Hard Rock International has announced that Sak Capital Partners will manage REVERB by Hard Rock Florence. The new-build hotel is expected to open in the first quarter of 2028. This hotel will be added to 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 is an upscale lifestyle resort designed to serve as a cultural hub that inspires and connects music lovers, locals and travelers. The modern hotel will feature 155 rooms, many with breathtaking views of the Tennessee River. It also has over 2,000 sq. ft. of meeting space to cater to event planners and business travelers. 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.
The Muscle Shoals area has produced a unique sound, influenced by generations of musicians, such as Aretha Franklin and Wilson Pickett. The Rolling Stones also recorded in this region, along with Otis Redding. The hotel will feature elements of the region’s music heritage and play top hits that were recorded in Muscle Shoals and inspired by it.
Visitors to the region can enjoy a wide range of attractions including boutique shops, dining venues, and entertainment venues. The Muscle Shoals sound studio and FAME Studios can be found nearby. For outdoor enthusiasts, McFarland and Wilson Dams on the Tennessee River are ideal for boating, hiking and fishing. Helen Keller Birthplace, located nearby, offers a look into the life of this author and activist. Florence Indian Mound & Museum provides an insight into local indigenous people.
Visit our website for more information on current and future properties. HardRockHotels.com.
REVERB by Hard Rock® Florence, AL
Florence, AL United States
