Plan Your Meetings

Florence and the Shoals: Unexpected luxury in North Alabama

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Want a community service project?

The Rosenbaum Home is the only Frank Lloyd Wright-designed structure in Alabama, and the only home of its kind open for tours in the Southeast; community service opportunities are available to groups wanting to help restore this important building.

Want unusual off-site venues?

Coby Hall, an 1843 Greek Revival mansion, at the University of North Alabama overlooks the Tennessee River and is available for catered events, meetings and other functions. The Alabama Music Hall of Fame has exhibits honoring the musical contributions of people such as W.C. Handy, Hank Williams Sr., Percy Sledge and Tammy Wynette, themed areas (Southern Star tour bus, an R&B nightclub, a gospel showcase) and a recording studio, where attendees can make a cassette or video recording of their favorite songs. The Children’s Museum of the Shoals has interactive exhibits and art rooms. The historic Ritz Theatre has a meeting room and a 356-seat theater.

Want artistic settings?

More than 50 artists are based here; engage one to lead an art workshop, or take attendees or spouses on a studio or gallery tour; contact the Florence/Lauderdale Tourism Bureau for ideas. The Kennedy-Douglass Center for the Arts has galleries and educational programs in two historic homes. First Fridays fill the streets of downtown Florence with art and entertainment from 5-8 p.m.

Want group activities?

Groups can take agricultural tours of local cotton and honey bee farms, shopping tours of Florence or English Village. Other sites open for tours include the FAME and Jackson Highway recording studios, the birthplace museums of W.C. Handy (”Father of the Blues”) and Helen Keller, the Civil War era Pope’s Tavern Museum, the Key Underwood Coon Dog Memorial Graveyard, and the prehistoric Florence Indian Mound and Museum.

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What you should know

Major meeting facilities include the Marriott Shoals Hotel & Spa, one of the only Four-Diamond hotels in the state, and Joe Wheeler State Park & Resort. The area has superior golfing, thanks to its Robert Trent Jones Golf Trail course, and historic attractions dedicated to local heroes such as Helen Keller and W.C. Handy, the "father of the blues."

What will surprise you

Local recording studios churned out a spate of hits in the 1960s and 1970s, such as Percy Sledge's "When a Man Loves a Woman," Aretha Franklin's "Chain of Fools," the Staple Singers' "I'll Take You There" and the Rolling Stones' "Wild Horses."

The 411:
  • • 1,500+ guest rooms
  • • 11,840-sq. ft. ballroom in the Marriott Shoals Hotel & Spa
  • • 800+ restaurants
  • • Average group size: 45
  • • Average room rate: $75
  • • Best values from November-February