One of the world’s leading music industry groups has joined with investors to create the new upscale international chain UMusic Hotels which has just debuted in Madrid, the first property of the company with plans to expand further in Europe and open in the United States and Latin America over the next several years.
“We want to do more for our guests by combining hospitality, entertainment and creativity, fostering community involvement,” explained UMusic Hotels President of Hospitality Jordi Solé.
The chain is a joint effort by global music giant Universal Music Group and entertainment investment group Dakia U-Ventures, with Miami-based UMusic Hotels as manager.
“We are providing guests with a different kind of stay, disrupting the hospitality industry by not just hosting musical events but also bringing in emerging talent to all our venues to serve as cultural and creative hubs,” the executive said.
Entertainment offering
Situated just steps from the Spanish capital’s central Plaza de la Puerta del Sol, the five-star Madrid hotel features 130 rooms and suites of five categories and is integrated into the building housing the city’s iconic Teatro Albéniz with which the hotel shares the lobby.
“It was a wise decision for UMusic Hotels to debut in Madrid as this city has become the European and world capital of entertainment and culture,” Solé said.
“We’re more than a hospitality brand that just has a musical component. UMusic Hotels offer something unique and I don’t see another brand like ours out there. While others may have amazing décor and design, we add true musical content and support emerging artists while also contributing to the community.”
“All our properties will have dedicated entertainment spaces depending on the size from a 25,000-seat stadium to a 100-seat club,” he said.
Universal Music Group, which operates in 60 countries worldwide, is to provide its roster of Spanish and international artists to appear at the hotels. At present, Spanish film star and director Antonio Banderas is appearing at the Teatro Albéniz in a production of Stephen Sondheim’s “Company.”
The musical bows out in mid-February before Spanish pop star David Bisbal takes over the theater for an extensive run.
Built in the 1940’s, the 898-seat theater and the building now housing the rooms and suites underwent extensive renovations carried out under the direction of General Manager Raul Palomo whose 40-year career in the hotel business has included stints at Meliá, NH and other leading international brands with many openings and rebrandings under his belt.
“As usual with openings there were some challenges, in this case converting the theater and getting the refurbishment done,” he said. “But it has turned out wonderfully.”
The hotel’s décor reflects the music theme with murals in the public areas depicting pop idols Freddie Mercury and Amy Winehouse, along with flamenco stars Cameron de la Isla and Paco de Lucia providing the local vibe.
Other common spaces include a vinyl library for guest use, a small gym, a rooftop bar and music venue with all-around views of the city, an outdoor pool with a bar, a restaurant featuring local specialties and a “quiet terrace” for guests seeking a respite from the vibrant city below.
“Eventually, we plan to have the hotel serve as an educational space for guitar lessons for underprivileged children, for example,” the general manager said.
Rooms boast small, Bluetooth-capable Marshall amps with high-end speakers in the ceilings, separate showers, bathtubs and toilets, and some suites have small gardens.
“We provide our guests with high-thread-count sheets and towels, premium bottled mineral water and the minibars are stocked with Spanish snacks like olives and almonds,” Palomos said.
“And everything in our rooms is crafted as much as possible from sustainable and local materials.”
The complex is owned by Silicius Real Estate, a Spanish REIT owned by Mazabi Group.
Expansion plans
Further UMusic properties are being planned for Biloxi, Mississippi; Atlanta, Georgia and Orlando, Florida in the United States, along with others in Europe and Latin America with Solé saying opening dates are to be disclosed in the near future.
The chain is looking at a 2024 start date for its hotel in the Colombian coastal city of Barranquilla where it is to be incorporated into the massive Arenas del Rio entertainment, sports and retail complex, with each of the 250 rooms providing direct views of the events.
“In our future Colombian property, we will host Colombian and Latin American stars, among others,” Solé said.
The executive explained that the chain’s demographic target is not based on age but rather on “people who appreciate the company’s value proposition of experiencing great music and entertainment while enjoying a high-level customer service.”
“UMusic Hotels provide an option for those who don’t just want a traditional luxury experience but instead are looking for upscale properties which breathe music and culture and at the same time are intimately connected with the community.”
Palomo and Solé say they are confident the hotel will be a success despite the recent challenges to the industry as travel, and especially the luxury sector, is now taking off and helped by the property’s uniqueness.
Madrid has seen a slew of recent five-star openings but the general manager said he is not concerned that there may be an oversupply in the market. “In fact, the city needs more five-star properties,” Palomo argued.
Solé concurred, telling Hospitality Insights: “Travel is coming back and we expect that hotels with a value proposition centered around experiential hospitality and entertainment will continue to grow.”