown.

The Reverb brand is owned by Hard Rock International’s (HRI) parent entity the Seminole Tribe of Florida.

The first of the concept – Reverb Downtown Atlanta – opened in Atlanta last December. It is adjacent to the Mercedes-Benz Stadium where the National Football League’s Atlanta Falcons play.

The Atlanta Reverb is 11 stories high and has 195 rooms. There are workspaces, common areas and a rooftop bar. The customary Constant Grind Coffee & Bar is onsite – a café by day and a bar at night offering beer, wine and spirits. The hotel has a dedicated performance area for live music featuring local talent.

Officials said the Tampa location will also have unique features – local city guides, unique common spaces and traveler-friendly integrated technology like smart rooms.

The Atlanta Reverb and its rooms are heavy on tech-amenities. Guests can use an in-room Amazon Alexa to access a city guide with the voices of famous musicians who recommend local hot spots where hometown music acts are performing.

The Reverb properties are designed to highlight Hard Rock’s traditional music centric theme – one that has been present in its hotels and cafes for almost five decades – “but with its own unique spin, celebrating modern music lovers while encouraging them to connect and create in a new city.”

What would be a third Reverb location, scheduled to debut sometime this year, is in the works in the Sonoma County, California, city of Cotati. The property is near vineyards and wineries and is expected to have 150-rooms.

Todd Hricko, senior vice president of hotel development at HRI, said in a statement that there would be more announcements this year for additional Reverb locations in other U.S. cities.

HRI now has venues in 69 countries with 240 locations and more than 86,000 pieces of music memorabilia. In addition to Reverb, one of its newest ventures is Hard Rock Digital – a focus on online and retail sports book and interactive gaming.

HRI’s two most successful flagship properties are Tampa and in Hollywood, Florida, – where the world’s first guitar shaped hotel opened in 2019.

For more, go to reverb.hardrockhotels.com and hardrock.com.