Thank you for your interest and welcome to the Press Room for the Florence/Lauderdale Convention & Visitors Bureau.

Media representatives will find the latest news releases, browse through interesting and unique story ideas and see how Florence, Alabama is featured in the news.

We offer a wealth of story ideas from our Famous Places & Faces (W.C. Handy, Helen Keller and the only Frank Lloyd Wright house in Alabama) to Muscle Shoals music history to one-of-a-kind attractions like Tom’s Wall.

Planning a visit? We will be happy to assist with itinerary planning, accommodations and attraction admission.

Our main goal is to assist the media however necessary, and our press room provides easy access to valuable resources and information.

Story Ideas


Muscle Shoals Has Got The Swampers

The music heritage in Florence, Alabama (part of the Shoals area) has seen a resurgence in the past year with the release of the “Muscle Shoals” documentary. Located alongside the Tennessee River, Muscle Shoals, Alabama has helped create some of the most important and resonant songs of all time. Overcoming crushing poverty and staggering tragedies, Rick Hall brought black and white together to create music for the generations. He is responsible for creating the “Muscle Shoals Sound” and The Swampers, the house band at FAME Studios. Muscle Shoals’ magnetism and mystery still remain influential in the music industry today. Dr. Dre of Beats Electronics has invested in the renovation and restoration of the former Muscle Shoals Sound studio.

Famous Faces and Famous Places

In addition to the Muscle Shoals Sound, this area is the birthplace of W.C. Handy (“Father of the Blues”) and Helen Keller (“The First Lady of Courage”). Both of their homes are open to the public. Handy was born in a humble two-room cabin. The pump where Helen Keller said her first words still stands at her home, where “The Miracle Worker” play is performed on the grounds each summer.

Robert Trent Jones Golf Trail in the Shoals

Two spectacular championship courses, the Fighting Joe and the Schoolmaster, overlook sparkling Wilson Lake and the Tennessee River. Some of the best public golf on the earth, they are part of the largest golf construction project ever attempted. Play both courses-plus to get the full treatment with a luxurious clubhouse, fine dining, beautifully stocked pro shop, and nearby grand resort at the Marriott Shoals in Florence.

Frank Lloyd Wright Usonian Treasure

A genuine work of art – from the floors to the furnishings to the faucets – the Frank Lloyd Wright designed Rosenbaum House is one of the purest examples of Wright’s Usonian design. Built in 1939, this significant structure is cypress, glass, and brick and still has original hardware and furnishings designed by Wright. Originally built for $12,000 as an affordable, middle-class home, the house is the only Wright design open to the public in the Southeastern United States.

Tom’s Wall

Since 1988, Tom Hendrix has been building a thick, low, snaky wall out of 8.5 million pounds of individual rocks to honor his Native American great-great-grandmother, the only known person banished during the Trail of Tears who walked back home to North Alabama. The amazing stone wall is Hendrix’s tribute to her and to all Native American women.

Travel Photos

22306148-mmmain Why Frank Lloyd Wright’s Rosenbaum House is one of Alabama’s finest gems
March 17, 2017

If it wasn’t for the sign in front of the Rosenbaum House, you probably wouldn’t notice it. The only Frank Lloyd Wright-designed dwelling in Alabama wasn’t exactly built for curb... Read more »

Read the Article
for January 2013 issue; The Alabama Shakes in Muscle Shoals-----
Exterior of Shoals Theater at dusk showing people standing on sidewalk before The Alabama Shakes concert. The South’s Best Small Towns
March 15, 2017

From cool mountain hamlets to colorful beach burgs, here are your top 10 favorites. What is it about a small town that hooks us? Whether they’re waterfront or mountaintop, the... Read more »

Read the Article
This Is Billy Reid: High fashion from Florence, Alabama
March 13, 2017

Billy Reid proves there’s a place for high fashion in the Deep South. Just like a long list of other artists before him, Reid claims home to the Shoals, a... Read more »

Read the Article
Sportsman’s News: Adventures on a Budget – Cold Water, Hot Action
February 3, 2017

Page 46, In the right spot, anglers fishing Pickwick Lake can fish three states at once without moving the boat and possibly catch more than a dozen species in one... Read more »

Read the Article

View All

Alabama Music Hall of Fame Sets Stage for Future Outdoor Events
March 2, 2017

For Immediate Release: Alabama Music Hall of Fame Sets Stage for Future Outdoor Events   Repairs are finished on the event stage at the Alabama Music Hall of Fame. The... Read more »

Read more
The Decoys featuring The Muscle Shoals Horns & Donnie Fritts – Live at the NuttHouse, Friday 3/3/17
February 27, 2017

PRESS RELEASE February 27,2017 PRIME Properties Realty & Auction LLC presents The Decoys featuring the Muscle Shoals Horns and special guest Donnie Fritts Live at the NuttHouse Friday, March 3 @ 7:30 PM (Doors... Read more »

Read more
January 9, 2017

Florence/Lauderdale Tourism – 256-740-4141 FIRST 2017 SWAMPETTE TOUR ON JANUARY 21 FEATURES NEWLY RENOVATED 3614 JACKSON HWY STUDIO TOUR The first Swampette tour in 2017 will feature a tour of... Read more »

Read more
January 4, 2017

FLORENCE, Ala. –The public is invited to meet 2016 Harlon Hill Trophy winner Justin Dvorak of the Colorado School of Mines at the Florence/Lauderdale Tourism Visitor’s Center in McFarland Park... Read more »

Read more

View All

Please fill out the form below and someone from the Florence/Lauderdale CVB will get back to you ASAP.

Fields marked with a * are required.


Ctrl + Click to select multiple options

Randa Simpson

Manager, Media Relations

Florence/Lauderdale Convention & Visitors Bureau
200 Jim Spain Drive
Florence, AL 35630

Phone: 256-740-4141
Toll Free: 888-356-8687
Fax: 256-740-4142