Hard Rock International will break ground this year on its first hotel in New York City, CEO Hamish Dodds announced Monday at a press conference at the Hard Rock Café on Broadway. The new-build, 445-room Hard Rock Hotel New York will soon rise on 48th Street between Sixth and Seventh avenues, in an area previously known as Music Row. The flagship hotel, which is being developed in collaboration with New York-based Extell Development Company, is slated to open in the spring of 2019.
Dodds said the company is in the middle of a strategic shift in the United States as it aggressively looks for hotel and casino opportunities as opposed to additional restaurants and cafes. The company currently has a presence in 69 countries, with 164 cafes, 23 hotels, and 11 casinos. This year alone, Hard Rock will open three hotels, in Dubai, Shenzhen, and Tenerife. Other hotel projects in the pipeline include downtown Atlanta, Berlin (adjacent to Checkpoint Charlie), and Los Cabos.
“We’re interested in iconic cities and iconic destination resorts…we want to focus on really great places,” Dodds said. “We’ve been trying to get into New York for a long, long time. The barriers to entry for a hotel in this city are pretty phenomenal.”
The hotel will be built on the site of a former parking garage that Extell Development purchased a few years ago as part of a portfolio. Extell CEO Gary Barnett said his company decided to turn the property into a hotel after long negotiations and discussions with Hard Rock. The terms of the transaction are confidential.
The hotel concept will draw inspiration from New York City’s architectural, musical, and cultural heritage, said John Lucas, Hard Rock’s EVP of hotel and casino operations. It will feature artist-inspired design and curated memorabilia showcasing contemporary New York artists as well as iconic musicians and key moments from New York City music history.
The lobby will include a signature first floor restaurant and lounge, as well as a lobby bar. The hotel’s rooftop lounge, with views of Times Square and Rockefeller Center, will offer activities such as artist sessions and DJ sets. The plans also call for an upscale underground speakeasy. Signature Hard Rock amenities will include the Rock Spa, the Sound of Your Stay music program, the Body Rock workout facility, and the Rock Shop, where guests can purchase the brand’s classic merchandise.
