Danville plans visitor center inside Caesars Virginia to promote local tourism

The City of Danville plans to open a visitor center inside the Caesars Virginia casino resort to promote tourism and direct more foot traffic toward local businesses and attractions. City officials say the new site is intended to reach the large volume of guests visiting the resort, many of whom don’t currently interact with Danville’s existing tourism services.

“With this new influx of visitors, it’s essential that we meet them where they are and inspire them to discover more during their stay,” Corrie Bobe, the city’s director of economic development and tourism, told the Danville Register & Bee on Thursday 

The existing Danville Visitor Center, located off the Danville Expressway, saw around 40,900 individual visitors in 2024, but it often misses travelers headed directly to the casino.

The new center would be located inside a 600-square-foot retail space within the resort and leased by the city from Caesars for $2,000 per month. The cost, which covers utilities, maintenance, and cleaning, will come from the current visitor center’s operating budget.

The city hopes to use the space to introduce guests to nearby restaurants, shops, events, and cultural and outdoor activities. “Right now, we’re not reaching most of this audience,” Bobe said. “Meaning we’re missing a key chance to connect with them and share everything Danville and Pittsylvania County have to offer.”

The center will operate daily from 10 a.m. to 6 p.m., with extended hours during special events and weekends. One part-time travel counselor will be on-site per shift, with additional staff scheduled during peak periods.

Visitors will have access to brochures, merchandise, and interactive kiosks linking to the Visit SoSi website. “Through these kiosks, visitors can explore local attractions, build custom travel itineraries, send information to their mobile devices or email, view digital brochures, take surveys, and more,” Bobe said.

Minimal upgrades will be needed before the center can open, mainly the installation of electrical and internet lines. Delivery of the kiosks is expected to take about four months.

Caesars Virginia has also agreed to help promote the area by featuring Danville content on in-room televisions, digital signs across the resort, and printed materials, at no extra cost to the city.

“Our hope is that the visitors center will enhance our guests’ experiences during their stay and increase the likelihood of future visitation,” said Caesars Virginia General Manager Chris Albrecht.

The lease agreement is scheduled to go before the Danville City Council in May. If approved, the city will begin preparations to have the center ready shortly after the equipment arrives.