Hard Rock International is working with Sak Capital Partners, which will manage the development of Reverb by Hard Rock Florence, Ala., a new-build hotel project slated to open in early 2028. This hotel will join Hard Rock's growing REVERB by Hard Rock portfolio, including Atlanta and Hamburg, as well as seven properties in development including Florence, Kalamazoo, Scottsdale, Pensacola, Mazatlán, Tampa and Punta Cana.
Reverb by Hard Rock is an upscale lifestyle hotel designed to be an energetic cultural hub for connection, creation and inspiration among music fans, according to the company. The contemporary hotel will have approximately 155 rooms with views of the Tennessee River and more than 2,000 square feet of meeting space catering to business travelers and event planners.
"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," Todd Hricko, senior vice president and head of global hotel development at Hard Rock International, said in a statement.
"This project is a tribute to the area's historic music scene and will be a significant boost for our local economy," said Tucker Sigle, project manager at Sak Capital Partners. "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."
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 has a variety of local attractions for visitors to explore, including a charming downtown area with boutique shops, unique dining experiences, and entertainment venues. Music lovers can find The Muscle Shoals Sound Studio and FAME Studios nearby.