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Hard Rock International Unveils 2016 Expansion Plans In Asia
The leading entertainment and leisure brand will roll out new openings in China throughout 2016, alongside upcoming projects within Southeast Asia.
This year, loyal fans of the world-class entertainment and lifestyle brand can expect to find more Hard Rock developments located closer to home. With a current brand portfolio of 38 cafes, five hotels and one casino-hotel in Asia, Hard Rock International aims to expand this to 55 cafes, 20 hotels and three casino-hotels over the next three to five years.
Committed to offering guests an immersive musical experience for all generations, guests can look forward to more Hard Rock Live concerts, access to the world’s largest collection of memorabilia and purchase music-related merchandise from the brand.
New Hard Rock Cafes to open in China and Asia
Hard Rock Cafe will open in Shanghai, Hangzhou, and Shenzhen throughout 2016. The franchise in Shenzhen will be located in the newly opened Hard Rock Hotel in partnership with Mission Hills. The brand also plans to expand throughout China and Asia over the next seven years, including openings scheduled in Chengdu, Nanjing, Chongqing, Guilin and Suzhou.
“As part of the brand’s aggressive expansion plans in China and throughout Asia, Hard Rock will also open cafes in Koh Samui, Ulaanbaatar (Mongolia) and Yangon before the end of the year,” said Antonio Bautista, SVP Franchise Operations at Hard Rock International.
Offering fresh American fare in an energetic music atmosphere, Hard Rock Cafes are best known for their display of rock music memorabilia featuring new and legendary artists. Currently boasting an 80,000+ piece collection, Hard Rock’s music artefacts are constantly rotated across venues to provide the ultimate music experience to all guests. Those looking for a kick of nostalgia will be thrilled to see key pieces such as Elvis Presley’s 24-karat gold leaf piano, a Jimi Hendrix Gibson Flying V guitar used on Rainbow Bridge, or even the Beatles’ Magical Mystery Tour Bus; among many others in the collection.
New Hard Rock Hotels to open in Southeast Asia
With 23 Hotels and 11 Casinos from Bali to Ibiza and San Diego to Singapore, Hard Rock International has also announced plans to open more hotels across Southeast Asia this year.
“For our pipeline this year, we will be adding projects in Kuala Lumpur, Bhutan, as well as Jakarta – with all three being part of a large mixed-use development right in the heart of the Central Business District”, said Leong Wy Joon, Senior Vice President of Hotel Development, Asia and India at Hard Rock International.
“We also look forward to having a project involving Desaru, in Southeastern Malaysia and of close proximity to Singapore; which will take off later this year. In addition to this, we are also in various stages of negotiations with other key destinations, including the Maldives and Phuket.”
With more upcoming expansion projects taking place near Singapore, local music enthusiasts can look forward to a variety of Hard Rock Hotel experiences beyond that of Hard Rock Hotel Singapore.
Some highlights offered at Hard Rock Hotels include “The Sound of Your Stay” – an all-encompassing music amenity programme offering guests access to three options – Tracks, Picks, and Mix.
- Tracks: With the “Tracks” free music download programme, guests will receive a code to download a distinct playlist upon check-in.
- Picks: With “Picks”, guests of the hotel are invited to channel their inner Santana or Clapton and check out one of 20 Fender guitars delivered to their room. Guests looking to throw down a funky baseline may choose from legendary Stratocasters, classic Telecasters or bass guitars of their choice. To ensure maximum sound and zero noise complaints during jam sessions, all guitars also come with a Fender Mustang Floor amp and a pair of Nixon headphones.
- Mix: A new addition to the brand’s music amenity programme is “Mix” – offering guests the chance to be a part of the Electronic Dance Music (EDM) movement. Catering to different genres of music, Hard Rock’s “Mix” programme allows guests to become their own DJ. Guests may match beats and add multi-effects that skip and bend even the most familiar songs, all in the comfort of their own hotel room. “Mix” will also include a choice of several Traktor Kontrol Z1 Systems, an iPad, and video lessons to assist guests who are new to spinning.
Another highlight at Hard Rock Hotels is the Rock Spa’s immersive music-centric spa menu – Rhythm & Motion. Utilising amplified vibrations, pressures and patterns as the foundation of its treatments, guests will be taken on a one-of-a-kind rhythmic massage journey. With bass vibrations rippling through the massage table and treble beats sending pulses through the body from above, guests can expect to leave feeling energised and invigorated. The reinvented Rhythm & Motion treatments are available at select Hard Rock Hotels, including neighbouring cities such as Penang, Bali and Pattaya.
With more Hard Rock Hotel openings nearby, lovers of all things rock and roll may live out their rockstar dreams during their stay. Alternatively, those who simply want to enjoy a casual meal surrounded by nostalgic music memorabilia may do so at the new Hard Rock Cafe franchises, and even take home a collectible from the Rock Shop.
For more information on Hard Rock International, visit their website here.
