Hard Rock International has confirmed it will expand its footprint in Florida with the opening of a new hotel in Daytona Beach later this year.
The 200-room beachfront hotel will mark the brand's fourth property in the Sunshine State and bring Hard Rock's exclusive amenities and offerings to one of the U.S.'s premier vacation destinations.
According to the Daytona Beach News-Journal, the Hard Rock Hotel Daytona Beach will open on the oceanfront site previously occupied by the Desert Inn.
"From the gorgeous beaches to the NASCAR races that draw in hundreds of thousands of people each year, we're thrilled to bring our product to visitors and locals alike in Daytona Beach," Hard Rock International's executive vice president of global hotel development Marco Roca said in a statement accompanying Tuesday's announcement.
Hard Rock is collaborating with Summit Hospitality Management Group on the project. The group aims to complete the $40 million renovation of the Desert Inn in time for an October opening but has a December 31 deadline.
"This has been a long process, as you know. We have put a lot of our family's heart and soul into this project," Summit Hospitality managing member and Humphrey Realty owner Abbas Abdulhussein told the News-Journal. "Hard Rock is a phenomenal brand and Daytona is a perfect location for it. I'll be jubilant when it opens and everyone gets to see it."
The hotel will feature a handful of amenities geared toward wellness, including Hard Rock's signature Body Rock workout facility and Rock Spa. The latter will boast six treatment rooms, a manicure/pedicure station and poolside cabanas offering spa services
There will also be a Rock Shop in the lobby where guests can purchase Hard Rock merchandise.
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Family-centric amenities will include a Hard Rock Roxity Kids Club and a swimming pool. Meanwhile, business travelers will be able to take advantage of 20,000 square feet of indoor and outdoor meeting space featuring ocean views.
Daytona Beach Area Convention & Visitors Bureau executive director Lori Campbell Baker called Hard Rock a "perfect fit" for the city. "The transformation of this property really speaks to the fact that the destination is in the midst of a major resurgence," she told the News-Journal.
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