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Visitors Center

Located in McFarland Park, the Visitor Center has impressive displays and exhibits designed by Method-1, a division of ExpoDisplays of Birmingham. These exhibits feature the area’s tourism assets. Additionally, a 40-seat conference room called The Gallery is on site which hosts live music events, guest speakers, artisans and other public events.

The Visitor Center features exhibits including the music heritage, Wilson Dam, the Frank Lloyd Wright-designed Rosenbaum Home and other architecture, Native American artifacts, as well as tributes to famous faces like W.C. Handy, Helen Keller, Billy Reid and Natalie Chanin. Another highlight is a large aquarium with local fish and information on the abundant fishing that can be found on Pickwick and Wilson Lakes.

Tourism officials broke ground on the Center in early 2013. Architect Robert Whitten was inspired by Frank Lloyd Wright’s architecture for the 7,500-square-foot building. Both Whitten and the local contractor Parallax Building Systems utilized local vendors like Block USA, Monarch Tile and Centiva for all aspects of the design. Award-winning wood artist and furniture maker Robin Wade provided benches, lectern and tables made of local wood.

The offices for the Florence/Lauderdale Convention & Visitors Bureau staff are now located in the Center. Our Visitor Services team have a vast knowledge of area attractions and events. Their mission is to ensure that every visitor is welcomed and well informed.

Outstanding visitor center; lots of info available; nice little gift shop; and extremely helpful and friendly staff, not to mention this FB page to help you plan your visit to Florence! Thank you for the service you provide!

Facebook Review

Florence/Lauderdale Visitors Center


200 Jim Spain Drive
Florence, AL 35630


1-888-356-8687 or 256-740-4141


Monday–Friday: 9am–5pm
Saturday: 10am–4pm
Sunday: Closed

Photos by Dave Reasons.