Hard Rock Unveils New “Unity” Loyalty Rewards Program

Posted on: June 27, 2022, 11:20 a.m.

Last update: June 27, 2022, 11:20 a.m.

The Hard Rock Hotel & Casino Bristol has unveiled its upcoming loyalty rewards program which will accompany the temporary gaming space which will open next month.

Hard Rock Casino Bristol Virginia
Team members at Hard Rock Hotel & Casino Bristol celebrate the launch of the casino’s new Unity rewards program on June 19, 2022. Hard Rock Bristol plans to open its temporary casino next month on July 8. (Image: Hard Rock Hotel & Casino Bristol)

Hard Rock International, the hospitality and gaming empire owned by the Seminole Tribe of Florida, is honored to open Virginia’s first commercial casino. Hard Rock Bristol’s temporary casino plans to welcome guests to its 870 slot machines, 21 table games and Hard Rock Sportsbook onsite on July 8. The $300 million permanent complex isn’t expected to open until summer 2024.

Over the weekend, Hard Rock officials launched their upcoming “Unity by Hard Rock” loyalty rewards program. The program will replace Hard Rock Rewards next month, which has been used at all Hard Rock properties worldwide, including its cafes, casinos and hotels.

Unity will use a similar tiered reward arrangement. But unlike its predecessor, Unity Rewards members will earn points with nearly every purchase made at Hard Rock properties.

Hard Rock International says Unity will, for the first time in the company’s 50-year history, earn “incredible rewards by staying, dining, shopping, playing and doing what you love” in Hard Rock casinos, cafes and hotels “all over the world.”

Upcoming Casinos

Virginia’s long history of being adamantly against casino gambling became a thing of the past in 2020 when the state General Assembly and then government. Ralph Northam (D) passed a set of games into law. The omnibus allowed five economically struggling towns to consider licensing a casino to stimulate economic activity. The law also defined the framework for legal and regulated sports betting.

Four casinos have since been fully licensed through local referenda, one in Norfolk, Portsmouth, Danville and Bristol. The 2020 gambling legalization effort was initially led by Bristol businessmen Jim McGlothlin and Clyde Stacey.

McGlothlin and Stacey, minority owners of the Hard Rock Bristol project, will be the first to gain access to the state’s emerging gaming industry. The Virginia Lottery Board, which is responsible for reviewing and approving gambling applications and then regulating each property’s subsequent casino gambling operations, awarded Hard Rock Bristol its gambling concession in April.

Since then, state lottery officials have been on site at Bristol’s former shopping centre, where Hard Rock’s temporary casino space will begin play next month. Regulators monitor the receipt of approved play equipment.

Race for market share

The next of four future Virginia casinos slated to open is in Norfolk. The Pamunkey Indian Tribe and gambling billionaire Jon Yarbrough have teamed up to build a $500 million gambling destination on the Elizabeth River.

Similar to Bristol, Norfolk casino developers plan to open temporary gaming space while the entire complex is being built. Local Norfolk officials have approved permission for the tribe and Yarbrough to open a pop-up casino inside its Harbor Park minor league baseball stadium, adjacent to where the a permanent stand-alone casino complex is under construction.

The Danville and Portsmouth casino businesses, Caesars Entertainment and Rush Street Gaming’s Rivers casino brand respectively, have yet to say whether they will seek temporary gaming spaces as part of the construction of their gaming centers. resort.