Hard Rock Hotel heads to Alabama but it’s missing a key feature
A Hard Rock hotel is heading to the heart of the Shoals. It will be in the center of Florence, AL.
There are nearly 40 traditional Hard Rock hotels worldwide and most are large enterprises that usually feature music-inspired memorabilia, restaurants and – casinos.
However, the Florence location will have a REVERB Hard Rock Hotel. So far, they only exist in Atlanta, GA and Hamburg, Germany. Seven REVERB locations are in development, including the Florence hotel.
These locations don’t include a casino. This is the only option for an Alabama Hard Rock Hotel – the Yellowhammer State is one of five states where gambling and lotteries are illegal.
There has been an effort to legalize gambling in Alabama for 25 years. Every year, lawmakers propose a bill to legalize it, but it has never passed. This past legislative session, bill sponsor Sen. Greg Albritton, R-Atmore, said they were very disappointed and don’t think it should be brought back up for 20 years.
According to a November 2023 poll by KA Consulting, LLC, 80% of Alabamians supported a lottery and 64% backed casinos.
‘Hidden gem’
Many people were disappointed to hear that a casino would not be a part of the new development but Florence City Councilwoman Kaytrina Simmons said there’s more than enough to do in Downtown Florence that the casino won’t be missed, especially after the hotel is built.
“Downtown Florence is a hidden gem,” Simmons said. “There is walkability in our downtown area. And there are several restaurants there that also have live entertainment as well. And then, of course, Mobile Plaza as well as the beautiful park, Wilson Park.”
The council also decided the hotel wouldn’t be zoned to allow for a nightclub.
“I think a club needs to be a standalone club if you’re gonna have one, and not impose it, in my personal opinion,” Simmons said.
The hotel is set to open in 2028, with demolition of the current properties this year.
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