The Highlands

Every day, shoppers from across the region make their way to The Highlands, a thriving retail destination in Bristol, Virginia. Whether they’re browsing the latest styles at TJ Maxx, picking up essentials at Target, or discovering deals at Burlington and Ross, visitors find something for everyone at this dynamic shopping center. Strategically positioned along I-81, with 55,000 vehicles passing daily, The Highlands enjoys excellent visibility and a broad trade area, drawing shoppers from up to 25 miles away. Just minutes away, the Hard Rock Hotel & Casino is undergoing a $300 million expansion, adding a 350+ room hotel and a 3,200-seat live venue. With 4 million visitors expected each year, the Hard Rock Hotel & Casino draws significant regional traffic, reinforcing The Highlands as a retail hotspot. Positioned within a trade area of 313,000 people and 131,000 households, The Highlands remains a prominent retail destination, consistently attracting high foot traffic as a key shopping hub in the region.