A new Hard Rock is likely coming to Bristol in southwest Virginia. The twin Bristol cities are situated on the Tennessee-Virginia state line. The Bristol area was named “the birthplace of country music” by U.S. Congress in 1988 in honor of the 1927 Bristol Sessions, recordings featuring the likes of The Carter Family and Jimmie Rodgers, that revolutionized the music industry by turning country mainstream.
It’s a fitting location for the brand. “Hard Rock’s iconic brand speaks to its deep roots in live music entertainment and world-class memorabilia collection, which will play a prominent role at Hard Rock Casino Bristol,” said Jim McGlothlin, CEO of The United Company and partner on the project. “This focus on music will complement our region’s country music heritage and dynamic music scene in the Twin City.”
Hard Rock International is partnering with the Bristol Resort & Casino to create Hard Rock Casino Bristol in Virginia. Once final approval is received from the Commonwealth of Virginia and the citizens of Bristol, Virginia, Hard Rock, working with the local ownership group, will operate the proposed resort and casino.
“We are excited to collaborate with Hard Rock, a well-respected and legendary entertainment brand with legions of devoted customers across the country and around the world,” McGlothlin added.
Hard Rock counts venues in 75 countries spanning 260 locations. “Hard Rock is known for its 31 award winning hotels and 12 casinos, in addition to 218 cafes and Rock Shops® which offer a wide range of amenities that appeal to many different audiences,” McGlothlin said.
Jim Allen, Chairman and CEO, Hard Rock International, added that he is particularly looking forward to leveraging its hospitality and entertainment in Bristol, the birth place of country music. “As a brand, we serve more than 120 million guests a year across 75 countries and we are committed to becoming an integral part of the community and driver of jobs and visitation,” Allen said.
Hard Rock has extensive experience making projects an integral part of the local community. Hard Rock’s reputation will make the property a major draw for visitors from across the Mid-Atlantic and Southeast. With the resort as a gateway to the region, the partners will use their resources to introduce visitors to the many other wonderful tourism, cultural and recreational opportunities available in the Tri-Cities and across Southwest Virginia.
“After vetting multiple leaders in the industry, we are convinced that Hard Rock is the best fit for our project and our community,” said Mr. McGlothlin. “The Hard Rock team understands the significant economic development impact the Hard Rock Casino Bristol will have on the city and the entire surrounding region, in terms of new jobs and additional tax revenue. As seasoned casino resort operators, they are committed to working closely with us to maximize the benefits of this project for local residents while highlighting the many opportunities this region has to offer to all.”