All But Official: Hard Rock Casino Coming To Bristol

Virginia voters have exercised their voting rights and chosen to welcome the arrival of Hard Rock Bristol Hotel and Casino.

The pro-casino set is being declared the winner by pundits, as 60% of the precincts have reported.

During the recent Election Day, Bristol, along with three other financially disadvantaged cities in Virginia, held a casino referendum.

Bristol casino vote results

As 60% of the precincts have reported, the Bristol votes reveal 1,716 votes in favor and 655 votes against, resulting in the measure taking the lead with a ratio of 72% to 28%. We will provide further updates with the final numbers as they are received.

The Bristol ballots featured the following question:

Is it permissible to have casino gaming at a casino gaming establishment located at 500 Gate City Highway, Bristol, Virginia 24201 (formerly known as Bristol Mall), subject to approval by the Virginia Lottery Board?

This year, more than 4,500 Bristol residents chose to participate in early voting, while in a typical presidential election year, around 7,000 residents out of the 11,723 registered voters actually vote.

Hard Rock Bristol Casino details

Following the completion of vote counting, officials are now able to proceed with the Hard Rock Bristol project. This extravagant $400 million resort will encompass various captivating features, including but not limited to:

• The hotel currently has 350 rooms and plans to double its capacity to 700 rooms in the future.
• 100,000-square-foot casino
• A conference and meeting center spanning an area of 50,000 square feet.
• Sportsbook
• Live-music venue
• Amphitheater
• Restaurants
• Bars
• Retail shops
• Spa
• Pool

By honoring Bristol’s vibrant bluegrass and country music heritage, the venue aims to contribute to the city’s tourism industry. Consequently, officials anticipate that the Hard Rock-branded casino will serve as a catalyst for attracting visitors to the area, benefiting both Bristol, Virginia and its neighboring city, Bristol, Tennessee, which share a significant portion of their economies.

The measure is likely to have passed because the project developers did not demand any public funding, tax breaks, or other incentives.

Key endorsements for Bristol casino ballot measure

The project encountered minimal resistance, except from a collective of nearby churches. The religious leaders objected to the project based on moral grounds and expressed doubts about its sustainability in the long run.

Nevertheless, the Vote Yes for Bristol Referendum Committee extensively disseminated the developers’ proposal throughout the area. Furthermore, numerous entities including local business leaders, politicians, law enforcement, emergency officials, the Bristol Herald Courier, and the Bristol Chamber of Commerce lent their support to the casino project.

Furthermore, leaders hailing from the Tennessee territory expressed their support for the initiative, emphasizing the mutual advantages it would bring to both Bristols. Jerry Caldwell, the General Manager of Bristol Motor Speedway in Tennessee, also gave his endorsement to the project shortly before Election Day.

From Bristol Mall to Bristol casino

The site for the casino, which will be constructed at 500 Gate City Highway, lies conveniently just a mile away from the bustling I-81. This location is currently occupied by the Bristol Mall.

Since 2017, the retail center, which used to thrive, has remained largely vacant, with a significant decline in anchor stores starting around 2011.

During the lead-up to Election Day, supporters of Hard Rock Bristol confidently promoted the project’s potential to rejuvenate both the economy and the rapidly declining shopping complex.

The Bristol Mall remodeling plans are currently being finalized and include:

• The main attraction of the project will be the casino, which will be situated in the former Sears retail area and will have its entrance facing Gate City Highway.
• The former J.C. Penney location will serve as the venue for the conference and meeting center.
• The hotel will be built in the location of the current southwestern parking lot.
• The former location of Piccadilly Cafeteria in the mall will be transformed into an indoor concert venue.
• Currently undeveloped land near the west side of the property will be the chosen location for the construction of an outdoor amphitheater, capable of accommodating up to 20,000 attendees.
• The former Belk location will be transformed into an employee training facility along with various other attractions. Additionally, there are plans to potentially introduce a temporary casino on the premises, which may be operational by 2021, preceding the construction of the complete resort.

Hard Rock Bristol’s impact on job and economy

Hard Rock Bristol intends to employ 2,000 individuals initially, offering an average salary of $46,500. However, over the course of seven years after its establishment, the number of job opportunities may increase to 5,200.

According to the U.S. Census, the average income per person in Bristol was $24,753 in 2018, while approximately 18.7% of the population lived in poverty.

Refitting Bristol Mall for the resort could potentially generate close to 1,000 temporary construction jobs.

The Hard Rock resort in Bristol, unlike other proposed Virginia casinos, is anticipated to attract approximately one-third of its visitors from beyond the region. Consequently, city officials project that the resort could yield annual tax revenues ranging from $15 million to $21 million for the city.

According to a study conducted in 2019 by the Joint Legislative Audit and Review Committee (JLARC), it was suggested that a casino in Bristol has the potential to generate approximately $130 million in net gaming revenue and contribute around $35 million in net gaming tax revenue annually to the commonwealth.

Bristol casino next steps

In November 2019, the Virginia Lottery officially designated Hard Rock International as the pre-certified developer for the casino project in Bristol.

In August 2018, Jim McGlothlin, the chairman and CEO of The United Co., and Clyde Stacy, the CEO of Par Ventures, united their efforts and spearheaded the movement to gain approval for a casino in Bristol. These influential local business leaders took the lead in advocating for the establishment of a casino in the area.

For quite some time, they have firmly held the belief that it is an essential endeavor for Bristol, akin to a locally developed and ambitious project like a ‘moonshot’.

Before Hard Rock International, a Florida-based company, can apply for a gaming license, the commonwealth needs to officially adopt the casino regulations. However, it is important to note that the VA Lottery has the authority to take up to 12 months to make a final decision on the matter.

The developers of Bristol casino have set their sights on a potential opening in late 2024. However, they have also considered the idea of launching a temporary casino by late 2021. Besides providing a preview of the resort to potential customers, this facility could prove to be a valuable training ground for employees.

According to Jon Lucas, the Chief Operating Officer of Hard Rock, the temporary casino could be built in a span of six to eight months.