FLORENCE – A long-discussed hotel development in downtown Florence has taken a step forward.
Hard Rock International announced today it is working with Sak Capital Partners on a Reverb by Hard Rock hotel in Florence. Sak Capital will manage the development of the hotel project slated to open in early 2028.
“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.
According to an April report in the TimesDaily newspaper, Eugene Sak, one of the developers, said the goal is to break ground in the fall. The proposed location is the corner of South Court and Dr Hicks Boulevard, the site of a closed Days Inn.
The report also said the Florence City Council approved two incentives for the development.
“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.”
Legendary artists Aretha Franklin, Wilson Pickett, The Rolling Stones, Cher, Otis Redding, Paul Simon, Jimmy Cliff, Rod Stewart, and Willie Nelson recorded in the 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.
Reverb by Hard Rock is billed as an upscale lifestyle hotel designed to be an energetic cultural hub for connection, creation, and inspiration among music fans, locals, and travelers alike, according to the company.
The contemporary hotel will contain 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. The company says guests will have the opportunity to connect with the music heritage of the Shoals through local events, entertainment, and dining experiences.
For more information, visit HardRockHotels.com.
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