Hard Rock International Announces Plans For A Beachfront Hotel In Daytona Beach

Orlando, Fla. – May 2, 2013 – Hard Rock International, in collaboration with Bayshore Capital, announces plans for a Hard Rock Hotel in Daytona Beach, bringing the legendary Hard Rock vibe to one of Florida’s greatest vacation destinations. Expected to debut in 2016, in sync with the running of the 58th Annual Daytona 500, the beachfront site will be the largest in the market, currently slated to feature 250 hotel rooms, 100 condominium units with access to all hotel amenities and a signature Hard Rock Cafe.

“The city and county have been working hand-in-hand to rejuvenate the city of Daytona Beach, and we’re thrilled Hard Rock and Bayshore Capital have chosen ‘The World’s Most Famous Beach’ as its newest location for expansion,” said Derrick Henry, Mayor of Daytona Beach. “The synergies between Daytona Beach and Hard Rock are limitless, and we cannot wait for the brand to open the Hotel and Cafe.”

“The gorgeous beach, hot cars, bikes, great hospitality and the sound of rock ‘n’ roll music together will celebrate Daytona Beach’s resurgence,” said Henry Wolfond, chairman and ceo, Bayshore Capital. “We feel privileged to be a part of this development and look forward to its opening around the 2016 Daytona 500.”

Hard Rock Hotel Daytona Beach will be the brand’s fourth hotel in Florida and is currently anticipated to offer two rock star suites; Body Rock® workout facility; Rock Spa®; the world famous Rock Shop® featuring Hard Rock’s iconic merchandise and exceptional dining options, including a world-famous Hard Rock Cafe, where its legendary memorabilia and live music would be a favored attraction in Daytona Beach – as it is in Cafes from London to Los Angeles and Buenos Aires to Barcelona. With music at its core, Hard Rock will bring live music and entertainment to the vacation destination. The beachfront property is also expected to feature a pool complete with a bar and grill, where guests can enjoy poolside cocktails.

In addition to premium accommodations with comfortable Sleep Like a Rock® linens, the hotel is currently set to offer more than 28,000 sq. ft. of ballroom and banquet facility space, ideal for hosting meetings and conventions. True to its musical roots, music and pop culture lovers will be treated to music memorabilia lining the walls from local and global icons, including rock ‘n’ roll legends, hip-hop stars and indie artists alike.

“Hard Rock Hotel Daytona Beach will offer the ability to showcase the brand across a wide array of offerings, including a recording studio for guests to access during their stay,” said Nelson Parker, senior director of development, Hard Rock International. “Hard Rock International is excited at the prospect of managing this property. Daytona’s sunny beach and history as an iconic vacation hot spot set the stage for a new and exciting Hard Rock Hotel.”

Hard Rock Hotel Daytona Beach, along with the growing collection of Hard Rock Hotels, will applaud rock ‘n’ roll through brand wide programs, from on-site VIBE managers who keep a pulse on the hotel, atmosphere and energy, to the groundbreaking, interactive amenity “The Sound Of Your Stay®” where guests jam out with hands-on music experiences.

The Sound of Your Stay® offers Hard Rock fans three components: Tracks®, where guests receive an exclusive code to download a personal playlist curated by music pros and celebs for the ultimate soundtrack to the hotel experience; Picks®, offering fans a menu of 20 Fender® guitars for an in-room jam session complete with amps and Nixon headphones; and Mix®, where music fanatics match beats and remix like a pro with the in-room delivery of a Traktor Kontrol S2 mixer, a laptop loaded with digital mixing software and Nixon headphones. As a special encore to the amenity program, Hard Rock Hotel Daytona Beach will offer a recording studio for guests to record their own music to take home as a reminder of their rockin’ experience.

Internationally recognized as a world-class entertainment and lifestyle brand, Hard Rock Hotels & Casinos offer stylish and contemporary design, unparalleled service and the thread that unites them all – music. Hard Rock’s current Hotel and Casino portfolio is located in the world’s most enviable resort destinations, as well as urban gateway cities. The dynamic properties cater to the evolving and distinctive needs of today’s cosmopolitan, modern travelers, who seek a reprieve from traditional, predictable accommodations, whether for business or leisure travel, and who connect with the authentic and powerful Hard Rock vibe.

This project is subject to the execution of definitive agreements, securing financing and on certain approvals by The City of Daytona Beach and Volusia County.

For more information or to book a stay at any of the Hard Rock Hotels & Casinos, please visit www.hardrockhotels.com.

About Hard Rock International
With a total of 179 venues in 57 countries, including 141 cafes, 18 hotels and 8 casinos, Hard Rock International (HRI) is one of the most globally recognized companies. Beginning with an Eric Clapton guitar, Hard Rock owns the world’s greatest collection of music memorabilia, which is displayed at its locations around the globe. Hard Rock is also known for its collectible fashion and music-related merchandise, Hard Rock Live performance venues and an award-winning website. HRI owns the global trademark for all Hard Rock brands. The company owns, operates and franchises Cafes in iconic cities including London, New York, San Francisco, Sydney and Dubai. HRI also owns, licenses and/or manages hotel/casino properties worldwide. Destinations include the companies’ two most successful Hotel and Casino properties in Tampa and Hollywood, Fl., both owned and operated by HRI parent company The Seminole Tribe of Florida., as well as other exciting locations including Bali, Biloxi, Chicago, Cancun, Las Vegas, San Diego and Singapore. Upcoming new Hard Rock Cafe locations include San Jose, Ibiza, Chennai, Istanbul and Tenerife. New Hard Rock Hotel projects include Palm Springs, Aruba, Riviera Maya, Abu Dhabi and Shenzhen and Haikou in China. New Hard Rock Casino projects in development include Hungary and Northfield, OH. For more information on Hard Rock International, visit www.hardrock.com, www.hardrockhotels.com, www.facebook.com/hardrock.

About Bayshore Capital
Bayshore Capital finances and builds companies that create value in real estate, financial services and information technology. Our success is based on leveraging our proven strengths and strategic assets: experienced management, deal-making expertise, worldwide relationships, and access to patient capital. The Bayshore team has more than 75 years of cumulative experience and expertise in the real estate and hospitality industries, private equity, asset management, financing, as well as mergers and acquisitions. For more information on Bayshore Captial visit www.bayshorecapital.com.