Standing at 215 Volunteer Parkway, the new Explore Bristol Visitor Center feels like it has always belonged here. Modeled after the city’s historic downtown train station and flanked by vintage-style train cars, the building is a nod to the region’s locomotive past. Yet, step inside, and you find an organization entirely focused on the future of the Twin Cities.
I recently met with Hollie Moody, the Office Sales Manager at Explore Bristol, to tour the new facility and discuss how the non-profit is changing how visitors—and locals—experience Bristol, Tennessee, and Bristol, Virginia.
From “Nothing Lot” to Community Hub
“Many people watched the construction of this building and grew curious,” Moody told me as we stood in the light-filled lobby. The site transformed remarkably. A striking architectural anchor now stands just south of the state line, replacing what Moody described as a former “nothing lot” and an “eyesore.”
The location was strategic. Situated beside a busy walking trail, the center is already drawing heavy foot traffic. “We’re getting a lot of locals, of course, right now,” Moody noted. “Just wanting to see what the building looks like… but we’re getting a lot of people from out of town even though it is the off-season.”
Explore Bristol Brings A New Era in Tourism
While the building is new, the vision behind it has been solidifying for years. Explore Bristol formally launched as an independent entity in 2021, evolving into a dedicated 501(c)(6) non-profit organization. Under the leadership of Executive Director Matt Bolas, the group serves as the region’s official Destination Marketing Organization (DMO).
Unlike a typical charity that relies on passing the hat for donations, the very economy Explore Bristol helps generate powers the organization. Lodging tax revenues primarily fund the group—meaning that every time a visitor books a hotel room for a race or a reunion, a portion of that revenue promotes the city to the next wave of travelers. This self-sustaining cycle keeps the Twin Cities on the map.
More Than Just Brochures
To call the new building a “visitor center” feels like an undersell; it operates more like a gallery of the region’s identity. The interior design, spearheaded by Creative Director John Scott and Director Matt Bolas, is expertly designed, sleek, and deeply connected to local lore.
Moody walked me through the displays, which feature items on loan from the area’s heavy hitters. One case houses a racing suit worn by NASCAR legend Tony Stewart, alongside a video screen playing the famous helmet-throwing incident at Bristol Motor Speedway—a touch of grit that race fans will appreciate. Across the room, a display for the Carter Family Fold features a beautiful dress on loan from the first family of country music.
“Each display case is different,” Moody explained. From showcasing local breweries and distilleries to spotlighting the Hard Rock Hotel and Casino, the center offers a tangible preview of the region. They are also preparing a new outdoor-themed display to highlight the area’s “hidden gems”—the hiking trails, biking paths, and caves that define the Appalachian landscape.
The Scope: Beyond State Street
One of the questions I asked Moody concerned the distinction between her organization and “Believe in Bristol.” She clarified the roles with confident ease: while Believe in Bristol is laser-focused on downtown State Street, Explore Bristol casts a much wider net.
“We serve Sullivan County, Tennessee, and Washington County, Virginia,” Moody said. This broad scope enables them to curate a comprehensive digital calendar of events across the entire region.
Whether it’s promoting the massive crowds at the Bristol Rhythm & Roots Reunion, coordinating logistics for NASCAR race weekends, or supporting community-centric series like the “Love Bristol” events—which feature horse-drawn carriage rides and downtown celebrations—Explore Bristol aims to be the central hub for it all.
“If it’s happening, we try to have it on our website,” she said, admitting that tracking the schedule changes due to winter weather keeps her team of three part-time employees and two directors on their toes.
Jebb, Holston, and the Great Outdoors
The organization is also finding ways to engage the younger generation. Moody showed off a new plush beaver toy, a mascot inspired by Beaver Creek, which runs right behind the center. The beaver is currently the subject of a naming contest, with “Holston” and “Jebb” (an acronym for Just Explore Bristol Baby) leading the pack.
“We don’t want to forget about the kiddos,” Moody laughed, pointing out the kid-centric merchandise, including t-shirts and stickers.
A Room with a View– Explore Bristol’s Conference Room
Perhaps the most surprising feature of the new building is what lies out back. Moody showed me through a conference room—available for community rental—to a spacious back deck overlooking Beaver Creek. It’s a beautiful spot where a resident crane often visits the local geese.
The vision for this space is ambitious. Moody envisions it as a center for summer activities, potentially hosting music and drinks or serving as a weather update broadcast location. “I want the community to use it,” she emphasized. “It’s what it’s here for.”
As I left the center, passing the “Explore Bristol” merchandise, it was clear that Explore Bristol is doing exactly what its name suggests: inviting us all to take a closer look at the place we call home.
According to their website, the Explore Bristol Visitor Center is located at 215 Volunteer Pkwy, Bristol, TN. They are open Tuesday through Friday from 9:00 a.m. to 4:30 p.m., and Saturday from 10:00 a.m. to 1:00 p.m.
You can contact Explore Bristol at: (423) 212-3637 or by email at info@explorebristol.com. They are located at: 215 Volunteer Parkway, Bristol, VA
Visit their website: https://explorebristol.com/
