Along the banks of the Tennessee River, where Southern hospitality meets legendary music history, The Shoals area offers a rhythm all its own. Florence and the surrounding communities are places where creativity, culture, and connection come together in perfect harmony. This year, as the Alabama Governor’s Conference on Tourism brings the industry to The Shoals, attendees can expect an experience that truly strikes the perfect chord, blending meaningful business with unforgettable moments.

The list of things to experience in and around Florence and The Shoals is nearly endless. From exploring the area’s rich musical roots at iconic recording studios and historic landmarks to enjoying outdoor adventures along the Tennessee River, there is something here for every style and pace. Stroll through charming downtown districts filled with local shops, art galleries, and restaurants, take in live music around every corner, or discover the natural beauty that makes Northwest Alabama so special. Whether you prefer a relaxing afternoon by the water or an evening surrounded by the sounds that shaped generations of music, The Shoals offers an Alabama experience unlike anywhere else.

Here are some suggestions for enjoying your free time while visiting The Shoals for the conference:

Saturday, July 11

RTJ Golf Trail at The Shoals

The Robert Trent Jones Golf Trail at The Shoals is home to two 18-hole championship courses and sits high above Wilson Lake on the Tennessee River.

Mavis’s Movin’ & Groovin’ Bus Tours

Have you ever wondered who the makers and shapers were for the City of Florence and The Shoals? Hop aboard the Mavis Tour Bus and take a ride back in time to hear some of the legendary stories of our area! She and her team will take you there! Follow the link to book your tour!

Muscle Shoals Sound Studios

A tourist attraction by day and a working studio at night, Muscle Shoals Sound has produced hundreds of hit records. Artists that have recorded in the studio include the Rolling Stones, Paul Simon, Chris Stapleton, Bob Seger and scores more.

$5 discount on any tour 7/10-7/18.  Please note:  closed on Sun.

 W.C. Handy Home and Museum

Known as the ‘Father of the Blues,’ W.C. Handy was born in Florence in 1873. Today, his restored birthplace houses memorabilia, personal papers, and artifacts celebrating his life and lasting influence on American music.

FAME Recording Studios

Established in Florence in 1959, FAME Recording Studios helped shape the signature Muscle Shoals Sound and became one of the most influential recording studios in music history. Legendary artists including Aretha Franklin, Wilson Pickett, Etta James, and Otis Redding recorded hits here.

Sat, 7/11 AND Mon, 7/13 at 9am:

Standard Tour $5 discount. (Takes about 1 hour; ADA accessible.) 

Backstage Tour $10 discount. (Takes about 1.5 hours (not ADA accessible -includes stairs)

10% Discount off merch at our in store Gift Shop or at Exhibitor Booth at Conference.

Please note: closed on Sun.

Alabama Music Hall of Fame

We incorporate every genre of music as well as every area of the field of music in our museum, honoring music achievers from the great state of Alabama. The Alabama Music Hall of Fame celebrates the musicians, songwriters, producers, and industry leaders who helped shape Alabama’s rich musical legacy.

Pope’s Tavern Museum

Pope’s Tavern (1830) interprets the founding and early history of Florence and the Civil War. A hospital during the War for both Confederate and Union soldiers, Pope’s Tavern is a treasure trove of related artifacts. A separate small building interprets Slavery and the Cotton Industry in Florence and Lauderdale County.

Helen Keller Birthplace

Built in 1820, Ivy Green was the childhood home of Helen Keller and remains one of Alabama’s most treasured historic sites. Visitors can tour the home, grounds, and the famous water pump where Helen Keller connected the word ‘water’ with the world around her.

Complimentary entry for AGCT attendees 7/10-7/18.  Please note:  closed on Sun.

The Miracle Worker Play

Playwright William Gibson’s epic drama The Miracle Worker is performed on the grounds of Ivy Green each year on weekends from early June through mid-July.

Celebrating more than 60 years of outdoor performances at the birthplace of “America’s First Lady of Courage,” the play carries the audience through Helen’s illness, the tribulations of her condition, Anne Sullivan’s arrival and then the miraculous breakthrough of the young Helen Keller at the guidance of her teacher, “The Miracle Worker”, with authentic costumes and sets and professional acting. The show is produced by the Helen Keller Foundation, Inc, a non-profit organization and directed by Caroline Self. July 10, July 11, July 16, July 17

Belle Mont Mansion

Belle Mont Mansion is a historic house-museum that was constructed circa 1828. Positioned on a commanding hilltop, Belle Mont Mansion is a timeless piece of architecture.

Located just outside Tuscumbia in Colbert County, the mansion is one of a few Palladian-style houses in the Deep South. This style stems from the neoclassical architectural design of Italian Renaissance architect Andrea Palladio.

Florence Indian Mound and Museum

Native Americans built the Florence Mound nearly 1700 years ago along the banks of the Tennessee River. Used as a gathering space for ceremonies, the mound has withstood centuries of floods, storms, and human destruction. It stands today as a testament to the indigenous people who lived in the Shoals for nearly 10,000 years. The museum at the base of the mound serves as an educational center, bridging cultural practices and bringing people together around a shared sense of humanity. It hosts presentations, workshops, children’s lessons, a native plant garden, and collaborations with Native tribes and artisans.

Tennessee Valley Museum of Art

The Tennessee Valley Museum of Art offers a variety of multi-disciplined exhibitions annually. The permanent exhibition of the Martin Petroglyph is on display in a replicated bluff shelter setting. Their permanent collection holds the largest body of works by Alabama folk artist Ethel Davis.

Kennedy-Douglass Center for The Arts

The Kennedy-Douglass Art Center (KDAC) opened in 1976 and includes three historic buildings dedicated to the promotion and celebration of the arts. The center offers the community opportunities for hands-on learning and self-discovery within its many exhibition galleries, workshop studios, and outdoor spaces.

eBike Rentals

Whether you’re cruising along the river in McFarland Park or exploring our other scenic routes, our pedal-assisted eBikes are the perfect addition to your outdoor experience here in The Shoals! Ready to ride? Book your bike by calling or stopping in at the Florence-Lauderdale Visitor Center. (256) 740-4141