The Hard Rock name is synonymous with a few things—hospitality, excitement and, of course, music. Music greats adorn the walls of Hard Rock hotels across the world, but the brand is taking a different approach when it comes to its newest iteration, REVERB by Hard Rock, which opened its first location in Atlanta in December 2020. What would music legends be if it weren’t for their greatest support system? What keeps these icons in the spotlight for so long? The answer is actually quite simple: the fans.
“Our new brand aims to take the traditional Hard Rock values of music and entertainment but make them unique by emphasizing creativity within the guests themselves,” said Dale Hipsh, SVP of hotels, Hard Rock International. “Instead of putting the spotlight on advancements and global figures in the music industry, REVERB allows Hard Rock fans to become the center of attention—ensuring their dedication to the brand is noticed and motivating them to show their talents to the world.”
Adjacent to Mercedes-Benz Stadium, the 195-room REVERB Downtown Atlanta is just the first of many, with additional properties slated to open in U.S. cities in the next two years.
The first select-service hotel under the Hard Rock name, REVERB attracts a modern guest, which, according to Hipsh, is seeking experience-based stays.
He said, “For the modern hotel guest, REVERB is a way for travelers to immerse themselves into an entirely new experience that is different from anything they have seen before.”
REVERB takes the select-service model to the next level with its amenities, Hipsh said, which all aim to give guests a taste of local culture.
“We have incorporated local Atlanta ties in many aspects of the hotel and plan to do the same in each market we expand into,” he said.
Hard Rock has partnered with Atlanta artists, including CeeLo Green and Big Boi, to curate local City Guides—accessed in-room through Amazon Alexa—giving guests a way to experience downtown Atlanta through authentic recommendations from locals.
“REVERB Downtown Atlanta continues to emphasize Hard Rock’s traditional music-centric theme as seen in every hotel but provides its own unique spin,” Hipsh explained. “Instead of placing the main focus on well-known artists and music industry accomplishments, REVERB encourages guests and music lovers alike to utilize their own creativity by using the space to brainstorm, collaborate and explore.”
The Atlanta location sets the stage for what is to come in other major cities across the U.S., Hipsh said, with its modern design in partnership with Gensler, and elevated amenities that spark creativity in guests. These include enhanced common spaces, smart rooms and customizable technology.
“As there is a greater emphasis placed on individualism, sustainability and innovative technology in today’s society, REVERB incorporates elements corresponding to all of these categories to accommodate the ‘evolving Hard Rock guest,’ while keeping ties to the authentic Hard Rock experience through music and vibe,” Hipsh explained.
Not only a creative hub, REVERB satisfies sustainability efforts with its Save the Planet ethos, incorporating low-flow faucets, showerheads and toilets, along with Dasani PureFill dispensers, biodegradable water bottles, premium bath product dispensers and smart controls for air conditioning and lighting.
“We want guests to feel inspired and excited with opportunity upon arrival at REVERB,” Hipsh said. “REVERB Radio is our ‘boardroom’ space that resembles a radio station and is available for meetings, recording podcasts or as a home to a satellite radio station. It provides coworking stations and sound booths, which allow guests a soundproof location for a jam session or a private phone call.
The Roadie Bunk Room is another music-inspired amenity which comes with three sets of bunk beds, two private bathrooms, oversized smart TVs and a karaoke machine.”
REVERB’s first location was an ideal fit for Atlanta-based Hotel Equities, which manages the new hotel and provided development services.
“REVERB was a perfect fit to our diverse portfolio of brands ranging from select-service, full-service, boutique and resort-style properties,” said Joe Reardon, chief development officer, Hotel Equities. “While our portfolio expands throughout the U.S. and Canada, our headquarters are in Atlanta and being in such close proximity to the hotel’s site allowed us to add value throughout construction with development services, and to build strong relationships with the owners ensuring their asset was built to the highest standards.”
Aside from the location conveniences, Hotel Equities also identified with the brand’s ethos and mission to best serve its guests.
“The new brand takes select-service to incredible extremes,” Reardon said. “When travelers visit Atlanta, they experience iconic attractions and events, and now the experience continues at the hotel. From providing the best views of the city skyline at the rooftop bar to the ‘Crew’ team members, to the tech activations throughout the hotel, REVERB’s visionaries listened to what guests wanted and they have delivered in a big way.”
Reardon explained that Hotel Equities continues to expand its depth in full-service and lifestyle brands along with resorts.
“We had the opportunity to work with Hard Rock to curate food and beverage, as well as REVERB’s brand offerings, which allows us to add value to future REVERB and Hard Rock projects,” he said. “We could not be happier with the collaboration between our team and the brand during the entire process.”