Sak Capital Partners to Develop REVERB by Hard Rock Hotel in Florence, AL

Hard Rock International has announced a partnership with Sak Capital Partners for the development of a new REVERB by Hard Rock hotel in Florence, Alabama. This project is part of Hard Rock’s expansion of its REVERB brand, which includes existing locations in Atlanta and Hamburg, as well as other developments in Kalamazoo, Scottsdale, Pensacola, Mazatlán, Tampa, and Punta Cana.

The Florence hotel will be a new-build project, featuring approximately 155 rooms and over 2,000 square feet of meeting space. The location will offer views of the Tennessee River and is designed to cater to both business travelers and event planners. The hotel aims to integrate elements of the local music scene, drawing on the rich musical heritage of the Muscle Shoals area, known for its influence on soul, R&B, rock, and blues music.

The development is expected to create over 200 jobs in the local economy. The project is positioned as a cultural hub for music fans, locals, and travelers, with plans to host local events and entertainment. The hotel will also feature dining experiences that reflect the area’s rich musical heritage.

Nearby attractions include the Muscle Shoals Sound Studio and FAME Studios, which are significant to the region’s music history. Visitors will also have access to McFarland Park and Wilson Dam on the Tennessee River, offering a range of outdoor activities, including boating, fishing, and hiking. Additional local points of interest include the Helen Keller Birthplace and the Florence Indian Mound and Museum.

The REVERB by Hard Rock brand is dedicated to offering a modern, music-centric experience for guests, with a focus on local culture and lifestyle. The Florence location is part of Hard Rock’s broader strategy to expand its presence in key markets by leveraging the brand’s association with music and entertainment.

The new hotel in Florence is scheduled to open in early 2028.