Hard Rock International is bringing its lifestyle hotel brand, Reverb, to the Florida Panhandle.
The company plans to break ground on the 125-key Reverb by Hard Rock Pensacola in the oceanside city in 2026. The property will feature a full-service restaurant, rooftop bar, lobby bar and lounge, quick-service restaurant and fitness center, according to Hard Rock. It will also have a podcast recording studio and a meeting space for conferences.
Local firm The Dawson Company is developing the hotel and has assembled a design team to help, including architectural firm Gensler, engineering consulting firm Thornton Tomasetti and music legend Lenny Kravitz’s global concept design firm, Kravitz Consulting.
The Pensacola hotel, expected to open in 2029, marks Hard Rock’s sixth property for its Reverb brand, which is “designed to be an energetic cultural hub for connection, creation and inspiration among music fans, locals and travelers alike,” according to the company.
Other hotels in the Reverb portfolio are located in Atlanta and Hamburg, Germany. And Hard Rock is developing more in Kalamazoo, Michigan; Tampa, Florida; and Scottsdale, Arizona.
This expansion of Reverb comes after Hard Rock appointed John Rees as senior vice president of hotel operations. As of January, the company’s hotel portfolio comprised 37 properties worldwide, and Rees said the company’s “robust” pipeline is growing.
Currently, Hard Rock is developing a hotel in Long Beach, California. The company also ceased operations of The Mirage Hotel & Casino in Las Vegas last month to transform the property into the Hard Rock Hotel & Casino and Guitar Hotel Las Vegas.
The hospitality company also recently launched a loyalty program, Unity by Hard Rock, across its global hotel, restaurant and casino portfolio.
