Hard Rock Hotel planned near Falcons’ Mercedes-Benz Stadium

Editor’s note: This post was written by staff writers J. Scott Trubey and Kristina Torres.

The proposed downtown Hard Rock Hotel. Courtesy of Bolton Atlanta LP.

The proposed downtown Hard Rock Hotel. Courtesy of Bolton Atlanta LP.

Perhaps the second time will be the charm for a Hard Rock Hotel near downtown Atlanta.

Hard Rock International and the city of Atlanta announced plans Monday for a 220-room hotel near the new Atlanta Falcons stadium in the Castleberry Hill neighborhood. It will rise along Centennial Olympic Park Drive.

The developer is firm called Bolton Atlanta LP.

“We’re thrilled to announce our collaboration with Hard Rock International as part of the Castleberry Park development, an EB-5 project” said Frank Chen, general manager of Bolton Atlanta, LP, the ownership group for the Castleberry Park development project.The EB-5 program is designed encourage foreign investment in the U.S. by offering eligible entrepreneurs residency if they meet certain job-creation and investment requirements.

The famous three-pointed star adorns this rendering of the new Mercedes-Benz Stadium, which will be the $1.4 billion home of the Atlanta Falcons and Atlanta United.  Source: Atlanta Falcons

The famous three-pointed star adorns this rendering of the new Mercedes-Benz Stadium, which will be the $1.4 billion home of the Atlanta Falcons and Atlanta United. Source: Atlanta Falcons

“The area’s energetic atmosphere and history of embracing artistic endeavors aligns well with the Hard Rock Hotel product and we’re sure the upcoming property will quickly become the go-to entertainment and leisure destination,” Chen said.

Jim Allen, chairman of Hard Rock International, actually broke the news today during testimony before a legislative hearing on casinos in Savannah. He spoke on behalf of gambling, but said the new Hard Rock Hotel will come to Atlanta whether casinos are approved or not.

A previous attempt by a development firm to build a Hard Rock Hotel downtown fizzled out with the recession.

But development interest in the city’s core is surging.

Mayor Kasim Reed and the Hawks confirmed talks last month about a deal to renovate the Philips Arena. Reed called it a $150 million to $250 million project that might, among other things, undo the wall of suites that is out of fashion in the NBA.

At the time he also hinted at $500 million to $1 billion in new development in the pipeline around the Philips Arena area.

Reader Comments 0

10 comments
JuneBaby
JuneBaby

The Hard Rock concept is now about gambling..., this concept is going ahead with the hope that eventually they will be able to add a casino to the hotel....gambling will be legal soon in Ga.....The Ga. Lottery has opened the door...

BLowE12
BLowE12

@JuneBaby That is more of the move going on here I believe as well.

John Galt 47
John Galt 47

@JuneBaby Fine with me. I don't like gambling, so I don't do it. I don't see where I have the right to tell someone else they can't just because I don't like it.

C. Diff
C. Diff

Haha! This a joke, right? No?? Good Lord! Everyone knows the "Hard Rock" schtick went stale about 1992. How about pandering to the locals with a "Hard RAP" theme? Celebrate 'thug life' with a hotel and next door section 8 housing complex complete with nightly gun battles, open dope deals, and daily panhandling. The ATL at it's finest!

willardkovacs
willardkovacs

Is the new stadium being built in some kind of time machine where it will always be the late 1980s? What a joke. I didn't know hard rock was still in existence. Looking forward to hopping in my Pontiac Fiero and attending opening day wearing parachute pants and a members only jacket!

HeyThere
HeyThere

Is Hard Rock still considered a strong brand? It comes across to me as a painfully inauthentic and touristy concept. Maybe I'm just a hipster or something.

Infraredguy
Infraredguy

Hard Rock Hotel and Cafe, a loser in the business world if there ever was one plus a hangout for dope dealers and gang members, if you're in Vegas, steer clear of the one there