Hard Rock International sets sights on Madrid

Hard Rock International is set to expand its hotel portfolio with the opening of Hard Rock Hotel Madrid in 2019. Working in collaboration with European real estate firm ActivumSG Capital Management (ASG), Hard Rock will bring its signature style to the historic city with a new 159-key development.

“We are pleased to join forces with ASG, a company who shares in our vision, integrity and dedication to quality,” says Todd Hricko, Senior Vice President and Head of Global Hotel Development. “Hard Rock Hotel Madrid will bring a fresh, music-inspired destination to the city, and we look forward to offering guests authentic experiences that rock.”

Situated in the heart of the city, Hard Rock Hotel Madrid will be located opposite the historic Museo Nacional Centro de Arte Reina Sofía in the Atocha district, while The Royal Botanical Gardens, the Museo Nacional Del Prado and Madrid’s largest railway station are also nearby.

Regionally inspired food and beverage offerings will be available on-site, as well as a Constant Grind coffee bar and the brand’s signature restaurant, Sessions. The Rooftop Bar and Terrace, featuring an open-air urban garden, will also afford panoramic views of the Spanish capital.

Elsewhere, additional hotel facilities include the Body Rock fitness centre and Hard Rock’s exclusive wellness programme, Rock Om, which offers in-room yoga. The Sound of Your Stay music programme, meanwhile, will provide guests with access to complimentary vinyl players and records, Fender guitars, an amp and headphones.

ASG acquired the site of the development when it was a municipal office building, and is leading an extensive €25 million programme to reposition it as an upper upscale hotel. Brian Betel, Managing Partner of ASG Iberia Advisors, adds: “This is a classic ASG investment. We saw that this office building had far more untapped potential as a hotel given its proximity to Madrid’s major attractions, business centre and shopping quarter. We are unlocking that value for our investors and Hard Rock Hotels’ unique brand will make an exciting contribution to the area. Selecting such a distinguished operator as Hard Rock Hotels is a major step forward in our business plan for this asset and our broader strategy in Spain. Our choice of Hard Rock stems from its renowned brand, its experience as an operator and its international reach.”