Hard Rock Plans 155-Room Reverb Hotel, 200 Jobs Florence Alabama

Hard Rock International is partnering with Sak Capital Partners to develop a new Reverb by Hard Rock hotel in Florence, Alabama, set to open in early 2028. The 155-room hotel will feature music-themed design elements celebrating the area's rich musical heritage, including artists like Aretha Franklin, The Rolling Stones, and Willie Nelson who recorded in the nearby Muscle Shoals area. The property will offer more than 2,000 square feet of meeting and event space aimed at business travelers and event planners, with views of the Tennessee River. City incentives and state funding support the project, which is expected to create over 200 jobs and boost the local economy. This hotel expands Hard Rock's growing Reverb portfolio, which includes existing locations in Atlanta and Hamburg and several properties under development across the U.S. and Latin America. The Florence hotel aims to serve as an energetic cultural hub that connects music fans, locals, and travelers through immersive experiences linked to the region's musical legacy.