Hard Rock Premieres REVERB Brand in Atlanta
The new 195-room downtown hotel debuts a concept designed for music fans, locals and travelers alike
January 5, 2021
Hard Rock Hotels has launched its latest brand, REVERB by Hard Rock, with the premiere of the 195-room REVERB Downtown Atlanta. Occupying 11 floors at a prime location adjacent to the Mercedes-Benz Stadium, the hotel offers an open layout and welcoming vibe.
REVERB is 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 the hotel group. Enhanced common spaces are designed to encourage collaboration, and specialty food and drink offerings include the RT60 Rooftop Bar with views of the Atlanta skyline.
In an effort to curate experiences outside the hotel, REVERB has created a City Guide for Atlanta, curated by local musicians. Guides for other cities with REVERB hotels will follow. Additional properties are slated to open in major US cities in the next two years, include Sonoma County, CA.
In addition to City Guides, each REVERB hotel will feature a mix of king, double queen, and Roadie Bunk Rooms, with three sets of queen bunks beds, two private baths, a karaoke machine and oversized smart televisions. An in-room Alexa is customized to access the City Guides, mood lighting, playlists, entertainment options, and smart room controls.
REVERB properties will also offer a Body Rock Fitness Center, complete with Technogym equipment, resistance bands and free weights. For meetings, the hotels offer REVERB Radio – a boardroom designed to resemble a radio station that is available for meetings, recording podcasts or as a home to a satellite radio station.
“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,” said Jim Allen, chairman of Hard Rock International. “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.”
All REVERB are committed to sustainability efforts, and feature low flow water fixtures, premium bath product dispensers to avoid single use bottles, as well as smart room controls to conserve energy automatically. The brand is also implementing Hard Rock’s SAFE + SOUND protocols, meeting the highest standards of safety, sanitation, food handling and team member training with thermal temperature screening, social distancing and protective mask requirements.