Hard Rock announces new Reverb hotel in Florence, Alabama

Key Points
- Reverb Florence will open in 2028 with 155 rooms and music-themed design
- The hotel draws inspiration from Muscle Shoals’ musical history
- Project will be developed by Sak Capital Partners and is expected to create 200+ jobs
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.
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