Old East Village community hopeful new Hard Rock Hotel will boost tourism in the area

A new Hard Rock Hotel opened its doors in London's Old East Village (OEV) district on Wednesday, and the community says it's hopeful the new addition will help revitalize their neighbourhood that's been struggling in recent years. 

The hotel is located in an old cereal factory at 100 Kellogg Lane, which is now part of a large entertainment complex that also houses the new London Children's Museum, The Factory indoor play park, along with shops and eateries. It's minutes away from the Western Fair District and downtown. 

However, the neighbourhood has dealt with years of ongoing construction projects, crime, open drug use and an over-concentration of social services, that have all played a role in declining foot traffic causing some businesses to shut down after decades. 

"We certainly recognize this is a neighbourhood that is in transition and there are really exciting things ahead for it, and we want to be a part of the growth of this neighbourhood and the overall improvement of it," said the Hard Rock Hotel's general manager Brendon Ainscow.

"We think location is a really important factor when people choose a hotel but vision is also incredibly important."

The hotel in London is the Hard Rock International chain's first site in Canada and was chosen in part, due to the expansions and increasing activity at 100 Kellogg Lane and London's designation as the country's UNESCO city of music, said Ainscow. 

"It just made it a perfect fit," he said. "Not only does this brand align with what's going on here at 100 Kellogg, but it really aligns with the strategies of the city moving forward to really create more of a music-centric culture and more music education and performances here in the city."

The 164-room facility includes specialty suites and family-style rooms with terrace suites and "ultra-elevated rockstar rooms." Other amenities include an indoor/outdoor pool that has cabana seating and an underwater sound system, a 1913 speakeasy with cocktails giving an ode to the building's history as a cereal factory, the Rock Shop and music memorabilia from Canadian artists. 

Rooms range from $400 to $800 and some packages include passes to The Factory and breakfast. 

Kevin Morrison, the head of OEV's business improvement area (BIA), said a large international chain being drawn to OEV goes to show the neighbourhood's potential, he said. 

"This hotel is going to be a huge change in perception, but it also says that others are believing in the area. We are going to be the go-to place when it comes to a destination and it's right here in the east village," said Morisson, who attended the hotel's opening on Wednesday, adding the BIA is already receiving lots of interest from private investors. 

"It's going to be a win-win for everybody and [businesses] are looking forward to the increased foot traffic and welcoming people locally, across Canada and internationally. It's a great way for us to introduce what we have to offer here."

More tourists in the area will boost OEV's small businesses and restaurants, but local business owner Gord Inglis said the city needs to hurry and finish up construction which has caused lots of disruptions.

The area's appearance outside the complex is equally as important to draw more visitors, but construction creates a hurdle for that to happen, he said. 

"Things go very slow in London and it's very challenging because of the construction," said Inglis, the owner of Inglis Cycling Centre on the nearby McCormick Boulevard.

"I just hope that London understands that they have a corporation that's put hundreds of millions of dollars into an entertainment area and hotel, and people will want to go walk around. We need to have this area represent London in a beautiful way."