In a star-studded grand opening, Hard Rock International (HRI) debuted the Hard Rock Hotel New York last month, with the likes of John Legend, Kenan Thompson, Busta Rhymes and New York City Mayor Eric Adams in attendance. The opening was a culmination of a plan that took years to come to fruition—one that HRI parent entity The Seminole Tribe of Florida had when it first bought the company.
“When we purchased the company back in 2006, we certainly identified in the hotel division 100 cities where we felt the Hard Rock Hotel brand could be successful,” Jim Allen, chairman, HRI, told Hotel Business. “At the top of that list was New York City, the greatest international gateway city in the world. To finally reach that goal and achieve it was fantastic. Frankly—very humbly—the people have just been raving about the building itself. They are nothing but complimentary. It is certainly a great day for the Hard Rock brand.”
Jim Allen Hard Rock International
The hotel—complete with expected music memorabilia spread throughout the building—has 446 guestrooms and specialty suites designed with blue tones and gold accents, which are inspired by the city lit up at dusk, when the night falls and marquee lights shine. Iconic imagery of notable artists printed on glass doors are featured, along with soundwave carpet patterns and sculptural artwork above the headboards.
Sitting atop the 36th floor is the Rock Star Suite, a glass-enclosed penthouse with expansive city views, original contemporary artwork, bespoke music memorabilia and a 1,600-sq.-ft. terrace. The interior design includes double-height ceilings and rich tones and textures creating an inviting and timeless space. On its first level, the suite features an open-plan living and dining area with a bar and butler pantry; an outdoor bar and VIP direct access to the RT60 rooftop bar & lounge; and more.
The Venue on Music Row, which hosted Legend on opening night, spans two floors inspired by New York from a bygone era when jazz clubs, speakeasies and dinner-theaters reigned supreme. The Venue is set to be a must-visit destination, playing host to world-class entertainment performances as well as fashion shows, after-parties and gala dinners for some of the city’s most sought-after moments, according to the developers.
The Rock Star Suite, on the 36th floor of the hotel, is a glass-enclosed penthouse with incredible city views, original artwork, music memorabilia and a 1,600-sq.-ft. terrace.
As part of a brand partnership between HRI and Audacy, one of the largest broadcasters in the U.S., the hotel is home to an integrated Audacy Live performance studio and entertainment hub. A series of recording sessions, live events and intimate performances from A-list artists will be featured on an ongoing basis.
The company has also partnered with the New York Yankees for a NYY Steak restaurant in the building. HRI already has a café location in Yankee Stadium and originated the NYY Steak brand there. “We have been partners with the Yankees since 2008,” said Allen. “We were selected among 70-something companies who wanted that location at the stadium and they wanted to do something that was upscale. That is where we created the NYY Steak brand, which has obviously done very well for both the Yankees and ourselves. They have just been a great partner.”
Hard Rock Hotel New York is the brand’s first property in the city.
Allen said that the company will continue the expansion of its hotels across the globe. “We are very happy with the hotel division of Hard Rock,” he said. “The deal flow is just truly off the chart. There are just so many opportunities to expand the Hard Rock brand in the hotel sector. So, we will continue to move down, navigate through those opportunities on a global basis. Whether it is the new hotel in Budapest or Madrid or New York City or recently Daytona [FL], there are so many great opportunities for us. People love the brand, and they love the luxury of it, yet it still has a little bit of a fun playful side. That seems to be working well with our guests.”
