Hard Rock announces new Reverb hotel in Florence, Alabama

Hard Rock International has confirmed plans to develop a new Reverb by Hard Rock hotel in Florence, Alabama, with the project to be led by Sak Capital Partners. 

The hotel is expected to open in early 2028 and will feature approximately 155 rooms overlooking the Tennessee River along with 2,000 square feet of meeting space.

The Reverb brand is positioned as an “upscale lifestyle” concept, designed to attract music fans and travelers with an emphasis on local culture and music history. 

This announcement follows other recent developments in the Hard Rock ecosystem, including the launch of exclusive gaming content and new community-focused initiatives.

In this case, the hotel’s identity will draw from the Muscle Shoals music legacy, a region where notable artists such as Aretha Franklin, The Rolling Stones and Paul Simon recorded iconic albums.

Good to know: Hard Rock Hotel & Casino Ottawa recently held its grand opening following years of redevelopment works

According to Sak Capital Partners, the goal is to create a venue that celebrates local music while contributing to tourism and economic development in the region. 

Todd Hricko, SVP and Head of Global Hotel Development at Hard Rock International, said the Florence project is expected to generate over 200 jobs.

Florence will join a growing list of Reverb locations, including Atlanta and Hamburg, as well as others currently in development across the US and Latin America.

Carlos Mendez

Writer

Odds tell a story long before the result does. When bettors learn to read that story properly, betting becomes a matter of discipline and value rather than emotion or guesswork.

Visit Profile

Players trust our reporting due to our commitment to unbiased and professional evaluations of the iGaming sector. We track hundreds of platforms and industry updates daily to ensure our news feed and leaderboards reflect the most recent market shifts. With nearly two decades of experience within iGaming, our team provides a wealth of expert knowledge. This long-standing expertise enables us to deliver thorough, reliable news and guidance to our readers.