AN AFFORDABLY COOL, CONTEMPORARY HOTEL BRAND FOR MOVERS, SHAKERS AND CREATORS.

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Brett Lester
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2 AN AFFORDABLY COOL, CONTEMPORARY HOTEL BRAND FOR MOVERS, SHAKERS AND CREATORS.

REVERB BY HARD ROCK IS A UNIQUE COMBINATION OF THREE HOSPITALITY INGREDIENTS: DELIVER NEXT GEN SERVICE

STUFF Elevate the food & beverage, highlight the best of local, program/activate the public areas,

amping up the experience and mixing in Hard Rock sensibilities.

3 REVERB BY HARD ROCK IS A UNIQUE COMBINATION OF THREE HOSPITALITY INGREDIENTS: DELIVER NEXT GEN SERVICE The basics delivered flawlessly, with authenticity and sincere hospitality + AMP UP THE IMPORTANT STUFF Elevate the food & beverage, highlight the best of local, program/activate the public areas, incorporate healthfulness and integrate/enable adopted tech + Delivering on the basics, selectively amping up the experience and mixing in Hard Rock sensibilities. HARD ROCK INSPIRED Celebrate music and creativity, offer desirable merchandise, serve food & beverage with a kick and promote social/global positivity

4 // G U I D I N G P R I N C I P L E S // BEYOND THE BASICS. A fun and energetic kind of place with more than you d expect and exactly what you need.

5 // G U I D I N G P R I N C I P L E S // EFFICIENT WITH A HIGHER PURPOSE. Prototyped for low operating and development costs, high guest satisfaction and buzzworthiness.

6 // G U I D I N G P R I N C I P L E S // AUTHENTIC IN ALL THE RIGHT WAYS. Here, we celebrate the city that surrounds us: the food, the people, art, everything that makes being here worth it.

// P U B L I C S P A C E S // 01 STEP & REPEAT ENTRY 02 03 CONSTANT FLY-BY CHECK-IN COFFEE/BAR GRIND 04 COMMUNAL LOUNGE Digital signage, audio/video wall Bypass, self or assisted check-in pods

7 BRAND AMPLIFIERS Every Reverb by Hard Rock will contain Brand Amplifiers throughout the public areas and guestrooms that reinforce the unique DNA of the brand and extend Hard Rock hospitality to the on-property experience. // P U B L I C S P A C E S // 01 STEP & REPEAT ENTRY CONSTANT FLY-BY CHECK-IN COFFEE/BAR GRIND 04 COMMUNAL LOUNGE Digital signage, audio/video wall Bypass, self or assisted check-in pods Barista café by day and bar at night Lounge seating with communal tables that fosters creativity 05 CREATIVE ZONE 06 LOCAL ART & CRAFT VENDING 07 SOUND BOOTH 08 CO-WORKING MEETING SPACE Programmed indoor/outdoor creative zone featuring local artists sharing their latest songs, paintings, poetry and books Curated, cool, locally crafted collectibles Semi-private workspace/broadcasting studio A flexible conversion solution for meeting spaces // G U E S T R O O M // 09 MODULAR FURNITURE/ BEDDING 10 BRIGHTEN THE BATHROOM VANITY 11 EXPANDABLE SLEEP SPACE Illuminated, scalable, sensible and sensational Illuminated mirror, storage and vanity solution Porter beds and bunks add quality sleep space

8 // P U B L I C S P A C E S F L O O R P L A N // The Reverb by Hard Rock public spaces are designed for activation, comfort, style and productivity. 1 Step & Repeat Entry 5 Creative Zone 5 4 OUTDOOR LIVING ROOM 2 Fly-By Check-In 6 Local Art & Craft Vending 3 Constant Grind Coffee/Bar 7 Sound Booth 4 Communal Lounge 8 Co-Working/Meeting Space // S I T E P L A N // M W 7 TC 8 2 GUESTROOMS MEP REC 8 GUESTROOMS BOH EL 1 ST

9 STEP & REPEAT ENTRY A multi-sensory experience with integrated digital signage broadcasting audio/video content within artful cladding, extending from the outside into the lobby.

night. FLY-BY CHECK-IN Check-in is fully integrated into the activity and functionality of the lobby.

10 CONSTANT GRIND COFFEE/BAR We are serving locally-sourced hot and cold meals, snacks for dining in or to take away along with hand-crafted coffee throughout the day, and specialty cocktails and craft beers at night. FLY-BY CHECK-IN Check-in is fully integrated into the activity and functionality of the lobby. Guests can choose to be greeted and served, check themselves in, or bypass the desk and go straight to their rooms.

CREATIVE ZONE & COMMUNAL LOUNGE Adjacent to the lounge seating, the creative zone features local

11 VENDING & SOUND BOOTH Offering curated locally-crafted collectibles, plus practical co-branded items. A broadcasting studio and semi-private workspace in every lobby. CREATIVE ZONE & COMMUNAL LOUNGE Adjacent to the lounge seating, the creative zone features local artists sharing their latest songs, paintings, poetry and books. This programmed venue flows from indoors to outdoors, stage to seating area.

