In a city where colorful row houses cling to steep hills and the Atlantic crashes against rocky shores, St. John's has found its groove with the JAG Hotel. This isn't your typical boutique property – it's what happens when a music-obsessed hotelier decides to turn his passion into a 169-room love letter to rock and roll.
Where Music Meets Marble
Step through the doors and you're immediately hit by the thrum of classic rock drifting through the lobby. Keith Richards' portrait gazes down from behind the Exile Lounge while Tom Petty, hat and all, strums his guitar from a nearby wall. This is the vision of John Steele, whose family sold Newfoundland Capital Corporation for $524 million, and who has spent years collecting original artwork, signatures, and memorabilia from the Rolling Stones, David Bowie, and Bob Marley.
The interior design pulls no punches – think blinged-out sofas, glowing ambient lights, and polished marble surfaces mixed with eclectic art and brass accents. It's Dubai meets Las Vegas with a distinctly Newfoundland twist. The hallways pulse with carefully curated playlists while portraits of music legends line the corridors. Every piece of artwork has been hand-picked by Steele himself, creating what staff describe as anything but "cookie-cutter."
The hotel sprawls across two connected buildings: Rhythm, the original structure housing the signature Exile restaurant, and Blues, the newer addition that dramatically expanded capacity and brought with it the JAG Soundhouse venue.
Exile: Where Local Meets Legend
Exile restaurant
Exile Restaurant operates as the hotel's culinary heartbeat, serving breakfast through dinner in a space dominated by Rolling Stones memorabilia. The kitchen champions locally sourced ingredients – no small feat on an island where cattle grazing proves challenging due to boggy terrain.
The menu makes the most of Newfoundland's coastal bounty with offerings like steelhead trout served with black rice, edamame, and apple preserves. Starters include standout dishes such as fried halloumi salad dressed with smoky tangerine. The restaurant has cultivated a devoted local following, with warm service complementing the music-themed atmosphere.
The attached Exile Lounge extends the experience into evening hours, where award-winning bartenders craft original cocktails. The cucumber gin and red pepper margarita – spiked with lime and Thai chiles – have earned particular praise from both locals and travelers.
Zimmy's: First Impressions Matter
Zimmy's bar
Named after a musical legend whose lyrics "forever changed music," Zimmy's serves as your first encounter with JAG's personality. Located on the main floor, this stylish lounge embodies what the hotel calls "timeless, bold, and effortlessly cool."
The space offers a full menu of expertly crafted dishes alongside signature cocktails, but the real magic happens when live performers take the stage. With regular performances planned, Zimmy's positions itself as the place "to be and be seen" – where music, atmosphere, and conversation create an irresistible energy.
Mojo: Speakeasy Sophistication
Mojo bar
Tucked away like a well-kept secret, Mojo operates as JAG's speakeasy-style cocktail bar. This intimate space offers a more subdued alternative to the hotel's livelier venues, perfect for unwinding after exploring St. John's or before catching a show at the Soundhouse.
The atmosphere leans toward sophisticated conversation over carefully crafted drinks.
Rooms That Rock
The 8th floor
The 169 rooms span multiple categories, each adorned with artwork celebrating iconic musicians. Some focus on particular artists or bands, creating themed spaces that feel more like curated galleries than standard hotel rooms. The cream and grey color palette keeps things sophisticated while floor-to-ceiling windows offer views of the city, harbor, or shipping yard.
Standard amenities include air conditioning, large cable TVs, mini fridges, Keurig coffee machines, and complimentary Wi-Fi. Bathrooms feature rainfall showers and – in a distinctly Newfoundland touch – organic toiletries crafted with iceberg water.
The King Rooms, dubbed "Sleep Like The King," deliver bold design and modern comfort with plenty of space to spread out.
These rooms epitomize what JAG calls "sleek, stylish, and effortlessly cool," setting the scene for stays that hit the right note.
Bow Chicka Wow Wow Suite
For those seeking something more adventurous, the Bow Chicka Wow Wow Suite turns up the heat with its glass-walled shower facing the king-sized bed. The suite includes a luxurious soaker tub, stylish seating area, and sensual lighting, all framed by harbor views. It's designed, as JAG puts it, for nights that "take on a rhythm of their own."
Revival Pool
The Revival pool area continues JAG's music-infused approach to hospitality, though specific details about this amenity remain closely guarded. Like everything else at JAG, expect the pool experience to blend wellness with the property's signature rock and roll aesthetic.
JAG Soundhouse: Where Music Lives
Soundhouse
The crown jewel of JAG's expansion, the JAG Soundhouse accommodates 1,600 guests across two stories of cutting-edge acoustics and lighting. Musicians consistently rave about the venue's sound quality, with many calling it the best they've ever experienced.
The space handles everything from intimate acoustic sets to full-band concerts, with dynamic lighting and exceptional acoustics ensuring every performance resonates with stunning clarity. Corporate events and local band showcases both find their home here, positioning JAG as a premier destination for live music in Atlantic Canada.
Located in downtown St. John's just steps from the George Street entertainment district, JAG Soundhouse has transformed the hotel into more than just accommodation – it's become a cultural destination where music takes center stage.
115 George St W, St. John's, NL A1C 0B7, Canada
