Hard Rock International has partnered with Sak Capital Partners on a new-build hotel project in the US, targeting an early 2028 opening.
The REVERB by Hard Rock Florence, Alabama project will expand REVERB by Hard Rock’s portfolio, which is designed to offer a cultural hub for music fans, locals and travellers.
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Hard Rock International global hotel development senior vice-president and head Todd Hricko said: “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.”
The property aims to cater to both business travellers and event planners, featuring around 155 rooms with views of the Tennessee River and more than 2,000ft² of meeting space.
The hotel aims to connect guests with the region’s musical heritage, which includes contributions from artists such as Aretha Franklin and The Rolling Stones, who recorded in the nearby Muscle Shoals area.
The REVERB by Hard Rock Florence will incorporate elements of this musical history and feature tracks recorded in and inspired by Muscle Shoals.
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By GlobalDataFlorence offers a range of local attractions, from boutique shops and dining in the downtown area to the Muscle Shoals Sound Studio and FAME Studios for music enthusiasts.
Sak Capital Partners project manager Tucker Sigle said: “This project is a tribute to the area’s historic music scene and will be a significant boost for our local economy.
“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 neighbours right here in Florence.”
The hotel will join other properties of the upscale lifestyle hotel brand, including those in Atlanta and Hamburg, US, as well as seven properties currently in development across various locations.
These include Kalamazoo, Scottsdale, Pensacola, and Tampa in the US; Mazatlán, Mexico; and Punta Cana, Dominican Republic.
In August 2024, Hard Rock International unveiled plans for its sixth REVERB property, the REVERB by Hard Rock Pensacola in Florida, US, with construction expected to begin next year.