12 CO-WORKING MEETING SPACE Flexible workspaces for guests and local start-ups or gathering space for small meetings and events.

13 MODULAR FURNITURE / BEDDING Hard Rock Hotels Sleep Like a Rock bedding, power access and modular furniture components with integrated LED lighting. EXPANDABLE SLEEP SPACE A comfortable sofa and featured artwork conceal a premium extra mattress.

14 BRIGHTEN THE BATHROOM VANITY Illuminated mirror with integrated bluetooth speaker and adjustable/ expandable storage.

15 // A B O U T T H E B R A N D // An affordably cool, contemporary hotel brand for movers, shakers and creators. Reverb by Hard Rock is a unique combination of three hospitality ingredients: delivering on the basics, selectively amping up the experience and mixing in Hard Rock sensibilities. GUIDING PRINCIPLES Beyond the basics. Efficient with a higher purpose. Authentic in all the right ways. // F O R T O D A Y S T R A V E L E R S // Ambitious and curious. Motivated and in motion. On the go and off the clock, they re making things happen. Young and maybe not quite so. Left-brained and right. Getting there or just getting started, they re on their way. DEMOGRAPHIC TARGET Creative Class and Millennial Mindset Families and Pet-Attached Cost-Conscious Individuals and Small Teams TARGET MARKETS Gateway Cities, Desirable Secondary Markets, College Towns, Music Capitals and Up-And-Coming Destinations CHAIN-SCALE SEGMENT Upscale, Select Service, Design-Forward and Experience-Led // F U T U R E L O C A T I O N S // Over 50+ hotel deals in the pipeline. // D E V E L O P M E N T S P E C S // Reverb by Hard Rock is ideally designed for hotel conversions and adaptive reuse. General brand guidelines are as follows: $150,000/key development cost (excluding land) 100 to 150 guestrooms 1,500 3,000 ft 2 meeting space GUESTROOM AMENITIES Large smart TV that links with guests devices Quality coffee and tea Filtered water stations on-floor Paid, premium food & beverage Fitness facilities Upscale quality design requirements Illuminated and audioquipped vanity mirrors Premium Hard Rock bedding OTHER AMENITIES Lobby bar and bistro Fitness center SYSTEMS Efficient HVAC systems Curated audio/video entertainment, including Reverb radio station PROGRAM SUMMARY Public Spaces: approximately 6,000 ft 2 Guestrooms: approximately keys at 300 ft 2 Meeting space Pool and deck (market driven) Flawlessly fast wifi Keyless entry and access Mobile pay retail Back of House: approximately 10,000 ft 2

destination experience can be. OUR HISTORY In 1971, two shaggy-haired Yanks opened an American diner in an old Rolls Royce dealership in London.

That was just serendipity: Clapton wants to save his favorite table sure, we ll put the guitar on the wall.

16 HARD ROCK IS EVOLVING INTO THE MOST EXCITING, SOPHISTICATED AND ENERGETIC LIFESTYLE BRAND IN THE WORLD. // A B O U T H A R D R O C K // From exhilarating music to authentic memorabilia, innovative signature restaurants to electrifying public spaces, Hard Rock is redefining globally what a luxury destination experience can be. OUR HISTORY In 1971, two shaggy-haired Yanks opened an American diner in an old Rolls Royce dealership in London. It had nothing to do with market studies or target audiences. It didn t even have anything to do with memorabilia. That was just serendipity: Clapton wants to save his favorite table sure, we ll put the guitar on the wall. Four decades, 75+ countries and 175+ Hard Rock Cafes later, we re still saving tables for our rock star friends, and for millions upon millions of their fans. And in 1995, we doubled-down on rock n roll, with the very first Hard Rock Hotel & Casino at a hideaway location in Las Vegas. If a Hard Rock Cafe is like a concert experience, a Hard Rock Hotel is the backstage and after-party. Stylish, sophisticated, a little decadent and a lot deluxe. OUR MISSION We create authentic experiences that rock. OUR VALUES 1. Practice honesty, integrity and professionalism. 2. Encourage everyone to maximize their potential. 3. Take personal accountability for getting results. 4. Create brand excitement through innovation. 5. Deliver Amplified Service! OUR MOTTOS Love All Serve All All Is One Take Time To Be Kind Save The Planet

17 // F O R D E V E L O P M E N T I N Q U I R I E S // hotels@hardrock.com REVERBHOTELS.COM

Prototype Design Guide

2015 Choice Hotels International, Inc. All rights reserved. 06/2015/1,000. CAM-PROTO-15 CAMBRIADEVELOPMENT.COM Prototype Design Guide A fresh strategy. An untapped market. A smart new prototype. Insightful