Iron Maiden Open Refined Hotel

For rockers, hotels just ain't what they used to be. It's awfully hard to throw a TV off the balcony when it's a flush-mounted flat-screen. And if you tried racing your motorcycles down the hallways, security would be on you like ugly on an Iron Maiden roadie.

Old-school rock 'n' roll is officially dead at a new London hotel backed by the management of the long-running metal band Iron Maiden. The posh new destination, Sanctum Soho, will feature a 24-hour bar, a rooftop hot tub and mini-bars cleverly built inside amp stacks. What it will not feature is hotel behavior befitting Keith Moon or Keith Richards in their heyday.

That's partly due to the fact that the men of Iron Maiden are among the most refined in the annals of hard rock. Singer Bruce Dickinson is a fencing fan and part-time airline pilot, and guitarist Dave Murray and drummer Nicko McBrain are both avid golfers.

Still, when asked by London's Sunday Times about the prospects for a tidy, orderly rock 'n' roll hotel, an expert at the world's leading commercial property adviser politely declined to speculate. "Iron Maiden is a strong brand," he said. "Whether their room would be left in the state you would wish to find it, I can't say."