Hard Rock Bristol reflects on past year of permanent facility

BRISTOL, Va. — A year ago, the Hard Rock Hotel & Casino Bristol didn't just open with a bang, it opened with a smash — a guitar smash to be exact. Hard Rock executives, city officials and business leaders gathered on stage to ceremoniously smash guitars as tradition when a new Hard Rock property opens. Allie Evangelista, president of the Hard Rock Hotel & Casino Bristol, was one of the many people who shared the stage that day. Evangelista said it is hard to put into words the number of achievements and milestones the casino and hotel have experienced in its first official year of operation, but she explained how it has been a great 365 days. "We knew we were going to be successful, just because we had the support of the community and our team members through the temporary [facility] so we knew we were going to have a great first year," she said. "We just didn't know how great it was going to be. And I'm just grateful that everything that we planned came to life, and now we can continue to have some fun." She said it's been rewarding to see the success so far, welcoming 2,039,880 guests in the past year and signing on more than 70,000 registered Unity members. Evangelista commented on how Hard Rock has been nationally recognized by the brand for guest satisfaction, even as a newer property. Hard Rock launched its presence in Bristol more than three years ago when it opened the temporary facility in the former mall space. "Our guests have been supporting us for three years now, but they are also letting us know when we don't do well, and they give us an opportunity to do things better," she said. "So I think that's the difference that makes this property so successful, is really the people from the region, both the ones that work here and the ones that come here as our guests." Looking ahead Evangelista said she and her team are focused on improving what the hotel and casino currently offer over anything else. She said the Bristol property employs around 1,300 people, with 500 of those team members who have moved around to different departments or been promoted since the official opening. "We're really just focused on how we get better in what we do," she said. "How do we get more professional, more efficient so that not only we're a better employer, but also that we can provide our guests with a better experience when they come visit." More entertainment events are set to be scheduled in 2026, Evangelista said. Around 44,086 guests attended the 31 shows in the Hard Rock Live venue in its inaugural year. "We are forecasting to do a little bit over 30 concerts this year, and in 2026 we anticipate doing around 50," she said. "So we should expect to see different types of artists, different genres, different comedians. We were very successful this past year, and we still have a few concerts and a few shows left for this year that have been selling very well." According to Evangelista, performers booking the Hard Rock Bristol venue are enjoying their time in the area and are interested in returning. "We have several artists looking to rebook with us because they had a great time here in Bristol," she said. "So we might see some repeat bands or repeat artists that have already played here in 2025 coming back in the near future." Supporting the community As the casino's second annual Day of Giving approaches, Evangelista said 57 nonprofit organizations applied for the $100,000 donation to be awarded at the event. She said this is just a fraction of the casino's ongoing efforts to support the community, with $1 million donated to local nonprofits in the past year. "I like to say what matters to me matters to others," she said. "So if it's important to me, it's important to my team, and therefore is important to our team members. So we created a culture where people realize that giving back is not only the right thing to do but it feels good." Evangelista said city officials have remained supportive through the first official year of operations. Through monthly meetings, she said the property works with law enforcement and first responders in the region to make sure the property operates smoothly. "We actually help and work with law enforcement to prevent things from happening and that this stays a very high integrity business," she said. "The ongoing connection we have with law enforcement in all of our region is very important to us, because we network, we collaborate and we help each other to make sure that not just Hard Rock is safe and a good place to be, but that the community stay safe and it's a great place to be and live." The Hard Rock Hotel & Casino Bristol will host a free show at 9 p.m. Friday on the Hard Rock Cafe stage as part of the one-year anniversary celebration, along with other planned giveaways and promotions. For more information about the property, visit https://casino.hardrock.com/bristol.