With its new upgraded sign alerting I-95 travelers of its upcoming show lineup, the Carolina Crossroads Music and Entertainment District is open for business. 

Carida Capital Group, venue developers, in partnership with BarnBurner Promotions, see this latest refinement not only as a landmark to encourage cars to exit the thoroughfare but also as a reason for visitors to stay a night or two.

Bruce Tyler, Weldon Mills Distillery owner and one of the Carolina Crossroads venue founders, credits the Roanoke Valley’s community leaders for their vision to make Carolina Crossroads a destination.

“They were ahead of their time,” Tyler said. “I think they just had bad luck with their timing and the economy.”

Tyler says the site is a strategic implementation of the insight and groundwork the leaders established almost 20 years ago.

“Our community invested a lot to make this development happen,” he said. “Until now, they haven’t gotten a return on that investment.”

He said the venue partners’ measured approach, which he discussed in 2023, guided the site’s growth and expansion, while not forgetting the community’s roots.

“We made our changes to the theatre, we’ve given it a facelift,” he said. “And that’s why we worked so hard on the outdoor amphitheater and brought the tractor pull track back.”

Tyler said he appreciates the local support and welcomes its input because “that's what excites and motivates us to do the next project.”

Tyler said while artists usually want to play the big city arenas, they are discovering the benefits and amenities of smaller venues like Carolina Crossroads. He said the word is out, the venue’s storied Southern hospitality and generous fan support is a reason some artists have returned to its stage. 

“We’re starting to see movement, see things happen,” he said.

With the stages set, he and the partners are continuing their momentum toward future opportunities.

“The next project … we’ll make an announcement soon and it’s going to be very exciting,” he said.