Hard Rock Florence, AL, a new-build hotel project slated to open in early 2028.
The contemporary hotel will contain approximately 155 rooms with views of the Tennessee River and more than 2,000 sq. ft. of meeting space catering to business travelers and event planners. Guests will have the opportunity to connect with the rich soul, R&B, rock, and blues heritage of the area through local events, entertainment and dining experiences.
“Hard Rock is thrilled to work with the team at Sak Capital Partners and to watch them develop an incredible new Reverb by Hard Rock property in Florence that celebrates the area’s music legacy while also stimulating the local economy and creating over 200 jobs,” said Todd Hricko, SVP/head, global hotel development, Hard Rock International.
Tucker Sigle, project manager, Sak Capital Partners, added, “This project is a tribute to the area’s historic music scene and will be a significant boost for our local economy. We’re excited to partner with Hard Rock as we create a lively hotspot that will draw music lovers from near and far while providing fantastic opportunities for our neighbors right here in Florence.”
Legendary artists including Aretha Franklin, Wilson Pickett, The Rolling Stones, Otis Redding, Paul Simon, Jimmy Cliff and Willie Nelson recorded in the nearby Muscle Shoals area, contributing to the region’s distinctive sound that has influenced generations of musicians. The hotel will contain elements of the area’s music history and play top hits recorded in and inspired by Muscle Shoals.
The region offers a variety of local attractions for visitors to explore, including a downtown area with boutique shops, unique dining experiences and entertainment venues. Music lovers can find The Muscle Shoals Sound Studio and FAME Studios nearby, while outdoor enthusiasts can enjoy the scenic McFarland Park and Wilson Dam on the Tennessee River for boating, fishing and hiking. The nearby Helen Keller Birthplace provides a glimpse into the life of the author and activist, while the Florence Indian Mound and Museum is an opportunity to learn about people indigenous to the area.
Tags: Todd Hricko, Hard Rock International, Hard Rock Florence, AL
