Boomer’s Sportsbook will set up shop in one of its biggest casinos since it launched in August when it opens a race and sportsbook at the Silver Sevens Hotel & Casino just east of the Las Vegas Strip.
The Nevada Gaming Control Board held a special meeting Thursday one hour ahead of the Nevada Gaming Commission to expedite the opening of the sportsbook on June 1. It will replace William Hill after Silver Sevens terminated its agreement.
Boomer’s CEO Joe Asher described the location on Flamingo and Paradise roads as having easy access for locals, a blend of residents and tourists. “There’s a mix of the customer base —people hanging out there for quite a period of time and others coming from Park Towers (condos),” Asher said. “It’s always had a healthy and diverse mix of customers.”
Asher said Silver Sevens’ sportsbook currently does a brisk retail business, especially with kiosks; the sportsbook will have seven kiosks.
It marks the 13th location approved by Nevada gaming regulators since Boomer’s launched and the 12th to open. Club Fortune in North Las Vegas is still undergoing a renovation. Seven Boomer’s applications are pending with the Board, two of those with the Affinity casinos in Primm, which are shutting down and are being put aside for now.
“At a minimum we hope to have 18 locations open at the start of the NFL season in September,” Asher said.
Asher continued to make his pitch to the Board that Boomer’s offers better value than other sportsbooks and has a signup bonus of matched deposits up to $250 in bonus bets. It also offers promotions, like a $20 bet on the Vegas Golden Knights: Customers get a free $10 bet if the VGK scores doing the first period.
“It’s been popular with our customers and cashed four teams in each of the first two rounds,” Asher said. “We’re the only sportsbook offering that promotion.”
Asher said the Silver Seven’s sportsbook has more kiosks than most properties, because lot of bettors like to make lottery-style wagers with lengthy parlays. Most kiosks will be occupied at one time.
Scott Butera, CEO of Affinity Gaming that owns Silver Sevens, said they brought in Boomer’s as one of their initiatives to grow the business. The property has added 200 new slot machines and Denny’s, improved the lounge area, and hired a new head of security.
“We’re trying to do things that enhance our customer base,” Butera said. “We’re close to the airport and Convention Center. Oftentimes, we get people coming in and out of the airport. Because of our location, we’re close to all the major sporting venues here in town, and that also includes the upcoming A’s stadium.”
Butera said about six months ago, they made a strategic decision to turn sports into “a very important part of what happens at Silver Sevens.” They will be making significant modifications to the sportsbook and the transition to Boomer’s is a good time to do that.
“It’s a fan favorite for people who like to come in, place their bets, and leave – both locals and people from out of town,” Butera said. “Because of that convenience, it’s very popular as a sportsbook.”
When their vendor contracts come due, Butera said they always do a thorough review. He said he’s known Asher for years and Asher actually introduced him to Silver Sevens when the bookmaker owned Brandywine Bookmaking that operated under the Lucky’s brand.
“I found the strategic plan for Boomers appealing and knew it would be great for our customers. It’s very locals-oriented and he offers a superior product in terms of pricing. Some of the promotions, like the Golden Knights bets, are appealing to our community because they like to bet on Las Vegas sports. We host a Las Vegas Raiders podcast before Raiders games. It’s a natural fit for us, an exciting opportunity, and furthers our strategy to make Silver Sevens a fantastic place for local guests and people who visit us in and out of the Convention Center.”
The sportsbook will employ up to four full-time at the sportsbook, including some employees who will move over from other Boomer’s locations, Asher said.
