Tourism officials pleased with Hard Rock Hotel chain signing off on Daytona as the 4th brand locale in the Sunshine State

Hard Rock Hotels in Florida / Headline SurferArtist renderings for Headline Surfer / Above is the larger display renderinger of the new hotel on Daytona's oceanfront that will carry the Hard Rock brand. In the trio of renderings below it are are the three collossal Florida Hard Rock Hotel destinations:
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DAYTONA BEACH, Fla. -- The brand for "Hard Rock" will appear in the pool of the hotel under construction on the oceanfront that formerly was the Desert Inn, labeled one of the dirtiest hotels in the US. 

And while the new hotel will carry the Hard Rock brand, it won't quite have the woeww factor of Hard Rock's must-see destinations in Tampa, Orlando and Hollywood. Still it will have some of the basic amentiities of the Hard Rock, minus the big-name concert acts, of course.

And i comes at a price that has left a sour taste in the mouth of some locals because it means further reduction of beach driving as a give-away by the county in exchange for a hoped-for boost in tourism. And that is something County Council members agreed in a unanimous vote earlier this yerar was a sacrifice worth making to see the project through.

And earlier on this Wedneaday afternoon, came word politicians and tourism officials alike were waiting on.

“From the gorgeous beaches to the NASCAR races that draw in hundreds of thousands of people each year, we’re thrilled to bring our product to visitors and locals alike in Daytona Beach,” Marco Roca, executive vice president of global hotel development at Hard Rock International, said in the company’s formal announcementm, released to Central Florida media outlets."

Editor's Note: This story is being updated.



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Henry Frederick is publisher of Headline Surfer®, the award-winning 24/7 internet news outlet covering the Daytona Beach-Sanford-Orlando metro area via for a decade now. A longtime cops & courts reporter focused on breaking news & investigative reporting, Frederick is among the Sunshine State's most prolific daily news reporters, having amassed dozens of journalism-industry awards in print anddigital platforms. Frederick is enrolled at Full Sail University in Winter Garden, FL, where he's three-fourths through the online Master of Arts program in New Media Journalism. His graduation is in August.