Casino news source: Globe Gazette - http://www.globegazette.com
Diamond Jo Worth expansion hits jackpot
By DEB NICKLAY, deb.nicklay@globegazette.com
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NORTHWOOD — Officials said a combination of good workers, good location and expansion helped boost Diamond Jo Worth revenues to more than $67.5 million in the 2006-2007 year, the first full year of its operation.
The revenues, recorded in a report prepared by the Iowa Racing and Gaming Commission, ranked the casino fifth among 13 casinos operating during the year that ended June 30. The Isle Casino and Hotel at Waterloo was only open a few months during that time period.
The Ameristar Casino and Hotel in Council Bluffs rang up the largest total, at $179 million. Harrah’s Casino and Hotel, also of Council Bluffs, was next with just more than $100 million, followed by Isle of Capri Bettendorf ($91.3 million) and Riverside Casino Resort ($71.4 million) of Iowa City.
Diamond Jo Worth Manager Jesus Aviles credits a good staff — there are about 550 employees — “who have been great in serving our guests,” he said.
The location of the casino, just off Interstate Highway 35 and 20 miles south of the Interstate 90 interchange at Albert Lea, Minn., has consistently proven to draw a large number of Minnesotans. They account for 65 percent to 70 percent of the Diamond Jo Worth gambling guests, Aviles said.
A too-small gaming floor resulted in some having to wait to play. That changed when a $20 million expansion, which doubled the gaming floor space, opened this spring. Revenues, which had been averaging between $4 million and $5 million a month, rocketed to just over $6 million after the expansion opened this spring.
“And the last two months have been rather dramatic,” said Aviles. May’s revenues edged over $6.6 million; in June, over $6.8 million.
The Worth County casino has quickly overtaken the revenue totals of its parent, Diamond Jo in Dubuque, which brought in $41.6 million in 2006-2007. That casino plans its own expansion for 2008.
The Worth Diamond Jo expansion has resulted in a total of 902 slot machines, 26 table games and a live poker room. The bar and entertainment areas have expanded. The 200-seat Kitchen Buffet replaces the former Farmer’s Feast and offers a broad menu. Later this year, a steakhouse restaurant — not yet named — will also open. The menu will offer steaks and other options.
One of the most talked-about additions is the 5,000-square-foot Event Center, said marketing manager Scott Smith. In addition to weekend acts — B.J. Thomas and Herman’s Hermits among them — the center is home to a Thursday night Comedy Club, at 7 and 9 p.m., with acts such as Kim Harrison and Bob Larsen. The room can accommodate 500 guests.
“We are more than gambling,” Smith said.
The center is also offered for rentals. Wedding receptions, trade shows and poker and slot tournaments are all on the schedule for the room.
The stage is backed by doors that open to the outside so that outdoor concerts may be held. One is planned for this year, Smith said.
Higher gas prices have not impacted the customer base to date, said Aviles, although it may be a contributing factor to the casino’s ongoing attempts to keep its employee ranks filled. About 60 percent of the employee group holds full-time jobs, said Smith.
“It’s a drive to the casino (from the larger communities), and with gas going up it is a challenge,” Aviles said.
Still, these are good problems to have, he said. The casino’s annual payroll has been about $8 million, “and by the end of the day, I wouldn’t be surprised if it came in at $10 million (by the end of the year),” Aviles said.
The impact of revenues has been strongly felt within the county, said Worth County Development Director Kim Miller. She and the Worth County Development Authority Board oversee the distribution of 5.76 percent of charitable casino revenue.
Over the past year, the group has awarded more than $3 million to cities, schools, Worth County and graduating college-bound Worth County seniors, who each received more than $4,000 in college scholarships this year. |
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