‘Bob Marley Hope Road’ Now Running Daily Amid Strong Demand

Photo Credit: Bob Marley Hope Road

Nearly eight weeks after premiering in Las Vegas, Bob Marley Hope Road is capitalizing on “growing demand” with an expanded schedule as well as pre-show DJ sets from two of the reggae legend’s granddaughters.

Co-produced by Primary Wave and FiveCurrents, the “75-minute guided journey” formally announced that expansion today. Now, the multi-stage experience – which, we previously noted, is decidedly different from the typical sit-down performance – is running seven days per week at the Mandalay Bay.

That includes newly added matinees on Saturday and Sunday, with “exclusive pre-show DJ sets” from Shacia Päyne Marley (who founded Constance Bubble) and Zuri Marley (who performed at the premieres for Bob Marley: One Love) now part of the package as well.

The expansion is, of course, a positive sign for Hope Road, and time will tell whether the experience evolves into a longer-term residency. (Additionally, separate Marley projects are in the works.) But already, the show represents a successful move to diversify Marley’s IP profile beyond streaming and traditional sync.

And as many know, Primary Wave certainly isn’t alone in looking to tap well-known bodies of work into non-traditional monetization streams. The efforts’ results remain to be seen; five years of preparation (and expenses) laid the groundwork for the debut of Hope Road, to name one consideration.

But even at this relatively early stage, it seems safe to deem “immersive” a buzzword.

A few examples: Reservoir has backed “immersive entertainment company” Lightroom, Eventbrite has launched Britehouse (which specializes in “creating story-driven immersive attractions”), and Universal Music has zeroed in on monetizing “every dimension of entertainment and consumer life” with a Patrick Whitesell JV.

In other words, evidence strongly suggests that multiple immersive experiences (plus different offerings) are forthcoming. Thus far, 2025 has delivered continued Sphere residencies, the premiere of Elvis Evolution (which has received not-so-hot reviews but appears to be moving tickets nonetheless), and a longer run yet for ABBA Voyage.

Building on the latter success, Björn Ulvaeus-founded Pophouse is also developing a Kiss avatar band, though the virtual act isn’t expected to take the stage until 2027. Last year, reports further indicated that the company was in talks to create an Elvis hologram show – distinct from Elvis Evolution – but the possible project’s status is unclear.