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Hard Rock Hotel considers Daytona Beach move -- again

VOLUSIA COUNTY, Fla. — After years of rumors and deals falling through, it looks like the Hard Rock Hotel could move to Daytona Beach.

Officials with Hard Rock told Channel 9's Mike Springer that it plans to open up at the site of the Old Desert Inn at 900 N. Atlantic Ave.

The Hard Rock would be the fourth in Florida.

“I love Hard Rock. I go to Hard Rock out in Tampa. I go out there constantly. The casino, we stay there, so yeah, if they had a Hard Rock here, I would definitely go, that's for sure,” said vacationer Luis Pujo.

It's not the first time Hard Rock has considered Daytona Beach. Plans for a location on Leonex Avenue were scrapped last August after lawsuits over beach driving.

Volusia County Chair Ed Kelley told Eyewitness News that he believes it will happen because of the developer's reputation in the community.

The deal means no beach driving for 410 feet in front of the hotel.

Calls to the Hard Rock and developer were not returned for comment.

Hard Rock could be open by the end of this year.