Hard Rock Urges Guests to Play Hard and Purify Harder

ORLANDO, FL—In an effort to get guests to “play hard and purify harder,” Hard Rock Hotels has expanded its Sound Body wellness program with the launch of Rock Om, an in-room yoga experience, using the power of music to energize the body and soul.

“Our team is continuously exploring ways to incorporate music—our differentiator—into our guest experiences,” said Dale Hipsh, SVP of hotels with the brand. “It all began with The Sound of Your Stay, which allowed guests to check out Fender guitars to play in their room or be their own DJ with our Mix program. The success of The Sound of Your Stay led to us exploring music in spa treatments.”

In 2014, Hard Rock launched its signature Rhythm & Motion treatments, designed to take guests through musical journeys. “The Rhythm & Motion spa treatments opened our eyes to all the opportunities in the wellness space and what our guests seek in their wellness experiences,” he said. “Guests at Hard Rock play hard, but also want to, as we say, ‘purify harder,’ and we’ve found that they want to have fun and see the brand shine through as they visit our Body Rock workout facilities.”

Hipsh continued, “Since we have yoga practitioners within our team, Hard Rock’s director of music began learning about yoga festivals, such as Wanderlust, which incorporate music and wellness while rivaling other popular festivals like Coachella or Lollapalooza in attendance. Melding the Zen of yoga to the power of music is still very new to this ancient practice, yet aligns perfectly with the vibrancy of the Hard Rock brand.”

Hard Rock worked in collaboration with yoga equipment and apparel brand Manduka to provide guests with equipment to utilize during their stay. The program offers guests the brand’s spin on in-room yoga classes, combining original tracks by DJ Drez, with instruction by his wife, yogi Marti Nikko, on the brand’s Video On-Demand television channel. Select Hard Rock Hotels will also offer live, on-site yoga classes for those seeking to practice in a group atmosphere.

“As music is our brand’s differentiator, we really wanted to leverage Hard Rock’s connection to music and infuse this in our guest’s yoga experience,” he said. “When we began researching possible candidates to collaborate with, we came across the dynamic duo that is DJ Drez and Marti Nikko. DJ Drez is a renowned music producer, director, sound ambassador and yogi, and his wife, Marti, is a talented singer, songwriter and yogi. When we shared our concept, they were both aligned and eager to help bring our vision to life.”

The Rock Om videos are divided into three levels. Zenith helps guests unwind through calming meditation and tranquil breathing exercises. Zeppelin encourages guests to strike a pose and break a sweat to the beats and rhythm of high-energy Vinyasa flow. Zen allows guests to recharge their bodies and minds with the traditional movements of classic flow.

In addition to the videos, guests can order an in-room yoga kit either prior to arrival, at check-in or during stays. The kit includes a regionally inspired Yogitoes towel created by Manduka specifically for Hard Rock Hotels, a Manduka PROlite yoga mat and a Manduka Go Play carrier bag, all exclusive to the Rock Om program and available for purchase in the Rock Shop.

“Rock Om provides a fresh take on a timeless tradition, fusing together the serenity of yoga with the beat of music, and we’re beyond proud to have launched this program,” said Hipsh. “We look forward to sharing with our guests this customized yoga experience that allows them to refresh, rejuvenate and re-energize through the power of music from the comfort of their own room.”