Danville officials are making a strategic move to tap into the rising tide of casino tourism by opening a visitor centre inside Caesars Virginia. It’s a compact space — just 600 square feet — but the plan behind it carries big ambitions: turn visitors into community spenders.
The idea? Reach travellers where they already are — spending money — and give them a reason to explore beyond the blackjack tables. For $2,000 a month, the city will lease a corner near the spa and pool entrance. If all goes to plan, it’ll be up and running by year’s end.
Not Just for Gamblers — A Community Strategy
Corrie Bobe, Danville’s Director of Economic Development and Tourism, says this isn’t just about brochures and friendly faces. It’s about drawing a line from Caesars’ bustling casino floor to Main Street shops and regional attractions.
“They’re here to stay and play, sure,” Bobe told ABC 13 News. “But we want to offer them a window into the rest of the region — places they might not otherwise discover.”
She has a point. The visitor centre will include a travel advisor, curated digital displays, and even local goods for sale. It’s part concierge, part community ambassador.
Visitors will also spot Danville beyond the front desk:
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Flyers and guides in guest rooms
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Promos looping on in-room TV
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Ads scattered across the property
All that with one goal: “Make sure local businesses don’t miss out,” Bobe said.
A High-Stakes Partnership
Caesars Virginia, which officially opened in December 2024, isn’t a small operation. The $750 million development is the product of a high-profile partnership between Caesars Entertainment and the Eastern Band of Cherokee Indians.
Inside its 90,000-square-foot gaming space:
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1,451 slot machines
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100 table games with live dealers
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A World Series of Poker-branded poker room
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Sportsbook by Caesars
And the non-gaming side isn’t shabby either: a 320-room hotel, spa, pool, events centre, and a buffet of dining options. It’s the kind of place where guests come for a weekend and leave with lighter wallets.
But Danville wants them leaving with something else — memories of the city beyond the resort walls.
$2,000 Rent for a Bigger Economic Payoff
For Danville, the economics seem clear enough. Leasing the space at $2,000 per month is an upfront cost, sure — but officials see it as a business development investment. Compared to the city’s broader tourism and marketing budget, it’s relatively minor.
And being on-site matters.
“You can’t wait for people to come find you,” Bobe said. “Sometimes you have to be where they already are.”
The lease is month-to-month, offering flexibility. If footfall doesn’t match expectations, the city can reassess.
But expectations are already running high. Since opening, Caesars has been drawing a steady stream of visitors from across the Mid-Atlantic. That foot traffic could translate into sales for local eateries, boutiques, museums, and tour operators — if the city can catch them in time.
Betting on Spillover Benefits
Some tourism economists call it the “halo effect.” When a destination attracts big crowds, smaller businesses in the vicinity often benefit — assuming someone points tourists in their direction.
Danville is aiming to be that someone.
Local data points support the strategy. According to Visit Virginia’s 2023 Travel Economic Impact report, casino regions that blend gaming with cultural tourism see a 20–30% higher average local spend per visitor compared to gaming-only destinations.
In simple terms: get them off-site, and they’re likely to spend more.
Still, success depends on execution. Will visitors walk past the spa and actually pause? Will they care what’s beyond the roulette table? And will local businesses be ready to catch the new footfall?
A Test Run with Big Stakes
This is a test run, and city leaders know it. There’s no long-term lease commitment yet, no major capital outlay. But the implications go further than a few maps and mugs.
If this pilot works, Danville could reshape how small cities work with mega-casinos.
And they’re not alone in watching closely.
From Bristol to Norfolk, Virginia’s casino towns are keeping an eye on how Danville does it. Tourism officials statewide know that casino dollars are good — but shared casino dollars? Even better.
Danville’s gamble isn’t at the roulette table. It’s at the crossroads of visibility and strategy. And for now, the cards look promising.
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