Dive Brief:
- The 195-room Reverb by Hard Rock Scottsdale will open in late spring or early summer 2026, Hard Rock International announced Wednesday.
- The $60 million project, developed in partnership with Denver-based Eres Capital, will anchor The Sydney, a mixed-use, entertainment-focused development in Scottsdale, Arizona, and will feature co-working space, an outdoor pool and a rooftop bar.
- Hard Rock debuted its Reverb brand in 2020, which is designed to cater to music fans with spaces that foster creativity and social connection.
Dive Insight:
There is currently only one Reverb hotel open: Reverb by Hard Rock Downtown Atlanta, situated next to Atlanta’s Mercedes-Benz Stadium. Other Reverb hotels are slated to open in Hamburg, Germany; Tampa, Florida; and Miami, according to Reverb’s website.
Reverb hotels feature co-working spaces and “smart” rooms with Amazon’s Alexa devices programmed to offer customized mood lighting, playlists, city guides and entertainment options.
A “a contemporary hotel connecting today's traveler through music, local culture and events,” Reverb by Hard Rock Scottsdale’s programming and design elements “encourage social connection,” Hard Rock said.
Food and beverage options will include a coffee bar and lounge and a rooftop bar. The hotel will feature brand signatures like sound booths, co-working space, flexible meeting rooms and a “creative zone,” as well as a Rock Shop selling Hard Rock merchandise.
Gensler Architects led design of the hotel’s five-story building, which is situated on Salt River Pima-Maricopa Indian Community tribal land.
"Our objective is to create inviting spaces for every traveler while honoring the rich cultural legacy of the Salt River Pima-Maricopa Indian Community." said Mike Elliott, CEO of ERES Companies, in a statement.
The hotel will be near Scottsdale’s Old Town, baseball stadium, aquarium and Arizona State University. The Sydney development is expected to host entertainment experiences like The Rustic, a restaurant with live music, and Pickle & Social, a pickleball venue with 7,500 square feet of indoor and outdoor playing space.
Last month, Hard Rock rolled out a global loyalty program across its hotels, retail and casinos.
It also announced plans to close The Mirage in Las Vegas later this summer to transform the hotel into the Hard Rock Hotel & Casino and Guitar Hotel Las Vegas.
