New Universal Hotel Coming to Orlando, but Not Universal Orlando

October 21, 2020, 12:12 PM · Universal is opening a new hotel in Orlando. But it's not what you might think.

The new Orlando hotel is not coming from Universal Parks and Resorts, but from the Universal Music Group. Despite sharing the iconic Universal globe in their logos, the two are actually separate companies, with UMG being owned by Vivendi, the French conglomerate that owned Universal Studios (and the Universal theme parks) before selling it off to then-NBC owner General Electric back in 2004. (NBCUniversal is now part of Comcast.)

The new UMUSIC Hotel in Orlando will be one of three such hotels nationwide, with the others going to Atlanta and the Gulf coast resort town of Biloxi, Mississippi. Additional locations will be announced at a later date, UMG said in a press release.

"Through music's unique power to inspire and unite – especially given UMG's unparalleled roster of artists and labels – UMUSIC Hotels will both highlight these cities' rich music heritages and provide new opportunities for artists to reach fans in immersive, innovative and authentic ways," Universal Music Enterprises President and CEO Bruce Resnikoff said.

UMUSIC Broadwater Hotel in Biloxi
Concept art of the interior of the UMUSIC Broadwater Hotel in Biloxi

From the company's press release, "UMUSIC Hotels will create immersive experiences for fans, guests and artists alike, with music and entertainment at the forefront of design and guest experience all around the globe. As part of their commitment to the local community, each property will be skillfully designed to complement the city landscape and authentically incorporate elements of the local music scene. The UMUSIC Broadwater Hotel in Biloxi will seamlessly integrate a stunning performance venue and a luxury hotel with an immersive architecture style. In Atlanta, the UMUSIC Hotel will include a holistic entertainment venue. UMUSIC Orlando’s design will similarly reflect a music-first experience for guests."

UMG is partnering with Dakia U-Ventures on the development of the hotels. Pyramid Hotel Group will be the operator, providing another point of difference with Universal Orlando, where the hotels are operated by Loews Hotels.

No location or timetable for the Orlando property was announced.

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Replies (6)

October 21, 2020 at 12:24 PM

Now doesn't seem like a good time to invest in music venues. Some point soon the music industry is bound to pivot its primary revenue model away from live events - this after it had shifted over the last decade to focus more on live concerts.

The live event market is going to take years to recover from the pandemic (if it ever does), and building massive venues like this is just a waste of both financial and emotional resources right now.

October 21, 2020 at 12:34 PM

I think this is very interesting. Once people are able to attend live events, they are going to be starving for content. I will agree that any big investment in hotels/entertainment venues right now must be done with both eyes focused sharply on the future with the ability to hold off until times are better, but once they are...people will clamor for this. Based on the above artist concept, it looks like the guest rooms will afford luxury box style viewing of the shows.

October 21, 2020 at 12:44 PM

Well, if you erase the crowd on the floor, you have a relatively Covid-compliant way to do a live concert. Just watch from your room.

October 21, 2020 at 12:45 PM

I would love to have the opportunity to go to some concerts like this. If for no other reason to have a camera on a tripod to get some great photos.

That being said, that type of vantage over the people in the seats below could lead to another mass shooting like the vegas music festival shooting in 2017.

October 21, 2020 at 1:31 PM


October 22, 2020 at 12:09 PM

Tracy I wish you were wrong but a VERY valid point! Doesn't seem safe

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