SOURCE Hard Rock International

FLORENCE, Ala., July 10, 2025 /PRNewswire/ -- Hard Rock International announces today it is working with Sak Capital Partners which will manage the development of REVERB by Hard Rock Florence, AL, a new-build hotel project slated to open in early 2028. This hotel will join Hard Rock's growing REVERB by Hard Rock portfolio, including Atlanta and Hamburg, as well as seven properties in development including Florence, Kalamazoo, Scottsdale, Pensacola, Mazatlán, Tampa, and Punta Cana.

REVERB by Hard Rock is an upscale lifestyle hotel designed to be an energetic cultural hub for connection, creation, and inspiration among music fans, locals, and travelers alike. The contemporary hotel will contain approximately 155 rooms with stunning views of the Tennessee River and over 2,000 square feet of meeting space catering to business travelers and event planners. Guests will have the opportunity to connect with the rich soul, R&B, rock, and blues heritage of the area through local events, entertainment, and dining experiences.

"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.

"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 including Aretha Franklin, Wilson Pickett, The Rolling Stones, Otis Redding, Paul Simon, Jimmy Cliff, and Willie Nelson recorded in the nearby 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.

The region offers a variety of local attractions for visitors to explore, including a charming downtown area with boutique shops, unique dining experiences, and entertainment venues. Music lovers can find The Muscle Shoals Sound Studio and FAME Studios nearby, while outdoor enthusiasts can enjoy the scenic McFarland Park and Wilson Dam on the Tennessee River for boating, fishing, and hiking. The nearby Helen Keller Birthplace provides a glimpse into the life of the author and activist, while the Florence Indian Mound and Museum is the perfect place to learn about people indigenous to the area.

For more information about current and upcoming properties, visit HardRockHotels.com.

About REVERB by Hard Rock®
REVERB by Hard Rock® is an upscale lifestyle hotel designed for the modern music lover; a sanctuary for the eclectic, a place for fans to gather and experience a melting pot of music culture. The hotel features a modern, urban design, user-friendly integrated technology and a program that focuses on local music, food and lifestyle. Hard Rock has been celebrating the spirit of music for nearly five decades; with REVERB, they shine the spotlight directly on the fans. For more information about REVERB by Hard Rock, visit reverb.hardrock.com. 

About Hard Rock®
Hard Rock International (HRI) is one of the most globally recognized companies with venues in nearly 80 countries spanning more than 300 locations including owned/licensed or managed Hotels,?Casinos, Rock Shops®, Live Performance Venues and Cafes. Beginning with an?Eric Clapton?guitar, Hard Rock owns the world's largest and most valuable collection of authentic music memorabilia with more than 88,000 pieces displayed at locations around the globe. The?Unity™ by Hard Rock?global loyalty program rewards members for doing the things they love across participating properties. In addition, Hard Rock Digital spotlights the sports?betting?and iGaming experience with products remixed in the spirit of Hard Rock for players worldwide. 

HRI has received numerous industry, destination and workplace awards across the travel, hospitality, gaming, entertainment and food & beverage sectors. HRI currently holds investment grades from primary investment-grade rating agencies: S&P Global Ratings (BBB) and Fitch Ratings (BBB). For more information on Hard Rock International, visit?www.hardrock.com?or?shop.hardrock.com.

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