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What was once an old cereal factory is on the cusp of opening as a $100-million-plus, 164-room, Hard Rock Hotel (HRH).

Located at Dundas Street and Kellogg Lane in east London, Ont., the hotel is a critical element in the redevelopment of the former factory as an entertainment destination.

“This hotel is part of a larger project that represents an investment of more than $100 million, highlighting the scale and ambition of the development at 100 Kellogg Lane,” said a member of the ownership team.

It will open with 164 rooms in its first phase, with plans to expand to 353 rooms in the second phase. Features included in the build are specially designed rooms with bunk beds to cater to families travelling with children as well as three distinctive dining outlets and retail spaces such as the iconic Rock Shop.

In the build, which is in the final stages, sustainability has also been prioritized, with energy-efficient lighting and plumbing systems integrated into the design.

“What truly sets this property apart is the extraordinary amount of custom work that has gone into its design. Every aspect of the hotel has been thoughtfully tailored to fit within the existing building, blending modern luxury with the rich history of 100 Kellogg Lane,” explains the project description.

“Locally sourced materials and craftsmanship play a major role in the hotel’s character, from custom stonework and millwork to locally commissioned artwork. One of the most striking design elements is the custom 30-foot-tall showpiece guitar,’ which embodies the Hard Rock brand’s and serves as a centrepiece for the property”

The HRH London will be part of Canada’s biggest tourist destination, Kellogg Lane, with its current attractions being: The Factory, Canada’s Largest Indoor Park; the Powerhouse Brewery; The Clubhouse, a mini-golf, indoor sports, dining and lounge experience; the Paradigm Spirits Co., that transforms cereal grains into spirits and beer; the Canadian Medical Hall of Fame; and the London Children’s Museum.

Ownership members say they have worked very closely with the City of London, and particularly with the entire team at Tourism London, who have been supportive as they work toward creating a unique destination.

The multi-facility destination came to be in 2016 after the Kellogg factory closed in 2014 – after almost a century in operation – and was purchased by The Cribbage Group who began transforming it into a tourist destination.

The concept of a HRH came from a longstanding relationship between the project’s stakeholders and Hard Rock International (HRI). Initial discussions revolved around a project in Memphis, but during those negotiations, a suggestion was made to explore the developments taking place at 100 Kellogg Lane.

After conducting market research, HRI deemed the location, halfway between Toronto and Detroit and close to the U.S. border, along with the existing attractions at 100 Kellogg Lane, as lucrative.

Brisbin Brook Beynon Architects served as the design team for the project and a schematic design received approval in the fourth quarter of 2021. This included the development of model rooms for HRI to review and approve.

The contract was awarded to Reid & Deleye Contractors in late 2022 with groundbreaking in early 2023. However, like many construction projects launched during the pandemic, the development faced challenges such as material and labour shortages and the complexity of co-ordinating Hard Rock’s brand design standards.

The build did proceed while adapting to changing conditions and modifications were made to address site-specific conditions while preserving the building’s historical significance.

Future development plans for 100 Kellogg Lane are currently in the early stages including the possibility of residential development, with reports the owners of Kellogg Lane have applied to build housing on a lot near the entertainment venue.

Ownership say they are “looking to see how the first phase performs before making any commitments for the future. We are very excited about all of the possibilities that we can bring to 100 Kellogg Lane and the surrounding areas.”