ORLANDO, Florida — Hard Rock International is working with Sak Capital Partners, which will manage the development of REVERB by Hard Rock Florence, AL, a new-build hotel project slated to open in early 2028 in Florence, Alabama. The 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, locals and travelers alike. The contemporary hotel will have approximately 155 rooms with views of the Tennessee River and over 2,000 square feet 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, senior vice president and head of global hotel development at Hard Rock International.
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 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, 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 the perfect place to learn about people indigenous to the area.
For more information about current and upcoming properties, visit hardrockhotels.com.
