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With a presence spanning more than 74 countries, Hard Rock International announces the expansion of its hotel portfolio, with the opening of Hard Rock Hotel Madrid in 2019. Working in collaboration with European real estate specialists, ActivumSG Capital Management Ltd. (ASG) Hard Rock will bring its signature vibe to this historic metropolitan city with the development of the new 159-room music-centric hotel.

“We are pleased to join forces with ASG, a company who shares in our vision, integrity and dedication to quality,” states Todd Hricko, Senior Vice President and Head of Global Hotel Development. “Hard Rock Hotel Madrid will bring a fresh, music-inspired destination to the city, and we look forward to offering guests authentic experiences that rock.”

Situated within a prime location in the heart of the vibrant city, Hard Rock Hotel Madrid will be located opposite the historic Museo Nacional Centro de Arte Reina Sofía in the Atocha district of Madrid, providing guests with ease of access to local sightseeing and cultural exploration. The Royal Botanical Gardens, the world-famous Museo Nacional Del Prado and Madrid’s largest railway station and hub of the high speed train network AVE are also nearby. 

Regionally inspired food and beverage offerings will be available on-site, as well as a Constant Grind coffee bar and the brand’s signature restaurant, Sessions. Guests will enjoy photo-worthy panoramic views of the Spanish capital from the Rooftop Bar and Terrace, featuring a luscious open-air urban garden.

ASG acquired the site of the soon-to-be hotel when it was a municipal office building, and is leading an extensive €25 million programme to reposition it as an upper upscale 4 plus star hotel. Brian Betel, Managing Partner of ASG Iberia Advisors, said, “This is a classic ASG investment. We saw that this office building had far more untapped potential as a hotel given its proximity to Madrid’s major attractions, business center and shopping quarter. We are unlocking that value for our investors and Hard Rock Hotels’ unique brand will make an exciting contribution to the area. Selecting such a distinguished operator as Hard Rock Hotels is a major step forward in our business plan for this asset and our broader strategy in Spain. Our choice of Hard Rock stems from its renowned brand, its experience as an operator and its international reach.” 

Accommodating both business and leisure travellers, Hard Rock Hotel Madrid will boast a number of brand-signature amenities, such as Body Rock® fitness centre and Hard Rock’s exclusive wellness program, Rock Om®, which provides a fresh take on in-room yoga, infusing the beat of music with the ancient serenity of yoga. There is also the one-of-a-kind The Sound of Your Stay® music amenity program, allowing guests to set the mood with complimentary vinyl players and records or rock out on a Fender guitar during an in-room jam session, complete with an amp and head phones. The property will also be home to the brand’s iconic Rock Shop®, which provides guests the opportunity to purchase t-shirts, hats, and other branded apparel. For more information or to book a stay at any of the Hard Rock Hotels & Casinos, please visit

About Hard Rock International

With venues in 74 countries, including 185 cafes, 27 hotels and 12 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 most valuable 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 company’s 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 Atlantic City, Bali, Cancun, Daytona Beach, Ibiza, Orlando, Shenzhen and San Diego. Upcoming new Hard Rock Cafe locations include, Maldives, Manila, Malaga, Georgetown, Fortaleza, Rosario and Chengdu. New Hard Rock Hotel, Casino or Hotel & Casino projects include Berlin, Budapest, Desaru Coast, Dublin, London, Los Cabos, Maldives, New York City, Ottawa, Sacramento, Dalian and Haikou in China. In 2018, Hard Rock International was recognized as a Forbes Magazine Top Employer for Women. For more information on Hard Rock International visit

Contact: Suzi Hansen / 850-668-2222

About ASG

ASG is a Jersey-based real estate investment manager focused on Germany and Spain. The group was founded in 2007 by Saul Goldstein after he left Cerberus, where he held a variety of senior roles. ASG currently has five discretionary closed-end real estate funds under management with a combined initial equity commitment of €1.5 billion. ASG funds invest in high quality properties and real estate-backed businesses with significant unrealized potential. Through hands-on asset management by its local teams, ASG repositions properties so that they generate the stable cash flows that appeal to prospective institutional buyers. ASG is regulated by the Jersey Financial Services Commission.  For more information, visit the website at

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