Casino news source: The Albert Lea Tribune - http://www.albertleatribune.com
Diamond Jo Casino expands
By Sarah Kirchner, staff writer
Thursday, May 10, 2007 9:28 AM CDT
NORTHWOOD, Iowa — Patrons to Diamond Jo Casino will experience more lights blinking, bells tolling and jackpot music playing since the casino opened its expanded section April 27, a year after the casino opened its doors.
The $20 million expansion added 22,000 square feet to the gaming floor and more than 350 machines.
“It wasn’t necessarily comfortable for players,” said Marketing Director Scott Smith, of the gaming space before the addition. “We had to expand.”
Smith said the casino was crowded on weekends, with patrons standing elbow to elbow waiting for machines to become available. The new space now allows for machines to sit empty between players and more room to walk.
“This expansion has made it so much more roomy for everyone,” Smith said.
The original casino floor was 18,000 square feet. With the event center and new restaurants, the floor’s total size comes to 40,000 square feet.
In the week since the expansion opened the casino has already seen an increase in business and traffic, he said.
Construction and planning started in June 2006. The expanded gaming floor was the first phase of the expansion. Soon new restaurants will open up, and an event center will be the last phase of this expansion.
In addition to more space and machines, Diamond Jo Casino doubled the size of the Big Wheel Bar and stage and added another, smaller bar on the opposite end of the gaming space. The Big Wheel Bar also has a dance floor and lounge space for people to enjoy the show.
Because of the extra space, the casino is able to book bands for every Thursday, Friday and Saturday evening. The Grassroots — who have 14 top-40 hits, Smith said — will be performing a free show at 9:30 p.m. May 26.
Previously the poker room had to be removed to make room for more slot machines, but it is now back by popular demand, he said. There are seven tables for Texas hold ’em, Omaha and stud poker games and tournaments.
Eleven table games were added in addition to the poker room, totaling 28 tables for Black Jack, craps, roulette, three-card poker, pai gow and ultimate Texas hold ’em. A high limit room provides privacy to those high rollers who don’t want amateurs looking over their shoulders.
The new Kitchen Buffet will open June 5 and be able to seat 200 people. This will be a live-action dining experience, where the food is made right in front of you. Hungry gamblers might enjoy internationally inspired cuisine.
The buffet will be open to customers outside of the casino as well, with an exterior entrance. Previously, the Farmer’s Feast Cafe was only available to those 21 and older who gambled at the casino. The new buffet will bring in all ages and interests, as well as those staying at the attached Country Inn & Suites.
The existing Farmer’s Feast will turn into an upscale restaurant, but Smith said he isn’t sure the name or type of food served yet.
The new event center, to open in early July, will let the casino offer its patrons many new services, such as hosting conventions, business meetings, larger concerts, trade shows and regular comedy acts. The 40-foot stage will be able to move outside, opening the exterior barn doors, and host outdoor concerts in the — also newly expanded — parking lot.
Even though the event center can house 400 to 500 people, the layout keeps the room feeling intimate.
“Even if you’re in the back row, you’re right there,” Smith said.
Bonkerz Comedy has been scheduled for weekly tours in the event center.
The exterior of the building will appear different as truckers and travelers pass it on Interstate 35. The east side of the building will soon have a large glass silo that will light up, along with painted barn images on the side of the building and large barn doors that open for the event center stage to move outside.
To staff the expansion the casino hired an additional 250 employees, bringing the total up to 580 people from both Iowa and Minnesota.
“By offering the different variety that we are, it allows people to do things other than just gamble,” Smith said. “It isn’t just about slot machines and table games.
Smith said other casino expansions just add extra rooms, but Diamond Jo wanted to continue the intimate feel it offers to gamblers and patrons. Even though there are many new additions, there is still space to add more machines as business grows.
And Smith said he hopes business does grow to make more expansions needed.
Diamond Jo Casino is south of Albert Lea on Interstate 35, four miles south of the Minnesota/Iowa border at Exit 214. |
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