Southwest Michigan is getting a new Hard Rock-branded hotel soon.

Hard Rock Hotels, part of a chain that showcases rock and roll memorabilia in 69 countries, will soon move into a space in Kalamazoo where some of rock’s greatest guitars were produced.

A new Hard Rock Reverb Hotel will occupy the former Gibson guitar manufacturing site on Parsons Street. It was the founding location of Gibson Mandolin and Guitar in 1917.

Local food, music and entertainment will be spotlighted at the new location, which Hard Rock hopes will be finished in the Fall of 2023.