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Hard Rock Hotel Palm Springs seeks $1.5 million in crowdfunding

Hotel and Accommodation IndustryOnline AdvertisingCredit RatingsCoachella Valley Music and Arts FestivalPersonal ServiceKickstarterU.S. Securities and Exchange Commission

If you're on your way to or from the sun-baked Coachella Valley Music and Arts Festival this weekend and get the urge to become a hotel owner, you may be in luck -- as long as you have at least $10,000 to spend. 

Hard Rock Hotel Palm Springs is seeking at least $1.5 million in online crowdfunding from individuals to bring new acts to the hotel, make improvements to its Rock Spa and maybe add a nightclub.

Perks for investors will include free use of the hotel-owner poolside cabana, 25% discounts on room rates and free room upgrades.

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Naturally, this isn't quite a Kickstarter for real estate.

The individuals who want a slice of the hotel must be "accredited investors," defined by the U.S. Securities and Exchange Commission as having annual income of $200,000 per individual or $300,000 per couple, or a net worth of more than $1 million not counting the value of the primary residence. 

According to Realty Mogul, the Beverly Hills-based tech company behind the campaign, this is the first attempt to crowdfund a U.S. hotel online. 

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"People have an easy way to diversify their investment portfolios into commercial real estate and participate in opportunities previously available only to a select few," said Jay Samit, Realty Mogul's executive chairman, in a statement. 

Hard Rock Hotel Palm Springs, which is majority owned by Kittridge Hotels & Resorts LLC, has partnered with Goldenvoice, the promoter of the Coachella festival in Indio, to put on electronic dance music-themed pool parties during the event.   

So maybe the combination of heat, dust and rave music will inspire some investment activity. 

Individuals can put up as much as $3 million each. 

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ryan.faughnder@latimes.com

Twitter: @rfaughnder

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