The Hotel Wilson - Tapestry Collection
Downtown Hotel to Bring Major Boost to Florence, Alabama
A local developer plans to break ground on a brand-new boutique hotel that is currently in the permitting phase. The project is expected to deliver significant long-term community benefits, create new jobs and increase tourism in Downtown Florence. Construction on the site is scheduled to begin in February, with vertical construction anticipated to start later in the year. The Hotel is projected to be completed at the end of 2027, ahead of its opening.
Photo by Hilton
"The Hotel Wilson," a 110-key hotel, will be developed by local firm, Allred Companies, carrying Hilton's Tapestry Collection brand, and will be managed by the United States' fastest growing hotel management company, Valor Hospitality Partners.
The new hotel will be located on the vacant 1.2-acre site at 301 E Tennessee Street. This legacy property in the heart of downtown Florence came with legacy problems, having an antiquated clay sewer system running through the middle of the property that prevented any meaningful development. Thanks to a successful partnership with the city of Florence, Allred Companies fully funded and performed a reroute and installation of 1,015 linear feet of up-to-code sewer, including six new manholes for future maintenance. This property is now ready for a legacy project with hotel plans including a café, bar, and destination restaurant to complement the city's diverse culinary scene.
Drawing inspiration from The Shoals' rich history, the new hotel has been designed by architects, Smith Gee Studio. The design draws visual and conceptual inspiration from the Wilson Dam, the Tennessee River, and the surrounding natural environment. Architecturally and experientially, the hotel would exhibit Florence's eclectic identity—blending blue-collar roots, college-town energy, and a rich artistic and musical heritage. The design intention is to create a valuable community asset, serving as a natural hub for gathering, connecting, and hosting events that reflect the true character of the town for both travelers and locals.
Key development partners include RevPAR International (feasibility consulting), Sims Patrick Studio (interior designers), and ASO Advertising (branding).