The hotel brand Hard Rock International is a Caribbean player now, following its debut last month in Punta Cana, Dominican Republic, in a joint venture with Palace Resorts.
The official grand opening ceremony takes place in January with a celebration that will include celebrities, fireworks and lots of music.
The Hard Rock Hotel & Casino Punta Cana marks a transformation of the former Moon Palace Casino, Golf and Spa Resort on Macao Beach at the eastern tip of the island.
Palace Resorts' Punta Cana property opened in spring 2009, signaling the hotel company's foray into the Caribbean and its first as an all-inclusive.
Palace Resorts built its base in Mexico with 11 all-inclusive oceanfront resorts, spread from Cancun on the Gulf of Mexico to Riviera Nayarit on the Pacific coast.
The Moon Palace in Punta Cana was over the top in several categories when it opened as the largest hotel in Punta Cana and one of the biggest in the Caribbean in terms of rooms count: 1,791 units (Atlantis at Paradise Island in the Bahamas still tops out as the largest, with 2,300 rooms).
There were other "bigs" at the Moon Palace: 11 pools; 11 restaurants; 12 bars and lounges; the largest casino in the D.R.; enough meetings space to host a political convention; and two lobbies connected by a half-mile, marble corridor ringed by shops that had a credit-only, no-cash purchase policy.
"Now it's even better," said John Galloway, Hard Rock's vice president and chief marketing officer.
Hard Rock invested $25 million in the changeover to put its own strong, edgy signature on the resort.
As Palace Resorts explained it at the time the rebranding was announced last spring, "our brand is known in Mexico. We've been there for 25 years, but we are new to the Dominican Republic, and we realized we needed Hard Rock's name and brand to set us apart as a high-end luxury all-inclusive."
Hard Rock delivered.
"While this was a nice premium property before [the changeover], Hard Rock has a voice of its own. We don't follow a template, and we offer a global voice that is reflective of the local environs," Galloway said.
"Palace Resorts is a terrific partner who understands our brand," Galloway said. "They get it."
Changes
Etched glass panels were added in each guestroom to surround the sunken Jacuzzis tubs between the bedroom area and the sitting area.
The overall atmosphere of the resort "is now changed and highly charged. The property, while beautiful, is now far more lively at night," according to Galloway.
The nightclub Oro will open this winter, and "we will continue to ramp up the entertainment offerings," he said.
The weekly rate in the villas, which are expected to attract casino high-rollers, will be $25,000 a week, but the Hard Rock is offering several promotions this winter.
The $1,500 resort credit for stay of five to eight nights ($750 credit for up to four nights) can be booked through May 31 for travel through Dec. 23, 2011.
The credit can be used for room upgrades, tours, spa treatments, golf outings and wedding ceremonies.
In addition, more signs have been added to help guide guests around the 121-acre property. Each of the eight four-story buildings is named after a musical instrument.
A schedule of rock performances opens next spring at a resort venue near the on-site casino.
The casino has 457 slot machines and offers a sports book, which Galloway described as "part of the Dominican Republic culture."
Advance bookings for the winter season are 20% ahead of last year.
Hard Rock has 12 business managers in the U.S. who visit and assist travel agencies in promoting their resorts.
"Agents are our priority and our partners," Galloway said.