Hard Rock Hotels over the weekend announced the official launch of Reverb by Hard Rock, a new hotel concept “designed to be an energetic cultural hub for connection, creation and inspiration among music fans, locals, and travelers alike,” according to a press release. With a location adjacent to Mercedes-Benz Stadium, Reverb Downtown Atlanta marks the first Reverb opening, with additional properties slated to open in “major” U.S. cities in the next two years (Hard Rock did not disclose the planned cities.) The hotel was supposed to open in November.
“Our guiding principle when ideating around Reverb was fostering social connections and providing a multitude of spaces for our diverse range of guests to express themselves and their passions for creativity and exploration,” Jim Allen, chairman of Hard Rock International, said in the release. “Through our extensive research, we understand the modern traveler is hungry for opportunities to connect with new people and encounter a melting pot of cultures and experiences. To meet those aspirations, we crafted a unique hotel brand that is the ultimate sanctuary for the dynamic needs of today’s travelers, but also has a clear Hard Rock feel to it through music.”
Reverb Downtown Atlanta offers 195 rooms, 11 floors, workspaces, common areas, and the RT60 Rooftop Bar, and Constant Grind Coffee & Bar, a café by day serving Lavazza coffee, and a bar serving a curated selection of wines, local craft beers, and spirits by night.
Each Reverb will feature a “City Guide” to “help travelers get a true taste of the local scene.” In Atlanta, Hard Rock partnered with seven-time Grammy Award-winning, RIAA diamond-certified musician Big Boi and five-time Grammy Award-winning singer, songwriter, producer and Atlanta native CeeLo Green, as well as Larkin Poe and Microwave, for the local guide. To hear City Guide recommendations, guests can utilize in-room Amazon Alexa features to ask for local hot spots from hometown music stars.
Included in the hotel’s public spaces is Reverb Radio, “Hard Rock’s take on the classic boardroom designed to resemble a radio station that is available for meetings, recording podcasts or as a home to a satellite radio station” plus co-working spaces and private “sanctuaries,” such as Sound Booths — soundproof rooms equipped with a Fender guitar for personal jam sessions or a quiet space for private calls. There’s also a designated performance area will host live music multiple times a week to shine a light on local talent.
Each Reverb hotel features a property mix of king, double queen, and “Roadie Bunk Rooms,” complete with three sets of queen bunks beds, two private baths, a karaoke machine, and smart televisions. As part of the Hard Rock family of hotels, Reverb properties will also offer a Body Rock Fitness Center, complete Technogym equipment, resistance bands, and free weights.
Each guest room includes an Alexa customized to access the Reverb City Guides, mood lighting, playlists, entertainment options, and smart room controls, allowing guests to ask for things like fresh towels, hotel information, and see what is happening in the city.
Reverb Downtown Atlanta will also be home to Hard Rock’s “Safe + Sound.” Hard Rock International partnered with public health and safety organizations like EcoSure, an Ecolab Division, and NSF International, to provide procedures such as a non-intrusive thermal temperature screening process before entering, social distancing measures and protective mask requirements for all team members.