10 Nov 2021
Hard Rock reveals Rock Spa plans for Marbella
BY Megan Whitby
Global hospitality brand Hard Rock has revealed plans for a new location in Marbella, Spain, scheduled to open in June 2022.
The former Andalucía Plaza hotel complex is undergoing an extensive transformation into a 384-key Hard Rock Hotel and Rock Spa.
The company will operate the property for joint venture company comprising real estate investment adviser and asset manager Stoneweg Hospitality and private investment firm Bain Capital which acquired the Marbella hotel in June 2021.
In additon to the spa, Hard Rock Hotel Marbella will have six dining concepts, an indoor heated pool and gym.
Rock Spa puts a musical twist on traditional spa treatments, such as a sound vibration facial called Face the Music. Rock Spa's design is also influenced by music and includes treatment rooms styled like recording studios.
Fabio Longo, MD at Bain Capital, says: “When we acquired this hotel we understood its underlying potential given its prime location in the heart of Puerto Banús.
“By utilising our experience of real estate turnaround situations and operating assets, we’ve been able to reposition this hotel to create additional value on behalf of our investors. The hotel has performed well since we acquired it in June and its conversion to a Hard Rock will ensure its continued success.”
The resort is within walking distance of the beach, marina, luxury designer boutiques and upmarket bars and dining options, including eight Michelin-starred restaurants, while several golf clubs are a short drive away.
Hard Rock operates 36 locations throughout North America, South America, Europe and Asia, with five properties currently under development.
To read more about Hard Rock’s spa and wellness offering, head to Spa Business’ exclusive interview with the brand’s senior vice president of hotels Dale Hipsh.
The Hard Rock brand – originally founded in London, England – was acquired by The Seminole Tribe of Florida, a Federally recognised Indian Tribe, for around US$1bn in 2007. The Seminole Tribe is acknowledged as the only Indian tribe in America that never signed a peace treaty.
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