Caesars Virginia opens tourism centre to send gamblers into downtown Danville

Caesars Virginia has opened a dedicated visitors centre inside its Danville resort, a move designed to send casino guests out into the local economy rather than keep them on the gaming floor.

The 600-square-foot SoSi Tourism Centre sits near the resort's spa and fitness area. It is staffed by employees from Visit SoSi, the regional tourism brand run by the Danville Office of Economic Development & Tourism, who offer personalised recommendations on where to eat, shop and sightsee in the city's historic River District.

Why a casino is pointing guests elsewhere

Caesars Entertainment's model typically keeps visitors inside sprawling resort complexes that provide everything under one roof. Caesars Virginia is taking a different approach. When the Las Vegas based operator bid for the Danville casino licence, it promised to act as a community partner, pledging to boost local tax revenue and help small businesses grow, according to Casino.org.

The tourism centre is the latest step in that commitment. SoSi refers to Southside Virginia, the region that includes Danville and Pittsylvania County.

The mission is simple: help every visitor create a memorable experience and encourage them to stay just a little longer.Lisa Meriwether, Danville's tourism manager, speaking at the centre's grand opening, as reported by Cardinal News

Meriwether added that extended stays benefit the whole community. "When guests extend their stays, everyone benefits. Our local businesses benefit, our attractions benefit, our community benefits and, most importantly, our guests leave with a desire to return again and again," she said, according to Cardinal News.

What the casino puts back into Danville

Caesars pays 6.5% of its monthly gross gaming revenue (the amount wagered minus winnings paid out, before costs) to the City of Danville, along with annual gaming fee payments. In fiscal year 2025, the city collected nearly $31.4 million from the casino.

That money was allocated across several budget areas: $1.8 million for public education, more than $4.1 million for public safety, $1.2 million for housing and $1.8 million for city infrastructure. A further $6.4 million went toward promoting economic opportunity.

The resort has also created around 1,200 jobs and given space to local food vendors. Its 500 Block Food Hall features Danville businesses including Southern Slices and Mill Burger, offering a direct link between the casino and the wider local economy.

Has it worked so far

Some downtown Danville businesses and restaurants have reported only a modest increase in foot traffic since Caesars Virginia opened in December 2024. The new tourism centre is intended to address that gap by actively directing resort guests toward the River District rather than leaving the connection to chance.

A market leader in Virginia

The investment comes as Caesars Virginia consolidates its position as the state's top-grossing casino. Through August, its 1,544 slot machines and 88 table games generated gross gaming revenue of approximately $269.4 million. Rivers Casino Portsmouth followed at $216.2 million, with Hard Rock Hotel & Casino Bristol third at $176.9 million. Two temporary venues, Live! Virginia in Petersburg and The Interim Gaming Hall in Norfolk, also operate in the state.