Hard Rock Hotel Daytona Beach




Investment Description

What do you get when you mix the speed of fast cars, the attitude of rock & roll and the world’s most famous beach? The Hard Rock Hotel Daytona Beach! 

Poised on 6 prime acres off Florida ’s A1A, sits the newest edition to a storied city and beach. The new 250 key Hard Rock Hotel will command a powerful presence along the historic stretch of beach and it all starts with the vertical tower. Rising 29 floors, the tower stretches skyward in a simple and elegant design, invoking one feeling, speed! The modern tower is home to the guestrooms, the Rock Spa and 100 branded condominium units.

The tower was purposely planned to sit perpendicular to the ocean, setting the stage for dramatic ocean views for all rooms. The architectural concept of the tower is a simple gesture of speed and movement. The horizontal expression of the balconies adds to the distinctive look by varying the solidness of the tower, dissolving away and becoming less dense from front to back; similar to the blur of a race car whirling by, or standing fast into the wind. The tower will become the new vertical icon along this famous beach. The unmistakable finishing touch, a vertical line of light along the West fa çade, will accentuate the vertical edge and transform the tower at night, becoming a beacon for all Daytona to see.


Elevated slightly upon arrival, guests enter the lobby off Atlantic Avenue and are greeted with spectacular views to the hotel pool deck and ocean beyond. Guest amenities, such as the main lobby, lobby bar, meeting facilities, Rock Shop, and the star of the show, the famous Hard Rock Café, are all designed to maximize views to the outdoors beyond . The Hard Rock Café adds energy and life to the public space with direct beach access and a party style atmosphere. The pool deck sits proudly elevated above the beach and is the heartbeat of the Hard Rock Hotel, activating and energizing the guest experience. Guests chill poolside listening to music, getting fully immersed in the rock & roll experience. Concerts on the pool deck will play to a full pool of partiers and crowds on the beach below, blurring the lines between deck and sand creating a one of a kind Daytona experience!



Hard Rock International has embodied the spirit of rock music for over 40 years. As the originator of theme-restaurant dining, Hard Rock continues to be the dominant rock connection for music enthusiasts worldwide. Hard Rock is one of the most globally recognized brands known for music memorabilia as showcased throughout its signature cafes, live concerts, Hard Rock Live performance venues, collectible and fashion merchandise, hardrock.com and Hard Rock Hotels and Casinos. 



HKS Architects is a premier hospitality architect with award winning projects worldwide. Prominent resort projects include Four Seasons Hualalai, St. Regis Punta Mita, Las Ventanas al Paraiso, and the Four Seasons Walt Disney World.  



Balfour Beatty is a premiere hospitality contractor, with high quality preconstruction expertise, extensive coastal experience, and Volusia County experience. Their resort projects include numerous resorts in Walt Disney World, Atlantis Paradise Island, Peabody Orlando, and the LEED Gold Ritz Carlton, Charlotte.



MAY Real Estate Group is a general brokerage serving the northeast Florida marketplace including Palm Coast/Flagler Beach, St. Augustine, Ponte Vedra Beach, and soon Julington Creek/Jacksonville. Our core mission is to be the best real estate brokerage in the northeast Florida region. Not the biggest, but the best.

Dowst Civil Engineering has extensive beach front expertise, and is a local firm with strong connections to the Daytona Beach and Volusia County markets and an effective political network. 


Resurgence of the Daytona Market 

  • Daytona Beach is undergoing a vibrant resurgence, with significant investment by the public and private sectors.
  • The city is constructing a new inter-coastal bridge, International Speedway Blvd enhancements, and city-wide hardscape and visual identity upgrades.
  • $400M amenity addition and upgrades to the Daytona International Speedway, including a new façade, improved grandstands, escalators, doubling restrooms, tripling F&B concessions, and generous gathering spots for viewing races and other events.
  • Daytona International Speedway announced One Daytona, a $1.2B, mixed-use development with hotels, restaurants, offices, apartments and retail space spanning nearly 200 acres and expected to draw 10M people per year.
  • Private developer Protogroup recently embarked on a beach front development containing 502 hotel rooms, 105 condos, 10k sf of retail, 7k sf of restaurant, and 15k sf of meeting space.

Highlights of Market Study

  • The Hard Rock Hotel brand must be considered among the strongest upscale, full-service lodging brands...and will be superior to any other facilities in the Daytona Beach market.
  • The Hard Rock Hotel should be popular with those guests desirous of the area’s highest quality hotel regardless of price.
  • The proposed Hard Rock Hotel is expected to achieve penetration levels significantly in excess of its fair market share in the leisure and group segments.
  • The ability of the proposed Hard Rock Hotel to attract group business in the shoulder and off-season periods will enable it to achieve occupancy levels in the upper 60s, exceeding the Hilton Oceanfront and the Shores Resort.



Source: PKF Consulting Inc