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Dive Brief:
Hard Rock International is bringing its Reverb lifestyle brand to Florence, Alabama, developing a new hotel in collaboration with Sak Capital Partners, the hotel company announced Thursday. 
Slated to open in early 2028, the music-themed hotel will offer 155 rooms as well as more than 2,000 square feet of meetings and events space. Guests will be able to “connect with the rich soul, R&B, rock, and blues heritage of the area,” where Aretha Franklin, The Rolling Stones and Willie Nelson have previously recorded, according to Hard Rock. 
The hotel expands the Reverb pipeline, which includes several other properties under development across the country. Hard Rock is growing the brand, aimed at music fans, amid tight competition in the lifestyle segment.