The Florence

Constructed in 1941 on the same site as the two earlier buildings, today’s Florence was brought to life by Spokane, Washington architect G.A. Pehrson who masterfully designed the $600,000 “jewel of a hotel” in its current Art Moderne style. For the next three decades the Florence continued to welcome visitors to downtown Missoula and Big Sky Country. In fact, “Howdy” met Hollywood when John Wayne famously slumbered at The Florence—adding to the romantic notion of the Wild West mingling with the opulent splendor of the hotel’s signature style. The Florence was ahead of its time with the Northwest’s first central air conditioning system, novel glass shower doors, underground parking for the growing number of Americans traveling by automobile, and first-class interior appointments in a “harmony of color.” The Florence remained a hotel until the 1970s when the building was transformed once again—this time into an office complex with retail businesses occupying the main floor. Current ownership has long been intrigued by a rebirth of The Florence Hotel as a distinct element of what makes downtown Missoula a unique and special place.