ATLANTA – Hard Rock Hotels officially launched its REVERB by Hard Rock brand in late December. Company officials describe it as “a new hotel concept designed to be an energetic cultural hub for connection, creation, and inspiration among music fans, locals, and travelers alike.” Adjacent to Atlanta’s Mercedes-Benz Stadium, REVERB Downtown Atlanta will mark the first REVERB opening, with additional properties slated to open in major U.S. cities in the next two years.
In partnership with industry leaders across the hospitality, technology, and sustainability space, REVERB properties boast a modern, urban design with all of the necessary amenities. From enhanced common spaces designed to encourage collaboration, to specialty food and drink offerings and smart rooms that allow guests to customize their room experience, REVERB is equipped for a fully immersive stay.
In an effort to curate experiences outside the hotel and engrain guests into the local communities, REVERB also introduces its City Guides, all of which are unique to each locale and curated by local musicians who know their city best.
“Our guiding principle when ideating around REVERB was fostering social connections and providing a multitude of spaces for our diverse range of guests to express themselves and their passions for creativity and exploration,” said Jim Allen, chairman of Hard Rock International. “Through our extensive research, we understand the modern traveler is hungry for opportunities to connect with new people and encounter a melting pot of cultures and experiences. To meet those aspirations, we crafted a unique hotel brand that is the ultimate sanctuary for the dynamic needs of today’s travelers, but also has a clear Hard Rock feel to it through music.”
With 195 rooms, 11 floors, unique workspaces, dynamic common areas and views of the Atlanta skyline and Mercedes-Benz Stadium from the RT60 Rooftop Bar, REVERB Downtown Atlanta is designed to be an ideal hangout for travelers looking to get a taste of a new city from the perspective of a local, or see their own city from a bird’s eye view.
Choice Hotels Continues Focus On Increasing Diversity
ROCKVILLE, MD – As part of the company’s longstanding commitment to diversity, Choice Hotels International Inc recently created the Choice Hotels Owners African American Alliance (CHOAAA). As the hotel industry’s only franchisee-focused group dedicated to Black and African American hoteliers, CHOAAA will provide ongoing representation, support, and advocacy for these underrepresented entrepreneurs.
“The racial and social inequality challenges facing our nation and industry have moved us as a company to do more, building on the work we’ve been committed to for decades,” said Patrick Pacious, president and CEO, Choice Hotels. “As part of our pledge to cultivate a culture of diversity, equity and belonging, we have taken steps to decisively move us forward — including creating a franchise owner’s council supporting Black and African American hoteliers. It is our goal to provide a platform for owners to express their voices and unique experiences directly with us, and we look forward to working together with this dynamic group of leaders to advance diversity across the hospitality industry.”
Luxury Hotels Now Deploying Plasma Air Technology
STAMFORD, CT – Plasma Air announced that several luxury hotel brands have selected its ionization systems. The Marriott’s Autograph Collection Hotels and The Ritz-Carlton are installing bipolar ionization technology in their properties’ HVAC systems to help neutralize viruses, such as COVID-19.
El Paso’s historic Hotel Paso del Norte, Autograph Collection, re-opened after a four-year, multi-million dollar renovation and includes safety features for the current pandemic age. The hotel, which opened in 1912, uses Plasma Air’s ionization technology throughout its HVAC systems. According to a company press release, the Plasma Air technology helps reduce MS2 bacteriophage, a surrogate for SARS-CoV-2 (the virus causing COVID-19) by 99%.
“We are among the first Marriott Autograph Hotels in the world to install a system that cleans the air to this level,” said Carlos Sarmiento, the hotel’s general manager. “When we undertook this project, we were prepared to restore the 108-year-old property’s architectural elements, create stunning event spaces and amenities, and curate a distinct culinary destination—but COVID-19 created the necessity to enhance the air quality in all areas of the hotel. In 2020, there is no amenity greater than safety.”
The Plasma Air ionization system was mounted in the hotel’s HVAC systems — delivering the ionization solution to all of its 350 guest rooms and public spaces — to deactivate airborne viruses safely. The Plasma Air system also reduces airborne bacteria, mold, odors, and volatile organic compounds, proactively purifying the air around the clock without any harmful by-products or chemicals.
Scottsdale Arizona’s forthcoming Ritz-Carlton at Paradise Valley is set to open in 2021 and will also feature the Plasma Air ionization systems. The 122-acre, $2 billion luxury development will include luxury shopping, hospitality, dining, a 215-room Resort, and 81 residential villas. The villas will be the first property in the brand’s assets to boast ionized air.