The renovation, which gives Hard Rock nearly 13,000 square feet of space, counts as the latest expansion on Lower Broadway, known for its crowded honky-tonk scene, playing country music and bluegrass long into the night.
Analysts say the national chain's investment — with similar projects undertaken at Hard Rock sites in New York, Dallas and Las Vegas — should boost sales and, at least in Nashville, provide another much-needed club setting for live music acts.
"Nashville needs more music venues," said Ray Waddell, senior editor of touring at Billboard magazine. "There are more artists that want to play than there are places for them to play."
RelatedNashville's Hard Rock CafeMusic venues in NashvilleHard Rock's renovation started in September — the restaurant's first major overhaul in 15 years.
Instead of wood panels, the restaurant's interior now features a modernized look with touch screens, white walls and exposed bricks. The restaurant has a second-floor space called the "Reverb Room" with about 160 seats, including those on an outdoor patio and 26 speakers projecting sound from an indoor stage. There's also standing room for more customers on the second floor and the patio.
"This is Music City, and to properly represent the marketplace, it makes sense to have an entertainment venue," said Alex Merchan, a Hard Rock regional marketing director.
Local bands set to play at the renovated Hard Rock said they're excited about the coming exposure. Live music will kick off on Dec. 15 with a $5 cover charge going toward charity World Hunger Year. The venue has been booked at least through the end of February with a variety of acts.
"I think the name (Hard Rock) does carry weight," said Steven Paul, lead singer and guitarist for Knoxville rock band After Elvis, which will play at the new site Jan. 2. "They have a national chain of respected venues and they always had respected artists."
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