REVERB by Hard Rock planned for Pensacola

Hard Rock International has announced plans to bring its REVERB by Hard Rock hotel brand to downtown Pensacola as part of a major waterfront development planned along Pensacola Bay at Maritime Park.

According to the company, construction on the project is expected to begin in 2026, with the hotel anticipated to open in 2029. The Pensacola development will become the sixth REVERB by Hard Rock property announced globally, joining locations in Atlanta, Hamburg, Kalamazoo, Tampa and Scottsdale.

The music-focused hotel concept is designed as what Hard Rock describes as an “energetic cultural hub” intended to connect travelers, music fans and local residents through entertainment, technology and local experiences.

Plans for REVERB by Hard Rock Pensacola include more than 125 technology-enhanced hotel rooms, a full-service restaurant, rooftop bar, lobby lounge, quick-service dining venue, fitness center and meeting space for conferences and events.

The development will also feature a podcast recording studio designed for local creators and artists, along with a curated “REVERB City Guide” highlighting Pensacola-area restaurants, entertainment venues and cultural attractions selected by local artists.

The hotel is planned for Maritime Park near Pensacola Blue Wahoos stadium and Pensacola Bay, with views overlooking the waterfront and direct access to nearby attractions including the National Naval Aviation Museum and Pensacola Museum of Art.

Developers said the project would move forward under a proposed 100-year ground lease agreement with the City of Pensacola.

“Hard Rock is thrilled to keep growing our REVERB hotel portfolio with what will be the second planned property in Florida, this time in the heart of Pensacola Bay,” says Todd Hricko, senior vice president at Hard Rock International.

The project is being developed in partnership with The Dawson Company, a Pensacola-based development firm specializing in mixed-use projects across the eastern United States.

The design team includes internationally recognized firms such as Gensler, design firm Kravitz Design led by musician Lenny Kravitz, and engineering firm Thornton Tomasetti. Developers said the project is planned using mass timber construction techniques.

“With its roots in music, entertainment and philanthropy, Hard Rock is a wonderful partner for The Dawson Company to continue extending our real estate footprint,” says Tamara Bowens, president and chief operating officer of The Dawson Company.

Additional development partners include Pensacola native, Hall of Fame running back and entrepreneur Emmitt Smith through his company EJ Smith Enterprises.

Hard Rock International currently operates hotels, casinos, restaurants and entertainment venues in more than 70 countries worldwide.