KALAMAZOO, MI – In 2021, Hard Rock Hotels announced plans for a new hotel at the historic Gibson guitar and mandolin factory at 225 Parsons St. in Kalamazoo. It was pitched as a hotel in the “Reverb by Hard Rock” portfolio, which is “a business-casual hotel concept designed to be an energetic cultural hub for connection, creation and inspiration among music fans, locals and travelers alike,” according to a 2021 news release.