Times Square Hard Rock Hotel is a slap in the face to NYC

Simply off of Occasions Sq., on the block of forty eighth Avenue between Sixth and Seventh avenues, as soon as stood Music Row.

From the Thirties to 2018, the world was residence to eclectic retailers like Sam Ash that offered devices and different musical accouterments to the likes of Jimi Hendrix, Eric Clapton, the Rolling Stones and The Beatles. Heard of ‘em?

There was nothing else prefer it in New York Metropolis or wherever else on this planet, for that matter.

These days, nonetheless, I consult with that unhappy stretch of asphalt and inexplicable mildew odor as Chipotle Method or Scaffolding Avenue, relying on which facet I enter from.

However one opportunistic, infamously cheesy conglomerate would have you ever imagine that the enduring Music Row is again and thriving. That grasping constructing house owners didn’t boot out a few of the final vestiges of distinctive neighborhood character in Midtown in favor of bong shops and espresso bars. That Ringo Starr would possibly roll as much as buy new drumsticks any day now.

That might be the brand new Exhausting Rock Resort, the newest outpost of the memorabilia and kitsch model that surprisingly nonetheless exists. It joins Jimmy Buffett’s Margaritaville Resort, Bubba Gump Shrimp Co. and David and Buster’s as companies that make me suppose, “Maybe Mayor Adams ought to attempt bringing again the XXX film theaters and crack sellers!”

But someway the Exhausting Rock is the largest slap within the face of all of these schlock factories as a result of it so flagrantly steals from the rubble it’s standing atop. One of many three theaters it homes is even referred to as “The Venue at Music Row.” Oh, please.

Musicians like Jimi Hendrix and Ringo Starr used to shop on Music Row at stores such as Sam Ash.
Musicians like Jimi Hendrix and Ringo Starr used to buy on Music Row at shops akin to Sam Ash.
Lorenzo Ciniglio for NY Submit
The new Hard Rock Hotel in Times Square in Manhattan, NY on April 29, 2022.
Inside the brand new Exhausting Rock Resort in Occasions Sq..
J. Messerschmidt for NY Submit

Inside, the Exhausting Rock is considerably extra elegant than its worldwide brethren of lodgings and chicken-finger-filled cafes. I searched and looked for considered one of ZZ Prime’s beards stapled to a wall, however didn’t even spot stubble.

Then I squeamishly encountered the ground-floor Rock Store, the place you may’t purchase guitars from grasp craftsmen who’ve honed their artwork for many years, however you may take residence a Exhausting Rock-branded sequined bomber jacket for $150. And for these of you who actually embrace the intercourse, medicine and rock ‘n’ roll life-style, choose up a croissant within the well-lit hooked up bakery. 

Why not go even more durable, man? Up in your room you are able to do “RockOm” yoga, or have a Fender guitar delivered so that you can poorly play whereas filming Instagram movies — with headphones. Occasion on, losers!

NEW YORK - JULY 28: For Pulse. Music Row, on 48th St and 7th Ave, is going to be closing its door at the end of the month, pictured July 28, 2015.
Music Row on forty eighth Avenue and Seventh Avenue in 2015.
Anne Wermiel/NY Submit
The second ground of the brand new lodge has the standard music memorabilia throughout its partitions.
J. Messerschmidt for NY Submit

Making my manner upstairs to the bar and restaurant, I began to see the everyday trinkets, however they made me extra nauseous than in Florida or Las Vegas. New York, in contrast to Orlando, already is a museum of music historical past with out having to resort to such company gimmickry.

Behind one glass pane was a love letter despatched by Frank Sinatra to his then-wife Mia Farrow. Good. However why not as an alternative go to one of many Chairman of the Board’s favourite New York hangouts only a few blocks away? The Russian Samovar on 52nd Avenue was as soon as referred to as Jilly’s Canteen the place Sinatra would spend many an evening. The bar upstairs has been stored as is — not knocked down and commodified by a 446-room lodge. 

Then there have been Woman Gaga’s silver boots she wore to the 2018 Grammy Awards. The Little Monsters are absolutely plotting to steal them even now. As a substitute of getting arrested, head all the way down to the Bitter Finish within the West Village, the place Gaga carried out when she was nonetheless referred to as Stefani Germanotta.

The handwritten lyrics to John Lennon's "New York City" are on display, but you can experience John Lennon's New York City by visiting the Dakota.
The handwritten lyrics to John Lennon’s “New York Metropolis” are on show, however you may expertise John Lennon’s New York Metropolis by visiting the Dakota.
J. Messerschmidt; Getty Photographs
The new Hard Rock Hotel in Times Square in Manhattan, NY on April 29, 2022.
Guests try memorabilia within the new Exhausting Rock Resort in Occasions Sq..
J. Messerschmidt for NY Submit

John Lennon’s 1971 handwritten lyrics to “New York Metropolis” are a candy discover. Extra transferring, and chilling to at the present time, although, is standing outdoors the Dakota, the place the Beatle lived and was murdered by Mark David Chapman.

Each block on this metropolis has a narrative like that. I simply discovered that I stroll by Bob Dylan’s first NYC house each single day (161 West 4th Avenue) and had no clue. However, oh, the Exhausting Rock has considered one of his guitars, so why trouble venturing past the neon lights of Midtown, with its comforting Krispy Kreme and brutally scorched meats on a bun?

Occasions Sq. is quick turning into Epcot with crime, or Las Vegas with out a miniaturized St. Mark’s Sq.. It’s a travesty.

Right here’s the chilly, Exhausting Rock fact: The Crossroads of the World ought to maintain onto extra issues which might be proudly, unmistakably and unapologetically New York. And screw the remainder.

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