In late 1969, Mary Rose Foster (Bette Midler) is a famous rock and roll diva known as The Rose. Although a success, she is burnt out and lonely but is kept working by her gruff, greedy manager and promoter Rudge Campbell (Alan Bates). Though loud and brassy, Rose is an insecure alcoholism and former drug user who seems to crave approval in her life. As such, she is determined to return to her hometown, now as a superstar. After being humiliated by a country singing star named Billy Ray (Harry Dean Stanton) whose songs she performs in her show, Rose takes off with a limousine driver named Huston Dyer (Frederic Forrest) and begins a romance with him. Rudge thinks Huston is just another hanger on, but Rose thinks she has finally met her true love. Huston tells her that he is actually an AWOL sergeant from the United States Army, and she tells him of her past in Florida. They have a rocky relationship and her lifestyle of "Sex, Drugs, and Rock & Roll", constant touring, and Huston's jealousy over Rose's lesbian lover Sarah lead her to an inevitable breakdown at a tour stop in Memphis. Huston and Rose break up and she returns to her hometown of Jacksonville, Florida with PFC Mal, whom she met in Texas, as a security escort, telling him about her past.