NEWS
Hard Rock Hotel Gramado breaks ground in Brazil
Hard Rock International and Mundo Planalto have officially celebrated the groundbreaking of Hard Rock Hotel Gramado, marking the start of construction for a new hospitality development in one of Brazil’s leading winter destinations. The hotel is expected to open in late 2028 and will bring Hard Rock’s combination of hospitality, music, entertainment and lifestyle experiences to Gramado. The project is planned with 858 guestrooms and a broad range of leisure, wellness, dining and meeting facilities. The development also reinforces Brazil as a priority market for Hard Rock International.
The groundbreaking ceremony brought together executives, local authorities, partners and members of the Gramado community at the future project site. It was followed by a reception at Hard Rock Cafe Gramado, underlining the connection between the new hotel project and the brand’s existing local presence. For Hard Rock International, the event marks a concrete step in expanding its hotel platform in Brazil through cooperation with an experienced local partner.
Hard Rock Hotel Gramado is being developed in partnership with Mundo Planalto, which is leading the development and construction of the project. The company is also responsible for commercialization and management of the project’s fractional ownership model. Under this model, buyers acquire fractional ownership interests that grant access to premium accommodation and shared-use vacation experiences.
Hard Rock International will bring its global brand standards to the development and is expected to operate the hotel after construction is completed. This structure combines the brand’s international hospitality and entertainment platform with Mundo Planalto’s local development role. It also positions the project as both a hotel and a vacation ownership-style product designed around premium leisure demand.
The future hotel is planned to feature 858 guestrooms, restaurants, a coffee shop, a lobby bar and additional bar concepts. It will also include a spa, retail space, leisure areas, music-infused amenities, state-of-the-art technology and meeting facilities. The meetings offer is expected to include three ballrooms and breakout rooms, giving the development relevance for events as well as leisure travel.
The resort has been designed to reflect Gramado’s architectural charm and mountain lifestyle. The concept will combine upscale accommodation, wellness, gastronomy, leisure and entertainment in a setting aligned with the destination’s premium positioning. This makes the project well suited to a city known for colder climate, cultural events, seasonal programming, rich gastronomy and the landscapes of Serra Gaúcha.
The development is also expected to generate economic impact for the region through job creation and tourism development. By adding a large branded hospitality project to Gramado, Hard Rock International and Mundo Planalto aim to strengthen the city’s position as one of Brazil’s most sought-after leisure destinations. The project’s scale and mixed offer suggest it could serve both domestic tourism and broader hospitality demand linked to entertainment-led travel.
John Rees, senior vice president of hotel operations at Hard Rock International, and José Roberto Nunes, CEO of Mundo Planalto, are named in the announcement in connection with the project. Their involvement highlights the strategic nature of the development for both companies. With venues in nearly 80 countries and a brand identity built around music-centered experiences, live entertainment and memorabilia, Hard Rock International is positioning Hard Rock Hotel Gramado as a major new expression of its hospitality model in Brazil.
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