A: The Hilton will be located at 400 S Court St, the corner of Court St & Dr.Hicks Blvd removing the old Days Inn. Shoals music history buffs will also recognize this address as where a little music history was made between Aretha Franklin, Rick Hall, and Jerry Wexler!

A: An executive conference center refers to a more upscale facility that accommodates groups up to 250. This group size is often more difficult to serve at larger venues geared toward serving 500 to 1000 guests. PCH sees this as part of their new vision and have identified Florence as the first of its type in Alabama.

A: The Florence community is unique in Alabama which offers a great opportunity for this Hilton to thrive. Florence will be only the second city in Alabama, behind Mobile, with two PCH conference hotels.

A: No. The conference center will be under local ownership. As the project moves forward this ownership is likely to include more local partnerships that will only increase the local ownership and local stake in the property.

A: For the past number of years, the Shoals Marriott has seen a 90%+ occupancy rate in-season and has consistently maintained a 65%+ annual average. The Shoals area misses out on events and conferences each year due to either a lack of rooms, or a facility sized to accommodate profitable “executive” conferences.

A: Yes! Local contractors will bid this work. The hotel builders will observe the City of Florence Ordinance providing local contractors and suppliers with price protections.

A: Independent studies project that more than 55,000 more visitors will come to the Shoals each year because of the Hilton facility. And, 27,000 of these will be visitors who are visiting for the very first time.

A: $14.2 million dollars per year will be spent locally substantially impacting Florence’s downtown.