Please note that exterior scaffolding will be installed near select guestroom windows as part of scheduled roof maintenance and may be visible during standard daytime hours.

An outdoor banquet setup with round tables, a bar, staff preparing for an event, and a historic-style brick building in the background.

World Cup Energy Meets Historic Charm Outdoors

This summer, the world’s game arrives in the heart of downtown Roanoke.

Introducing FIFA Alley at Peacock Alley and the Outdoor Beer Garden, an exciting new fan experience transforming the hotel’s iconic pedestrian corridor into the ultimate World Cup watch destination. Connected directly to The Hotel Roanoke & Conference Center, FIFA Alley and the Outdoor Beer Garden brings together international soccer, live entertainment, outdoor games, and elevated hospitality in one unforgettable setting.

Watch matches from around the globe on large outdoor screens while enjoying craft cocktails, cold beer, poolside-inspired bites, and an extension of the beloved 1882 Lobby Bar experience.

Throughout the tournament, guests can enjoy:
• Live World Cup match broadcasts
• Outdoor seating and social spaces
• Live entertainment on select evenings
• Cornhole and lawn games
• Casual summer bites and specialty cocktails
• Family-friendly daytime energy with lively evenings

Whether cheering on your favorite nation or gathering with friends after work, FIFA Alley is downtown Roanoke’s destination for soccer, celebration, and summer fun.

Mark your calendars, wear your colors, and join us for an unforgettable World Cup experience.

A stylish sign for Beer Garden at Garden Courtyard, promoting eating, drinking, and cheering in an outdoor setting with seating and trees.
The Hotel Roanoke & Conference Center, Curio Collection by Hilton

AWARD-WINNING FOOD & SUMMER DRINKS

FIFA Alley brings together the excitement of the world’s game with award-winning food and summer drinks from The Hotel Roanoke & Conference Center.

Guests can enjoy poolside-inspired bites, elevated game-day favorites, local craft brews, frozen cocktails, and refreshing seasonal beverages throughout the tournament. And just steps from the action, The Pine Room offers award-winning seasonal menus, craft cocktails, and the perfect place to continue the experience before or after the match.

People are enjoying an outdoor music event at a patio with tables and a stage, where a performer is playing guitar.

EXPERIENCE FIFA ALLEY & THE OUTDOOR BEER GARDEN

This summer, there is no better place to gather, celebrate, and experience the excitement of the World Cup than at The Hotel Roanoke & Conference Center.

From live match broadcasts and outdoor entertainment to craft cocktails, local beer, lawn games, and poolside-inspired bites, FIFA Alley and the Outdoor Beer Garden will transform downtown Roanoke into the ultimate summer destination.

Stay tuned for match schedules, entertainment announcements, featured specials, and more.