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Explore our trails that will take you on a journey from the birth of the Singing River to the rhythms that fuel our soul.

Travel also the same ancient paths where the early Native American settlers carved out a thriving community imbued with their mystical culture. The Singing River influence their way of life just as it compelled William Christopher Handy to reproduce the sounds of our unique Southern Soul.

Stories of overcoming adversity abound throughout the Shoals, from enduring the battles of the Civil War era to the inspirational accomplishments of Helen Keller.

Today the “Shoals” area is includes Florence, Muscle Shoals, Sheffield and Tuscumbia. Florence is the largest city in Lauderdale County. The small town flavor of our soul and the large city refinement are evident as your stroll through our charming historic districts, play 18 holes of world class golf, reel in a trophy size bass or indulge yourself in our tantalizing array of southern cuisine .

Florence enjoys four distinct seasons with moderate climates. The yearly median temperature is 62° F with a 43° average for January and 85° in July. Rainfall averages fifty inches annually, and occasional snows last only for a short time.

Ranked as the fifth safest place to live in the nation, The Shoals is perfect for your future vacation or retirement!

Florence & the Shoals

Our Community

This is southern living at its best. This is how life is supposed to be.


View a selection of some of our favorite photos and videos.

About the Florence-Lauderdale CVB

Our mission is to strengthen the economic foundation for all citizens of Lauderdale County.

Board of Directors

Board meetings are held the second Tuesday of each month at 4:00 pm in the Visitor Center Board...

Local Links

We have compiled a list of helpful links for you. Use these links before and during your visit to...

Contact Us

Send us a message. Let us be your guide for things to do in Florence, Lauderdale County and the...