Hard Rock International announced July 10 it is working with Sak Capital Partners which will manage the development of Reverb hotel by Hard Rock Florence, AL. The hotel in Florence, Alabama, is scheduled to open in early 2028, according to a press release.

Located on the banks of the Tennessee River with a population of 40,000, Florence is 70 miles west of Huntsville, Alabama, and 150 miles east of Memphis, Tennessee. Florence features boutique shops, fishing, hiking, the birthplace of Helen Keller, the Florida Indian Mound and Museum, and “oozes Southern charm,” according to an article about the state’s top 10 must-visit small towns on hotels.com.

The Florence Indian Mound was built by Native Americans about 1,700 years ago along the banks of the river, according to the museum’s website.

The Reverb property adds to the hotel’s growing portfolio which includes Atlanta and Hamburg, Germany, as well as properties in development in Tampa, Pensacola, Arizona, Michigan, Mazatlan and Punta Cana.

According to Hard Rock, Reverb presents an “upscale lifestyle hotel designed to be an energetic cultural hub for connection, creation, and inspiration among music fans, locals, and travelers alike.”

The Florence hotel will feature about 155 rooms with views of the Tennessee River and more than 2,000 square feet of meeting space catered to business travelers and event planners.

Todd Hricko, senior vice president and head of Global Hotel Development at Hard Rock International, said in a statement that the Florence property will create more than 200 jobs.

The property will also honor the area’s music history and legendary artists Aretha Franklin, Wilson Pickett, The Rolling Stones and others who recorded in nearby Muscle Shoals.

“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.”

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

Hard Rock International is owned by the Seminole Tribe of Florida.