HardRock-execs-MexicoHard Rock International will enter the Mexico market with the rebranding of all-inclusive Palace Resorts properties in Cancun, Puerto Vallarta and Riviera Maya.

Each hotel will remain open under the Palace Resorts brand during the conversion process.

The 601-room Cancun Palace will become the Hard Rock Cancun this winter, followed by the conversion of the 348-room Vallarta Palace to the Hard Rock Puerto Vallarta next spring.

The Hard Rock Hotel Riviera Maya will combine two adjacent resorts: the 489-room, family-oriented Aventura Cove Palace and the 777-room, adults-only Aventura Spa Palace.

The first phase of the combined Riviera Maya resort will debut next fall.

“Cancun, Puerto Vallarta and Riviera Maya are perennially popular Mexican vacation spots and a natural draw for Hard Rock patrons,” said Michael Shindler, Hard Rock's executive vice president, hotels and casinos.

“Our growing presence in Latin America, led by the 1,499-room Hard Rock Panama Megapolis opening in Panama City in December, reflects the brand’s broader international growth strategy.”

The Mexico resorts feature in-room Jacuzzis, a selection of dining venues, top-shelf drinks, 24-hour room service and live entertainment.

All three will offer Hard Rock’s signature Rock Star suites and will showcase a collection of memorabilia from music artists. Each will host concerts and other on-site events.

Hard Rock International entered the Caribbean market last November when it reflagged the former Moon Palace Resort as the Hard Rock Hotel & Casino Punta Cana in the Dominican Republic.

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